Raleigh SEO Meetup“Making Decisions with Data” | February 21st,

2017

Lee KennedyAnalytics Director, Coalmarch Productions

Follow me/ask me a question:@LeeLKennedy

Two questions:1. Where do you work?

Two questions:1. Where do you work?

a. Agency

Two questions:1. Where do you work?

a. Agencyb. In-house

Two questions:1. Where do you work?

a. Agencyb. In-housec. Small business

Two questions:1. Where do you work?

a. Agencyb. In-housec. Small business

2. How long have you been working with analytics/Google Analytics?

Two questions:1. Where do you work?

a. Agencyb. In-housec. Small business

2. How long have you been working with analytics/Google Analytics?a. Beginner

Two questions:1. Where do you work?

a. Agencyb. In-housec. Small business

2. How long have you been working with analytics/Google Analytics?a. Beginnerb. Intermediate

Two questions:1. Where do you work?

a. Agencyb. In-housec. Small business

2. How long have you been working with analytics/Google Analytics?a. Beginnerb. Intermediatec. Expert

Feel free to ask specific questions!

Goals for tonight:

Goals for tonight:1. Drink beer and enjoy good company!

Goals for tonight:1. Drink beer and enjoy good company! ✓

Goals for tonight:1. Drink beer and enjoy good company! ✓2. How do I apply analytics information in my

business?

Goals for tonight:1. Drink beer and enjoy good company! ✓2. How do I apply analytics information in my

business?3. What one social media site should I focus on first,

why?

Goals for tonight:1. Drink beer and enjoy good company! ✓2. How do I apply analytics information in my

business?3. What one social media site should I focus on first,

why?4. How to identify the best outreach methods, timing,

message, and more using split tests and other data?

Goals for tonight:1. Drink beer and enjoy good company! ✓2. How do I apply analytics information in my

business?3. What one social media site should I focus on first,

why?4. How to identify the best outreach methods, timing,

message, and more using split tests and other data?

5. How can I use SQL databases and server logs for SEO purposes?

Goals for tonight:1. Drink beer and enjoy good company! ✓2. How do I apply analytics information in my

business?3. What one social media site should I focus on first,

why?4. How to identify the best outreach methods, timing,

message, and more using split tests and other data?

5. How can I use SQL databases and server logs for SEO purposes?

Here’s the secret:

Goal #2 > How do I apply this in my business? >

Goal #2 > How do I apply this in my business? >

Goal #2 > How do I apply this in my business? >

1.Look at the data and insights will magically

appear!

Goal #2 > How do I apply this in my business? >

1.Look at the data and insights will magically

appear!2.Make a comparison.

3.Ask why.

Goal #2 > How do I apply this in my business? >

How do I apply this in my business?

Goal #2 >

How do I apply this in my business?

1. Let’s look at the four main Google Analytics (GA) reports.

Goal #2 >

How do I apply this in my business?

1. Let’s look at the four main Google Analytics (GA) reports.a. Audience (who are the people coming to my

website?)

Goal #2 >

How do I apply this in my business?

1. Let’s look at the four main Google Analytics (GA) reports.a. Audience (who are the people coming to my

website?)b. Acquisition (how do people find my website?)

Goal #2 >

How do I apply this in my business?

1. Let’s look at the four main Google Analytics (GA) reports.a. Audience (who are the people coming to my

website?)b. Acquisition (how do people find my website?)c. Behavior (what do people do when they get

there?)

Goal #2 >

How do I apply this in my business?

1. Let’s look at the four main Google Analytics (GA) reports.a. Audience (who are the people coming to my

website?)b. Acquisition (how do people find my website?)c. Behavior (what do people do when they get

there?)d. Conversion (are they completing the goals

we’ve set up?)

Goal #2 >

How do I apply this in my business?

1. Let’s look at the four main Google Analytics (GA) reports.a. Audience (who are the people coming to my

website?)b. Acquisition (how do people find my website?)c. Behavior (what do people do when they get

there?)d. Conversion (are they completing the goals

we’ve set up?)2. For each report, I’ll give examples of how it applies

to real world issues.

