Deep Dive with Organic Traffic. PPT from Seby, Nabler in Web Analytics Session TFMA India

The Digital Analytics Company www.nabler.com

www.nabler.com

Deep dive with organic traffic data Seby Kallarakkal


•  What kind of pages are getting traffic? Is there a trend here?

•  Google’s algorithm changed. What type of pages got impacted?

•  I tried 3 different strategies on 3 different set of pages to get organic traffic. Which one is working?

•  Is short page better or long page?

•  Does using images help me get more organic traffic?

•  Has new pages added in the last quarter bring in significant traffic? Are we still getting most of our organic traffic from pages older than a year?

•  For the new pages, what strategy do we use for on-page optimization?

Questions we are going to try and answer

2


•  Use data to form opinions and take decisions

•  Access to a tool like Google Analytics (other web analytics tools should also work)

•  Proficiency in Excel (pivots, lookup, etc.)

•  Excellent Analytics add-on – for the advanced level (or you could write your own code)

•  PowerPivot add-on – for the advanced level (or you could use a relational database)

•  Understanding of the site / URL structure

•  Understanding of the business to create the right kind of classification

Approach / Assumptions

3


•  You will start using custom reports

•  You will start to classify your keywords and landing pages

•  You will explore tools like Excellent Analytics and PowerPivot

•  You will look at data as well before tweaking your SEO strategy

What I’m hoping for by end of this session

4


Let’s start diving

5


Data Aggregation

•  Extracting the required data from different sources

Exploration & Coding

•  Exploring the data and forming hypothesis

•  Organizing data into logical groups

Data Warehouse

•  Building an integrated repository by inter-linking the various datasets

Analysis & Reporting

•  Analyzing the data to identify patterns

•  Answering business questions

Action & Review

•  Presenting action points to various stakeholders

•  Measuring and reporting the impact of actions

The Methodology

Degrees of complexity •  Basic - Create custom reports in Google Analytics, export to Excel and analyze •  Advanced - Use Excellent Analytics add-on to export data and use PowerPivot add-on for creating relational

tables

6


Level 1 - Basic Exporting custom report from Google Analytics

7


Step 1: Create custom report in Google Analytics

8

Metrics •  Visits •  Goal completions •  Page value •  Page views •  Bounces •  Revenue Dimension •  Keyword

Choose secondary dimension as “landing page”


Step 2: Export to Excel

9

Trouble with export

Change show rows to 500

Hunt for number 500 in the URL

Change this to a larger number


Step 3: Pivot and generate distinct list of kw and landing pages

10


•  Why? –  Keywords and landing pages are in thousands or in hundred thousands –  Top 20 kind of list is not very useful

•  What is it? –  Tagging a keyword / landing page based on a business rule (Example – branded / non branded)

•  How? –  Automatic / semi-automatic (macros, if conditions, etc.) –  Manual (requires a human to read and tag) –  Using a lookup from other tables (list of branded words, page upload history, output from SEO tool) –  Custom variables

Step 4: Coding / Classification

11


Example: Software services company

12

Number of words 1, 2, 3, 4, 4+

Keyword No. of words Software consulting services 3 Website designers 2 Cloud computing software as a service 4+ Software service 2

No. of words Visits Goal completions

Page value PV / visit Bounce rate Revenue

1

2

3

4

4+


Other possible classifications for keyword

13

Contains “software” Yes, No

Branded Yes, No

Contains “service” Yes, No

Contains “solutions” Yes, No


Possible classifications of landing page

14

Type of page Home page, Article pages, White paper, Case studies, Service pages , About us pages, Others

Offering type Service based, industry based

Technology Cloud services, Interactive, Infrastructure, Java, Microsoft, Mobility

Services Application development, Independent testing, BPM, Product engineering

Age of the page < 30 days, between 30 & 90, between 90 & 180, between 180 & 365, > 365 days

SEO strategy Strategy A, strategy B, Strategy C

Length < 200 words, between 200 & 400, > 400 words


Possible classifications of landing page for ecommerce site

15

Type of page Home page, Category page, Product detail page, Support page, Others

Category Books, Computers, Cameras, Watches, etc.

Sub category Personal care, makeup, fragrances, etc.

