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Making Decisions with Data | Ralegh SEO Meetup | Lee Kennedy

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Making Decisions with Data | Ralegh SEO Meetup | Lee Kennedy

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In this presentation, I answer these four questions from the Raleigh SEO Meetup group:
-How do I apply analytics information in my business?
-What one social media site should I focus on first and why?
-How do I indentify the best outreach methods, timing, message, and more using split tests and other data?
-How can I use SQL databases and server logs for SEO purposes?

In this presentation, I answer these four questions from the Raleigh SEO Meetup group:
-How do I apply analytics information in my business?
-What one social media site should I focus on first and why?
-How do I indentify the best outreach methods, timing, message, and more using split tests and other data?
-How can I use SQL databases and server logs for SEO purposes?

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Making Decisions with Data | Ralegh SEO Meetup | Lee Kennedy

  1. 1. Raleigh SEO Meetup “Making Decisions with Data” | February 21st, 2017
  2. 2. Lee Kennedy Analytics Director, Coalmarch Productions Follow me/ask me a question: @LeeLKennedy
  3. 3. Two questions: 1. Where do you work?
  4. 4. Two questions: 1. Where do you work? a. Agency
  5. 5. Two questions: 1. Where do you work? a. Agency b. In-house
  6. 6. Two questions: 1. Where do you work? a. Agency b. In-house c. Small business
  7. 7. 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?
  8. 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? a. Beginner
  9. 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 b. Intermediate
  10. 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 c. Expert
  11. 11. Feel free to ask specific questions!
  12. 12. Goals for tonight:
  13. 13. Goals for tonight: 1. Drink beer and enjoy good company!
  14. 14. Goals for tonight: 1. Drink beer and enjoy good company! ✓
  15. 15. Goals for tonight: 1. Drink beer and enjoy good company! ✓ 2. How do I apply analytics information in my business?
  16. 16. 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?
  17. 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? 4. How to identify the best outreach methods, timing, message, and more using split tests and other data?
  18. 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? 5. How can I use SQL databases and server logs for SEO purposes?
  19. 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. 20. Here’s the secret: Goal #2 > How do I apply this in my business? >
  21. 21. Goal #2 > How do I apply this in my business? >
  22. 22. Goal #2 > How do I apply this in my business? >
  23. 23. 1.Look at the data and insights will magically appear! Goal #2 > How do I apply this in my business? >
  24. 24. 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? >
  25. 25. How do I apply this in my business? Goal #2 >
  26. 26. How do I apply this in my business? 1. Let’s look at the four main Google Analytics (GA) reports. Goal #2 >
  27. 27. 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 >
  28. 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?) b. Acquisition (how do people find my website?) Goal #2 >
  29. 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?) c. Behavior (what do people do when they get there?) Goal #2 >
  30. 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?) d. Conversion (are they completing the goals we’ve set up?) Goal #2 >
  31. 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?) 2. For each report, I’ll give examples of how it applies to real world issues. Goal #2 >
  32. 32. Let’s get into it. Goal #2 > How do I apply this in my business? >
  33. 33. First, this. Goal #2 > How do I apply this in my business? >
  34. 34. First, this. Goal #2 > How do I apply this in my business? >
  35. 35. First, this. Goal #2 > How do I apply this in my business? >
  36. 36. To remove (most) spam from GA: Goal #2 > How do I apply this in my business? >
  37. 37. To remove (most) spam from GA: Goal #2 > How do I apply this in my business? >
  38. 38. To remove (most) spam from GA: Goal #2 > How do I apply this in my business? >
  39. 39. Audience Reports 1. Demographics & Interests 2. Geographic 3. Behavior 4. Technology/Mobile Goal #2 > How do I apply this in my business? >
  40. 40. Demographics & Interests Goal #2 > How do I apply this in my business? > Audience Reports >
  41. 41. Demographics & Interests Goal #2 > How do I apply this in my business? > Audience Reports >
  42. 42. Demographics & Interests Goal #2 > How do I apply this in my business? > Audience Reports >
  43. 43. Demographics & Interests Goal #2 > How do I apply this in my business? > Audience Reports >
  44. 44. Geographic Goal #2 > How do I apply this in my business? > Audience Reports >
  45. 45. Geographic Goal #2 > How do I apply this in my business? > Audience Reports >
  46. 46. Geographic Goal #2 > How do I apply this in my business? > Audience Reports >
  47. 47. What can we do with this info? Goal #2 > How do I apply this in my business? > Audience Reports >
  48. 48. Goal #2 > How do I apply this in my business? > Audience Reports >
  49. 49. Demographics & Interests Goal #2 > How do I apply this in my business? > Audience Reports >
  50. 50. 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 >
  51. 51. Demographics & Interests Goal #2 > How do I apply this in my business? > Audience Reports >
