Large websites face unique challenges for SEO data analysis due to the large volume of data and keywords. Excel is useful for breaking down SEO data into manageable chunks through classification, filtering, and correlation of metrics like traffic, rankings, and backlinks. Key Excel functions like SUMIFS, VLOOKUP, and pivots allow merging multiple data sets to understand trends, spot opportunities, and inform strategic decisions around head versus tail keywords and which content should target each.
Every digital marketing practitioner should learn to interpret data using statistical analysis. Suggested analyses here using excel is just a first step that can lead to many more possibilities in making sense on what we market out of there.
Let's keep in touch via Twitter @garyshack.
Adam Feldstein covered the SEOmoz Tools at the Emerging Media Conference in January 2011. Download the presentation and/or watch videos from this and other presentations from EmMeCon at http://wappow.com/resources/videos
Every digital marketing practitioner should learn to interpret data using statistical analysis. Suggested analyses here using excel is just a first step that can lead to many more possibilities in making sense on what we market out of there.
Let's keep in touch via Twitter @garyshack.
Adam Feldstein covered the SEOmoz Tools at the Emerging Media Conference in January 2011. Download the presentation and/or watch videos from this and other presentations from EmMeCon at http://wappow.com/resources/videos
Leveraging an in-house modeling framework for fun and profitCarl Anderson
Talk given by Mike Skarlinski and Brian Graham from WW (new Weight Watchers) data science team in 5th NYC RecSys meetup, June 20, 2019, hosted at WW HQ
My presentation from AM Digital Dealer.
An overview of the main challenges and opportunities in the automotive industry, and other.
Read more about the eight areas of improvement to develop a solid data framework.
Content marketing analytics: how to make your data work harder for your businessDaniel Smulevich
Presentation from Search London - July 2014.
The goal of our work is to understand the triggers behind new and existing customers content consumption and buying behaviour so we can plot the best course of action to drive demonstrable improvements in revenue.
Here is a 3-step process to do that.
Budgets are moving online and moving to search marketing faster than any other channel. Today's MBA's need to understand what paid and organic search are and how they fit into the marketing mix. This presentation discussed the channels conceptually and gives practical tips to use them.
Enterprise Analytics Strategy: Taking Business Analytics to the UserRubén Mancha
The last mile of the business analytics transformation--taking business analytics to the user--requires the alignment of goals, data, and models with business processes, technology and key performance indicators.
Measuring What Really Matters: Search Engine Metrics & Tracking Tips - David ...Energy Digital Summit
This presentation was written by David Underwood, President/CEO of Top Spot Internet Marketing. David was invited to present as a breakout speaker for the Energy Digital Summit in January 2015.
This presentation describes what Search Analytics is, what value it brings to the table, how it can be used, what additional functionality and values can be build with search data, etc.
Empower customer success at LinkedIn with advanced analytics and great visual...Michael Li
At LinkedIn, customer success is always our top priority. In this presentation, we will talk about how we use advanced analytics, plus great visualizations, to empower our sales teams to take timely actions to improve customer relationship and minimize churn.
Four Key Considerations for your Big Data Analytics StrategyArcadia Data
Learn 4 of the key things to consider as you create your big data analytics strategy from John Meyers (Enterprise Management Associates) and Steve Wooledge (Arcadia Data).
Event Websites, Part I: Understanding Search Engine Optimization and Web Anal...Stephen Nold
Events and Exhibitions are embracing an entirely new suite of analytic website tools, most available at no cost, that can help slash marketing costs, enhance booth sales and evolve community interactions. Exhibition and event organizers now have an opportunity to improve web traffic, measure results and make mid-course adjustments.
This session will define some of the new web asset dashboards and tricks of the trade to improve the results of your event website. Specific solutions covered include:
• Content and linking strategies
• Google analytics
• Pay-per-click, and
• Traditional PR wire distribution
Implementation of data science in organizationsKoo Ping Shung
Many companies understand the importance of Data Science and the benefits that can be brought to the business. This being a very new field and successful examples are far and few, businesses have no idea how to begin with and start tapping value from the massive amount of data they have collected.
There will be a three-stage process to be shared, and what are the areas of focus that businesses should start working on and begin to gain more value and insights from their data based on past experiences and conversations with various industries.
Interactive Metrics, What You Really Need to Knowharrisonm10
In this informative presentation, Maria Harrison will take you through the good, the bad and the ugly of interactive metrics. Interactive marketing is a double-edged sword when it comes to metrics.