Goal #2 >

Let’s get into it.

Goal #2 > How do I apply this in my business? >

First, this.Goal #2 > How do I apply this in my business? >

First, this.Goal #2 > How do I apply this in my business? >

First, this.Goal #2 > How do I apply this in my business? >

To remove (most) spam from GA:

Goal #2 > How do I apply this in my business? >

To remove (most) spam from GA:

Goal #2 > How do I apply this in my business? >

To remove (most) spam from GA:

Goal #2 > How do I apply this in my business? >

Audience Reports1. Demographics & Interests2. Geographic3. Behavior4. Technology/Mobile

Goal #2 > How do I apply this in my business? >

Demographics& Interests

Goal #2 > How do I apply this in my business? > Audience Reports >

Demographics & InterestsGoal #2 > How do I apply this in my business? > Audience Reports >

Demographics & InterestsGoal #2 > How do I apply this in my business? > Audience Reports >

Demographics & InterestsGoal #2 > How do I apply this in my business? > Audience Reports >

Geographic

Goal #2 > How do I apply this in my business? > Audience Reports >

GeographicGoal #2 > How do I apply this in my business? > Audience Reports >

GeographicGoal #2 > How do I apply this in my business? > Audience Reports >

What can we do with this info?

Goal #2 > How do I apply this in my business? > Audience Reports >

Goal #2 > How do I apply this in my business? > Audience Reports >

Demographics & InterestsGoal #2 > How do I apply this in my business? > Audience Reports >

When you find a group of users

that interest you:1.Create an advanced segment and explore

other reports.2.Create a new View and

isolate/filter them.

Goal #2 > How do I apply this in my business? > Audience Reports >

Demographics & InterestsGoal #2 > How do I apply this in my business? > Audience Reports >

Demographics & InterestsGoal #2 > How do I apply this in my business? > Audience Reports >

Demographics & InterestsGoal #2 > How do I apply this in my business? > Audience Reports >

GeographicGoal #2 > How do I apply this in my business? > Audience Reports >

GeographicGoal #2 > How do I apply this in my business? > Audience Reports >

Demographics & InterestsGoal #2 > How do I apply this in my business? > Audience Reports >

Demographics & InterestsGoal #2 > How do I apply this in my business? > Audience Reports >

Behavior

Goal #2 > How do I apply this in my business? > Audience Reports >

BehaviorGoal #2 > How do I apply this in my business? > Audience Reports >

BehaviorGoal #2 > How do I apply this in my business? > Audience Reports >

BehaviorGoal #2 > How do I apply this in my business? > Audience Reports >

Behavior1.Personalize Your Website2.Showcase What’s New and Popular3.Create a Good User Experience (UX)4.Engage Users through Email5.Reward Your Brand Advocates

https://www.addthis.com/academy/5-ways-to-keep-visitors-coming-back-to-your-website

Goal #2 > How do I apply this in my business? > Audience Reports >

Technology/Mobile

Goal #2 > How do I apply this in my business? > Audience Reports >

Technology/Mobile1. Browser/Browser Version2. Screen Resolution3. Mobile Device

Website Usability/Quality Assurance

Goal #2 > How do I apply this in my business? > Audience Reports >

Technology/MobileGoal #2 > How do I apply this in my business? > Audience Reports >

Acquisition Reports1. All Traffic2. Search Console3. Social4. AdWords5. Campaigns

Goal #2 > How do I apply this in my business? >

All Traffic

Goal #2 > How do I apply this in my business? > Acquisition Reports >

All Traffic

Goal #2 > How do I apply this in my business? > Acquisition Reports >

Goal #2 > How do I apply this in my business? > Acquisition Reports >

Goal #2 > How do I apply this in my business? > Acquisition Reports >

Goal #2 > How do I apply this in my business? > Acquisition Reports >

All TrafficGoal #2 > How do I apply this in my business? > Acquisition Reports >

All Traffic

If you focus on one thing in SEO:

Year-over-YearOrganic Traffic + Conversion Rate

Goal #2 > How do I apply this in my business? > Acquisition Reports >

All TrafficGoal #2 > How do I apply this in my business? > Acquisition Reports >

All TrafficGoal #2 > How do I apply this in my business? > Acquisition Reports >

Goals for tonight:1. Drink beer and enjoy good company! ✓2. How do I apply analytics information in my

business?3. What one social media site should I focus on first,

why? 4. How to identify the best outreach methods, timing,

message, and more using split tests and other data?

