Deep Dive with Organic Traffic. PPT from Seby, Nabler in Web Analytics Session TFMA India

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Google Analytics Workshop in TFMA Mumbai by Suresh Babu and Seby

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Deep Dive with Organic Traffic. PPT from Seby, Nabler in Web Analytics Session TFMA India

  1. 1. www.nabler.com Deep dive with organic traffic data Seby KallarakkalThe Digital Analytics Company www.nabler.com
  2. 2. Questions we are going to try and answer•  What kind of pages are getting traffic? Is there a trend here?•  Google’s algorithm changed. What type of pages got impacted?•  I tried 3 different strategies on 3 different set of pages to get organic traffic. Which one is working?•  Is short page better or long page?•  Does using images help me get more organic traffic?•  Has new pages added in the last quarter bring in significant traffic? Are we still getting most of our organic traffic from pages older than a year?•  For the new pages, what strategy do we use for on-page optimization? The Digital Analytics Company www.nabler.com 2
  3. 3. Approach / Assumptions•  Use data to form opinions and take decisions•  Access to a tool like Google Analytics (other web analytics tools should also work)•  Proficiency in Excel (pivots, lookup, etc.)•  Excellent Analytics add-on – for the advanced level (or you could write your own code)•  PowerPivot add-on – for the advanced level (or you could use a relational database)•  Understanding of the site / URL structure•  Understanding of the business to create the right kind of classification The Digital Analytics Company www.nabler.com 3
  4. 4. What I’m hoping for by end of this session•  You will start using custom reports•  You will start to classify your keywords and landing pages•  You will explore tools like Excellent Analytics and PowerPivot•  You will look at data as well before tweaking your SEO strategy The Digital Analytics Company www.nabler.com 4
  5. 5. Let’s start diving The Digital Analytics Company www.nabler.com 5
  6. 6. The MethodologyData Exploration & Data Analysis & Action & ReviewAggregation Coding Warehouse Reporting •  Extracting •  Exploring the •  Building an •  Analyzing the •  Presenting the required data and integrated data to action points data from forming repository by identify to various different hypothesis inter-linking patterns stakeholders sources •  Organizing the various •  Answering •  Measuring data into datasets business and reporting logical questions the impact of groups actionsDegrees of complexity•  Basic - Create custom reports in Google Analytics, export to Excel and analyze•  Advanced - Use Excellent Analytics add-on to export data and use PowerPivot add-on for creating relational tables The Digital Analytics Company www.nabler.com 6
  7. 7. Level 1 - BasicExporting custom report from Google Analytics The Digital Analytics Company www.nabler.com 7
  8. 8. Step 1: Create custom report in Google Analytics Metrics •  Visits •  Goal completions •  Page value •  Page views •  Bounces •  Revenue Dimension •  KeywordChoose secondary dimension as “landing page” The Digital Analytics Company www.nabler.com 8
  9. 9. Step 2: Export to Excel Hunt for number 500 in the URL Trouble with export Change show rows to 500 Change this to a larger number The Digital Analytics Company www.nabler.com 9
  10. 10. Step 3: Pivot and generate distinct list of kw and landing pages The Digital Analytics Company www.nabler.com 10
  11. 11. Step 4: Coding / Classification•  Why? –  Keywords and landing pages are in thousands or in hundred thousands –  Top 20 kind of list is not very useful•  What is it? –  Tagging a keyword / landing page based on a business rule (Example – branded / non branded)•  How? –  Automatic / semi-automatic (macros, if conditions, etc.) –  Manual (requires a human to read and tag) –  Using a lookup from other tables (list of branded words, page upload history, output from SEO tool) –  Custom variables The Digital Analytics Company www.nabler.com 11
  12. 12. Example: Software services company Number of words 1, 2, 3, 4, 4+ Keyword No. of words Software consulting services 3 Website designers 2 Cloud computing software as a service 4+ Software service 2 No. of words Visits Goal Page value PV / visit Bounce rate Revenue completions 1 2 3 4 4+ The Digital Analytics Company www.nabler.com 12
  13. 13. Other possible classifications for keyword Contains “software” Yes, No Branded Yes, No Contains “service” Yes, No Contains “solutions” Yes, No The Digital Analytics Company www.nabler.com 13
  14. 14. Possible classifications of landing page Home page, Article pages, White paper, Case studies, Service pages , About us Type of page pages, Others Offering type Service based, industry based Technology Cloud services, Interactive, Infrastructure, Java, Microsoft, Mobility Services Application development, Independent testing, BPM, Product engineering Age of the page < 30 days, between 30 & 90, between 90 & 180, between 180 & 365, > 365 days SEO strategy Strategy A, strategy B, Strategy C Length < 200 words, between 200 & 400, > 400 words The Digital Analytics Company www.nabler.com 14
