Google Analytics & Search Engine Marketing Trends Roundtable
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Transcript of Google Analytics & Search Engine Marketing Trends Roundtable
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THE FRESH INTELLIGENCE ROUNDTABLE SERIES
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THE FRESH INTELLIGENCE ROUNDTABLE SERIES
I Search, You Search: Search Smart • Search Engine Optimization (SEO)
• Paid Search Advertising
• Local Search Optimization
• Social Media Marketing • Review Monitoring & Management
• Mobile Advertising & SEO
• Video Optimization • Display/Banner Planning & Placement
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Kate Hamilton-Miller • Graphic Design & PR Background
Started Digital Marketing, 2004
Joined Search Smart in 2008
Certifications
Google Professional
Bing Ads Professional
Social Media Strategist
Memberships
SEMPO
National Association of Professional Women (NAPW)
Women Centric
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Q: Google still dominates as the top search engine, but how do others like Yahoo & Bing compare?
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Current Search Share
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Q: Are the other search engines important or should businesses just focus on Google?
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The Value of Yahoo & Bing
Yahoo + Tumblr
Bing + Facebook
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Q: Have there been any recent algorithm changes? Is Google considering anything new when ranking
web pages?
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Periodic Table of SEO Success Factors*
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SEO Success Factor: Social Signals
Active social profiles Likes Followers Favorites Retweets Mentions Unique external content
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SEO Success Factor: Trust/Authority Google Authorship
Associated with individual profiles Rel=author
Google Publisher Connect your website to blog content Rel=publisher
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SEO Success Factor: Mobile Smartphone and Tablet traffic to websites is increasing*
Audience>Mobile>Overview Audience>Mobile>Devices
Is your content mobile friendly?
Length Layout Structure Calls to Action
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SEO Success Factor: Mobile
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Healthcare Clients 30-45% of all traffic
Professional Services 10-15% of all traffic
Ecommerce 25-40% of all traffic
B2B 5-15% of all traffic
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Q: It sounds like algorithm updates are going on regularly, whether we hear about them or not –
Is that correct?
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On-going Algorithm Changes
Panda Everflux (#25)
Press Release “No Follow” Links
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Q: As the ranking algorithm is updated, how has the search results page (SERP) changed?
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Google+ Reviews Pop-up Overlay
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Google Organic Search Sitelinks
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Bing Deep Links & Sub-Level Links
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Q: How many people here use Google Analytics on their website or blog?
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Q: As SEO has become more complex, we’re actually getting less information from Google and it’s
become harder to track where a site ranks for a particular keyword or phrase. Can you tell us why
that is?
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‘Not Provided’ Organic Search Data
October 2011: ‘Not Provided’ begins to appear Withholds data associated with secure search
March 2012: Searchers on Google properties (not Google.com) are routed through secure search
July 2012: Firefox 14 launches with Google secure search for all searches
September 2012: Safari in iOS6 begins using Google secure search.
January 2013: Chrome moves to secure search
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‘Not Provided’ Organic Search Data
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‘Not Provided’ Organic Search Data
% of traffic reported as ‘not provided’ varies by industry and target audience
A recent report* found on average 49% of traffic was reported as ‘not provided’
% of ‘not provided’ tends to be higher for the technology industry and some individual blogs
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Q: So how can people get the most out of their Google Analytics account?
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Enhance Your Google Analytics Data
Webmaster Tools
Tracking URLs for all marketing
AdWords Auto-Tagging
Linked Accounts
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Q: What other reporting options are there?
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SEO Reporting Options
Moz.com
Majestic SEO
Screaming Frog
Raven Tools
Market Samurai
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Q: We’ve spent a lot of time discussing Organic Search, but Google Analytics reports on all traffic
sources. What other tips do you have for getting the most out of the information available?
