Improving SEO with analytics
Post on 17-May-2015
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improve SEOwith analyticsimprove SEOwith analytics
ANI LOPEZ
SEO Manager &Analytics consultantat VKIStudios.com
http://dynamical.biz/blog/http://twitter.com/anilopezhttp://www.linkedin.com/in/anilopez
improve your SEO with analytics
INDEX
1. The most basic2. Keywords analysis3. Content analysis4. Link building5. SEO for images6. International SEO
improve your SEO with analytics
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the most basic
improve your SEO with analytics
THE MOST BASICc
rankings are not important any more
so, what is important?
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improve your SEO with analytics
THE MOST BASICc
conversion& revenue
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improve your SEO with analytics
THE MOST BASICconversion & revenue
How much does organic traffic convert?traffic should always be related to:
goals• amount of goals• per goal value
e-commerce• revenue• average revenue per transaction
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improve your SEO with analytics
THE MOST BASICconversion & revenue
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improve your SEO with analytics
visits from organic dropped down
THE MOST BASICconversion & revenue
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improve your SEO with analytics
but revenue went up!!
THE MOST BASICorganic traffic types
branded (= direct)Users query search engines using brands
palace hotel barcelona, place hotel, ritz barcelona, hotel rich barcelona
non-brandedUsers query search engines using generic terms
hotel luxe barcelone, 5 star hotels in barcelone. best hotel in barcelona
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THE MOST BASICorganic traffic types
advanced segmentbrandedkeyword : matches regular expression
pala|place|palc|ritz|rich
non-brandedkeyword : does not match regular expression
pala|place|palc|ritz|rich
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improve your SEO with analytics
THE MOST BASICorganic traffic types
advanced segments
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THE MOST BASICorganic traffic types
non-branded
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THE MOST BASICorganic traffic types
branded
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keywords
improve your SEO with analytics
KEYWORDShow are keywords performing?
typical SEO keywords work
• keywords research and analysis• content pimization• keywords evaluation• repeat previous steps
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improve your SEO with analytics
KEYWORDSexample: company selling phone &internet services to small business
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KEYWORDShow are keywords performing?
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top 19 keywords by visits only 5 are related to this company’s services and products.
bad keyword research or bad content optimization
KEYWORDScompare engagement metrics
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KEYWORDShow are keywords performing?
apply filters to get the good ones
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KEYWORDShow are keywords performing?
high engagement values = good keywords
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contentanalysis
improve your SEO with analytics
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CONTENT ANALYSISpages yielding search traffic
Organic traffic report : select landing page
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improve your SEO with analytics
CONTENT ANALYSISpages yielding search traffic
Organic traffic report : select keyword
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CONTENT ANALYSISpages yielding search traffic
Export to spreadsheetCompare to keywords not listed but relevant
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improve your SEO with analytics
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link building
improve your SEO with analytics
LINK BUILDINGanalyzing link acquisition
Not all traffic at referral report is real one.
Links from emails clicked at web mail like GMail or Yahoo Mail are counting as referral
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LINK BUILDINGanalyzing link acquisition
Advanced segment
localhost|vkistudios|mail|search|google|yahoo|^[0-9.]+$
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improve your SEO with analytics
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SEO for images
improve your SEO with analytics
SEO FOR IMAGEStraffic from images search engines
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improve your SEO with analytics
SEO FOR IMAGEStraffic from images search engines
Advanced segment
^(/imgres|/images/view|/images/search)
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SEO FOR IMAGEStraffic from images search engines
/imgres Google Images/images/view Yahoo Images/images/search Bing Images
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improve your SEO with analytics
international SEO
improve your SEO with analytics
INTERNATIONAL SEOgeografic origin & language
Advanced segments: language + region / country
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INTERNATIONAL SEOgeografic origin & language
Example: company having sites for Spain andLatin American countries (domain by country).
Spain's site:How much traffic not coming from Spain?(Latin America or else where) 21.65%!!!
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INTERNATIONAL SEOlocal search engines & keywords
Filter: segment keywords bycountry specific Search Engines
• create a new custom filter• check 'advanced'• Field A -> Extract A : Campaign Source : .*• Field B -> Extract B : Referral : ^http://([^/]+) This regular expresion means: everything from 'http://' till the first '/'• Output To -> Constructor : Campaign Source : $B1• Field A Required : Yes• Field B Required : Yes• Override Output Field : Yes
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INTERNATIONAL SEOlocal search engines & keywords
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The content of this presentation is under Creative Commons Copyleft License
Attribution, Share Alike 2.5 Canadahttp://creativecommons.org/licenses/by-sa/2.5/ca/
You are free:• to Share: to copy, distribute and transmit the work• to Remix: to adapt the work
Under the following conditions:• Attribution: You must attribute the work in the manner specified by the author* or• licensor (but not in any way that suggests that they endorse you or your use of• the work)
• Share Alike: If you alter, transform, or build upon this work, you may distribute• the resulting work only under the same or similar licence to this one
*a link to http://dynamical.biz/blog/ would be great, thanks
Ani LópezSEO Consultant
improve your SEO with analytics
Thanks
Ani LópezSEO Consultantinfo@dynamical.biz
improve your SEO with analytics
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