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
GOOGLEANALYTICS
For Objective SEO and Diagnostics

ALYCIA MITCHELL
DIGITAL MARKETING MANAGER AT SUCURI
@artdecotech
Objective
Objective
 Judgment influenced by
personal feelings or opinions
in considering and
representing facts.
Subjecti...

@artdecotech
Search Engine Optimization (SEO) = Increasing Organic Ranking in Search Results
What is SEO?
#1
#2
#3

@artdecotech
An Extremely Simplified Understanding
What is SEO?
Technical
- Making sure your page is visible to search e...
Objective SEO?
 It’s pretty subjective actually.
 Google or Bing, Yahoo, Yandex…?
 Their exact algorithms are top secre...
Google SEO
 What does Google want at
#1?
 The best relevant ads.
 The best relevant answers.
 “Quality content”
 What...
Diagnostics
@artdecotech
 Server errors pages
 Referrers
 Page load
 Mobile devices
 Screen resolutions
 Browsers
DI...

GoogleAnalyticsTricks
For “Objective” SEO and Diagnostics
Custom Reports
@artdecotech
• Metric Groups – Numbers (Bounce, Transactions…)
• Dimension Drill Downs – Variables (URL, Re...
404 Errors
Metric Groups:
• Entrances
Dimension Drilldowns:
• Landing Page
• Full Referrer
Filters:
• Include Page Title >...
@artdecotech
URLs that lead to a 404 “Not Found” page title – some could be a mistyped URL.
@artdecotech
Drill Down Level 2
Referring websites linking to missing pages on your website.
Landing Pages
Metric Groups:
• Sessions
• Bounce Rate
• Avg. Time on Page
Dimension Drilldowns:
• Page
• Keyword
Filters:
...
@artdecotech
Landing pages with high bounce and low session duration are not satisfying searchers.
@artdecotech
Drill Down Level 2
Keywords used to access the landing pages... mostly (not provided)… but hey, real data!
Mobile Landing Pages
Metric Groups:
• Sessions
• Bounce Rate
• Avg. Time on Page
Dimension Drilldowns:
• Landing Page
• So...
@artdecotech
Which pages are mobile users bouncing from? Do they look okay on your phone?
Mobile Devices
Metric Groups:
• Sessions
• Bounce Rate
• Avg. Time on Page
Dimension Drilldowns:
• Operating System
• Mobi...
@artdecotech
Specific mobile operating system and device behavior metrics.
Search Console (WebmasterTools)
 Sign in to Search Console
 https://www.google.com/
webmasters
@artdecotech
 Add a Prop...
Search Console (WebmasterTools)
 Back in Google Analytics
 Admin.
@artdecotech
 Select Your Property
 Property Setting...
The Rare Objective Keyword
Not set = Not from organic traffic – referrals and direct links.
Not provided = Protected by en...
Provided
Keywords
Metric Groups:
• Sessions
• Bounce Rate
• Transactions…
Dimension Drilldowns:
• Keyword
• Landing Page
F...
@artdecotech
Objective SEO Keywords!
Speed
Metric Groups:
• Sessions
• Avg. Server Response
Time
• Avg. Page Load Time
Dimension Drilldowns:
• Landing Page
• C...
@artdecotech
Top landing pages and their response and load times.
FreeWebsite PerformanceTestingTool
performance.sucuri.net
@artdecotech
Hostnames
Metric Groups:
• Sessions
• Users
• Bounce Rate
Dimension Drilldowns:
• Hostname
• Country
Filters:
• none
@artd...
@artdecotech

Filter Ghost Referrals
Using Your UA Code? Not Cool.
Remove Ghost Referrers:
1. Admin
3. Add New Filter
2. Choose a View...
^www.sucuri.net$|^sucuri.net$
4. Create new Filter
5. Filter Type: Custom > Include
6. Filter Field: Hostname
7. Filter Pa...

Segment Out Ghost Referrals
Pretend They Were Never Here
Fixing Past Data:
1. Reporting
2. Add Segment
3. New Segment
@artdecotech
(Continued…)
Advanced Conditions > Sessions > Include = Hostname > Contains = domain.com

@artdecotech
Insights into Visits From Search Engine Results
Organic Search Segment
Advanced Conditions > Sessions > Inc...
@artdecotech
You can download Custom Reports, Segments, and Dashboards.
Now you know how to use them!

Track Everything
Week over Week and Month over Month
Alycia Mitchell
@artdecotech
blog.sucuri.net
@sucuri_security
Thank You!
@artdecotech
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Google Analytics for Objective SEO and Diagnostics

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The reason you run WordPress is to publish content that people will visit. How do visitors find you? What do they like best about your website? Google Analytics is the best free reporting software you can get. This talk will introduce you to setting it up in WordPress, applying essential filters, and creating the best reports to measure and improve your website traffic.
Cover slide image: www.workcompass.com

Published in: Technology
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Google Analytics for Objective SEO and Diagnostics

