Think Visibility - Advanced Analytics - Joanna Butler
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Advanced AnalyticsJoanna Butler
@JoannaButler Search Engine Chocolate .com
SEO & Online Marketing Consultant
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Summary
Advanced SegmentationUsing Google Analytics
Analysing the AnalyticsIdentifying Trends
Creating Actionable StrategiesIndentify SEO and PPC Opportunities
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Introduction
• Key Performance Indicators (KPIs)KPIs on their own are of little help
• Filters and regular expressionsTakes time to wait for data
• Advanced SegmentationSegment past, current and future data on the fly
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Advanced SegmentationA Case Study
SEO and Pay-per-ClickKeyword Selection
• Identifying the Long Tail
• Identifying the Short Tail (Head)
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Identifying the Long Tail & Short Tail
No. Visitsor
Visitors
Keyword / Key phrase
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Identifying the Long Tail & Short Tail
No. Visitsor
Visitors
Keyword / Key phrase
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Identifying the Long Tail & Short Tail
No. Visitsor
Visitors
Keyword / Key phrase
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Identifying the Long Tail & Short Tail
No. Visitsor
Visitors
Keyword / Key phrase
Short Tail(Head)
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Identifying the Long Tail & Short Tail
No. Visitsor
Visitors
Keyword / Key phrase
Short Tail(Head)
Long Tail
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Identifying the Long Tail & Short Tail
• Select time period where your site hadmany visits (takes time)
• Google Analytics givesonly the keywordsthat visitors used toSUCCESSFULLY FIND your site
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Identifying the Long Tail & Short TailCharacteristics
Short Tail
• FEW key phrases • Accounts for MOST traffic
(55-75% approx.)
Long Tail
•MANY key phrases •INDIVIDUALLY small amount of traffic•COLLECTIVELY significant amount of traffic
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Identifying the Long Tail & Short TailKey Phrase Types and Visitor Motivations
Short Tail
• Dominated by BRAND key phrases (company name, product names)
• Most likely to ALREADY know you (existing customers)
Long Tail
•Dominated by CATEGORY key phrases (generic, not company specific)•Least likely to be existing customer, therefore they are your PROSPECTS•Focus on the Long Tail if you wish to GROW your business
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Your Current Search Marketing Strategy
Aggregated SEO – PPCVisits Analysis Distribution of SEM Budget
Short tail key phrases 65%
90%PPC 45%
SEO 55%
Long tail key phrases 35%
10%PPC 20%
SEO 80%
An example of a typical search marketing strategy before optimisation
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Short Tail (Head) Key Phrases
• Why pay for your own brand name?• Why pay for your existing customers?
Use SEO
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Long Tail Key Phrases
• Invest in visitors who have begun the buying cycle• Reach prospects without the need for difficult, long-term SEO
Use PPC
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Advanced SegmentationShort Tail
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Advanced SegmentationShort Tail
• Study Top Content• Landing Pages• Exit Pages
What are their motivations?
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Advanced SegmentationLong Tail
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Advanced SegmentationLong Tail AND ‘Engaged’ Visits
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Advanced SegmentationLong Tail AND ‘Engaged’ Visits
Best Referring Websites• Increase presence on those websites• Create incentive for visitor referrals?
Best Landing Pages• Which pages hooked visitors?• Which was the top content? (Pages / PDFs)
Best ‘Quality’ Key Phrases• Highest conversion rates• Compare pages per visit, time on site
Use findings to choose
PPC keywords
Use findings to optimise
website content
Use findings to increase prospects
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Advanced SegmentationLong Tail AND ‘Engaged’ Visits
No. Visitsor
Visitors
Keyword / Key phrase
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Advanced SegmentationLong Tail AND ‘Engaged’ Visits
No. Visitsor
Visitors
Keyword / Key phrase
Highest ROI Keywords for PPC• High conversion rate• High pages per visit• High time on site• Low bounce rate
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Your Optimised Search Marketing Strategy
Aggregated SEO – PPCVisits Analysis Distribution of SEM Budget
Short tail key phrases 65%PPC 45%
SEO 55%
Long tail key phrases 35%PPC 20%
SEO 80%
An example of a typical search marketing strategy after optimisation
10%
90%
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Recap
“Average Statistics are Average”• Dig deeper• Find the reason behind statistics
SEO• Don’t pay for traffic you rightly deserve (brand names)• Don’t pay for existing customers
PPC• Choose highest ROI keywords• Target those early in the buying cycle
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Takeaway TipsBreak down all statistics to find trends and hidden strategies
Referring WebsitesBreak down into types:• Organic Search• Paid Search• Email• Direct• Social Media
– Facebook– Twitter– LinkedIn
Length of VisitBreak down into distribution:• 0 – 10 seconds• 11 – 30 seconds• 31 – 60 seconds• Etc.
Which pages are included in visits between 30 seconds and 2 minutes?
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Advanced AnalyticsAny Questions?
@JoannaButler
Search Engine Chocolate .com
Joanna @ Search Engine Chocolate .com