The document discusses how to use Google Analytics to improve search engine optimization. It provides tips on analyzing organic search traffic sources and keywords, identifying poor performing pages, checking for 404 errors, setting up custom alerts, examining site search and page speed data. The goal is to optimize web pages, fix issues, and focus SEO efforts on keywords and pages that are high performing or could benefit from improvements.

1. Improving Search Engine
Optimization (SEO) with
Google Analytics
Jackson Lo
SEO Consultant, Cardinal Path
@jackson_lo
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2. Focus on Growth & Trends
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3. “not provided keyword”
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4. Search Reports
Traffic Sources > Sources > Search
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5. Keywords Reports
???
Our top keyword is (not provided)!
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6. (not provided)
IS HERE TO STAY
LETS FIND WAYS TO MAKE
USE OF THIS DATA
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7. Keyword Report
What pages are these (not provided) visitors landing on?
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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.
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9. TIP: Excel Shortcuts #FTW
ALT + N + V + T + ENTER
= Insert PivotTable
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10. Removing (not provided)
We want to Input your variable
exclude brackets
Use the inline filter to remove (not provided) & (not set).
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11. Removing (not provided)
Look at the traffic from users who are not logged in!
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12. Doing Keyword Research
Good search volume for these
keywords – let’s attempt to
optimize for them.
Optimize for keywords with high demand.
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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.
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14. Content Engagement
What is
happening here?
Do a large portion of our search visits bounce?
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15. 404 Not Found
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16. 404 Pages
Check your page
title for the 404 Not
Found page.
Look for your 404 pages inside the Content reports.
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17. 404 Pages
Grab the title of your 404 pages from the browser.
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18. Why 404 Pages?
Broken links
o Internal links
o External links
o Campaign outreach
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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.
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20. 404 with Custom Reports
http://bit.ly/404Pag
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21. 404 with Custom Reports
http://bit.ly/404Pag
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22. Content by Title Report
Good…
It’s best practice to have unique Titles across all pages.
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23. Canonical URLs
Bad…
But when you don’t have unique titles… #FAIL
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24. Referrals Report
Traffic Sources > Sources > Referrals
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25. Referrals Report
These are the websites
linking to you.
Look for partnership opportunities!
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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.
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27. Custom Alerts
Identifying the “known unknowns” – Avinash Kaushik
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28. Custom Alerts
Google Analytics allows you to set up any alerts you want!
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29. Custom Alerts
Evaluate your data
and decide what
threshold to use!
Custom Alert: Organic Traffic Drops 50%
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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!
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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!
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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 Conversions
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33. Page Timings
Learn more about Site Speed sample rates:
https://developers.google.com/analytics/devguides/collection/gajs/methods/gaJSApiBasicConfiguration#_gat.GA_Tracker_._setSiteSpeedSampleRate
Consider ‘Page Load Sample’ size when analyzing load times.
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34. Page Load Time Buckets
Identify problems in specific time buckets.
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35. Page Load Time Buckets
Fast!
Sloooooooow
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36. Page Timings – Map Overlay
Use a CDN service to distribute site files globally.
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37. Site Speed Reports
http://bit.ly/GASpeed
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38. Improving Search Engine
Optimization (SEO) with
Google Analytics, Q&A
Jackson Lo
SEO Consultant, Cardinal Path
@jackson_lo
www.CardinalPath.com ©2012 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 38