How to Use Google Analytics to Drive SEO Benefit?

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A GACP and GTMCP company

3/31/2015 1 #tatvicwebinar3/31/2015 1 #tatvicwebinar

How to Use Google Analytics to Drive SEO Benefit?

March 31st, 2015 FREE Webinar by

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3/31/2015 2 #tatvicwebinar3/31/2015 2 #tatvicwebinar

Our Speakers

Alexander HollFounder & CEO at 121WATT

@121WATTT

Ravi Pathak (Host)Founder & CEO at Tatvic

@ravipathak

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3/31/2015 3 #tatvicwebinar

About Alexander Holl & 121WATT

• Online since 1994• Founder of the 121WATT (2008)• Before 2008: director @Yahoo! and

AltaVista• professor at the Steinbeis University

of Applied Sciences• member of the SEO expert committee

of the BVDW• Chairman of the advisory board of the

SMX Munich• Trainer for the german google partner

academy

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SEO

SEO Questions• User signals are getting more and more important?

How can we best measure user signals?

• How much organic traffic do we have?

• What about Content Marketing and getting (valuable) links?

• Are we missing interesting link oppurtinities

• How good is our content?

• ...

From Search Engine Optimization to Search Experience Optimization

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Outline

Universal Analytics & Organic Search Sources

Detecting Spam Referrals & Bots

404 Reports for Detecting Lost Link Opportunities

Questions & Answers

Reporting & Analyzing Panda

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Outline




Questions & Answers


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Configuration: Assigning Data Correctly at Property Level

• Regexp: searchIsucheIduckduckgoIecosiaIgoogle

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Addorganic: the problem

• Google Analytics identifies search engines such as google, bing etc. „automatically“ as a search engine using the tag organic

• Examples: yahoo / organic or google / organic

• Please find all default search engines here: https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingTraffic?hl=en#searchEngine

https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingTraffic?hl=en#searchEngine




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Addorganic: the solution

• In the Web Interface In Universal Analytics you can assign search engines which were attributed to referral to become medium organic

• This setting can be changed as follows: Admin ->Property -> Tracking Info -> Organic Search Sources

• Find more information here: https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingTraffic?hl=en#searchEngine



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Data after configuration

• Data cannot be changed in retrospective,

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Outline




Questions & Answers


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Detecting Spam Referrals

• Please use for testing first you report on a acqusition -> source / medium and filter by using using a regular expression

• (econom|darodar|ilovevitaly|buttons-for-website|semalt|makemoneyonline|priceg|blackhatworth)\.(com?|de|net)

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Detecting Spam Referrals

• Secondly create a filter on view level to exclude referral spam ->

• Please first test filter in a test view before transfering to your master view

• Filter works? If yes then transfer to your master view

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Outline




Questions & Answers


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Excluding Bot Traffic

• Since the 30th of July, there is a box you can tick in the data view in order to exclude „Bot Traffic“ -> risk -> there can be a drop in traffic

• The foundation is the IAB Bot Spidering List that is maintained since 2006

• Here a link to a Google+ post: https://plus.google.com/+GoogleAnalytics/posts/2tJ79CkfnZk?

https://plus.google.com/+GoogleAnalytics/posts/2tJ79CkfnZk?

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Is there any more Bot Traffic?

• Here you can download a Google Analytics segment to check your own „potential Bot Traffic“

• http://www.jeffalytics.com/internet-service-providers-google-analytics-advanced-segment/ and here: https://www.google.com/analytics/web/importing#importing//%3F_.objectId%3DZxnJCS1rRuiJ1Zu-SMmHQg%26_.selectedProfile%3D

http://www.jeffalytics.com/internet-service-providers-google-analytics-advanced-segment/

http://www.jeffalytics.com/internet-service-providers-google-analytics-advanced-segment/

https://www.google.com/analytics/web/importing#importing/?_.objectId=ZxnJCS1rRuiJ1Zu-SMmHQg&_.selectedProfile=

https://www.google.com/analytics/web/importing#importing/?_.objectId=ZxnJCS1rRuiJ1Zu-SMmHQg&_.selectedProfile=

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Exclude Bot Traffic Filter

• Find more here: http://www.lunametrics.com/blog/2013/09/05/filter-bots-google-analytics/

http://www.lunametrics.com/blog/2013/09/05/filter-bots-google-analytics/



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Is there still any Bot traffic left??

• Step 1: creating a user defined report

• Step 2: open report -> additional filters > new sessions greater than 99% and goal value = 0 with secondary dimension such as city or landingpage -> create link -> send once per week or once a day

• Please see: http://121w.at/6wui

http://121w.at/6wui

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Outline




Questions & Answers


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404 Reports for detecting lost link opportunities

The issue

• broken links (404) are common for (big) websites

• 404 means that the server could not find the requested ressource

• In terms of SEO 404 could be a hint that somebody was placing a link on to your website but the link is not working

• Solution: 301 the link or ask the source for correcting the link

• How can analytics help?

Imagesoruce: http://www.magentocommerce.com/magento-connect/404-replacement-with-301-redirect-to-homepage.html

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404: Requirements

• Minimum: you have a 404 error page

• Better: you have a well-designed 404 error page

must exist

• Even better: You have a clear pattern in your page

title, i.e. page not found, 404 etc.

