Advanced Analytics & SEO Workshop Nov 16, 2017 Georgia - PowerPoint PPT Presentation

Advanced Analytics & SEO Workshop Nov 16, 2017 Georgia Institute of Technology

About Cheyenne Throckmorton Georgia Tech Graduate - B.S. Comp Sci ( Psy | Cog Sci ) 15+ Years Pharma Industry Leadership Coach Owner of Massive Reach | 2015 - cheyenne@massivereach.com | @cheyennejack | www.massivereach.com

About Today…. Going Deeper Into Google Analytics Webmaster Tools Building Pages for Search Engines w Keywords Bonus: Google Data Studio

GOOGLE ANALYTICS

Morning Recap

KPIs (Key Performance Indicators) What Matters Most?

Google Analytics Admin Configuration

Chrome Extensions Tag Assistant Page Analytics

Administration Levels

Filter - Examples Filter Order Matters - lowercase uri helps - does not fix url vars Careful w/ valid hostname if you track other domains like youtube or mailchimp too.

Live Demo

Google Analytics Solutions Gallery https://www.google.com/analytics/gallery/

CHALLENGE: Admin Configuration Create a New View SHARE What could be some other ways you’d like to Filter Traffic slice data using data and filters? - Try only from this IP - Lowercase URLs - Get Full Domain

Google Analytics Setting Up Goals

Goals

CHALLENGE: Goal Configuration Use Your New View SHARE What other goals are you using? Set up a goal after a user has visited more than 5 pages and stayed at least 3min What goals might you find useful? Set up a goal if they hit a certain page

Google Analytics Advanced Reporting

Event Tracking

Live Demo - Exploring Deeper Reports

Strange things you might find Thank you page as a landing page - Session Timeouts Behavior Flow: Drop-offs vs Bounce Rate - Drop-offs = node to node (won’t account for same page reload or events) Spam.. A lot of Russian.. especially our friend Vitaly Others? There are plenty… … onto the Challenge

CHALLENGE: Advanced Insights DATA SHARE - Year over year comparison by age See what other useful - Engagement by Mobile Brand information you can find to - High Bounce Languages share with us. - Top pages that lose visitors Try Intelligence Reports - 3rd most popular page for visitors who start on the home page Bonus - Which pages are slow? If you have goals running - How might you make them faster? check out the Multi-Channel Dashboards & Reports Funnel Paths in Conversions - Social Media Dashboard - Custom Shared Report w Segment - Leave Annotations - Export & Share

GOOGLE SEARCH CONSOLE

Morning Recap

Google Search Console Sitemaps, Improvements, Robots & Structured Data

Bing Webmaster Tools - Reasons to Use Submit Your Sitemap Site Security Checks Check when oddities are found in GSC (Bing and Yahoo! traffic here) - Example: Organic Drop in Google. Same with Bing/Yahoo? Something you find and love.. as long as it keeps working.

Structured Data / Schema.org Help machines learn more about your page Get better & cooler search results

Live GSC Demo - https://coe.gatech.edu

CHALLENGE: Fixes, Sitemap, Robots, Schema.org Improvement Reports SHARE - Crawl Errors What insights have you gained? - HTML Improvements What can you share? - Mobile Usability - Security Issues Configurations - Submit a Sitemap - Check out your robots.txt - Try Data Highlighting

Google Search Console Search Data

Live GSC Demo - https://coe.gatech.edu

CHALLENGE: Fixes, Sitemap, Robots, Schema.org Search Traffic > Search Analytics SHARE What insights have you gained? Traffic & Indexing What can you share? - Most Interesting Top 5 Ranking Query - Pages Indexed Trend - Branded vs Unbranded Search Terms - Page with good traffic (Rank 10-30)

Google Search Console Advanced Configuration

URL Variations http vs https www vs non-www You need to set up all 4 in Google Search Console, especially if you are having issues Note: The “trailing” backslash can give you dupe problems too

