ANALYST IN A CANA self-administered SEO colonoscopy using GA, Excel & a stick to bite on.

Going From This . . .

. . . To This

Data Overload

Apples and Oranges

PROCESS

Part I: Calculate PenetrationPart II: Gather Variable DataPart III: Put them Together and PlotPart IV: Impact the Variable

PART I: CALCULATE PENETRATION

wtf is Local?

What your Site thinks Local Means

What your Site Thinks Local Means

What Urbanspoon Thinks Local Means

What Avvo thinks Local Means

What Zillow Thinks Local Means

What Yelp Thinks Local Means (hmmmmm)

What GA thinks Local Means

1. Filter your GA Data

2. Download GA Data

5. Change 500 to 10000

1. Sort by City

3. Specify show rows = 500

4. Find table.rowCount%3D500 in URL

6. Export CSV

2. Ad “Region” as Secondary Dimension

3. Download Population Data

URL: http://ezlocal.com/blog/post/Top-5000-US-Cities-by-Population.aspx

4. Clean Up Data in Excel

Key Excel Functions

• LEN – count number of characters in a cell• LEFT – define number of characters in a cell to

display (from left) • CONCATENATE – put two cells together• SEARCH – find position of a specific character

within a cell (from the left)

Clean Up Data Examples (City)

Clean Up Data Examples (Metro)

5. Standardize local and move data to same Worksheet

6. Merge Data (Vlookup crash course)

1. Sort Metro’s by Ascending order

2. Add column for population

3. Vlookup your metro

Merge Data

4. Table Array – where you are looking for the data

5.Define column w/data and use FALSE if you haven’t sorted by ascending

Merge Data6. Add strings so you can pull down

7. Pull down -

8. Calculate Penetration

Warning: Exogenous Variables

Warning Example:Country as an Exogenous Variable

Penetration List

PART II: GATHER VARIABLE DATA

9. Gather Variables

• Use the URL’s to assess effectiveness of:– Inbound links• Volume• Domain diversity• Quality (links with higher rank in Majestic or SeoMOZ)• Local (through IP ID)• Anchor text matching• The latest blackhat technique your executive team

dreamed up– Social– Long Tail: # of indexed pages

Gather Variables: Social

Gather Variables: Local Links

PART III: PUT THEM TOGETHER AND PLOT

10. Calculate Correlation Coefficient

Correlation Coefficient Warnings

• Causation vs. Correlation• Correlation between variables

11. Plot It via Scattergraph

PART IV: IMPACT THE VARIABLE

12.Impact the Variable

Stay In Touch

Conrad SaamAtticus Marketing206 486 2087@conradsaam

Slides available at:www.atticusmarketing.com/slides