Analytics for International Scenarios

Analytics forInternational Scenarios

Ani Lopez

Analytics Consultant &

Senior SEO Strategist

twitter @anilopez

linkedin.com/in/anilopez

[email protected]

www.CardinalPath.com

International Traffic AnalysisIt is not only the data you getbut how your questions torture it

Today’s Menu

• Going International? Search for outliersTraffic analysis

• Country Specific Search Engines in Organic TrafficFilter

• Adding Search Engines to Google AnalyticsTracking code tweak

• Tracking Search Engine Bots in Google AnalyticsCode Hack + Filters

Analytics for International Scenarios

Going international?Search for outliersDebunk assumptions

Internet, borderless world The goodPolitical borders don't necessarily limit your growth

The bad You can not avoid having traffic from countries you don't target, this means:

OpportunitiesSomething is wrong

Internet, borderless world The goodPolitical borders don't necessarily limit your growth

The bad You can not avoid having traffic from countries you don't target, this means:

OpportunitiesSomething is wrong

Analysis!!

Revenue by CountryTypical report, not much insight

What you expect Country - site alignment

Americans mysite.comBritish mysite.co.ukAustralians mysite.com.au

Language/s - site alignment

English visitors mysite.ca/en/French visitors mysite.ca/fr/

Search Engines, sometimes,don’t help3 examples of organic results messed up regarding location while Adwords works fine

query at Google USFrom Canada

1st result UK site

query at Google Spain,1st result Argentinean site

Search for “google guatemala”at Google Spain From Spain1st result Google Uruguay !!

Country - Site AlignmentCompany having sites for Spain andLatin American countries, ccTLDs.

Spain's site:How much traffic coming from LatAm?Traffic coming from else where?

Language/s - Site Alignment Outliers? Can we do it better?

Region - Language AlignmentHispanic population distribution in the US

Can we get better alignment?Does it tell you something?

Latinos using English browsers

Country SpecificSearch Enginesin OrganicTraffic

Picture by http://www.flickr.com/photos/fotorita//

SE with Local versions

google.co.in google.com.mxyandex.ru yandex.com

SE with Local versions • Create a separate profile (best practice)• Filter only Organic traffic• Add filter

SE with Local versions

google.co.in google.com.mxyandex.ru yandex.com

Adding Search Engines to Google Analytics

Picture by http://www.flickr.com/photos/soulsister/

Is Google King?

• Not everywhere• Local Search Engines count too• LSE provide valuable insight (keywords)

GA includes some local SE like:• Yandex, Rambler, Russia• Baidu, China• Naver, South Korea• Seznam, Czech Republic

Which ones are included?List of sites included as Search Enginesin GA at GA Help (outdated) otherwise they count as referrals

http://www.google-analytics.com/ga.js code

https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingTraffic

http://www.google-analytics.com/ga.js



Popular South Africa's search engine

http://ananzi.co.za/saweb?q=south+africa++electric+plug+type

_gaq.push(['_addOrganic', 'ananzi.co.za', 'q']);

Popular in Egypt, Saudi Arabia, UAE

_gaq.push(['_addOrganic', 'arabo.com', 'keywords']);

Tweak GA Tracking code

Local SE in GA

Tracking Search Engine Bots in GoogleAnalytics

Picture by http://www.flickr.com/photos/99411713@N00/

Tracking Bots in GAEvery journey of a page towards SERPsstarts with a Search Engine bot visit

• Which bot visits which pages?• How frequently a bot visits your site?• How frequently a bot visits the same page?• Time that takes a bot to discover content?• Regional origin of the bot visiting the site• Country specific bot to language alignment



Common SEO



International SEO

• Download PHP script http://ow.ly/bpFMP implement it in your CMS & configure

• Create a new ‘Only Bots’ profile in GA• Apply ‘Include only bots’ filter to ‘Only Bots’

profile

http://ow.ly/bpFMP

http://ow.ly/bpFMP

• Apply ‘Exclude bots’ to your master profile

Bot’s Country of Origin

Country specific botto language alignment

Going FurtherUse Google Analytics API to export data• Correlate more metrics/dimensions in once

• Pages• Visits / Conversions• Countries / Languages• Keywords• Bots

• Deeper analysis• Better understanding of your audience

ThanksAni Lopez

Analytics Consultant &

Senior SEO Strategist

twitter @anilopez

linkedin.com/in/anilopez

[email protected]

The content of this presentation is under Creative Commons Copyleft License

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You are free:To Share: to copy, distribute and transmit the workTo Remix: to adapt the work

Under the following conditions:Attribution: You must attribute the work in the manner specified* by the author**or licensor (but not in any way that suggests that they endorse you or your useof the work)

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*a link to http://dynamical.biz/blog/ would be great, thanks** Ani Lopez

Analytics for International Scenarios

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