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New Google Analytics Updates:What Every SEO Marketer Needs to KnowStrategies for staying one step ahead of the restToll: +...
Housekeeping Items Are the slides available?    Yes! Please email seo@webmarketing123.com We want to hear from you!    ...
Webinar Agenda    Use Insights & Trends1   Navigate your SEO strategy by staying up to date    Engage in Analytics Trackin...
1 Current State of Online Marketing  Search engine use is growing rapidly              There are more than 3              ...
Webinar Agenda    Use Insights & Trends1   Navigate your SEO strategy by staying up to date    Engage in Analytics Trackin...
Google Benchmark Results: Traffic Sources  Direct traffic continues to lead the way at nearly 37% of overall traffic.  Sea...
1 What Marketers Are Saying  Over 500 B2B and B2C marketers indicated that SEO makes the  biggest impact in achieving thei...
1 Key Focus for 2012 Success  Dedicate time & resources to keep your SEO program up to date with  the current search clima...
1 Identify Your Target Audience  Do you wish you knew the answers to the following?  What are people looking for?  How are...
1 Think Insights!  Find your audience, what they are looking for, and how they are  searching                             ...
1 Real-Time Insights Finder  It’s the difference between guessing and knowing                                             ...
1 Think Insights: Real-Time Insights Finder  Gain insight on digital marketing trends in your industry                    ...
1 Think Insights: Real-Time Insights Finder  Gain insight on digital marketing trends in your industry                    ...
1 Google Insights for Search  Gain insight on digital marketing trends in your industry                                   ...
1 Google Insights for Search  Search by industry, demographic, or marketing objective                                     ...
Webinar Agenda    Use Insights & Trends1   Navigate your SEO strategy by staying up to date    Engage in Analytics Trackin...
2 Analytics Can Answer These Questions     A sample of metrics we can track with website analytics programs  How manyvisit...
2 Customizable Dashboards  Gain insight on visitor behavior and more within Google Analytics                              ...
2 Customizable Dashboards  View Organic traffic and activity                                      #wm123                  ...
2 Customizable Dashboards  Compare against Paid traffic and activity                                              #wm123  ...
2 Customizable Dashboards  Analyze metrics based on segments and time periods                                             ...
2 Customizable Dashboards        Analyze metrics based on segments and time periodsMeasure:• Visitor Behavior   • Traffic ...
2 Customizable Dashboards        Analyze metrics based on segments and time periodsMeasure:                               ...
2 Conversion Tracking    See how frequently your goals are being met by site visitorsIdentify:                            ...
2 Goal & Event Tracking       Ties SEO effectiveness to lead and sales flowEvent Goals:   •   Define conversions for your ...
Webinar Agenda    Use Insights & Trends1   Navigate your SEO strategy by staying up to date    Engage in Analytics Trackin...
3 Funnel Visualization Tool  Visitor’s Flow                        Courtesy of Google   #wm123                            ...
3 Funnel Visualization Tool  Goal Flow                        Courtesy of Google   #wm123                                 ...
3 Funnel Visualization Tool  Quick snapshot for analyzing data in a graphical representation                              ...
3 Real-Time Analytics  View data about user behavior as they interact with your site                                      ...
3 Site Speed Reports  Is your site performing at its best?                                          Why?:                 ...
3 Multi-Channel Funnels  Where are your purchasing customers coming from?  Identify the channels and pathways   • Initiate...
3 Multi-Channel Funnels  Assisted Conversions                          #wm123                          @bradleywjoe
3 Attribution Management  Attribute conversion path data to lead and sales growth                                         ...
5 Attribution Management  Attribute analytics data to lead and sales growth     - Reality is that there are several   - Mo...
3 The Best SEO Reporting  Measuring SEO effectiveness by identifying keywords that drove the  best conversions and sales  ...
3 SEO is a Continual Project  Use research, tracking, and measuring tactics to build SEO value 1     Using     Insights & ...
Key Takeaways• Use Google Insights & Trends: Keeping your SEO program up to date  with the current search climate requires...
Thank You!
Contact Us about Qualifying for a Complimentary Analysis - “Cost of the Problem” Analysis: Discover the cost of not rankin...
