1. Search Engine Optimization
and Google Analytics
Aligning SEO with Business Goals
Mark McLaren
Director of Search Marketing at Analytics Pros

2. What is SEO?
Part of marketing

3. What is SEO?
A part of marketing

4. Search Engine Market Share
80%
70%
60%
50%
Google
40%
Bing
30%
Yahoo
20%
10%
0%
Google Bing Yahoo

5. seOMG!

6. Value of SEO
Forrester Research: There is a shift in priority toward
organic SEO and away from paid search.

7. Standard SEO
Techniques
Technical On-page Off-page Content Organization
• Crawlers • Keywords • Social Media • Research • Domains
• URLs • Title tags • Video • Keywords • Site structure
• Cookies • Meta descrip • Directories • Blogging • Navigation
• Load time • Page structure • Local profiles • Authors • Internal links
• robots.txt • img alt attrib • Press releases • Branding • Accessibility
• Redirects • Bullets, bold • Apps • Positioning • Duplication
• Sitemap • Custom 404 • Relationships • Scheduling • CMS
• etc. • etc. • etc. • etc. • etc.

8. A part of marketing
The Art of SEO: Mastering Search Engine Optimization

9. Performance Marketing with Google Analytics
Sebastian Tonkin, Caleb Whitmore, Justin Cutroni

10. Standard SEO
Techniques
Technical On-page Off-page Content Organization
• Crawlers • Keywords • Social Media • Research • Domains
• URLs • Title tags • Video • Keywords • Site structure
• Cookies • Meta descrip • Directories • Blogging • Navigation
• Load time • Page structure • Local profiles • Authors • Internal links
• robots.txt • img alt attrib • Press releases • Branding • Accessibility
• Redirects • Bullets, bold • Apps • Positioning • Duplication
• Sitemap • Custom 404 • Relationships • Scheduling • CMS
• etc. • etc. • etc. • etc. • etc.

11. Goal-directed
Marketing
New insights for SEO with Google Analytics

12. Analytics
Technical On-page Off-page Organization Content
• URLs • Engagement • Social Media • Domains • Research
• Cookies • Keywords • Video • Site structure • Testing
• Redirects • Title tags • Directories • Navigation • Keywords
• sitemap • Meta descrip • Local profiles • Internal links • Blogging
• … • Page structure • Press releases • Accessibility • Authors
• Bullets, bold • Apps • CMS • Branding
• Custom 404 • Relationships • … • Scheduling
• … • … • …

13. What are your
business goals?
How are they achieved on your website?

14. What are your
business goals?
How are they achieved on your website?

15. Google Analytics
A tool to measure what happens on your website

16. What is Google
Analytics?
A tool to measure what happens
on your website

17. Does SEO work?
How can we measure its success?

18. Is SEO working?
Use Google Analytics to measure SEO success.

19. What do you want
people to do?
How good is the fit between your goals
and your customer’s goals?

20. What are your
business goals?
How are they achieved on your website?

21. Identify
outcomes.
Use GA to track them.

22. Identify
outcomes.
Use GA to track them.

23. Identify
outcomes.
These are your goals. Use GA to track them.

24. Don’t just track.
Measure what matters.

25. Don’t just track.
And Measure the things that matter.
we’re done?
Most users are not getting all they can from GA.

26. Basic Questions
Some examples
1. How many visits do we get? – Traffic volume
2. Where do they come from? – Search, referral, SM
3. Where do they go? – Engagement
4. What percent are organic? – Reach
5. What percent are branded vs. not? – Optimization
6. What percent convert? – Achieving goals
7. Is this what you want? – What to change and test

27. Is SEO working?
Use Google Analytics to measure SEO success.

28. Identify
outcomes.
These are your goals. Use GA to track them.

30. Branded keywords

31. Identify
outcomes.
These are your goals. Use GA to track them.

32. Identify
outcomes.
These are your goals. Use GA to track them.

33. Identify
outcomes.
These are your goals. Use GA to track them.

34. Is SEO working?
Use Google Analytics to measure SEO success.

35. What does a great
fit look like?
Answer: Conversion

37. Keyword (not provided)
One reason you need a Google Webmaster Tools account.

38. Who converts
most often?
People who search for your brand or a product name.

39. Assess your traffic with
conversions in mind.
Compare branded vs. non-branded
1. Visits
2. Pages / Visit
3. Average Visit Duration
4. % New Visits (vs. Returning)
5. Bounce rate
6. Goal conversion rate

40. Sales funnel
$$$!

41. What are branded
search visits like?

42. Branded Search Profile
1. More frequent than non-branded? – Optimization
2. More pages per visit – Engagement
3. Longer visit duration – Engagement
4. More new visits vs. returning visits? – Sales funnel
5. Low bounce rate – Optimization and fit with your site
6. What percent convert? – Achieving your goals

43. Is SEO working? Branded Organic
Use Google Analytics to measure SEO success.

44. Is SEO working?Non-Branded Organic
Use Google Analytics to measure SEO success.

45. Is SEO working? Branded Organic
Use Google Analytics to measure SEO success.

46. Is SEO working?Non-Branded Organic
Use Google Analytics to measure SEO success.

47. One goal of
organic SEO
Get organic search profile to look like branded.

48. Keyword reach
and quality
How do you know where to start?

49. Look at your
organic traffic
Hard to find?

50. Keyword research:
1. Use your own traffic – start with Analytics
2. Competition – Look at site content, rank in search
engine results, and inbound links
3. Keyword research tools
– Google keyword research tool
– Keyword Discovery
– Wordtracker
4. Use PPC campaigns as keyword research tools

51. Where do keywords belong?
1. Title tags
2. <h1> <h2> <h3> headings
3. Meta description
4. Bullet lists
5. Internal link text
6. First paragraph & body copy
7. Breadcrumbs
8. Press releases
9. More…

52. Optimize using
keywords.
Measure the results. Then adjust.

53. Do your keywords
fit your goals?
How do you know?

54. Marketing
channels
How do all your marketing channels interact?

55. Multi-Channel
Funnels
SEO insights beyond two dimensions.

60. Great writing.
User experience.
Both are as important as keyword research.

61. Great writing.
User experience.
Both are as important as keyword research.

62. Great writing.
User experience.
Rows 1-10 out of 3,158

63. Great writing.
User experience.

66. Great writing.
User experience.

69. Ask

70. Mark McLaren
mark@analyticspros.com