12. Pass Meta Data in Custom Variables
Meta Data
Structured Data
12
@Moz
@tresnik
13. Pass Meta Data in Custom Variables
Your site has lots of useful stuff to help you figure out context
Pass this data through
a custom variable
_gaq.push(['_setCustomVar', 1, ’category', <?= $director ?>, 2]);
13
@Moz
@tresnik
14. Pass Meta Data in Custom Variables
Use your custom
variable as the
secondary dimension to
landing page for Google
search referrals
14
@Moz
@tresnik
15. Custom Variables w/ WordPress
Categories, tags, author
Data
15
Place
your bets
@Moz
@tresnik
17. Advanced: Entity and Keyword Extraction
Create
Content
Extract
Keywords
and Entities
Store in a
Custom
Variable
Analyze in
GA
Linked Data +
Natural Language
Tool Kits
17
@Moz
@tresnik
19. Available Tool Sets
•
•
University of Illinois Cognitive Computation Group
•
Stanbol
•
Skyttle (and a bunch of others on Mashape)
•
Dbpedia Spotlight
•
19
Stanford Natural Language Processing Group
Alchemy API
@Moz
@tresnik
22. Content Grouping in GA
MyBeerBlog.com
IPA
OR
Pale
CO
OR
Porter
CO
OR
CO
I want to know what beer type receives the most traffic from Google
Search.
22
@Moz
@tresnik
23. Content Grouping in GA
MyBeerBlog.com (550 visits)
IPA (300)
OR
(250)
23
CO
(50)
Pale (200)
OR
(125)
CO
(75)
Porter (50)
OR
(10)
CO
(40)
@Moz
@tresnik
24. Content Grouping in GA
MyBeerBlog.com (550 visits)
IPA (300)
OR
(250)
CO
(50)
Pale (200)
OR
(125)
CO
(75)
Porter (50)
OR
(10)
CO
(40)
More investigation needed, but looks promising
24
@Moz
@tresnik