1. Raleigh SEO Meetup
“Making Decisions with Data” | February 21st, 2017

2. Lee Kennedy
Analytics Director, Coalmarch Productions
Follow me/ask me a question:
@LeeLKennedy

4. Two questions:
1. Where do you work?

5. Two questions:
1. Where do you work?
a. Agency

6. Two questions:
1. Where do you work?
a. Agency
b. In-house

7. Two questions:
1. Where do you work?
a. Agency
b. In-house
c. Small business

8. Two questions:
1. Where do you work?
a. Agency
b. In-house
c. Small business
2. How long have you been working with analytics/Google
Analytics?

9. Two questions:
1. Where do you work?
a. Agency
b. In-house
c. Small business
2. How long have you been working with analytics/Google
Analytics?
a. Beginner

10. Two questions:
1. Where do you work?
a. Agency
b. In-house
c. Small business
2. How long have you been working with analytics/Google
Analytics?
a. Beginner
b. Intermediate

11. Two questions:
1. Where do you work?
a. Agency
b. In-house
c. Small business
2. How long have you been working with analytics/Google
Analytics?
a. Beginner
b. Intermediate
c. Expert

12. Feel free to ask specific
questions!

13. Goals for tonight:

14. Goals for tonight:
1. Drink beer and enjoy good company!

15. Goals for tonight:
1. Drink beer and enjoy good company! ✓

16. Goals for tonight:
1. Drink beer and enjoy good company! ✓
2. How do I apply analytics information in my business?

17. Goals for tonight:
1. Drink beer and enjoy good company! ✓
2. How do I apply analytics information in my business?
3. What one social media site should I focus on first, why?

18. Goals for tonight:
1. Drink beer and enjoy good company! ✓
2. How do I apply analytics information in my business?
3. What one social media site should I focus on first, why?
4. How to identify the best outreach methods, timing,
message, and more using split tests and other data?

19. Goals for tonight:
1. Drink beer and enjoy good company! ✓
2. How do I apply analytics information in my business?
3. What one social media site should I focus on first, why?
4. How to identify the best outreach methods, timing,
message, and more using split tests and other data?
5. How can I use SQL databases and server logs for SEO
purposes?

20. Goals for tonight:
1. Drink beer and enjoy good company! ✓
2. How do I apply analytics information in my business?
3. What one social media site should I focus on first, why?
4. How to identify the best outreach methods, timing,
message, and more using split tests and other data?
5. How can I use SQL databases and server logs for SEO
purposes?

21. Here’s the secret:
Goal #2 > How do I apply this in my business? >

22. Goal #2 > How do I apply this in my business? >

23. Goal #2 > How do I apply this in my business? >

24. 1.Look at the data and
insights will magically
appear!
Goal #2 > How do I apply this in my business? >

25. 1.Look at the data and
insights will magically
appear!
2.Make a comparison.
3.Ask why.
Goal #2 > How do I apply this in my business? >

26. How do I apply this in my
business?
Goal #2 >

27. How do I apply this in my
business?
1. Let’s look at the four main Google Analytics (GA) reports.
Goal #2 >

28. How do I apply this in my
business?
1. Let’s look at the four main Google Analytics (GA) reports.
a. Audience (who are the people coming to my website?)
Goal #2 >

29. How do I apply this in my
business?
1. Let’s look at the four main Google Analytics (GA) reports.
a. Audience (who are the people coming to my website?)
b. Acquisition (how do people find my website?)
Goal #2 >

30. How do I apply this in my
business?
1. Let’s look at the four main Google Analytics (GA) reports.
a. Audience (who are the people coming to my website?)
b. Acquisition (how do people find my website?)
c. Behavior (what do people do when they get there?)
Goal #2 >

31. How do I apply this in my
business?
1. Let’s look at the four main Google Analytics (GA) reports.
a. Audience (who are the people coming to my website?)
b. Acquisition (how do people find my website?)
c. Behavior (what do people do when they get there?)
d. Conversion (are they completing the goals we’ve set
up?)
Goal #2 >

32. How do I apply this in my
business?
1. Let’s look at the four main Google Analytics (GA) reports.
a. Audience (who are the people coming to my website?)
b. Acquisition (how do people find my website?)
c. Behavior (what do people do when they get there?)
d. Conversion (are they completing the goals we’ve set
up?)
2. For each report, I’ll give examples of how it applies to real
world issues.
Goal #2 >

