How to View Segments in Google AnalyticsA segment is a subset of your Analytics data. For example, you see that 1,000 people visited your website last month, but you want to see specifically how many of them came from Google organic search. The combination of source, Google, and medium, organic, is a subset of your data, thus allowing you to create a Segment to gain insight from that online channel. When you first login to your Google Analytics account, the first view you see is from All Sessions. This set of data includes all of your site visitors. If you click on the All Sessions tab, you will notice that a large menu with a list of segments drops down. You may not see some of the segments I have in my account in your account because I’ve created Advanced (custom) segments that I use for specific goals I’m trying to reach in a campaign.
Using Filters Vs. SegmentsBefore you can start segmenting data for SEO in Google Analytics, you have to first understand which traffic sources are relevant to SEO. You can first start by which Medium to use for our SEO analysis. Generally, the two primary mediums one would use for SEO are:
- Expand audience menu and click Mobile.
- Select Overview.
Creating an Advanced SegmentCreating advanced segments can get pretty complicated and deep, but the one you will create for SEO doesn’t require much customization. First start by opening the list of segments again. Click the red New Segment button. Name your segment Organic and Referral Traffic. Using specific naming conventions will help you tremendously down the line. Now follow these steps: Click Conditions.
- Change the dropdown selection from Ad Content to Medium. Then, type in organic.
- Once you have it set to Medium contains Organic, press OR on the right.
- Once you see the second row for your next condition, change the selection to Medium again and type referral in the empty field.
Keyword optimization has changedIn the past, Keyword Optimization was a calculated approach to finding the right densities to get your content to rank higher. As Google continued to come out with algorithm updates, this changed drastically bringing many more factors into play. So now, in 2015, it’s important to understand how Google reads your content. Simply put, your target keywords hold much less value than the related keywords (semantic keywords). Based on some simple testing with a free tool I like to use called LSIKeywords.com, I’ll show you how I came to this conclusion. The first step is doing some basic keyword research to find your main high traffic keywords. In this case, I’m working with a dental client who wants to be found for porcelain veneers Houston. So, to get an idea of the search volume, I will either use SEMRush (Paid) or Google Keyword Planner (Free). For this demonstration, I’m going to use SEMRush because it also gives me an idea of who my competitors are. When I login to SEMrush, I will simply type in porcelain veneers Houston
Using LSIkeywords.com for semantic search strategies
Latent Semantic Indexing (LSI) is an indexing and retrieval method that uses a mathematical technique called singular value decomposition (SVD) to identify patterns in the relationships between the terms and concepts contained in an unstructured collection of text.LSIKeywords.com is effective because it shows you the keyword densities of top ranking competitors for your primary keyword. I have personally had success ranking webpages by simply mimicking keyword patterns collected from top ranking competitors. This doesn’t always get you instant success due to other factors like backlink profiles and website architecture, but it certainly can give your rankings a boost. Give this strategy a shot and let me know how it works. Read the top three ranking competitor’s copy all of the way through to get a better idea of where they are placing their keywords. Then, once you’ve implemented them, wait a week and see if you notice any improvements.
1. Total Number of Inbound LinksLooking at all of the competitors in this matrix, we can see that some of them have massive amounts of links. This information is completely useless. I’ve seen spammy blog networks hit websites with 100k backlinks and take their traffic down by 30%. What is more important is the referring domains.
2. Referring DomainsWhen comparing the amount of referring domains to total links, I typically look at the ratio. For instance, dizzyheights.com has 116,714 links coming from 63 referring domains. This means absolutely nothing to Google! If anything, it’s most likely hurting their rankings. It appears spammy and completely fabricated. Going deeper, we step into the referring IPs.
3. Referring IPsMany websites share IP addresses. When your hosting multiple websites on the same server, in many cases you’re sharing an IP address with the same IP address. You can use a reverse IP domain check to see other websites you’re sharing an IP with. You not only want your links to be coming from different domains, but different IPs as well, otherwise anyone could manually build backlinks which wouldn’t be good for Google.
4. Referring SubnetsTo take it a step further, Google checks to see if your backlinks are all on the same subnet. Even with different IP Addresses, they can still be on the same subnet.
