Universal Analytics and SEO: How to improve your SEM strategy with Analytics's new features.

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Presentation made at the Superweek 2014 in Hungary by Sébastien Monnier from Woptimo. These slides explain a few tips on how you can configure Universal Analytics, with the help of Google Tag Manager, to have a better understanding of your SEO and SEA traffic.

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Universal Analytics and SEO: How to improve your SEM strategy with Analytics's new features.

  1. 1. What Universal Analytics can do for your SEM strategy. @smonnier
  2. 2. Who am I? ● ● ● ● Natural Language Processing Academic Background Googler for 3 years (Search Quality + GA team) Woptimo founder in 2010: SEO, SEA, Digital Analytics... Woptimo international founder in 2013 Some clients: @smonnier
  3. 3. Server-side Hit ● GoogleBot monitoring ● Offline conversion Custom Dimensions ● MetaRobots information ● Authorship @smonnier
  4. 4. Server-side Hit. It is time to take control of all your metrics.
  5. 5. What is an offline conversion? http://jonburrows.co.uk/media/images/offline.
  6. 6. OK
  7. 7. OK Client ID Client ID
  8. 8. 1 - Use Universal Analytics http://www.stumiller.me/wpcontent/uploads/2013/07/googles-new-
  9. 9. <script> ga(function(tracker) { var clientId = tracker.get('clientId'); $("form.wpcf7-form").append("<input type='hidden' name='clientId' value='"+clientId+"'>"); }); </script> 2 - Send Client ID along with the form
  10. 10. 3 - Save the ID in your CRM (or just keep it in your incoming e-mail)
  11. 11. 4 - Create a specific form
  12. 12. When processing the form Just send it to GA collector... with a server-side Hit using curl or any other system.
  13. 13. Define this event as a goal in Analytics
  14. 14. GoogleBot Monitoring
  15. 15. ● ● ● ● Know if GoogleBot misses some pages Evaluate time between publishing and crawling / indexing Identify pages that should not get crawled Check how important Google thinks you are Why should you monitor GoogleBot ?
  16. 16. Specific Universal Analytics account
  17. 17. Specific PHP server-side script inspired by Cardinal Path’s script (source)
  18. 18. Check PageViews report --> interesting insights
  19. 19. Not as accurate as checking your log file, but much easier to put in place.
  20. 20. Custom Dimensions
  21. 21. Collect anything : Metrics or other type of data
  22. 22. 1 In GA Admin - Create the Custom Dimension 2 In GTM, create a macro to get Meta Robots Example 1 - Custom Dimension - Robots
  23. 23. 3 In GTM - send the macro as Custom Dimension 4 In Ga - Create a Custom Report Example 1 - Custom Dimension - Robots
  24. 24. Example 2 - Authorship
  25. 25. Same process: 1. 2. 3. 4. Create a Macro in GTM Send the Macro as a Custom Dimension Create the custom Dimension In GA Create a custom Report .... and voilà ! Example 2 - Custom Dimension - Authorship
  26. 26. Beyond usual Analytics
  27. 27. A WebPage is not only ● URL ● Title It also has ● an author ● indication for the bots ● call-to-action ● a layout ● breadcrumbs ● convincing and relevant content ● images, rich media ... All this can have an impact on SEO, we should integrate this in your Digital Analytics
  28. 28. Here is a sample of things I would like to know Do I get SEO traffic on pages with a canonical link? Do people stay longer on articles with images? what kind of images? Which author manage to have the more comments? Is it related to the size of its articles? If I use 3 synonyms of my main keyword, will I get more SEO traffic? Do I have more SEO traffic when sentences are short?
  29. 29. ... and this is just the beginning. @smonnier

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