• Save
Improving Search Engine Optimization (SEO) with Google Analytics
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Improving Search Engine Optimization (SEO) with Google Analytics

  • 918 views
Uploaded on

Buried under hundreds of reports, there are some essential reports inside Google Analytics that you can glean upon to make improvements to your SEO. In this presentation, I walk through example......

Buried under hundreds of reports, there are some essential reports inside Google Analytics that you can glean upon to make improvements to your SEO. In this presentation, I walk through example reports and explain where you can find those golden nugget data points to take your SEO to the next level.

More in: Education
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
918
On Slideshare
917
From Embeds
1
Number of Embeds
1

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 1

https://twitter.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Improving Search Engine Optimization (SEO) with Google Analytics Jackson Lo SEO Consultant, Cardinal Path @jackson_lowww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 1
  • 2. Focus on Growth & Trendswww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 2
  • 3. “not provided keyword”www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 3
  • 4. Search Reports Traffic Sources > Sources > Searchwww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 4
  • 5. Keywords Reports ??? Our top keyword is (not provided)!www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 5
  • 6. (not provided) IS HERE TO STAY LETS FIND WAYS TO MAKE USE OF THIS DATAwww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 6
  • 7. Keyword Report What pages are these (not provided) visitors landing on?www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 7
  • 8. Keyword-Page Alignment Landing Pages Sum of Visits / 192 /locations/ 171 /google-adwords-analytics/washington/ 65 /google-analytics/ 51 /google-adwords-analytics/chicago/ 43 /google-adwords/ 32 /google-adwords-analytics/toronto/ 22 /google-adwords-analytics/minneapolis/ 21 /google-adwords-analytics/chicago/ 43 (not provided) 24 24 keyword visits cardinal path 4 brought people to google analytics training chicago 3 google analytics chicago 3 this page. So what? cardinal path training chicago 2 google engage events chicago 1 seo seminars 2012 1 google seminar chicago 1 chicago analytics training 1 Other found us in the long tail! analytics courses in chicago 1 seo seminars november 2012 1 chicago, il training for seo, sem 2012 1 Better yet, use PivotTables to analyze your keywords.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 8
  • 9. TIP: Excel Shortcuts #FTW ALT + N + V + T + ENTER = Insert PivotTablewww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 9
  • 10. Removing (not provided) We want to Input your variable exclude brackets Use the inline filter to remove (not provided) & (not set).www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 10
  • 11. Removing (not provided) Look at the traffic from users who are not logged in!www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 11
  • 12. Doing Keyword Research Good search volume for these keywords – let’s attempt to optimize for them. Optimize for keywords with high demand.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 12
  • 13. Poor Performing Landing Pages Our messenger bag page is not receiving as many visits it could. How can we improve it? Look at pages that may not appear in search results.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 13
  • 14. Content Engagement What is happening here? Do a large portion of our search visits bounce?www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 14
  • 15. 404 Not Foundwww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 15
  • 16. 404 Pages Check your page title for the 404 Not Found page. Look for your 404 pages inside the Content reports.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 16
  • 17. 404 Pages Grab the title of your 404 pages from the browser.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 17
  • 18. Why 404 Pages? Broken links o Internal links o External links o Campaign outreachwww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 18
  • 19. Dead (404) Pages Look for “Not Found” in your title tag. Set a threshold. Let Google Analytics tell you when visitors reach a 404 page.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 19
  • 20. 404 with Custom Reports http://bit.ly/404Pagwww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 20
  • 21. 404 with Custom Reports http://bit.ly/404Pagwww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 21
  • 22. Content by Title Report Good… It’s best practice to have unique Titles across all pages.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 22
  • 23. Canonical URLs Bad… But when you don’t have unique titles… #FAILwww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 23
  • 24. Referrals Report Traffic Sources > Sources > Referralswww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 24
  • 25. Referrals Report These are the websites linking to you. Look for partnership opportunities!www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 25
  • 26. Referrals Report Who brought them here, where did they land? (aka – what is the link?) Drill down further to see which links brought in revenue.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 26
  • 27. Custom Alerts Identifying the “known unknowns” – Avinash Kaushikwww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 27
  • 28. Custom Alerts Google Analytics allows you to set up any alerts you want!www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 28
  • 29. Custom Alerts Evaluate your data and decide what threshold to use! Custom Alert: Organic Traffic Drops 50%www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 29
  • 30. Custom Alerts When there are no visitors coming in, there must be something wrong. Custom Alert: Traffic Flatline – no traffic coming in at all!www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 30
  • 31. Site Search People are looking for posters, can we bring they search again!? Did it up to the main YES THEY DID! navigation? Site Search happens when visitors are already on your site!www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 31
  • 32. Site Speed “Avg. Page Load time” indicates the overall page load time, from the moment somebody clicks to try to view your page, all the way to the completion of page loading.One Second Delay In Page-Load Can Cause 7% Loss In Customer Conversionswww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 32
  • 33. Page TimingsLearn more about Site Speed sample rates:https://developers.google.com/analytics/devguides/collection/gajs/methods/gaJSApiBasicConfiguration#_gat.GA_Tracker_._setSiteSpeedSampleRateConsider ‘Page Load Sample’ size when analyzing load times.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 33
  • 34. Page Load Time Buckets Identify problems in specific time buckets.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 34
  • 35. Page Load Time Buckets Fast! Sloooooooowwww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 35
  • 36. Page Timings – Map Overlay Use a CDN service to distribute site files globally.www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 36
  • 37. Site Speed Reports http://bit.ly/GASpeedwww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 37
  • 38. Improving Search Engine Optimization (SEO) with Google Analytics, Q&A Jackson Lo SEO Consultant, Cardinal Path @jackson_lowww.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 38