Google Analytics: SEO Keyword Metrics With (not provided) Data Loss

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Life In A [Not Provided] World Presented by Max Thomas | March 1, 2012

description

Relax, (not provided) data is not the end of the world. In this presentation from SMX West 2012 on "Life in a (not provided)" world I offer some work-a-rounds and alternative approaches within Google Analytics to keyword data and branded vs. non-branded search metrics, along with some custom segment suggestions and a quick look at mobile data, which mostly does not include (not provided).

Transcript of Google Analytics: SEO Keyword Metrics With (not provided) Data Loss

Page 1: Google Analytics: SEO Keyword Metrics With (not provided) Data Loss

Life  In  A  [Not  Provided]  World  Presented  by  Max  Thomas  |  March  1,  2012  

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First  Off,  Who  Am  I?  

•  Name:  Max  Thomas  •  Title:  President  •  Company:  Thunder  SEO  

•  TwiNer:  @ThunderMax  •  LinkedIn:  linked.in/maxthomas  •  Read  My  Posts:  bit.ly/max-­‐blog  

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Miranda  =  Google  

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White  Hat  SEOer  

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Speechless  =  (not  provided)  

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Focus  On  Analy[cs  

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You’re  Right…It’s  Not  Perfect  

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SEO  KPI  

Branded  vs.  Non-­‐Branded  Search  

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Overall  Non-­‐Branded  Search  Ra[o  

Non-­‐Branded  Organic  Search  less  (not  provided)  /  All  Organic  Search  less  (not  provided)  

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Locate  Organic  Search  Traffic  &  (not  provided)  

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Custom  Segment  To  Filter  Branded  Keywords  

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Include  Medium  “Organic”  In  Custom  Segment  

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Overall  Non-­‐Branded  Search  Ra[o  

Non-­‐Branded  Organic  Search  less  (not  provided)  /  All  Organic  Search  less  (not  provided)  

 4,212  –  541  /  3,346  –  541  =    

76%  

Here,  (not  provided)  represents  13%  of  traffic.  

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Drill  Down:  Landing  Page  Search  Traffic  

Click  Select  View  

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Drill  Down:  Landing  Page  (not  provided)  

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Home  Landing  Page  Non-­‐Branded  Ra[o  

Home  Non-­‐Branded  Organic  Search  less  Home  (not  prov)  /    All  Home  Organic  Search  less  Home  (not  prov)  

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Locate  Home  Organic  Search  Traffic  

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Locate  Home  Non-­‐Branded  Search  Traffic  

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Locate  Home  (not  provided)  

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Home  Landing  Page  Non-­‐Branded  Ra[o  

Home  Non-­‐Branded  Organic  Search  less  Home  (not  prov)  /    All  Home  Organic  Search  less  Home  (not  prov)  

 941  –  221  /  1,438  –  221  =    

 

59%  

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Non-­‐Branded  Ra[o  Comparisons  

Overall  Site  =  76%  Home  Page  =  59%  

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Treat  All  Home  (not  provided)  As  Branded  

•  Not  Universally  Recommended  •  Check  Non-­‐Branded  Search  Ra[o  Of  Available  Keywords  First  

•  If  Ra[o  Is  Very  Low,  Then  Perhaps    100%  Branded  /  0%  Non-­‐Branded  Is  Possible  

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Site/LP   Non-­‐Branded  Search  

LP  1)  Home   59%  

LP  2)  Services  Page   99%  

LP  3)  Services  Page   100%  

LP  4)  Pricing  Page   42%  

LP  5)  Informa[ve  Content   100%  

LP  6)  Informa[ve  Content   88%  

LP  7)  Contact   6%  

LP  8)  Informa[ve  Content   100%  

LP  9)  Infographic   94%  

LP  10)  Informa[ve  Content   94%  

Non-­‐Branded  Ra[os  By  Landing  Pages  (LP)  

44%  Weighted  Average  

62%  Of  Search  Traffic  

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Site/LP   Non-­‐Branded  Search  

%  (not  provided)  

Overall   76%   13%  

LP  1)  Home   59%   15%  

LP  2)  Services  Page   99%   9%  

LP  3)  Services  Page   100%   9%  

LP  4)  Pricing  Page   42%   12%  

LP  5)  Informa[ve  Content   100%   9%  

LP  6)  Informa[ve  Content   88%   15%  

LP  7)  Contact   6%   10%  

LP  8)  Informa[ve  Content   100%   6%  

LP  9)  Infographic   94%   6%  

LP  10)  Informa[ve  Content   94%   9%  

Non-­‐Branded  Ra[os  By  Landing  Pages  (LP)  

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Conversions  Non-­‐Branded  Ra[o  

Completed  Goals  Non-­‐Branded  Organic  Search  less  Comp  Goals  (not  prov)  /  All  Completed  Goals  Organic  Search  less  

Comp  Goals  (not  prov)    

38%  

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Non-­‐Branded  Ra[o  Comparisons  

Overall  Site  =  76%  Home  Page  =  59%  

Top  10  Landing  Pages  =  44%  Conversions  =  38%  

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Handy  Dandy  Spreadsheet  

Blue  =  Input  

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Mobile  &  (not  provided)  

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Mobile  Vs.  Desktop  Non-­‐Branded  Search  

Desktop   Mobile  

Overall   53%   50%  

LP  1  –  Home  Page   16%   14%  

LP  2  –  Content   7%   5%  

LP  3  –  Product   59%   63%  

LP  4  –  Careers   6%   6%  

LP  5  –  Management   6%   3%  

LP  6  –  Product   16%   7%  

LP  7  –  Product   30%   29%  

LP  8  –  Career   99%   99%  

LP  9  –  Product   19%   24%  

LP  10  -­‐  Product   4%   0%  

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Spreadsheet  &  Steps  

Visit  Following  URL  To  Download  Spreadsheet  &  Steps:  

   

bit.ly/thunderseo-­‐smx      

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Thank  You!  

Ques[ons?  [email protected]  

@ThunderMax