33. Let’s get into it.
Goal #2 > How do I apply this in my business? >

34. First, this.
Goal #2 > How do I apply this in my business? >

35. First, this.
Goal #2 > How do I apply this in my business? >

36. First, this.
Goal #2 > How do I apply this in my business? >

37. To remove (most) spam from
GA:
Goal #2 > How do I apply this in my business? >

38. To remove (most) spam from
GA:
Goal #2 > How do I apply this in my business? >

39. To remove (most) spam from
GA:
Goal #2 > How do I apply this in my business? >

40. Audience Reports
1. Demographics & Interests
2. Geographic
3. Behavior
4. Technology/Mobile
Goal #2 > How do I apply this in my business? >

41. Demographics
& Interests
Goal #2 > How do I apply this in my business? > Audience Reports >

42. Demographics & Interests
Goal #2 > How do I apply this in my business? > Audience Reports >

43. Demographics & Interests
Goal #2 > How do I apply this in my business? > Audience Reports >

44. Demographics & Interests
Goal #2 > How do I apply this in my business? > Audience Reports >

45. Geographic
Goal #2 > How do I apply this in my business? > Audience Reports >

46. Geographic
Goal #2 > How do I apply this in my business? > Audience Reports >

47. Geographic
Goal #2 > How do I apply this in my business? > Audience Reports >

48. What can we do with this info?
Goal #2 > How do I apply this in my business? > Audience Reports >

49. Goal #2 > How do I apply this in my business? > Audience Reports >

50. Demographics & Interests
Goal #2 > How do I apply this in my business? > Audience Reports >

51. When you find a group of
users
that interest you:
1.Create an advanced
segment and explore other
reports.
Goal #2 > How do I apply this in my business? > Audience Reports >

52. Demographics & Interests
Goal #2 > How do I apply this in my business? > Audience Reports >

53. Demographics & Interests
Goal #2 > How do I apply this in my business? > Audience Reports >

54. Demographics & Interests
Goal #2 > How do I apply this in my business? > Audience Reports >

55. Geographic
Goal #2 > How do I apply this in my business? > Audience Reports >

56. Geographic
Goal #2 > How do I apply this in my business? > Audience Reports >

57. Demographics & Interests
Goal #2 > How do I apply this in my business? > Audience Reports >

58. Demographics & Interests
Goal #2 > How do I apply this in my business? > Audience Reports >

59. Behavior
Goal #2 > How do I apply this in my business? > Audience Reports >

60. Behavior
Goal #2 > How do I apply this in my business? > Audience Reports >

61. Behavior
Goal #2 > How do I apply this in my business? > Audience Reports >

62. Behavior
Goal #2 > How do I apply this in my business? > Audience Reports >

63. Behavior
1.Personalize Your Website
2.Showcase What’s New and Popular
3.Create a Good User Experience (UX)
4.Engage Users through Email
5.Reward Your Brand Advocates
https://www.addthis.com/academy/5-ways-to-keep-visitors-coming-back-
to-your-website
Goal #2 > How do I apply this in my business? > Audience Reports >

64. Technology/Mobile
Goal #2 > How do I apply this in my business? > Audience Reports >

65. Technology/Mobile
1. Browser/Browser Version
2. Screen Resolution
3. Mobile Device
Website Usability/Quality Assurance
Goal #2 > How do I apply this in my business? > Audience Reports >

66. Technology/Mobile
Goal #2 > How do I apply this in my business? > Audience Reports >

67. Acquisition Reports
1. All Traffic
2. Search Console
3. Social
4. AdWords
5. Campaigns
Goal #2 > How do I apply this in my business? >

68. All Traffic
Goal #2 > How do I apply this in my business? > Acquisition Reports >

69. All Traffic
Goal #2 > How do I apply this in my business? > Acquisition Reports >

70. Goal #2 > How do I apply this in my business? > Acquisition Reports >

71. Goal #2 > How do I apply this in my business? > Acquisition Reports >

72. Goal #2 > How do I apply this in my business? > Acquisition Reports >

73. All Traffic
Goal #2 > How do I apply this in my business? > Acquisition Reports >

74. All Traffic
If you focus on one thing in
SEO:
Year-over-Year
Organic Traffic + Conversion
Goal #2 > How do I apply this in my business? > Acquisition Reports >

