New Google Analytics Updates: What Every Marketer Needs to Know

New Google Analytics Updates: What Every SEO Marketer Needs to Know Strategies for staying one step ahead of the rest

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Are the slides available?

Yes! Please email [email protected]

We want to hear from you!

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Want to learn more?

Contact us for a complimentary SEO Analysis. Details at

end of webinar.

Housekeeping Items

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1 Use Insights & Trends Navigate your SEO strategy by staying up to date

2 Engage in Analytics Tracking Track traffic and visitor behavior against conversions

3 Use New Google Features Take advantage of the newest tools to boost ROI

Webinar Agenda

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There are more than 3

billion searches/day on

Google…and growing…

Courtesy: SEOmoz

Search engine use is growing rapidly

1 Current State of Online Marketing

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% Visits from

Sources Nov ‘09–Feb ‘10 Nov ‘10-Feb ‘11 Difference

Direct 36.5% 36.8% +0.3%

Referral 21.0% 19.4% -1.6%

Search Engines 27.0% 28.0% +1.0%

Other 15.5% 15.8% +0.3%

Direct traffic continues to lead the way at nearly 37% of overall traffic. Search engine traffic grew the most during same period YOY.

Google Benchmark Results: Traffic Sources

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Source : Webmarketing123 2011 Digital Marketing Survey

Over 500 B2B and B2C marketers indicated that SEO makes the biggest impact in achieving their digital marketing goals

1 What Marketers Are Saying

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Dedicate time & resources to keep your SEO program up to date with the current search climate & trends

1 Key Focus for 2012 Success

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Do you wish you knew the answers to the following?

1 Identify Your Target Audience

What are people looking for?

How are people searching?

What are people watching?

What are people saying?

What are people clicking?

Now, you can!

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Find your audience, what they are looking for, and how they are searching

1 Think Insights!

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It’s the difference between guessing and knowing

1 Real-Time Insights Finder

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Gain insight on digital marketing trends in your industry

1 Think Insights: Real-Time Insights Finder

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1 Think Insights: Real-Time Insights Finder

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1 Google Insights for Search

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Search by industry, demographic, or marketing objective

1 Google Insights for Search

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A sample of metrics we can track with website analytics programs

2 Analytics Can Answer These Questions

Problem Recognition

Information Search

Evaluation of Alternatives

Purchase Decisions

Purchase

How many visitors do we

get to our site?

What is our ratio of new vs. returning

visitors?

How many people fill out our “Contact

us” form?

What are our most popular webpages?

What is my Average Order Value (AOV)?

What keyword searches led to visitors to

our site?

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Gain insight on visitor behavior and more within Google Analytics

2 Customizable Dashboards

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View Organic traffic and activity


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2 Customizable Dashboards Compare against Paid traffic and activity

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Analyze metrics based on segments and time periods


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Measure:

• Visitor Behavior

• Seasonality Shifts

• Traffic Source Activity

• Bounce Rate

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Measure:

• Visitor Behavior

• Seasonality Shifts

• Traffic Source Activity

• Bounce Rate

To find out:

• If keywords need to be re-prioritized

• If landing pages need restructuring

• If high bounce rates need to be addressed

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See how frequently your goals are being met by site visitors

2 Conversion Tracking

Identify:

• Who paused or fast-forwarded a video

• Who downloaded a piece of collateral

• Who clicked on an ad

• Who filled out a form

Why?:

• Allows for quick lead/sales follow-up

• Fuels lead nurturing programs

• Enables effective retargeting ads

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Event Goals:

• Define conversions for your business goals

• Set your goal values

• Analyze which keywords are leading to more

conversions and work to strengthen them in your

links and content

• Consider removing poor-performing keywords from

your campaign

• Observe where visitors abandon the goal path and

analyze the data to determine why

Ties SEO effectiveness to lead and sales flow

2 Goal & Event Tracking

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Visitor’s Flow

3 Funnel Visualization Tool

Courtesy of Google

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Goal Flow


Courtesy of Google

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Quick snapshot for analyzing data in a graphical representation


Courtesy of Google

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View data about user behavior as they interact with your site

3 Real-Time Analytics

Courtesy of Google

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Is your site performing at its best?

3 Site Speed Reports

Why?:

• Slow pages will impact

your organic ranking and

Quality Score

• A smooth running website

with appropriate load times

will increase your Google

ranking

Track:

• Average load time page by page

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Where are your purchasing customers coming from?

3 Multi-Channel Funnels

Identify the channels and pathways

customers are taking to convert: • Initiated the conversion

• Assisted the conversion

• Converted

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Assisted Conversions

3 Multi-Channel Funnels

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3 Attribution Management Attribute conversion path data to lead and sales growth

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5 Attribution Management Attribute analytics data to lead and sales growth

- Most marketers would

attribute sales to last

touch, i.e. “closers”

- Reality is that there are several

touch points before the “closer”

that influenced the purchase

decision

- Marketing currently gets no

credit for these!

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Measuring SEO effectiveness by identifying keywords that drove the best conversions and sales

3 The Best SEO Reporting

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Use research, tracking, and measuring tactics to build SEO value

3 SEO is a Continual Project

Using

Insights &

Trends

Analytics &

Goal Tracking

Using New

Google

Features

1

2

3

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• Use Google Insights & Trends: Keeping your SEO program up to date

with the current search climate requires dedicated time & resources.

• Engage in Consistent Analytics Tracking: Effective tracking of your

website traffic and visitor behavior has a direct impact on your conversion

goals.

• Take Advantage of New Google Features: To increase ROI, use Google

Analytics’ latest features including Flow Visualization, Real-Time Analytics,

Site Speed Reports, and Multichannel Funnels.

Key Takeaways

Thank You!

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Contact Us about Qualifying for a Complimentary Analysis

- “Cost of the Problem” Analysis: Discover the cost of not

ranking in the top positions on search engines. How much

revenue is being lost to competitors with the best rankings?

- Competitive Report: Find out where you rank against your top

competitors and what tactics they’re employing

- ROI Tracking: Detailing the keywords and sources that visitors

are using to discover your website and if those visitors are

converting into leads and sales

Please contact:

[email protected]

Technology

New Google Analytics Updates: What Every Marketer Needs to Know