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Fast and accurate SEO reporting and diagnostics with Google Analytics - Cardiff SEO Meet - Emma Barnes

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Emma Cardiff SEO Meet talk is a 20 minute introduction to how to ensure what you’re reporting on is accurate, how to do it quickly (so you can spend more time doing SEO and less time reporting) and how to use Google Analytics to help diagnose problems and opportunities for SEO.

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Fast and accurate SEO reporting and diagnostics with Google Analytics - Cardiff SEO Meet - Emma Barnes

  1. 1. @ejbarnes89#CardiffSEO Ready, Aim, FIRE! Fast and accurate SEO reporting and diagnostics with Google Analytics E M M A B A R N E S @ E J B A R N E S 8 9
  2. 2. @ejbarnes89#CardiffSEO Me IRL I’m Emma, I like graphs, and drawing at networking events.
  3. 3. @ejbarnes89#CardiffSEO I love video games
  4. 4. @ejbarnes89#CardiffSEO 😍 😍 😍 😍 😍 😍 😍 😍 I love web analytics
  5. 5. @ejbarnes89#CardiffSEO 😥 😥 😥 😥 😥 😥 😥 😥 But not everyone else loves web analytics
  6. 6. @ejbarnes89#CardiffSEO Most people just want to do their job…
  7. 7. @ejbarnes89#CardiffSEO …not spend all day reporting
  8. 8. @ejbarnes89#CardiffSEO Less time reporting = More time doing job/learning
  9. 9. @ejbarnes89#CardiffSEO More time doing job = More value to business More time learning = More value to yourself
  10. 10. @ejbarnes89#CardiffSEO “What does that even mean?” B E F O R E Y O U O P T I M I S E Y O U R T I M E
  11. 11. @ejbarnes89#CardiffSEO Imagine your website is a country https://azgaar.github.io/Fantasy-Map-Generator/
  12. 12. @ejbarnes89#CardiffSEO Google Analytics is the person who checks the passports
  13. 13. @ejbarnes89#CardiffSEO Source: Where did they come from? https://azgaar.github.io/Fantasy-Map-Generator/
  14. 14. @ejbarnes89#CardiffSEO Medium: How did they get there? https://azgaar.github.io/Fantasy-Map-Generator/ Organic Paid Social Referral
  15. 15. @ejbarnes89#CardiffSEO Campaign: Additional info specified before they come to your site
  16. 16. @ejbarnes89#CardiffSEO “This is an SEO meet so tell me about organic.”
  17. 17. @ejbarnes89#CardiffSEO https://support.google.com/analytics/answer/2795821?hl=en
  18. 18. @ejbarnes89#CardiffSEO How does Google Analytics understand traffic? Is the link someone clicked tagged with UTM parameters? Is the traffic from a search engine? Is the traffic from another website? Is it none of the previous? Use whatever those parameters say Organic Referral Direct
  19. 19. @ejbarnes89#CardiffSEO ??? “Tagged with UTM Parameters” ???
  20. 20. @ejbarnes89#CardiffSEO
  21. 21. @ejbarnes89#CardiffSEO https://www.branded3.com/blog/showing-love-virgin- atlantic-kfc-uber- eats/?utm_source=twitter&utm_medium=social&utm_camp aign=b3blog https://ga-dev-tools.appspot.com/campaign-url-builder/
  22. 22. @ejbarnes89#CardiffSEO “Will you please tell me about organic?”
  23. 23. @ejbarnes89#CardiffSEO How does Google Analytics understand traffic? Is the link someone clicked tagged with UTM parameters? Is the traffic from a search engine? Is the traffic from another website? Is it none of the previous? Use whatever those parameters say Organic Referral Direct
  24. 24. @ejbarnes89#CardiffSEO “What does GA consider to be a search engine?”
  25. 25. @ejbarnes89#CardiffSEO https://support.google.com/analytics/answer/2795821?hl=en Look at all these search engines!
  26. 26. @ejbarnes89#CardiffSEO Traffic came from a website Website not a search engine Referral
  27. 27. @ejbarnes89#CardiffSEO Traffic has no UTM tagging Traffic didn’t come from a website Direct
  28. 28. @ejbarnes89#CardiffSEO What should I measure? M I S S I O N
  29. 29. @ejbarnes89#CardiffSEO What are your business/campaign objectives?
  30. 30. @ejbarnes89#CardiffSEO Create a measurement plan
  31. 31. @ejbarnes89#CardiffSEO What is in GA by default? Acquisition>All Traffic>Channels
  32. 32. @ejbarnes89#CardiffSEO Something you need to specify Acquisition>All Traffic>Channels
  33. 33. @ejbarnes89#CardiffSEO What about measuring links? Links built Free co-branded content opportunities
  34. 34. @ejbarnes89#CardiffSEO What about measuring social performance? Shares from suspects
  35. 35. @ejbarnes89#CardiffSEO What does GA tell me about links and social media? Acquisition>All Traffic>Referrals