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New Google Analytics Updates: What Every Marketer Needs to Know

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Transcript of "New Google Analytics Updates: What Every Marketer Needs to Know"

  1. 1. New Google Analytics Updates:What Every SEO Marketer Needs to KnowStrategies for staying one step ahead of the restToll: +1 (646) 307-1705Access Code: 243-335-752 @webmarketing123 @bradleywjoe #wm123
  2. 2. Housekeeping Items Are the slides available?  Yes! Please email seo@webmarketing123.com We want to hear from you! @webmarketing123 #wm123 facebook.com/webmarketing123 Want to learn more?  Contact us for a complimentary SEO Analysis. Details at end of webinar. #wm123 @bradleywjoe
  3. 3. Webinar Agenda Use Insights & Trends1 Navigate your SEO strategy by staying up to date Engage in Analytics Tracking2 Track traffic and visitor behavior against conversions Use New Google Features3 Take advantage of the newest tools to boost ROI #wm123 @bradleywjoe
  4. 4. 1 Current State of Online Marketing Search engine use is growing rapidly There are more than 3 billion searches/day on Google…and growing… Courtesy: SEOmoz #wm123 @bradleywjoe
  5. 5. Webinar Agenda Use Insights & Trends1 Navigate your SEO strategy by staying up to date Engage in Analytics Tracking2 Track traffic and visitor behavior against conversions Use New Google Features3 Take advantage of the newest tools to boost ROI #wm123 @bradleywjoe
  6. 6. Google Benchmark Results: Traffic Sources Direct traffic continues to lead the way at nearly 37% of overall traffic. Search engine traffic grew the most during same period YOY. % Visits from Nov ‘09–Feb ‘10 Nov ‘10-Feb ‘11 Difference Sources Direct 36.5% 36.8% +0.3% Referral 21.0% 19.4% -1.6%Search Engines 27.0% 28.0% +1.0% Other 15.5% 15.8% +0.3% #wm123 @bradleywjoe
  7. 7. 1 What Marketers Are Saying Over 500 B2B and B2C marketers indicated that SEO makes the biggest impact in achieving their digital marketing goals Source : Webmarketing123 2011 Digital Marketing Survey #wm123 @bradleywjoe
  8. 8. 1 Key Focus for 2012 Success Dedicate time & resources to keep your SEO program up to date with the current search climate & trends #wm123 @bradleywjoe
  9. 9. 1 Identify Your Target Audience Do you wish you knew the answers to the following? What are people looking for? How are people searching? What are people watching? What are people saying? What are people clicking? Now, you can! #wm123 @bradleywjoe
  10. 10. 1 Think Insights! Find your audience, what they are looking for, and how they are searching #wm123 @bradleywjoe
  11. 11. 1 Real-Time Insights Finder It’s the difference between guessing and knowing #wm123 @bradleywjoe
  12. 12. 1 Think Insights: Real-Time Insights Finder Gain insight on digital marketing trends in your industry #wm123 @bradleywjoe
  13. 13. 1 Think Insights: Real-Time Insights Finder Gain insight on digital marketing trends in your industry #wm123 @bradleywjoe
  14. 14. 1 Google Insights for Search Gain insight on digital marketing trends in your industry #wm123 @bradleywjoe
  15. 15. 1 Google Insights for Search Search by industry, demographic, or marketing objective #wm123 @bradleywjoe
  16. 16. Webinar Agenda Use Insights & Trends1 Navigate your SEO strategy by staying up to date Engage in Analytics Tracking2 Track traffic and visitor behavior against conversions Use New Google Features3 Take advantage of the newest tools to boost ROI #wm123 @bradleywjoe
  17. 17. 2 Analytics Can Answer These Questions A sample of metrics we can track with website analytics programs How manyvisitors do we Problem Recognition What keyword get to our searches led site? to visitors to our site? Information Search What is our ratio of new vs. returning Evaluation of What are our visitors? Alternatives most popular webpages? Purchase How many Decisions people fill out our “Contact us” form? What is my Average Order Purchase Value (AOV)? #wm123 @bradleywjoe
  18. 18. 2 Customizable Dashboards Gain insight on visitor behavior and more within Google Analytics #wm123 @bradleywjoe
  19. 19. 2 Customizable Dashboards View Organic traffic and activity #wm123 @bradleywjoe
  20. 20. 2 Customizable Dashboards Compare against Paid traffic and activity #wm123 @bradleywjoe
  21. 21. 2 Customizable Dashboards Analyze metrics based on segments and time periods #wm123 @bradleywjoe
