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ANALYTICS FOR SEO
Analytics is like…
Why Analytics is Important for Any Business - EBriks Infotech
Gardening. Cute.
A two-way mirror.
An X-Ray. Clever.
Ahhh sports.
Huh?
What?!

A… Drag Queen?!
Let’s start over.
Analytics…
Analytics Provides Data
(Should) Help Make Decisions

vs.

?
(Should) Measure Effectiveness
Justifies Decisions Budgets

Stock Photo Warning
Justifies Decisions Budgets
“Here’s your
budget.”
- Cheesy stock photo guy
But It’s Hard Work.
Why is it hard work?
Because analytics is like…
Analytics Is Like Buying Furniture At
Ikea.
Useless Until Assembled
We’ve Made Progress
Analytics Used To Be Like THIS.

Confusing.
Analytics Used To Be THIS.

Poor data.
Then Came This…
We Can Still Do Better…

Default reports not actionable.
Analytics For SEO
Verify Analytics Code

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

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

Use Browser Plugins
Analytics Helper - http://bit.ly/XbyJuL
Use Three Profiles
Filter Internal Traffic

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

Using RegEx from the tool, paste into a custom filter.
Increase Sample Size – Site Speed
Data

10 is 10% sample rate. Can go up to 100% (although not
recommended for very large sites).
Sharing Customizations Is Hard

Do you want to cut and paste all of these segments just to share them?
Managing Accounts With Chrome
Logins

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

http://www.koozai.com/blog/search-marketing/seo-resources/my-top-tip-for-managing-multipleseo-clients-browser-accounts/
Set Up Site Search

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

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

Go to content->site search->search terms
Lame.
Custom Report!

Internal Search Performance Custom Report
http://bit.ly/SGoaw3
Custom Report – Top Level

First Level – Visits With/Without Site Search
Custom Report = Super Action-ability

Find high bounce / exit search terms. CREATE that content.
Segment Branded Keywords

Default segment: not totally worthless but close.
Segment Brand Keywords
Brand Name:
VacuumSpot

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

EXCLUDE brand names segment – to measure only generic keywords.
Organic Search NEW Non-Brand Acquisition From
Google

Brand Name:
VacuumSpot
Measure Social Media Traffic(?)

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

Would you call this “social media”?
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
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-longtail/
Site Section Performance – Case
Study

www.admissionsquest.com
Site Section Performance – Case
Study

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

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

Desired End Metric ->
Visits From Google Per Pages In Section

www.admissionsquest.com
Site Section Performance – Case
Study

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

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

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

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

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

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

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

Graph It. Long form evergreen articles perform amazingly well compared to blogging.
Case Study - SaaS – WPMU Premium

http://premium.wpmudev.org
Problem: Four User States

1. Not logged in / not paying
2. Logged in / not paying
3. Logged in / paid
4. Admin
Use Custom Variables - User States

https://developers.google.com/analytics/devguides/collection/gajs/gaTra
ckingCustomVariables
Use Custom Variables - User States
Original setup – not ideal.
Use Custom Variables - User States
Improved setup

Reference: http://net.tutsplus.com/tutorials/other/quick-tip-the-power-of-google-analytics-custom-variables/
Use An End To End Report

Acquisition

Behavior

Outcome

How they found
you

What they did

What happened

Bounces
Pages/visit

Transactions
Per visit value

Source
Keyword

http://www.kaushik.net/avinash/actionable-web-analytics-custom-reports-advanced-segments/
Use An End To End Custom Report

http://bit.ly/Yrm71n
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/
So Let’s Review
Analytics is could be
like…
…assembled Ikea
furniture.

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