new google analytics updates: what every marketer needs to know

New Google Analytics Updates: What Every SEO Marketer Needs to Know Strategies for staying one step ahead of the rest

Toll: +1 (646) 307-1705

Access Code: 243-335-752

@webmarketing123

@bradleywjoe

#wm123

#wm123

@bradleywjoe

Are the slides available?

Yes! Please email seo@webmarketing123.com

We want to hear from you!

@webmarketing123

#wm123

facebook.com/webmarketing123

Want to learn more?

Contact us for a complimentary SEO Analysis. Details at

end of webinar.

Housekeeping Items

#wm123

@bradleywjoe

1 Use Insights & Trends Navigate your SEO strategy by staying up to date

2 Engage in Analytics Tracking Track traffic and visitor behavior against conversions

3 Use New Google Features Take advantage of the newest tools to boost ROI

Webinar Agenda

#wm123

@bradleywjoe

There are more than 3

billion searches/day on

Google…and growing…

Courtesy: SEOmoz

Search engine use is growing rapidly

1 Current State of Online Marketing

#wm123

@bradleywjoe

1 Use Insights & Trends Navigate your SEO strategy by staying up to date

2 Engage in Analytics Tracking Track traffic and visitor behavior against conversions

3 Use New Google Features Take advantage of the newest tools to boost ROI

Webinar Agenda

#wm123

@bradleywjoe

% Visits from

Sources Nov ‘09–Feb ‘10 Nov ‘10-Feb ‘11 Difference

Direct 36.5% 36.8% +0.3%

Referral 21.0% 19.4% -1.6%

Search Engines 27.0% 28.0% +1.0%

Other 15.5% 15.8% +0.3%

Direct traffic continues to lead the way at nearly 37% of overall traffic. Search engine traffic grew the most during same period YOY.

Google Benchmark Results: Traffic Sources

#wm123

@bradleywjoe

Source : Webmarketing123 2011 Digital Marketing Survey

Over 500 B2B and B2C marketers indicated that SEO makes the biggest impact in achieving their digital marketing goals

1 What Marketers Are Saying

#wm123

@bradleywjoe

Dedicate time & resources to keep your SEO program up to date with the current search climate & trends

1 Key Focus for 2012 Success

#wm123

@bradleywjoe

Do you wish you knew the answers to the following?

1 Identify Your Target Audience

What are people looking for?

How are people searching?

What are people watching?

What are people saying?

What are people clicking?

Now, you can!

#wm123

@bradleywjoe

Find your audience, what they are looking for, and how they are searching

1 Think Insights!

#wm123

@bradleywjoe

It’s the difference between guessing and knowing

1 Real-Time Insights Finder

#wm123

@bradleywjoe

Gain insight on digital marketing trends in your industry

1 Think Insights: Real-Time Insights Finder

#wm123

@bradleywjoe

Gain insight on digital marketing trends in your industry

1 Think Insights: Real-Time Insights Finder

#wm123

@bradleywjoe

Gain insight on digital marketing trends in your industry

1 Google Insights for Search

#wm123

@bradleywjoe

Search by industry, demographic, or marketing objective

1 Google Insights for Search

#wm123

@bradleywjoe

1 Use Insights & Trends Navigate your SEO strategy by staying up to date

2 Engage in Analytics Tracking Track traffic and visitor behavior against conversions

3 Use New Google Features Take advantage of the newest tools to boost ROI

Webinar Agenda

#wm123

@bradleywjoe

A sample of metrics we can track with website analytics programs

2 Analytics Can Answer These Questions

Problem Recognition

Information Search

Evaluation of Alternatives

Purchase Decisions

Purchase

How many visitors do we

get to our site?

What is our ratio of new vs. returning

visitors?

How many people fill out our “Contact

us” form?

What are our most popular webpages?

What is my Average Order Value (AOV)?

What keyword searches led to visitors to

our site?

