Search Engine Optimization is a core topic in eCommerce, this presentation walks you through some key topics in how to measure your performance in Search Engine Optimization and what to look for in defining an SEO strategy

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Background
WHO
− Electrical & Computer Engineer + MBA by training
− Software development & product management
− Addicted to MS Excel
− All around tech geek
WHAT
− For the do-ers: New ideas on how to find/measure/analyze SEO
keywords & performance
− For the managers: Shortcuts to help your team save time & effort
− For the execs: A deeper understanding on what is available from your
team and what they might already be using
WHY
− Because though SEO is constantly changing, it’s never going away

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# 1
ADVANCED SEGMENTS

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The Standards
Mobile
Local
Social

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Make Your Own “Cart Complete”
Why? Well…
Might use sampling but should still provide solid data

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SEO + Behavior
Other Common Uses with Organic Traffic
• Completed carts
• Engaged customers
• Big spenders
• Frequent purchasers
• Bounces
• First Time users or buyers
• Repeat users or buyers
• Site search users

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Keyword Group Performance using RegEx
?

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# 2
REGULAR EXPRESSIONS
(REGEX)

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Common RegEx Characters
For example:
To match a manufacturer part number with the
format: abcd-123456
You could use : (a-z){4}-(0-9){6}
What if that hyphen could also be a white space?
(a-z){4}(-|s)(0-9){6}
What if that first number can’t be a zero?
(a-z){4}(-|s)(1-9)(0-9){5}
What if there the number of digits varies?
(a-z){4}(-|s)(1-9)(0-9)+

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# 3
SITE NAVIGATION

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Navigation After Landing Page

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Navigation After Landing Page

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Low Value Organic Pages
Filter page views greater than a reasonable value
Sort ascending on page value OR
Sort descending on Bounce

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# 4
SITE SEARCH

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Search Start Pages

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Searches Made by Organic Traffic

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Converting Searches from Organic Traffic

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# 5
EMAIL & CONTENT FOR
KEYWORD RESEARCH

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Email With High Open Rates & CTR’s
1. Test out new terms for common
items & high performing products
2. Use targeted emails to test terms
in a narrow audience
3. Find links that get high click
through to analyze pages of
interest

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Content with High Likes/Shares/Tweets

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# 6
ANALYZING REFERRAL
SOURCES

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Best Performing Referral Sites
The question is…what keywords are these sites targeting & ranking for?

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Top Performing Referral Landing Pages
Two things here:
1. What are you targeting on these pages? Are they ranking on
their own?
2. Who is the referrer?

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“Stitching” Information Together with Excel
VLOOKUP(A2, ReferralNames.csv!$A:$B, 2, 0)
ReferralNames.csvPageList.csv
Column 1 Column 2

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Analyze Your Referral Sources

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# 7
INDUSTRY TERMS

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Wikipedia
Use for synonyms & to identify related terms

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Supplier Websites

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Trade Publications

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More Analysis!

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# 8
WEBMASTER TOOLS

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Use Python to Download Data to CSV
Fun Fact – Webmaster Tools only stores 90 days of data
You can automatically download information to store in your own data
warehouse using Python
http://googlewebmastercentral.blogspot.co.uk/2011/12/download-search-queries-data-using.html

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Quickly Make Your Site More Efficient
Robots.txt tester
PageSpeed Insights

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Finding Site Errors that Affect SEO
Faulty redirects from
smartphones
Language
Targeting issues

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# 9
EXCEL

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My Favorite Excel Formulas
• Find/Replace
• VLOOKUP
• IF
• COUNTIF
• TRIM
• ISNA
• LEFT/RIGHT
• Text to columns
• Remove Duplicates
• PivotTables

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Fun with Recursion
Find/Replace
Text to Columns
Multiply by 1
Sort Ascending

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Fun with Recursion cont.

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Summary
1. Advanced Segments
2. Regular Expressions
3. Site Navigation
4. Site Search
5. Email & Content
6. Analyzing Referral Sources
7. Industry Terms
8. Webmaster Tools
9. Excel

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# 10
YOUR QUESTIONS?