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Making Analytics Actionable How to Improve SEO by Employing Data & Metrics PowerPoint PPT Presentation


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Making Analytics Actionable How to Improve SEO by Employing Data & Metrics. Rand Fishkin – February 2010. Content in this Presentation. Search Referral Analytics Keyword Referral Analytics Engagement Analytics Latent Conversion Tracking ROI Analytics Q+A.

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Making analytics actionable how to improve seo by employing data metrics

Making Analytics Actionable

How to Improve SEO by Employing Data & Metrics

Rand Fishkin – February 2010


Making analytics actionable how to improve seo by employing data metrics

Content in this Presentation

  • Search Referral Analytics

  • Keyword Referral Analytics

  • Engagement Analytics

  • Latent Conversion Tracking

  • ROI Analytics

  • Q+A


Making analytics actionable how to improve seo by employing data metrics

To Make Analytics Actionable Always Ask:

#1 - “Why am I measuring this?”

#2 – “What would I do if results were different?”


Making analytics actionable how to improve seo by employing data metrics

Search Referral Analytics


Making analytics actionable how to improve seo by employing data metrics

# of Visits Per Search Engine Over Time


Making analytics actionable how to improve seo by employing data metrics

Action: Measure against search engine market shares & volume to determine whether you’re making positive strides


Making analytics actionable how to improve seo by employing data metrics

# Pages Getting Search Referrals Over Time

Measure this number on a weekly/monthly basis


Making analytics actionable how to improve seo by employing data metrics

Action: Discover if indexation is an issue worth effort

This number sucks. Learn more about why at:

www.seomoz.org/blog/indexation-for-seo-real-numbers-in-5-easy-steps


Making analytics actionable how to improve seo by employing data metrics

# of Keywords Sending Traffic from a

Search Engine over Time


Making analytics actionable how to improve seo by employing data metrics

Action: Determine if content additions are accretive and what drives growth/shrinkage in search traffic

Did rankings fall? Or is demand down?


Making analytics actionable how to improve seo by employing data metrics

Search Referral Analytics


Making analytics actionable how to improve seo by employing data metrics

# of Visits per Keyword


Making analytics actionable how to improve seo by employing data metrics

Action: Analyze top traffic drivers from a value perspective, check rankings for potential easy wins & get answers if traffic dips

“SEO Tools” is a big win and we could rank higher


Making analytics actionable how to improve seo by employing data metrics

First-Time vs. Returning Visits per Keyword

The keyword “SEO” leans toward first-time visits


Making analytics actionable how to improve seo by employing data metrics

Action: Determine value of reaching new visitors vs. converting branded users (focus efforts on the more valuable one)

This metric speaks to business strategy about converting existing fans vs. reaching new customer segments


Making analytics actionable how to improve seo by employing data metrics

Distribution of Keyword Referrals


Making analytics actionable how to improve seo by employing data metrics

Action: Discover strengths vs. opportunities (60-70% of traffic is typically in the long tail and it converts better)


Making analytics actionable how to improve seo by employing data metrics

Keyword Rankings

www.seomoz.org/rank-tracker


Making analytics actionable how to improve seo by employing data metrics

Action: Know if traffic spikes/dropoffs are from rankings, indexation or search demand shifts

Rankings and Traffic both Dropped


Making analytics actionable how to improve seo by employing data metrics

Page Two Rankings

Referrals from Page 2


Making analytics actionable how to improve seo by employing data metrics

Action: Identify low hanging fruit that can be optimized quickly

Could totally 301 this to www.opensiteexplorer.org


Making analytics actionable how to improve seo by employing data metrics

Engagement Analytics


Making analytics actionable how to improve seo by employing data metrics

Time on Site


Making analytics actionable how to improve seo by employing data metrics

Action: Compare to ROI metrics; if they correlate, improve on keywords/landing pages with low time on site

Average “upgrade to PRO” visitor spent a whopping 44 minutes on SEOmoz!


Making analytics actionable how to improve seo by employing data metrics

# of Page Views


Making analytics actionable how to improve seo by employing data metrics

Action: Depending on your metrics, a “sweet spot” of pages browsed often dictates a conversion event – optimize towards it

Average “upgrade to PRO” visitor visits 12X the pages of an average visitor


Making analytics actionable how to improve seo by employing data metrics

Repeat Visit Ratio


Making analytics actionable how to improve seo by employing data metrics

Action: Find what content/activities/referrers send engaged traffic and copy those while improving subpar pages


Making analytics actionable how to improve seo by employing data metrics

Sharing/Linking Activity

“Sharing Activity” Conversions


Making analytics actionable how to improve seo by employing data metrics

Action: Find patterns/sources that predict sharing activities (both content and CTAs) and make them testable conversion events

GA allows you to set custom actions as “goals” then filter, monitor and improve on these metrics


Making analytics actionable how to improve seo by employing data metrics

Latent Conversion Tracking


Making analytics actionable how to improve seo by employing data metrics

Removing Last-Click Attribution


Making analytics actionable how to improve seo by employing data metrics

Full Path Analysis


Making analytics actionable how to improve seo by employing data metrics

Initial Referrer

www.seomoz.org/blog/how-to-get-past-last-touch-attribution-with-google-analytics


Making analytics actionable how to improve seo by employing data metrics

ROI Analytics


Making analytics actionable how to improve seo by employing data metrics

Lifetime Customer Value


Making analytics actionable how to improve seo by employing data metrics

Cost of Acquisition


Making analytics actionable how to improve seo by employing data metrics

Return on Investment

No. No. No.

Yes. Yes. Yes.

ROI = CLTV - CAC


Making analytics actionable how to improve seo by employing data metrics

Always Be Asking “What’s the ROI?”

Get the ROI for every category (and subset)


Making analytics actionable how to improve seo by employing data metrics

Q+A


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