Analytics forInternational ScenariosAni LopezAnalytics Consultant &Senior SEO Strategisttwitter @anilopezlinkedin.com/in/a...
International Traffic AnalysisIt is not only the data you getbut how your questions torture it
Analytics for International ScenariosToday‟s Menu• Going International? Search for outliers  Traffic analysis• Country Spe...
Going international?Search for outliersDebunk assumptions
Internet, borderless worldThe goodPolitical borders dont necessarily limit yourgrowthThe badYou can not avoid having traff...
Internet, borderless worldThe goodPolitical borders dont necessarily limit yourgrowthThe badYou can not avoid having traff...
Revenue by CountryTypical report, not much insight
What you expectCountry - site alignmentAmericans           mysite.comBritish             mysite.co.ukAustralians         m...
Search Engines, sometimes,don‟t help3 examples of organic results messed upregarding location while Adwords works fine
query at Google US      From Canada   1st result UK site
query at Google Spain,1st result Argentinean site
Search for “google guatemala”at Google Spain From Spain1st result Google Uruguay !!
Country - Site AlignmentCompany having sites for Spain andLatin American countries, ccTLDs.Spains site:How much traffic co...
Language/s - Site AlignmentOutliers? Can we do it better?
Region - Language AlignmentHispanic population distribution in the US
Can we get better alignment?Does it tell you something?
Latinos using English browsers
CountrySearchin OrganicTraffic             Picture by http://www.flickr.com/photos/fotorita//
SE with Local versionsgoogle.co.in google.com.mxyandex.ru yandex.com
SE with Local versions• Create a separate profile (best practice)• Filter only Organic traffic• Add filter
SE with Local versionsgoogle.co.in google.com.mxyandex.ru yandex.com
SE with Local versionsgoogle.co.in google.com.mxyandex.ru yandex.com
Adding Search Enginesto Google Analytics                Picture by http://www.flickr.com/photos/soulsister/
Is Google King?• Not everywhere• Local Search Engines count too• LSE provide valuable insight (keywords)GA includes some l...
Which ones are included?List of sites included as Search Enginesin GA at GA Help (outdated) otherwise theycount as referra...
Popular South Africas search enginehttp://ananzi.co.za/saweb?q=south+africa++electric+plug+type_gaq.push([_addOrganic, ana...
Popular in Egypt, Saudi Arabia, UAE_gaq.push([_addOrganic, arabo.com, keywords]);
Tweak GA Tracking code
Local SE in GA
Tracking Search EngineBots in GoogleAnalytics               Picture by http://www.flickr.com/photos/99411713@N00/
Tracking Bots in GAEvery journey of a page towards SERPsstarts with a Search Engine bot visit•   Which bot visits which pa...
Tracking Bots in GAEvery journey of a page towards SERPsstarts with a Search Engine bot visit•   Which bot visits which pa...
Tracking Bots in GAEvery journey of a page towards SERPsstarts with a Search Engine bot visit•   Which bot visits which pa...
• Download PHP script http://ow.ly/bpFMP  implement it in your CMS & configure• Create a new „Only Bots‟ profile in GA• Ap...
• Apply „Exclude bots‟ to your master profile
Bot‟s Country of Origin
Country specific botto language alignment
Going FurtherUse Google Analytics API to export data• Correlate more metrics/dimensions in once  •   Pages  •   Visits / C...
ThanksAni LopezAnalytics Consultant &Senior SEO Strategisttwitter @anilopezlinkedin.com/in/anilopezinfo@dynamical.biz
The content of this presentation is under Creative Commons Copyleft LicenseAttribution, Share Alike 2.5 Canadahttp://creat...
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Analytics for International Scenarios

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Sometimes the amount of data available can be overwhelming and confusing, especially at international scenarios. This presentation (for the International Search Summit Seattle 2012) aims to show how to use analytics to uncover opportunities and explore some best practices for international multilingual web analysis

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Analytics for International Scenarios

