In the brave new world of 'Not Provided' showing the return on your SEO effort has become more and more difficult. Tim Resnik, Product Strategy Principal at Moz, will guide you through advanced Google Analytics techniques that you can use today to help justify your efforts, measure your search traffic, and segment your data in new ways.
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
ROI in the age of keyword not provided [Mozinar]
1. Measuring ROI in the Age of
(not provided)
Feb 20th, 2014 Tim Resnik @tresnik
Join us on Twitter at #Mozinar
Questions or problems? Email community@moz.com
2. How did this poker
player help me drive
search traffic?
2
http://upload.wikimedia.org/wikipedia/commons/thumb/8/8a/JeffLisandro.jpg/1280px-JeffLisandro.jpg
3. Search Keyphrases* (Top 8)
full list
12,230 different keyphrases
Search
Percent
1. Card Player
5,500
5.2%
2. Cardplayer
5,100
4.8%
3. Cardplayer Magazine
3,300
3.1%
4. Card Player Poker
3,000
2.9%
5. Poker tournaments
2,200
2.0%
6. World Series of poker
1,700
1.6%
7. Card Player Magazine
1,500
1.4%
82,000
78.6%
Other phrases
* For example only. Not the real numbers
3
Psst…I bet there is
some good stuff here
21. Tip #1: Use Google Webmaster Tools
Limitation #1: Limited data set
Vs.
21
Google Analytics has at least
30X more keywords than
Webmaster Tools for Moz
22. Tip #1: Use Google Webmaster Tools
Limitation #2: Limited timeframe
Only 90 Days of Keyword Data
22
23. Tip #1: Use Google Webmaster Tools
Limitation #3: Limited Google Analytics integration
Google Analytics
does not provided
any additional
features or value for
Google Webmaster
Tools data
23
24. Tip #1: Use Google Webmaster Tools
Limitation #4: No Transparency
24
25. Tip #1: Use Google Webmaster Tools
Scorecard:
Google Independent:
NO
EASY
Useful:
Good for:
YES
25
Ease of Implementation:
EVERYONE
27. Tip #2: Pass Meta Data in Custom Variables
Meta Data
Structured Data
27
28. Tip #2: Pass Meta Data in Custom Variables
Your site has lots of useful stuff to help you figure out context
Pass this data through
a custom variable
_gaq.push(['_setCustomVar', 1, ’category', <?= $director ?>, 2]);
28
29. Tip #2: Pass Meta Data in Custom Variables
Use your custom
variable as the
secondary dimension to
landing page for Google
search referrals
29
30. Tip #2: Pass Meta Data in Custom Variables
Scorecard:
Google Independent:
YES
MODERATE
Useful:
Good for:
YES
30
Ease of Implementation:
EVERYONE
37. Tip #4: Content Grouping in GA
MyBeerBlog.com
IPA
OR
Pale
CO
OR
Porter
CO
OR
CO
I want to know what beer type receives the most traffic from Google
Search.
37
38. Tip #4: Content Grouping in GA
MyBeerBlog.com (1,000 visits)
IPA (300)
OR
(250)
38
CO
(50)
Pale (200)
OR
(125)
CO
(75)
Porter (50)
OR
(10)
CO
(40)
39. Tip #4: Content Grouping in GA
MyBeerBlog.com (1,000 visits)
IPA (300)
OR
(250)
CO
(50)
Pale (200)
OR
(125)
CO
(75)
Porter (50)
OR
(10)
More investigation needed, but looks promising
39
CO
(40)
41. Tip #4: Content Grouping in GA
Method #1: Extraction
MyBeerBlog.com/reviews/ipa/or/double-mountain-review
/reviews/(.*)/ will create content categories based on the
directory for type (ipa, pale, porter)
41
43. Tip #4: Content Grouping in GA
Use the tracking code feature if your URL structures are not
Just like a custom
variable, you can
automate to pass
through a category, tag
or other metadata
43
44. Tip #4: Content Grouping in GA
Tacking Code Method is Best for Moz:
http://moz.com/blog/social-engagementmetrics-that-matter
44
45. Tip #4: Content Grouping in GA
Tacking Code Method is Best for Moz:
ga('set', ’Blogs', ’Social Media');
45
46. Should you do it? -- Maybe
Google Independent:
NO
EASY
Useful:
Good for:
YES*
46
Ease of Implementation:
EVERYONE
50. How much is a video/news/image result
worth to you?
There is no way to know…or is there?
50
51. Tip #5: Extract Data from Google Referral
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rj
a&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_D
GIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=b
v.41867550,d.eWU
This string can help!
51
62. Smart Data Fuels Smart Bets
The Past
Measure Efforts
Exploit Opportunities
Place
your bets
62
The Future
63. Tim Resnik @tresnik tim@moz.com
63
The recording & the slide deck will be available soon
on our site: http://moz.com/webinars
Notes de l'éditeur
If there are 50X more keywords, which ones are they leaving out, how do they sample your data?
This is all your data and there is some really good stuff hereIf you are passing multiple keywords through the CV make sure to add a delimiter, like a comma or hyphens between words of phrases that go together and spaces as a delimiter. The custom variable dimension in GA is one filed, so if you want to do any deeper analysis on the data you pass through you need to be able to identify which words go together.
Best for sites with a really well organized url structure. These sites tend to be larger with diverse contentWhat is -> a way to logically group content by types keying off the URL or page titleWhy -> allows you to quickly segment by content type in order to extrapolate the topic and measure success of organic search efforts or look for new opportunities
-What is the ratio of number of posts to search traffic --What are the competitive SERP factors I am facing. Can I leverage equity that I have for Oregon IPAs into more traffic about Oregon beers.-Are there any conversion events or goals that need to be considered
You can now use your content groups as a dimension for for search referral traffic
ExtractionRule SetTracking Code
Moz is a really good example of a site that should be using the tracking code we have a structure of blog/BLOG TITLE and the other methods don’t work for grouping. I’d make a Content Group call blog, and then pass
A: Local CarouselB: Music & Song CarouselC, R & W: AdsD & T: Shopping AdsE: Direct AnswersF & N: Image ResultsG & H: SitelinksI: Video ResultsJ, M & Y: Local Results, The Seven Pack & MapsK: AuthorshipL: Rich SnippetsO: News ResultsP: Personalized ResultsQ: In-Depth ArticlesS: Related SearchesU, V & X: Knowledge Graph Box