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Joshua Ziering - The Metrics System
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Joshua Ziering - The Metrics System

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  • 1. The Metrics System @JoshuaZiering Owner, FullSpeedSEO.com
  • 2. Why Listen To Me?
    • Nerd, SEO Consultant, Over Enthusiastic Speaker
    • Had to compete in SEO to learn.
    • When I can't demonstrate results for my clients, they fire me .
  • 3. Who Shouldn't Use GA?
    • Cloakers (Cutts says Google will focus harder on cloaking in 2011)
    • Black Hats
    • Flash Sites
  • 4.
    • Are You Even Ready For Analytics?
    • Cutting Up Your Site For Value
    • Basic Analytics Concepts Oft Misunderstood
    • Advanced Concepts To Bank On
    What I Will Cover Today
  • 5. "If we understand the mechanism and motives of the group mind, it is now possible to control and regiment the masses according to our will without them knowing it." -Edward Bernays
  • 6. Are You Ready?!
    • Your page needs to have
    • a clear purpose.
    • Installing Analytics
    • without a clear and
    • defined objective is ludicrous.
    • 'Building traffic' is not a goal
  • 7. Are You Ready?!
    • Your home page, and every page you can expect someone to land on needs to have a call to action. Deliver content and with that content deliver a clear directive.
  • 8. Are You Ready?!
    • Assign a dollar value to every possible call to action.
    • Even if you don't think you can...
    • YOU CAN .
    Let's see the math...
  • 9. Are You Ready?!
    • Consider if your email list, on average, converts at 3% and your average order is $200.
    • If you have a 100 person list:
    • 3% = 3 Orders = $600
    • $6.00/Email Address
  • 10. Pitfalls of GA
    • GA uses javascript and a set of cookies to do it's magic.
  • 11. Pitfalls of GA
    • Google is attempting to self regulate analytics to head off government regulation.
    • Regulation is still highly likely once the rest of the world figures this stuff out – Illegal in Germany.
    • Not instantaneous data.
  • 12. Traffic Sources >Keywords Gives you specific data on each keyword. If a key phrase isn't performing like you thought, time to evaluate the page or ranking.
  • 13. Traffic Sources Pro Tip Segment keywords to find weird problems. If Safari bounces 2x FF, time to look at the site in Safari.
  • 14. Traffic Sources Pro Tip You can segment by location, OS, and almost any other conceivable metric. Consider location for local business, and landing page for most others. Compare Pgs/visit and bounce rate.
  • 15. Goals
    • Triggered by a Pageview
    • Can have up to 20 goals. (Kind of)
    • Pageview gives all kinds of abilities to sort by metric.
    • Great for thank you pages, contact forms, email forms, et al
    • Versatile because they integrate using javascript.
  • 16. Goals
    • Proper Usage
    • Use goals to get people somewhere, not for generic information.
    • With goals come funnels. Usually, no funnel, not worthy of a goal.
  • 17. Goals With goals come further segmentation. You can see performance, rather than metrics.
  • 18. Goals And even more segmentation...
  • 19. Goals
    • The money is in segmentation.
    • By segmenting, you know what is performing and what isn't.
    • You can compare investment vs. return on investment.
    • You can use this data to invest in your marketing more wisely. Whether it's PPC, SEO, et al.
    • The previous screen shots were a custom report filtering by Goals and Source, then Keyword.
  • 20. Goals Don't go crazy with goals. Sometimes they aren't good everywhere. Let's see an example...
  • 21. Goals What are people sharing most?
  • 22. Goals What are people sharing most? Our aim is better button placement. Doesn't meet our litmus test of people going somewhere. While we could setup goals to fire on /share/twitter or /share/aim it would increase the pageviews of the site.
  • 23. Goals What are people sharing most?
  • 24. Pro Tips Finding Problem Areas Using Top Content
  • 25. Pro Tips Finding Problem Areas Using Top Landing and Top Exit Pages, and Monetize
  • 26. Pro Tips Site Search Tracking As Easy As One Keystroke
  • 27. Pro Tips
    • Final Thoughts
    • Use Annotations to mark time
    • Make a new profile when screwing around
    • Using analytics is a profitable endeavor if used actively, not passively.
    • Understanding how people use your site and what they use it for is always lucrative.
  • 28. Thank You! FullSpeedSEO.com [email_address] @JoshuaZiering Questions? Comments? Diatribes?