Just because everything can be counted, doesn’t mean it’s important in making business decisions that will help you have a positive impact on your interactive marketing initiatives.
Ms. Harrison will show you how simplistic interactive metrics can really be, how to set benchmarks, and develop meaningful executive dashboards that will help you make the right decisions to improve your interactive marketing efforts. She will define some basic interactive metric terms and teach you how to immediately apply those metrics to your business.
What comes to your mind when you hear the word Analytics?
What exactly does it mean?
How it is that the Web Analytics is done & why use it?
What for & to what Capacity is it used?
Leveraging an in-house modeling framework for fun and profitCarl Anderson
Talk given by Mike Skarlinski and Brian Graham from WW (new Weight Watchers) data science team in 5th NYC RecSys meetup, June 20, 2019, hosted at WW HQ
My presentation from AM Digital Dealer.
An overview of the main challenges and opportunities in the automotive industry, and other.
Read more about the eight areas of improvement to develop a solid data framework.
Content marketing analytics: how to make your data work harder for your businessDaniel Smulevich
Presentation from Search London - July 2014.
The goal of our work is to understand the triggers behind new and existing customers content consumption and buying behaviour so we can plot the best course of action to drive demonstrable improvements in revenue.
Here is a 3-step process to do that.
Budgets are moving online and moving to search marketing faster than any other channel. Today's MBA's need to understand what paid and organic search are and how they fit into the marketing mix. This presentation discussed the channels conceptually and gives practical tips to use them.
Enterprise Analytics Strategy: Taking Business Analytics to the UserRubén Mancha
The last mile of the business analytics transformation--taking business analytics to the user--requires the alignment of goals, data, and models with business processes, technology and key performance indicators.
Measuring What Really Matters: Search Engine Metrics & Tracking Tips - David ...Energy Digital Summit
This presentation was written by David Underwood, President/CEO of Top Spot Internet Marketing. David was invited to present as a breakout speaker for the Energy Digital Summit in January 2015.
This presentation describes what Search Analytics is, what value it brings to the table, how it can be used, what additional functionality and values can be build with search data, etc.
Empower customer success at LinkedIn with advanced analytics and great visual...Michael Li
At LinkedIn, customer success is always our top priority. In this presentation, we will talk about how we use advanced analytics, plus great visualizations, to empower our sales teams to take timely actions to improve customer relationship and minimize churn.
Four Key Considerations for your Big Data Analytics StrategyArcadia Data
Learn 4 of the key things to consider as you create your big data analytics strategy from John Meyers (Enterprise Management Associates) and Steve Wooledge (Arcadia Data).
Event Websites, Part I: Understanding Search Engine Optimization and Web Anal...Stephen Nold
Events and Exhibitions are embracing an entirely new suite of analytic website tools, most available at no cost, that can help slash marketing costs, enhance booth sales and evolve community interactions. Exhibition and event organizers now have an opportunity to improve web traffic, measure results and make mid-course adjustments.
This session will define some of the new web asset dashboards and tricks of the trade to improve the results of your event website. Specific solutions covered include:
• Content and linking strategies
• Google analytics
• Pay-per-click, and
• Traditional PR wire distribution
Implementation of data science in organizationsKoo Ping Shung
Many companies understand the importance of Data Science and the benefits that can be brought to the business. This being a very new field and successful examples are far and few, businesses have no idea how to begin with and start tapping value from the massive amount of data they have collected.
There will be a three-stage process to be shared, and what are the areas of focus that businesses should start working on and begin to gain more value and insights from their data based on past experiences and conversations with various industries.
Interactive Metrics, What You Really Need to Knowharrisonm10
In this informative presentation, Maria Harrison will take you through the good, the bad and the ugly of interactive metrics. Interactive marketing is a double-edged sword when it comes to metrics.
Just because everything can be counted, doesn’t mean it’s important in making business decisions that will help you have a positive impact on your interactive marketing initiatives.
Ms. Harrison will show you how simplistic interactive metrics can really be, how to set benchmarks, and develop meaningful executive dashboards that will help you make the right decisions to improve your interactive marketing efforts. She will define some basic interactive metric terms and teach you how to immediately apply those metrics to your business.
What comes to your mind when you hear the word Analytics?
What exactly does it mean?
How it is that the Web Analytics is done & why use it?
What for & to what Capacity is it used?