  22. 22. 2 Customizable Dashboards Analyze metrics based on segments and time periodsMeasure:• Visitor Behavior • Traffic Source Activity• Seasonality Shifts • Bounce Rate #wm123 @bradleywjoe
  23. 23. 2 Customizable Dashboards Analyze metrics based on segments and time periodsMeasure: To find out:• Visitor Behavior • Traffic Source Activity • If keywords need to be re-prioritized • If landing pages need restructuring• Seasonality Shifts • Bounce Rate • If high bounce rates need to be addressed #wm123 @bradleywjoe
  24. 24. 2 Conversion Tracking See how frequently your goals are being met by site visitorsIdentify: Why?:• Who paused or fast-forwarded a video • Allows for quick lead/sales follow-up• Who downloaded a piece of collateral • Fuels lead nurturing programs• Who clicked on an ad • Enables effective retargeting ads• Who filled out a form #wm123 @bradleywjoe
  25. 25. 2 Goal & Event Tracking Ties SEO effectiveness to lead and sales flowEvent Goals: • Define conversions for your business goals • Set your goal values • Analyze which keywords are leading to more conversions and work to strengthen them in your links and content • Consider removing poor-performing keywords from your campaign • Observe where visitors abandon the goal path and analyze the data to determine why #wm123 @bradleywjoe
  26. 26. Webinar Agenda Use Insights & Trends1 Navigate your SEO strategy by staying up to date Engage in Analytics Tracking2 Track traffic and visitor behavior against conversions Use New Google Features3 Take advantage of the newest tools to boost ROI #wm123 @bradleywjoe
  27. 27. 3 Funnel Visualization Tool Visitor’s Flow Courtesy of Google #wm123 @bradleywjoe
  28. 28. 3 Funnel Visualization Tool Goal Flow Courtesy of Google #wm123 @bradleywjoe
  29. 29. 3 Funnel Visualization Tool Quick snapshot for analyzing data in a graphical representation Courtesy of Google #wm123 @bradleywjoe
  30. 30. 3 Real-Time Analytics View data about user behavior as they interact with your site Courtesy of Google #wm123 @bradleywjoe
  31. 31. 3 Site Speed Reports Is your site performing at its best? Why?: • Slow pages will impact your organic ranking and Quality Score • A smooth running website with appropriate load times will increase your Google rankingTrack: • Average load time page by page #wm123 @bradleywjoe
  32. 32. 3 Multi-Channel Funnels Where are your purchasing customers coming from? Identify the channels and pathways • Initiated the conversion customers are taking to convert: • Assisted the conversion • Converted #wm123 @bradleywjoe
  33. 33. 3 Multi-Channel Funnels Assisted Conversions #wm123 @bradleywjoe
  34. 34. 3 Attribution Management Attribute conversion path data to lead and sales growth #wm123 @bradleywjoe
  35. 35. 5 Attribution Management Attribute analytics data to lead and sales growth - Reality is that there are several - Most marketers would touch points before the “closer” attribute sales to last that influenced the purchase touch, i.e. “closers” decision - Marketing currently gets no credit for these! #wm123 @bradleywjoe
  36. 36. 3 The Best SEO Reporting Measuring SEO effectiveness by identifying keywords that drove the best conversions and sales #wm123 @bradleywjoe
  37. 37. 3 SEO is a Continual Project Use research, tracking, and measuring tactics to build SEO value 1 Using Insights & Trends 2 Analytics & Goal Tracking 3 Using New Google Features #wm123 @bradleywjoe
  38. 38. Key Takeaways• Use Google Insights & Trends: Keeping your SEO program up to date with the current search climate requires dedicated time & resources.• Engage in Consistent Analytics Tracking: Effective tracking of your website traffic and visitor behavior has a direct impact on your conversion goals.• Take Advantage of New Google Features: To increase ROI, use Google Analytics’ latest features including Flow Visualization, Real-Time Analytics, Site Speed Reports, and Multichannel Funnels. #wm123 @bradleywjoe
  39. 39. Thank You!
  40. 40. Contact Us about Qualifying for a Complimentary Analysis - “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? - Competitive Report: Find out where you rank against your top competitors and what tactics they’re employing - ROI Tracking: Detailing the keywords and sources that visitors are using to discover your website and if those visitors are converting into leads and sales Please contact: contact@webmarketing123.com #wm123 @bradleywjoe
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