5. Deep Link RatioWhen people naturally link to a website, they usually link to a relevant page. If all of your backlinks are pointed to the root domain, chances are that it’s either a bunch of directories or backlinks are being manually fabricated. The higher the deep link ratio, the better.
Barry Schwartz Discusses a Poll On How Rankings Were Affected By Penguin 2.1There were over 1600 responses to the poll. These were the results:
- 63% of the respondents said that their site was hurt bad.
- 21% said that their site had no change at all.
- 8% said that their website recovered from the previous penguin update.
- 6.2% that their rank gained with more traffic.
The Guidelines Never ChangedAs SEOs we’ve all tried to “manipulate” rankings. I mean… isn’t that part of our job? Some of us have tried riskier tactics than others. Now, it’s just getting to the point where these old tactics aren’t working for us anymore. Sigh… so what do I do now? The same thing that Google has been saying since the very beginning! Create great content and let links build naturally! Yeah… yeah… yeah… so you’re one of those “link building is dead” guys? No, I love link building. In fact, it’s what I am most passionate about. Link building isn’t dead, just the meaning has changed.
What Link Building Means TodayWith today’s link building there are some very specific “Dos” and “Don’ts.” Let’s go over a few, shall we?
Link Building Don’ts
- Keyword Filled Anchor Text- Instead, use your brand in your anchor text.
- Guest post byline links with keyword anchor text. Again, use your brand name or domain name.
- Buying links- This has been the case for a long time now, but people are still doing it.
- Blog Networks- Google is on these like the DEA is on drug cartels. Stay away from them.
- Press Releases and Ezine Articles- You should read John Lincolns article discussing this.
Link Building Do’s
- Write beautiful, amazing, and compelling content.
- Build an outreach network of people in your industry.
- Focus on building a strong social following.
- Link to other authorities in your industry.
- Don’t be afraid to discuss your opinions.
- Be an innovator, not a follower!
- ‘keyword’ + inurl:write for us While guest posting seems to be a dying breed, there are still effective ways to go about it. One way is by leaving out your author byline and submitting it as an article. Many publishers are more than happy to do this for you in exchange for quality content.
- ‘keyword’ + intitle:write for us This will serve the same purpose as tactic #1, however, sometimes the url doesn’t always have the exact keywords in it, so sometimes you can find more relationship opportunities by using the title as well.
- ‘keyword’ + intitle:Google+ Many people under-utilize Google+ in their link building strategies. This can be one of the most effective ways to find authoritative writers in your industry. Use Google+ to build a strong social following. When you share content, others will share it as well which will not only send your content social signals, but also encourage others to link to it as well.
- ‘keyword’ + site:https://plus.google.com #3 will pull up Google+ profiles and articles written with Google+ in the title, but this method will literally only pull up Google+ profiles (businesses and personal).
- ‘keyword’ + inanchor:”submit site” This is a method for finding niche directories. While you have to be careful with directory submission tactics, niche directories are still valuable to your link building campaign. Just whatever you do, carefully review the site to make sure it is moderated before submitting the link.
- site:.edu “write for us” The oh-so coveted .edu backlink is possible to acquire. Many schools allow students and professors to host their own blogs on the school’s servers. They are looking for people to supply them with content just like any other blogger. Try using different combinations of keywords and search operators to for your .edu link building campaign. You can find tons of opportunities.
- link:competitor.com If you already know of a competitor or authoritative blog in your industry, why not try piggybacking on their strategy? Using the ‘link:’ search operator will should all of the indexed backlinks of the site you follow it with.
- related:website.com After finding a few sites that you are already targeting, you can find related sites by using the ‘related:’ search operator. This may give you a broader view, but you can still find some great link acquisition opportunities this way.
Owning a business is not easy, and I think most would agree that one of the biggest challenges is knowing where to invest marketing dollars. The first step is to understand your market. This is something that every business owner or company executive should know; otherwise the business is being setup for failure. Keeping this in mind, businesses are currently spending billions of dollars on online advertising like Google Adwords, Facebook, etc. However, many small business owners are still resistant to change while they see their old offline marketing return on investment (ROI) quickly shrink. Why is this happening? Here are 5 answers to that question.
