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How to Use Google Analytics to Drive SEO Benefit?

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Google Analytics is one of the most valuable sources of information we can have to identify SEO opportunities, make decisions and optimize the sites we work for. However, we don’t generally use it to drive SEO benefit.

In this webinar, Alexander Holl (CEO of 121WATT & Leader of German Advisory Board, SMX Munich), will show you how to use Google Analytics to drive SEO Benefit.

You’ll learn:
* Why use Organic Search Sources Feature of Universal Analytics?
* How to Improve the data quality by detecting Spam Referrals & Bots
* How to use 404 Reports to Detect Lost Link Opportunities
* Reporting & Analyzing Google Panda

... plus, much more!

Veröffentlicht in: Daten & Analysen
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How to Use Google Analytics to Drive SEO Benefit?

  1. 1. #tatvicwebinar A GACP and GTMCP company 3/31/2015 1 #tatvicwebinar3/31/2015 1 #tatvicwebinar How to Use Google Analytics to Drive SEO Benefit? March 31st, 2015 FREE Webinar by
  2. 2. #tatvicwebinar A GACP and GTMCP company 3/31/2015 2 #tatvicwebinar3/31/2015 2 #tatvicwebinar Our Speakers Alexander Holl Founder & CEO at 121WATT @121WATTT Ravi Pathak (Host) Founder & CEO at Tatvic @ravipathak
  3. 3. #tatvicwebinar A GACP and GTMCP company 3/31/2015 3 #tatvicwebinar About Alexander Holl & 121WATT • Online since 1994 • Founder of the 121WATT (2008) • Before 2008: director @Yahoo! and AltaVista • professor at the Steinbeis University of Applied Sciences • member of the SEO expert committee of the BVDW • Chairman of the advisory board of the SMX Munich • Trainer for the german google partner academy
  4. 4. #tatvicwebinar A GACP and GTMCP company 3/31/2015 4 #tatvicwebinar SEO SEO Questions • User signals are getting more and more important? How can we best measure user signals? • How much organic traffic do we have? • What about Content Marketing and getting (valuable) links? • Are we missing interesting link oppurtinities • How good is our content? • ... From Search Engine Optimization to Search Experience Optimization
  5. 5. #tatvicwebinar A GACP and GTMCP company 3/31/2015 5 #tatvicwebinar Outline Universal Analytics & Organic Search Sources Detecting Spam Referrals & Bots 404 Reports for Detecting Lost Link Opportunities Questions & Answers Reporting & Analyzing Panda
  6. 6. #tatvicwebinar A GACP and GTMCP company 3/31/2015 6 #tatvicwebinar Outline Universal Analytics & Organic Search Sources Detecting Spam Referrals & Bots 404 Reports for Detecting Lost Link Opportunities Questions & Answers Reporting & Analyzing Panda
  7. 7. #tatvicwebinar A GACP and GTMCP company 3/31/2015 7 #tatvicwebinar Configuration: Assigning Data Correctly at Property Level • Regexp: searchIsucheIduckduckgoIecosiaIgoogle
  8. 8. #tatvicwebinar A GACP and GTMCP company 3/31/2015 8 #tatvicwebinar Addorganic: the problem • Google Analytics identifies search engines such as google, bing etc. „automatically“ as a search engine using the tag organic • Examples: yahoo / organic or google / organic • Please find all default search engines here: https://developers.google.com/ana lytics/devguides/collection/gajs/ga TrackingTraffic?hl=en#searchEngin e
  9. 9. #tatvicwebinar A GACP and GTMCP company 3/31/2015 9 #tatvicwebinar Addorganic: the solution • In the Web Interface In Universal Analytics you can assign search engines which were attributed to referral to become medium organic • This setting can be changed as follows: Admin ->Property -> Tracking Info -> Organic Search Sources • Find more information here: https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingTraf fic?hl=en#searchEngine
  10. 10. #tatvicwebinar A GACP and GTMCP company 3/31/2015 10 #tatvicwebinar Data after configuration • Data cannot be changed in retrospective,
  11. 11. #tatvicwebinar A GACP and GTMCP company 3/31/2015 11 #tatvicwebinar Outline Universal Analytics & Organic Search Sources Detecting Spam Referrals & Bots 404 Reports for Detecting Lost Link Opportunities Questions & Answers Reporting & Analyzing Panda
  12. 12. #tatvicwebinar A GACP and GTMCP company 3/31/2015 12 #tatvicwebinar Detecting Spam Referrals • Please use for testing first you report on a acqusition -> source / medium and filter by using using a regular expression • (econom|darodar|ilovevitaly |buttons-for- website|semalt|makemoney online|priceg|blackhatworth ).(com?|de|net)
