Analytics For SEOs - Mozcation Portsmouth 11/7/12
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Analytics For SEOs - Mozcation Portsmouth 11/7/12

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Slides from Mozcation Portsmouth - November 7th 2012 - use to get links to advanced segments and custom reports.

Slides from Mozcation Portsmouth - November 7th 2012 - use to get links to advanced segments and custom reports.

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Analytics For SEOs - Mozcation Portsmouth 11/7/12 Analytics For SEOs - Mozcation Portsmouth 11/7/12 Presentation Transcript

  • ANALYTICS FOR SEO
  • Dan Shure Owner/consultant at Evolving SEO SEOmoz Associate @dan_shure http://bitly.com/mp-analytics
  • 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 Decisions vs. ?
  • (Should) Measure Effectiveness
  • Justifies Decisions Budgets Stock Photo Warning
  • Justifies Decisions Budgets “Here’s your budget.” - Cheesy stock photo guy
  • But It’s Hard Work.
  • Why is it hard work?
  • Because analytics is like…
  • Analytics Is Like Buying Furniture At Ikea.
  • 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/blog/screaming-frog-to-verify-google-analytics
  • 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 Speed Data10 is 10% sample rate. Can go up to 100% (although notrecommended for very large sites).
  • Sharing Customizations Is HardDo you want to cut and paste all of these segments just to share them?
  • Managing Accounts With Chrome LoginsCreate Chrome Login for each client. Access analytics, WMT, G Docs all fromone account/Chrome Login.
  • Managing Accounts With Chrome Loginshttp://www.koozai.com/blog/search-marketing/seo-resources/my-top-tip-for-managing-multiple-seo-clients-browser-accounts/
  • 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 Search Go 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-ability Find high bounce / exit search terms. CREATE that content.
  • Segment Branded Keywords Default segment: not totally worthless but close.
  • Segment Brand KeywordsBrand Name:VacuumSpot Create advanced segment (this brand name is a simple example).
  • Segment Non-Brand KeywordsBrand Name:VacuumSpot EXCLUDE brand names segment – to measure only generic keywords.
  • Organic Search NEW Non-Brand Acquisition From GoogleBrand Name:VacuumSpot
  • Measure Social Media Traffic(?) Default GA Social Traffic View How many of these are actually “social networks”?
  • Measure Social Media Traffic(?)Would you call this “social media”?
  • 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
  • Segment # of Keywords In Search RegEx for one word searches - ^s*[^s]+(s+[^s]+){0}s*$1 Word Searcheshttp://bit.ly/SqSR6j2 Word Searcheshttp://bit.ly/PwbGrk3 Word Searcheshttp://bit.ly/WnlUOO4+ Word Searcheshttp://bit.ly/PPRdPD More on Avinash’s post - http://www.kaushik.net/avinash/advanced-analytics-visitor-segments-engagement-social-media-search-long- tail/
  • Site Section Performance – Case Study www.admissionsquest.com
  • Site Section Performance – Case StudyWhich of these should they do more of? Less of?
  • Site Section Performance – Case StudyWhat’s bringing the most traffic for the least effort?
  • Site Section Performance – Case StudyData Needed:1. Site sections – Screaming Frog2. Number of pages indexed each section – Googlequeries3. Number of Google visits each section – analytics www.admissionsquest.com
  • Site Section Performance – Case Study Desired End Metric -> Visits From Google Per Pages In Section www.admissionsquest.com
  • Site Section Performance – Case StudyFirst crawl the site with Screaming Frog. Export HTML to csv.
  • Site Section Performance – Case StudyIn Excel, tag each section (and sub-sections if you want) of the site.
  • Site Section Performance – Case StudyHopefully you’ll have about 8-12 main sections.
  • Site Section Performance – Case StudyFind out how many are indexed for each section with advanced queries. (Might betricky if site doesn’t have good URL structure)
  • Site Section Performance – Case StudyPut in spreadsheet – site sections and how many pages indexed per section.
  • Site Section Performance – Case StudyCreate segments for EACH section in analytics. Organic Google traffic only.
  • Site Section Performance – Case StudyApply segment to get number of visits from Google.
  • Site Section Performance – Case StudyAdd number of visits to spreadsheet.Divide Visits by Pages Indexed =(C2/D2)
  • Site Section Performance – Case StudyGraph It. Long form evergreen articles perform amazingly well compared to blogging.
  • Case Study - SaaS– WPMU Premium http://premium.wpmudev.org
  • Problem: Four User States1. Not logged in / not paying2. Logged in / not paying3. Logged in / paid4. Admin
  • Use Custom Variables - User States https://developers.google.com/analytics/devguides/collection/gajs/gaTra ckingCustomVariables
  • Use Custom Variables - User StatesOriginal setup – not ideal.
  • Use Custom Variables - User StatesImproved setupReference: http://net.tutsplus.com/tutorials/other/quick-tip-the-power-of-google-analytics-custom-variables/
  • Use An End To End Report Acquisition Behavior Outcome How they found What they did What happened you Bounces Transactions Source Pages/visit Per visit value Keywordhttp://www.kaushik.net/avinash/actionable-web-analytics-custom-reports-advanced-segments/
  • 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-analytics-custom-reports-advanced-segments/
  • So Let’s Review
  • Analytics is could be like…
  • …assembled Ikeafurniture.
  • Q&A@dan_shure Owner/consultant at Evolving SEO SEOmoz Associate @dan_shure http://bitly.com/mp-analytics