  1. 1.  GOOGLEANALYTICS For Objective SEO and Diagnostics
  2. 2.  ALYCIA MITCHELL DIGITAL MARKETING MANAGER AT SUCURI @artdecotech
  3. 3. Objective Objective  Judgment influenced by personal feelings or opinions in considering and representing facts. Subjective  Judgment influenced by personal feelings, tastes, or opinions. @artdecotech
  4. 4.  @artdecotech Search Engine Optimization (SEO) = Increasing Organic Ranking in Search Results What is SEO? #1 #2 #3
  5. 5.  @artdecotech An Extremely Simplified Understanding What is SEO? Technical - Making sure your page is visible to search engines. How do search engines decide where your page ranks? Keywords - Used in your content to match search query. Links - From other sources to your content to show authority.
  6. 6. Objective SEO?  It’s pretty subjective actually.  Google or Bing, Yahoo, Yandex…?  Their exact algorithms are top secret.  The algorithm changes.  Panda, Penguin  Mobilegeddon  Hummingbird  SOLOMO: Social, Local, Mobile @artdecotech
  7. 7. Google SEO  What does Google want at #1?  The best relevant ads.  The best relevant answers.  “Quality content”  What is it, though?  Too subjective.  How can Google identify bad results?  Pogo-sticking  404 errors  No social  Time on result  Skipped results @artdecotech
  8. 8. Diagnostics @artdecotech  Server errors pages  Referrers  Page load  Mobile devices  Screen resolutions  Browsers DIAGNOSTICS
  9. 9.  GoogleAnalyticsTricks For “Objective” SEO and Diagnostics
  10. 10. Custom Reports @artdecotech • Metric Groups – Numbers (Bounce, Transactions…) • Dimension Drill Downs – Variables (URL, Referral path…) • Filters – Include/Exclude Variables (Source, Keywords…)
  11. 11. 404 Errors Metric Groups: • Entrances Dimension Drilldowns: • Landing Page • Full Referrer Filters: • Include Page Title > RegEx = Not Found @artdecotech
  12. 12. @artdecotech URLs that lead to a 404 “Not Found” page title – some could be a mistyped URL.
  13. 13. @artdecotech Drill Down Level 2 Referring websites linking to missing pages on your website.
  14. 14. Landing Pages Metric Groups: • Sessions • Bounce Rate • Avg. Time on Page Dimension Drilldowns: • Page • Keyword Filters: • Include Default Channel Grouping = Organic Search @artdecotech
  15. 15. @artdecotech Landing pages with high bounce and low session duration are not satisfying searchers.
  16. 16. @artdecotech Drill Down Level 2 Keywords used to access the landing pages... mostly (not provided)… but hey, real data!
  17. 17. Mobile Landing Pages Metric Groups: • Sessions • Bounce Rate • Avg. Time on Page Dimension Drilldowns: • Landing Page • Source • User Type Filters: • Include Mobile Input Selector = touchscreen @artdecotech
  18. 18. @artdecotech Which pages are mobile users bouncing from? Do they look okay on your phone?
  19. 19. Mobile Devices Metric Groups: • Sessions • Bounce Rate • Avg. Time on Page Dimension Drilldowns: • Operating System • Mobile Device Info • Landing Page Filters: • Include Mobile Input Selector = touchscreen @artdecotech
  20. 20. @artdecotech Specific mobile operating system and device behavior metrics.
  21. 21. Search Console (WebmasterTools)  Sign in to Search Console  https://www.google.com/ webmasters @artdecotech  Add a Property  http:// or https://  www or bare domain  Verify ownership.  Use Google Analytics as an Alternate method.
  22. 22. Search Console (WebmasterTools)  Back in Google Analytics  Admin. @artdecotech  Select Your Property  Property Settings  Follow prompts to add your verified site.  Scroll to the Bottom  Adjust Webmaster Tools
  23. 23. The Rare Objective Keyword Not set = Not from organic traffic – referrals and direct links. Not provided = Protected by encryption – browsers default to HTTPS:// protocol. @artdecotech
  24. 24. Provided Keywords Metric Groups: • Sessions • Bounce Rate • Transactions… Dimension Drilldowns: • Keyword • Landing Page Filters: • Exclude Keyword = (not set) • Exclude Keyword = (not provided) @artdecotech
  25. 25. @artdecotech Objective SEO Keywords!
  26. 26. Speed Metric Groups: • Sessions • Avg. Server Response Time • Avg. Page Load Time Dimension Drilldowns: • Landing Page • Country • User Type Filters: • Include Default Channel Grouping = Organic Search @artdecotech
  27. 27. @artdecotech Top landing pages and their response and load times.
  28. 28. FreeWebsite PerformanceTestingTool performance.sucuri.net @artdecotech
  29. 29. Hostnames Metric Groups: • Sessions • Users • Bounce Rate Dimension Drilldowns: • Hostname • Country Filters: • none @artdecotech
  30. 30. @artdecotech
  31. 31.  Filter Ghost Referrals Using Your UA Code? Not Cool. Remove Ghost Referrers: 1. Admin 3. Add New Filter 2. Choose a View (test first).
  32. 32. ^www.sucuri.net$|^sucuri.net$ 4. Create new Filter 5. Filter Type: Custom > Include 6. Filter Field: Hostname 7. Filter Pattern: (Continued…)
  33. 33.  Segment Out Ghost Referrals Pretend They Were Never Here Fixing Past Data: 1. Reporting 2. Add Segment 3. New Segment
  34. 34. @artdecotech (Continued…) Advanced Conditions > Sessions > Include = Hostname > Contains = domain.com
  35. 35.  @artdecotech Insights into Visits From Search Engine Results Organic Search Segment Advanced Conditions > Sessions > Include = Default Channel Grouping = Organic Search
  36. 36. @artdecotech You can download Custom Reports, Segments, and Dashboards. Now you know how to use them!
  37. 37.  Track Everything Week over Week and Month over Month
  38. 38. Alycia Mitchell @artdecotech blog.sucuri.net @sucuri_security Thank You! @artdecotech

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