  13. 13. #tatvicwebinar A GACP and GTMCP company 3/31/2015 13 #tatvicwebinar Detecting Spam Referrals • Secondly create a filter on view level to exclude referral spam -> • Please first test filter in a test view before transfering to your master view • Filter works? If yes then transfer to your master view
  14. 14. #tatvicwebinar A GACP and GTMCP company 3/31/2015 14 #tatvicwebinar Outline Universal Analytics & Organic Search Sources Detecting Spam Referrals & Bots 404 Reports for Detecting Lost Link Opportunities Questions & Answers Reporting & Analyzing Panda
  15. 15. #tatvicwebinar A GACP and GTMCP company 3/31/2015 15 #tatvicwebinar Excluding Bot Traffic • Since the 30th of July, there is a box you can tick in the data view in order to exclude „Bot Traffic“ -> risk -> there can be a drop in traffic • The foundation is the IAB Bot Spidering List that is maintained since 2006 • Here a link to a Google+ post: https://plus.google.com/+GoogleAnalytics/posts/2tJ79CkfnZk?
  16. 16. #tatvicwebinar A GACP and GTMCP company 3/31/2015 16 #tatvicwebinar Is there any more Bot Traffic? • Here you can download a Google Analytics segment to check your own „potential Bot Traffic“ • http://www.jeffalytics.com/internet-service-providers-google-analytics-advanced-segment/ and here: https://www.google.com/analytics/web/importing#importing//%3F_.objectId%3DZxnJCS1rRuiJ1Zu- SMmHQg%26_.selectedProfile%3D
  17. 17. #tatvicwebinar A GACP and GTMCP company 3/31/2015 17 #tatvicwebinar Exclude Bot Traffic Filter • Find more here: http://www.lunametrics.com/blog/201 3/09/05/filter-bots-google-analytics/
  18. 18. #tatvicwebinar A GACP and GTMCP company 3/31/2015 18 #tatvicwebinar Is there still any Bot traffic left?? • Step 1: creating a user defined report • Step 2: open report -> additional filters > new sessions greater than 99% and goal value = 0 with secondary dimension such as city or landingpage -> create link -> send once per week or once a day • Please see: http://121w.at/6wui
  19. 19. #tatvicwebinar A GACP and GTMCP company 3/31/2015 19 #tatvicwebinar Outline Universal Analytics & Organic Search Sources Detecting Spam Referrals & Bots 404 Reports for Detecting Lost Link Opportunities Questions & Answers Reporting & Analyzing Panda
  20. 20. #tatvicwebinar A GACP and GTMCP company 3/31/2015 20 #tatvicwebinar 404 Reports for detecting lost link opportunities The issue • broken links (404) are common for (big) websites • 404 means that the server could not find the requested ressource • In terms of SEO 404 could be a hint that somebody was placing a link on to your website but the link is not working • Solution: 301 the link or ask the source for correcting the link • How can analytics help? Imagesoruce: http://www.magentocommerce.com/magento- connect/404-replacement-with-301-redirect-to-homepage.html
  21. 21. #tatvicwebinar A GACP and GTMCP company 3/31/2015 21 #tatvicwebinar 404: Requirements • Minimum: you have a 404 error page • Better: you have a well-designed 404 error page must exist • Even better: You have a clear pattern in your page title, i.e. page not found, 404 etc. • Optimal: you have a well-designed 404 error page , set up with a Google Analytics tracking code and a unique website title (e.g. 404, page not found, etc.)
  22. 22. #tatvicwebinar A GACP and GTMCP company 3/31/2015 22 #tatvicwebinar User-defined Report: Possible Solution https://www.google.com/analytics/web/template?uid=Otr3CXphT3mVH9Pl0M4RoQ
  23. 23. #tatvicwebinar A GACP and GTMCP company 3/31/2015 23 #tatvicwebinar As an extra: Creating a 404 Intelligence Event • aim: being alerted about potentially increasing error sources
  24. 24. #tatvicwebinar A GACP and GTMCP company 3/31/2015 24 #tatvicwebinar Outline Universal Analytics & Organic Search Sources Detecting Spam Referrals & Bots 404 Reports for Detecting Lost Link Opportunities Questions & Answers Reporting & Analyzing Panda
  25. 25. #tatvicwebinar A GACP and GTMCP company 3/31/2015 25 #tatvicwebinar Search is very important % Search 88,13%
  26. 26. #tatvicwebinar A GACP and GTMCP company 3/31/2015 26 #tatvicwebinar But the bounce rate is very high! Bounce 83,97%
  27. 27. #tatvicwebinar A GACP and GTMCP company 3/31/2015 27 #tatvicwebinar People are just leaving! Time on Site 00:00:39
  28. 28. #tatvicwebinar A GACP and GTMCP company 3/31/2015 28 #tatvicwebinar Pageviews / Visit 1,37
  29. 29. #tatvicwebinar A GACP and GTMCP company 3/31/2015 29 #tatvicwebinar How Big Was the Lost of Visibility? http://121w.at/7ssx By approximately by how much decreased the visibility of the domain wer-weiss- was.de between August 2011 and today? Wer weiss was is a german Q&A Portal like yahoo answers
