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Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
Analytics for International Scenarios
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Analytics for International Scenarios

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Sometimes the amount of data available can be overwhelming and confusing, especially at international scenarios. This presentation (for the International Search Summit Seattle 2012) aims to show how …

Sometimes the amount of data available can be overwhelming and confusing, especially at international scenarios. This presentation (for the International Search Summit Seattle 2012) aims to show how to use analytics to uncover opportunities and explore some best practices for international multilingual web analysis

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  • 1. Analytics forInternational ScenariosAni LopezAnalytics Consultant &Senior SEO Strategisttwitter @anilopezlinkedin.com/in/anilopezinfo@dynamical.biz www.CardinalPath.com
  • 2. International Traffic AnalysisIt is not only the data you getbut how your questions torture it
  • 3. Analytics for International ScenariosToday‟s Menu• Going International? Search for outliers Traffic analysis• Country Specific Search Engines in Organic Traffic Filter• Adding Search Engines to Google Analytics Tracking code tweak• Tracking Search Engine Bots in Google Analytics Code Hack + Filters
  • 4. Going international?Search for outliersDebunk assumptions
  • 5. Internet, borderless worldThe goodPolitical borders dont necessarily limit yourgrowthThe badYou can not avoid having traffic fromcountries you dont target, this means: Opportunities Something is wrong
  • 6. Internet, borderless worldThe goodPolitical borders dont necessarily limit yourgrowthThe badYou can not avoid having traffic fromcountries you dont target, this means: Opportunities Something is wrong Analysis!!
  • 7. Revenue by CountryTypical report, not much insight
  • 8. What you expectCountry - site alignmentAmericans mysite.comBritish mysite.co.ukAustralians mysite.com.auLanguage/s - site alignmentEnglish visitors mysite.ca/en/French visitors mysite.ca/fr/
  • 9. Search Engines, sometimes,don‟t help3 examples of organic results messed upregarding location while Adwords works fine
  • 10. query at Google US From Canada 1st result UK site
  • 11. query at Google Spain,1st result Argentinean site
  • 12. Search for “google guatemala”at Google Spain From Spain1st result Google Uruguay !!
  • 13. Country - Site AlignmentCompany having sites for Spain andLatin American countries, ccTLDs.Spains site:How much traffic coming from LatAm?Traffic coming from else where?
  • 14. Language/s - Site AlignmentOutliers? Can we do it better?
  • 15. Region - Language AlignmentHispanic population distribution in the US
  • 16. Can we get better alignment?Does it tell you something?
  • 17. Latinos using English browsers
  • 18. CountrySearchin OrganicTraffic Picture by http://www.flickr.com/photos/fotorita//
  • 19. SE with Local versionsgoogle.co.in google.com.mxyandex.ru yandex.com
  • 20. SE with Local versions• Create a separate profile (best practice)• Filter only Organic traffic• Add filter
  • 21. SE with Local versionsgoogle.co.in google.com.mxyandex.ru yandex.com
  • 22. SE with Local versionsgoogle.co.in google.com.mxyandex.ru yandex.com
  • 23. Adding Search Enginesto Google Analytics Picture by http://www.flickr.com/photos/soulsister/
  • 24. Is Google King?• Not everywhere• Local Search Engines count too• LSE provide valuable insight (keywords)GA includes some local SE like:• Yandex, Rambler, Russia• Baidu, China• Naver, South Korea• Seznam, Czech Republic
  • 25. Which ones are included?List of sites included as Search Enginesin GA at GA Help (outdated) otherwise theycount as referralshttp://www.google-analytics.com/ga.js code
  • 26. Popular South Africas search enginehttp://ananzi.co.za/saweb?q=south+africa++electric+plug+type_gaq.push([_addOrganic, ananzi.co.za, q]);
  • 27. Popular in Egypt, Saudi Arabia, UAE_gaq.push([_addOrganic, arabo.com, keywords]);
  • 28. Tweak GA Tracking code
  • 29. Local SE in GA
  • 30. Tracking Search EngineBots in GoogleAnalytics Picture by http://www.flickr.com/photos/99411713@N00/
  • 31. Tracking Bots in GAEvery journey of a page towards SERPsstarts with a Search Engine bot visit• Which bot visits which pages?• How frequently a bot visits your site?• How frequently a bot visits the same page?• Time that takes a bot to discover content?• Regional origin of the bot visiting the site• Country specific bot to language alignment
  • 32. Tracking Bots in GAEvery journey of a page towards SERPsstarts with a Search Engine bot visit• Which bot visits which pages?• How frequently a bot visits your site?• How frequently a bot visits the same page?• Time that takes a bot to discover content?• Regional origin of the bot visiting the site• Country specific bot to language alignment
  • 33. Tracking Bots in GAEvery journey of a page towards SERPsstarts with a Search Engine bot visit• Which bot visits which pages?• How frequently a bot visits your site?• How frequently a bot visits the same page?• Time that takes a bot to discover content?• Regional origin of the bot visiting the site• Country specific bot to language alignment
  • 34. • Download PHP script http://ow.ly/bpFMP implement it in your CMS & configure• Create a new „Only Bots‟ profile in GA• Apply „Include only bots‟ filter to „Only Bots‟ profile
  • 35. • Apply „Exclude bots‟ to your master profile
  • 36. Bot‟s Country of Origin
  • 37. Country specific botto language alignment
  • 38. Going FurtherUse Google Analytics API to export data• Correlate more metrics/dimensions in once • Pages • Visits / Conversions • Countries / Languages • Keywords • Bots• Deeper analysis• Better understanding of your audience
  • 39. ThanksAni LopezAnalytics Consultant &Senior SEO Strategisttwitter @anilopezlinkedin.com/in/anilopezinfo@dynamical.biz
  • 40. The content of this presentation is under Creative Commons Copyleft LicenseAttribution, Share Alike 2.5 Canadahttp://creativecommons.org/licenses/by-sa/2.5/ca/You are free: To Share: to copy, distribute and transmit the work To Remix: to adapt the workUnder the following conditions: Attribution: You must attribute the work in the manner specified* by the author** or licensor (but not in any way that suggests that they endorse you or your use of the work) Share Alike: If you alter, transform, or build upon this work, you may distribute the resulting work only under the same or similar licence to this one *a link to http://dynamical.biz/blog/ would be great, thanks ** Ani Lopez

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