'

Measuring ROI in the Age of (not provided)

Понравилась презентация – покажи это...





Слайд 0

Measuring ROI in the Age of (not provided) Feb 20th, 2014 Tim Resnik @tresnik Join us on Twitter at #Mozinar Questions or problems? Email community@moz.com


Слайд 1

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


Слайд 2

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


Слайд 3

4 * For example only. Not the real numbers


Слайд 4

5 Aha! – It’s Simple $$$


Слайд 5

6


Слайд 6

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


Слайд 7

8 There’s enough for everyone! Wahoo!


Слайд 8

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


Слайд 9

10 Topics Pages Went Nuts


Слайд 10

11 (not provided)


Слайд 11

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


Слайд 12

13 2012


Слайд 13

14 Well…


Слайд 14

15 Getting Close to 100%


Слайд 15

16


Слайд 16

17 RIP Keywords


Слайд 17

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


Слайд 18

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


Слайд 19

20 Tip #1: Use Google Webmaster Tools


Слайд 20

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


Слайд 21

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


Слайд 22

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


Слайд 23

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


Слайд 24

25 Tip #1: Use Google Webmaster Tools Scorecard:


Слайд 25

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


Слайд 26

27 Tip #2: Pass Meta Data in Custom Variables


Слайд 27

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


Слайд 28

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


Слайд 29

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


Слайд 30

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


Слайд 31

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


Слайд 32

33 Tip #3: Custom Variables w/ WordPress


Слайд 33

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


Слайд 34

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


Слайд 35

36 Tip #4: Content Grouping in GA


Слайд 36

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


Слайд 37

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)


Слайд 38

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


Слайд 39

40 Tip #4: Content Grouping in GA


Слайд 40

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


Слайд 41

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


Слайд 42

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


Слайд 43

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


Слайд 44

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


Слайд 45

46 Should you do it? -- Maybe


Слайд 46

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


Слайд 47

48 Not too long ago…


Слайд 48

49 Tip #5: Extract Data from Google Referral


Слайд 49

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


Слайд 50

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!


Слайд 51

52


Слайд 52

53 Extract and Segment in Google Analytics


Слайд 53

54 Setup a new profile


Слайд 54

55 Setup 2 New Filters


Слайд 55

56 Filter #1 Regex to capture VED in referral string


Слайд 56

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


Слайд 57

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


Слайд 58

59 The result


Слайд 59

60 Should you do it? – Yes


Слайд 60

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


Слайд 61

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


Слайд 62

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


×

HTML:





Ссылка: