Advanced Analytics & SEO Workshop Nov 16, 2017 Georgia - - PowerPoint PPT Presentation

Advanced Analytics & SEO Workshop

Nov 16, 2017 Georgia Institute of Technology

About Cheyenne Throckmorton

Georgia Tech Graduate

• B.S. Comp Sci ( Psy | Cog Sci )

15+ Years Pharma Industry Leadership Coach Owner of Massive Reach | 2015 -

cheyenne@massivereach.com | @cheyennejack | www.massivereach.com

About Today…. Going Deeper Into

Google Analytics Webmaster Tools Building Pages for Search Engines w Keywords Bonus: Google Data Studio

GOOGLE ANALYTICS

Morning Recap

KPIs (Key Performance Indicators)

What Matters Most?

Google Analytics Admin Configuration

Chrome Extensions

Tag Assistant Page Analytics

Administration Levels

Filter - Examples

Filter Order Matters

• lowercase uri helps
• does not fix url vars

Careful w/ valid hostname if you track

• ther domains like youtube or

mailchimp too.

Live Demo

Google Analytics Solutions Gallery

https://www.google.com/analytics/gallery/

CHALLENGE: Admin Configuration

Create a New View Filter Traffic

• Try only from this IP
• Lowercase URLs
• Get Full Domain

SHARE What could be some other ways you’d like to slice data using data and filters?

Google Analytics Setting Up Goals

Goals

CHALLENGE: Goal Configuration

Use Your New View Set up a goal after a user has visited more than 5 pages and stayed at least 3min Set up a goal if they hit a certain page SHARE What other goals are you using? What goals might you find useful?

Google Analytics Advanced Reporting

Event Tracking

Live Demo - Exploring Deeper Reports

Strange things you might find

Thank you page as a landing page - Session Timeouts Behavior Flow: Drop-offs vs Bounce Rate

• Drop-offs = node to node (won’t account for same page reload or events)

Spam.. A lot of Russian.. especially our friend Vitaly Others? There are plenty… … onto the Challenge

CHALLENGE: Advanced Insights

DATA

• Year over year comparison by age
• Engagement by Mobile Brand
• High Bounce Languages
• Top pages that lose visitors
• 3rd most popular page for visitors who

start on the home page

• Which pages are slow?
• How might you make them faster?

Dashboards & Reports

• Social Media Dashboard
• Custom Shared Report w Segment
• Leave Annotations
• Export & Share

SHARE See what other useful information you can find to share with us. Try Intelligence Reports Bonus If you have goals running check out the Multi-Channel Funnel Paths in Conversions

GOOGLE SEARCH CONSOLE

Morning Recap

Google Search Console Sitemaps, Improvements, Robots & Structured Data

Bing Webmaster Tools - Reasons to Use

Submit Your Sitemap Site Security Checks Check when oddities are found in GSC (Bing and Yahoo! traffic here)

• Example: Organic Drop in Google. Same with Bing/Yahoo?

Something you find and love.. as long as it keeps working.

Structured Data / Schema.org

Help machines learn more about your page Get better & cooler search results

Live GSC Demo - https://coe.gatech.edu

CHALLENGE: Fixes, Sitemap, Robots, Schema.org

Improvement Reports

• Crawl Errors
• HTML Improvements
• Mobile Usability
• Security Issues

Configurations

• Submit a Sitemap
• Check out your robots.txt
• Try Data Highlighting

SHARE What insights have you gained? What can you share?

Google Search Console Search Data

Live GSC Demo - https://coe.gatech.edu

CHALLENGE: Fixes, Sitemap, Robots, Schema.org

Search Traffic > Search Analytics Traffic & Indexing

• Most Interesting Top 5 Ranking Query
• Pages Indexed Trend
• Branded vs Unbranded Search Terms
• Page with good traffic (Rank 10-30)

SHARE What insights have you gained? What can you share?

