SEO Analytics is complicated. In this presentation, I talk about - My experience working on both Analytics and SEO teams - Challenges, opportunities and SEO Analytics best practices - How to prepare your Web Analytics tool data for integration with Brightedge Page level reporting - How to pull different data sources together to correlate and infer keyword performance - How to leverage data to audit and identify problem areas of your site - How to combine data sources to understand your SEO program’s business impact

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Freddie Blicher | Sr. Manager
Marriott/Ritz-Carlton
Mastering Analytics and
Integrations

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 Sr. Manager, SEO - supporting Marriott & Ritz-Carlton
 Worked in Web & Mobile Analytics
– Implementation, QA & Reporting - Adobe, IBM Coremetrics, Google Analytics,
Webtrends
 Worked in SEO
– Mobile, Local, Technical & Analytics integrations with Brightedge
Linkedin.com/in/freddieblicher
About me
Mastering Analytics and Integrations

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SEO Analytics is Complicated
Mastering Analytics and Integrations
Analytics Tool
Implementation
Data Quality
Analytics Team Secure Search
Challenges

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 How can we better optimize given these challenges?
 How do we better correlate keyword rankings and landing page
performance?
 What view of our data can we use to audit and identify problem areas of
our sites?
SEO Analytics Opportunities
Mastering Analytics and Integrations

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Mastering Analytics and Integrations
What do we do and how do we get there?

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Mastering Analytics and Integrations
Solution: Integrate your Analytics data with Brightedge

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SEO Analytics - Getting your data ready for integration
Mastering Analytics and Integrations
Step 3
Create Reports & QA data
Step 2
Partner with your analytics team to create an accurate segment in your
Analytics tool
Step 1
Partner with analytics team to define reporting requirements and metrics
(using direct metrics)

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 Analytics tools typically have 2 different types of metrics - Direct &
Associated/Participation
 Direct Metrics
 Participation Metrics
 Example: Customer enters a page from Google and books a room for $100
– http://blogs.adobe.com/digitalmarketing/analytics/participation-inside-
omniture-sitecatalyst/
Step 1: Metrics - Direct vs. Associated/Participation
Mastering Analytics and Integrations

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Step 2: Segments can be complicated
Mastering Analytics and Integrations

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 Best practice for an SEO Segment in your Analytics tool:
– Marketing channel is/contains Natural Search
– If using tracking parameters (Google My Business, Yext) include in segment
– Align with your Analytics team on 7 day last click, 30 day last click, Multitouch
attribution
– Device type is All Device Type or by device - Other (Desktop), Smartphone or
Tablet devices
– Define direct metrics by defining an action that happens only once per visit 
Entry Page
Step 2: Best practices for getting the right SEO data
Mastering Analytics and Integrations

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Step 3: Create Analytics Reports & QA data
Mastering Analytics and Integrations
 Try to follow Brightedge recommended integration
 Determine which tool to use to create reports
 QA & Sanity Check your data

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Completing Brightedge Integration
Mastering Analytics and Integrations
Step 3
Launch final reports
Step 2
Fill 2 weeks of data in Brightedge & QA - you don’t want to load all data and
find issues
Step 1
Engage with your Brightedge Integration team

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After Integration
Mastering Analytics and Integrations
 Brightedge page reporting integration with your analytics tool marries
ranking data with page level analytics data

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Improved Page Level Reporting
Mastering Analytics and Integrations
 One combined view of ranking data with analytics data

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Mastering Analytics and Integrations
How do we use this?
Combine your data sources

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Step 1
Mastering Analytics and Integrations
 Pull “Keyword Reporting” data from Brightedge

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Step 2
Mastering Analytics and Integrations
 Pull your page’s meta data from your crawling tool

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Step 3
Mastering Analytics and Integrations
 Pull “Page Reporting” data from Brightedge

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Step 4
Mastering Analytics and Integrations
 Combine your data sources in Excel

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Thank You & Questions
Mastering Analytics and Integrations