1. The Yellow Phone Book Is DeadIn a recent survey performed by Harris Interactive reports that “Nearly 70% of adults in the U.S. “rarely or never” use the phone book.” This survey was conducted on behalf of Whitepages.com to bring more attention to their website, Ban the Phone Book, designed to educate people about the 165,000 tons of waste phone books generate per year.
2. What About Email Marketing?It’s no secret that email marketing has become a core component of many businesses’ marketing strategies; however, one must beg the question, which component is producing the best ROI? It’s no doubt that email marketing is much less expensive than direct mail marketing. There are no printing or postage costs associated with it. While email marketing may be cheaper, does it get as high of a response rate? The data below is from a real case study on a business marketing to their customer loyalty program members. The case study was performed by the Harvard Business Review.
The campaign consisted of 105,000 customers in a database. They were distributed into three groups (35,000 for each group). One group combined Direct mail and email marketing; one was direct mail only; the last was Email only.So, to figure out the actual ROI, we will first calculate the amount of revenue generated by each group. We see that the response rate on direct mail is higher, thus generating more revenue; however, the cost for direct mail marketing is about 100 times more. By doing a simple ROI calculation (ROI = total revenue / total spend), we find that the ROI is literally almost 100 times more than direct mail marketing.
3. Mobile Devices are Taking Over the WorldWe live in a mobile age. Typically, when someone is searching for a local business to meet whatever need they may have, Google geo-targets (finds where they’re located) their location by using GPS. For instance, if someone is driving around in Pearland, TX looking for Restaurants, they only need to type in the keyword “Restaurants” on their mobile devices. With GPS enabled, Google will show local business results. Notice under each location, there is a ‘Call’ link, ‘Directions’ link, and a ‘Website’ link. This is a significant factor to consider when driving online traffic to your business. Quick Fact: 48 percent of U.S. mobile users used their devices to access local content in December 2012, up from 42 percent in December 2011. According to Televox mobile traffic has surpassed desktop and laptop traffic in 2013 and is growing by about 3.5% each month.
4.Track All of Your LeadsYou can track all of your online marketing efforts, which give much more transparency than traditional marketing. Knowing where your leads are coming from is a key component of understanding your most profitable marketing efforts. Online marketing has even made traditional marketing more effective by using coupon codes on print ads that customers can claim on the website. Most business owners are also aware of mobile apps that allow people to scan QR codes to go directly to a page. These can be tracked as well. Google Analytics is the first step to understanding how your website is performing online. With this tool you can track the amount of visitors that are coming to your site, how they are getting there, what type of devices they are using, and much more. This is an essential part of any type of online marketing campaign. Taking a step further, one might want to install call tracking on their website. Software such as Marchex, allows one to track and record calls by using different phone numbers for different sources. Additionally, the phone number will automatically change for website visitors that come from paid advertising versus nonpaid search traffic. Being able to track every lead makes it much easier for a business to figure out its return on investment (ROI) for each type of marketing and optimize their budget to reflect that. It’s important to know what is working and what is not to be successful, thus giving online marketing a competitive advantage when comparing it versus offline strategies.
5. Leveraging Social MediaIf your business isn’t using social media, it should be. Today, a majority of online adults are using social media. In a study done by the Pew Research Center they found that 72% of online adults are using social networking sites. Interestingly, women were found to use social networking sites more than men. Furthermore, the research study found that regardless of income the percentage of online adults using social networking sites is about the same across the board. While income factors stay consistent, the statistics that were found based on age are most likely what everyone expected. The older the individual, the less likely they are going to be using social networking sites. So while the older population is much less likely to be using social media, it’s important to point out that almost half of senior citizens are using social media (43%). Keeping this in mind, it tells business owners that no matter how old their target market may be, social media should not be discounted as a means for effective marketing. As of December 2012:
- 15% of online adults say they use Pinterest
- 13% of online adults say they use Instagram
- 6% of online adults say they use Tumblr
- 67% of online adults say they use Facebook