Analyst in a Can
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Transcript of Analyst in a Can
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ANALYST IN A CANA self-administered SEO colonoscopy using GA, Excel & a stick to bite on.
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Going From This . . .
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. . . To This
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Data Overload
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Apples and Oranges
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PROCESS
Part I: Calculate PenetrationPart II: Gather Variable DataPart III: Put them Together and PlotPart IV: Impact the Variable
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PART I: CALCULATE PENETRATION
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wtf is Local?
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What your Site thinks Local Means
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What your Site Thinks Local Means
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What Urbanspoon Thinks Local Means
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What Avvo thinks Local Means
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What Zillow Thinks Local Means
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What Yelp Thinks Local Means (hmmmmm)
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What GA thinks Local Means
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1. Filter your GA Data
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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
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3. Download Population Data
URL: http://ezlocal.com/blog/post/Top-5000-US-Cities-by-Population.aspx
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4. Clean Up Data in Excel
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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)
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Clean Up Data Examples (City)
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Clean Up Data Examples (Metro)
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5. Standardize local and move data to same Worksheet
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6. Merge Data (Vlookup crash course)
1. Sort Metro’s by Ascending order
2. Add column for population
3. Vlookup your metro
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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
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Merge Data6. Add strings so you can pull down
7. Pull down -
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8. Calculate Penetration
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Warning: Exogenous Variables
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Warning Example:Country as an Exogenous Variable
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Penetration List
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PART II: GATHER VARIABLE DATA
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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
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Gather Variables: Social
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Gather Variables: Local Links
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PART III: PUT THEM TOGETHER AND PLOT
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10. Calculate Correlation Coefficient
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Correlation Coefficient Warnings
• Causation vs. Correlation• Correlation between variables
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11. Plot It via Scattergraph
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PART IV: IMPACT THE VARIABLE
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12.Impact the Variable
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Stay In Touch
Conrad SaamAtticus Marketing206 486 2087@conradsaam
Slides available at:www.atticusmarketing.com/slides