ANALYTICS FOR SEO
Analytics is like…
Gardening. Cute.
A two-way mirror.
An X-Ray. Clever.
Ahhh sports.
Huh?
What?!A… Drag Queen?!
Let’s start over.
Analytics…
Analytics Provides Data
(Should) Help Make Decisionsvs. ?
(Should) Measure Effectiveness
Stock Photo WarningJustifies Decisions Budgets
Justifies Decisions Budgets“Here’s yourbudget.”- Cheesy stock photo guy
But It’s Hard Work.
Why is it hard work?
Because analytics is like…
Analytics Is Like Buying Furniture AtIkea.
Useless Until Assembled
We’ve Made Progress
Analytics Used To Be Like THIS.Confusing.
Analytics Used To Be THIS.Poor data.
Then Came This…
We Can Still Do Better…Default reports not actionable.
Analytics For SEO
Verify Analytics CodeUse Screaming Frog Custom Filters To Check For Code - @rachaelgersonhttp://www.seerinteractive.com/bl...
Verify Analytics CodeUse Browser PluginsAnalytics Debugger - http://bit.ly/Pw18sf
Verify Analytics CodeUse Browser PluginsAnalytics Helper - http://bit.ly/XbyJuL
Use Three Profiles
Filter Internal TrafficRange Of IP Address Toolhttp://support.google.com/analytics/bin/answer.py?hl=en&answer=1034771
Filter Internal TrafficUsing RegEx from the tool, paste into a custom filter.
Increase Sample Size – Site SpeedData10 is 10% sample rate. Can go up to 100% (although notrecommended for very large site...
Sharing Customizations Is HardDo you want to cut and paste all of these segments just to share them?
Managing Accounts With ChromeLoginsCreate Chrome Login for each client. Access analytics, WMT, G Docs all fromone account/...
Managing Accounts With ChromeLoginshttp://www.koozai.com/blog/search-marketing/seo-resources/my-top-tip-for-managing-multi...
Set Up Site SearchFinding the query parameter – perform a search on the site andlook at URL.
Set Up Site SearchGo to admin->Profile Settings->Scroll Down
Set Up Site SearchGo to content->site search->search terms
Lame.
Custom Report!Internal Search Performance Custom Reporthttp://bit.ly/SGoaw3
Custom Report – Top LevelFirst Level – Visits With/Without Site Search
Custom Report = Super Action-abilityFind high bounce / exit search terms. CREATE that content.
Segment Branded KeywordsDefault segment: not totally worthless but close.
Segment Brand KeywordsCreate advanced segment (this brand name is a simple example).Brand Name:VacuumSpot
Segment Non-Brand KeywordsEXCLUDE brand names segment – to measure only generic keywords.Brand Name:VacuumSpot
Organic Search NEW Non-Brand Acquisition FromGoogleBrand Name:VacuumSpot
Measure Social Media Traffic(?)Default GA Social Traffic ViewHow many of these are actually“social networks”?
Measure Social Media Traffic(?)Would you call this “social media”?
Segment Social Media TrafficBuild your own socialmedia segment.Don’t forget short URLs(ie: t.co)Use this segment as astart...
Segment # of Keywords In Search1 Word Searcheshttp://bit.ly/SqSR6j2 Word Searcheshttp://bit.ly/PwbGrk3 Word Searcheshttp:/...
Site Section Performance – CaseStudywww.admissionsquest.com
Site Section Performance – CaseStudyWhich of these should they do more of? Less of?
Site Section Performance – CaseStudyWhat’s bringing the most traffic for the least effort?
Site Section Performance – CaseStudywww.admissionsquest.comData Needed:1. Site sections – Screaming Frog2. Number of pages...
Site Section Performance – CaseStudywww.admissionsquest.comDesired End Metric ->Visits From Google Per Pages In Section
Site Section Performance – CaseStudyFirst crawl the site with Screaming Frog. Export HTML to csv.
Site Section Performance – CaseStudyIn Excel, tag each section (and sub-sections if you want) of the site.
Site Section Performance – CaseStudyHopefully you’ll have about 8-12 main sections.
Site Section Performance – CaseStudyFind out how many are indexed for each section with advanced queries. (Might betricky ...
Site Section Performance – CaseStudyPut in spreadsheet – site sections and how many pages indexed per section.
Site Section Performance – CaseStudyCreate segments for EACH section in analytics. Organic Google traffic only.