75. All Traffic
Goal #2 > How do I apply this in my business? > Acquisition Reports >

76. All Traffic
Goal #2 > How do I apply this in my business? > Acquisition Reports >

77. Goals for tonight:
1. Drink beer and enjoy good company! ✓
2. How do I apply analytics information in my business?
3. What one social media site should I focus on first, why?
4. How to identify the best outreach methods, timing,
message, and more using split tests and other data?
5. How can I use SQL databases and server logs for SEO
purposes?

78. All Traffic
1.B2C w/ older demographic: Facebook
2.B2C, image-focused: Instagram/Pinterest
3.B2C w/ younger demographic: Snapchat
4.B2C in a tech field: Twitter
5.B2C/B2B, video-focused: YouTube
6.B2B: LinkedIn/Twitter
Goal #3 > What one social media site should I focus on first, why?

79. All Traffic
Goal #2 > How do I apply this in my business? > Acquisition Reports >

80. All Traffic
Goal #2 > How do I apply this in my business? > Acquisition Reports >

81. All Traffic
To learn even more about the value of your
social traffic:
Campaign Tagging!
Goal #3 > What one social media site should I focus on first, why?

82. All Traffic
Goal #2 > How do I apply this in my business? > Acquisition Reports >

83. All Traffic
https://ga-dev-tools.appspot.com/campaign-url-
builder/
Goal #3 > What one social media site should I focus on first, why?

84. All Traffic
http://www.annielytics.com/guides/definitive-guide-campaign-tagging-
google-analytics/
Goal #3 > What one social media site should I focus on first, why?

85. Social
1. Network Referrals
2. Landing Pages
3. Conversions
4. Social Plugins
Goal #3 > What one social media site should I focus on first, why?

86. Social
Goal #3 > What one social media site should I focus on first, why?

87. Goals for tonight:
1. Drink beer and enjoy good company! ✓
2. How do I apply analytics information in my business?
3. What one social media site should I focus on first, why? ✓
4. How to identify the best outreach methods, timing,
message, and more using split tests and other data?
5. How can I use SQL databases and server logs for SEO
purposes?

88. Search Console
Goal #2 > How do I apply this in my business? > Acquisition Reports >

89. Search Console
Goal #2 > How do I apply this in my business? > Acquisition Reports >

90. Search Console
Goal #2 > How do I apply this in my business? > Acquisition Reports >

91. Search Console
Goal #2 > How do I apply this in my business? > Acquisition Reports >

92. Search Console
Goal #2 > How do I apply this in my business? > Acquisition Reports >

93. Goals for tonight:
1. Drink beer and enjoy good company! ✓
2. How do I apply analytics information in my business?
3. What one social media site should I focus on first, why? ✓
4. How to identify the best outreach methods, timing,
message, and more using split tests and other data?
5. How can I use SQL databases and server logs for SEO
purposes?

94. SQL Databases
Goal #5 > How can I use SQL databases and server logs for SEO purposes?

95. SQL Databases
Goal #5 > How can I use SQL databases and server logs for SEO purposes?

96. SQL Databases
1. Install Python
2. Install MySQL
3. Set up hosting like an Amazon Web Services server
4. Download Paul’s Python script + run it
Goal #5 > How can I use SQL databases and server logs for SEO purposes?

97. SQL Databases
1. Install Python
2. Install MySQL
3. Set up hosting like an Amazon Web Services server
4. Download Paul’s Python script + run it
1. THEN run queries on the database to analyze the data.
Goal #5 > How can I use SQL databases and server logs for SEO purposes?

98. SQL Databases
Goal #5 > How can I use SQL databases and server logs for SEO purposes?

99. SQL Databases
Goal #5 > How can I use SQL databases and server logs for SEO purposes?

100. SQL Databases
Goal #5 > How can I use SQL databases and server logs for SEO purposes?

101. Server Logs
Goal #5 > How can I use SQL databases and server logs for SEO purposes?

102. Server Logs
From hosting provider:
1. access.log
2. error.log
Goal #5 > How can I use SQL databases and server logs for SEO purposes?