Learn about the steps CPA and accounting firms can take to integrate marketing and search engine optimization for optimal results. Focuses on topics such as content development and keyword suggestions.
Search engine optimization - SEO is the process of improving the volume or quality of traffic to your web site from search engines such as Google, Yahoo, MSN etc. via "organic" or un-paid search results.
Google analytics-workshop-open-access-workshop-august-2010-slideshareJohn Duffy
Slide deck from my Google Analytics workshop, covers introduction to Google Analytics but the focus is on goal setting and measurement, a practical approach to reporting and of course measuring traffic to your site from Facebook, Twitter, YouTube and other social media sites. I'll aim to update this deck each time I refresh it for another workshop.
GA – Client Project General Guidelines Mgmt5074 Fanshaw.docxhanneloremccaffery
GA – Client Project General Guidelines Mgmt5074
Fanshawe College | [email protected] Page 1
Here are some general guidelines for the term project.
Assume you have been asked to report to the owner of the company on the most pressing issues and compelling insights that you can find in the Google
Analytics data. What would you report on?
By this time, you should have lots of data gathered. It’s now your job to weed through it and pick out the best of the best. The best data, the best
insights/implication, and the best recommendations. You will not have the space to talk about it all. Please limit your report to 3 -5 pages max.
You WOULD NOT say “Your site bounce rate is 60%.” She would look at you and say “So What?”.
But you could say something like this…
“MOBILE USER EXPERIENCE
In the past 12 months, bounce rate from mobile devices has grown from 55% to 70%. Given that mobile traffic now represents over 50% of total traffic to the
site, we need to investigate whether mobile visitors are satisfied when they’re on our site. Because we are a firm that focuses on animal adoption, we would
hypothesize that mobile users could not find what they’re looking for on one page and therefore a 70% bounce rate is indicative of problems on the site and
would contribute to a low conversion rate. From the data, we can see that 80% of mobile users land on the home page from Apple iPhones. The home page
looks like this (insert screenshot).
According to Google’s mobile friendly checker, it is deficient in the following ways: (insert list)
We would also hypothesize that mobile user experience is not optimal because of these additional reasons: (insert your own list)
A good example of mobile user experience can be found at www.animalsforu.com (fictitious): (insert screenshot)
Here are 5 ways their mobile user experience is superior to ours: (insert your list)
Given our hypotheses and supporting data, we would suggest the following recommendations to improve mobile user experience and mobile bounce rate:
(insert list)
We will be testing the mobile version of the website with UserTesting.com in Project Part 2.”
http://www.animalsforu.com/
GA – Client Project General Guidelines Mgmt5074
Fanshawe College | [email protected] Page 2
Here is a checklist of things to watch out for:
1. No title page, no bibliography, no introduction, no conclusion. This is a professional report – just get to the meat of the data + recommendations. You
can precede a section like the one above with an underlined paragraph title. If you need to paraphrase and quote someone else’s content you can
include a short link to the website from which you found the data immediately following it (goo.gl/r5u8i) or you can include it in a footnote.
2. Include lots of visuals ONLY when they are needed to illustrate what you’re talking about and when they ADD value. For example, don’t chart bounce
rate in 2014 and 201 ...
Analytics Tune Up! Google Analytics workshop for beginners, intermediatesBrian Alpert
Workshop presented 6/14/2016 to digital practitioners at the Smithsonian Institution, Washington D.C. Workshop includes:
- Web Analytics Process
- GA Basics
- Exercise: “Solutions Gallery”
- Exercise: Segments
- Exercise: Custom Reports
- Demo: Goals
- Exercise: Dashboards
- New(ish) features
- Universal Analytics
- A few best practices
- A few ‘real world’ questions
The ‘traditional approach’ to SEO is broken - how to prioritise your efforts ...James Brockbank
In his BrightonSEO session in April 2023, James talks through a proven approach to SEO prioritisation; helping you to determine where to focus your efforts.
SEO analytics: How to report & improve performancePhil Pearce
This was slides from the Bath Digital Analytics meetup on how to report & improve SEO performance.
It also has tips for customChannel groupings.
Thanks
Phil.
Crafting an SEO Strategy That WORKS [Case Study]Ryan Stewart
Follow along as I review a recent client case study where we tackled complex business problems and translated them into a scalable SEO strategy that drove a 290% increase in organic traffic.
