Google Analytics & Search Engine Marketing Trends Roundtable

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Google Analytics & Search Engine Marketing Trends Roundtable

  1. 1. THE FRESH INTELLIGENCE ROUNDTABLE SERIES By Kate Hamilton-Miller
  2. 2. THE FRESH INTELLIGENCE ROUNDTABLE SERIES I Search, You Search: Search Smart • Search Engine Optimization (SEO) • Paid Search Advertising • Local Search Optimization • Social Media Marketing • Review Monitoring & Management • Mobile Advertising & SEO • Video Optimization • Display/Banner Planning & Placement www.341studios.com
  3. 3. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Kate Hamilton-Miller • Graphic Design & PR Background  Started Digital Marketing, 2004  Joined Search Smart in 2008  Certifications     Google Professional Bing Ads Professional Social Media Strategist Memberships    SEMPO National Association of Professional Women (NAPW) Women Centric www.341studios.com
  4. 4. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: Google still dominates as the top search engine, but how do others like Yahoo & Bing compare? www.341studios.com
  5. 5. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Current Search Share www.341studios.com
  6. 6. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: Are the other search engines important or should businesses just focus on Google? www.341studios.com
  7. 7. THE FRESH INTELLIGENCE ROUNDTABLE SERIES The Value of Yahoo & Bing  Yahoo + Tumblr  Bing + Facebook www.341studios.com
  8. 8. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: Have there been any recent algorithm changes? Is Google considering anything new when ranking web pages? www.341studios.com
  9. 9. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Periodic Table of SEO Success Factors* www.341studios.com
  10. 10. THE FRESH INTELLIGENCE ROUNDTABLE SERIES SEO Success Factor: Social Signals        www.341studios.com Active social profiles Likes Followers Favorites Retweets Mentions Unique external content
  11. 11. THE FRESH INTELLIGENCE ROUNDTABLE SERIES SEO Success Factor: Trust/Authority  Google Authorship  Associated with individual profiles  Rel=author  Google Publisher  Connect your website to blog content  Rel=publisher www.341studios.com
  12. 12. THE FRESH INTELLIGENCE ROUNDTABLE SERIES SEO Success Factor: Mobile  Smartphone and Tablet traffic to websites is increasing*  Audience>Mobile>Overview  Audience>Mobile>Devices  Is your content mobile friendly?     Length Layout Structure Calls to Action www.341studios.com
  13. 13. THE FRESH INTELLIGENCE ROUNDTABLE SERIES SEO Success Factor: Mobile  Healthcare Clients  30-45% of all traffic  Professional Services  10-15% of all traffic  Ecommerce  25-40% of all traffic  B2B  5-15% of all traffic www.341studios.com
  14. 14. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: It sounds like algorithm updates are going on regularly, whether we hear about them or not – Is that correct? www.341studios.com
  15. 15. THE FRESH INTELLIGENCE ROUNDTABLE SERIES On-going Algorithm Changes  Panda Everflux (#25)  Press Release “No Follow” Links www.341studios.com
  16. 16. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: As the ranking algorithm is updated, how has the search results page (SERP) changed? www.341studios.com
  17. 17. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google+ Reviews Pop-up Overlay www.341studios.com
  18. 18. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Organic Search Sitelinks www.341studios.com
  19. 19. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Bing Deep Links & Sub-Level Links www.341studios.com
  20. 20. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: How many people here use Google Analytics on their website or blog? www.341studios.com
  21. 21. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: As SEO has become more complex, we’re actually getting less information from Google and it’s become harder to track where a site ranks for a particular keyword or phrase. Can you tell us why that is? www.341studios.com
  22. 22. THE FRESH INTELLIGENCE ROUNDTABLE SERIES ‘Not Provided’ Organic Search Data  October 2011: ‘Not Provided’ begins to appear  Withholds data associated with secure search  March 2012: Searchers on Google properties (not Google.com) are routed through secure search  July 2012: Firefox 14 launches with Google secure search for all searches  September 2012: Safari in iOS6 begins using Google secure search.  January 2013: Chrome moves to secure search www.341studios.com
  23. 23. THE FRESH INTELLIGENCE ROUNDTABLE SERIES ‘Not Provided’ Organic Search Data www.341studios.com
  24. 24. THE FRESH INTELLIGENCE ROUNDTABLE SERIES ‘Not Provided’ Organic Search Data  % of traffic reported as ‘not provided’ varies by industry and target audience  A recent report* found on average 49% of traffic was reported as ‘not provided’  % of ‘not provided’ tends to be higher for the technology industry and some individual blogs www.341studios.com
  25. 25. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: So how can people get the most out of their Google Analytics account? www.341studios.com
  26. 26. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Enhance Your Google Analytics Data  Webmaster Tools  Tracking URLs for all marketing  AdWords Auto-Tagging  Linked Accounts www.341studios.com
  27. 27. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: What other reporting options are there? www.341studios.com
  28. 28. THE FRESH INTELLIGENCE ROUNDTABLE SERIES SEO Reporting Options  Moz.com  Majestic SEO  Screaming Frog  Raven Tools  Market Samurai www.341studios.com
  29. 29. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Q: We’ve spent a lot of time discussing Organic Search, but Google Analytics reports on all traffic sources. What other tips do you have for getting the most out of the information available? www.341studios.com