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Advanced Segments
Default All Visits New Visits Returning Visitors Paid Search Traffic Non-paid Search Traffic Search Traffic Direct Traffic Referral Traffic Visits with Conversions Visits with Transactions
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Default Mobile Traffic Tablet Traffic Mobile & Tablet Traffic Tablet & Desktop Traffic Non-Bounce Visits
Custom (Define your own)*
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Advanced Segments
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THE FRESH INTELLIGENCE ROUNDTABLE SERIES
Advanced Segments
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Assisted Conversion
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Top Conversion Paths
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Key Takeaways Offset impact of ‘Not Provided’ Google Analytics data by
linking your Webmaster Tools account and using 3rd party tools
Setup Google+ Profile & Authorship
Track Everything!
Use advanced segments & create your own custom segments
Review assisted conversion data & top conversion paths to define true value of marketing efforts
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Thank You! Kate Hamilton-Miller [email protected] @KateHMiller
Presentation Available: http://slidesha.re/194Yak6
Search Smart Marketing www.isearchsmart.com
@iSearchSmart Facebook.com/SearchSmartMarketing
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APPENDIX Google Analytics & Search Engine Marketing Trends
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Analytics Terminology Tracking Code
JavaScript placed on each page of your site
Tracking URL Web Address of the page on your site you want to direct visitors to
+ relevant marketing info
Campaign Marketing initiative; Email Blast; Paid Search Ads
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Periodic Table of SEO Success Factors
The Periodic Table was created by Search Engine Land; copyright Third Door Media
Access a full copy of the periodic table here: http://selnd.com/1aAdyXE
Also checkout the companion guide and explanation here: http://slidesha.re/1deevG1
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Pulling Mobile Reports in Google Analytics
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Google Analytics ‘Not Provided’ Report
Looking at the latest quarter of BrightEdge data on over 8,400 brands, 56% of traffic to technology sites are coming from Google secure search. This represents the highest reach for secure searches.
BrightEdge posited this could be related to the fact that brand in that industry tend to market to a savvier audience, who would be more likely to opt into secure search even if it was not the default setting for their browser
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Google Analytics ‘Not Provided’ Report
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Source: BrightEdge ‘Not Provided’ Report; August 2013
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Google Analytics ‘Not Provided’ vs. Webmaster Tools Top Search Queries
Google Analytics Webmaster Tools
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Google Analytics Setup Free account
www.google.com/analytics
Link to AdWords
Adwords.Google.com
Webmaster Tools Integration www.google.com/webmasters/tools
Define Goals and Conversion Funnels
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USE THE SAME LOGIN
ACROSS ALL
GOOGLE PRODUCTS
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Analytics Tracking – Tag Everything! What
Pay-Per-Click (CPC) Email Social Buttons, Posts Display
How AdWords Auto-Tagging
Tracking URL Generator
SEARCH: Google Analytics Tracking URL Builder
http://support.google.com/analytics/answer/1033867?hl=en
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AdWords Auto-Tagging Login to AdWords
My Account > Preferences
Edit, Check Destination URL Auto-Tagging
Save Changes
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AdWords Auto-Tagging
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Creating A Conversion Funnel Log into Analytics & click admin button Select your profile (www.website.com) Goals tab Click Create A Goal button
Or select a goal you wish to edit
Enter Goal Description Add URL of conversion page under Goal Details Turn Funnel button on Enter each step of the conversion process you wish to track Note whether a step is required
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Creating A Conversion Funnel
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Click Admin Button
Select Website Profile
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Creating A Conversion Funnel
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Select One to Begin Funnel
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THE FRESH INTELLIGENCE ROUNDTABLE SERIES
Creating A Conversion Funnel
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THE FRESH INTELLIGENCE ROUNDTABLE SERIES
Creating A Custom Segment
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THE FRESH INTELLIGENCE ROUNDTABLE SERIES
Creating A Custom Segment
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Creating A Custom Segment Log into Analytics & click into your profile
Select Advanced Segments
Select New Custom Segment
Name your segment (Be specific)
Define what you are looking for using dropdown menus with and/or statements
Test to make sure all data is pulling appropriately
Save segment
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