Embed Size (px)
DESCRIPTION
Relax, (not provided) data is not the end of the world. In this presentation from SMX West 2012 on "Life in a (not provided)" world I offer some work-a-rounds and alternative approaches within Google Analytics to keyword data and branded vs. non-branded search metrics, along with some custom segment suggestions and a quick look at mobile data, which mostly does not include (not provided).
Citation preview
Life In A [Not Provided] World Presented by Max Thomas | March 1, 2012
First Off, Who Am I?
• Name: Max Thomas • Title: President • Company: Thunder SEO
• TwiNer: @ThunderMax • LinkedIn: linked.in/maxthomas • Read My Posts: bit.ly/max-‐blog
Miranda = Google
White Hat SEOer
Speechless = (not provided)
Focus On Analy[cs
You’re Right…It’s Not Perfect
SEO KPI
Branded vs. Non-‐Branded Search
Overall Non-‐Branded Search Ra[o
Non-‐Branded Organic Search less (not provided) / All Organic Search less (not provided)
Locate Organic Search Traffic & (not provided)
Custom Segment To Filter Branded Keywords
Include Medium “Organic” In Custom Segment
Overall Non-‐Branded Search Ra[o
Non-‐Branded Organic Search less (not provided) / All Organic Search less (not provided)
4,212 – 541 / 3,346 – 541 =
76%
Here, (not provided) represents 13% of traffic.
Drill Down: Landing Page Search Traffic
Click Select View
Drill Down: Landing Page (not provided)
Home Landing Page Non-‐Branded Ra[o
Home Non-‐Branded Organic Search less Home (not prov) / All Home Organic Search less Home (not prov)
Locate Home Organic Search Traffic
Locate Home Non-‐Branded Search Traffic
Locate Home (not provided)
Home Landing Page Non-‐Branded Ra[o
Home Non-‐Branded Organic Search less Home (not prov) / All Home Organic Search less Home (not prov)
941 – 221 / 1,438 – 221 =
59%
Non-‐Branded Ra[o Comparisons
Overall Site = 76% Home Page = 59%
Treat All Home (not provided) As Branded
• Not Universally Recommended • Check Non-‐Branded Search Ra[o Of Available Keywords First
• If Ra[o Is Very Low, Then Perhaps 100% Branded / 0% Non-‐Branded Is Possible
Site/LP Non-‐Branded Search
LP 1) Home 59%
LP 2) Services Page 99%
LP 3) Services Page 100%
LP 4) Pricing Page 42%
LP 5) Informa[ve Content 100%
LP 6) Informa[ve Content 88%
LP 7) Contact 6%
LP 8) Informa[ve Content 100%
LP 9) Infographic 94%
LP 10) Informa[ve Content 94%
Non-‐Branded Ra[os By Landing Pages (LP)
44% Weighted Average
62% Of Search Traffic
Site/LP Non-‐Branded Search
% (not provided)
Overall 76% 13%
LP 1) Home 59% 15%
LP 2) Services Page 99% 9%
LP 3) Services Page 100% 9%
LP 4) Pricing Page 42% 12%
LP 5) Informa[ve Content 100% 9%
LP 6) Informa[ve Content 88% 15%
LP 7) Contact 6% 10%
LP 8) Informa[ve Content 100% 6%
LP 9) Infographic 94% 6%
LP 10) Informa[ve Content 94% 9%
Non-‐Branded Ra[os By Landing Pages (LP)
Conversions Non-‐Branded Ra[o
Completed Goals Non-‐Branded Organic Search less Comp Goals (not prov) / All Completed Goals Organic Search less
Comp Goals (not prov)
38%
Non-‐Branded Ra[o Comparisons
Overall Site = 76% Home Page = 59%
Top 10 Landing Pages = 44% Conversions = 38%
Handy Dandy Spreadsheet
Blue = Input
Mobile & (not provided)
Mobile Vs. Desktop Non-‐Branded Search
Desktop Mobile
Overall 53% 50%
LP 1 – Home Page 16% 14%
LP 2 – Content 7% 5%
LP 3 – Product 59% 63%
LP 4 – Careers 6% 6%
LP 5 – Management 6% 3%
LP 6 – Product 16% 7%
LP 7 – Product 30% 29%
LP 8 – Career 99% 99%
LP 9 – Product 19% 24%
LP 10 -‐ Product 4% 0%
Spreadsheet & Steps
Visit Following URL To Download Spreadsheet & Steps:
bit.ly/thunderseo-‐smx