  30. 30. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Advanced Segments  Default  Default                All Visits New Visits Returning Visitors Paid Search Traffic Non-paid Search Traffic Search Traffic Direct Traffic Referral Traffic Visits with Conversions Visits with Transactions www.341studios.com Mobile Traffic Tablet Traffic Mobile & Tablet Traffic Tablet & Desktop Traffic Non-Bounce Visits  Custom (Define your own)*
  31. 31. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Advanced Segments www.341studios.com
  32. 32. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Advanced Segments www.341studios.com
  33. 33. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Assisted Conversion www.341studios.com
  34. 34. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Top Conversion Paths www.341studios.com
  35. 35. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Key Takeaways  Offset impact of ‘Not Provided’ Google Analytics data by linking your Webmaster Tools account and using 3rd party tools  Setup Google+ Profile & Authorship  Track Everything!  Use advanced segments & create your own custom segments  Review assisted conversion data & top conversion paths to define true value of marketing efforts www.341studios.com
  36. 36. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Thank You! Kate Hamilton-Miller khamilton@isearchsmart.com @KateHMiller Presentation Available: http://slidesha.re/194Yak6 Search Smart Marketing www.isearchsmart.com @iSearchSmart Facebook.com/SearchSmartMarketing www.341studios.com
  37. 37. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics & Search Engine Marketing Trends APPENDIX
  38. 38. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Analytics Terminology  Tracking Code  JavaScript placed on each page of your site  Tracking URL  Web Address of the page on your site you want to direct visitors to + relevant marketing info  Campaign  Marketing initiative; Email Blast; Paid Search Ads www.341studios.com
  39. 39. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Periodic Table of SEO Success Factors  The Periodic Table was created by Search Engine Land; copyright Third Door Media  Access a full copy of the periodic table here: http://selnd.com/1aAdyXE  Also checkout the companion guide and explanation here: http://slidesha.re/1deevG1 www.341studios.com
  40. 40. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Pulling Mobile Reports in Google Analytics www.341studios.com
  41. 41. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics ‘Not Provided’ Report  Looking at the latest quarter of BrightEdge data on over 8,400 brands, 56% of traffic to technology sites are coming from Google secure search. This represents the highest reach for secure searches.  BrightEdge posited this could be related to the fact that brand in that industry tend to market to a savvier audience, who would be more likely to opt into secure search even if it was not the default setting for their browser www.341studios.com
  42. 42. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics ‘Not Provided’ Report Source: BrightEdge ‘Not Provided’ Report; August 2013 www.341studios.com
  43. 43. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics ‘Not Provided’ vs. Webmaster Tools Top Search Queries  Google Analytics  Webmaster Tools
  44. 44. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics Setup  Free account  www.google.com/analytics  Link to AdWords  Adwords.Google.com  Webmaster Tools Integration  www.google.com/webmasters/tools  Define Goals and Conversion Funnels www.341studios.com USE THE SAME LOGIN ACROSS ALL GOOGLE PRODUCTS
  45. 45. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Analytics Tracking – Tag Everything!  What     Pay-Per-Click (CPC) Email Social Buttons, Posts Display  How  AdWords Auto-Tagging  Tracking URL Generator  SEARCH: Google Analytics Tracking URL Builder  http://support.google.com/analytics/answer/1033867?hl=en www.341studios.com
  46. 46. THE FRESH INTELLIGENCE ROUNDTABLE SERIES AdWords Auto-Tagging     Login to AdWords My Account > Preferences Edit, Check Destination URL Auto-Tagging Save Changes www.341studios.com
  47. 47. THE FRESH INTELLIGENCE ROUNDTABLE SERIES AdWords Auto-Tagging www.341studios.com
  48. 48. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Conversion Funnel     Log into Analytics & click admin button Select your profile (www.website.com) Goals tab Click Create A Goal button  Or select a goal you wish to edit      Enter Goal Description Add URL of conversion page under Goal Details Turn Funnel button on Enter each step of the conversion process you wish to track Note whether a step is required www.341studios.com
  49. 49. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Conversion Funnel Click Admin Button Select Website Profile www.341studios.com
  50. 50. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Conversion Funnel Select One to Begin Funnel www.341studios.com
  51. 51. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Conversion Funnel www.341studios.com
  52. 52. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Custom Segment www.341studios.com
  53. 53. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Custom Segment www.341studios.com
  54. 54. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Custom Segment      Log into Analytics & click into your profile Select Advanced Segments Select New Custom Segment Name your segment (Be specific) Define what you are looking for using dropdown menus with and/or statements  Test to make sure all data is pulling appropriately  Save segment www.341studios.com

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