  30. 30. #tatvicwebinar A GACP and GTMCP company 3/31/2015 30 #tatvicwebinar Visibility Development wer-weiss-was.de • http://suite.searchmetrics.com/en/research?url=wer-weiss- was.de#filter={"filter_home_chart":{"fxch":"organicpaidvisibility"}}
  31. 31. #tatvicwebinar A GACP and GTMCP company 3/31/2015 31 #tatvicwebinar Outline Universal Analytics & Organic Search Sources Detecting Spam Referrals & Bots 404 Reports for Detecting Lost Link Opportunities Questions & Answers Reporting & Analyzing Panda
  32. 32. #tatvicwebinar A GACP and GTMCP company 3/31/2015 32 #tatvicwebinar So my website is the next panda victim? 75,32 %? 74,32 %?
  33. 33. #tatvicwebinar A GACP and GTMCP company 3/31/2015 33 #tatvicwebinar >93% bounce rate. What is going wrong? • Stop Facebook Ads right away?
  34. 34. #tatvicwebinar A GACP and GTMCP company 3/31/2015 34 #tatvicwebinar What is the bounce rate? • Bounce rate is the percentage of single-page sessions -> https://support.google.com/analytics/answer/1009409?hl=en • For a more detailed and exact definition please have a look over here • But impacting factors on bounce rate are i.e. traffic source, page concept, relevancy, are you a brand ...
  35. 35. #tatvicwebinar A GACP and GTMCP company 3/31/2015 35 #tatvicwebinar Send event after 75s • But what if you knew, how many of your visits are really engaging with you website, and how many are really bouncing?
  36. 36. #tatvicwebinar A GACP and GTMCP company 3/31/2015 36 #tatvicwebinar Implementation Option 1: Tracking Code • Step 1: Google Analytics tracking code -> setTimeout (this example showcases the new Universal Analytics tracking code) • Step 2: definition of the event as a goal • Step 3: analyse „low performer“ pages report with segment „organic traffic“
  37. 37. #tatvicwebinar A GACP and GTMCP company 3/31/2015 37 #tatvicwebinar Implementation Option 1: Tracking Code • Step 1: Google Analytics tracking code -> setTimeout (this example showcases the new Universal Analytics tracking code) • Step 2: definition of the event as a goal • Step 3: analyse „low performer“ pages report with segment „organic traffic“
  38. 38. #tatvicwebinar A GACP and GTMCP company 3/31/2015 38 #tatvicwebinar Option 2: True Reader via Google Tag Manager step 1: timer listener Step 2: timer listener -> event
  39. 39. #tatvicwebinar A GACP and GTMCP company 3/31/2015 39 #tatvicwebinar Option 2: True Reader via Google Tag Manager Step 3: set up event in Analytics with a goal
  40. 40. #tatvicwebinar A GACP and GTMCP company 3/31/2015 40 #tatvicwebinar Summary • Data is becoming more & more interesting for SEO Analysis • User signals are more and important for Google‘s Algo • Google Analytics helps to analyse user engagement • Detecting lost link oppurtunities • For properly analysing data, data quality must be good so best clean up your data • Exclude referral spam • Exclude bot spam • Attribute organic traffic correctly
  41. 41. #tatvicwebinar A GACP and GTMCP company 3/31/2015 41 #tatvicwebinar Resources • Default Search Engine List - http://goo.gl/1tRLaf • Excluding Bot Traffic - http://goo.gl/LMvW3g • Common Internet Service Providers in Google Analytics and an Advanced Segment to Filter Them Out - http://goo.gl/RU5o23 • Download Advance Segment Report to Filter major ISP - http://goo.gl/XuC2KW • Excluding Bot Traffic Filter - http://goo.gl/GpruSS • Download 404 Custom Report - http://goo.gl/FTpZor • Search Analytics Tool Used - http://goo.gl/qJFmQK • Watch Full SEO & GA Webinar Video
  42. 42. #tatvicwebinar A GACP and GTMCP company 3/31/2015 42 #tatvicwebinar Upcoming Webinar Everything You Need to Know about Mobile App Analytics When: 28th April, 2015 – 3 PM IST You’ll learn: • How to do Campaign Tracking • How to do Mobile App Uninstallation Tracking • How to integrate Google Analytics & Play Store Analytics? • Checklist: Things to Track while Implementing Mobile App Tracking Register/ Watch Here
  43. 43. #tatvicwebinar A GACP and GTMCP company 3/31/2015 43 #tatvicwebinar Upcoming Webinar How to Measure the Effectiveness of Print Media Advertising When: 26th May, 2015 – 3 PM IST You’ll learn: • Impact of Print Media Advertising on Your Website Traffic • Which Print Media Platform gets most traffic • How Long a user engages with your website once the advertisement is published Register/ Watch Here
  44. 44. #tatvicwebinar A GACP and GTMCP company 3/31/2015 44 #tatvicwebinar Alexander Holl Twitter: @121WATTT Ravi Pathak Twitter: @ravipathak Thank You!

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