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SEO AT ITS BEST: ANALYTICS SUMMIT INSIGHTS
- 1. SEO AT ITS BESTANALYTICS SUMMIT DATASTUDIO BIGQUERY GOOGLE SEARCH CONSOLE ORGANIC KEYWORDS CONVERSION DRIVEN API AUTOMATED ANALYSIS SPLITTING PYTHON ATTRIBUTION IMPRESSION LANDING PAGE REPORT DEVICE POSITION REVENUE TOBIAS KRÄFT HAMBURG CLICKS GOOGLE ANALYTICS WITH CVR SUMMIT HTTPS SSL PERSONALIZED SEARCH OPIMIZATION SEARCH ENGINE BRAND TRAFFIC CONTEXT CTR
- 2. As search becomes an increasingly customized experience, particularly for signed in users, we believe that protecting these personalized search results is important. As part of that effort, today the Google Search team announced that SSL Search on https://www.google.com will become the default experience for signed in users on Google.com. analytics.googleblog.com, 2011/10/18 “
- 3. THAT‘S ME EXPERIENCE PERSONAL 8+ YEARS IN ONLINE MARKETING AND E-COMMERCE 4+ YEARS MARKETING ANALYTICS AT ROCKET INTERNET TOBIAS KRÄFT DIRECTOR BUSINESS INTELLIGENCE & ANALYTICS GOOGLE ANALYTICS SUITE HANDLED THE WORLD‘S LARGEST GOOGLE ANALYTICS 360 ACCOUNT MULTIPLE GTM, GA, BIGQUERY INTEGRATIONS POLITICAL SCIENTIST, GOETHE UNIVERSITY FRANKFURT MARRIED FATHER OF TWO SONS
- 4. HOW THINGS USED TO BE, LONG TIME AGO UNTIL NOVEMBER 2011 ORGANIC SEARCH QUERIES WERE AVAILABLE IN GOOGLE ANALYTICS source:jeffwerner.ca OPTIMIZATION ON KEYWORD LEVEL KEYWORD RESEARCH BRAND VS. NON-BRAND SPLIT …
- 5. BUT THEN, MAKING THE WORLD OF SEARCHING A SECURE PLACE: (NOT PROVIDED) Keep in mind that the change will affect only a minority of your traffic. AMY CHANG, GOOGLE ANALYTICS TEAM STAGE 1 10/2011 – 1/2012 < 5 % OF GOOGLE ORGANIC TRAFFIC STAGE 2 2/2012 – 7/2013 < 45 % OF GOOGLE ORGANIC TRAFFIC STAGE 3 SINCE 8/2013 > 85 % OF GOOGLE ORGANIC TRAFFIC source: notprovidedcount.com 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Nov 2011 Mar 2012 Jul 2012 Nov 2012 Mar 2013 Jun 2013 Nov 2013 AVERAGE % OF (NOT PROVIDED) “
- 6. AGILE ANALYTICS: WORKAROUNDS PUBLISHED WITHIN GOOGLE ANALYTICS NEW APPROACHES OTHER GOOGLE TOOLS REPLACING (NOT PROVIDED) WITH LANDING PAGE INFO USE OTHER SEARCH ENGINES DATA (BING, YAHOO…) REMOVE FOCUS FROM KEYWORD INFORMATION OPTIMIZE ON LANDING PAGE LEVEL ORGANIC/PAID REPORT IN GOOGLE ADWORDS GOOGLE WEBMASTER TOOLS / GOOGLE SEARCH CONSOLE
- 7. WORKAROUNDS WITHIN GOOGLE ANALYTICS 1. ADVANCED FILTER: REPLACE (NOT PROVIDED) WITH LANDING PAGE DATA MOST OFTEN USED: NP-/LANDING PAGE MAIN ASSUMPTION: TRAFFIC TO HOME PAGE = BRAND TRAFFIC TRAFFIC TO OTHER PAGES = NON-BRAND TRAFFIC 2. DATA FROM OTHER SEARCH ENGINES YAHOO, BING, … + - EASY TO IMPLEMENT MAIN ASSUMPTION FALSE NO KEYWORDS NO ADDITIONAL VALUE + - GENERAL IDEA ABOUT USED KEYWORDS LOW TRAFFIC SHARE SOME WITH NOT PROVIDED SHARE
- 8. NOT A WORKAROUND, AN ALTERNATIVE APPROACH 3. FORGET KEYWORDS – FOCUS ON CONTEXT INSTEAD OPTIMIZING LANDING PAGES FOR USERS, NOT FOR KEYWORDS source: http://www.kaushik.net/ + - DEEP UNDER- STANDING OF USERS AND WEBSITES COMPLEX AND TIME INTENSIVE NO REAL KEYWORD DATA
