THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
I Search, You Search: Search Smart
• Search Engine Optimization (SEO)
• Paid Sear...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Kate Hamilton-Miller
• Graphic Design & PR Background
 Started Digital Marketing...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Q: Google still dominates as the top search engine,
but how do others like Yahoo ...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Current Search Share
www.341studios.com
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Q: Are the other search engines important or should
businesses just focus on Goog...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
The Value of Yahoo & Bing
 Yahoo + Tumblr
 Bing + Facebook
www.341studios.com
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Q: Have there been any recent algorithm changes?
Is Google considering anything n...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Periodic Table of SEO Success Factors*
www.341studios.com
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
SEO Success Factor: Social Signals
 Active social profiles
 Likes
 Followers
...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
SEO Success Factor: Trust/Authority
 Google Authorship
 Associated with individ...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
SEO Success Factor: Mobile
 Smartphone and Tablet traffic to websites is increas...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
SEO Success Factor: Mobile
www.341studios.com
 Healthcare Clients
 30-45% of al...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Q: It sounds like algorithm updates are going on
regularly, whether we hear about...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
On-going Algorithm Changes
 Panda Everflux (#25)
 Press Release “No Follow” Lin...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Q: As the ranking algorithm is updated, how has the
search results page (SERP) ch...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Google+ Reviews Pop-up Overlay
www.341studios.com
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Google Organic Search Sitelinks
www.341studios.com
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Bing Deep Links & Sub-Level Links
www.341studios.com
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Q: How many people here use Google Analytics on
their website or blog?
www.341stu...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Q: As SEO has become more complex, we’re actually
getting less information from G...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
‘Not Provided’ Organic Search Data
 October 2011: ‘Not Provided’ begins to appea...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
‘Not Provided’ Organic Search Data
www.341studios.com
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
‘Not Provided’ Organic Search Data
 % of traffic reported as ‘not provided’ vari...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Q: So how can people get the most out of their
Google Analytics account?
www.341s...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Enhance Your Google Analytics Data
 Webmaster Tools
 Tracking URLs for all mark...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Q: What other reporting options are there?
www.341studios.com
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
SEO Reporting Options
 Moz.com
 Majestic SEO
 Screaming Frog
 Raven Tools
 M...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Q: We’ve spent a lot of time discussing Organic
Search, but Google Analytics repo...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Advanced Segments
 Default
 All Visits
 New Visits
 Returning Visitors
 Paid...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Advanced Segments
www.341studios.com
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Advanced Segments
www.341studios.com
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Assisted Conversion
www.341studios.com
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Top Conversion Paths
www.341studios.com
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Key Takeaways
 Offset impact of ‘Not Provided’ Google Analytics data by
linking ...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Thank You!
Kate Hamilton-Miller
khamilton@isearchsmart.com
@KateHMiller
Presentat...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
APPENDIX
Google Analytics & Search Engine Marketing Trends
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Analytics Terminology
 Tracking Code
 JavaScript placed on each page of your si...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Periodic Table of SEO Success Factors
 The Periodic Table was created by Search ...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Pulling Mobile Reports in Google Analytics
www.341studios.com
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Google Analytics ‘Not Provided’ Report
 Looking at the latest quarter of BrightE...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Google Analytics ‘Not Provided’ Report
www.341studios.com
Source: BrightEdge ‘Not...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Google Analytics ‘Not Provided’ vs. Webmaster
Tools Top Search Queries
 Google A...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Google Analytics Setup
 Free account
 www.google.com/analytics
 Link to AdWord...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Analytics Tracking – Tag Everything!
 What
 Pay-Per-Click (CPC)
 Email
 Socia...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
AdWords Auto-Tagging
 Login to AdWords
 My Account > Preferences
 Edit, Check ...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
AdWords Auto-Tagging
www.341studios.com
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Creating A Conversion Funnel
 Log into Analytics & click admin button
 Select y...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Creating A Conversion Funnel
www.341studios.com
Click Admin Button
Select Website...
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Creating A Conversion Funnel
www.341studios.com
Select One to Begin Funnel
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Creating A Conversion Funnel
www.341studios.com
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Creating A Custom Segment
www.341studios.com
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Creating A Custom Segment
www.341studios.com
THE FRESH INTELLIGENCE
ROUNDTABLE SERIES
Creating A Custom Segment
 Log into Analytics & click into your profile
 Select...
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Google Analytics & Search Engine Marketing Trends Roundtable

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341 Studios Fresh Intelligence Roundtable featuring Search Smart Marketing. Join 341 and Kate Hamilton-Miller, Director of Social Marketing at Search Smart for an in-depth discussion about Google Analytics, how search engines determine rankings and recent trends in search engine marketing (SEM). Learn more about Google 'not provided' data, assisted conversions, defining conversion funnels & more.

