Google Analytics Jay Murphy Trionia Incorporated The Science of - PowerPoint PPT Presentation

Data Access API – from PHP GAPI – Google Analytics API PHP5 Interface  Supports arrays for Dimensions and Metrics  Returns results in a PHP object  Date ranges and filtering provided For more detail see: http://code.google.com/p/gapi­google­analytics­ php­interface/ 57

Data Access API – from PHP Sample Code $ga = new gapi('email@yourdomain.com','password'); $pId = 11223344; // Profile ID $metrics = array('country','city'); $dimensions = array('pageviews','visits','newVisits'); $ga­>requestReportData($pId,$metrics,$dimensions); foreach($ga­>getResults() as $result) { echo '<strong>'.$result.'</strong><br />'; echo 'Pageviews: ' . $result­>getPageviews() . ' '; echo 'Visits: ' . $result­>getVisits() . '<br />'; echo 'New Visits: ' . $result­>getNewVisits() . '<br />'; } echo '<p>Total pageviews: ' . $ga­>getPageviews() . ' total visits: ' . $ga­>getVisits() . '</p>'; 58

WHIRL WIND TOUR OF SEO 59

Whirl­Wind Tour of Onsite SEO Content is King – with SEO we can get caught up in optimizing for key words and search engines We can forget about the people!

Whirl­Wind Tour of Onsite SEO (continued) In order of priority update the following:  Titles  Meta Descriptions  Headings  Content  Links  Images  Page Speed  Meta Keywords

Whirl­Wind Tour of Onsite SEO (continued) Titles  Use short titles that include the keyword(s) at the start. (50 to 80 characters) Meta Descriptions  The content that will frequently show up in your search results – use keywords naturally in your description. (160­180 characters)

Whirl­Wind Tour of Onsite SEO (continued)  Headings  Use the main keyword for the H1 tags and lower priority keywords for H2 and H3 tags.  Images  Use keywords in your alt tags as well as naming the images with your keywords. So images names like this are good: newport­harbor­view.png

Whirl­Wind Tour of Onsite SEO (continued)  Links  Use links to connect to reputable sites. Also link internally to related pages. Use keywords in your links: <a href=“tropical ­ fish.html”>See our list of tropical fish</a>  Content  Include keywords throughout your content, in a natural way. Do not force or ‘keyword stuff’.

Whirl­Wind Tour of Onsite SEO (continued) Page Speed  Fast load time is critical for user experience.  A factor in Search Engine Optimization. Performance techniques include – CDN, CSS sprites, compressed JavaScript and more. Meta Keywords  While less important – it is good to have a list of 12­15 descriptive keywords in the page meta keywords tag.

More on SEO Off­site SEO – inbound links  Look to social websites to get started SEO related to SEM (paid keywords)?  Not on Google; Yahoo? Maybe Setup a sitemap.xml and a robots.txt Other factors:  Age of site, number of pages, internal links…

SEO Summary How do we determine our keywords?  Some people call this process keyword harvesting. The next section will show how to use Google Analytics (and other tools) to start harvesting.

ANALYTICS REPORTS TO START AN SEO PROJECT 68

Keywords Helpful – but these are all ‘branded’ keywords

Non­Branded Keywords Using the report filters we can create a ‘non ­ branded’ keyword report:

‘Group’ Keywords To find related keywords we can create an ‘Advanced Filter’ in this case we want to see all non­ branded keywords with the word ‘visit’ included.

Google’s Keyword Tool https://adwords. google .com/select/ KeywordTool External

Other Sources for Keywords Competitor research  Examine the structure and keywords used by competitor websites  Use services like Compete or Alexa to determine Brainstorm Keywords  Ask customers and/or sit down and write as many keywords as you can imagine.

Keyword Baseline Results http://www.mikes­marketing­tools.com/ranking­reports/

ANALYTICS REPORTS TO MEASURE ONGOING SEO 75

Traffic Sources First look at percentage increase in Search Engine Traffic  This provides a high level look at overall traffic.  Then check the search referrals in more detail.

Search Engine Traffic Look at the ‘non ­ paid’ traffic sent to the website. Look for gains to indicate SEO improvements.

Landing Pages The landing pages indicate which pages on your site get direct traffic from search engines (and other sources)

Landing Page Keywords The entry keywords tell you both what is working and what can be optimized further.

Advanced Segments 80

Advanced Segments 81

‘Restaurant’ Segment We can view behavior of this segment.

‘Restaurant’ Segment

SEO Rank Report? How can you see where your terms are ranking?  Applying three filters to a new profile will provide the answers.  First filter to include Google traffic  Then filter to keep organic traffic  Finally use a custom filter to provide a ranking report

Filter Detail  The three filters are: Filter Type : Custom Filter Select "Include" Filter Type : Custom Filter Filter Field:Campaign Source Select "Include" Filter Pattern: google Filter Field:Campaign Medium Filter Pattern: organic Filter Type : Custom Filter Select “Advanced" Field A ->Extract A: Referral : (\?|&)q=([^&]*) Field B ->Extract B: Referral : (\?|&)start=([^&]*) Output To -> Constructor: User Defined : $A2 (page: $B2)

SEO Rank Results The output can then be seen in the ‘user defined’ reports – which will then show the page for each organic keyword:

Page Load from Analytics  The new version of Google Analytics (in Beta)includes tracking Page Load speed.  Simply adding this new line of code to your Google Tracking will allow reporting on page load speed: _gaq.push(['_trackPageLoadTime']);  The new ‘Site Speed’ report will now provide speed statistics on your website.

Sample Site Speed Report

QUESTIONS?

To Learn More  CDIA BU is offering two Analytics Courses  Google Analytics for Business : Introduction  When: Friday, July 15, 2011  Google Analytics for Business : Advanced  When: Friday, July 29, 2011 REGISTER ONLINE

Analytics Resources  Blogs  Occam’s Razor by Avinash Kaushik  Books  Web Analytics Demystified – Eric T. Peterson  Web Analytics an Hour a Day – Avinash Kaushik  Education  Google’s Conversion University

Other Resources (continued) Twitter  Follow the #measure, #analytics and #ganalytics hash tags Organizations  Web Analytics Association  The Analysis Exchange – Students and Mentors team up to assist Non­Profits 92

SEO Resources SEO Links:  Google’s SEO Guide  SEOMOZ Beginners Guide to SEO  Wordtracker SEO Intro Video Intro to sitemap.xml and robots.txt  http://www.advancedhtml.co.uk/robots­ sitemaps.htm

Online Marketing – B2C CASE STUDY 94

B2C Banner Advertisement & Pay per Click Metrics Visits Coupon Prints Sales 95

Targeting The Campaign used two types of targeting  Geographic  West coast of Florida  Keyword Based  Diabetic  High Fiber  Whole Grain  Flax Seed 96

Metrics Keyword Performance 97

Metrics Ad Performance 98

Landing Page Optimization A/B Testing No Email Signup Original Conversion Rate 23.9%% Conversion Rate 17.45% 99

Campaign Summary 100