Google Analytics: SEO Keyword Metrics With (not provided) Data Loss

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Relax, (not provided) data is not the end of the world. In this presentation from SMX West 2012 on "Life in a (not provided)" world I offer some work-a-rounds and alternative approaches within Google Analytics to keyword data and branded vs. non-branded search metrics, along with some custom segment suggestions and a quick look at mobile data, which mostly does not include (not provided).

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Google Analytics: SEO Keyword Metrics With (not provided) Data Loss

  1. 1. Life  In  A  [Not  Provided]  World  Presented  by  Max  Thomas  |  March  1,  2012  
  2. 2. First  Off,  Who  Am  I?  •  Name:  Max  Thomas   •  TwiNer:  @ThunderMax  •  Title:  President   •  LinkedIn:  linked.in/maxthomas  •  Company:  Thunder  SEO   •  Read  My  Posts:  bit.ly/max-­‐blog  
  3. 3. Miranda  =  Google  
  4. 4. White  Hat  SEOer  
  5. 5. Speechless  =  (not  provided)  
  6. 6. Focus  On  Analy[cs  
  7. 7. You’re  Right…It’s  Not  Perfect  
  8. 8. SEO  KPI  Branded  vs.  Non-­‐Branded  Search  
  9. 9. Overall  Non-­‐Branded  Search  Ra[o  Non-­‐Branded  Organic  Search  less  (not  provided)  /   All  Organic  Search  less  (not  provided)  
  10. 10. Locate  Organic  Search  Traffic  &  (not  provided)  
  11. 11. Custom  Segment  To  Filter  Branded  Keywords  
  12. 12. Include  Medium  “Organic”  In  Custom  Segment  
  13. 13. Overall  Non-­‐Branded  Search  Ra[o  Non-­‐Branded  Organic  Search  less  (not  provided)  /   All  Organic  Search  less  (not  provided)     4,212  –  541  /  3,346  –  541  =   76%   Here,  (not  provided)  represents  13%  of  traffic.  
  14. 14. Drill  Down:  Landing  Page  Search  Traffic   Select  View   Click  
  15. 15. Drill  Down:  Landing  Page  (not  provided)  
  16. 16. Home  Landing  Page  Non-­‐Branded  Ra[o  Home  Non-­‐Branded  Organic  Search  less  Home  (not  prov)  /   All  Home  Organic  Search  less  Home  (not  prov)  
  17. 17. Locate  Home  Organic  Search  Traffic  
  18. 18. Locate  Home  Non-­‐Branded  Search  Traffic  
  19. 19. Locate  Home  (not  provided)  
  20. 20. Home  Landing  Page  Non-­‐Branded  Ra[o  Home  Non-­‐Branded  Organic  Search  less  Home  (not  prov)  /   All  Home  Organic  Search  less  Home  (not  prov)     941  –  221  /  1,438  –  221  =     59%  
  21. 21. Non-­‐Branded  Ra[o  Comparisons   Overall  Site  =  76%   Home  Page  =  59%  
  22. 22. Treat  All  Home  (not  provided)  As  Branded   •  Not  Universally  Recommended   •  Check  Non-­‐Branded  Search  Ra[o  Of  Available   Keywords  First   •  If  Ra[o  Is  Very  Low,  Then  Perhaps     100%  Branded  /  0%  Non-­‐Branded  Is  Possible  
  23. 23. Non-­‐Branded  Ra[os  By  Landing  Pages  (LP)   Site/LP   Non-­‐Branded   Search   LP  1)  Home   59%   LP  2)  Services  Page   99%   LP  3)  Services  Page   100%   44%   LP  4)  Pricing  Page   42%   LP  5)  Informa[ve  Content   100%   LP  6)  Informa[ve  Content   88%   Weighted  Average   LP  7)  Contact   6%   62%  Of  Search  Traffic   LP  8)  Informa[ve  Content   100%   LP  9)  Infographic   94%   LP  10)  Informa[ve  Content   94%  
  24. 24. Non-­‐Branded  Ra[os  By  Landing  Pages  (LP)   Site/LP   Non-­‐Branded   %  (not   Search   provided)   Overall   76%   13%   LP  1)  Home   59%   15%   LP  2)  Services  Page   99%   9%   LP  3)  Services  Page   100%   9%   LP  4)  Pricing  Page   42%   12%   LP  5)  Informa[ve  Content   100%   9%   LP  6)  Informa[ve  Content   88%   15%   LP  7)  Contact   6%   10%   LP  8)  Informa[ve  Content   100%   6%   LP  9)  Infographic   94%   6%   LP  10)  Informa[ve  Content   94%   9%  
  25. 25. Conversions  Non-­‐Branded  Ra[o  Completed  Goals  Non-­‐Branded  Organic  Search  less  Comp  Goals  (not  prov)  /  All  Completed  Goals  Organic  Search  less   Comp  Goals  (not  prov)     38%  
  26. 26. Non-­‐Branded  Ra[o  Comparisons   Overall  Site  =  76%   Home  Page  =  59%   Top  10  Landing  Pages  =  44%   Conversions  =  38%  
  27. 27. Handy  Dandy  Spreadsheet   Blue  =  Input  
  28. 28. Mobile  &  (not  provided)  
  29. 29. Mobile  Vs.  Desktop  Non-­‐Branded  Search   Desktop   Mobile   Overall   53%   50%   LP  1  –  Home  Page   16%   14%   LP  2  –  Content   7%   5%   LP  3  –  Product   59%   63%   LP  4  –  Careers   6%   6%   LP  5  –  Management   6%   3%   LP  6  –  Product   16%   7%   LP  7  –  Product   30%   29%   LP  8  –  Career   99%   99%   LP  9  –  Product   19%   24%   LP  10  -­‐  Product   4%   0%  
  30. 30. Spreadsheet  &  Steps  Visit  Following  URL  To  Download   Spreadsheet  &  Steps:       bit.ly/thunderseo-­‐smx      
  31. 31. Thank  You!   Ques[ons?  max@thunderseo.com   @ThunderMax  

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