The document discusses advanced Google Analytics techniques for analyzing organic data to enhance SEO strategies. It highlights the removal of a significant portion of organic keyword data in 2013, making it challenging to connect search term data to revenue. The author emphasizes the importance of tracking category-level performance and using insights to inform new SEO campaigns.

1. Advanced Google
Analytics for
SEO & Beyond
Patrick Curran, PPC Strategist
/patrick-curran-b3011354/
patrick@spike.digital

2. • Segment Organic data in Google Analytics
• Analyse this information for more insight
• Feedback to inform SEO campaigns
The goal

3. Organic data in Google Analytics
• In September 2013 ~ 95% + organic
keyword data in Google Analytics
removed
• Impossible to tie search term data back
to Revenue
• Google provide “default” channel
groupings

4. The Old Way – Default Channel Groupings

5. The Old Way – Default Channel Groupings

6. • Men’s trousers, women's trousers, jackets,
shorts in retail
• Insurance may be home, car, contents, health,
business, travel etc
• Separating out particular versions of your site -
/FR for France, /IE for Ireland or
• Separating blog content categories to see the
part these play in user journeys
What do I mean by “categories”

7. Site Categories
Product Categories
Categories

8. The better way

10. More detailed Channels

11. Summary

12. It is important to track
performance of SEO
• Track category level revenue/
transaction/ lead/ goal growth for SEO.
• Use this knowledge to inform new SEO
campaign strategy.
• Keywords with lower organic click
potential can become less important if
there are greater opportunities
elsewhere.

13. Thank you!
/patrick-curran-b3011354/
patrick@spike.digital

14. Connect with us
/company/spike-seo/
hello@spike.digital