Why Analytics is Important for Any Business - EBriks Infotech
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Why Analytics is Important for Any Business - EBriks Infotech

Why Analytics is Important for Any Business - EBriks Infotech

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Why Analytics is Important for Any Business - EBriks Infotech Presentation Transcript

  • 1. ANALYTICS FOR SEO
  • 2. Analytics is like…
  • 3. Gardening. Cute.
  • 4. A two-way mirror.
  • 5. An X-Ray. Clever.
  • 6. Ahhh sports.
  • 7. Huh?
  • 8. What?! A… Drag Queen?!
  • 9. Let’s start over.
  • 10. Analytics…
  • 11. Analytics Provides Data
  • 12. (Should) Help Make Decisions vs. ?
  • 13. (Should) Measure Effectiveness
  • 14. Justifies Decisions Budgets Stock Photo Warning
  • 15. Justifies Decisions Budgets “Here’s your budget.” - Cheesy stock photo guy
  • 16. But It’s Hard Work.
  • 17. Why is it hard work?
  • 18. Because analytics is like…
  • 19. Analytics Is Like Buying Furniture At Ikea.
  • 20. Useless Until Assembled
  • 21. We’ve Made Progress
  • 22. Analytics Used To Be Like THIS. Confusing.
  • 23. Analytics Used To Be THIS. Poor data.
  • 24. Then Came This…
  • 25. We Can Still Do Better… Default reports not actionable.
  • 26. Analytics For SEO
  • 27. Verify Analytics Code Use Screaming Frog Custom Filters To Check For Code - @rachaelgerson http://www.seerinteractive.com/blog/screaming-frog-to-verify-google-analytics
  • 28. Verify Analytics Code Use Browser Plugins Analytics Debugger - http://bit.ly/Pw18sf
  • 29. Verify Analytics Code Use Browser Plugins Analytics Helper - http://bit.ly/XbyJuL
  • 30. Use Three Profiles
  • 31. Filter Internal Traffic Range Of IP Address Tool http://support.google.com/analytics/bin/answer.py?hl=en&answer=1034771
  • 32. Filter Internal Traffic Using RegEx from the tool, paste into a custom filter.
  • 33. Increase Sample Size – Site Speed Data 10 is 10% sample rate. Can go up to 100% (although not recommended for very large sites).
  • 34. Sharing Customizations Is Hard Do you want to cut and paste all of these segments just to share them?
  • 35. Managing Accounts With Chrome Logins Create Chrome Login for each client. Access analytics, WMT, G Docs all from one account/Chrome Login.
  • 36. Managing Accounts With Chrome Logins http://www.koozai.com/blog/search-marketing/seo-resources/my-top-tip-for-managing-multipleseo-clients-browser-accounts/
  • 37. Set Up Site Search Finding the query parameter – perform a search on the site and look at URL.
  • 38. Set Up Site Search Go to admin->Profile Settings->Scroll Down
  • 39. Set Up Site Search Go to content->site search->search terms
  • 40. Lame.
  • 41. Custom Report! Internal Search Performance Custom Report http://bit.ly/SGoaw3
  • 42. Custom Report – Top Level First Level – Visits With/Without Site Search
  • 43. Custom Report = Super Action-ability Find high bounce / exit search terms. CREATE that content.
  • 44. Segment Branded Keywords Default segment: not totally worthless but close.
  • 45. Segment Brand Keywords Brand Name: VacuumSpot Create advanced segment (this brand name is a simple example).
  • 46. Segment Non-Brand Keywords Brand Name: VacuumSpot EXCLUDE brand names segment – to measure only generic keywords.
  • 47. Organic Search NEW Non-Brand Acquisition From Google Brand Name: VacuumSpot
  • 48. Measure Social Media Traffic(?) Default GA Social Traffic View How many of these are actually “social networks”?
  • 49. Measure Social Media Traffic(?) Would you call this “social media”?
  • 50. Segment Social Media Traffic Build your own social media segment. Don’t forget short URLs (ie: t.co) Use this segment as a starting point. http://bit.ly/RzKHdX
  • 51. Segment # of Keywords In Search RegEx for one word searches - ^s*[^s]+(s+[^s]+){0}s*$ 1 Word Searches http://bit.ly/SqSR6j 2 Word Searches http://bit.ly/PwbGrk 3 Word Searches http://bit.ly/WnlUOO 4+ Word Searches http://bit.ly/PPRdPD More on Avinash’s post - http://www.kaushik.net/avinash/advanced-analytics-visitor-segments-engagement-social-media-search-longtail/
  • 52. Site Section Performance – Case Study www.admissionsquest.com
  • 53. Site Section Performance – Case Study Which of these should they do more of? Less of?
  • 54. Site Section Performance – Case Study What’s bringing the most traffic for the least effort?
  • 55. Site Section Performance – Case Study Data Needed: 1. Site sections – Screaming Frog 2. Number of pages indexed each section – Google queries 3. Number of Google visits each section – analytics www.admissionsquest.com
  • 56. Site Section Performance – Case Study Desired End Metric -> Visits From Google Per Pages In Section www.admissionsquest.com
  • 57. Site Section Performance – Case Study First crawl the site with Screaming Frog. Export HTML to csv.
  • 58. Site Section Performance – Case Study In Excel, tag each section (and sub-sections if you want) of the site.
  • 59. Site Section Performance – Case Study Hopefully you’ll have about 8-12 main sections.
  • 60. Site Section Performance – Case Study Find out how many are indexed for each section with advanced queries. (Might be tricky if site doesn’t have good URL structure)
  • 61. Site Section Performance – Case Study Put in spreadsheet – site sections and how many pages indexed per section.
  • 62. Site Section Performance – Case Study Create segments for EACH section in analytics. Organic Google traffic only.
  • 63. Site Section Performance – Case Study Apply segment to get number of visits from Google.
  • 64. Site Section Performance – Case Study Add number of visits to spreadsheet. Divide Visits by Pages Indexed =(C2/D2)
  • 65. Site Section Performance – Case Study Graph It. Long form evergreen articles perform amazingly well compared to blogging.
  • 66. Case Study - SaaS – WPMU Premium http://premium.wpmudev.org
  • 67. Problem: Four User States 1. Not logged in / not paying 2. Logged in / not paying 3. Logged in / paid 4. Admin
  • 68. Use Custom Variables - User States https://developers.google.com/analytics/devguides/collection/gajs/gaTra ckingCustomVariables
  • 69. Use Custom Variables - User States Original setup – not ideal.
  • 70. Use Custom Variables - User States Improved setup Reference: http://net.tutsplus.com/tutorials/other/quick-tip-the-power-of-google-analytics-custom-variables/
  • 71. Use An End To End Report Acquisition Behavior Outcome How they found you What they did What happened Bounces Pages/visit Transactions Per visit value Source Keyword http://www.kaushik.net/avinash/actionable-web-analytics-custom-reports-advanced-segments/
  • 72. Use An End To End Custom Report http://bit.ly/Yrm71n
  • 73. Use An End To End Custom Report (Note: yes, I meant acquisition – whoops!) http://www.kaushik.net/avinash/actionable-web-analytics-custom-reports-advanced-segments/
  • 74. So Let’s Review
  • 75. Analytics is could be like…
  • 76. …assembled Ikea furniture.