  52. 52. Demographics & Interests Goal #2 > How do I apply this in my business? > Audience Reports >
  53. 53. Demographics & Interests Goal #2 > How do I apply this in my business? > Audience Reports >
  54. 54. Geographic Goal #2 > How do I apply this in my business? > Audience Reports >
  55. 55. Geographic Goal #2 > How do I apply this in my business? > Audience Reports >
  56. 56. Demographics & Interests Goal #2 > How do I apply this in my business? > Audience Reports >
  57. 57. Demographics & Interests Goal #2 > How do I apply this in my business? > Audience Reports >
  58. 58. Behavior Goal #2 > How do I apply this in my business? > Audience Reports >
  59. 59. Behavior Goal #2 > How do I apply this in my business? > Audience Reports >
  60. 60. Behavior Goal #2 > How do I apply this in my business? > Audience Reports >
  61. 61. Behavior Goal #2 > How do I apply this in my business? > Audience Reports >
  62. 62. 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 >
  63. 63. Technology/Mobile Goal #2 > How do I apply this in my business? > Audience Reports >
  64. 64. 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 >
  65. 65. Technology/Mobile Goal #2 > How do I apply this in my business? > Audience Reports >
  66. 66. Acquisition Reports 1. All Traffic 2. Search Console 3. Social 4. AdWords 5. Campaigns Goal #2 > How do I apply this in my business? >
  67. 67. All Traffic Goal #2 > How do I apply this in my business? > Acquisition Reports >
  68. 68. All Traffic Goal #2 > How do I apply this in my business? > Acquisition Reports >
  69. 69. Goal #2 > How do I apply this in my business? > Acquisition Reports >
  70. 70. Goal #2 > How do I apply this in my business? > Acquisition Reports >
  71. 71. Goal #2 > How do I apply this in my business? > Acquisition Reports >
  72. 72. All Traffic Goal #2 > How do I apply this in my business? > Acquisition Reports >
  73. 73. 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 >
  74. 74. All Traffic Goal #2 > How do I apply this in my business? > Acquisition Reports >
  75. 75. All Traffic Goal #2 > How do I apply this in my business? > Acquisition Reports >
  76. 76. 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?
  77. 77. 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?
  78. 78. All Traffic Goal #2 > How do I apply this in my business? > Acquisition Reports >
  79. 79. All Traffic Goal #2 > How do I apply this in my business? > Acquisition Reports >
  80. 80. 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?
  81. 81. All Traffic Goal #2 > How do I apply this in my business? > Acquisition Reports >
  82. 82. All Traffic https://ga-dev-tools.appspot.com/campaign-url- builder/ Goal #3 > What one social media site should I focus on first, why?
  83. 83. 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?
  84. 84. 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?
  85. 85. Social Goal #3 > What one social media site should I focus on first, why?
  86. 86. 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?
  87. 87. Search Console Goal #2 > How do I apply this in my business? > Acquisition Reports >
  88. 88. Search Console Goal #2 > How do I apply this in my business? > Acquisition Reports >
  89. 89. Search Console Goal #2 > How do I apply this in my business? > Acquisition Reports >
  90. 90. Search Console Goal #2 > How do I apply this in my business? > Acquisition Reports >
  91. 91. Search Console Goal #2 > How do I apply this in my business? > Acquisition Reports >
  92. 92. 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?
  93. 93. SQL Databases Goal #5 > How can I use SQL databases and server logs for SEO purposes?
  94. 94. SQL Databases Goal #5 > How can I use SQL databases and server logs for SEO purposes?
  95. 95. 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?
  96. 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 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?
  97. 97. SQL Databases Goal #5 > How can I use SQL databases and server logs for SEO purposes?
  98. 98. SQL Databases Goal #5 > How can I use SQL databases and server logs for SEO purposes?
  99. 99. SQL Databases Goal #5 > How can I use SQL databases and server logs for SEO purposes?
  100. 100. Server Logs Goal #5 > How can I use SQL databases and server logs for SEO purposes?
  101. 101. 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?
  102. 102. 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?
  103. 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. 104. 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?
  105. 105. 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?
  106. 106. Server Logs Goal #5 > How can I use SQL databases and server logs for SEO purposes?
  107. 107. 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? ✓
  108. 108. AdWords Goal #2 > How do I apply this in my business? > Acquisition Reports >
  109. 109. AdWords Goal #2 > How do I apply this in my business? > Acquisition Reports >
  110. 110. AdWords Goal #2 > How do I apply this in my business? > Acquisition Reports >
  111. 111. Campaigns Goal #2 > How do I apply this in my business? > Acquisition Reports >
  112. 112. Campaigns Goal #2 > How do I apply this in my business? > Acquisition Reports >
  113. 113. 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? ✓
  114. 114. Campaigns Goal #4 > How to identify the best outreach methods, timing, message, etc?
  115. 115. Campaigns Goal #4 > How to identify the best outreach methods, timing, message, etc?
  116. 116. 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?
