analytics for international scenarios
DESCRIPTION
Sometimes the amount of data available can be overwhelming and confusing, especially at international scenarios. This presentation (for the International Search Summit Seattle 2012) aims to show how to use analytics to uncover opportunities and explore some best practices for international multilingual web analysisTRANSCRIPT
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Analytics forInternational Scenarios
Ani Lopez
Analytics Consultant &
Senior SEO Strategist
twitter @anilopez
linkedin.com/in/anilopez
www.CardinalPath.com
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International Traffic AnalysisIt is not only the data you getbut how your questions torture it
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Today’s Menu
• Going International? Search for outliersTraffic analysis
• Country Specific Search Engines in Organic TrafficFilter
• Adding Search Engines to Google AnalyticsTracking code tweak
• Tracking Search Engine Bots in Google AnalyticsCode Hack + Filters
Analytics for International Scenarios
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Going international?Search for outliersDebunk assumptions
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Internet, borderless world The goodPolitical borders don't necessarily limit your growth
The bad You can not avoid having traffic from countries you don't target, this means:
OpportunitiesSomething is wrong
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Internet, borderless world The goodPolitical borders don't necessarily limit your growth
The bad You can not avoid having traffic from countries you don't target, this means:
OpportunitiesSomething is wrong
Analysis!!
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Revenue by CountryTypical report, not much insight
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What you expect Country - site alignment
Americans mysite.comBritish mysite.co.ukAustralians mysite.com.au
Language/s - site alignment
English visitors mysite.ca/en/French visitors mysite.ca/fr/
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Search Engines, sometimes,don’t help3 examples of organic results messed up regarding location while Adwords works fine
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query at Google USFrom Canada
1st result UK site
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query at Google Spain,1st result Argentinean site
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Search for “google guatemala”at Google Spain From Spain1st result Google Uruguay !!
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Country - Site AlignmentCompany having sites for Spain andLatin American countries, ccTLDs.
Spain's site:How much traffic coming from LatAm?Traffic coming from else where?
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Language/s - Site Alignment Outliers? Can we do it better?
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Region - Language AlignmentHispanic population distribution in the US
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Can we get better alignment?Does it tell you something?
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Latinos using English browsers
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Country SpecificSearch Enginesin OrganicTraffic
Picture by http://www.flickr.com/photos/fotorita//
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SE with Local versions
google.co.in google.com.mxyandex.ru yandex.com
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SE with Local versions • Create a separate profile (best practice)• Filter only Organic traffic• Add filter
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SE with Local versions
google.co.in google.com.mxyandex.ru yandex.com
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SE with Local versions
google.co.in google.com.mxyandex.ru yandex.com
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Adding Search Engines to Google Analytics
Picture by http://www.flickr.com/photos/soulsister/
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Is Google King?
• Not everywhere• Local Search Engines count too• LSE provide valuable insight (keywords)
GA includes some local SE like:• Yandex, Rambler, Russia• Baidu, China• Naver, South Korea• Seznam, Czech Republic
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Which ones are included?List of sites included as Search Enginesin GA at GA Help (outdated) otherwise they count as referrals
http://www.google-analytics.com/ga.js code
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Popular South Africa's search engine
http://ananzi.co.za/saweb?q=south+africa++electric+plug+type
_gaq.push(['_addOrganic', 'ananzi.co.za', 'q']);
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Popular in Egypt, Saudi Arabia, UAE
_gaq.push(['_addOrganic', 'arabo.com', 'keywords']);
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Tweak GA Tracking code
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Local SE in GA
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Tracking Search Engine Bots in GoogleAnalytics
Picture by http://www.flickr.com/photos/99411713@N00/
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Tracking Bots in GAEvery journey of a page towards SERPsstarts with a Search Engine bot visit
• Which bot visits which pages?• How frequently a bot visits your site?• How frequently a bot visits the same page?• Time that takes a bot to discover content?• Regional origin of the bot visiting the site• Country specific bot to language alignment
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Tracking Bots in GAEvery journey of a page towards SERPsstarts with a Search Engine bot visit
• Which bot visits which pages?• How frequently a bot visits your site?• How frequently a bot visits the same page?• Time that takes a bot to discover content?• Regional origin of the bot visiting the site• Country specific bot to language alignment
Common SEO
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Tracking Bots in GAEvery journey of a page towards SERPsstarts with a Search Engine bot visit
• Which bot visits which pages?• How frequently a bot visits your site?• How frequently a bot visits the same page?• Time that takes a bot to discover content?• Regional origin of the bot visiting the site• Country specific bot to language alignment
International SEO
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• Download PHP script http://ow.ly/bpFMP implement it in your CMS & configure
• Create a new ‘Only Bots’ profile in GA• Apply ‘Include only bots’ filter to ‘Only Bots’
profile
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• Apply ‘Exclude bots’ to your master profile
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Bot’s Country of Origin
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Country specific botto language alignment
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Going FurtherUse Google Analytics API to export data• Correlate more metrics/dimensions in once
• Pages• Visits / Conversions• Countries / Languages• Keywords• Bots
• Deeper analysis• Better understanding of your audience
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ThanksAni Lopez
Analytics Consultant &
Senior SEO Strategist
twitter @anilopez
linkedin.com/in/anilopez
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The content of this presentation is under Creative Commons Copyleft License
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You are free:To Share: to copy, distribute and transmit the workTo Remix: to adapt the work
Under the following conditions:Attribution: You must attribute the work in the manner specified* by the author**or licensor (but not in any way that suggests that they endorse you or your useof the work)
Share Alike: If you alter, transform, or build upon this work, you may distribute the resulting work only under the same or similar licence to this one
*a link to http://dynamical.biz/blog/ would be great, thanks** Ani Lopez