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Measuring ROI in the Age of (not provided) презентация
Содержание
- 1. Measuring ROI in the Age of (not provided)
- 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
- 3. Psst…I bet there is some good stuff
- 4. * For example only. Not the real numbers
- 5. Aha! – It’s Simple $$$
- 7. Measure Efforts Exploit Opportunities The Past The
- 8. There’s enough for everyone! Wahoo!
- 9. There’s enough for everyone! We’re all rich!
- 10. Topics Pages Went Nuts
- 11. (not provided)
- 12. Our Fears were Assuaged Impact will be in the single digits
- 13. 2012
- 14. Well…
- 15. Getting Close to 100%
- 17. RIP Keywords
- 18. Measure Efforts Exploit Opportunities The Past The
- 19. Take action! Use Google webmaster
- 20. Tip #1: Use Google Webmaster Tools
- 21. Tip #1: Use Google Webmaster Tools Limitation
- 22. Tip #1: Use Google Webmaster Tools Limitation
- 23. Tip #1: Use Google Webmaster Tools Limitation
- 24. Tip #1: Use Google Webmaster Tools Limitation #4: No Transparency
- 25. Tip #1: Use Google Webmaster Tools Scorecard:
- 26. Take action! Use Google webmaster
- 27. Tip #2: Pass Meta Data in Custom Variables
- 28. Tip #2: Pass Meta Data in Custom
- 29. Tip #2: Pass Meta Data in Custom
- 30. Tip #2: Pass Meta Data in Custom Variables Scorecard:
- 31. Take action! Use Google webmaster
- 32. Tip #3: Custom Variables w/ WordPress
- 33. Tip #3: Custom Variables w/ WordPress
- 34. Should you do it? – Why Not? Scorecard:
- 35. Take action! Use Google webmaster
- 36. Tip #4: Content Grouping in GA
- 37. I want to know what beer type
- 38. Tip #4: Content Grouping in GA
- 39. Tip #4: Content Grouping in GA
- 40. Tip #4: Content Grouping in GA
- 41. Tip #4: Content Grouping in GA
- 42. Method #2: Create Rules Tip #4: Content Grouping in GA
- 43. Use the tracking code feature if your
- 44. Tacking Code Method is Best for Moz: Tip #4: Content Grouping in GA http://moz.com/blog/social-engagement-metrics-that-matter
- 45. Tacking Code Method is Best for Moz:
- 46. Should you do it? -- Maybe
- 47. Take action! Use Google webmaster
- 48. Not too long ago…
- 49. Tip #5: Extract Data from Google Referral
- 50. How much is a video/news/image
- 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!
- 53. Extract and Segment in Google Analytics
- 54. Setup a new profile
- 55. Setup 2 New Filters
- 56. Filter #1 Regex to capture VED in referral string
- 57. Filter #1 We’ll use this in the next filter: “VED – CD”
- 58. Filter #2 Calls the custom field
- 59. The result
- 60. Should you do it? – Yes
- 61. Take action! Use Google webmaster
- 62. Measure Efforts Exploit Opportunities The Past The
- 63. The recording & the slide deck
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 1Measuring ROI in the Age of (not provided)
Feb 20th, 2014 Tim
Resnik @tresnik
Слайд 2How did this poker player help me drive search traffic?
http://upload.wikimedia.org/wikipedia/commons/thumb/8/8a/JeffLisandro.jpg/1280px-JeffLisandro.jpg
Слайд 7Measure Efforts
Exploit Opportunities
The Past
The Future
Place your bets
Smart Data Fuels Smart Bets
Слайд 18Measure Efforts
Exploit Opportunities
The Past
The Future
Place your bets
Smart Bets with Smart Data
Слайд 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
Group content using Google Analytics
Extract data from google referral string
Слайд 21Tip #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 22Tip #1: Use Google Webmaster Tools
Limitation #2: Limited timeframe
Only 90 Days
of Keyword Data
Слайд 23Tip #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 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
Group content using Google Analytics
Extract data from google referral string
Слайд 28Tip #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', , 2]);
_gaq.push(['_setCustomVar', 1, ’category', , 2]);
Pass this data through a custom variable
Слайд 29Tip #2: Pass Meta Data in Custom Variables
Use your custom variable
as the secondary dimension to landing page for Google search referrals
Слайд 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
Group content using Google Analytics
Extract data from google referral string
Слайд 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
Group content using Google Analytics
Extract data from google referral string
Слайд 37I 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 38Tip #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 39Tip #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 41Tip #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 43Use 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 44Tacking Code Method is Best for Moz:
Tip #4: Content Grouping in
GA
http://moz.com/blog/social-engagement-metrics-that-matter
Слайд 45Tacking Code Method is Best for Moz:
Tip #4: Content Grouping in
GA
ga('set', ’Blogs', ’Social Media');
Слайд 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
Group content using Google Analytics
Extract data from google referral string
Слайд 51Tip #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 58Filter #2
Calls the custom field we just created: “VED – CD”
Extracts
the referring search engine
Слайд 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
Group content using Google Analytics
Extract data from google referral string
Слайд 62Measure Efforts
Exploit Opportunities
The Past
The Future
Place your bets
Smart Data Fuels Smart Bets
Слайд 63
The recording & the slide deck will be available soon on
our site: http://moz.com/webinars
Tim Resnik @tresnik tim@moz.com
