Post on 25-Feb-2016
description
ANALYST IN A CANA self-administered SEO colonoscopy using GA, Excel & a stick to bite on.
Going From This . . .
. . . To This
Data Overload
Apples and Oranges
PROCESS
Part I: Calculate PenetrationPart II: Gather Variable DataPart III: Put them Together and PlotPart IV: Impact the Variable
PART I: CALCULATE PENETRATION
wtf is Local?
What your Site thinks Local Means
What your Site Thinks Local Means
What Urbanspoon Thinks Local Means
What Avvo thinks Local Means
What Zillow Thinks Local Means
What Yelp Thinks Local Means (hmmmmm)
What GA thinks Local Means
1. Filter your GA Data
2. Download GA Data
5. Change 500 to 10000
1. Sort by City
3. Specify show rows = 500
4. Find table.rowCount%3D500 in URL
6. Export CSV
2. Ad “Region” as Secondary Dimension
3. Download Population Data
URL: http://ezlocal.com/blog/post/Top-5000-US-Cities-by-Population.aspx
4. Clean Up Data in Excel
Key Excel Functions
• LEN – count number of characters in a cell• LEFT – define number of characters in a cell to
display (from left) • CONCATENATE – put two cells together• SEARCH – find position of a specific character
within a cell (from the left)
Clean Up Data Examples (City)
Clean Up Data Examples (Metro)
5. Standardize local and move data to same Worksheet
6. Merge Data (Vlookup crash course)
1. Sort Metro’s by Ascending order
2. Add column for population
3. Vlookup your metro
Merge Data
4. Table Array – where you are looking for the data
5.Define column w/data and use FALSE if you haven’t sorted by ascending
Merge Data6. Add strings so you can pull down
7. Pull down -
8. Calculate Penetration
Warning: Exogenous Variables
Warning Example:Country as an Exogenous Variable
Penetration List
PART II: GATHER VARIABLE DATA
9. Gather Variables
• Use the URL’s to assess effectiveness of:– Inbound links• Volume• Domain diversity• Quality (links with higher rank in Majestic or SeoMOZ)• Local (through IP ID)• Anchor text matching• The latest blackhat technique your executive team
dreamed up– Social– Long Tail: # of indexed pages
Gather Variables: Social
Gather Variables: Local Links
PART III: PUT THEM TOGETHER AND PLOT
10. Calculate Correlation Coefficient
Correlation Coefficient Warnings
• Causation vs. Correlation• Correlation between variables
11. Plot It via Scattergraph
PART IV: IMPACT THE VARIABLE
12.Impact the Variable
Stay In Touch
Conrad SaamAtticus Marketing206 486 2087@conradsaam
Slides available at:www.atticusmarketing.com/slides