Site Section Performance – CaseStudyApply segment to get number of visits from Google.
Site Section Performance – CaseStudyAdd number of visits to spreadsheet.Divide Visits by Pages Indexed =(C2/D2)
Site Section Performance – CaseStudyGraph It. Long form evergreen articles perform amazingly well compared to blogging.
Case Study - SaaS – WPMU Premiumhttp://premium.wpmudev.org
Problem: Four User States1. Not logged in / not paying2. Logged in / not paying3. Logged in / paid4. Admin
Use Custom Variables - User Stateshttps://developers.google.com/analytics/devguides/collection/gajs/gaTrackingCustomVariab...
Use Custom Variables - User StatesOriginal setup – not ideal.
Use Custom Variables - User StatesReference: http://net.tutsplus.com/tutorials/other/quick-tip-the-power-of-google-analyti...
Use An End To End Reporthttp://www.kaushik.net/avinash/actionable-web-analytics-custom-reports-advanced-segments/Acquisiti...
Use An End To End Custom Reporthttp://bit.ly/Yrm71n
Use An End To End Custom Report(Note: yes, I meant acquisition – whoops!)http://www.kaushik.net/avinash/actionable-web-ana...
So Let’s Review
Analytics is could belike…
…assembled Ikeafurniture.
 Why Analytics important for any business - EBriks Infotech
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Transcript of " Why Analytics important for any business - EBriks Infotech"

  1. 1. ANALYTICS FOR SEO
  2. 2. Analytics is like…
  3. 3. Gardening. Cute.
  4. 4. A two-way mirror.
  5. 5. An X-Ray. Clever.
  6. 6. Ahhh sports.
  7. 7. Huh?
  8. 8. What?!A… Drag Queen?!
  9. 9. Let’s start over.
  10. 10. Analytics…
  11. 11. Analytics Provides Data
  12. 12. (Should) Help Make Decisionsvs. ?
  13. 13. (Should) Measure Effectiveness
  14. 14. Stock Photo WarningJustifies Decisions Budgets
  15. 15. Justifies Decisions Budgets“Here’s yourbudget.”- Cheesy stock photo guy
  16. 16. But It’s Hard Work.
  17. 17. Why is it hard work?
  18. 18. Because analytics is like…
  19. 19. Analytics Is Like Buying Furniture AtIkea.
  20. 20. Useless Until Assembled
  21. 21. We’ve Made Progress
  22. 22. Analytics Used To Be Like THIS.Confusing.
  23. 23. Analytics Used To Be THIS.Poor data.
  24. 24. Then Came This…
  25. 25. We Can Still Do Better…Default reports not actionable.
  26. 26. Analytics For SEO
  27. 27. Verify Analytics CodeUse Screaming Frog Custom Filters To Check For Code - @rachaelgersonhttp://www.seerinteractive.com/blog/screaming-frog-to-verify-google-analytics
  28. 28. Verify Analytics CodeUse Browser PluginsAnalytics Debugger - http://bit.ly/Pw18sf
  29. 29. Verify Analytics CodeUse Browser PluginsAnalytics Helper - http://bit.ly/XbyJuL
  30. 30. Use Three Profiles
  31. 31. Filter Internal TrafficRange Of IP Address Toolhttp://support.google.com/analytics/bin/answer.py?hl=en&answer=1034771
  32. 32. Filter Internal TrafficUsing RegEx from the tool, paste into a custom filter.
  33. 33. Increase Sample Size – Site SpeedData10 is 10% sample rate. Can go up to 100% (although notrecommended for very large sites).
  34. 34. Sharing Customizations Is HardDo you want to cut and paste all of these segments just to share them?
  35. 35. Managing Accounts With ChromeLoginsCreate Chrome Login for each client. Access analytics, WMT, G Docs all fromone account/Chrome Login.
  36. 36. Managing Accounts With ChromeLoginshttp://www.koozai.com/blog/search-marketing/seo-resources/my-top-tip-for-managing-multiple-seo-clients-browser-accounts/
  37. 37. Set Up Site SearchFinding the query parameter – perform a search on the site andlook at URL.
  38. 38. Set Up Site SearchGo to admin->Profile Settings->Scroll Down
  39. 39. Set Up Site SearchGo to content->site search->search terms
  40. 40. Lame.
