Measuring Success: SES London 2007 An Introduction to Web Analytics

Measuring Success: SES London 2007

An Introduction to Web Analytics

● Types of Tracking

● Why You Need Analytics

● How to Employ Tracking Data

● Specific ExamplesIndextools Data for SEOmoz.org

The Two Types of Web Analytics


The Two Types of Web Analytics

Log Files Analysis

● Inaccurate (spiders, bots, corporate ISPs, proxies, caching, et al.)

● Data already available (on the server)

● Shows failed requests

Script-Based Tracking

● Greater accuracy (for visitors)

● Easier to segment and record specific actions

● Often does not show non-human activity or server errors


Log Files & Log File Analysis

● Easy to Use● Free● Inaccurate● Lacks advanced

tracking abilities

AWStats, a popular log file tool


Script-Based Visitor Tracking

● Javascript allows for greater accuracy (usually) and greater customization

● Script-use enables segmentation and action tracking

Why Do I Need Web Analytics?


Why Do I Need Web Analytics?

● To Answer These Basic Questions:– How many people visit my site?– What pages are getting visited?– How do visitors reach my site?

● Or Some More Advanced Ones:– Where do my best visitors come from?– How much do I earn on average per visitor?– Which pages help to convert visitors into buyers?


Record Progress & Popularity

● Unique Visits● Return Visits● Visits / User

– Page Views

– Pg View / User

– Search Traffic

– Referral Traffic

– Regions / Languages

– Browsers


Analyze the Sources of Traffic

● Search Engines● Referral Traffic

(links)● Direct Type-Ins● RSS Feeds● Paid Search● Specific Campaigns

(using tracking code)


Determine the Success of Your Site

● Bounce Rate● Browse Rate● Return Visits● Visitor Loyalty● Pg Views / Visit● Traffic Growth● Advanced

Metrics (using action tracking)

How Should I EmployAnalytics Data?


How Should I Employ Analytics Data

● Find Specific Metrics that are applicable to your site:– Problems that need to be addressed– Weaknesses in your site's offerings– Opportunities for new content or marketing

● Create a Dashboard to Show you the Most Important Data Daily


An Example of SEOmoz's Dashboard


Identify Basic Problems & Opportunities

● Where are Visitors Exiting Your Site?

● Has Search Traffic Dropped Off or Skyrocketed?

● What Sources of Traffic Provide High vs. Low Quality Traffic?

● What Content Helps Convert Visitors?


Launch, Collect Data, Refine, Repeat

● Identify a Problem – e.g. Bounce rates for blog posts are very high.

● Brainstorm Ideas on How to Address - e.g.Add “Related Posts” links in the sidebar.

● Make Changes to the Site/Page - e.g.Create Universal “Related Posts” links.

● Track Improvements, Refine, & Repeat - e.g.Watch Statistics for Bounce Rates from Blog Entry Pages

The Miracle of Action Tracking


The Huge Impact of Action Tracking● Action Tracking is the Holy Grail of Analytics

– See what searches, referrers & pages are sending you the highest quality visitors


Segmenting Proclivity to Convert

● Using Action Tracking You Can Determine Which Visitors Convert (and at what rate):

– By Search Terms & Phrases– By Referring URLs and Domains– By Advertising Clicks– By Region, Language, or Other Demographics– By Pages Visited (or Click-Path)

More Stats That Matter


The “Linkbait Bump”

● After a “BIG” bump in traffic from media attention or referring links, a site will “retain” some of that traffic on a permanent basis, resulting in increased average traffic levels. This is one of the reasons I love linkbait :)


Inbound Links & Reputation Management


A Few of My Favorites

● Browse Rate by Referring DomainShows how interested an audience from a given website is in your content.

● Conversion Rate by Search PhrasesShows which search terms bring the best traffic.

● First Time vs. Returning VisitorsWatch activity from loyalists vs. first-timers.


More Resources on Analytics

● blog.mindvalleylabs.com– Test Ad Copy, Style, Landing Pages & Results

● www.optimizeandprophesize.com– Jon Mendez on SEM & Analytics

● ww.stonetemple.com/blog/– Eric Enge Covers Analytics, look for his

comprehensive report coming in May.● www.seomoz.org/blog/category/10

– We Write About Analytics on SEOmoz, too.

This Presentation Available Online at

www.seomoz.org/2007/

Measuring Success: SES London 2007 An Introduction to Web Analytics

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