Using Google Analytics for SEO Reporting in a (not provided) World

transcript

Google Analytics for SEO

In a (not provided) World

Photo Credit: Romeodesign via Compfight

Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO

Your Guide

Jeff Sauer Marketer and Entrepreneur Jeffaly>cs Minneapolis, MN, USA google.com/+JeffSauer

It Was Cold Earlier This Month

From the Land of the Polar Vortex

I’m From Here

Cold in Any Measurement System

This is my Warm Weather Vacation

Google Analytics is Like Othello

A Second to Learn A Lifetime to Master

A Mile Wide and a Mile Deep

Each Element Means Something

USING THE PERIODIC TABLE TO LEARN SEO IN GOOGLE ANALYTICS

Photo Credit: dleiva via Compfight

FIRST, (NOT PROVIDED)

Once Upon a Time I Said…

“SEO is Analytics”

Jeff Sauer in 2009

Rich Keyword Reports in 2009

Rich Data Going Away

~50% of Keywords Not Provided in 2013

(Not Provided) Soon to be 100%

100% of Keywords will be (Not Provided) in >me

What Causes (Not Provided)?

Should we move to an all HTTPS web?: h=p://yoast.com/web-‐h=ps/

(Not Provided) Hurts SEO

We Are All Mad, But Life Goes On “Initially, I was a little conflicted about the whole not provided affair… I'm a lot less conflicted now… While not provided is not an optimal scenario, you'll see that things are not as bad as initial impressions might indicate”

Avinash Kaushik October 2013 bit.ly/1a0L8HH

In Other Words

WAYS AROUND (NOT PROVIDED)

Photo Credit: One_Penny via Compfight

ORGANIC SEARCH REPORTS

Organic Search Still a Channel/Medium

Organic Search Traffic is S>ll Available as a Channel

Organic Search Still a Channel/Medium

Organic Search Traffic is S>ll Available as a Channel

Organic S>ll Available as a Medium

You Can Still Measure Traffic Trends

Traffic Comparison by Date S>ll Works Great!

LANDING PAGES

Now I Am Saying…

“If your Organic landing page metrics are bad, then the keyword doesn’t maeer”

Jeff Sauer, Today

Organic Landing Pages Not Exactly a Keyword, but

S>ll Preey Awesome!

SECONDARY DIMENSIONS

Landing Page as Secondary Dimension

No Keyword Provided?

No Problem

FILTER YOUR DATA

Ugly Not Provided Keywords

What Does it Mean?

Filter Data to Include Landing Page

How to steal some 'not provided' data back from Google: h=p://econsultancy.com/blog/8342-‐how-‐to-‐steal-‐some-‐not-‐provided-‐data-‐back-‐from-‐google

Landing Page As Keyword Proxy

Not Perfect, but Much Beeer!

MULTI CHANNEL FUNNELS

How Organic Search Contributes Sales

How Organic Assists Sales

WEBMASTER TOOLS

Google Webmaster Tools Reports

Google Webmaster Tools Reports BeauLful (and Increasingly More Accurate) Search Data!

Setting Up Google Webmaster Tools

Set Up Webmaster Tools Data Sharing

Edit Webmaster Tools Settings

Select Webmaster Tools Property

Select Your Site

Save Progress

GWT Data Accuracy Improvements

More detailed search queries in Webmaster Tools: h=p://googlewebmastercentral.blogspot.com/2014/01/search-‐queries-‐not-‐rounded.html

DEMOGRAPHICS

Enable These and Update Your Tracking Code To include dc.js

View ABC Reports by Demographic

Performance by Age

Add a Secondary Dimension Only Show

Organic Search

Add a Secondary Dimension

Understand Key Search Demographics

ADWORDS PAID AND ORGANIC REPORT

View AdWords and Organic Side by Side

How to Use Google AdWords Paid & Organic Report (Lunametrics): h=p://www.lunametrics.com/blog/2013/09/16/adwords-‐paid-‐organic-‐report/

DASHBOARDS

Not Provided Kit

Not Provided Kit: h=p://notprovidedkit.com/

Install Segments, Reports, Dashboards

Custom (not provided) Dashboard

Google Analytics Gallery

Google AnalyLcs SoluLons Gallery: h=ps://www.google.com/analyLcs/gallery/

STEPPING OUTSIDE OF GOOGLE ANALYTICS FOR MEASUREMENT

Utilize Rank Tracking

Google Trends

Google Trends: h=ps://www.google.com/trends/

Gauge Keyword Interest Over Time

Thank You!

Jeff Sauer Marketer and Entrepreneur Jeffaly>cs Minneapolis, MN, USA google.com/+JeffSauer

Using Google Analytics for SEO Reporting in a (not provided) World

Marketing