1. 
GOOGLE ANALYTICS
For Objective SEO and Diagnostics

2. 
ALYCIA MITCHELL
Digital Marketing Manager at Sucuri
@artdecotech

3. @artdecotech
• Google Analytics
• Objective
• SEO
• Diagnostics

4. 
@artdecotech
google.com/analytics
Get GoogleAnalytics

5. @artdecotech

6. @artdecotech

7. Option #1 - GoogleAnalytics Plugins
@artdecotech
Choose Plugins Wisely:
• Trusted Source
• Recent Updates
• Active Installs
• Rating
• Compatibility
• Support Issues
• Reviews
• Price

8. @artdecotech

9. Option #2 – Manually AddTracking Code
@artdecotech

10. Objective
 Judgment influenced by
personal feelings or opinions
in considering and
representing facts.
 Judgment influenced by
personal feelings, tastes, or
opinions.
@artdecotech

11. 
@artdecotech
Search Engine Optimization (SEO) = Increasing Organic Ranking in Search Results
What is SEO?
#1
#2
#3

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. 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. 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. Diagnose Issues with Analytics
@artdecotech
 404 Not Found
 Referrers
 Page load
 Mobile devices
 Screen resolutions
 Browsers
DIAGNOSTICS

16. 
GoogleAnalyticsTricks
These are not the reports you’re looking for…

17. Custom Reports for SEO & Diagnostics
@artdecotech

18. @artdecotech
URL? 100,000 3.5 min 65%
Source?
Browser?
Etc….
- Channel
- Device
- Keyword
- Etc…
All Google Analytics Data

19. Creating Custom Reports
@artdecotech
• Metric Groups – Numbers (Bounce, Transactions…)
• Dimension Drill Downs – Variables (URL, Referral path…)
• Filters – Include/Exclude Variables (Source, Keywords…)

20. 404 Errors
Metric Groups:
• Entrances
Dimension Drilldowns:
• Landing Page
• Full Referrer
Filters:
• Include Page Title >
RegEx = Not Found
@artdecotech

21. @artdecotech
URLs that lead to a 404 “Not Found” page title – some could be a mistyped URL.

22. @artdecotech
Drill Down Level 2
Referring websites linking to missing pages on your website.

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. @artdecotech
Landing pages with high bounce and low session duration are not satisfying searchers.

25. @artdecotech
Drill Down Level 2
Keywords used to access the landing pages... mostly (not provided)… but hey, real data!

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. @artdecotech
Which pages are mobile users bouncing from? Do they look okay on your phone?

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. @artdecotech
Specific mobile operating system and device behavior metrics.

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. 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. 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. Provided
Keywords
Metric Groups:
• Sessions
• Bounce Rate
• Transactions…
Dimension Drilldowns:
• Keyword
• Landing Page
Filters:
• Exclude Keyword =
(not set)
• Exclude Keyword =
(not provided)
@artdecotech

34. @artdecotech
Objective SEO Keywords!

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. @artdecotech
Top landing pages and their response and load times.

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. @artdecotech
Top browsers with their engagement metrics and performance.

39. @artdecotech
Top screen resolutions with engagement metrics showing hints at user experience.

40. FreeWebsite PerformanceTestingTool
performance.sucuri.net
@artdecotech

41. Hostnames
Metric Groups:
• Sessions
• Users
• Bounce Rate
Dimension Drilldowns:
• Hostname
• Country
Filters:
• none
@artdecotech

42. @artdecotech

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. ^www.sucuri.net$|^sucuri.net$
4. Create new Filter
5. Filter Type: Custom > Include
6. Filter Field: Hostname
7. Filter Pattern:
(Continued…)

45. 
Segment Out Ghost Referrals
Pretend They Were Never Here
Fixing Past Data:
1. Reporting
2. Add Segment
3. New Segment

46. @artdecotech
(Continued…)
Advanced Conditions > Sessions > Include = Hostname > Contains = domain.com

47. 
@artdecotech
Insights into Visits From Search Engine Results
Organic Search Segment
Advanced Conditions > Sessions > Include = Default Channel Grouping = Organic Search

48. @artdecotech
You can download Custom Reports, Segments, and Dashboards.
Now you know how to use them!

49. 
Track Everything
Week over Week and Month over Month

50. Alycia Mitchell
blog.sucuri.net
Thank You!
@artdecotech