1. 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

2. Housekeeping Items
 Are the slides available?
 Yes! Please email seo@webmarketing123.com
 We want to hear from you!
@webmarketing123
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facebook.com/webmarketing123
 Want to learn more?
 Contact us for a complimentary SEO Analysis. Details at
end of webinar.
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@bradleywjoe

3. Webinar Agenda
Use Insights & Trends
1 Navigate your SEO strategy by staying up to date
Engage in Analytics Tracking
2 Track traffic and visitor behavior against conversions
Use New Google Features
3 Take advantage of the newest tools to boost ROI
#wm123
@bradleywjoe

4. 1 Current State of Online Marketing
Search engine use is growing rapidly
There are more than 3
billion searches/day on
Google…and growing…
Courtesy: SEOmoz
#wm123
@bradleywjoe

5. Webinar Agenda
Use Insights & Trends
1 Navigate your SEO strategy by staying up to date
Engage in Analytics Tracking
2 Track traffic and visitor behavior against conversions
Use New Google Features
3 Take advantage of the newest tools to boost ROI
#wm123
@bradleywjoe

6. Google Benchmark Results: Traffic Sources
Direct traffic continues to lead the way at nearly 37% of overall traffic.
Search engine traffic grew the most during same period YOY.
% Visits from
Nov ‘09–Feb ‘10 Nov ‘10-Feb ‘11 Difference
Sources
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%
#wm123
@bradleywjoe

7. 1 What Marketers Are Saying
Over 500 B2B and B2C marketers indicated that SEO makes the
biggest impact in achieving their digital marketing goals
Source : Webmarketing123 2011 Digital Marketing Survey
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@bradleywjoe

8. 1 Key Focus for 2012 Success
Dedicate time & resources to keep your SEO program up to date with
the current search climate & trends
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@bradleywjoe

9. 1 Identify Your Target Audience
Do you wish you knew the answers to the following?
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

10. 1 Think Insights!
Find your audience, what they are looking for, and how they are
searching
#wm123
@bradleywjoe

11. 1 Real-Time Insights Finder
It’s the difference between guessing and knowing
#wm123
@bradleywjoe

12. 1 Think Insights: Real-Time Insights Finder
Gain insight on digital marketing trends in your industry
#wm123
@bradleywjoe

13. 1 Think Insights: Real-Time Insights Finder
Gain insight on digital marketing trends in your industry
#wm123
@bradleywjoe

14. 1 Google Insights for Search
Gain insight on digital marketing trends in your industry
#wm123
@bradleywjoe

15. 1 Google Insights for Search
Search by industry, demographic, or marketing objective
#wm123
@bradleywjoe

16. Webinar Agenda
Use Insights & Trends
1 Navigate your SEO strategy by staying up to date
Engage in Analytics Tracking
2 Track traffic and visitor behavior against conversions
Use New Google Features
3 Take advantage of the newest tools to boost ROI
#wm123
@bradleywjoe

17. 2 Analytics Can Answer These Questions
A sample of metrics we can track with website analytics programs
How many
visitors do we
Problem Recognition
What keyword
get to our searches led
site? to visitors to
our site?
Information Search
What is our
ratio of new
vs. returning Evaluation of What are our
visitors? Alternatives most popular
webpages?
Purchase
How many Decisions
people fill out
our “Contact
us” form? What is my
Average Order
Purchase Value (AOV)?
#wm123
@bradleywjoe

18. 2 Customizable Dashboards
Gain insight on visitor behavior and more within Google Analytics
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@bradleywjoe

19. 2 Customizable Dashboards
View Organic traffic and activity
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@bradleywjoe

20. 2 Customizable Dashboards
Compare against Paid traffic and activity
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@bradleywjoe

21. 2 Customizable Dashboards
Analyze metrics based on segments and time periods
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@bradleywjoe

22. 2 Customizable Dashboards
Analyze metrics based on segments and time periods
Measure:
• Visitor Behavior • Traffic Source Activity
• Seasonality Shifts • Bounce Rate
#wm123
@bradleywjoe

23. 2 Customizable Dashboards
Analyze metrics based on segments and time periods
Measure: To find out:
• Visitor Behavior • Traffic Source Activity • If keywords need to be re-prioritized
• If landing pages need restructuring
• Seasonality Shifts • Bounce Rate • If high bounce rates need to be addressed
#wm123
@bradleywjoe

24. 2 Conversion Tracking
See how frequently your goals are being met by site visitors
Identify: Why?:
• Who paused or fast-forwarded a video • Allows for quick lead/sales follow-up
• Who downloaded a piece of collateral • Fuels lead nurturing programs
• Who clicked on an ad • Enables effective retargeting ads
• Who filled out a form
#wm123
@bradleywjoe

25. 2 Goal & Event Tracking
Ties SEO effectiveness to lead and sales flow
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
#wm123
@bradleywjoe

26. Webinar Agenda
Use Insights & Trends
1 Navigate your SEO strategy by staying up to date
Engage in Analytics Tracking
2 Track traffic and visitor behavior against conversions
Use New Google Features
3 Take advantage of the newest tools to boost ROI
#wm123
@bradleywjoe

27. 3 Funnel Visualization Tool
Visitor’s Flow
Courtesy of Google #wm123
@bradleywjoe

28. 3 Funnel Visualization Tool
Goal Flow
Courtesy of Google #wm123
@bradleywjoe

29. 3 Funnel Visualization Tool
Quick snapshot for analyzing data in a graphical representation
Courtesy of Google
#wm123
@bradleywjoe

30. 3 Real-Time Analytics
View data about user behavior as they interact with your site
Courtesy of Google
#wm123
@bradleywjoe

31. 3 Site Speed Reports
Is your site performing at its best?
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

32. 3 Multi-Channel Funnels
Where are your purchasing customers coming from?
Identify the channels and pathways • Initiated the conversion
customers are taking to convert:
• Assisted the conversion
• Converted
#wm123
@bradleywjoe

33. 3 Multi-Channel Funnels
Assisted Conversions
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@bradleywjoe

34. 3 Attribution Management
Attribute conversion path data to lead and sales growth
#wm123
@bradleywjoe

35. 5 Attribution Management
Attribute analytics data to lead and sales growth
- Reality is that there are several - Most marketers would
touch points before the “closer” attribute sales to last
that influenced the purchase touch, i.e. “closers”
decision
- Marketing currently gets no
credit for these! #wm123
@bradleywjoe

36. 3 The Best SEO Reporting
Measuring SEO effectiveness by identifying keywords that drove the
best conversions and sales
#wm123
@bradleywjoe

37. 3 SEO is a Continual Project
Use research, tracking, and measuring tactics to build SEO value
1 Using
Insights &
Trends
2
Analytics &
Goal Tracking
3
Using New
Google
Features
#wm123
@bradleywjoe

38. Key Takeaways
• 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.
#wm123
@bradleywjoe

39. Thank You!

40. 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
#wm123
@bradleywjoe