- 9. WORKAROUNDS WITH OTHER GOOGLE TOOLS 4. ADWORDS: ORGANIC/PAID REPORT IMPRESSIONS, CLICKS AND POSITION INFO ON KEYWORD LEVEL 5. WEBMASTER TOOLS / GOOGLE SEARCH CONSOLE IMPRESSIONS, CLICKS AND POSITION INFO ON KEYWORD, DEVICE, COUNTRY AND LANDING PAGE LEVEL + - REAL KEYWORD TRAFFIC ADWORDS CAMPAIGNS NEEDED (PAID) NO CONVERSION INFORMATION + - FREE OF CHARGE NO CONVERSION INFORMATION LIMITED AUTOMATION ALREADY INTEGRATED IN MANY SITES
- 10. OUR APPROACH: COMBINE GSC AND GA COMBINE IN GOOGLE BIGQUERY ANALYZE IN GOOGLE DATASTUDIO EXPORT GSC DATA ON LANDING PAGE LEVEL EXPORT GA DATA ON LANDING PAGE LEVEL
- 11. THE SETUP - STEP 1: GSC DATA EXPORTING AND STORING GOOGLE SEARCH CONSOLE DATA VIA GSC API • SHOULD BE DONE ANYWAY, AS DATA IS LOST AFTER 90 DAYS • QUERY: KEYWORD|LANDING PAGE|DEVICE|DATE + CLICKS|IMPRESSIONS|POSITION • PROCESSED ONCE A DAY (PYTHON SCRIPT TO GOOGLE BIGQUERY) • ENRICHING DATA WHILE PROCESSING: BRAND|NON-BRAND; LANDING PAGE GROUPING source: TrustAgents BigQuery Account POWERFUL GSC API INTRODUCED LAST YEAR
- 12. THE SETUP - STEP 2: GA DATA EXPORTING AND STORING GOOGLE ANALYTICS DATA VIA CORE REPORTING API • AUTOMATED BIGQUERY EXPORT FOR GA360 CUSTOMERS • FREE GA: DAILY QUERY CORE REPORTING API • QUERY: CHANNEL|LANDING PAGE|DEVICE|DATE + SESSIONS|CONVERSIONS|REVENUE • PROCESSED ONCE A DAY (PYTHON SCRIPT TO GOOGLE BIGQUERY) source: TrustAgents BigQuery Account
- 13. THE SETUP - STEP 3: COMBINING IN BQ COMBINING THE DATA TOTAL CONVERSIONS PER LANDING PAGE TOTAL CLICKS PER LANDING PAGE CONVERSION SPLITTING: x TOTAL CLICKS PER KEYWORDCONVERSIONS PER KEYWORD = LANDING PAGE CONVER- SIONS DATE DEVICE GOOGLE ANALYTICS LANDING PAGE QUERIES DATE DEVICE GOOGLE SEARCH CONSOLE DATE DEVICE LANDING PAGE QUERIES CONVER- SIONS
- 14. THE SETUP - STEP 4: REPORTING WITH DATASTUDIO PROVIDING AN INTERFACE TO USE AND ANALYSE THE DATA • SHARING • EDITING MODE AND FILTERS • AUTO UPDATING source: trustagents bigquery
- 15. WHY? SOME EXAMPLES OF APPLICATION IDENTIFYING THE OPTIMAL LANDING PAGE FOR KEYWORDS BY CONVERSIONS • KW RANKS FOR MULTIPLE LANDING PAGES, BUT CONVERTS BEST FOR ONE: → OPTIMIZE THE BEST PERFORMING LP FOR THE KW, OTHER PAGES FOR OTHER KW SPLITTING BETWEEN BRAND AND NON-BRAND: • MORE PRECISE ORGANIC TRAFFIC EVALUATION
- 16. THAT’S NOT IT, YET. EXTENDING THE BASIC IDEA RE-USING THE DATA IN CUSTOM ATTRIBUTION MODELLING BRAND/NON-BRAND KEYWORD LEVEL OPTIMIZING THE SPLITTING LOGIC BRAND INCREASE CONVERSION PROBABILITY ANALYZING SHOPPING BEHAVIOUR ON KEYWORD LEVEL KEYWORD VS. PRODUCT INSPIRATION AND IDEAS ARE VERY WELCOME DON‘T HESITATE TO SHARE YOUR THOUGHTS
- 17. BUT THAT’S IT. THANK YOU VERY MUCH. Tobias Kräft Director Business Intelligence & Analytics 030 55 57 87 057 www.trustagents.de tobias.kraeft@trustagents.de