Analytics For SEOs - Mozcation Portsmouth 11/7/12

Dan Shure
Owner/consultant at Evolving
SEO
SEOmoz Associate
@dan_shure

http://bitly.com/mp-analytics

(Should) Help Make
Decisions

vs. ?

(Should) Measure
Effectiveness

Justifies Decisions Budgets

Stock Photo Warning

Justifies Decisions Budgets
“Here’s your
budget.”
- Cheesy stock photo guy

Analytics Is Like Buying Furniture At
Ikea.

Analytics Used To Be Like
THIS.

Confusing.

Analytics Used To Be THIS.

Poor data.

We Can Still Do Better…

Default reports not actionable.

Verify Analytics Code

Use Screaming Frog Custom Filters To Check For Code - @rachaelgerson
http://www.seerinteractive.com/blog/screaming-frog-to-verify-google-analytics


Use Browser Plugins
Analytics Debugger - http://bit.ly/Pw18sf


Use Browser Plugins
Analytics Helper - http://bit.ly/XbyJuL

Filter Internal Traffic

Range Of IP Address Tool
http://support.google.com/analytics/bin/answer.py?hl=en&answer=1034771

Filter Internal Traffic

Using RegEx from the tool, paste into a custom filter.

Increase Sample Size – Site Speed
Data

10 is 10% sample rate. Can go up to 100% (although not
recommended for very large sites).

Sharing Customizations Is Hard

Do you want to cut and paste all of these segments just to share them?

Managing Accounts With Chrome
Logins

Create Chrome Login for each client. Access analytics, WMT, G Docs all from
one account/Chrome Login.

Managing Accounts With Chrome
Logins

http://www.koozai.com/blog/search-marketing/seo-resources/my-top-tip-for-managing-multiple-
seo-clients-browser-accounts/

Set Up Site Search

Finding the query parameter – perform a search on the site and
look at URL.

Set Up Site Search

Go to admin->Profile Settings->Scroll Down

Set Up Site Search

Go to content->site search->search terms

Custom Report!

Internal Search Performance Custom Report
http://bit.ly/SGoaw3

Custom Report – Top Level

First Level – Visits With/Without Site Search

Custom Report = Super Action-ability

Find high bounce / exit search terms. CREATE that content.

Segment Branded Keywords

Default segment: not totally worthless but close.

Segment Brand Keywords
Brand Name:
VacuumSpot

Create advanced segment (this brand name is a simple example).

Segment Non-Brand
Keywords
Brand Name:
VacuumSpot

EXCLUDE brand names segment – to measure only generic keywords.

Organic Search NEW Non-Brand Acquisition From
Google

Brand Name:
VacuumSpot

Measure Social Media Traffic(?)

Default GA Social Traffic View

How many of these are actually
“social networks”?

Measure Social Media Traffic(?)

Would you call this “social media”?

Segment Social Media Traffic
Build your own social
media segment.

Don’t forget short URLs
(ie: t.co)

Use this segment as a
starting point.
http://bit.ly/RzKHdX

Segment # of Keywords In Search

RegEx for one word searches - ^s*[^s]+(s+[^s]+){0}s*$

1 Word Searches
http://bit.ly/SqSR6j

2 Word Searches
http://bit.ly/PwbGrk

3 Word Searches
http://bit.ly/WnlUOO

4+ Word Searches
http://bit.ly/PPRdPD

More on Avinash’s post - http://www.kaushik.net/avinash/advanced-analytics-visitor-segments-engagement-social-media-search-long-
tail/

Site Section Performance – Case
Study

www.admissionsquest.com

Study

Which of these should they do more of? Less of?

Study

What’s bringing the most traffic for the least effort?

Study

Data Needed:

1. Site sections – Screaming Frog

2. Number of pages indexed each section – Google
queries

3. Number of Google visits each section – analytics


Study

Desired End Metric ->
Visits From Google Per Pages In Section


Study

First crawl the site with Screaming Frog. Export HTML to csv.

Study

In Excel, tag each section (and sub-sections if you want) of the site.

Study

Hopefully you’ll have about 8-12 main sections.

Study

Find out how many are indexed for each section with advanced queries. (Might be
tricky if site doesn’t have good URL structure)

Study

Put in spreadsheet – site sections and how many pages indexed per section.

Study

Create segments for EACH section in analytics. Organic Google traffic only.

Study

Apply segment to get number of visits from Google.

Study

Add number of visits to spreadsheet.
Divide Visits by Pages Indexed =(C2/D2)

Study

Graph It. Long form evergreen articles perform amazingly well compared to blogging.

Case Study - SaaS– WPMU Premium

http://premium.wpmudev.org

Problem: Four User States

1. Not logged in / not paying
2. Logged in / not paying
3. Logged in / paid
4. Admin

Use Custom Variables - User States

https://developers.google.com/analytics/devguides/collection/gajs/gaTra
ckingCustomVariables


Original setup – not ideal.


Improved setup

Reference: http://net.tutsplus.com/tutorials/other/quick-tip-the-power-of-google-analytics-custom-variables/

Use An End To End Report

Acquisition Behavior Outcome
How they found What they did What happened
you
Bounces Transactions
Source Pages/visit Per visit value
Keyword

http://www.kaushik.net/avinash/actionable-web-analytics-custom-reports-advanced-segments/

Use An End To End Custom Report

http://bit.ly/Yrm71n

Use An End To End Custom Report

(Note: yes, I meant acquisition – whoops!)

http://www.kaushik.net/avinash/actionable-web-analytics-custom-reports-advanced-segments/

Analytics is could be
like…

Q&A

@dan_shure

Owner/consultant at Evolving
SEO
SEOmoz Associate
@dan_shure

http://bitly.com/mp-analytics

Analytics For SEOs - Mozcation Portsmouth 11/7/12

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Analytics For SEOs - Mozcation Portsmouth 11/7/12