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This presentation was originally given at Superweek, Hungary (#spwk), but is relevant for all audiences interested in Google Analytics and SEO. ...

This presentation was originally given at Superweek, Hungary (#spwk), but is relevant for all audiences interested in Google Analytics and SEO.

Seeing your Keyword (not provided) in Google Analytics SUCKS, but it doesn't have to be the end of the world! Learn how to do a great job with SEO, even if you don't have keyword data available.

This presentation is chocked full of actionable tips, tools and valuable information to help you do a better job of analyzing your search performance.

Not provided is NOT the end of the world. It's the beginning of you becoming a better analyst!

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    Using Google Analytics for SEO Reporting in a (not provided) World Using Google Analytics for SEO Reporting in a (not provided) World Presentation Transcript

    • Google Analytics for SEO In a (not provided) World Photo  Credit:  Romeodesign  via  Compfight  
    • Your Guide Jeff  Sauer   Marketer  and  Entrepreneur   Jeffaly>cs   Minneapolis,  MN,  USA   google.com/+JeffSauer     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO   2  
    • It Was Cold Earlier This Month Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • From the Land of the Polar Vortex I’m  From   Here   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Cold in Any Measurement System Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • This is my Warm Weather Vacation Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Google Analytics is Like Othello Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Google Analytics is Like Othello A Second to Learn A Lifetime to Master Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • A Mile Wide and a Mile Deep Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Each Element Means Something Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Each Element Means Something Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Each Element Means Something Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • USING THE PERIODIC TABLE TO LEARN SEO IN GOOGLE ANALYTICS Photo  Credit:  dleiva  via  Compfight  
    • FIRST, (NOT PROVIDED)
    • Once Upon a Time I Said… “SEO  is   Analytics”     Jeff  Sauer  in  2009     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Rich Keyword Reports in 2009 Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Rich Data Going Away ~50%  of  Keywords  Not   Provided  in  2013   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • (Not Provided) Soon to be 100% 100%  of  Keywords  will  be   (Not  Provided)  in  >me   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • What Causes (Not Provided)? Should  we  move  to  an  all  HTTPS  web?:  h=p://yoast.com/web-­‐h=ps/     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • (Not Provided) Hurts SEO Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • We Are All Mad, But Life Goes On “Initially,  I  was  a  little  conflicted  about  the  whole  not  provided   affair…     I'm  a  lot  less  conflicted  now…     While  not  provided  is  not  an  optimal  scenario,  you'll  see  that   things  are  not  as  bad  as  initial  impressions  might  indicate”   Avinash  Kaushik  October  2013   bit.ly/1a0L8HH       Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • In Other Words Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • WAYS AROUND (NOT PROVIDED) Photo  Credit:  One_Penny  via  Compfight  
    • ORGANIC SEARCH REPORTS
    • Organic Search Still a Channel/Medium Organic  Search  Traffic  is   S>ll  Available  as  a  Channel   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Organic Search Still a Channel/Medium Organic  Search  Traffic  is   S>ll  Available  as  a  Channel   Organic  S>ll  Available   as  a  Medium   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • You Can Still Measure Traffic Trends Traffic  Comparison  by   Date  S>ll  Works  Great!   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • LANDING PAGES
    • Now I Am Saying… “If  your  Organic  landing  page   metrics  are  bad,  then  the   keyword  doesn’t  maeer”     Jeff  Sauer,  Today     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Organic Landing Pages Not  Exactly  a  Keyword,  but   S>ll  Preey  Awesome!   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • SECONDARY DIMENSIONS
    • Landing Page as Secondary Dimension No  Keyword   Provided?   No  Problem   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • FILTER YOUR DATA
    • Ugly Not Provided Keywords What  Does  it   Mean?   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Filter Data to Include Landing Page How  to  steal  some  'not  provided'  data  back  from  Google:     h=p://econsultancy.com/blog/8342-­‐how-­‐to-­‐steal-­‐some-­‐not-­‐provided-­‐data-­‐back-­‐from-­‐google     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Landing Page As Keyword Proxy Not  Perfect,  but   Much  Beeer!   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • MULTI CHANNEL FUNNELS
    • How Organic Search Contributes Sales Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • How Organic Assists Sales Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • WEBMASTER TOOLS
    • Google Webmaster Tools Reports Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Google Webmaster Tools Reports BeauLful  (and  Increasingly   More  Accurate)  Search  Data!     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Setting Up Google Webmaster Tools Set  Up  Webmaster   Tools  Data  Sharing   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Edit Webmaster Tools Settings Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Select Webmaster Tools Property Select  Your  Site   Save  Progress   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • GWT Data Accuracy Improvements Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • GWT Data Accuracy Improvements More  detailed  search  queries  in  Webmaster  Tools:   h=p://googlewebmastercentral.blogspot.com/2014/01/search-­‐queries-­‐not-­‐rounded.html     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • DEMOGRAPHICS
    • Enable  These   and  Update  Your   Tracking  Code   To  include  dc.js   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • View ABC Reports by Demographic Performance   by  Age   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Add a Secondary Dimension Only  Show   Organic  Search   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Add a Secondary Dimension Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Understand Key Search Demographics Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • ADWORDS PAID AND ORGANIC REPORT
    • View AdWords and Organic Side by Side         How  to  Use  Google  AdWords  Paid  &  Organic  Report  (Lunametrics):   h=p://www.lunametrics.com/blog/2013/09/16/adwords-­‐paid-­‐organic-­‐report/     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • DASHBOARDS
    • Not Provided Kit Not  Provided  Kit:  h=p://notprovidedkit.com/     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Install Segments, Reports, Dashboards Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Custom (not provided) Dashboard Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Google Analytics Gallery Google  AnalyLcs  SoluLons  Gallery:  h=ps://www.google.com/analyLcs/gallery/     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • STEPPING OUTSIDE OF GOOGLE ANALYTICS FOR MEASUREMENT
    • Utilize Rank Tracking Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Google Trends Gauge  Keyword  Interest   Over  Time   Google  Trends:  h=ps://www.google.com/trends/     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
    • Thank You! Jeff  Sauer   Marketer  and  Entrepreneur   Jeffaly>cs   Minneapolis,  MN,  USA   google.com/+JeffSauer       Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO   64