Using Google Analytics for SEO Reporting in a (not provided) World

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This presentation was originally given at Superweek, Hungary (#spwk), but is relevant for all audiences interested in Google Analytics and SEO.

Seeing your Keyword (not provided) in Google Analytics SUCKS, but it doesn't have to be the end of the world! Learn how to do a great job with SEO, even if you don't have keyword data available.

This presentation is chocked full of actionable tips, tools and valuable information to help you do a better job of analyzing your search performance.

Not provided is NOT the end of the world. It's the beginning of you becoming a better analyst!

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Using Google Analytics for SEO Reporting in a (not provided) World

  1. 1. Google Analytics for SEO In a (not provided) World Photo  Credit:  Romeodesign  via  Compfight  
  2. 2. Your Guide Jeff  Sauer   Marketer  and  Entrepreneur   Jeffaly>cs   Minneapolis,  MN,  USA   google.com/+JeffSauer     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO   2  
  3. 3. It Was Cold Earlier This Month Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  4. 4. From the Land of the Polar Vortex I’m  From   Here   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  5. 5. Cold in Any Measurement System Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  6. 6. This is my Warm Weather Vacation Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  7. 7. Google Analytics is Like Othello Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  8. 8. Google Analytics is Like Othello A Second to Learn A Lifetime to Master Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  9. 9. A Mile Wide and a Mile Deep Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  10. 10. Each Element Means Something Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  11. 11. Each Element Means Something Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  12. 12. Each Element Means Something Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  13. 13. USING THE PERIODIC TABLE TO LEARN SEO IN GOOGLE ANALYTICS Photo  Credit:  dleiva  via  Compfight  
  14. 14. FIRST, (NOT PROVIDED)
  15. 15. Once Upon a Time I Said… “SEO  is   Analytics”     Jeff  Sauer  in  2009     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  16. 16. Rich Keyword Reports in 2009 Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  17. 17. Rich Data Going Away ~50%  of  Keywords  Not   Provided  in  2013   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  18. 18. (Not Provided) Soon to be 100% 100%  of  Keywords  will  be   (Not  Provided)  in  >me   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  19. 19. What Causes (Not Provided)? Should  we  move  to  an  all  HTTPS  web?:  h=p://yoast.com/web-­‐h=ps/     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  20. 20. (Not Provided) Hurts SEO Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  21. 21. We Are All Mad, But Life Goes On “Initially,  I  was  a  little  conflicted  about  the  whole  not  provided   affair…     I'm  a  lot  less  conflicted  now…     While  not  provided  is  not  an  optimal  scenario,  you'll  see  that   things  are  not  as  bad  as  initial  impressions  might  indicate”   Avinash  Kaushik  October  2013   bit.ly/1a0L8HH       Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  22. 22. In Other Words Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  23. 23. WAYS AROUND (NOT PROVIDED) Photo  Credit:  One_Penny  via  Compfight  
  24. 24. ORGANIC SEARCH REPORTS
  25. 25. Organic Search Still a Channel/Medium Organic  Search  Traffic  is   S>ll  Available  as  a  Channel   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  26. 26. Organic Search Still a Channel/Medium Organic  Search  Traffic  is   S>ll  Available  as  a  Channel   Organic  S>ll  Available   as  a  Medium   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  27. 27. You Can Still Measure Traffic Trends Traffic  Comparison  by   Date  S>ll  Works  Great!   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  28. 28. LANDING PAGES
  29. 29. Now I Am Saying… “If  your  Organic  landing  page   metrics  are  bad,  then  the   keyword  doesn’t  maeer”     Jeff  Sauer,  Today     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  30. 30. Organic Landing Pages Not  Exactly  a  Keyword,  but   S>ll  Preey  Awesome!   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  31. 31. SECONDARY DIMENSIONS
  32. 32. Landing Page as Secondary Dimension No  Keyword   Provided?   No  Problem   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  33. 33. FILTER YOUR DATA
  34. 34. Ugly Not Provided Keywords What  Does  it   Mean?   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  35. 35. Filter Data to Include Landing Page How  to  steal  some  'not  provided'  data  back  from  Google:     h=p://econsultancy.com/blog/8342-­‐how-­‐to-­‐steal-­‐some-­‐not-­‐provided-­‐data-­‐back-­‐from-­‐google     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  36. 36. Landing Page As Keyword Proxy Not  Perfect,  but   Much  Beeer!   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  37. 37. MULTI CHANNEL FUNNELS
  38. 38. How Organic Search Contributes Sales Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  39. 39. How Organic Assists Sales Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  40. 40. WEBMASTER TOOLS
  41. 41. Google Webmaster Tools Reports Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  42. 42. Google Webmaster Tools Reports BeauLful  (and  Increasingly   More  Accurate)  Search  Data!     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  43. 43. Setting Up Google Webmaster Tools Set  Up  Webmaster   Tools  Data  Sharing   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  44. 44. Edit Webmaster Tools Settings Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  45. 45. Select Webmaster Tools Property Select  Your  Site   Save  Progress   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  46. 46. GWT Data Accuracy Improvements Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  47. 47. GWT Data Accuracy Improvements More  detailed  search  queries  in  Webmaster  Tools:   h=p://googlewebmastercentral.blogspot.com/2014/01/search-­‐queries-­‐not-­‐rounded.html     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  48. 48. DEMOGRAPHICS
  49. 49. Enable  These   and  Update  Your   Tracking  Code   To  include  dc.js   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  50. 50. View ABC Reports by Demographic Performance   by  Age   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  51. 51. Add a Secondary Dimension Only  Show   Organic  Search   Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  52. 52. Add a Secondary Dimension Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  53. 53. Understand Key Search Demographics Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  54. 54. ADWORDS PAID AND ORGANIC REPORT
  55. 55. View AdWords and Organic Side by Side         How  to  Use  Google  AdWords  Paid  &  Organic  Report  (Lunametrics):   h=p://www.lunametrics.com/blog/2013/09/16/adwords-­‐paid-­‐organic-­‐report/     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  56. 56. DASHBOARDS
  57. 57. Not Provided Kit Not  Provided  Kit:  h=p://notprovidedkit.com/     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  58. 58. Install Segments, Reports, Dashboards Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  59. 59. Custom (not provided) Dashboard Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  60. 60. Google Analytics Gallery Google  AnalyLcs  SoluLons  Gallery:  h=ps://www.google.com/analyLcs/gallery/     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  61. 61. STEPPING OUTSIDE OF GOOGLE ANALYTICS FOR MEASUREMENT
  62. 62. Utilize Rank Tracking Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  63. 63. Google Trends Gauge  Keyword  Interest   Over  Time   Google  Trends:  h=ps://www.google.com/trends/     Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO  
  64. 64. Thank You! Jeff  Sauer   Marketer  and  Entrepreneur   Jeffaly>cs   Minneapolis,  MN,  USA   google.com/+JeffSauer       Jeff  Sauer  |  @jeffaly>cs  |  www.jeffaly>cs.com  |  Google  Analy>cs  for  SEO   64  

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