Improving SEO with analytics

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improve SEOwith analyticsimprove SEOwith analytics

ANI LOPEZ

SEO Manager &Analytics consultantat VKIStudios.com

http://dynamical.biz/blog/http://twitter.com/anilopezhttp://www.linkedin.com/in/anilopez

improve your SEO with analytics

INDEX

1. The most basic2. Keywords analysis3. Content analysis4. Link building5. SEO for images6. International SEO


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the most basic


THE MOST BASICc

rankings are not important any more

so, what is important?

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THE MOST BASICc

conversion& revenue

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THE MOST BASICconversion & revenue

How much does organic traffic convert?traffic should always be related to:

goals• amount of goals• per goal value

e-commerce• revenue• average revenue per transaction

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1


visits from organic dropped down


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but revenue went up!!

THE MOST BASICorganic traffic types

branded (= direct)Users query search engines using brands

palace hotel barcelona, place hotel, ritz barcelona, hotel rich barcelona

non-brandedUsers query search engines using generic terms

hotel luxe barcelone, 5 star hotels in barcelone. best hotel in barcelona

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advanced segments

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non-branded

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branded

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keywords


KEYWORDShow are keywords performing?

typical SEO keywords work

• keywords research and analysis• content pimization• keywords evaluation• repeat previous steps

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KEYWORDSexample: company selling phone &internet services to small business

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top 19 keywords by visits only 5 are related to this company’s services and products.

bad keyword research or bad content optimization

KEYWORDScompare engagement metrics

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apply filters to get the good ones

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high engagement values = good keywords

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contentanalysis


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CONTENT ANALYSISpages yielding search traffic

Organic traffic report : select landing page

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Organic traffic report : select keyword

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Export to spreadsheetCompare to keywords not listed but relevant

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link building


LINK BUILDINGanalyzing link acquisition

Not all traffic at referral report is real one.

Links from emails clicked at web mail like GMail or Yahoo Mail are counting as referral

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SEO for images


SEO FOR IMAGEStraffic from images search engines

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Advanced segment

^(/imgres|/images/view|/images/search)

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/imgres Google Images/images/view Yahoo Images/images/search Bing Images

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international SEO


INTERNATIONAL SEOgeografic origin & language

Advanced segments: language + region / country


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INTERNATIONAL SEOgeografic origin & language

Example: company having sites for Spain andLatin American countries (domain by country).

Spain's site:How much traffic not coming from Spain?(Latin America or else where) 21.65%!!!


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INTERNATIONAL SEOlocal search engines & keywords

Filter: segment keywords bycountry specific Search Engines

• create a new custom filter• check 'advanced'• Field A -> Extract A : Campaign Source : .*• Field B -> Extract B : Referral : ^http://([^/]+) This regular expresion means: everything from 'http://' till the first '/'• Output To -> Constructor : Campaign Source : $B1• Field A Required : Yes• Field B Required : Yes• Override Output Field : Yes


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INTERNATIONAL SEOlocal search engines & keywords


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The content of this presentation is under Creative Commons Copyleft License

Attribution, Share Alike 2.5 Canadahttp://creativecommons.org/licenses/by-sa/2.5/ca/

You are free:• to Share: to copy, distribute and transmit the work• to 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 use of• the work)

• Share Alike: If you alter, transform, or build upon this work, you may distribute• the resulting work only under the same or similar licence to this one

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

Ani LópezSEO Consultant


Thanks

Ani LópezSEO [email protected]


Improving SEO with analytics

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