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How to Use Google Analytics in WordPress for SEO and Diagnostics

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Find out what visitors are doing on your WordPress website using Google Analytics. With an understanding of search engine ranking factors and traffic diagnostics, you can get valuable insight into content performance. Learn how to make objective, data-based decisions that will improve your WordPress website.

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How to Use Google Analytics in WordPress for SEO and Diagnostics

  1. 1.  GOOGLE ANALYTICS For Objective SEO and Diagnostics
  2. 2.  ALYCIA MITCHELL Digital Marketing Manager at Sucuri @artdecotech
  3. 3. @artdecotech • Google Analytics • Objective • SEO • Diagnostics
  4. 4.  @artdecotech google.com/analytics Get GoogleAnalytics
  5. 5. @artdecotech
  6. 6. @artdecotech
  7. 7. Option #1 - GoogleAnalytics Plugins @artdecotech Choose Plugins Wisely: • Trusted Source • Recent Updates • Active Installs • Rating • Compatibility • Support Issues • Reviews • Price
  8. 8. @artdecotech
  9. 9. Option #2 – Manually AddTracking Code @artdecotech
  10. 10. Objective  Judgment influenced by personal feelings or opinions in considering and representing facts.  Judgment influenced by personal feelings, tastes, or opinions. @artdecotech
  11. 11.  @artdecotech Search Engine Optimization (SEO) = Increasing Organic Ranking in Search Results What is SEO? #1 #2 #3
  12. 12.  @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.
  13. 13. 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
  14. 14. 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
  15. 15. Diagnose Issues with Analytics @artdecotech  404 Not Found  Referrers  Page load  Mobile devices  Screen resolutions  Browsers DIAGNOSTICS
  16. 16.  GoogleAnalyticsTricks These are not the reports you’re looking for…
  17. 17. Custom Reports for SEO & Diagnostics @artdecotech
  18. 18. @artdecotech URL? 100,000 3.5 min 65% Source? Browser? Etc…. - Channel - Device - Keyword - Etc… All Google Analytics Data
  19. 19. Creating Custom Reports @artdecotech • Metric Groups – Numbers (Bounce, Transactions…) • Dimension Drill Downs – Variables (URL, Referral path…) • Filters – Include/Exclude Variables (Source, Keywords…)
  20. 20. 404 Errors Metric Groups: • Entrances Dimension Drilldowns: • Landing Page • Full Referrer Filters: • Include Page Title > RegEx = Not Found @artdecotech
  21. 21. @artdecotech URLs that lead to a 404 “Not Found” page title – some could be a mistyped URL.
  22. 22. @artdecotech Drill Down Level 2 Referring websites linking to missing pages on your website.
  23. 23. Landing Pages Metric Groups: • Sessions • Bounce Rate • Avg. Time on Page Dimension Drilldowns: • Page • Keyword Filters: • Include Default Channel Grouping = Organic Search @artdecotech
  24. 24. @artdecotech Landing pages with high bounce and low session duration are not satisfying searchers.
  25. 25. @artdecotech Drill Down Level 2 Keywords used to access the landing pages... mostly (not provided)… but hey, real data!
  26. 26. 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
  27. 27. @artdecotech Which pages are mobile users bouncing from? Do they look okay on your phone?
  28. 28. 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
  29. 29. @artdecotech Specific mobile operating system and device behavior metrics.
  30. 30. 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.
  31. 31. 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
  32. 32. 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
  33. 33. Provided Keywords Metric Groups: • Sessions • Bounce Rate • Transactions… Dimension Drilldowns: • Keyword • Landing Page Filters: • Exclude Keyword = (not set) • Exclude Keyword = (not provided) @artdecotech
  34. 34. @artdecotech Objective SEO Keywords!
  35. 35. 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
  36. 36. @artdecotech Top landing pages and their response and load times.
  37. 37. UX Issues Metric Groups: • Sessions • Bounce Rate • Avg. Time on Page • Avg. Server Response Time • Avg. Page Load Time Dimension Drilldowns: • Browser or Screen Resolution or… • User Type @artdecotech
  38. 38. @artdecotech Top browsers with their engagement metrics and performance.
  39. 39. @artdecotech Top screen resolutions with engagement metrics showing hints at user experience.
  40. 40. FreeWebsite PerformanceTestingTool performance.sucuri.net @artdecotech
  41. 41. Hostnames Metric Groups: • Sessions • Users • Bounce Rate Dimension Drilldowns: • Hostname • Country Filters: • none @artdecotech
  42. 42. @artdecotech
  43. 43.  Filter Ghost Referrals Using Your UA Code? Not Cool. Remove Ghost Referrers: 1. Admin 3. Add New Filter 2. Choose a View (test first).
  44. 44. ^www.sucuri.net$|^sucuri.net$ 4. Create new Filter 5. Filter Type: Custom > Include 6. Filter Field: Hostname 7. Filter Pattern: (Continued…)
  45. 45.  Segment Out Ghost Referrals Pretend They Were Never Here Fixing Past Data: 1. Reporting 2. Add Segment 3. New Segment
  46. 46. @artdecotech (Continued…) Advanced Conditions > Sessions > Include = Hostname > Contains = domain.com
  47. 47.  @artdecotech Insights into Visits From Search Engine Results Organic Search Segment Advanced Conditions > Sessions > Include = Default Channel Grouping = Organic Search
  48. 48. @artdecotech You can download Custom Reports, Segments, and Dashboards. Now you know how to use them!
  49. 49.  Track Everything Week over Week and Month over Month
  50. 50. Alycia Mitchell blog.sucuri.net Thank You! @artdecotech

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