341 Studios Fresh Intelligence Roundtable featuring Search Smart Marketing. Join 341 and Kate Hamilton-Miller, Director of Social Marketing at Search Smart for an in-depth discussion about Google Analytics, how search engines determine rankings and recent trends in search engine marketing (SEM). Learn more about Google 'not provided' data, assisted conversions, defining conversion funnels & more.

1. THE FRESH INTELLIGENCE
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2. THE FRESH INTELLIGENCE
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I Search, You Search: Search Smart
• Search Engine Optimization (SEO)
• Paid Search Advertising
• Local Search Optimization
• Social Media Marketing
• Review Monitoring & Management
• Mobile Advertising & SEO
• Video Optimization
• Display/Banner Planning & Placement
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Kate Hamilton-Miller
• Graphic Design & PR Background
 Started Digital Marketing, 2004
 Joined Search Smart in 2008
 Certifications
 Google Professional
 Bing Ads Professional
 Social Media Strategist
 Memberships
 SEMPO
 National Association of Professional Women (NAPW)
 Women Centric
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Q: Google still dominates as the top search engine,
but how do others like Yahoo & Bing compare?
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Current Search Share
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Q: Are the other search engines important or should
businesses just focus on Google?
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The Value of Yahoo & Bing
 Yahoo + Tumblr
 Bing + Facebook
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Q: Have there been any recent algorithm changes?
Is Google considering anything new when ranking
web pages?
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Periodic Table of SEO Success Factors*
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SEO Success Factor: Social Signals
 Active social profiles
 Likes
 Followers
 Favorites
 Retweets
 Mentions
 Unique external content
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SEO Success Factor: Trust/Authority
 Google Authorship
 Associated with individual profiles
 Rel=author
 Google Publisher
 Connect your website to blog content
 Rel=publisher
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SEO Success Factor: Mobile
 Smartphone and Tablet traffic to websites is increasing*
 Audience>Mobile>Overview
 Audience>Mobile>Devices
 Is your content mobile friendly?
 Length
 Layout
 Structure
 Calls to Action
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13. THE FRESH INTELLIGENCE
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SEO Success Factor: Mobile
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 Healthcare Clients
 30-45% of all traffic
 Professional Services
 10-15% of all traffic
 Ecommerce
 25-40% of all traffic
 B2B
 5-15% of all traffic

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Q: It sounds like algorithm updates are going on
regularly, whether we hear about them or not –
Is that correct?
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On-going Algorithm Changes
 Panda Everflux (#25)
 Press Release “No Follow” Links
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Q: As the ranking algorithm is updated, how has the
search results page (SERP) changed?
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Google+ Reviews Pop-up Overlay
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18. THE FRESH INTELLIGENCE
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Google Organic Search Sitelinks
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Bing Deep Links & Sub-Level Links
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Q: How many people here use Google Analytics on
their website or blog?
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Q: As SEO has become more complex, we’re actually
getting less information from Google and it’s
become harder to track where a site ranks for a
particular keyword or phrase. Can you tell us why
that is?
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‘Not Provided’ Organic Search Data
 October 2011: ‘Not Provided’ begins to appear
 Withholds data associated with secure search
 March 2012: Searchers on Google properties (not
Google.com) are routed through secure search
 July 2012: Firefox 14 launches with Google secure search for
all searches
 September 2012: Safari in iOS6 begins using Google secure
search.
 January 2013: Chrome moves to secure search
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23. THE FRESH INTELLIGENCE
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‘Not Provided’ Organic Search Data
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‘Not Provided’ Organic Search Data
 % of traffic reported as ‘not provided’ varies by industry and
target audience
 A recent report* found on average 49% of traffic was
reported as ‘not provided’
 % of ‘not provided’ tends to be higher for the technology
industry and some individual blogs
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25. THE FRESH INTELLIGENCE
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Q: So how can people get the most out of their
Google Analytics account?
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Enhance Your Google Analytics Data
 Webmaster Tools
 Tracking URLs for all marketing
 AdWords Auto-Tagging
 Linked Accounts
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Q: What other reporting options are there?
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SEO Reporting Options
 Moz.com
 Majestic SEO
 Screaming Frog
 Raven Tools
 Market Samurai
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29. THE FRESH INTELLIGENCE
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Q: We’ve spent a lot of time discussing Organic
Search, but Google Analytics reports on all traffic
sources. What other tips do you have for getting the
most out of the information available?
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30. THE FRESH INTELLIGENCE
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Advanced Segments
 Default
 All Visits
 New Visits
 Returning Visitors
 Paid Search Traffic
 Non-paid Search Traffic
 Search Traffic
 Direct Traffic
 Referral Traffic
 Visits with Conversions
 Visits with Transactions
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 Default
 Mobile Traffic
 Tablet Traffic
 Mobile & Tablet Traffic
 Tablet & Desktop Traffic
 Non-Bounce Visits
 Custom (Define your own)*

