Google Analytics & Search Engine Marketing Trends Roundtable

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


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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% 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)*


Advanced Segments

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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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mailto:[email protected]


APPENDIX Google Analytics & Search Engine Marketing Trends


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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http://selnd.com/1aAdyXE

http://selnd.com/1aAdyXE

http://slidesha.re/1deevG1

http://slidesha.re/1deevG1


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


Google Analytics ‘Not Provided’ vs. Webmaster Tools Top Search Queries

Google Analytics Webmaster Tools


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


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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http://www.website.com/


Creating A Conversion Funnel

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Click Admin Button

Select Website Profile



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Select One to Begin Funnel



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Creating A Custom Segment

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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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Technology

Google Analytics & Search Engine Marketing Trends Roundtable