  41. 41. Custom Report!Internal Search Performance Custom Reporthttp://bit.ly/SGoaw3
  42. 42. Custom Report – Top LevelFirst Level – Visits With/Without Site Search
  43. 43. Custom Report = Super Action-abilityFind high bounce / exit search terms. CREATE that content.
  44. 44. Segment Branded KeywordsDefault segment: not totally worthless but close.
  45. 45. Segment Brand KeywordsCreate advanced segment (this brand name is a simple example).Brand Name:VacuumSpot
  46. 46. Segment Non-Brand KeywordsEXCLUDE brand names segment – to measure only generic keywords.Brand Name:VacuumSpot
  47. 47. Organic Search NEW Non-Brand Acquisition FromGoogleBrand Name:VacuumSpot
  48. 48. Measure Social Media Traffic(?)Default GA Social Traffic ViewHow many of these are actually“social networks”?
  49. 49. Measure Social Media Traffic(?)Would you call this “social media”?
  50. 50. Segment Social Media TrafficBuild your own socialmedia segment.Don’t forget short URLs(ie: t.co)Use this segment as astarting point.http://bit.ly/RzKHdX
  51. 51. Segment # of Keywords In Search1 Word Searcheshttp://bit.ly/SqSR6j2 Word Searcheshttp://bit.ly/PwbGrk3 Word Searcheshttp://bit.ly/WnlUOO4+ Word Searcheshttp://bit.ly/PPRdPDRegEx for one word searches - ^s*[^s]+(s+[^s]+){0}s*$More on Avinash’s post - http://www.kaushik.net/avinash/advanced-analytics-visitor-segments-engagement-social-media-search-long-tail/
  52. 52. Site Section Performance – CaseStudywww.admissionsquest.com
  53. 53. Site Section Performance – CaseStudyWhich of these should they do more of? Less of?
  54. 54. Site Section Performance – CaseStudyWhat’s bringing the most traffic for the least effort?
  55. 55. Site Section Performance – CaseStudywww.admissionsquest.comData Needed:1. Site sections – Screaming Frog2. Number of pages indexed each section – Googlequeries3. Number of Google visits each section – analytics
  56. 56. Site Section Performance – CaseStudywww.admissionsquest.comDesired End Metric ->Visits From Google Per Pages In Section
  57. 57. Site Section Performance – CaseStudyFirst crawl the site with Screaming Frog. Export HTML to csv.
  58. 58. Site Section Performance – CaseStudyIn Excel, tag each section (and sub-sections if you want) of the site.
  59. 59. Site Section Performance – CaseStudyHopefully you’ll have about 8-12 main sections.
  60. 60. Site Section Performance – CaseStudyFind out how many are indexed for each section with advanced queries. (Might betricky if site doesn’t have good URL structure)
  61. 61. Site Section Performance – CaseStudyPut in spreadsheet – site sections and how many pages indexed per section.
  62. 62. Site Section Performance – CaseStudyCreate segments for EACH section in analytics. Organic Google traffic only.
  63. 63. Site Section Performance – CaseStudyApply segment to get number of visits from Google.
  64. 64. Site Section Performance – CaseStudyAdd number of visits to spreadsheet.Divide Visits by Pages Indexed =(C2/D2)
  65. 65. Site Section Performance – CaseStudyGraph It. Long form evergreen articles perform amazingly well compared to blogging.
  66. 66. Case Study - SaaS – WPMU Premiumhttp://premium.wpmudev.org
  67. 67. Problem: Four User States1. Not logged in / not paying2. Logged in / not paying3. Logged in / paid4. Admin
  68. 68. Use Custom Variables - User Stateshttps://developers.google.com/analytics/devguides/collection/gajs/gaTrackingCustomVariables
  69. 69. Use Custom Variables - User StatesOriginal setup – not ideal.
  70. 70. Use Custom Variables - User StatesReference: http://net.tutsplus.com/tutorials/other/quick-tip-the-power-of-google-analytics-custom-variables/Improved setup
  71. 71. Use An End To End Reporthttp://www.kaushik.net/avinash/actionable-web-analytics-custom-reports-advanced-segments/AcquisitionHow they foundyouSourceKeywordBehaviorWhat they didBouncesPages/visitOutcomeWhat happenedTransactionsPer visit value
  72. 72. Use An End To End Custom Reporthttp://bit.ly/Yrm71n
  73. 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. 74. So Let’s Review
  75. 75. Analytics is could belike…
  76. 76. …assembled Ikeafurniture.
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