Hello everyone, it’s EkTricks and today in SEO Revealed we’re going to be going over Google Analytics part two. In other words, I’mgoing to help you master Google Analytics and got into some of the nitty-gritty details that you need to know to really succeed.
Before we get started, a quote I want to readfrom W Edwards Deming, “In God we trust; all ot hers must bring data.” And, as I mentioned, we’re going to be going over Google Analytics part two.
So the big problem that you may end up facing with Google Analytic snow that you have it up and running is,
what are keywords that aredriving traffic to me?
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With paid advertising you’ll see them right away, but if you’re not using paid advertising, a lot of your organic and SEO traffic will show you “not provided,” and they ended up making this change in October 2011 to help protect users’ privacy.
So, the way that you would uncover you’re “not provided” keywords is you would go into Google Analytics, click on Admin, click on Create View, and then you want to go to Filters. And when you click on Filters, it’ll break down how to create it so that way you can view allthe “not provided” keywords, but a really important disclaimer that I need to make is do not apply this filter to all ofyour website’s traffic.
That would eliminate important data from all your analytics account thatyou won’t be able to recover. So this is really important that you follow it step-by-step. And what you want to do is add a filter, and when you click add afilter you’ll go through and you want to end up putting Search term not provided, you’ll also want to endup putting Request URL and just copy it literally verbatim, and then Campaign Term youwant to end up putting that.
When you end up doing that you’ll be good to go. It ends up taking let’ssay a few days to a week to collect significant data.
If you don’t get much traffic at all, it could take a few weeks, but you’ll start seeing data on some of those “not provided” terms. In addition to that, another easy thing you can do is connect your Google Search Console account to your Google Analytics account and that’ll also start showing you data of all the keywords that people are finding you from when it comes to SEO stand point.
Another problem thatyou’re going to be facing is dark traffic. You’re probably wondering, “Hey EkTricks,
what’s dark traffic?
Don’t worry, it’s nothingshady or unethical like that, it’s more so direct traffic. You get all this direct traffic, but is it really direct? How are they learning about you? How are they finding out about you?
So, when you look at your site you’ll probably see that maybe 20% of your traffic is direct. It shouldn’t be morethan, let’s say 38, 40%, but in general what you’ll find is, if it’s too high and you’renot getting much traffic at all it could just be you going to your site a lot of times and that’llbe considered direct traffic. But, in most cases, it’sactually Google traffic that is the direct traffic.
Not all, but a large portion. So, there’s a company called Groupon, you know they provide coupons for any restaurant or place or spot or really good discount and they ran an experiment, and I do not recommend that you run this experiment.
They’re like, “Hmm, let’srun a little experiment “and block out Google for a few days “and see what happens.” What quickly ended up happening is, not only did their organic search traffic go down, but also their direct trafficwent drastically down.
And it shows that, hey a lot of people who are just going to your website, they may just be coming from search, but it’s being class ifiedas direct traffic. So, what I want you to do is create a new segment and click on Add Segment and then from there click on New Segment, and what I want you to dois click on Traffic Sources, contains direct, and then I want you to add a condition in which you say is none of and it’s prettymuch not your homepage.Because when you exclude your homepage, most people aren’t going direct to like EkTricks.com
how to boost your SEO traffic
They’re usually going to your homepage, so when you exclude out your homepage chances are the rest is direct traffic, and you’ll want to name this segment, like you could call it Dark Traffic and then click Save.
So then that will give you an idea of how much of your direct traffic is really direct or a search. When you’re also doing SEO, especially if you’reworking for someone else, and even if your business owner, you want to see the value. You don’t want to makean investment in SEO just because I tell you. You want to see the ROI and Google Analytics is the main way to measure this ROI.
It’ll tell you if something’s driving revenue or conversions or sales. It’ll always tell you that, hey, if your ranking for apage and this key term, if it’s driving revenueor if it’s just driving you traffic that doesn’t convert, because you need a purpose.
Your SEO goals isn’t to just drive traffic unless your campaign is brand awareness. You goal should be to driverevenue, leads, sales, and that’s why you wantto use Good Analytics. You also want to use that datato make informed decisions.
And I’ll break in a biton how to find more data within Google Analytics so you can make informed decisions, but it’s super importantbecause within your organization or your company, look weas individuals, even me, we don’t know everything. You want the data to guide you and tell you what you shouldbe focusing and doing. So make note of all the changes that you make within your marketing so you can see that hey, when we’re making these changes, is it causing more conversions, is it causing more traffic, isit causing more sales, right? As I mentioned, youwant data to guide you.