  117. 117. 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? ✓
  118. 118. Behavior Reports 1. Site Content 2. Events 3. Site Speed & Site Search 4. Experiments Goal #2 > How do I apply this in my business? >
  119. 119. Site Content Goal #2 > How do I apply this in my business? > Behavior Reports >
  120. 120. All Pages Goal #2 > How do I apply this in my business? > Behavior Reports >
  121. 121. Site Content Goal #2 > How do I apply this in my business? > Behavior Reports >
  122. 122. 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 >
  123. 123. Site Content Goal #2 > How do I apply this in my business? > Behavior Reports >
  124. 124. Site Content Goal #2 > How do I apply this in my business? > Behavior Reports >
  125. 125. Site Content Goal #2 > How do I apply this in my business? > Behavior Reports >
  126. 126. Site Content Goal #2 > How do I apply this in my business? > Behavior Reports >
  127. 127. Site Content Goal #2 > How do I apply this in my business? > Behavior Reports >
  128. 128. “Found Rate” = Total Pageviews / Total Entrances Goal #2 > How do I apply this in my business? > Behavior Reports >
  129. 129. Site Content Goal #2 > How do I apply this in my business? > Behavior Reports >
  130. 130. Goal #2 > How do I apply this in my business? > Behavior Reports >
  131. 131. Goal #2 > How do I apply this in my business? > Behavior Reports >
  132. 132. “Attraction Pages”: Optimize them for search, try to make the user stay. Goal #2 > How do I apply this in my business? > Behavior Reports >
  133. 133. “Interest Pages”: Experiment with more content, try to make the user convert. Goal #2 > How do I apply this in my business? > Behavior Reports >
  134. 134. Landing Pages Goal #2 > How do I apply this in my business? > Behavior Reports >
  135. 135. Site Content Goal #2 > How do I apply this in my business? > Behavior Reports >
  136. 136. Site Content Goal #2 > How do I apply this in my business? > Behavior Reports >
  137. 137. Events Goal #2 > How do I apply this in my business? > Behavior Reports >
  138. 138. Events Goal #2 > How do I apply this in my business? > Behavior Reports >
  139. 139. Events Goal #2 > How do I apply this in my business? > Behavior Reports >
  140. 140. Events Goal #2 > How do I apply this in my business? > Behavior Reports >
  141. 141. Events Goal #2 > How do I apply this in my business? > Behavior Reports >
  142. 142. Events Goal #2 > How do I apply this in my business? > Behavior Reports >
  143. 143. Events Goal #2 > How do I apply this in my business? > Behavior Reports >
  144. 144. Events Goal #2 > How do I apply this in my business? > Behavior Reports >
  145. 145. Events Goal #2 > How do I apply this in my business? > Behavior Reports >
  146. 146. Site Speed & Site Search Goal #2 > How do I apply this in my business? > Behavior Reports >
  147. 147. Site Speed & Site Search Goal #2 > How do I apply this in my business? > Behavior Reports >
  148. 148. Site Speed & Site Search Goal #2 > How do I apply this in my business? > Behavior Reports >
  149. 149. Experiments Goal #2 > How do I apply this in my business? > Behavior Reports >
  150. 150. Experiments Goal #2 > How do I apply this in my business? > Behavior Reports >
  151. 151. Experiments Goal #2 > How do I apply this in my business? > Behavior Reports >
  152. 152. Conversion Reports 1. Goals 2. Ecommerce 3. MCF/Attribution Goal #2 > How do I apply this in my business? >
  153. 153. Goals Goal #2 > How do I apply this in my business? > Conversion Reports >
  154. 154. Goals Goal #2 > How do I apply this in my business? > Conversion Reports >
  155. 155. Goals Goal #2 > How do I apply this in my business? > Conversion Reports >
  156. 156. Goals Goal #2 > How do I apply this in my business? > Conversion Reports >
  157. 157. Goals Goal #2 > How do I apply this in my business? > Conversion Reports >
  158. 158. Ecommerce Goal #2 > How do I apply this in my business? > Conversion Reports >
  159. 159. Ecommerce Goal #2 > How do I apply this in my business? > Conversion Reports >
  160. 160. Ecommerce Goal #2 > How do I apply this in my business? > Conversion Reports >
  161. 161. Ecommerce Goal #2 > How do I apply this in my business? > Conversion Reports >
  162. 162. Ecommerce Goal #2 > How do I apply this in my business? > Conversion Reports >
  163. 163. MCF/Attribution Goal #2 > How do I apply this in my business? > Conversion Reports >
  164. 164. MCF/Attribution Goal #2 > How do I apply this in my business? > Conversion Reports >
  165. 165. MCF/Attribution Goal #2 > How do I apply this in my business? > Conversion Reports >
  166. 166. MCF/Attribution Goal #2 > How do I apply this in my business? > Conversion Reports >
  167. 167. MCF/Attribution Goal #2 > How do I apply this in my business? > Conversion Reports >
  168. 168. MCF/Attribution Goal #2 > How do I apply this in my business? > Conversion Reports >
  169. 169. MCF/Attribution Goal #2 > How do I apply this in my business? > Conversion Reports >
  170. 170. 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? ✓
  171. 171. Start your day with 15 minutes in GA. Explore a report you don’t use often.
  172. 172. 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!

Editor's Notes

  • Thank you Frank, Thank you for having me, Hello everyone!
  • I’m excited to be here because this is an SEO meetup. You can do marketing without looking at analytics.
  • I started out in Engineering at NCSU, switched to Business. My friend from GSK...
  • No we do not need to support Internet Explorer 7 with our new website.

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