CHALLENGE: Config All 4 Test your URLs for dupe redirecting issues SHARE Help a neighbor if your’s is operating correctly Set up extra versions of Search Console

SEARCH ENGINES

Morning Recap

HOW: SPIDERS & BOTS

RankBrain Machine Learning moving from “matching” machine to “answer” machine

Keyword vs Search Query: - Watch out for Adwords Lite

THREE PILLARS OF SEARCH

LINKS

CONTENT & behavior

TECHNICAL / STRUCTURE

seo.gatech.edu GT Checklist Guide

Keyword Research

User Personas / Journeys http://www.comm.gatech.edu/resources/content/maps/prospective-grad

Group Demo Using GT Guide http://www.seo.gatech.edu/tools/guides/keyword-research Who had a great page falling just outside of the top 10? 1 - Target Audience 2 - Brainstorm 3 - Expand 4 - Search Volume Keyword Planner 5 - Selection

CHALLENGE: Team Keyword Research Ideas to Get You Started SHARE What audiences, keywords and content pieces Find keywords for a recent article on your site did you come up with together? Develop ideas for a new piece of content What other tools might you be using to share? Try to reach a new user persona Try exporting planner data or creating a Google Sheet

Using Keywords

Art of the Meta Description Keywords - Include them because they could stand out if bolded. ● Write for Humans… The goal is to get them to click like a subject line. ● Write to Your Persona… Get them to Click! ● Goldilocks the length ● - Too short they may not take it.. or add odd extra to the end - Too long and you won’t get the text needed to capture your audience Never Duplicate ● Do Used Structured Data to get Richer SERPs ●

Examples Search: “Why Should I Get an Engineering Degree” #6 #7 How could we improve and appeal to the searcher making them want to click and come on in? http://tools.seochat.com/tools/metatags-google-preview/

KEY SEO DRUPAL MODULES

Content Page - Edit > URL Path Settings Module Needed: https://www.drupal.org/project/pathauto

Content Page - Edit > Meta Tags Module Needed: https://www.drupal.org/project/metatag

Meta Tags > Social Tags Module Needed: https://www.drupal.org/project/metatag

Content Page - Edit > URL Redirects Module Needed: https://www.drupal.org/project/redirect

Meta Tags - Automating with Tokens Module Needed: https://www.drupal.org/project/token

Key Drupal Modules & Settings ● Config > Search & MetaData > Clean URLs PathAuto ● MetaTags ● Token ● Redirect ● xmlsitemap ●

Creating the Content

Incorporating Keywords into Content Create An Outline First Use your secondary keywords to create article sections Use your main keyword to construct a catchy title / subtitle Always write for humans (your persona) first What’s your desired next step for them. Create Clear Call-to-Action

Example - KW “Robot Learning Play Music” Article Link Robot Uses Deep Learning and Big Data to Write and Play its Own Music Compositions created using database of well-known pop, classical and jazz artists - How Robots Play Musical Instruments - Meet Shimon Robot - Deep Shimon (Video) - Georgia Tech Robotics Program - Admissions Process (Call to Action?)

CHALLENGE: Build a Page Create An Article Outline SHARE How does your page come together now? - Use Your Keyword Research - Think about the main keyword and What question does it answer? semantic keywords Is it answering “So What” to the target - What will your URL look like? audience? - What media elements could you build into your article to make it more engaging? How will you promote your new page? - What will your meta description say? - Will your defaults look different on different social media platforms?

Google Data Studio

Demo Link datastudiogallery.appspot.com

More Google Tools Google Tag Manager Google Optimize Google Alerts Google Trends Google Surveys

Recap, Share, Questions

Thank You - Contact & Resources Georgia Tech http://www.comm.gatech.edu/resources/web/content http://www.seo.gatech.edu/ Google https://support.google.com/analytics/ https://analyticsacademy.withgoogle.com/ https://www.youtube.com/user/googleanalytics cheyenne@massivereach.com | @cheyennejack | www.massivereach.com