Brand SanDisk, Transcend, HP

Capacity 2 GB, 4 GB, 8 GB


How coding looks

16


Use vlookup and extend the original table

17

Extending the table Original export from GA


2 different ways of looking at organic traffic data

18

!"#$%&'%#()$% *+,+-,% .&(/%0&1#/$2&3,% 4()$%5+$6,% 7%5+,+-,% 0&35$8,+&3%!"#$% &'(((% &&((% &)*((% '+,% *,%-./01$% &)(((% 2((% '((((% 32,% 3,%4567$%898$.% 2:;)% 3+:% &'3+:% &3,% :,%<9=$%=7>?@% +'3+% ''(% );2:% ),% :,%-A">7%>=% &*((% &((% 3(*;% +,% :,%B75$.=% ;'))% )(% *)((% &:,% &,%

!$093&/&)"% *+,+-,% .&(/%0&1#/$2&3,% 4()$%5+$6,% 5+,+-:,9(8$% 0&35$8,+&3%<1">?%=$.C60$=% :+((% 2(% )(((% 3),% &D&,%EF7$.90/C$% &+((% '(% '(((% &(,% &D+,%EFG.9=7.>07>.$% )((% )(% &'((% 2,% &(D(,%H9C9% '*((% )(% 3+:(% '(,% 'D),%I60."="J% 3'((% *:% +:((% '3,% 3D(,%I"A6167@% :((% &(% ):+% +,% 'D(,%


Another 2 examples

19

;)$%&'%-9$%#()$% *+,+-,% .&(/%0&1#/$2&3,% 4()$%5+$6,% 5+,+-:,9(8$% 0&35$8,+&3%K3(%?9@=% '2((% &&:% 23:;% :,% +D+,%3(%9F?%*(% ')((% *(% +3((% 2,% 3D',%*(%9F?%&)(% )*((% 3((% &&'((% &),% 3D+,%&)(%9F?%32:% &'3((% ;2(% &)2((% ':,% 2D',%L32:% '3+((% *)(% 3'+:(% +;,% +D',%

<=>%<-8(-$)"% *+,+-,% .&(/%0&1#/$2&3,% 4()$%5+$6,% 5+,+-:,9(8$% 0&35$8,+&3%M7.97$N@%-% '&:((% )((% '2:((% +3,% 3D;,%M7.97$N@%O% &2:((% :'(% &)3((% 33,% 3D',%M7.97$N@%-% &':((% +)(% &:*:(% ':,% 3D),%


•  Create custom report

•  Export all the data

•  Pivot and create distinct keywords and landing pages

•  Classify the keywords and the landing pages

•  Use lookup function to extend the original table

•  Start building pivots and explore the data

Summarizing!.

20


Level 2 - Advanced Excellent Analytics, PowerPivot (or equivalent)

21


•  No trending, since you are exporting data for a specific date range

•  Dealt only with two dimensions – keyword and landing page.

•  Can’t handle additional dimensions like mobile, country, etc.

Some limitations of the basic level

22


•  Excellent Analytics (www.excellentanalytics.com) –  Allows you to export a combination of dimensions and metrics in one go. –  You could also accomplish this by using GA API

•  PowerPivot (www.powerpivot.com) –  Business intelligence solution that sits on top of Excel –  Can handle relationships, calculated measures, etc. –  Alternate tool – Use a relational database like MS SQL / MySQL / etc.

Tools for the next level

23


•  Download and install the tool

•  Launch Excel and you can see EA as an extra tab

•  Enter your GA login/password

•  Build your query by choosing profile / date range / metrics / dimensions / segments and filters

•  For this exercise, I have taken

Step 1: Extract data using Excellent Analytics

24

Dimensions Metrics Keyword Visits

Landing page Bounces

Country Goal completions

IsMobile

Date Or write your own code and use API


Output File

25


•  Pivot and extract distinct list of keywords and landing pages

•  Put that in another sheet and code both of them

•  Now you have 3 sheets – raw data, coded keywords data and coded landing pages list

Step 2: Pivoting and coding

26


Step 3: PowerPivot

27

Or use a regular relational database like MS SQL or MySQL


Step 4: Import data and link the tables

28


Step 5: Start building pivots

29


Sample pivot

30


0

500

1000

1500

2000

2500

Visi

ts

Strategy A Strategy B Strategy C

3 different SEO strategies applied

31


0

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

377

372

401

449

485

804

711

611

634

868

757

781

686

565

395

257

490

619

609

670

591

747

642

786

778

822

824

742

732

498

565

747

814

791

752

660

670

716

614

616

585

537

555

639

588

503

488

442

424

465

532

488

439

454

557

624

Visi

ts

30 and 90 90 and 180 180 and 365 > 365

Age of the page

32


•  Start using custom reports

•  Start classifying your keywords and landing pages

•  Explore tools like Excellent Analytics and PowerPivot

•  Look at your data as well, before tweaking your SEO strategy

Concluding

33


Nabler Web Solutions Pvt. Ltd. Level 1&2, Corporate Court, No. 15, Infantry Road, Bangalore - 560001, Karnataka

Phone : +91-80-4937-2900 Fax : +91-80-254-24367 [email protected]

Thank You

Nabler LLC 8410 Pit Stop Ct. Concord North Carolina 28027

Phone : 347-809-3323 Fax : 646-619-4979 [email protected]

The Digital Analytics Company www.nabler.com 34

Date post:	14-May-2015
Category:	Education
Upload:	suresh-babu
View:	1,062 times
Download:	6 times

Deep Dive with Organic Traffic. PPT from Seby, Nabler in Web Analytics Session TFMA India

Education