#wm123

@bradleywjoe

Gain insight on visitor behavior and more within Google Analytics

2 Customizable Dashboards

#wm123

@bradleywjoe

View Organic traffic and activity

2 Customizable Dashboards

#wm123

@bradleywjoe

2 Customizable Dashboards Compare against Paid traffic and activity

#wm123

@bradleywjoe

Analyze metrics based on segments and time periods

2 Customizable Dashboards

#wm123

@bradleywjoe

Analyze metrics based on segments and time periods

2 Customizable Dashboards

Measure:

• Visitor Behavior

• Seasonality Shifts

• Traffic Source Activity

• Bounce Rate

#wm123

@bradleywjoe

Analyze metrics based on segments and time periods

2 Customizable Dashboards

Measure:

• Visitor Behavior

• Seasonality Shifts

• Traffic Source Activity

• Bounce Rate

To find out:

• If keywords need to be re-prioritized

• If landing pages need restructuring

• If high bounce rates need to be addressed

#wm123

@bradleywjoe

See how frequently your goals are being met by site visitors

2 Conversion Tracking

Identify:

• Who paused or fast-forwarded a video

• Who downloaded a piece of collateral

• Who clicked on an ad

• Who filled out a form

Why?:

• Allows for quick lead/sales follow-up

• Fuels lead nurturing programs

• Enables effective retargeting ads

#wm123

@bradleywjoe

Event Goals:

• Define conversions for your business goals

• Set your goal values

• Analyze which keywords are leading to more

conversions and work to strengthen them in your

links and content

• Consider removing poor-performing keywords from

your campaign

• Observe where visitors abandon the goal path and

analyze the data to determine why

Ties SEO effectiveness to lead and sales flow

2 Goal & Event Tracking

#wm123

@bradleywjoe

1 Use Insights & Trends Navigate your SEO strategy by staying up to date

2 Engage in Analytics Tracking Track traffic and visitor behavior against conversions

3 Use New Google Features Take advantage of the newest tools to boost ROI

Webinar Agenda

#wm123

@bradleywjoe

Visitor’s Flow

3 Funnel Visualization Tool

Courtesy of Google

#wm123

@bradleywjoe

Goal Flow

3 Funnel Visualization Tool

Courtesy of Google

#wm123

@bradleywjoe

Quick snapshot for analyzing data in a graphical representation

3 Funnel Visualization Tool

Courtesy of Google

#wm123

@bradleywjoe

View data about user behavior as they interact with your site

3 Real-Time Analytics

Courtesy of Google

#wm123

@bradleywjoe

Is your site performing at its best?

3 Site Speed Reports

Why?:

• Slow pages will impact

your organic ranking and

Quality Score

• A smooth running website

with appropriate load times

will increase your Google

ranking

Track:

• Average load time page by page

#wm123

@bradleywjoe

Where are your purchasing customers coming from?

3 Multi-Channel Funnels

Identify the channels and pathways

customers are taking to convert: • Initiated the conversion

• Assisted the conversion

• Converted

#wm123

@bradleywjoe

Assisted Conversions

3 Multi-Channel Funnels

#wm123

@bradleywjoe

3 Attribution Management Attribute conversion path data to lead and sales growth

#wm123

@bradleywjoe

5 Attribution Management Attribute analytics data to lead and sales growth

- Most marketers would

attribute sales to last

touch, i.e. “closers”

- Reality is that there are several

touch points before the “closer”

that influenced the purchase

decision

- Marketing currently gets no

credit for these!

#wm123

@bradleywjoe

Measuring SEO effectiveness by identifying keywords that drove the best conversions and sales

3 The Best SEO Reporting

#wm123

@bradleywjoe

Use research, tracking, and measuring tactics to build SEO value

3 SEO is a Continual Project

Using

Insights &

Trends

Analytics &

Goal Tracking

Using New

Google

Features

1

2

3

#wm123

@bradleywjoe

• Use Google Insights & Trends: Keeping your SEO program up to date

with the current search climate requires dedicated time & resources.

• Engage in Consistent Analytics Tracking: Effective tracking of your

website traffic and visitor behavior has a direct impact on your conversion

goals.

• Take Advantage of New Google Features: To increase ROI, use Google

Analytics’ latest features including Flow Visualization, Real-Time Analytics,

Site Speed Reports, and Multichannel Funnels.

Key Takeaways

Thank You!

#wm123

@bradleywjoe

Contact Us about Qualifying for a Complimentary Analysis

- “Cost of the Problem” Analysis: Discover the cost of not

ranking in the top positions on search engines. How much

revenue is being lost to competitors with the best rankings?

- Competitive Report: Find out where you rank against your top

competitors and what tactics they’re employing

- ROI Tracking: Detailing the keywords and sources that visitors

are using to discover your website and if those visitors are

converting into leads and sales

Please contact:

contact@webmarketing123.com