Universal Analytics and SEO: How to improve your SEM strategy with Analytics's new features.

What Universal Analytics can do for your SEM

strategy.

@smonnier

Who am I?● Natural Language Processing Academic Background● Googler for 3 years (Search Quality + GA team)● Woptimo founder in 2010: SEO, SEA, Digital Analytics...● Woptimo international founder in 2013

Some clients:

@smonnier

Server-side Hit● GoogleBot monitoring● Offline conversionCustom Dimensions● MetaRobots information● Authorship

@smonnier

Server-side Hit. It is time to take control of all your metrics.

What is an offline conversion?http://jonburrows.co.uk/media/images/offline.pn g

OK

Client ID

Client ID

OK

1 - Use Universal Analyticshttp://www.stumiller.me/wp-content/uploads/2013/07/googles-new-universal-analytics.jpg

2 - Send Client ID along with the form

<script>

ga(function(tracker) { var clientId = tracker.get('clientId'); $("form.wpcf7-form").append("<input type='hidden' name='clientId' value='"+clientId+"'>");});

</script>

3 - Save the ID in your CRM (or just keep it in your incoming e-mail)

4 - Create a specific form

When processing the formJust send it to GA collector... with a server-side Hit

using curl or any other system.

Define this event as a goal in Analytics

GoogleBot Monitoring

Why should you monitor GoogleBot ?

● Know if GoogleBot misses some pages● Evaluate time between publishing and crawling / indexing● Identify pages that should not get crawled● Check how important Google thinks you are

Specific Universal Analytics account

Specific PHP server-side script inspired by Cardinal Path’s script (source)

Check PageViews report --> interesting insights

Not as accurate as checking your log file, but much easier to put in place.

Custom Dimensions

Collect anything : Metrics or other type of data

Example 1 - Custom Dimension - Robots

1

In GA Admin - Create the Custom Dimension

2In GTM, create a macro to get Meta Robots

Example 1 - Custom Dimension - Robots

3In GTM - send the macro as Custom Dimension

4In Ga - Create a Custom Report

Example 2 - Authorship

Example 2 - Custom Dimension - Authorship

Same process:

1. Create a Macro in GTM2. Send the Macro as a Custom Dimension3. Create the custom Dimension In GA4. Create a custom Report

.... and voilà !

Beyond usual Analytics

A WebPage is not only● URL● Title

It also has● an author● indication for the bots● call-to-action● a layout● breadcrumbs● convincing and relevant content● images, rich media ...

All this can have an impact on SEO, we should integrate this in your Digital Analytics

Here is a sample of things I would like to know

Do I get SEO traffic on pages with a canonical link?

Do people stay longer on articles with images? what kind of images?

Which author manage to have the more comments? Is it related to the size of its articles?

If I use 3 synonyms of my main keyword, will I get more SEO traffic?

Do I have more SEO traffic when sentences are short?

... and this is just the beginning. @smonnier