5. How can I use SQL databases and server logs for SEO purposes?

All Traffic1.B2C w/ older demographic: Facebook2.B2C, image-focused: Instagram/Pinterest

3.B2C w/ younger demographic: Snapchat4.B2C in a tech field: Twitter5.B2C/B2B, video-focused: YouTube6.B2B: LinkedIn/Twitter

Goal #3 > What one social media site should I focus on first, why?

All TrafficGoal #2 > How do I apply this in my business? > Acquisition Reports >

All TrafficGoal #2 > How do I apply this in my business? > Acquisition Reports >

All TrafficTo learn even more about the value of your

social traffic:

Campaign Tagging!

Goal #3 > What one social media site should I focus on first, why?

All TrafficGoal #2 > How do I apply this in my business? > Acquisition Reports >

All Traffic

https://ga-dev-tools.appspot.com/campaign-url-builder/

Goal #3 > What one social media site should I focus on first, why?

All Traffic

http://www.annielytics.com/guides/definitive-guide-campaign-tagging-google-analytics/

Goal #3 > What one social media site should I focus on first, why?

Social1. Network Referrals2. Landing Pages3. Conversions4. Social Plugins

Goal #3 > What one social media site should I focus on first, why?

SocialGoal #3 > What one social media site should I focus on first, why?

Goals for tonight:1. Drink beer and enjoy good company! ✓2. How do I apply analytics information in my

business?3. What one social media site should I focus on first,

why? ✓4. How to identify the best outreach methods, timing,

message, and more using split tests and other data?

5. How can I use SQL databases and server logs for SEO purposes?

Search Console

Goal #2 > How do I apply this in my business? > Acquisition Reports >

Search ConsoleGoal #2 > How do I apply this in my business? > Acquisition Reports >

Search ConsoleGoal #2 > How do I apply this in my business? > Acquisition Reports >

Search ConsoleGoal #2 > How do I apply this in my business? > Acquisition Reports >

Search ConsoleGoal #2 > How do I apply this in my business? > Acquisition Reports >

Goals for tonight:1. Drink beer and enjoy good company! ✓2. How do I apply analytics information in my

business?3. What one social media site should I focus on first,

why? ✓4. How to identify the best outreach methods, timing,

message, and more using split tests and other data?

5. How can I use SQL databases and server logs for SEO purposes?

SQL DatabasesGoal #5 > How can I use SQL databases and server logs for SEO purposes?

SQL DatabasesGoal #5 > How can I use SQL databases and server logs for SEO purposes?

SQL Databases1. Install Python2. Install MySQL3. Set up hosting like an Amazon Web Services server4. Download Paul’s Python script + run it

Goal #5 > How can I use SQL databases and server logs for SEO purposes?

SQL Databases1. Install Python2. Install MySQL3. Set up hosting like an Amazon Web Services server4. Download Paul’s Python script + run it

5. THEN run queries on the database to analyze the data.

Goal #5 > How can I use SQL databases and server logs for SEO purposes?

SQL DatabasesGoal #5 > How can I use SQL databases and server logs for SEO purposes?

SQL DatabasesGoal #5 > How can I use SQL databases and server logs for SEO purposes?

SQL DatabasesGoal #5 > How can I use SQL databases and server logs for SEO purposes?

Server LogsGoal #5 > How can I use SQL databases and server logs for SEO purposes?

Server LogsFrom hosting provider:

1. access.log2. error.log

Goal #5 > How can I use SQL databases and server logs for SEO purposes?