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Google Analytics & Search Engine Marketing Trends Roundtable

  1. 1. THE FRESH INTELLIGENCE ROUNDTABLE SERIES
  2. 2. THE FRESH INTELLIGENCE ROUNDTABLE SERIES I Search, You Search: Search Smart • Search Engine Optimization (SEO) • Paid Search Advertising • Local Search Optimization • Social Media Marketing • Review Monitoring & Management • Mobile Advertising & SEO • Video Optimization • Display/Banner Planning & Placement www.341studios.com
  3. 3. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Kate Hamilton-Miller • Graphic Design & PR Background  Started Digital Marketing, 2004  Joined Search Smart in 2008  Certifications  Google Professional  Bing Ads Professional  Social Media Strategist  Memberships  SEMPO  National Association of Professional Women (NAPW)  Women Centric www.341studios.com
  4. 4. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: Google still dominates as the top search engine, but how do others like Yahoo & Bing compare? www.341studios.com
  5. 5. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Current Search Share www.341studios.com
  6. 6. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: Are the other search engines important or should businesses just focus on Google? www.341studios.com
  7. 7. THE FRESH INTELLIGENCE ROUNDTABLE SERIES The Value of Yahoo & Bing  Yahoo + Tumblr  Bing + Facebook www.341studios.com
  8. 8. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: Have there been any recent algorithm changes? Is Google considering anything new when ranking web pages? www.341studios.com
  9. 9. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Periodic Table of SEO Success Factors* www.341studios.com
  10. 10. THE FRESH INTELLIGENCE ROUNDTABLE SERIES SEO Success Factor: Social Signals  Active social profiles  Likes  Followers  Favorites  Retweets  Mentions  Unique external content www.341studios.com
  11. 11. THE FRESH INTELLIGENCE ROUNDTABLE SERIES SEO Success Factor: Trust/Authority  Google Authorship  Associated with individual profiles  Rel=author  Google Publisher  Connect your website to blog content  Rel=publisher www.341studios.com
  12. 12. THE FRESH INTELLIGENCE ROUNDTABLE SERIES SEO Success Factor: Mobile  Smartphone and Tablet traffic to websites is increasing*  Audience>Mobile>Overview  Audience>Mobile>Devices  Is your content mobile friendly?  Length  Layout  Structure  Calls to Action www.341studios.com
  13. 13. THE FRESH INTELLIGENCE ROUNDTABLE SERIES SEO Success Factor: Mobile www.341studios.com  Healthcare Clients  30-45% of all traffic  Professional Services  10-15% of all traffic  Ecommerce  25-40% of all traffic  B2B  5-15% of all traffic
  14. 14. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: It sounds like algorithm updates are going on regularly, whether we hear about them or not – Is that correct? www.341studios.com
  15. 15. THE FRESH INTELLIGENCE ROUNDTABLE SERIES On-going Algorithm Changes  Panda Everflux (#25)  Press Release “No Follow” Links www.341studios.com
  16. 16. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: As the ranking algorithm is updated, how has the search results page (SERP) changed? www.341studios.com
  17. 17. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google+ Reviews Pop-up Overlay www.341studios.com
  18. 18. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Organic Search Sitelinks www.341studios.com
  19. 19. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Bing Deep Links & Sub-Level Links www.341studios.com
  20. 20. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: How many people here use Google Analytics on their website or blog? www.341studios.com
  21. 21. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: As SEO has become more complex, we’re actually getting less information from Google and it’s become harder to track where a site ranks for a particular keyword or phrase. Can you tell us why that is? www.341studios.com
  22. 22. THE FRESH INTELLIGENCE ROUNDTABLE SERIES ‘Not Provided’ Organic Search Data  October 2011: ‘Not Provided’ begins to appear  Withholds data associated with secure search  March 2012: Searchers on Google properties (not Google.com) are routed through secure search  July 2012: Firefox 14 launches with Google secure search for all searches  September 2012: Safari in iOS6 begins using Google secure search.  January 2013: Chrome moves to secure search www.341studios.com
  23. 23. THE FRESH INTELLIGENCE ROUNDTABLE SERIES ‘Not Provided’ Organic Search Data www.341studios.com
  24. 24. THE FRESH INTELLIGENCE ROUNDTABLE SERIES ‘Not Provided’ Organic Search Data  % of traffic reported as ‘not provided’ varies by industry and target audience  A recent report* found on average 49% of traffic was reported as ‘not provided’  % of ‘not provided’ tends to be higher for the technology industry and some individual blogs www.341studios.com
  25. 25. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: So how can people get the most out of their Google Analytics account? www.341studios.com
  26. 26. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Enhance Your Google Analytics Data  Webmaster Tools  Tracking URLs for all marketing  AdWords Auto-Tagging  Linked Accounts www.341studios.com
  27. 27. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: What other reporting options are there? www.341studios.com
  28. 28. THE FRESH INTELLIGENCE ROUNDTABLE SERIES SEO Reporting Options  Moz.com  Majestic SEO  Screaming Frog  Raven Tools  Market Samurai www.341studios.com
  29. 29. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: We’ve spent a lot of time discussing Organic Search, but Google Analytics reports on all traffic sources. What other tips do you have for getting the most out of the information available? www.341studios.com