Google Search Console Advanced Configuration

URL Variations

http vs https www vs non-www You need to set up all 4 in Google Search Console, especially if you are having issues Note: The “trailing” backslash can give you dupe problems too

CHALLENGE: Config All 4

Test your URLs for dupe redirecting issues Set up extra versions of Search Console SHARE Help a neighbor if your’s is operating correctly

SEARCH ENGINES

Morning Recap

HOW: SPIDERS & BOTS

RankBrain

Machine Learning moving from “matching” machine to “answer” machine

Keyword vs Search Query:

• Watch out for Adwords Lite

THREE PILLARS OF SEARCH

LINKS

CONTENT & behavior

TECHNICAL / STRUCTURE

GT Checklist Guide

seo.gatech.edu

Keyword Research

User Personas / Journeys

http://www.comm.gatech.edu/resources/content/maps/prospective-grad

Group Demo Using GT Guide

http://www.seo.gatech.edu/tools/guides/keyword-research Who had a great page falling just outside of the top 10? 1 - Target Audience 2 - Brainstorm 3 - Expand 4 - Search Volume Keyword Planner 5 - Selection

CHALLENGE: Team Keyword Research

Ideas to Get You Started Find keywords for a recent article on your site Develop ideas for a new piece of content Try to reach a new user persona Try exporting planner data or creating a Google Sheet SHARE What audiences, keywords and content pieces did you come up with together? What other tools might you be using to share?

Using Keywords

Art of the Meta Description

• Keywords - Include them because they could stand out if bolded.
• Write for Humans… The goal is to get them to click like a subject line.
• Write to Your Persona… Get them to Click!
• Goldilocks the length
• Too short they may not take it.. or add odd extra to the end
• Too long and you won’t get the text needed to capture your audience
• Never Duplicate
• Do Used Structured Data to get Richer SERPs

Examples

Search: “Why Should I Get an Engineering Degree” #6 #7

How could we improve and appeal to the searcher making them want to click and come on in? http://tools.seochat.com/tools/metatags-google-preview/

KEY SEO DRUPAL MODULES

Content Page - Edit > URL Path Settings

Module Needed: https://www.drupal.org/project/pathauto

Content Page - Edit > Meta Tags

Module Needed: https://www.drupal.org/project/metatag

Meta Tags > Social Tags

Module Needed: https://www.drupal.org/project/metatag

Content Page - Edit > URL Redirects

Module Needed: https://www.drupal.org/project/redirect

Meta Tags - Automating with Tokens

Module Needed: https://www.drupal.org/project/token

Key Drupal Modules & Settings

• Config > Search & MetaData > Clean URLs
• PathAuto
• MetaTags
• Token
• Redirect
• xmlsitemap

Creating the Content

Incorporating Keywords into Content

Create An Outline First Use your secondary keywords to create article sections Use your main keyword to construct a catchy title / subtitle Always write for humans (your persona) first What’s your desired next step for them. Create Clear Call-to-Action

Example - KW “Robot Learning Play Music”

Robot Uses Deep Learning and Big Data to Write and Play its Own Music

Compositions created using database of well-known pop, classical and jazz artists

• How Robots Play Musical Instruments
• Meet Shimon Robot
• Deep Shimon (Video)
• Georgia Tech Robotics Program
• Admissions Process (Call to Action?)

Article Link

CHALLENGE: Build a Page

Create An Article Outline

• Use Your Keyword Research
• Think about the main keyword and

semantic keywords

• What will your URL look like?
• What media elements could you build into

your article to make it more engaging?

• What will your meta description say?
• Will your defaults look different on

different social media platforms? SHARE How does your page come together now? What question does it answer? Is it answering “So What” to the target audience? How will you promote your new page?

Google Data Studio

Demo Link datastudiogallery.appspot.com

More Google Tools

Google Tag Manager Google Optimize Google Alerts Google Trends Google Surveys

Recap, Share, Questions

Thank You - Contact & Resources

Georgia Tech http://www.comm.gatech.edu/resources/web/content http://www.seo.gatech.edu/ Google https://support.google.com/analytics/ https://analyticsacademy.withgoogle.com/ https://www.youtube.com/user/googleanalytics cheyenne@massivereach.com | @cheyennejack | www.massivereach.com