PowerPoint Presentation

1Google Analytics in the Age of (not provided)SearchFest | Feb 28th, 2014 | Tim Resnik @tresnik

12Searches on Google per month?

100,000,000,000!John Wiley, Lead Designer for Google Search. http://bloom.bg/1pyZ1Un@Moz@tresnikIf you took the population of earth and multiplied it by 14and that was way back in 201223Theres enough for everyone!

@Moz@tresnikJohn Wiley, Lead Designer for Google Search

http://www.bloomberg.com/video/behind-google-s-obsession-with-perfecting-search-c6KcoGikT0m2KFqHuzYGoA.html34Aha! Its Simple: Targeting the Longtail

@Moz@tresnik45

@Moz@tresnik56RIP Keywords

@Moz@tresnik6

7(not provided)@Moz@tresnik78Measure EffortsExploit OpportunitiesSmart Bets with Smart Data@Moz@tresnik89

@Moz@tresnik10

@Moz@tresnik11

Take action!Send topical data TO GA through custom variables/Dimensions

Use google analytics content grouping

Hack the google referral string

@Moz@tresnik1112Pass Meta Data in Custom Variables

Meta Data

Structured Data

@Moz@tresnik1213Pass Meta Data in Custom VariablesYour site has lots of useful stuff to help you figure out context

_gaq.push(['_setCustomVar', 1, category', , 2]);

Pass this data through a custom variable@Moz@tresnik1314Pass Meta Data in Custom Variables

Use your custom variable as the secondary dimension to landing page for Google search referrals@Moz@tresnik1415Custom Variables w/ WordPress

Categories, tags, authorGA Plugin

DataPlace your bets@Moz@tresnik1516Custom Variables w/ WordPress

@Moz@tresnik1617Advanced: Entity and Keyword Extraction

Linked Data + Natural Language Tool Kits @Moz@tresnikExtract keywords; A lot of industrious people (as well as generous) have built open toolkits and APIs that you can use to extract entities and keywords based on the massive open data set. For example, the one in the middle, DBPedia has the entire WP Corpus

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@Moz@tresnik1819Available Tool SetsStanford Natural Language Processing Group

University of Illinois Cognitive Computation Group Stanbol

Skyttle (and a bunch of others on Mashape)

Dbpedia Spotlight

Alchemy API

@Moz@tresnik20

Take action!Send topical data TO GA through custom variables/Dimensions

Use google analytics content grouping

Hack the google referral string

@Moz@tresnik2021Content Grouping in GA

@Moz@tresnik2122I want to know what beer type receives the most traffic from Google Search.MyBeerBlog.comIPAPalePorterCOORCOORCOORContent Grouping in GA@Moz@tresnik2223Content Grouping in GAMyBeerBlog.com (550 visits)IPA (300)Pale (200)Porter (50)CO(50)OR(250)CO(75)OR(125)CO(40)OR(10)@Moz@tresnik24Content Grouping in GA

MyBeerBlog.com (550 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@Moz@tresnik2425Content Grouping in GA

@Moz@tresnik2526Method #1: Extraction

MyBeerBlog.com/reviews/ipa/or/double-mountain-review/reviews/(.*)/ will create content categories based on the directory for type (ipa, pale, porter)@Moz@tresnik2627

Method #2: Rules-based@Moz@tresnik28

Just like a custom variable, you can automate to pass through a category, tag or other metadataMethod #3: Tracking Code@Moz@tresnik2829Tacking Code Method is Best for Moz:Method #3: Tracking Code

http://moz.com/blog/social-engagement-metrics-that-matter@Moz@tresnik2930Tracking Code Method is Best for Moz:Method #3: Tracking Code

ga('set', 1, Social Media');@Moz@tresnik3031

Take action!Send topical data TO GA through custom variables/Dimensions

Use google analytics content grouping

Hack the google referral string

@Moz@tresnik3132Not too long ago

@Moz@tresnik33Way Beyond 10 Blue LinksDr. Pete Meyers http://bit.ly/IKcMh6

@Moz@tresnik3334How much is a video/news/image result worth to you?

@Moz@tresnik35

@Moz@tresnik36Google Referral Stringhttps://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!@Moz@tresnik3637Example of VED CodesVertical (Universal Search)CodeQFjOrganic SearchQqQIwNews OneBox (link)QpwINews OneBox (image)Q9QEwImage OneBoxQtwlwVideo OneBox (link)QuAIwVideo OneBox (image)QjBOrganic Search - SitelinkQoh0Local Carousel BEP4dKnowledge Graph image (non-leading)@Moz@tresnik3738Extract and Segment in Google Analytics

@Moz@tresnik39Setup a new profile

@Moz@tresnik40Setup 2 New Filters

@Moz@tresnik41Filter #1

Regex to capture VED in referral string@Moz@tresnik42Filter #1

Well use this in the next filter: VED CD@Moz@tresnik43Filter #2

Calls the custom field we just created: VED CDExtracts the referring search engine@Moz@tresnik44The result

@Moz@tresnikLINK TO MOZINAR/BLOG4445Extract and Segment in Google Analytics

http://bit.ly/1cs4Wll@Moz@tresnik4546

Take action!Send topical data TO GA through custom variables/Dimensions

Use google analytics content grouping

Hack the google referral string

@Moz@tresnik4647Measure EffortsExploit OpportunitiesThe PastThe FuturePlace your betsSmart Data Fuels Smart Bets@Moz@tresnik47

48Google Analytics in the Age of (not provided)SearchFest | Feb 28th, 2014 | Tim Resnik @tresnik

Thanks!48