  30. 30. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Advanced Segments  Default  All Visits  New Visits  Returning Visitors  Paid Search Traffic  Non-paid Search Traffic  Search Traffic  Direct Traffic  Referral Traffic  Visits with Conversions  Visits with Transactions www.341studios.com  Default  Mobile Traffic  Tablet Traffic  Mobile & Tablet Traffic  Tablet & Desktop Traffic  Non-Bounce Visits  Custom (Define your own)*
  31. 31. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Advanced Segments www.341studios.com
  32. 32. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Advanced Segments www.341studios.com
  33. 33. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Assisted Conversion www.341studios.com
  34. 34. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Top Conversion Paths www.341studios.com
  35. 35. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Key Takeaways  Offset impact of ‘Not Provided’ Google Analytics data by linking your Webmaster Tools account and using 3rd party tools  Setup Google+ Profile & Authorship  Track Everything!  Use advanced segments & create your own custom segments  Review assisted conversion data & top conversion paths to define true value of marketing efforts www.341studios.com
  36. 36. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Thank You! Kate Hamilton-Miller khamilton@isearchsmart.com @KateHMiller Presentation Available: http://slidesha.re/194Yak6 Search Smart Marketing www.isearchsmart.com @iSearchSmart Facebook.com/SearchSmartMarketing www.341studios.com
  37. 37. THE FRESH INTELLIGENCE ROUNDTABLE SERIES APPENDIX Google Analytics & Search Engine Marketing Trends
  38. 38. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Analytics Terminology  Tracking Code  JavaScript placed on each page of your site  Tracking URL  Web Address of the page on your site you want to direct visitors to + relevant marketing info  Campaign  Marketing initiative; Email Blast; Paid Search Ads www.341studios.com
  39. 39. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Periodic Table of SEO Success Factors  The Periodic Table was created by Search Engine Land; copyright Third Door Media  Access a full copy of the periodic table here: http://selnd.com/1aAdyXE  Also checkout the companion guide and explanation here: http://slidesha.re/1deevG1 www.341studios.com
  40. 40. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Pulling Mobile Reports in Google Analytics www.341studios.com
  41. 41. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics ‘Not Provided’ Report  Looking at the latest quarter of BrightEdge data on over 8,400 brands, 56% of traffic to technology sites are coming from Google secure search. This represents the highest reach for secure searches.  BrightEdge posited this could be related to the fact that brand in that industry tend to market to a savvier audience, who would be more likely to opt into secure search even if it was not the default setting for their browser www.341studios.com
  42. 42. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics ‘Not Provided’ Report www.341studios.com Source: BrightEdge ‘Not Provided’ Report; August 2013
  43. 43. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics ‘Not Provided’ vs. Webmaster Tools Top Search Queries  Google Analytics  Webmaster Tools
  44. 44. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics Setup  Free account  www.google.com/analytics  Link to AdWords  Adwords.Google.com  Webmaster Tools Integration  www.google.com/webmasters/tools  Define Goals and Conversion Funnels www.341studios.com USE THE SAME LOGIN ACROSS ALL GOOGLE PRODUCTS
  45. 45. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Analytics Tracking – Tag Everything!  What  Pay-Per-Click (CPC)  Email  Social Buttons, Posts  Display  How  AdWords Auto-Tagging  Tracking URL Generator  SEARCH: Google Analytics Tracking URL Builder  http://support.google.com/analytics/answer/1033867?hl=en www.341studios.com
  46. 46. THE FRESH INTELLIGENCE ROUNDTABLE SERIES AdWords Auto-Tagging  Login to AdWords  My Account > Preferences  Edit, Check Destination URL Auto-Tagging  Save Changes www.341studios.com
  47. 47. THE FRESH INTELLIGENCE ROUNDTABLE SERIES AdWords Auto-Tagging www.341studios.com
  48. 48. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Conversion Funnel  Log into Analytics & click admin button  Select your profile (www.website.com)  Goals tab  Click Create A Goal button  Or select a goal you wish to edit  Enter Goal Description  Add URL of conversion page under Goal Details  Turn Funnel button on  Enter each step of the conversion process you wish to track  Note whether a step is required www.341studios.com
  49. 49. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Conversion Funnel www.341studios.com Click Admin Button Select Website Profile
  50. 50. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Conversion Funnel www.341studios.com Select One to Begin Funnel
  51. 51. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Conversion Funnel www.341studios.com
  52. 52. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Custom Segment www.341studios.com
  53. 53. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Custom Segment www.341studios.com
  54. 54. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Custom Segment  Log into Analytics & click into your profile  Select Advanced Segments  Select New Custom Segment  Name your segment (Be specific)  Define what you are looking for using dropdown menus with and/or statements  Test to make sure all data is pulling appropriately  Save segment www.341studios.com

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