• Optimal: you have a well-designed 404 error page

, set up with a Google Analytics tracking code and

a unique website title (e.g. 404, page not found, etc.)

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User-defined Report: Possible Solution

https://www.google.com/analytics/web/template?uid=Otr3CXphT3mVH9Pl0M4RoQ

https://www.google.com/analytics/web/template?uid=Otr3CXphT3mVH9Pl0M4RoQ

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As an extra: Creating a 404 Intelligence Event

• aim: being alerted about potentially increasing error sources

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Outline




Questions & Answers


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Search is very important

% Search

88,13%

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But the bounce rate is very high!

Bounce

83,97%

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People are just leaving!

Time on Site

00:00:39

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Pageviews / Visit

1,37

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How Big Was the Lost of Visibility?

http://121w.at/7ssx

By approximately by how much decreased the visibility of the domain wer-weiss-was.de between August 2011 and today? Wer weiss was is a german Q&A Portal like yahoo answers

http://121w.at/7ssx

http://121w.at/7ssx

http://www.wer-weiss-was.de/



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Visibility Development wer-weiss-was.de

• http://suite.searchmetrics.com/en/research?url=wer-weiss-was.de#filter={"filter_home_chart":{"fxch":"organicpaidvisibility"}}

http://suite.searchmetrics.com/en/research?url=wer-weiss-was.de#filter=




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Outline




Questions & Answers


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So my website is the next panda victim?

75,32 %?

74,32 %?

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>93% bounce rate. What is going wrong?

• Stop Facebook Ads right away?

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What is the bounce rate?

• Bounce rate is the percentage of single-page

sessions ->

https://support.google.com/analytics/answer/100940

9?hl=en

• For a more detailed and exact definition please have

a look over here

• But impacting factors on bounce rate are i.e.

traffic source, page concept, relevancy, are you a

brand ...

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Send event after 75s

• But what if you knew, how many of

your visits are really engaging

with you website, and how many

are really bouncing?

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Implementation Option 1: Tracking Code

• Step 1: Google Analytics tracking code -> setTimeout (this example showcases the new Universal Analytics tracking code)

• Step 2: definition of the event as a goal

• Step 3: analyse „low performer“ pages report with segment „organic traffic“

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Implementation Option 1: Tracking Code

• Step 1: Google Analytics tracking code -> setTimeout (this example showcases the new Universal Analytics tracking code)

• Step 2: definition of the event as a goal

• Step 3: analyse „low performer“ pages report with segment „organic traffic“

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Option 2: True Reader via Google Tag Manager

step 1: timer listener

Step 2: timer listener -> event

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Option 2: True Reader via Google Tag Manager

Step 3: set up event in Analytics with a goal

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Summary

• Data is becoming more & more interesting for

SEO Analysis

• User signals are more and important for

Google‘s Algo

• Google Analytics helps to analyse user

engagement

• Detecting lost link oppurtunities

• For properly analysing data, data quality

must be good so best clean up your data

• Exclude referral spam

• Exclude bot spam

• Attribute organic traffic correctly

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Resources

• Default Search Engine List - http://goo.gl/1tRLaf • Excluding Bot Traffic - http://goo.gl/LMvW3g • Common Internet Service Providers in Google Analytics and an

Advanced Segment to Filter Them Out - http://goo.gl/RU5o23 • Download Advance Segment Report to Filter major ISP -

http://goo.gl/XuC2KW • Excluding Bot Traffic Filter - http://goo.gl/GpruSS • Download 404 Custom Report - http://goo.gl/FTpZor • Search Analytics Tool Used - http://goo.gl/qJFmQK

• Watch Full SEO & GA Webinar Video

http://goo.gl/1tRLaf

http://goo.gl/LMvW3g

http://goo.gl/RU5o23

http://goo.gl/XuC2KW

http://goo.gl/GpruSS

http://goo.gl/FTpZor

http://goo.gl/qJFmQK

http://www.tatvic.com/webinar/seo-google-analytics-benefit/?utm_source=seo_ga_webinar&utm_medium=link&utm_campaign=slideshare

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Upcoming Webinar

Everything You Need to Know about Mobile App Analytics

When: 28th April, 2015 – 3 PM IST

You’ll learn:• How to do Campaign Tracking• How to do Mobile App Uninstallation Tracking• How to integrate Google Analytics & Play Store Analytics?• Checklist: Things to Track while Implementing Mobile App Tracking

Register/ Watch Here

http://www.tatvic.com/webinar/mobile-app-analytics/?utm_source=seo_ga_webinar&utm_medium=link&utm_campaign=slideshare

http://www.tatvic.com/webinar/mobile-app-analytics/?utm_source=seo_ga_webinar&utm_medium=link&utm_campaign=slideshare

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Upcoming Webinar

How to Measure the Effectiveness of Print Media Advertising

When: 26th May, 2015 – 3 PM IST

You’ll learn:• Impact of Print Media Advertising on Your Website Traffic• Which Print Media Platform gets most traffic• How Long a user engages with your website once the advertisement is published

Register/ Watch Here

http://www.tatvic.com/webinar/measure-effectivenes-print-media-advertising/?utm_source=seo_ga_webinar&utm_medium=link&utm_campaign=slideshare

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Alexander HollTwitter: @121WATTT

Ravi PathakTwitter: @ravipathak

Thank You!

Data & Analytics

How to Use Google Analytics to Drive SEO Benefit?