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Getting Actions from Analytics
 

Getting Actions from Analytics

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    Getting Actions from Analytics Getting Actions from Analytics Presentation Transcript

    • Getting Actions from Analytics
      SAScon
      20th May 2011
      Paddy Moogan, SEO Consultant
    • You can download slides and notes at the end
    • What key metrics should you be tracking?
    • Metrics that are actionable
      Why measure stuff you can’t do anything about?
    • Metrics that help you get shit done
      Fighting internal battles with solid data is vital
    • Everything else...
      Meh!
    • Metrics that are actionable
    • Ecommerce Websites
      Report the Customer Voice
    • % Visitors who view product pages
    • % Visitors who view product pages
      Action:
      • Improve internal navigation
      • Improve internal site search
      • Add featured products widgets
    • Average Order Value
    • Average Order Value
      Action:
      • Add upsells along the way
      • Look what keywords get higher AOV
      • Look what traffic sources get higher AOV
    • % People who search then exit
    • % People who search then exit
      Action:
      • Test it – does it work? What do you see
      • Make sure results are clear
      • Enhance results with images
      • Include discounts / deals in results
      More info:http://www.google.com/support/analyticshelp/bin/answer.py?answer=1012264
    • Non-Ecommerce Sites
      More info:http://www.google.com/support/conversionuniversity/bin/answer.py?hl=en&answer=77162
    • Page Load Speed
      More info: http://analytics.blogspot.com/2011/05/measure-page-load-time-with-site-speed.html
    • Page Load Speed
      Action:
      • Bug your developers!
      • At worst, you’ll make visitors happier
      More info: http://www.distilled.net/blog/seo/site-speed-for-dummies-part-2-%e2%80%93-how-to-do-it/
    • Measure SEO Variables
      Custom Variables FTW 
      • Record rel=canonical
      • Is a page linked to sitewide? Effect?
      • “Tag” types of pages, see how they perform
    • Measure SEO Variables
      Action
      • Use them to measure SEO changes and what effect it has on traffic
    • Measure People Copying Text
      Anything Javascript can fire an event
      • Measure highlighting text
      Action
      • Make them internal links
    • Beat Panda – Measure Content
      More info: http://www.youtube.com/watch?v=UmQTfqmoSyk
    • Task Completion
      http://www.4qsurvey.com/
    • Share of Search Landscape
      SEOmoz appear for 37% of Keywords
    • Share of Search Landscape
      Action:
      • Download this tool:
      http://dis.tl/sascon
    • Form Field Tracking
    • Form Field Tracking
      Action:
      • Find which fields confuse people
      • Improve or remove them
      • Track as events in Google Analytics
      http://www.google.com/support/forum/p/Google%20Analytics/thread?tid=2f68242ec3babf7a&hl=en
    • Branded v Non-Branded Traffic
      Awesome for justifying SEO spend
    • Conversion Rate
      Don’t just look at this
    • Conversion Rate
      Action:
      • Segment by relevant dimensions
      • Which dimensions convert best?
      • Invest in these dimensions
    • Help You
      Get Shit Done
    • Fighting Internal Battles
    • Client site migration led to losing lots of content
    • Client didn’t understand value of the content
    • Billions of pages crawlable by Google
    • Developers didn’t like SEO tasks
    • Showed them this
      Plus Revenue
    • Summary
      • Focus on the actionable metrics
      • Focus on metrics that help you get shit done
      Action
      • Focus on what influences those metrics
    • Thank you! 
      Notes – http://dis.tl/sascon-notes
      @paddymoogan
      Paddy.moogan@distilled.co.uk