Advanced AnalyticsJoanna Butler

@JoannaButler Search Engine Chocolate .com

SEO & Online Marketing Consultant

Summary

Advanced SegmentationUsing Google Analytics

Analysing the AnalyticsIdentifying Trends

Creating Actionable StrategiesIndentify SEO and PPC Opportunities

Introduction

• Key Performance Indicators (KPIs)KPIs on their own are of little help

• Filters and regular expressionsTakes time to wait for data

• Advanced SegmentationSegment past, current and future data on the fly

Advanced SegmentationA Case Study

SEO and Pay-per-ClickKeyword Selection

• Identifying the Long Tail

• Identifying the Short Tail (Head)

Identifying the Long Tail & Short Tail

No. Visitsor

Visitors

Keyword / Key phrase

Identifying the Long Tail & Short Tail

No. Visitsor

Visitors

Keyword / Key phrase

Identifying the Long Tail & Short Tail

No. Visitsor

Visitors

Keyword / Key phrase

Identifying the Long Tail & Short Tail

No. Visitsor

Visitors

Keyword / Key phrase

Short Tail(Head)

Identifying the Long Tail & Short Tail

No. Visitsor

Visitors

Keyword / Key phrase

Short Tail(Head)

Long Tail

Identifying the Long Tail & Short Tail

• Select time period where your site hadmany visits (takes time)

• Google Analytics givesonly the keywordsthat visitors used toSUCCESSFULLY FIND your site

Identifying the Long Tail & Short TailCharacteristics

Short Tail

• FEW key phrases • Accounts for MOST traffic

(55-75% approx.)

Long Tail

•MANY key phrases •INDIVIDUALLY small amount of traffic•COLLECTIVELY significant amount of traffic

Identifying the Long Tail & Short TailKey Phrase Types and Visitor Motivations

Short Tail

• Dominated by BRAND key phrases (company name, product names)

• Most likely to ALREADY know you (existing customers)

Long Tail

•Dominated by CATEGORY key phrases (generic, not company specific)•Least likely to be existing customer, therefore they are your PROSPECTS•Focus on the Long Tail if you wish to GROW your business

Your Current Search Marketing Strategy

Aggregated SEO – PPCVisits Analysis Distribution of SEM Budget

Short tail key phrases 65%

90%PPC 45%

SEO 55%

Long tail key phrases 35%

10%PPC 20%

SEO 80%

An example of a typical search marketing strategy before optimisation

Short Tail (Head) Key Phrases

• Why pay for your own brand name?• Why pay for your existing customers?

Use SEO

Long Tail Key Phrases

• Invest in visitors who have begun the buying cycle• Reach prospects without the need for difficult, long-term SEO

Use PPC

Advanced SegmentationShort Tail

Advanced SegmentationShort Tail

• Study Top Content• Landing Pages• Exit Pages

What are their motivations?

Advanced SegmentationLong Tail

Advanced SegmentationLong Tail AND ‘Engaged’ Visits

Advanced SegmentationLong Tail AND ‘Engaged’ Visits

Best Referring Websites• Increase presence on those websites• Create incentive for visitor referrals?

Best Landing Pages• Which pages hooked visitors?• Which was the top content? (Pages / PDFs)

Best ‘Quality’ Key Phrases• Highest conversion rates• Compare pages per visit, time on site

Use findings to choose

PPC keywords

Use findings to optimise

website content

Use findings to increase prospects

Advanced SegmentationLong Tail AND ‘Engaged’ Visits

No. Visitsor

Visitors

Keyword / Key phrase

Advanced SegmentationLong Tail AND ‘Engaged’ Visits

No. Visitsor

Visitors

Keyword / Key phrase

Highest ROI Keywords for PPC• High conversion rate• High pages per visit• High time on site• Low bounce rate

Your Optimised Search Marketing Strategy

Aggregated SEO – PPCVisits Analysis Distribution of SEM Budget

Short tail key phrases 65%PPC 45%

SEO 55%

Long tail key phrases 35%PPC 20%

SEO 80%

An example of a typical search marketing strategy after optimisation

10%

90%

Recap

“Average Statistics are Average”• Dig deeper• Find the reason behind statistics

SEO• Don’t pay for traffic you rightly deserve (brand names)• Don’t pay for existing customers

PPC• Choose highest ROI keywords• Target those early in the buying cycle

Takeaway TipsBreak down all statistics to find trends and hidden strategies

Referring WebsitesBreak down into types:• Organic Search• Paid Search• Email• Direct• Social Media

– Facebook– Twitter– LinkedIn

Length of VisitBreak down into distribution:• 0 – 10 seconds• 11 – 30 seconds• 31 – 60 seconds• Etc.

Which pages are included in visits between 30 seconds and 2 minutes?

Advanced AnalyticsAny Questions?

@JoannaButler

Search Engine Chocolate .com

Joanna @ Search Engine Chocolate .com