Measuring ROI in the Age of (not provided)


The Presentation inside:

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Measuring ROI in the Age of (not provided) Feb 20th, 2014 Tim Resnik @tresnik Join us on Twitter at #Mozinar Questions or problems? Email [email protected]


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2 How did this poker player help me drive search traffic? http://upload.wikimedia.org/wikipedia/commons/thumb/8/8a/JeffLisandro.jpg/1280px-JeffLisandro.jpg


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3 Psst…I bet there is some good stuff here * For example only. Not the real numbers


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4 * For example only. Not the real numbers


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5 Aha! – It’s Simple $$$


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6


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7 Measure Efforts Exploit Opportunities The Past The Future Place your bets Smart Data Fuels Smart Bets


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8 There’s enough for everyone! Wahoo!


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9 There’s enough for everyone! We’re all rich!


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10 Topics Pages Went Nuts


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11 (not provided)


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12 Our Fears were Assuaged Impact will be in the single digits


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13 2012


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14 Well…


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15 Getting Close to 100%


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16


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17 RIP Keywords


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18 Measure Efforts Exploit Opportunities The Past The Future Place your bets Smart Bets with Smart Data


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19 Take action! Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google Analytics Extract data from google referral string


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20 Tip #1: Use Google Webmaster Tools


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21 Tip #1: Use Google Webmaster Tools Limitation #1: Limited data set Vs. Google Analytics has at least 30X more keywords than Webmaster Tools for Moz


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22 Tip #1: Use Google Webmaster Tools Limitation #2: Limited timeframe Only 90 Days of Keyword Data


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23 Tip #1: Use Google Webmaster Tools Limitation #3: Limited Google Analytics integration Google Analytics does not provided any additional features or value for Google Webmaster Tools data


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24 Tip #1: Use Google Webmaster Tools Limitation #4: No Transparency


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25 Tip #1: Use Google Webmaster Tools Scorecard:


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26 Take action! Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google Analytics Extract data from google referral string


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27 Tip #2: Pass Meta Data in Custom Variables


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28 Tip #2: Pass Meta Data in Custom Variables Your site has lots of useful stuff to help you figure out context _gaq.push(['_setCustomVar', 1, ’category', <?= $director ?>, 2]); Pass this data through a custom variable


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29 Tip #2: Pass Meta Data in Custom Variables Use your custom variable as the secondary dimension to landing page for Google search referrals


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30 Tip #2: Pass Meta Data in Custom Variables Scorecard:


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31 Take action! Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google Analytics Extract data from google referral string


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32 Tip #3: Custom Variables w/ WordPress Categories, tags, author GA Plugin Data Place your bets


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33 Tip #3: Custom Variables w/ WordPress


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34 Should you do it? – Why Not? Scorecard:


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35 Take action! Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google Analytics Extract data from google referral string


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36 Tip #4: Content Grouping in GA


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37 I want to know what beer type receives the most traffic from Google Search. MyBeerBlog.com IPA Pale Porter CO OR CO OR CO OR Tip #4: Content Grouping in GA


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38 Tip #4: Content Grouping in GA MyBeerBlog.com (1,000 visits) IPA (300) Pale (200) Porter (50) CO (50) OR (250) CO (75) OR (125) CO (40) OR (10)


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39 Tip #4: Content Grouping in GA MyBeerBlog.com (1,000 visits) IPA (300) Pale (200) Porter (50) CO (50) OR (250) CO (75) OR (125) CO (40) OR (10) More investigation needed, but looks promising


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40 Tip #4: Content Grouping in GA


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41 Tip #4: Content Grouping in GA MyBeerBlog.com/reviews/ipa/or/double-mountain-review /reviews/(.*)/ will create content categories based on the directory for type (ipa, pale, porter) Method #1: Extraction


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42 Method #2: Create Rules Tip #4: Content Grouping in GA


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43 Use the tracking code feature if your URL structures are not Just like a custom variable, you can automate to pass through a category, tag or other metadata Tip #4: Content Grouping in GA


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44 Tacking Code Method is Best for Moz: Tip #4: Content Grouping in GA http://moz.com/blog/social-engagement-metrics-that-matter


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45 Tacking Code Method is Best for Moz: Tip #4: Content Grouping in GA ga('set', ’Blogs', ’Social Media');


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46 Should you do it? -- Maybe


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47 Take action! Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google Analytics Extract data from google referral string


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48 Not too long ago…


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49 Tip #5: Extract Data from Google Referral


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50 How much is a video/news/image result worth to you? There is no way to know…or is there?


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51 Tip #5: Extract Data from Google Referral https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&ved=0CDIQFjAA&url=http%3A%2F%2Fradiohead.com%2F&ei=8zAQUf_DGIHO9AT76oHACA&usg=AFQjCNEuIlxuET2Onkcq_gLo6qAMpILDew&bvm=bv.41867550,d.eWU This string can help!


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52


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53 Extract and Segment in Google Analytics


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54 Setup a new profile


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55 Setup 2 New Filters


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56 Filter #1 Regex to capture VED in referral string


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57 Filter #1 We’ll use this in the next filter: “VED – CD”


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58 Filter #2 Calls the custom field we just created: “VED – CD” Extracts the referring search engine


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59 The result


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60 Should you do it? – Yes


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61 Take action! Use Google webmaster Tools Pass Meta Data through custom variables Leverage wordpress plugins Group content using Google Analytics Extract data from google referral string


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62 Measure Efforts Exploit Opportunities The Past The Future Place your bets Smart Data Fuels Smart Bets


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63 The recording & the slide deck will be available soon on our site: http://moz.com/webinars Tim Resnik @tresnik [email protected]


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