  15. 15. Possible classifications of landing page for ecommerce site Type of page Home page, Category page, Product detail page, Support page, Others Category Books, Computers, Cameras, Watches, etc. Sub category Personal care, makeup, fragrances, etc. Brand SanDisk, Transcend, HP Capacity 2 GB, 4 GB, 8 GB The Digital Analytics Company www.nabler.com 15
  16. 16. How coding looks The Digital Analytics Company www.nabler.com 16
  17. 17. Use vlookup and extend the original table Original export from GA Extending the table The Digital Analytics Company www.nabler.com 17
  18. 18. 2 different ways of looking at organic traffic data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he Digital Analytics Company www.nabler.com 18
  19. 19. Another 2 examples ;)$%&%-9$%#()$% *+,+-,% .&(/%0&1#/$2&3,% 4()$%5+$6,% 5+,+-:,9(8$% 0&35$8,+&3% K3(%?9@=% 2((% &&:% 23:;% :,% +D+,% 3(%9F?%*(% )((% *(% +3((% 2,% 3D,% *(%9F?%&)(% )*((% 3((% &&((% &),% 3D+,% &)(%9F?%32:% &3((% ;2(% &)2((% :,% 2D,% L32:% 3+((% *)(% 3+:(% +;,% +D,% <=>%<-8(-$)"% *+,+-,% .&(/%0&1#/$2&3,% 4()$%5+$6,% 5+,+-:,9(8$% 0&35$8,+&3% M7.97$N@%-% &:((% )((% 2:((% +3,% 3D;,% M7.97$N@%O% &2:((% :(% &)3((% 33,% 3D,% M7.97$N@%-% &:((% +)(% &:*:(% :,% 3D),% The Digital Analytics Company www.nabler.com 19
  20. 20. Summarizing!.•  Create custom report•  Export all the data•  Pivot and create distinct keywords and landing pages•  Classify the keywords and the landing pages•  Use lookup function to extend the original table•  Start building pivots and explore the data The Digital Analytics Company www.nabler.com 20
  21. 21. Level 2 - AdvancedExcellent Analytics, PowerPivot (or equivalent) The Digital Analytics Company www.nabler.com 21
  22. 22. Some limitations of the basic level•  No trending, since you are exporting data for a specific date range•  Dealt only with two dimensions – keyword and landing page.•  Can’t handle additional dimensions like mobile, country, etc. The Digital Analytics Company www.nabler.com 22
  23. 23. Tools for the next level•  Excellent Analytics (www.excellentanalytics.com) –  Allows you to export a combination of dimensions and metrics in one go. –  You could also accomplish this by using GA API•  PowerPivot (www.powerpivot.com) –  Business intelligence solution that sits on top of Excel –  Can handle relationships, calculated measures, etc. –  Alternate tool – Use a relational database like MS SQL / MySQL / etc. The Digital Analytics Company www.nabler.com 23
  24. 24. Step 1: Extract data using Excellent Analytics •  Download and install the tool •  Launch Excel and you can see EA as an extra tab •  Enter your GA login/password •  Build your query by choosing profile / date range / metrics / dimensions / segments and filters •  For this exercise, I have taken Dimensions Metrics Keyword Visits Landing page Bounces Country Goal completions IsMobile Date Or write your own code and use API The Digital Analytics Company www.nabler.com 24
  25. 25. Output File The Digital Analytics Company www.nabler.com 25
  26. 26. Step 2: Pivoting and coding•  Pivot and extract distinct list of keywords and landing pages•  Put that in another sheet and code both of them•  Now you have 3 sheets – raw data, coded keywords data and coded landing pages list The Digital Analytics Company www.nabler.com 26
  27. 27. Step 3: PowerPivot Or use a regular relational database like MS SQL or MySQL The Digital Analytics Company www.nabler.com 27
  28. 28. Step 4: Import data and link the tables The Digital Analytics Company www.nabler.com 28
  29. 29. Step 5: Start building pivots The Digital Analytics Company www.nabler.com 29
  30. 30. Sample pivot The Digital Analytics Company www.nabler.com 30
  31. 31. 3 different SEO strategies applied Strategy A Strategy B Strategy C 2500 2000 1500 Visits 1000 500 0 The Digital Analytics Company www.nabler.com 31
  32. 32. Visits 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 377 372 401 449 485 804 711 611 634 Age of the page 868 757The Digital Analytics Company 781 686 565 395 257 490 619 609 670 591 747 642 786 778 822 824 742 732 498 565 747 30 and 90 814 791 752 660 670 716 614 616 90 and 180 585 537 555 639 588 503 488 442 424 180 and 365 465 532 488 439 454 557 > 365 624 www.nabler.com 32
  33. 33. Concluding•  Start using custom reports•  Start classifying your keywords and landing pages•  Explore tools like Excellent Analytics and PowerPivot•  Look at your data as well, before tweaking your SEO strategy The Digital Analytics Company www.nabler.com 33
  34. 34. Thank YouNabler Web Solutions Pvt. Ltd. Phone : +91-80-4937-2900Level 1&2, Corporate Court, Fax : +91-80-254-24367No. 15, Infantry Road, info@nabler.comBangalore - 560001, KarnatakaNabler LLC Phone : 347-809-33238410 Pit Stop Ct. Fax : 646-619-4979Concord info@nabler.comNorth Carolina28027 The Digital Analytics Company www.nabler.com 34

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