Analytics For SEOs - Mozcation Portsmouth 11/7/12
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Analytics For SEOs - Mozcation Portsmouth 11/7/12

on

  • 3,711 views

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.

Statistics

Views

Total Views
3,711
Views on SlideShare
3,527
Embed Views
184

Actions

Likes
12
Downloads
74
Comments
0

5 Embeds 184

https://twitter.com 80
http://www.scoop.it 76
http://kred.com 24
http://www.conseilsmarketing.com 3
http://www.onlydoo.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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

  • 1. ANALYTICS FOR SEO
  • 2. Dan Shure Owner/consultant at Evolving SEO SEOmoz Associate @dan_shure http://bitly.com/mp-analytics
  • 3. Analytics is like…
  • 4. Gardening. Cute.
  • 5. A two-way mirror.
  • 6. An X-Ray. Clever.
  • 7. Ahhh sports.
  • 8. Huh?
  • 9. What?!A… Drag Queen?!
  • 10. Let’s start over.
  • 11. Analytics…
  • 12. Analytics Provides Data
  • 13. (Should) Help Make Decisions vs. ?
  • 14. (Should) Measure Effectiveness
  • 15. Justifies Decisions Budgets Stock Photo Warning
  • 16. Justifies Decisions Budgets “Here’s your budget.” - Cheesy stock photo guy
  • 17. But It’s Hard Work.
  • 18. Why is it hard work?
  • 19. Because analytics is like…
  • 20. Analytics Is Like Buying Furniture At Ikea.
  • 21. Useless Until Assembled
  • 22. We’ve Made Progress
  • 23. Analytics Used To Be Like THIS. Confusing.
  • 24. Analytics Used To Be THIS. Poor data.
  • 25. Then Came This…
  • 26. We Can Still Do Better…Default reports not actionable.
  • 27. Analytics For SEO
  • 28. Verify Analytics CodeUse Screaming Frog Custom Filters To Check For Code - @rachaelgersonhttp://www.seerinteractive.com/blog/screaming-frog-to-verify-google-analytics
  • 29. Verify Analytics CodeUse Browser PluginsAnalytics Debugger - http://bit.ly/Pw18sf
  • 30. Verify Analytics CodeUse Browser PluginsAnalytics Helper - http://bit.ly/XbyJuL
  • 31. Use Three Profiles
  • 32. Filter Internal TrafficRange Of IP Address Toolhttp://support.google.com/analytics/bin/answer.py?hl=en&answer=1034771
  • 33. Filter Internal TrafficUsing RegEx from the tool, paste into a custom filter.
  • 34. Increase Sample Size – Site Speed Data10 is 10% sample rate. Can go up to 100% (although notrecommended for very large sites).
  • 35. Sharing Customizations Is HardDo you want to cut and paste all of these segments just to share them?
  • 36. Managing Accounts With Chrome LoginsCreate Chrome Login for each client. Access analytics, WMT, G Docs all fromone account/Chrome Login.
  • 37. Managing Accounts With Chrome Loginshttp://www.koozai.com/blog/search-marketing/seo-resources/my-top-tip-for-managing-multiple-seo-clients-browser-accounts/
  • 38. Set Up Site SearchFinding the query parameter – perform a search on the site andlook at URL.
  • 39. Set Up Site SearchGo to admin->Profile Settings->Scroll Down
  • 40. Set Up Site Search Go to content->site search->search terms
  • 41. Lame.
  • 42. Custom Report!Internal Search Performance Custom Reporthttp://bit.ly/SGoaw3
  • 43. Custom Report – Top LevelFirst Level – Visits With/Without Site Search
  • 44. Custom Report = Super Action-ability Find high bounce / exit search terms. CREATE that content.
  • 45. Segment Branded Keywords Default segment: not totally worthless but close.
  • 46. Segment Brand KeywordsBrand Name:VacuumSpot Create advanced segment (this brand name is a simple example).
  • 47. Segment Non-Brand KeywordsBrand Name:VacuumSpot EXCLUDE brand names segment – to measure only generic keywords.
  • 48. Organic Search NEW Non-Brand Acquisition From GoogleBrand Name:VacuumSpot
  • 49. Measure Social Media Traffic(?) Default GA Social Traffic View How many of these are actually “social networks”?
  • 50. Measure Social Media Traffic(?)Would you call this “social media”?
  • 51. 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
  • 52. 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/
  • 53. Site Section Performance – Case Study www.admissionsquest.com
  • 54. Site Section Performance – Case StudyWhich of these should they do more of? Less of?
  • 55. Site Section Performance – Case StudyWhat’s bringing the most traffic for the least effort?
  • 56. 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
  • 57. Site Section Performance – Case Study Desired End Metric -> Visits From Google Per Pages In Section www.admissionsquest.com
  • 58. Site Section Performance – Case StudyFirst crawl the site with Screaming Frog. Export HTML to csv.
  • 59. Site Section Performance – Case StudyIn Excel, tag each section (and sub-sections if you want) of the site.
  • 60. Site Section Performance – Case StudyHopefully you’ll have about 8-12 main sections.
  • 61. 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)
  • 62. Site Section Performance – Case StudyPut in spreadsheet – site sections and how many pages indexed per section.
  • 63. Site Section Performance – Case StudyCreate segments for EACH section in analytics. Organic Google traffic only.
  • 64. Site Section Performance – Case StudyApply segment to get number of visits from Google.
  • 65. Site Section Performance – Case StudyAdd number of visits to spreadsheet.Divide Visits by Pages Indexed =(C2/D2)
  • 66. Site Section Performance – Case StudyGraph It. Long form evergreen articles perform amazingly well compared to blogging.
  • 67. Case Study - SaaS– WPMU Premium http://premium.wpmudev.org
  • 68. Problem: Four User States1. Not logged in / not paying2. Logged in / not paying3. Logged in / paid4. Admin
  • 69. Use Custom Variables - User States https://developers.google.com/analytics/devguides/collection/gajs/gaTra ckingCustomVariables
  • 70. Use Custom Variables - User StatesOriginal setup – not ideal.
  • 71. Use Custom Variables - User StatesImproved setupReference: http://net.tutsplus.com/tutorials/other/quick-tip-the-power-of-google-analytics-custom-variables/
  • 72. 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/
  • 73. Use An End To End Custom Reporthttp://bit.ly/Yrm71n
  • 74. 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/
  • 75. So Let’s Review
  • 76. Analytics is could be like…
  • 77. …assembled Ikeafurniture.
  • 78. Q&A@dan_shure Owner/consultant at Evolving SEO SEOmoz Associate @dan_shure http://bitly.com/mp-analytics