So within your Google Analytics you can click that small dropdown arrow and you can start adding annotations. You’ll also see on the right side there’s a little blue link that says Create new annotation. And anytime you dosomething or make a change you can create a new annotation and you can quickly see, all right this is the daythat I made this change and did my traffic or sales go up, or did they go down, or did they stay flat?
This is really useful because it’ll help guide your changes and tell you if you did something good or bad so you know in the future what to repeat or what not to do at all. I also love comparing my traffic year over year because it’ll tell me are things go better or are they getting worse over time, and if they’re getting worse then what did I do in the previous years that helped me performbetter than I am now. And that’s why you want touse annotations as well. You also want to lookat your blog content. Is it appealing? Which ones are?
What ones are performing better?
Because that’s the stuff you should be writing more about. In your navigation you want to go to Behavior, Site Content, and All Pages,and this will show you when you see spikes what pages are doing the best over time, and those are more of the pages that you want to create, especially if they’re driving sales, leads, and conversions. You can do the same thin gwith your landing pages.
You’d use similar navigation, go to Behavior and then Landing Pages to see what Land Pages are also performing the best over time because that’ll give you and idea of the type of landing pages that you should create and the ones that you’rejust wasting your time on.
I also want you to checkbyour social media traffic. So within the left navigation bar click on All Traffic andthen go Source Medium and look for your social traffic.
What social media aredriving you consistent traffic, and also look at the goal completion from those social channels because now you can see whichones are also driving revenue. Is Facebook making you more money, or is YouTube, or is it Twitter, or Instagram?
You’ll be able to see within this report. You can also break it down by referrals because a lot of social sites won’t show up there.
So you can go Acquisitions, All Traffic, Referrals. This also shows you all referring traffic as well even if it’s not a social site. Like let’s say if Forbes linked you, or Huffington Post, or CNN, or BBC, you can see what kind of traffic you got and what kind of revenueit generated you as well because you set up goal tracking.
I also want you to check out your campaigns if you’re doing pay-per click traffic or any ads, and when you go under Campaigns in your left navigation, or Acquisition, Google Ads, Campaigns, you can quickly see if it’s working or if it’s not.
Now, one thing to note here is we typically see the conversions, the numbers that you see in this report, not always match up100% with your database.
So let’s say you have an E-commerce site and you’re selling boxes. You may end up seeing inthis report 100 conversions, but you may end seeing in your backend that you only got 89 orders.
So it’s pretty close to accurate, but just, you know, use itas a general rule of thumb if things are going up or down. Keep in mind it’s not 100% accurate always.
You want to double check the data with your own database. This will all help you figure out what’s working and what’s not. You want to do more of what’s working and less of what’s not. And when you’re finding that something isn’t working out you don’t want to justdelete those pages or stop, you want to go into Google Search Console, click on Search resultsin the left navigation and look at those pages that aren’t working and be like, “Hmm, arethey getting impressions “but low click rate?
Because if they are, maybeI just need to adjust my meta tags, like my title of the page, meta description, totry to get more clicks. And that will help you get more traffic, and as you get more traffic, those pages may start working again. And the other thing that you want to end up doing is track that over time because once you make thosechanges within Search Console, usually within 30 days you can see if you’re getting better resultsfrom it or if you’re not.
And what I like doing is, I do either rewriting the post, include more detailed content,if I’m trying to improve it, I may include images or surveys, surveys you can usetools like Survey Monkey or Hotjar to survey our audience and figure out what you need to improve, update the meta descriptionand title tag like I mentioned, you also want to look at your competitors and create better content, better videos, better images, just inother
And once you make your changes, go back into Search Console, click on URL inspectionand then type in your URL that you make the changes to so that way Google call crawl it so you can quickly see if the changes you’remaking within 30 days are providing you with a lift or flat or are they actually tanked your traffic.
Because some times you can make changes that hurt, sometimes the changes are good. This will all tell you what you should be doing in the future because it shows you what’s working and what’s not working.
So some action items for you. Run reports and find out what’s working. Upgrade the posts with impressions, high impressions and low click through rate. And rewrite the titles.
So, if you do all of this, you’ll be better off. You can also use a tool called Click Flow that’ll help you rewrite the titles, so check that out as well. Thank you for reading.