Slides from Mozcation Portsmouth - November 7th 2012 - use to get links to advanced segments and custom reports.

1. ANALYTICS FOR SEO

2. Dan Shure
Owner/consultant at Evolving
SEO
SEOmoz Associate
@dan_shure
http://bitly.com/mp-analytics

3. Analytics is like…

5. Gardening. Cute.

6. A two-way mirror.

7. An X-Ray. Clever.

8. Ahhh sports.

9. Huh?

10. What?!
A… Drag Queen?!

11. Let’s start over.

12. Analytics…

13. Analytics Provides Data

14. (Should) Help Make
Decisions
vs. ?

15. (Should) Measure
Effectiveness

16. Justifies Decisions Budgets
Stock Photo Warning

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

18. But It’s Hard Work.

19. Why is it hard work?

20. Because analytics is like…

21. Analytics Is Like Buying Furniture At
Ikea.

22. Useless Until Assembled

23. We’ve Made Progress

24. Analytics Used To Be Like
THIS.
Confusing.

25. Analytics Used To Be THIS.
Poor data.

26. Then Came This…

27. We Can Still Do Better…
Default reports not actionable.

28. Analytics For SEO

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

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

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

32. Use Three Profiles

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

34. Filter Internal Traffic
Using RegEx from the tool, paste into a custom filter.

35. Increase Sample Size – Site Speed
Data
10 is 10% sample rate. Can go up to 100% (although not
recommended for very large sites).

36. Sharing Customizations Is Hard
Do you want to cut and paste all of these segments just to share them?

37. Managing Accounts With Chrome
Logins
Create Chrome Login for each client. Access analytics, WMT, G Docs all from
one account/Chrome Login.

38. Managing Accounts With Chrome
Logins
http://www.koozai.com/blog/search-marketing/seo-resources/my-top-tip-for-managing-multiple-
seo-clients-browser-accounts/

39. Set Up Site Search
Finding the query parameter – perform a search on the site and
look at URL.

40. Set Up Site Search
Go to admin->Profile Settings->Scroll Down

41. Set Up Site Search
Go to content->site search->search terms

42. Lame.

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

44. Custom Report – Top Level
First Level – Visits With/Without Site Search

45. Custom Report = Super Action-ability
Find high bounce / exit search terms. CREATE that content.

46. Segment Branded Keywords
Default segment: not totally worthless but close.

47. Segment Brand Keywords
Brand Name:
VacuumSpot
Create advanced segment (this brand name is a simple example).

48. Segment Non-Brand
Keywords
Brand Name:
VacuumSpot
EXCLUDE brand names segment – to measure only generic keywords.

49. Organic Search NEW Non-Brand Acquisition From
Google
Brand Name:
VacuumSpot

50. Measure Social Media Traffic(?)
Default GA Social Traffic View
How many of these are actually
“social networks”?

51. Measure Social Media Traffic(?)
Would you call this “social media”?

52. 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

53. 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/

54. Site Section Performance – Case
Study
www.admissionsquest.com

55. Site Section Performance – Case
Study
Which of these should they do more of? Less of?

56. Site Section Performance – Case
Study
What’s bringing the most traffic for the least effort?

57. Site Section Performance – Case
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
www.admissionsquest.com

58. Site Section Performance – Case
Study
Desired End Metric ->
Visits From Google Per Pages In Section
www.admissionsquest.com

59. Site Section Performance – Case
Study
First crawl the site with Screaming Frog. Export HTML to csv.

60. Site Section Performance – Case
Study
In Excel, tag each section (and sub-sections if you want) of the site.

61. Site Section Performance – Case
Study
Hopefully you’ll have about 8-12 main sections.

62. Site Section Performance – Case
Study
Find out how many are indexed for each section with advanced queries. (Might be
tricky if site doesn’t have good URL structure)

63. Site Section Performance – Case
Study
Put in spreadsheet – site sections and how many pages indexed per section.

64. Site Section Performance – Case
Study
Create segments for EACH section in analytics. Organic Google traffic only.

65. Site Section Performance – Case
Study
Apply segment to get number of visits from Google.

66. Site Section Performance – Case
Study
Add number of visits to spreadsheet.
Divide Visits by Pages Indexed =(C2/D2)

67. Site Section Performance – Case
Study
Graph It. Long form evergreen articles perform amazingly well compared to blogging.

68. Case Study - SaaS– WPMU Premium
http://premium.wpmudev.org

69. Problem: Four User States
1. Not logged in / not paying
2. Logged in / not paying
3. Logged in / paid
4. Admin

70. Use Custom Variables - User States
https://developers.google.com/analytics/devguides/collection/gajs/gaTra
ckingCustomVariables

71. Use Custom Variables - User States
Original setup – not ideal.

72. Use Custom Variables - User States
Improved setup
Reference: http://net.tutsplus.com/tutorials/other/quick-tip-the-power-of-google-analytics-custom-variables/

73. 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/

74. Use An End To End Custom Report
http://bit.ly/Yrm71n

75. 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/

76. So Let’s Review

77. Analytics is could be
like…

78. …assembled Ikea
furniture.

79. Q&A
@dan_shure
Owner/consultant at Evolving
SEO
SEOmoz Associate
@dan_shure
http://bitly.com/mp-analytics