  1. 1. Analytics forInternational ScenariosAni LopezAnalytics Consultant &Senior SEO Strategisttwitter @anilopezlinkedin.com/in/anilopezinfo@dynamical.biz www.CardinalPath.com
  2. 2. International Traffic AnalysisIt is not only the data you getbut how your questions torture it
  3. 3. Analytics for International ScenariosToday‟s Menu• Going International? Search for outliers Traffic analysis• Country Specific Search Engines in Organic Traffic Filter• Adding Search Engines to Google Analytics Tracking code tweak• Tracking Search Engine Bots in Google Analytics Code Hack + Filters
  4. 4. Going international?Search for outliersDebunk assumptions
  5. 5. Internet, borderless worldThe goodPolitical borders dont necessarily limit yourgrowthThe badYou can not avoid having traffic fromcountries you dont target, this means: Opportunities Something is wrong
  6. 6. Internet, borderless worldThe goodPolitical borders dont necessarily limit yourgrowthThe badYou can not avoid having traffic fromcountries you dont target, this means: Opportunities Something is wrong Analysis!!
  7. 7. Revenue by CountryTypical report, not much insight
  8. 8. What you expectCountry - site alignmentAmericans mysite.comBritish mysite.co.ukAustralians mysite.com.auLanguage/s - site alignmentEnglish visitors mysite.ca/en/French visitors mysite.ca/fr/
  9. 9. Search Engines, sometimes,don‟t help3 examples of organic results messed upregarding location while Adwords works fine
  10. 10. query at Google US From Canada 1st result UK site
  11. 11. query at Google Spain,1st result Argentinean site
  12. 12. Search for “google guatemala”at Google Spain From Spain1st result Google Uruguay !!
  13. 13. Country - Site AlignmentCompany having sites for Spain andLatin American countries, ccTLDs.Spains site:How much traffic coming from LatAm?Traffic coming from else where?
  14. 14. Language/s - Site AlignmentOutliers? Can we do it better?
  15. 15. Region - Language AlignmentHispanic population distribution in the US
  16. 16. Can we get better alignment?Does it tell you something?
  17. 17. Latinos using English browsers
  18. 18. CountrySearchin OrganicTraffic Picture by http://www.flickr.com/photos/fotorita//
  19. 19. SE with Local versionsgoogle.co.in google.com.mxyandex.ru yandex.com
  20. 20. SE with Local versions• Create a separate profile (best practice)• Filter only Organic traffic• Add filter
  21. 21. SE with Local versionsgoogle.co.in google.com.mxyandex.ru yandex.com
  22. 22. SE with Local versionsgoogle.co.in google.com.mxyandex.ru yandex.com
  23. 23. Adding Search Enginesto Google Analytics Picture by http://www.flickr.com/photos/soulsister/
  24. 24. Is Google King?• Not everywhere• Local Search Engines count too• LSE provide valuable insight (keywords)GA includes some local SE like:• Yandex, Rambler, Russia• Baidu, China• Naver, South Korea• Seznam, Czech Republic
  25. 25. Which ones are included?List of sites included as Search Enginesin GA at GA Help (outdated) otherwise theycount as referralshttp://www.google-analytics.com/ga.js code
  26. 26. Popular South Africas search enginehttp://ananzi.co.za/saweb?q=south+africa++electric+plug+type_gaq.push([_addOrganic, ananzi.co.za, q]);
  27. 27. Popular in Egypt, Saudi Arabia, UAE_gaq.push([_addOrganic, arabo.com, keywords]);
  28. 28. Tweak GA Tracking code
  29. 29. Local SE in GA
  30. 30. Tracking Search EngineBots in GoogleAnalytics Picture by http://www.flickr.com/photos/99411713@N00/
  31. 31. Tracking Bots in GAEvery journey of a page towards SERPsstarts with a Search Engine bot visit• Which bot visits which pages?• How frequently a bot visits your site?• How frequently a bot visits the same page?• Time that takes a bot to discover content?• Regional origin of the bot visiting the site• Country specific bot to language alignment
  32. 32. Tracking Bots in GAEvery journey of a page towards SERPsstarts with a Search Engine bot visit• Which bot visits which pages?• How frequently a bot visits your site?• How frequently a bot visits the same page?• Time that takes a bot to discover content?• Regional origin of the bot visiting the site• Country specific bot to language alignment
  33. 33. Tracking Bots in GAEvery journey of a page towards SERPsstarts with a Search Engine bot visit• Which bot visits which pages?• How frequently a bot visits your site?• How frequently a bot visits the same page?• Time that takes a bot to discover content?• Regional origin of the bot visiting the site• Country specific bot to language alignment
  34. 34. • Download PHP script http://ow.ly/bpFMP implement it in your CMS & configure• Create a new „Only Bots‟ profile in GA• Apply „Include only bots‟ filter to „Only Bots‟ profile
  35. 35. • Apply „Exclude bots‟ to your master profile
  36. 36. Bot‟s Country of Origin
  37. 37. Country specific botto language alignment
  38. 38. Going FurtherUse Google Analytics API to export data• Correlate more metrics/dimensions in once • Pages • Visits / Conversions • Countries / Languages • Keywords • Bots• Deeper analysis• Better understanding of your audience
  39. 39. ThanksAni LopezAnalytics Consultant &Senior SEO Strategisttwitter @anilopezlinkedin.com/in/anilopezinfo@dynamical.biz
  40. 40. The content of this presentation is under Creative Commons Copyleft LicenseAttribution, Share Alike 2.5 Canadahttp://creativecommons.org/licenses/by-sa/2.5/ca/You are free: To Share: to copy, distribute and transmit the work To Remix: to adapt the workUnder the following conditions: Attribution: You must attribute the work in the manner specified* by the author** or licensor (but not in any way that suggests that they endorse you or your use of the work) Share Alike: If you alter, transform, or build upon this work, you may distribute the resulting work only under the same or similar licence to this one *a link to http://dynamical.biz/blog/ would be great, thanks ** Ani Lopez

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