Server Logshttps://moz.com/blog/server-log-essentials-for-seo

A sample server log (abbreviated):

Goal #5 > How can I use SQL databases and server logs for SEO purposes?

Server Logshttps://moz.com/blog/server-log-essentials-for-seo

A sample server log (abbreviated):

Goal #5 > How can I use SQL databases and server logs for SEO purposes?

Server LogsURI_request:/wp-content/themes/esp/help.php

Response Code:404

User-agent:Mozilla/5.0 (compatible; Googlebot/2.1; +http://www.google.com/bot.html)

Goal #5 > How can I use SQL databases and server logs for SEO purposes?

Server Logs1. Unnecessary crawl budget expenditure2. Pages it considers important / not important3. If there are any bot traps4. Is Google making up 404 errors by trying to make

up URLs (think JavaScript)5. Is Google trying to fill out forms?

Goal #5 > How can I use SQL databases and server logs for SEO purposes?

Server LogsGoal #5 > How can I use SQL databases and server logs for SEO purposes?

Goals for tonight:1. Drink beer and enjoy good company! ✓2. How do I apply analytics information in my

business?3. What one social media site should I focus on first,

why? ✓4. How to identify the best outreach methods, timing,

message, and more using split tests and other data?

5. How can I use SQL databases and server logs for SEO purposes? ✓

AdWords

Goal #2 > How do I apply this in my business? > Acquisition Reports >

AdWords

Goal #2 > How do I apply this in my business? > Acquisition Reports >

AdWordsGoal #2 > How do I apply this in my business? > Acquisition Reports >

Campaigns

Goal #2 > How do I apply this in my business? > Acquisition Reports >

CampaignsGoal #2 > How do I apply this in my business? > Acquisition Reports >

Goals for tonight:1. Drink beer and enjoy good company! ✓2. How do I apply analytics information in my

business?3. What one social media site should I focus on first,

why? ✓4. How to identify the best outreach methods, timing,

message, and more using split tests and other data?

5. How can I use SQL databases and server logs for SEO purposes? ✓

CampaignsGoal #4 > How to identify the best outreach methods, timing, message, etc?

CampaignsGoal #4 > How to identify the best outreach methods, timing, message, etc?

Campaigns1.Delivery rate2.Open rate3.Opt-out rate4.Click to delivery rate5.Response rate6.Conversion rate of outreach7.ROI of outreach

https://www.optimizesmart.com/7-powerful-kpis-measure-link-building-outreach/

Goal #4 > How to identify the best outreach methods, timing, message, etc?

Goals for tonight:1. Drink beer and enjoy good company! ✓2. How do I apply analytics information in my

business?3. What one social media site should I focus on first,

why? ✓4. How to identify the best outreach methods, timing,

message, and more using split tests and other data? ✓

5. How can I use SQL databases and server logs for SEO purposes? ✓

Behavior Reports1. Site Content2. Events3. Site Speed & Site Search4. Experiments

Goal #2 > How do I apply this in my business? >

Site Content

Goal #2 > How do I apply this in my business? > Behavior Reports >

All Pages

Goal #2 > How do I apply this in my business? > Behavior Reports >

Site ContentGoal #2 > How do I apply this in my business? > Behavior Reports >

Site ContentTo rate organic performance and

site navigation:

What % of total pageviews are home pageviews?

Goal #2 > How do I apply this in my business? > Behavior Reports >

Site ContentGoal #2 > How do I apply this in my business? > Behavior Reports >

Site ContentGoal #2 > How do I apply this in my business? > Behavior Reports >

Site ContentGoal #2 > How do I apply this in my business? > Behavior Reports >

Site ContentGoal #2 > How do I apply this in my business? > Behavior Reports >

Site ContentGoal #2 > How do I apply this in my business? > Behavior Reports >

“Found Rate” =Total Pageviews / Total

Entrances

Goal #2 > How do I apply this in my business? > Behavior Reports >

Site ContentGoal #2 > How do I apply this in my business? > Behavior Reports >

Goal #2 > How do I apply this in my business? > Behavior Reports >

Goal #2 > How do I apply this in my business? > Behavior Reports >

“Attraction Pages”: Optimize them for search, try to make the user stay.