103. Server Logs
https://moz.com/blog/server-log-essentials-for-seo
A sample server log (abbreviated):
Goal #5 > How can I use SQL databases and server logs for SEO purposes?

104. Server Logs
https://moz.com/blog/server-log-essentials-for-seo
A sample server log (abbreviated):
Goal #5 > How can I use SQL databases and server logs for SEO purposes?

105. Server Logs
URI_request:
/wp-content/themes/esp/help.php
Response Code:
404
User-agent:
Mozilla/5.0 (compatible; Googlebot/2.1;
+http://www.google.com/bot.html)
Goal #5 > How can I use SQL databases and server logs for SEO purposes?

106. Server Logs
1. Unnecessary crawl budget expenditure
2. Pages it considers important / not important
3. If there are any bot traps
4. Is Google making up 404 errors by trying to make up
URLs (think JavaScript)
5. Is Google trying to fill out forms?
Goal #5 > How can I use SQL databases and server logs for SEO purposes?

107. Server Logs
Goal #5 > How can I use SQL databases and server logs for SEO purposes?

108. Goals for tonight:
1. Drink beer and enjoy good company! ✓
2. How do I apply analytics information in my business?
3. What one social media site should I focus on first, why? ✓
4. How to identify the best outreach methods, timing,
message, and more using split tests and other data?
5. How can I use SQL databases and server logs for SEO
purposes? ✓

109. AdWords
Goal #2 > How do I apply this in my business? > Acquisition Reports >

110. AdWords
Goal #2 > How do I apply this in my business? > Acquisition Reports >

111. AdWords
Goal #2 > How do I apply this in my business? > Acquisition Reports >

112. Campaigns
Goal #2 > How do I apply this in my business? > Acquisition Reports >

113. Campaigns
Goal #2 > How do I apply this in my business? > Acquisition Reports >

114. Goals for tonight:
1. Drink beer and enjoy good company! ✓
2. How do I apply analytics information in my business?
3. What one social media site should I focus on first, why? ✓
4. How to identify the best outreach methods, timing,
message, and more using split tests and other data?
5. How can I use SQL databases and server logs for SEO
purposes? ✓

115. Campaigns
Goal #4 > How to identify the best outreach methods, timing, message, etc?

116. Campaigns
Goal #4 > How to identify the best outreach methods, timing, message, etc?

117. Campaigns
1.Delivery rate
2.Open rate
3.Opt-out rate
4.Click to delivery rate
5.Response rate
6.Conversion rate of outreach
7.ROI of outreach
https://www.optimizesmart.com/7-powerful-kpis-measure-link-building-outreach/
Goal #4 > How to identify the best outreach methods, timing, message, etc?

118. Goals for tonight:
1. Drink beer and enjoy good company! ✓
2. How do I apply analytics information in my business?
3. What one social media site should I focus on first, why? ✓
4. How to identify the best outreach methods, timing,
message, and more using split tests and other data? ✓
5. How can I use SQL databases and server logs for SEO
purposes? ✓

119. Behavior Reports
1. Site Content
2. Events
3. Site Speed & Site Search
4. Experiments
Goal #2 > How do I apply this in my business? >

120. Site Content
Goal #2 > How do I apply this in my business? > Behavior Reports >

121. All Pages
Goal #2 > How do I apply this in my business? > Behavior Reports >

122. Site Content
Goal #2 > How do I apply this in my business? > Behavior Reports >

123. Site Content
To rate organic performance and site
navigation:
What % of total pageviews are home
pageviews?
Goal #2 > How do I apply this in my business? > Behavior Reports >

124. Site Content
Goal #2 > How do I apply this in my business? > Behavior Reports >

125. Site Content
Goal #2 > How do I apply this in my business? > Behavior Reports >

126. Site Content
Goal #2 > How do I apply this in my business? > Behavior Reports >

127. Site Content
Goal #2 > How do I apply this in my business? > Behavior Reports >

128. Site Content
Goal #2 > How do I apply this in my business? > Behavior Reports >

129. “Found Rate” =
Total Pageviews / Total
Entrances
Goal #2 > How do I apply this in my business? > Behavior Reports >

