The purpose of analytics is to provide you with the ability to make strategic and tactical decisions about your business based on relevant data over time.. Charts a clear path from identifying the KPIs to track through tracking methods, gathering and analyzing the data to decisions that can be made from the results of your efforts.

1. Metrics… Analysis… Action! The Purpose of Analytics Gillian Muessig Co-founder and President, SEOmoz Click Asia Summit – Mumbai 01-2011 All Rights Reserved

2. Metrics. Metrics. Metrics. That which is measured can be improved.Tom Peters, 1982 Also: Lord Kelvin, Edwards Demming….

3. MetricsStart With the Right Questions What is my website trying to accomplish? Which top (1 or 2) metrics would tell me if I am succeeding or failing? What is the biggest threat to my success and how would I know if it’s getting stronger?

4. SEOmoz’ Answers What is my website trying to accomplish? Sell PRO Memberships

5. Start With the Right Questions Which top 1 to 2 metrics would tell me if I am succeeding or failing? An increase or decrease in completed goals will tell us how we’re doing

6. SEOmoz’ Answers What is the biggest threat to my success and how would I know if it’s getting stronger? Gaining or losing traffic to the sign-up page and increased or decreased traffic to the site would be key success or trouble indicators

8. "Learn SEO” type queries

9. Branded term searches

10. Member engagement in YOUmozand the blog

12. We have a community of 300k SEOs. They come for latest on SEO info

14. More traffic from people researching SEO

15. More YOUmoz submissions

16. More blog comments

17. Improved engagement metrics on site

18. Higher sign up attempts

20. Decline in organic traffic to resource pages

22. Just Say No!

23. Named After Larry Page… Not Your Ability to Rank in the SERPs

24. Google Says They Use PageRank to Crawl

25. Track Basic Industry Stats

26. Short Tail/Long Tail Search Stats

27. Short Tail/Long Tail Conversion Stats

28. The Search Demand Curve

29. AnalysisWe Track Visitors to Sections At SEOmoz we track visitors to our top sections by weekto easily identify shifts in the data

30. We Track Successful Events downloads, subscriptions, sign-ups, conversions A portion of our micro tool usage analysis (GA)

31. Action!Look for Common Denominators If your successful pages all have one or more things in common, test these things on other sections of your site to increase conversions across your whole site

32. Tracking SERP Rankings Is NOT Interesting Dive Deeper

33. Conversions from Vertical Search

34. Local Results

35. Image Results in SERPs

36. Video Results

37. News & Blog Results

38. Shopping Results

39. Instant Answers

40. Cannibalization of the Link Graph MMM… LINK GRAPHS ARE DELICIOUS!

41. The Rise of the Social Graph

42. News Results Instant Answers Real Time Results Local Results Image Results

43. Metrics How Search Engines Work

44. Crawling & Indexing Without links, the engines might never find this page

45. Calculating Query-Independent Metrics Via www.opensiteexplorer.org

46. Domain Authority

47. Link Authority links from

48. mozTrust How trusted is your website? Offline trust: famous brand/name Online trust: what’s the level of spam? What kind of sites link to your website? Who do you link to? Who else is hosted on your server? (neighborhood) Do you practice shady SEO or helpful SEO?

49. The Concept of TrustRank

50. Analysis NOW… Follow the Money

51. AIDA Funnel

52. How You Welcome Your Customers

53. Track the Winners

54. Track the Winners How many visits before conversion? What did they do during each visit? How many pages on site before conversion? Which pages... on which visits? How much time on which pages?

55. Track the Losers On which page did you scare them off? When did they give up? How long before they gave up?

56. Action! What You Gonna Do About It? www.seomoz.org

57. Focus on the Money Your best customers buy a lot and do it often Get more of them… do more of what you’re doing right

58. Improve the Outcomes

59. Test Your TouchPoints Change your selling touch points & style Google, Yahoo, Bing, Facebook, LinkedIn, Twitter, Orkut Industry-specific social media groups Country-specific social media groups Affiliates, paid and unpaid ambassadors Test, test, test… Then test, test, test….

60. Test Your Copy Change your ads Change your target markets Change your USP Change your images Change your colour schemes

61. What Makes More Money? Higher SERP rankings? More images in SERPs? YouTube videos? More compelling copy in description tags? More indexed pages? ID the clog in your sales funnel and clear it

62. Clear Clogs in the Funnel

63. Metrics-Analysis-Action! It’s the Only Way to Run a Business www.seomoz.org

64. Productization Pay attention to your best product/service Make it better Make it more prominent on the site Change the target market Alter the pricing or pricing model Improve the USP Package it with something else (upsell)

65. Customer Service Track Lifetime Value of Your Client (subscription based sales, especially!) Ask why they’re leaving? Improve your documentation Say thanks for the sale – and congratulate your customers Keep your products fresh – constant improvement

66. R&D What are customers searching for? Why AREN’T they buying? Build products/services/packages to suit them

67. Short List of Things to Track Buyers by sales volume Bounce rates& bounce pages Time on page & time on site Number of ‘saved sessions’ Improvements over time Full sales cycle of touchpoints& onsite actions

68. Tracking Helpers Unique landing pages Unique phone numbers Unique email addresses Unique coded ads(think: affiliate codes) Unique offers / packages Time sensitive ads

69. Analytics Tips You Should Be Using www.seomoz.org

70. Multiple Click Attribution Google default = last touch attribution. Use multiple custom variables to tag visitors for any number of sessions to get “first touch” attribution instead.

71. Easy Date Ranges Use the date range drop down option to select a month or a week by simply clicking on the week or month. #Easy!

72. Easy Comparisons Do a comparison on a date range: GA will show you all the data in the overview And it will calculate the percentage of change difference for you

73. Get Data Faster Select 500 (max) rows Add “&limit=XXXXX” Select Export to CSV Get ALL your data in Excel

75. Schedule

76. Use “add to existing” to send multiple reports in 1 email

80. Reading Resources www.seomoz.org

81. http://www.seomoz.org/blog/5-simple-google-analytics-tips-you-should-be-using http://www.seomoz.org/blog/google-analytics-event-tracking-to-monitor-calls-to-action http://www.seomoz.org/learn-seo/

82. Thank You! www.seomoz.org

83. No… REALLY! Thank You! Use the code: CAS201130-day free trial SEOmoz PRO www.seomoz.org…and yes. We’ll be tracking you. :D www.seomoz.org