#webanalytics
Analytics
Analytics
Michael Stricker
Marketing Director
SEMrush, Host
Amel Mehenaoui
SEO & Analytics Consultant
MobiWebMedia, Guest
@amelm @RadioMS
#webanalytics
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What You Will Learn Today:
• The new SEO definition that when thoroughly applied will
improve your long-term business profits tenfold (it's not
what you think)
• How to formulate more strategically-oriented questions
that will improve your SEO campaign performance
• A proven 5-Step structured approach that will take you
from data to decisions
• Case Study of how a ''data to decisions'' approach helped
identify $120K incremental revenue in just 2 hours of
analysis (you can apply this to your site right away)
@amelm#webanalytics
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QUICK POLL
#webanalytics
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48%
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Marketers Feel Overwhelmed When Handling the Volume of Marketing Data Available for Analysis
@amelm
48%
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@amelm
48%
Data-driven Marketing Survey Report 2013
Surveyed 301 marketers. Sponsored by Domo.
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@amelm
48%
Data-driven Marketing Survey Report 2013
Surveyed 301 marketers. Sponsored by Domo.
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Most Important OBJECTIVES for Data-Driven Marketing in the year ahead
@amelm
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Marketers want to be RECOGNIZED as the ROI Mover & Shaker for their data-driven marketing performance.
@amelm #webanalytics
#webanalytics
Analytics@amelm
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Search
@amelm
The Current Definition of SEO
E
Optimization
ngine
S
@amelm
The New Definition of SEO
E O ^3
SEO to the third power.
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Search
@amelm
The New Concept of SEO
E
Optimization
ngine
xperience
ngagement
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@amelm
The New SEO Mindset
E xperience
Search
Optimization
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@amelm
The New SEO Mindset
E xperience
Web Analytics Metrics:
• ‘’Back to Search’’Bounce Rate
• Conversions & Revenue
• Avg. Session Duration
Search
Landing Page
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@amelm
The New SEO Mindset
E xperience
SE Ranking Signals:
• Dwell Time
• Site Speed
• Mobile-friendly
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@amelm
The New SEO Mindset
E ngagement
Search
Optimization
Web Analytics Metrics:
• SERPs Click Through Rate
• Behaviour Flow
• Shares, RT, comments etc.
• Data Hub Activity
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@amelm
The New Definition of SEO
E ngagement
SE Ranking Signals:
• Social Signals
• Pages/Sessions
• Conversions
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Google Analytics - SEO
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Google Analytics - SEO
HOW TO INCRASE REVENUE USING
DATA DRIVEN SEO CAMPAIGN
@amelm
1. Make a List of the Top 10 to 20 Landing
Pages with Medium Traffic and High
Conversion Rate from Organic source
2. Analyze the Keywords from which each
individual page is possibly getting traffic
from
3. Plan and implement an Off-Page SEO
strategy for each Landing Page URL
Landing Pages Report – Scondary Dimension -> Source/Medium
@amelm
Landing Pages Report – Secondary Dimension
@amelm
Landing Pages Report – Advanced Filter
@amelm
Landing Pages Report – Conversion Rate
@amelm
INSIGHTS: By doubling the traffic you can expect to double
the sign-ups thus doubling the revenue from this specific
landing page/source.
FIVE EASY STEPS FROM
DATA TO PROFITABLE
RESULTS
@amelm
#webanalytics
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1. Are You Asking the Right
Questions to Get the Answers
You Need From Your Data
@amelm
#webanalytics
» Does Traffic from organic source converts
better than traffic from social source?
» Does users accessing our website through
mobile device results in better conversion?
» Does a specific country/city has a better
conversion rate than another?
Example of Questions to Ask
@amelm#webanalytics
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2. Are You Focusing on the
Right Metrics and Tracking the
KPIs that Matters the Most to
Your Business Objectives
@amelm#webanalytics
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3. Do You Have Access to All
the Necessary Data from Your
Analytics Platform, Social
Media, Email and Website
@amelm
#webanalytics
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4. Are You Taking a Focused
Detail-Oriented Approach to
Study the Data?
@amelm
#webanalytics
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5. What are the Most Important
Results-Oriented Recommendations
You Can Make from the Data
@amelm#webanalytics
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@amelm
CASE STUDY
CONDUCTED BY ARYNG
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@amelm
CASE STUDY
CONDUCTED BY ARYNG
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CASE STUDY
CONDUCTED BY ARYNG
@amelm
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@amelm
CASE STUDY CONDUCTED BY ARYNG
Question: Does Traffic from different sources converts differently?
INSIGHTS:
Although the Wedding Magazine myportlandwedding.com drove
a lot of traffic wineryweddingguide.com and weddingwire.com
drove more Form Conversion thus bookings.
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@amelm
INSIGHTS:
While some Source/Medium were driving revenue from the budget
spent, by withdrawing from non-converting Source/Medium and
allocating more budget to higher converting Source/Medium, the
potential revenue is higher.
CASE STUDY CONDUCTED BY ARYNG
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CASE STUDY
CONDUCTED BY ARYNG
@amelm
@amelm
5-Step Process From Data to Profits
Questions
Web
Analytics
Framework
Collect
& Mine
Data
Extract
InsightsAction
Plan
From Data to Insights to Actions to Profits
ST
EP
S 1 2 3 4 5
@amelm
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QUICK POLL
#webanalytics
Five Steps From Data to Decisions
KNOWLEDGE + ACTION = SUCCESS!@amelm
#webanalytics
1. Ask the Right Questions
2. Create your Web Analytics Framework
3. Collect and Mine the Necessary Data
4. Uncover & Extract Useful Insights
5. Map out your Performance Action
Plan
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SPECIAL OFFER
• Get a Free Marketing Analytics Dashboard and
Infographic Template…
http://focusintoprofits.com/data-marketer-kit/
• Get 50% off your One-on-One Customized
SEO Marketing Analytics Coaching Program
http://FocusintoProfits.com/SEMrush
• Get SEMRush 30-day Free Trial Guru Plan
(just tell us that you want it, during the Poll!)
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QUICK POLL
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Don’t Miss the next US SEMrush Webinar:
Thursday March 5th at 12:00 EST
#webanalytics
Analytics
@amelm @RadioMS
Questions?