#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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• Get a Free Marketing Analytics Dashboard and

Infographic Template…

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• 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?