Why Analytics important for any business - EBriks Infotech
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Why Analytics important for any business - EBriks Infotech

Why Analytics important for any business - EBriks Infotech

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Why Analytics 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 Decisionsvs. ?
  • 13. (Should) Measure Effectiveness
  • 14. Stock Photo WarningJustifies Decisions Budgets
  • 15. Justifies Decisions Budgets“Here’s yourbudget.”- 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 AtIkea.
  • 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 CodeUse Screaming Frog Custom Filters To Check For Code - @rachaelgersonhttp://www.seerinteractive.com/blog/screaming-frog-to-verify-google-analytics
  • 28. Verify Analytics CodeUse Browser PluginsAnalytics Debugger - http://bit.ly/Pw18sf
  • 29. Verify Analytics CodeUse Browser PluginsAnalytics Helper - http://bit.ly/XbyJuL
  • 30. Use Three Profiles
  • 31. Filter Internal TrafficRange Of IP Address Toolhttp://support.google.com/analytics/bin/answer.py?hl=en&answer=1034771
  • 32. Filter Internal TrafficUsing RegEx from the tool, paste into a custom filter.
  • 33. Increase Sample Size – Site SpeedData10 is 10% sample rate. Can go up to 100% (although notrecommended for very large sites).
  • 34. Sharing Customizations Is HardDo you want to cut and paste all of these segments just to share them?
  • 35. Managing Accounts With ChromeLoginsCreate Chrome Login for each client. Access analytics, WMT, G Docs all fromone account/Chrome Login.
  • 36. Managing Accounts With ChromeLoginshttp://www.koozai.com/blog/search-marketing/seo-resources/my-top-tip-for-managing-multiple-seo-clients-browser-accounts/
  • 37. Set Up Site SearchFinding the query parameter – perform a search on the site andlook at URL.
  • 38. Set Up Site SearchGo to admin->Profile Settings->Scroll Down
  • 39. Set Up Site SearchGo to content->site search->search terms
  • 40. Lame.
  • 41. Custom Report!Internal Search Performance Custom Reporthttp://bit.ly/SGoaw3
  • 42. Custom Report – Top LevelFirst Level – Visits With/Without Site Search
  • 43. Custom Report = Super Action-abilityFind high bounce / exit search terms. CREATE that content.
  • 44. Segment Branded KeywordsDefault segment: not totally worthless but close.
  • 45. Segment Brand KeywordsCreate advanced segment (this brand name is a simple example).Brand Name:VacuumSpot
  • 46. Segment Non-Brand KeywordsEXCLUDE brand names segment – to measure only generic keywords.Brand Name:VacuumSpot
  • 47. Organic Search NEW Non-Brand Acquisition FromGoogleBrand Name:VacuumSpot
  • 48. Measure Social Media Traffic(?)Default GA Social Traffic ViewHow many of these are actually“social networks”?
  • 49. Measure Social Media Traffic(?)Would you call this “social media”?
  • 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. 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. Site Section Performance – CaseStudywww.admissionsquest.com
  • 53. Site Section Performance – CaseStudyWhich of these should they do more of? Less of?
  • 54. Site Section Performance – CaseStudyWhat’s bringing the most traffic for the least effort?
  • 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. Site Section Performance – CaseStudywww.admissionsquest.comDesired End Metric ->Visits From Google Per Pages In Section
  • 57. Site Section Performance – CaseStudyFirst crawl the site with Screaming Frog. Export HTML to csv.
  • 58. Site Section Performance – CaseStudyIn Excel, tag each section (and sub-sections if you want) of the site.
  • 59. Site Section Performance – CaseStudyHopefully you’ll have about 8-12 main sections.
  • 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. Site Section Performance – CaseStudyPut in spreadsheet – site sections and how many pages indexed per section.
  • 62. Site Section Performance – CaseStudyCreate segments for EACH section in analytics. Organic Google traffic only.
  • 63. Site Section Performance – CaseStudyApply segment to get number of visits from Google.
  • 64. Site Section Performance – CaseStudyAdd number of visits to spreadsheet.Divide Visits by Pages Indexed =(C2/D2)
  • 65. Site Section Performance – CaseStudyGraph It. Long form evergreen articles perform amazingly well compared to blogging.
  • 66. Case Study - SaaS – WPMU Premiumhttp://premium.wpmudev.org
  • 67. Problem: Four User States1. Not logged in / not paying2. Logged in / not paying3. Logged in / paid4. Admin
  • 68. Use Custom Variables - User Stateshttps://developers.google.com/analytics/devguides/collection/gajs/gaTrackingCustomVariables
  • 69. Use Custom Variables - User StatesOriginal setup – not ideal.
  • 70. Use Custom Variables - User StatesReference: http://net.tutsplus.com/tutorials/other/quick-tip-the-power-of-google-analytics-custom-variables/Improved setup
  • 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. Use An End To End Custom Reporthttp://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 belike…
  • 76. …assembled Ikeafurniture.