  36. 36. @ejbarnes89#CardiffSEO What does GA tell me about links and social media? Acquisition>All Traffic>Referrals (Filter for whatever website you’ve built a link on)
  37. 37. @ejbarnes89#CardiffSEO What does GA tell me about links and social media? Conversions>Multi-Channel Funnels>Assisted Conversions Click “Source” and filter for that website
  38. 38. @ejbarnes89#CardiffSEO What about measuring brand awareness? Brand awareness
  39. 39. @ejbarnes89#CardiffSEO What does GA tell me about brand awareness? Acquisition > All Traffic > Source / Medium Click “Direct / (None)”
  40. 40. @ejbarnes89#CardiffSEO How do I make my data more accurate? N o w I u n d e r s t a n d m y d a t a
  41. 41. @ejbarnes89#CardiffSEO https://support.google.com/analytics/answer/1034840?hl=en People at your office/agency do not behave like a typical user - get rid of them!
  42. 42. @ejbarnes89#CardiffSEO https://support.google.com/analytics/answer/2795821?hl=en Look at all these search engines!
  43. 43. @ejbarnes89#CardiffSEO It is not a complete list… https://www.branded3.com/blog/track-duckduckgo-organic-referrer-google-analytics/
  44. 44. @ejbarnes89#CardiffSEO https://www.branded3.com/blog/track-duckduckgo-organic-referrer-google-analytics/
  45. 45. @ejbarnes89#CardiffSEO https://www.branded3.com/blog/track-duckduckgo-organic-referrer-google-analytics/ Make sure organic traffic is counted as organic
  46. 46. @ejbarnes89#CardiffSEO https://www.branded3.com/blog/track-duckduckgo-organic-referrer-google-analytics/ Make sure organic traffic is counted as organic
  47. 47. @ejbarnes89#CardiffSEO https://www.branded3.com/blog/how-to-get-rid-of-referrer-spam-in-google-analytics/ Ever seen spam traffic like this?
  48. 48. @ejbarnes89#CardiffSEO https://www.branded3.com/blog/how-to-get-rid-of-referrer-spam-in-google-analytics/ Remove spam traffic
  49. 49. @ejbarnes89#CardiffSEO Goals attributed to a payment provider not your campaign https://support.google.com/analytics/answer/2795830?hl=en
  50. 50. @ejbarnes89#CardiffSEO Add them (and your own site) into referral exclusion https://support.google.com/analytics/answer/2795830?hl=en
  51. 51. @ejbarnes89#CardiffSEO How do I spend more time doing SEO? H o w d o I s p e n d l e s s t i m e r e p o r t i n g ?
  52. 52. @ejbarnes89#CardiffSEO Segments for quick analysis https://bit.ly/2KNE9rW
  53. 53. @ejbarnes89#CardiffSEO Custom Reports for regular reporting https://bit.ly/1GlrDw9
  54. 54. @ejbarnes89#CardiffSEO Google Analytics Dashboards https://support.google.com/analytics/answer/1068216?hl=en
  55. 55. @ejbarnes89#CardiffSEO Google Data Studio Dashboards datastudio.google.com
  56. 56. @ejbarnes89#CardiffSEO Connect GA (and more) to Excel/Google Sheets
  57. 57. @ejbarnes89#CardiffSEO How to diagnose problems using GA C a n I u s e G A t o d o S E O ?
  58. 58. @ejbarnes89#CardiffSEO Monitor your 404 pages Behaviour > Site Content > All Pages Click “Page Title” and search for your 404 title
  59. 59. @ejbarnes89#CardiffSEO Look at Page Timings Behaviour > Site Speed > Page Timings Change table type to “Data”
  60. 60. @ejbarnes89#CardiffSEO Traffic Analysis by subfolder Behaviour>Site Content>Content Drilldown
  61. 61. @ejbarnes89#CardiffSEO Navigation summary Behaviour>Site Content>All Pages Click ‘Navigation Summary’ and select the page you want
  62. 62. @ejbarnes89#CardiffSEO Goal Funnel Tracking Conversions>Goals>Funnel Visualisation
  63. 63. @ejbarnes89#CardiffSEO Why did my traffic/conversions drop? Did it drop everywhere, or in a specific: • Channel • Page/Subfolder • Device Type • Country/City • Browser • User Type • Check your tracking code • Check recent site updates
  64. 64. @ejbarnes89#CardiffSEO How to find opportunities using GA C a n I u s e G A f o r o u t r e a c h ?
  65. 65. @ejbarnes89#CardiffSEO Referrals Report: Sort by goal value Acquisition>All Traffic>Referrals
  66. 66. @ejbarnes89#CardiffSEO Ever thought about pushing content to Reddit? Acquisition>All Traffic>Referrals Click reddit.com
  67. 67. @ejbarnes89#CardiffSEO What are your audience interested in? Audience>Interests>Overview
  68. 68. @ejbarnes89#CardiffSEO QUESTIONS? https://www.branded3.com/blog/category/analytics/ https://www.branded3.com/blog/author/emma-barnes/ @ejbarnes89 emma.barnes@branded3.com

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