Goal #2 > How do I apply this in my business? > Behavior Reports >

“Interest Pages”: Experiment with more

content, try to make the user convert.

Goal #2 > How do I apply this in my business? > Behavior Reports >

Landing Pages

Goal #2 > How do I apply this in my business? > Behavior Reports >

Site ContentGoal #2 > How do I apply this in my business? > Behavior Reports >

Site ContentGoal #2 > How do I apply this in my business? > Behavior Reports >

Events

Goal #2 > How do I apply this in my business? > Behavior Reports >

EventsGoal #2 > How do I apply this in my business? > Behavior Reports >

EventsGoal #2 > How do I apply this in my business? > Behavior Reports >

EventsGoal #2 > How do I apply this in my business? > Behavior Reports >

EventsGoal #2 > How do I apply this in my business? > Behavior Reports >

EventsGoal #2 > How do I apply this in my business? > Behavior Reports >

EventsGoal #2 > How do I apply this in my business? > Behavior Reports >

EventsGoal #2 > How do I apply this in my business? > Behavior Reports >

EventsGoal #2 > How do I apply this in my business? > Behavior Reports >

Site Speed& Site Search

Goal #2 > How do I apply this in my business? > Behavior Reports >

Site Speed & Site SearchGoal #2 > How do I apply this in my business? > Behavior Reports >

Site Speed & Site SearchGoal #2 > How do I apply this in my business? > Behavior Reports >

Experiments

Goal #2 > How do I apply this in my business? > Behavior Reports >

ExperimentsGoal #2 > How do I apply this in my business? > Behavior Reports >

ExperimentsGoal #2 > How do I apply this in my business? > Behavior Reports >

Conversion Reports1. Goals2. Ecommerce3. MCF/Attribution

Goal #2 > How do I apply this in my business? >

Goals

Goal #2 > How do I apply this in my business? > Conversion Reports >

GoalsGoal #2 > How do I apply this in my business? > Conversion Reports >

GoalsGoal #2 > How do I apply this in my business? > Conversion Reports >

GoalsGoal #2 > How do I apply this in my business? > Conversion Reports >

GoalsGoal #2 > How do I apply this in my business? > Conversion Reports >

Ecommerce

Goal #2 > How do I apply this in my business? > Conversion Reports >

EcommerceGoal #2 > How do I apply this in my business? > Conversion Reports >

EcommerceGoal #2 > How do I apply this in my business? > Conversion Reports >

EcommerceGoal #2 > How do I apply this in my business? > Conversion Reports >

EcommerceGoal #2 > How do I apply this in my business? > Conversion Reports >

MCF/Attribution

Goal #2 > How do I apply this in my business? > Conversion Reports >

MCF/AttributionGoal #2 > How do I apply this in my business? > Conversion Reports >

MCF/AttributionGoal #2 > How do I apply this in my business? > Conversion Reports >

MCF/AttributionGoal #2 > How do I apply this in my business? > Conversion Reports >

MCF/AttributionGoal #2 > How do I apply this in my business? > Conversion Reports >

MCF/AttributionGoal #2 > How do I apply this in my business? > Conversion Reports >

MCF/AttributionGoal #2 > How do I apply this in my business? > Conversion Reports >

Goals for tonight:1. Drink beer and enjoy good company! ✓2. How do I apply analytics information in my

business? ✓3. What one social media site should I focus on first,

why? ✓4. How to identify the best outreach methods, timing,

message, and more using split tests and other data? ✓

5. How can I use SQL databases and server logs for SEO purposes? ✓

Start your day with 15 minutes in GA.Explore a report you don’t use often.

Coalmarch Productions230 Fayetteville St #201Raleigh, NC 27601

Phone: 919-670-4996Email: info@coalmarch.comTwitter: @CoalmarchWebsite: www.coalmarch.com

Questions?

Thanks!