Why Analytics is Important for Any Business - EBriks Infotech

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Why Analytics is Important for Any Business - EBriks Infotech

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Why Analytics is Important for Any Business - EBriks Infotech

  1. 1. ANALYTICS FOR SEO
  2. 2. Analytics is like…
  3. 3. Gardening. Cute.
  4. 4. A two-way mirror.
  5. 5. An X-Ray. Clever.
  6. 6. Ahhh sports.
  7. 7. Huh?
  8. 8. What?! A… Drag Queen?!
  9. 9. Let’s start over.
  10. 10. Analytics…
  11. 11. Analytics Provides Data
  12. 12. (Should) Help Make Decisions vs. ?
  13. 13. (Should) Measure Effectiveness
  14. 14. Justifies Decisions Budgets Stock Photo Warning
  15. 15. Justifies Decisions Budgets “Here’s your budget.” - Cheesy stock photo guy
  16. 16. But It’s Hard Work.
  17. 17. Why is it hard work?
  18. 18. Because analytics is like…
  19. 19. Analytics Is Like Buying Furniture At Ikea.
  20. 20. Useless Until Assembled
  21. 21. We’ve Made Progress
  22. 22. Analytics Used To Be Like THIS. Confusing.
  23. 23. Analytics Used To Be THIS. Poor data.
  24. 24. Then Came This…
  25. 25. We Can Still Do Better… Default reports not actionable.
  26. 26. Analytics For SEO
  27. 27. Verify Analytics Code Use Screaming Frog Custom Filters To Check For Code - @rachaelgerson http://www.seerinteractive.com/blog/screaming-frog-to-verify-google-analytics
  28. 28. Verify Analytics Code Use Browser Plugins Analytics Debugger - http://bit.ly/Pw18sf
  29. 29. Verify Analytics Code Use Browser Plugins Analytics Helper - http://bit.ly/XbyJuL
  30. 30. Use Three Profiles
  31. 31. Filter Internal Traffic Range Of IP Address Tool http://support.google.com/analytics/bin/answer.py?hl=en&answer=1034771
  32. 32. Filter Internal Traffic Using RegEx from the tool, paste into a custom filter.
  33. 33. Increase Sample Size – Site Speed Data 10 is 10% sample rate. Can go up to 100% (although not recommended for very large sites).
  34. 34. Sharing Customizations Is Hard Do you want to cut and paste all of these segments just to share them?
  35. 35. Managing Accounts With Chrome Logins Create Chrome Login for each client. Access analytics, WMT, G Docs all from one account/Chrome Login.
  36. 36. Managing Accounts With Chrome Logins http://www.koozai.com/blog/search-marketing/seo-resources/my-top-tip-for-managing-multipleseo-clients-browser-accounts/
  37. 37. Set Up Site Search Finding the query parameter – perform a search on the site and look at URL.
  38. 38. Set Up Site Search Go to admin->Profile Settings->Scroll Down
  39. 39. Set Up Site Search Go to content->site search->search terms
  40. 40. Lame.
  41. 41. Custom Report! Internal Search Performance Custom Report http://bit.ly/SGoaw3
  42. 42. Custom Report – Top Level First Level – Visits With/Without Site Search
  43. 43. Custom Report = Super Action-ability Find high bounce / exit search terms. CREATE that content.
  44. 44. Segment Branded Keywords Default segment: not totally worthless but close.
  45. 45. Segment Brand Keywords Brand Name: VacuumSpot Create advanced segment (this brand name is a simple example).
  46. 46. Segment Non-Brand Keywords Brand Name: VacuumSpot EXCLUDE brand names segment – to measure only generic keywords.
  47. 47. Organic Search NEW Non-Brand Acquisition From Google Brand Name: VacuumSpot
  48. 48. Measure Social Media Traffic(?) Default GA Social Traffic View How many of these are actually “social networks”?
  49. 49. Measure Social Media Traffic(?) Would you call this “social media”?
  50. 50. Segment Social Media Traffic Build your own social media segment. Don’t forget short URLs (ie: t.co) Use this segment as a starting point. http://bit.ly/RzKHdX
  51. 51. Segment # of Keywords In Search RegEx for one word searches - ^s*[^s]+(s+[^s]+){0}s*$ 1 Word Searches http://bit.ly/SqSR6j 2 Word Searches http://bit.ly/PwbGrk 3 Word Searches http://bit.ly/WnlUOO 4+ Word Searches http://bit.ly/PPRdPD More on Avinash’s post - http://www.kaushik.net/avinash/advanced-analytics-visitor-segments-engagement-social-media-search-longtail/
  52. 52. Site Section Performance – Case Study www.admissionsquest.com
  53. 53. Site Section Performance – Case Study Which of these should they do more of? Less of?
  54. 54. Site Section Performance – Case Study What’s bringing the most traffic for the least effort?
  55. 55. Site Section Performance – Case Study Data Needed: 1. Site sections – Screaming Frog 2. Number of pages indexed each section – Google queries 3. Number of Google visits each section – analytics www.admissionsquest.com
  56. 56. Site Section Performance – Case Study Desired End Metric -> Visits From Google Per Pages In Section www.admissionsquest.com
  57. 57. Site Section Performance – Case Study First crawl the site with Screaming Frog. Export HTML to csv.
  58. 58. Site Section Performance – Case Study In Excel, tag each section (and sub-sections if you want) of the site.
  59. 59. Site Section Performance – Case Study Hopefully you’ll have about 8-12 main sections.
  60. 60. Site Section Performance – Case Study Find out how many are indexed for each section with advanced queries. (Might be tricky if site doesn’t have good URL structure)
  61. 61. Site Section Performance – Case Study Put in spreadsheet – site sections and how many pages indexed per section.
  62. 62. Site Section Performance – Case Study Create segments for EACH section in analytics. Organic Google traffic only.
  63. 63. Site Section Performance – Case Study Apply segment to get number of visits from Google.
  64. 64. Site Section Performance – Case Study Add number of visits to spreadsheet. Divide Visits by Pages Indexed =(C2/D2)
  65. 65. Site Section Performance – Case Study Graph It. Long form evergreen articles perform amazingly well compared to blogging.
  66. 66. Case Study - SaaS – WPMU Premium http://premium.wpmudev.org
  67. 67. Problem: Four User States 1. Not logged in / not paying 2. Logged in / not paying 3. Logged in / paid 4. Admin
  68. 68. Use Custom Variables - User States https://developers.google.com/analytics/devguides/collection/gajs/gaTra ckingCustomVariables
  69. 69. Use Custom Variables - User States Original setup – not ideal.
  70. 70. Use Custom Variables - User States Improved setup Reference: http://net.tutsplus.com/tutorials/other/quick-tip-the-power-of-google-analytics-custom-variables/
  71. 71. Use An End To End Report Acquisition Behavior Outcome How they found you What they did What happened Bounces Pages/visit Transactions Per visit value Source Keyword http://www.kaushik.net/avinash/actionable-web-analytics-custom-reports-advanced-segments/
  72. 72. Use An End To End Custom Report http://bit.ly/Yrm71n
  73. 73. Use An End To End Custom Report (Note: yes, I meant acquisition – whoops!) http://www.kaushik.net/avinash/actionable-web-analytics-custom-reports-advanced-segments/
  74. 74. So Let’s Review
  75. 75. Analytics is could be like…
  76. 76. …assembled Ikea furniture.

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