using google analytics for seo reporting in a (not provided) world
DESCRIPTION
This presentation was originally given at Superweek, Hungary (#spwk), but is relevant for all audiences interested in Google Analytics and SEO. Seeing your Keyword (not provided) in Google Analytics SUCKS, but it doesn't have to be the end of the world! Learn how to do a great job with SEO, even if you don't have keyword data available. This presentation is chocked full of actionable tips, tools and valuable information to help you do a better job of analyzing your search performance. Not provided is NOT the end of the world. It's the beginning of you becoming a better analyst!TRANSCRIPT
Google Analytics for SEO
In a (not provided) World
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Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Your Guide
2
Jeff Sauer Marketer and Entrepreneur Jeffaly>cs Minneapolis, MN, USA google.com/+JeffSauer
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
It Was Cold Earlier This Month
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
From the Land of the Polar Vortex
I’m From Here
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Cold in Any Measurement System
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
This is my Warm Weather Vacation
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Google Analytics is Like Othello
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Google Analytics is Like Othello
A Second to Learn A Lifetime to Master
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
A Mile Wide and a Mile Deep
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Each Element Means Something
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Each Element Means Something
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Each Element Means Something
USING THE PERIODIC TABLE TO LEARN SEO IN GOOGLE ANALYTICS
Photo Credit: dleiva via Compfight
FIRST, (NOT PROVIDED)
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Once Upon a Time I Said…
“SEO is Analytics”
Jeff Sauer in 2009
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Rich Keyword Reports in 2009
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Rich Data Going Away
~50% of Keywords Not Provided in 2013
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
(Not Provided) Soon to be 100%
100% of Keywords will be (Not Provided) in >me
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
What Causes (Not Provided)?
Should we move to an all HTTPS web?: h=p://yoast.com/web-‐h=ps/
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
(Not Provided) Hurts SEO
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
We Are All Mad, But Life Goes On “Initially, I was a little conflicted about the whole not provided affair… I'm a lot less conflicted now… While not provided is not an optimal scenario, you'll see that things are not as bad as initial impressions might indicate”
Avinash Kaushik October 2013 bit.ly/1a0L8HH
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
In Other Words
WAYS AROUND (NOT PROVIDED)
Photo Credit: One_Penny via Compfight
ORGANIC SEARCH REPORTS
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Organic Search Still a Channel/Medium
Organic Search Traffic is S>ll Available as a Channel
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Organic Search Still a Channel/Medium
Organic Search Traffic is S>ll Available as a Channel
Organic S>ll Available as a Medium
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
You Can Still Measure Traffic Trends
Traffic Comparison by Date S>ll Works Great!
LANDING PAGES
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Now I Am Saying…
“If your Organic landing page metrics are bad, then the keyword doesn’t maeer”
Jeff Sauer, Today
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Organic Landing Pages Not Exactly a Keyword, but
S>ll Preey Awesome!
SECONDARY DIMENSIONS
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Landing Page as Secondary Dimension
No Keyword Provided?
No Problem
FILTER YOUR DATA
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Ugly Not Provided Keywords
What Does it Mean?
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Filter Data to Include Landing Page
How to steal some 'not provided' data back from Google: h=p://econsultancy.com/blog/8342-‐how-‐to-‐steal-‐some-‐not-‐provided-‐data-‐back-‐from-‐google
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Landing Page As Keyword Proxy
Not Perfect, but Much Beeer!
MULTI CHANNEL FUNNELS
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
How Organic Search Contributes Sales
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
How Organic Assists Sales
WEBMASTER TOOLS
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Google Webmaster Tools Reports
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Google Webmaster Tools Reports BeauLful (and Increasingly More Accurate) Search Data!
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Setting Up Google Webmaster Tools
Set Up Webmaster Tools Data Sharing
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Edit Webmaster Tools Settings
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Select Webmaster Tools Property
Select Your Site
Save Progress
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
GWT Data Accuracy Improvements
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
GWT Data Accuracy Improvements
More detailed search queries in Webmaster Tools: h=p://googlewebmastercentral.blogspot.com/2014/01/search-‐queries-‐not-‐rounded.html
DEMOGRAPHICS
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Enable These and Update Your Tracking Code To include dc.js
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
View ABC Reports by Demographic
Performance by Age
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Add a Secondary Dimension Only Show
Organic Search
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Add a Secondary Dimension
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Understand Key Search Demographics
ADWORDS PAID AND ORGANIC REPORT
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
View AdWords and Organic Side by Side
How to Use Google AdWords Paid & Organic Report (Lunametrics): h=p://www.lunametrics.com/blog/2013/09/16/adwords-‐paid-‐organic-‐report/
DASHBOARDS
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Not Provided Kit
Not Provided Kit: h=p://notprovidedkit.com/
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Install Segments, Reports, Dashboards
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Custom (not provided) Dashboard
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Google Analytics Gallery
Google AnalyLcs SoluLons Gallery: h=ps://www.google.com/analyLcs/gallery/
STEPPING OUTSIDE OF GOOGLE ANALYTICS FOR MEASUREMENT
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Utilize Rank Tracking
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Google Trends
Google Trends: h=ps://www.google.com/trends/
Gauge Keyword Interest Over Time
Jeff Sauer | @jeffaly>cs | www.jeffaly>cs.com | Google Analy>cs for SEO
Thank You!
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Jeff Sauer Marketer and Entrepreneur Jeffaly>cs Minneapolis, MN, USA google.com/+JeffSauer