2. Table of contents Why do this? What challenges are there between small and large websites? Where does Excel come in? How do we do data analysis? What data classifications are important? Coding How to structure data in Excel Outputs Excel tips
3. Why do this? It looks hard and I have a data analyst Inform strategy - Take a data driven approach is important for organisational buy-in and informing your SEO strategy. Forecasting – breaking data into bite size pieces
4. Informing strategy- Head vs tail analysis Head centric strategy Tail centric strategy Number of keywords Understanding which verticals should take head or tail strategies
5. Why do this? It looks hard and I have a data analyst Data latency – SEO has large enough delays without data visibility being an issue Breaking problems into tangible chunks enables you to act faster Look awesome in front of your work collegues! Spot opportunities others can’t see
6. What challenges are there between large and small websites? Analysis Too much data and keywords! Implementation Require large scale changes to see traffic growth Need to break data into workable chunks Tasks need automation Changes to site architecture Content mashups Large scale content writing / UGC Modified search - automated Domain authority building to win long tail Time and resource constraint become an increasing factor in large website SEO
7. Where does EXCEL come in? Everywhere! Keyword analysis Head vs tail Trend analysis – customer search patterns Back link analysis Classifying websites, using filtering to spot opportunities Traffic to rankings to links correlation Internal link analysis Important to turn daily and weekly task into automated process
8. How do we do analysis – love the drill down! Total SEO traffic Brand SEO Head Type of page Non- brand SEO Product Tail traffic Start wide, then narrow your analysis (don’t get sucked into detailed analysis too quick) The only way to do this kind of analysis is to classify your data into smaller chunks Site Depth Date
9. What data classifications are important for SEO? Page type Page duration Brand Product % of unique content per page Length of content per page Date – week, monthly, yearly Site depth Actionable insights rather than just data for data sake!
10. Example - MAYDAY Data analysis Symptoms Actions Drop in traffic on ‘transient pages’ What inbound link strategies can we apply to stop drop off Page type analysis - listing vs item pages Pages with inbound links do not lose rank Can we create more permanent pages? Pages with unique content do not lose traffic Can we add more “mashup” content to pages to make them more unique Analysis of trade vs private ads, page length, market data What internal linking structures can we apply to the website Pages with poor internal linking suffer
11. How do I code this into my site? Add some JAVASCRIPT to every entry page which classifies pages into different types varfuntionality_is_enabled=1;function engine_match(){if(funtionality_is_enabled!=1){return 0}var engines=new Array("google","aolsearch.aol.com","search.aol.com","search.yahoo.com","bing");for(var i=0;i<engines.length;i++){if(document.referrer.length>0&&document.referrer.indexOf(engines[i])!=-1){return 1}}return 0}; Store the information in a custom variables available in Omniture, Webtrends, Mediaplex, Google analytics
13. How to structure data in Excel Excel becomes powerful when you can cross- correlate multiple sets of data The key is to get a single view of your data (merge them all on one view To do this you will need a combination of VLOOKUP’s, SUMIFS, PIVOTS Analytics Traffic Clear understanding of cause and effect Single data set – cross correlate data Rankings Historic link data Date
14. Key tip Keep all classifying dimensions as columns As opposed to Allows you to merge data across multiple data sets and pivot data in any dimension
15. Tip 2: Understand SUMIFS Multiple lookup values to merge ranking with traffic data SUMIFs must be used when merging data as you have two or more lookup values VLOOKUP only allow you to merge one set of data
18. Understand YoY trends to predict future behaviour and see opportunities What went up and why? Can we repeat this trend elsewhere?
19. Head vs Tail Traffic & Conversions Does your head deliver against conversion?
20. Informing strategy- Head vs tail analysis Head centric strategy Tail centric strategy Understanding which verticals should take head or tail strategies
21. Tail opportunities What are the tail keywords you should focus on – does this correlate to traffic?
25. Common excel functions URL extraction Left, mid, right, search Errors (#Value,#NA) ISNA (), ISERROR() and IF function Classification of data Sumifs(), VLOOKUP, At some point when data sets are too large or formulas are too complex, you will need to use MACROS or ACCESS!
26. Excel ninja shortcuts Paste Values - ALT ‘E’ ‘S’ ‘V’ Paste Formats - ALT ‘E’ ‘S’ ‘T’ Freeze panes = ALT WF
27. Missing cells in PIVOTS Control G Click Special, select blanks =, UP, CTRL, enter,