Deep Dive with Organic Traffic. PPT from Seby, Nabler in Web Analytics Session TFMA India
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Transcript of 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
The Digital Analytics Company www.nabler.com
• 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
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The Digital Analytics Company www.nabler.com
• 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
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The Digital Analytics Company www.nabler.com
• 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
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The Digital Analytics Company www.nabler.com
Let’s start diving
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The Digital Analytics Company www.nabler.com
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
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The Digital Analytics Company www.nabler.com
Level 1 - Basic Exporting custom report from Google Analytics
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The Digital Analytics Company www.nabler.com
Step 1: Create custom report in Google Analytics
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Metrics • Visits • Goal completions • Page value • Page views • Bounces • Revenue Dimension • Keyword
Choose secondary dimension as “landing page”
The Digital Analytics Company www.nabler.com
Step 2: Export to Excel
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Trouble with export
Change show rows to 500
Hunt for number 500 in the URL
Change this to a larger number
The Digital Analytics Company www.nabler.com
Step 3: Pivot and generate distinct list of kw and landing pages
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The Digital Analytics Company www.nabler.com
• 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
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Example: Software services company
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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+
The Digital Analytics Company www.nabler.com
Other possible classifications for keyword
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Contains “software” Yes, No
Branded Yes, No
Contains “service” Yes, No
Contains “solutions” Yes, No
The Digital Analytics Company www.nabler.com
Possible classifications of landing page
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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
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Possible classifications of landing page for ecommerce site
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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
The Digital Analytics Company www.nabler.com
How coding looks
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Use vlookup and extend the original table
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Extending the table Original export from GA
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2 different ways of looking at organic traffic data
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!"#$%&'%#()$% *+,+-,% .&(/%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(,%
The Digital Analytics Company www.nabler.com
Another 2 examples
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;)$%&'%-9$%#()$% *+,+-,% .&(/%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),%
The Digital Analytics Company www.nabler.com
• 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!.
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The Digital Analytics Company www.nabler.com
Level 2 - Advanced Excellent Analytics, PowerPivot (or equivalent)
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• 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
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The Digital Analytics Company www.nabler.com
• 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
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The Digital Analytics Company www.nabler.com
• 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
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Dimensions Metrics Keyword Visits
Landing page Bounces
Country Goal completions
IsMobile
Date Or write your own code and use API
The Digital Analytics Company www.nabler.com
Output File
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• 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
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Step 3: PowerPivot
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Or use a regular relational database like MS SQL or MySQL
The Digital Analytics Company www.nabler.com
Step 4: Import data and link the tables
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Step 5: Start building pivots
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Sample pivot
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0
500
1000
1500
2000
2500
Visi
ts
Strategy A Strategy B Strategy C
3 different SEO strategies applied
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The Digital Analytics Company www.nabler.com
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
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The Digital Analytics Company www.nabler.com
• 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
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The Digital Analytics Company www.nabler.com
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