How to build your own DIY SEO crawler / spider and collect on-page SEO features in your Google Analytics property as custom dimensions.

1. HOW TO USE GA
AND GTM AS SEO
TOOLS
Mikko Piippo
Partner, Hopkins
Organized by

2. @mikkopiippowww. marketinganalyticssummit.it
• Co-founder of Hopkins (2016)
• Digital analytics consultant (2015-)
• Digital marketing consultant (2010-)
• Historian, university researcher (1997-)
• Connect with me:
• https://www.linkedin.com/in/mikkopiippo/
• https://twitter.com/mikkopiippo

3. @mikkopiippowww. marketinganalyticssummit.it

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5. @mikkopiippowww. marketinganalyticssummit.it

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400 sq meters of empty office space in
central Helsinki, 30 people including new
CEO working from home…

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Use Google Tag Manager for
data collection
Use real users as crawlers
Use Google Analytics or Data
Studio as user interface

11. @mikkopiippowww. marketinganalyticssummit.it
Google Analytics Property settings

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Variable in Google Tag Manager

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Send the data to GA with every hit
Index must match the
index in Google
Analytics’ admin
settings for the
property.
Use a custom
variable for setting
the value.
Use the settings
variable in page view
and event tags.

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Does URL match canonical?

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function() {
return ({{Page URL}}=={{js - canonical url}});
}

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Reminder: add to the GA settings variable

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Meta description

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Meta description’s length

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Title length

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H1 headings

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Number of h1 headings

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What about h2 headings?

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Are robots our friends or not?

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Robots in GA

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Does anyone use meta keywords?

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Content management system

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WP 5.5.3 – everything OK

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Content length

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Content length

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Number of images

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Mix content groups and dimensions

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Further ideas
• Number of external stylesheets on page
• Number of external javascripts included
• Number of product photos on ecommerce
site
• Internal / external links on page
• Document language
• Linguistic and area targeting

35. @mikkopiippowww. marketinganalyticssummit.it
Thank you!
• Connect with me:
• https://www.linkedin.com/in/mikkopiippo/
• https://twitter.com/mikkopiippo