Tim Resnik discusses ways to leverage Google Analytics to gain insights from search engine traffic. He recommends sending topical data to Google Analytics through custom variables and dimensions. This allows grouping content in Google Analytics to see which topics or content performs best from search engine referrals. Resnik also provides examples of extracting metadata like categories or keywords from pages and passing this via tracking codes. Understanding the referral source and search query can provide context to optimize efforts and place strategic bets.

1. Google Analytics in the Age of
(not provided)
SearchFest | Feb 28th, 2014 | Tim Resnik @tresnik
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2. Searches on Google per month?
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John Wiley, Lead Designer for Google Search. http://bloom.bg/1pyZ1Un
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3. There’s enough for everyone!
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4. Aha! – It’s Simple: Targeting the Longtail
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5. 5
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6. RIP Keywords
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7. (not provided)
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8. Measure Efforts
Exploit Opportunities
Smart Bets with
Smart Data
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9. 9
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10. 10
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11. Take action!
1.
2.
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Send topical data TO GA
through custom
variables/Dimensions
Use google analytics content
grouping
@Moz
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12. Pass Meta Data in Custom Variables
Meta Data
Structured Data
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13. Pass Meta Data in Custom Variables
Your site has lots of useful stuff to help you figure out context
Pass this data through
a custom variable
_gaq.push(['_setCustomVar', 1, ’category', <?= $director ?>, 2]);
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14. Pass Meta Data in Custom Variables
Use your custom
variable as the
secondary dimension to
landing page for Google
search referrals
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15. Custom Variables w/ WordPress
Categories, tags, author
Data
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Place
your bets
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16. Custom Variables w/ WordPress
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17. Advanced: Entity and Keyword Extraction
Create
Content
Extract
Keywords
and Entities
Store in a
Custom
Variable
Analyze in
GA
Linked Data +
Natural Language
Tool Kits
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18. 18
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19. Available Tool Sets
•
•
University of Illinois Cognitive Computation Group
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Stanbol
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Skyttle (and a bunch of others on Mashape)
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Dbpedia Spotlight
•
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Stanford Natural Language Processing Group
Alchemy API
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20. Take action!
1.
2.
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Send topical data TO GA
through custom
variables/Dimensions
Use google analytics content
grouping
@Moz
@tresnik

21. Content Grouping in GA
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22. Content Grouping in GA
MyBeerBlog.com
IPA
OR
Pale
CO
OR
Porter
CO
OR
CO
I want to know what beer type receives the most traffic from Google
Search.
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23. Content Grouping in GA
MyBeerBlog.com (550 visits)
IPA (300)
OR
(250)
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CO
(50)
Pale (200)
OR
(125)
CO
(75)
Porter (50)
OR
(10)
CO
(40)
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24. Content Grouping in GA
MyBeerBlog.com (550 visits)
IPA (300)
OR
(250)
CO
(50)
Pale (200)
OR
(125)
CO
(75)
Porter (50)
OR
(10)
CO
(40)
More investigation needed, but looks promising
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25. Content Grouping in GA
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26. Method #1: Extraction
MyBeerBlog.com/reviews/ipa/or/double-mountain-review
/reviews/(.*)/ will create content categories based on the
directory for type (ipa, pale, porter)
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27. Method #2: Rules-based
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28. Method #3: Tracking Code
Just like a custom
variable, you can
automate to pass
through a category, tag
or other metadata
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29. Method #3: Tracking Code
Tacking Code Method is Best for Moz:
http://moz.com/blog/social-engagementmetrics-that-matter
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30. Method #3: Tracking Code
Tracking Code Method is Best for Moz:
ga('set', 1, ’Social Media');
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31. Take action!
1.
2.
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Send topical data TO GA
through custom
variables/Dimensions
Use google analytics content
grouping
@Moz
@tresnik

32. Not too long ago…
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33. Way Beyond 10 Blue Links…
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Dr. Pete Meyers http://bit.ly/IKcMh6
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34. How much is a video/news/image result
worth to you?
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35. 35
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36. Google Referral String
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rj
a&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_D
GIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=b
v.41867550,d.eWU
This string can help!
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37. Example of ‘VED’ Codes
Vertical (Universal Search)
QFj
Organic Search
QqQIw
News OneBox (link)
QpwI
News OneBox (image)
Q9QEw
Image OneBox
Qtwlw
Video OneBox (link)
QuAIw
Video OneBox (image)
QjB
Organic Search - Sitelink
Qoh0
Local Carousel
BEP4d
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Code
Knowledge Graph image (non-leading)
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38. Extract and Segment in Google Analytics
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39. Setup a new profile
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40. Setup 2 New Filters
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41. Filter #1
Regex to capture
VED in referral
string
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42. Filter #1
We’ll use this in
the next filter:
“VED – CD”
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43. Filter #2
Calls the custom
field we just
created: “VED –
CD”
Extracts the
referring search
engine
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44. The result
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45. Extract and Segment in Google Analytics
http://bit.ly/1cs4Wll
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46. Take action!
1.
2.
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Send topical data TO GA
through custom
variables/Dimensions
Use google analytics content
grouping
@Moz
@tresnik

47. Smart Data Fuels Smart Bets
The Past
Measure Efforts
Exploit Opportunities
The Future
Place
your bets
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48. Google Analytics in the Age of
(not provided)
SearchFest | Feb 28th, 2014 | Tim Resnik @tresnik
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