Get practical advice from SEO experts: In this short ~20 minute talk they present bite-sized actionable SEO strategy and tips for SEO Reporting and Analytics - covering some really useful tips on multi-channel marketing using Google Analytics. These talks were offered free to the SEO community working from home during the coronavirus pandemic. Watch a recording of the stream to go with these slides here: https://www.youtube.com/watch?v=6cZ0DCTIvas

2. SEO Reporting and Analytics
● Azeem Ahmad
● Luke Carthy
● Daniel Smulevich
AUTHORITAS
● SEO Jo Blogs - Growth Marketer
● Carrie Shepherd - Marketing Executive

3. Azeem Ahmad
Digital Marketing Manager
● Has been in the industry for several years,
working both agency side and in house.
● Experienced in various aspects of
marketing, including PPC, SEO, Social
Media, Display, Programmatic, and App
Marketing.
● International conference speaker at
various events, including BrightonSEO, &
MeasureFest.
● BAME advocate

4. Luke Carthy, eCommerce Consultant
● Fell in love with eCom at 18 with £100K eBay sales
● Worked for brands such as CAT, Renault
● Big on SEO, sales growth & conversion optimisation
● Delivered £millions in incremental revenue for clients
● In-house and agency experience

5. Daniel Smulevich, VP of Analytics
● Leading Analytics function across EMEA and APAC
● Executive sponsor on key accounts
● Conducting workshops and trainings

6. Azeem’s Tips
Clean your data sets up during COVID-19

7. Cutting out “internal” traffic
Before After
IP Filters Option 1
View Filters/
Voluntary Opt-Outs
Option 2
Common Page Tagging Option 3

8. Option 1 - Do absolutely nothing
Create an annotation in GA
for when your respective
country went into lockdown,
and then extended.
Accept that future stats may
be messy.

9. Option 2 - Browser Extensions
Involves the installation of a
specific browser extension
to block their own visits to
site.

10. Option 3 - URL Query Params
1. Create a new URL query variable in
GTM, call it “URL - Query - internal”
a. Variable Type>’URL’
b. Component Type>’Query’
c. Query Key>’Internal’
2. In GA, add a new (user scoped) custom
dimension called “Internal Traffic”
a. Remember the Index number
3. Edit existing GA tag in GTM, including
above custom dimension, index and
value.

11. Option 3 - URL Query Params (cont.)
● Visit the website without the URL
parameter in GTM preview mode,
watch your GA tag fire. Your custom
dimension should show as
[undefined].
● Visit site again, adding ?internal=true
or &internal=true and reload. This
time your tag picks up the ‘true’ string
to send this info into GA.

12. Cutting out “internal” traffic
Before After
IP Filters Do Nothing
View Filters/
Voluntary Opt-Outs
Browser Extensions
Common Page Tagging URL Query Params

13. Daniel’s Tips

14. ..................................
...................................
.
Set up a custom
alert for organic
performance, in
order to be
notified if you
experience an
x% increase or
decrease in
organic traffic
over a given time
period.. or use
built-in anomaly
detection (A+W
properties only)
Custom Alerts Improve Rankings Internal Site
Search
Multi-channel funnel
Identifying key landing
pages, where organic
has assisted in a
conversion. This will
support you to
prioritise optimisation
efforts on specific
pages. You may also
wish t
Improve rankings
for your most
valuable pages by
reviewing
performance and
conversion rates
within the Search
Console report. You
may even add
content
engagement
tracking.
Set up internal site
search tracking on
your site, in order
to identify search
patterns or users
not being able to
find appropriate
landing pages. You
may even wish to
use NLP on large
volumes.
SEO Tea Time
Quick tips on using Google Analytics for
your SEO campaigns

15. ..................................
...................................
.
SEO Tea Time
Analytics is not just Google Analytics (or similar)
Unify Paid & Organic data to identify opportunities
as users see organic and paid results in the same
page.
You may integrate Search Console API & Google
Ads/SA360 to automate query-to-keyword coupling
and find opportunities in both SEO and PPC,
incorporating Natural Language processing or
Keyword Planner API for suggestions.
Benefits:
● Reduces PPC response time to new content
● Identifies trending search queries
● Guides PPC bid adjustments based on strong
SEO performance
● Expands PPC keyword portfolio based on SEO
success
● Identifies opportunities to move spend to
low-visibility areas

16. Luke Carthy’s Tips

17. 1] Track megamenu
clicks

19. 2] Check yo’ queries!

20. There’s gold in
‘no results found’

21. Check your top (100/1000) queries at least
once a month for opportunities

23. 3] Capture error
messages

25. Using a custom dimension and GTM
you can capture error messages

27. 4] Monitor stock levels

29. 5] Check yo’ 404s!

30. ...and I’m not talking about GSC

31. When it comes to 404s in eCom, they directly
impact sales, not just SEO.

32. GSC prioritises 404s by SEO
impact/frequency.

33. For eCommerce, you need to review
404s by pageviews

34. For eCommerce, you need to review
404s by pageviews

36. For eCommerce, you need to review
404s by pageviews

37. Thank you - over to Q and A
● Great tips from 3 experts
● Luke Carthy - @MrLukeCarthy
● Azeem Ahmad - @AzeemDigital
● Daniel Smulevich - @DSmulevich

38. “Knowledge Graphs and Panels"
● Jason Barnard
● Dixon Jones
● Andrea Volpini
Friday 24th April 2020 @ 4 p.m. SEO Advice, tea and cake with...