130. Site Content
Goal #2 > How do I apply this in my business? > Behavior Reports >

131. Goal #2 > How do I apply this in my business? > Behavior Reports >

132. Goal #2 > How do I apply this in my business? > Behavior Reports >

133. “Attraction Pages”: Optimize
them for search, try to make the
user stay.
Goal #2 > How do I apply this in my business? > Behavior Reports >

134. “Interest Pages”: Experiment
with more content, try to make
the user convert.
Goal #2 > How do I apply this in my business? > Behavior Reports >

135. Landing Pages
Goal #2 > How do I apply this in my business? > Behavior Reports >

136. Site Content
Goal #2 > How do I apply this in my business? > Behavior Reports >

137. Site Content
Goal #2 > How do I apply this in my business? > Behavior Reports >

138. Events
Goal #2 > How do I apply this in my business? > Behavior Reports >

139. Events
Goal #2 > How do I apply this in my business? > Behavior Reports >

140. Events
Goal #2 > How do I apply this in my business? > Behavior Reports >

141. Events
Goal #2 > How do I apply this in my business? > Behavior Reports >

142. Events
Goal #2 > How do I apply this in my business? > Behavior Reports >

143. Events
Goal #2 > How do I apply this in my business? > Behavior Reports >

144. Events
Goal #2 > How do I apply this in my business? > Behavior Reports >

145. Events
Goal #2 > How do I apply this in my business? > Behavior Reports >

146. Events
Goal #2 > How do I apply this in my business? > Behavior Reports >

147. Site Speed
& Site Search
Goal #2 > How do I apply this in my business? > Behavior Reports >

148. Site Speed & Site Search
Goal #2 > How do I apply this in my business? > Behavior Reports >

149. Site Speed & Site Search
Goal #2 > How do I apply this in my business? > Behavior Reports >

150. Experiments
Goal #2 > How do I apply this in my business? > Behavior Reports >

151. Experiments
Goal #2 > How do I apply this in my business? > Behavior Reports >

152. Experiments
Goal #2 > How do I apply this in my business? > Behavior Reports >

153. Conversion Reports
1. Goals
2. Ecommerce
3. MCF/Attribution
Goal #2 > How do I apply this in my business? >

154. Goals
Goal #2 > How do I apply this in my business? > Conversion Reports >

155. Goals
Goal #2 > How do I apply this in my business? > Conversion Reports >

156. Goals
Goal #2 > How do I apply this in my business? > Conversion Reports >

157. Goals
Goal #2 > How do I apply this in my business? > Conversion Reports >

158. Goals
Goal #2 > How do I apply this in my business? > Conversion Reports >

159. Ecommerce
Goal #2 > How do I apply this in my business? > Conversion Reports >

160. Ecommerce
Goal #2 > How do I apply this in my business? > Conversion Reports >

161. Ecommerce
Goal #2 > How do I apply this in my business? > Conversion Reports >

162. Ecommerce
Goal #2 > How do I apply this in my business? > Conversion Reports >

163. Ecommerce
Goal #2 > How do I apply this in my business? > Conversion Reports >

164. MCF/Attribution
Goal #2 > How do I apply this in my business? > Conversion Reports >

165. MCF/Attribution
Goal #2 > How do I apply this in my business? > Conversion Reports >

166. MCF/Attribution
Goal #2 > How do I apply this in my business? > Conversion Reports >

167. MCF/Attribution
Goal #2 > How do I apply this in my business? > Conversion Reports >

168. MCF/Attribution
Goal #2 > How do I apply this in my business? > Conversion Reports >

169. MCF/Attribution
Goal #2 > How do I apply this in my business? > Conversion Reports >

170. MCF/Attribution
Goal #2 > How do I apply this in my business? > Conversion Reports >

171. Goals for tonight:
1. Drink beer and enjoy good company! ✓
2. How do I apply analytics information in my business? ✓
3. What one social media site should I focus on first, why? ✓
4. How to identify the best outreach methods, timing,
message, and more using split tests and other data? ✓
5. How can I use SQL databases and server logs for SEO
purposes? ✓

173. Start your day with
15 minutes in GA.
Explore a report you
don’t use often.

174. Coalmarch Productions
230 Fayetteville St #201
Raleigh, NC 27601
Phone: 919-670-4996
Email: info@coalmarch.com
Twitter: @Coalmarch
Website:
www.coalmarch.com
Questions?
Thanks!