31. THE FRESH INTELLIGENCE
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Advanced Segments
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32. THE FRESH INTELLIGENCE
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Advanced Segments
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33. THE FRESH INTELLIGENCE
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Assisted Conversion
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Top Conversion Paths
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Key Takeaways
 Offset impact of ‘Not Provided’ Google Analytics data by
linking your Webmaster Tools account and using 3rd party tools
 Setup Google+ Profile & Authorship
 Track Everything!
 Use advanced segments & create your own custom segments
 Review assisted conversion data & top conversion paths to
define true value of marketing efforts
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36. THE FRESH INTELLIGENCE
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Thank You!
Kate Hamilton-Miller
khamilton@isearchsmart.com
@KateHMiller
Presentation Available:
http://slidesha.re/194Yak6
Search Smart Marketing
www.isearchsmart.com
@iSearchSmart
Facebook.com/SearchSmartMarketing
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APPENDIX
Google Analytics & Search Engine Marketing Trends

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Analytics Terminology
 Tracking Code
 JavaScript placed on each page of your site
 Tracking URL
 Web Address of the page on your site you want to direct visitors to
+ relevant marketing info
 Campaign
 Marketing initiative; Email Blast; Paid Search Ads
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39. THE FRESH INTELLIGENCE
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Periodic Table of SEO Success Factors
 The Periodic Table was created by Search Engine Land;
copyright Third Door Media
 Access a full copy of the periodic table here:
http://selnd.com/1aAdyXE
 Also checkout the companion guide and explanation here:
http://slidesha.re/1deevG1
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Pulling Mobile Reports in Google Analytics
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Google Analytics ‘Not Provided’ Report
 Looking at the latest quarter of BrightEdge data on over 8,400
brands, 56% of traffic to technology sites are coming from
Google secure search. This represents the highest reach for
secure searches.
 BrightEdge posited this could be related to the fact that brand
in that industry tend to market to a savvier audience, who
would be more likely to opt into secure search even if it was not
the default setting for their browser
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42. THE FRESH INTELLIGENCE
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Google Analytics ‘Not Provided’ Report
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Source: BrightEdge ‘Not Provided’ Report; August 2013

43. THE FRESH INTELLIGENCE
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Google Analytics ‘Not Provided’ vs. Webmaster
Tools Top Search Queries
 Google Analytics  Webmaster Tools

44. THE FRESH INTELLIGENCE
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Google Analytics Setup
 Free account
 www.google.com/analytics
 Link to AdWords
 Adwords.Google.com
 Webmaster Tools Integration
 www.google.com/webmasters/tools
 Define Goals and Conversion Funnels
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USE THE
SAME
LOGIN
ACROSS
ALL
GOOGLE
PRODUCTS

45. THE FRESH INTELLIGENCE
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Analytics Tracking – Tag Everything!
 What
 Pay-Per-Click (CPC)
 Email
 Social Buttons, Posts
 Display
 How
 AdWords Auto-Tagging
 Tracking URL Generator
 SEARCH: Google Analytics Tracking URL Builder
 http://support.google.com/analytics/answer/1033867?hl=en
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46. THE FRESH INTELLIGENCE
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AdWords Auto-Tagging
 Login to AdWords
 My Account > Preferences
 Edit, Check Destination URL Auto-Tagging
 Save Changes
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47. THE FRESH INTELLIGENCE
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AdWords Auto-Tagging
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48. THE FRESH INTELLIGENCE
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Creating A Conversion Funnel
 Log into Analytics & click admin button
 Select your profile (www.website.com)
 Goals tab
 Click Create A Goal button
 Or select a goal you wish to edit
 Enter Goal Description
 Add URL of conversion page under Goal Details
 Turn Funnel button on
 Enter each step of the conversion process you wish to track
 Note whether a step is required
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49. THE FRESH INTELLIGENCE
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Creating A Conversion Funnel
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Click Admin Button
Select Website Profile

50. THE FRESH INTELLIGENCE
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Creating A Conversion Funnel
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Select One to Begin Funnel

51. THE FRESH INTELLIGENCE
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Creating A Conversion Funnel
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Creating A Custom Segment
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53. THE FRESH INTELLIGENCE
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Creating A Custom Segment
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54. THE FRESH INTELLIGENCE
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Creating A Custom Segment
 Log into Analytics & click into your profile
 Select Advanced Segments
 Select New Custom Segment
 Name your segment (Be specific)
 Define what you are looking for using dropdown menus
with and/or statements
 Test to make sure all data is pulling appropriately
 Save segment
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