Google Analytics Conundrums
for SEOs
Nikki Rae

GOOGLE ANALYTICS CONSULTANCY
Google Analytics Specialist

Agencies and Clients
Google Analytics Trainer
@analyt...
Lack of Formal Training
What you See is Not Always What You Get
When is Organic Search not Organic
Search?
When paid search campaigns are not tracked
Symptom
Keywords that you know you d...
When is Direct Traffic not Direct Traffic?
When paid search campaigns are not tracked

Symptom
Direct traffic landing on v...
Example

Obscure Landing Pages
When a referrer is not a referrer #1?
When paid search campaigns are not tracked

Symptom
Your site is showing as a referr...
Example

Sub domain e.g. blog.futureinsightanalytics.com
Cross Domain e.g. analyticstraining.co.uk and
futureinsightanalyt...
When a referrer is not a referrer #2?
When paid search campaigns are not tracked

Symptom
Search engines are showing as re...
Example

Use _addOrganic() method
_addOrganic(newOrganicEngine, queryParamName, opt_
prepend)
When Google shows as a referrer #3?
When paid search campaigns are not tracked

Symptom
Google shows in referrer report

C...
Example

Actual Links on Google Sites
When a Keyword is not your Keyword #1?
When paid search campaigns are not tracked

Symptom
Keywords are showing in GA that...
Example
This should be your
domain name
When a Keyword is not your Keyword #2?
When paid search campaigns are not tracked

Symptom
The keyword report and matched ...
Example

Actual Keywords Typed

Broad/ Phrase
Matched Keywords
When a Keyword is not your Keyword #3?
When paid search campaigns are not tracked

Symptom
You have not segmented out bran...
Key Takeaways
When paid search campaigns are not tracked

What you see in Google Analytics is
not always what you get

• C...
Tools
When paid search campaigns are not tracked

Screaming Frog SEO Spider
Google Analytics Debugger
Google Tag Assistant...
Further Education
When paid search campaigns are not tracked

Google’s Analytics Academy
Google Analytics Help Center
Goog...
Thank You
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Smx stockholm 14102013 nikki rae

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Common questions that I get asked by SEOs.

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Smx stockholm 14102013 nikki rae

  1. 1. Google Analytics Conundrums for SEOs
  2. 2. Nikki Rae GOOGLE ANALYTICS CONSULTANCY Google Analytics Specialist Agencies and Clients Google Analytics Trainer @analyticsgirl
  3. 3. Lack of Formal Training
  4. 4. What you See is Not Always What You Get
  5. 5. When is Organic Search not Organic Search? When paid search campaigns are not tracked Symptom Keywords that you know you don’t rank for appear in GA Organic report Cause Untracked paid search campaigns including Adwords, Bing and Yahoo Fix Check Adwords is auto-tagged/ manual tagged Check any other paid search source is manual tagged
  6. 6. When is Direct Traffic not Direct Traffic? When paid search campaigns are not tracked Symptom Direct traffic landing on varied pages with difficult to remember URLs Cause When campaigns are not tracked When server redirects strip manual tagging Fix Social Media tagged? Email Campaigns tagged? Any links in offline docs tracked? Server set to carry over query parameters in URLs?
  7. 7. Example Obscure Landing Pages
  8. 8. When a referrer is not a referrer #1? When paid search campaigns are not tracked Symptom Your site is showing as a referrer to itself Cause When sub/ cross domains are using incorrect or inconsistent code Two or more sets of GA tracking on a page Redirect is stripping away cookie information for cross domain URLs Fix Use Google Tag Assistant Manually view the source code Test the code using GA Tracking Code Debugger
  9. 9. Example Sub domain e.g. blog.futureinsightanalytics.com Cross Domain e.g. analyticstraining.co.uk and futureinsightanalytics.com View tracking source to see if code has been amended
  10. 10. When a referrer is not a referrer #2? When paid search campaigns are not tracked Symptom Search engines are showing as referrers Cause When Google Analytics recognises a search engine as a website Fix Manually view the referrers report for any potential new/ obscure search engines Add the search engine by using code
  11. 11. Example Use _addOrganic() method _addOrganic(newOrganicEngine, queryParamName, opt_ prepend)
  12. 12. When Google shows as a referrer #3? When paid search campaigns are not tracked Symptom Google shows in referrer report Cause The acquisition source Google does not mean a visit has come via organic search or Adwords Fix Manually view the referrers report Ensure that if looking to view organic or paid traffic, the medium is organic or cpc
  13. 13. Example Actual Links on Google Sites
  14. 14. When a Keyword is not your Keyword #1? When paid search campaigns are not tracked Symptom Keywords are showing in GA that you don’t rank for Cause Your tracking code is on someone else's site Fix Manually view the hostname report Use filters to ensure only traffic on your domain is going into the report
  15. 15. Example This should be your domain name
  16. 16. When a Keyword is not your Keyword #2? When paid search campaigns are not tracked Symptom The keyword report and matched query Adwords report are different Cause You are viewing the Adwords Keyword report rather than the matched queries report Fix If looking for keyword inspiration from Adwords, view the matched search query report
  17. 17. Example Actual Keywords Typed Broad/ Phrase Matched Keywords
  18. 18. When a Keyword is not your Keyword #3? When paid search campaigns are not tracked Symptom You have not segmented out brand traffic Cause You are viewing brand search traffic in silo Fix Brand traffic is direct traffic, or direct traffic is brand traffic so ensure analyses recognises that
  19. 19. Key Takeaways When paid search campaigns are not tracked What you see in Google Analytics is not always what you get • Check tracking code is on every page of the site • Check the tracking code contains correct methods for sub /cross domains • Ensure all campaigns are manually tagged • Ensure redirects are passing query parameters • For Adwords, use matched queries report • Check hostname report for rogue domains • TEST TEST TEST!
  20. 20. Tools When paid search campaigns are not tracked Screaming Frog SEO Spider Google Analytics Debugger Google Tag Assistant Google Analytics URL Builder
  21. 21. Further Education When paid search campaigns are not tracked Google’s Analytics Academy Google Analytics Help Center Google Analytics Blog Google Analytics Forum Google Analytics Solutions Gallery
  22. 22. Thank You

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