Proving your worth - Demonstrating the value of your SEO campaign
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Measuring the success of your SEO campaign is important to ascertain whether your time, money and efforts are allocated effectively. Miracle will be sharing tips and takeaways on tracking and data analysis to ensure you are collecting the right data and presenting information that matters to stakeholders
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Proving your worth - Demonstrating the value of your SEO campaign
- 1. E R U D I T E
- 3. Key Points Defining KPI’s Creating a Data Brief Tracking with GA Tracking with GTM #WTSFest @MIRA_INAM
- 5. Data trumps feelings #WTSFest @MIRA_INAM
- 6. Helps you make informed decisions maximising the potential for positive ROI #WTSFest @MIRA_INAM
- 8. #WTSFest @MIRA_INAM SEO is getting more and more technical; more Performance Optimisation JavaScript, Crawling & Indexing, Asset Management and Delivery
- 9. Solves clients problems making you super valuable #WTSFest @MIRA_INAM
- 10. We were wondering if you could give us any data on the number/percentage of users who abandon their ticket purchase at the payment stage. #WTSFest @MIRA_INAM
- 11. Can you please analyse the new check out funnel as there is a reduction in checkout completions. #WTSFest @MIRA_INAM
- 12. Is it possible to split out any cookie-producing scripts in GTM so that we have the option of firing up scripts only if the user accepts the use of any non-essential cookies ? #WTSFest @MIRA_INAM
- 13. Rankings cannot always be trusted #WTSFest @MIRA_INAM
- 14. SERP Variation #WTSFest @MIRA_INAM ❑ Personalisation ❑ Location ❑ Location of tools crawler ❑ Searchers language ❑ Privacy setting (login)
- 15. Care about revenue Metrics That Count #WTSFest @MIRA_INAM
- 16. Where do we start? #WTSFest @MIRA_INAM
- 18. 80% of the analytics accounts we see are incorrectly set up #WTSFest @MIRA_INAM
- 19. ❑ No filters ❑ Single view ❑ No raw view ❑ Wrong name ❑ Snippets in wrong part of source code ❑ Incorrect goals & events set up ❑ Referral exclusion list ❑ Enhanced ecommerce ❑ Personally identifiable information #WTSFest @MIRA_INAM
- 20. GA Audit Template Direction for use – Make a copy https://docs.google.com/spreadsheets/d/1Qxt nlHorBWnOo9s2zNUsed8hwsvFiuR- TD2x8lmMplE/edit?usp=sharing
- 22. STORMY SERPS Can you trust visibility scores? #WTSFest @MIRA_INAM
- 23. Focus on keyword groups not individuals #WTSFest @MIRA_INAM
- 24. Map URLS to dedicated landing pages #WTSFest @MIRA_INAM
- 25. Set traffic & session alerts in GA for top URLS #WTSFest @MIRA_INAM
- 29. Monitor visibility for your selected keywords subset #WTSFest @MIRA_INAM
- 30. Always review these two data sets together before you panic after an update #WTSFest @MIRA_INAM
- 31. #WTSFest @MIRA_INAM Domain Profile ❑ Discover unknow URLs ❑ Hacked URLs ❑ Wholistic view of global sites ❑ Disavow for global site
- 33. #WTSFest @MIRA_INAM What are your goals
- 34. Revenue targets for the year Company direction for the next 1-2 years
- 35. #WTSFest @MIRA_INAM KPI’s should be actionable, measurable, achievable basically…. not too generic
- 36. #WTSFest @MIRA_INAM 04 Setting Up Tracking
- 37. Data Tracking Brief List of KPI’s, tools & benchmark Breakdown KPI’s into SEO tasks needed to achieve it Tracking needed to measure effectiveness of SEO tasks #WTSFest @MIRA_INAM
- 39. Determine if tracking is default in GA or needs custom dimensions to set up Key Concepts #WTSFest @MIRA_INAM
- 40. Custom Dimensions #WTSFest @MIRA_INAM Needs custom code injected on to the page Enables you deploy of code or tracking pixels on your website without having to modify the code
- 41. Lack of development time and resources #WTSFest @MIRA_INAM
- 43. Tags A tag is a piece of code that is usually intended to send information to a system https://support.google.com/tagmanager/topic/3281056?hl=en&ref_topic=3441647 #WTSFest @MIRA_INAM
- 44. Triggers Triggers tell a tag to fire when a specific event happens #WTSFest @MIRA_INAM
- 45. Variables Variables are placeholders for any data that is subject to change #WTSFest @MIRA_INAM
- 46. Data Layers #WTSFest @MIRA_INAM A JavaScript array used to collect & store data from a website and send the data to your GTM container tag. Source - https://www.optimizesmart.com/beginners-guide-google-tag- manager-v2/#a27 ❑Transaction data Layer ❑Checkout Steps data layer ❑Add to Cart Data layer
- 47. Not just this bit #WTSFest @MIRA_INAM
- 51. Note ❑ Work with your developer to build the spec ❑ Don’t forget to edit GA pageview tag in GTM to tick the box to Enable Enhanced Ecommerce and use Data Layer #WTSFest @MIRA_INAM
- 52. Workspaces ❑ Create a new workspace when testing ❑ Multiple users working on different tags ❑ Tags might not be publish for a while #WTSFest @MIRA_INAM
- 53. GTM - Other SEO tasks ❑ Implementing Schema ❑ Rel-canonical tags ❑ Set cookies Sam Nemzer - https://moz.com/blog/seo-changes-using-google-tag-manager #WTSFest @MIRA_INAM
- 55. Tracking for Conversion & Revenue ❑ Enhanced Ecommerce ❑ Hotjar – heat map recording ❑ Leads recording; email, downloads, forms ❑ Subscription ❑ Tap to Call ❑ Video #WTSFest @MIRA_INAM
- 56. Site Health Tracking ❑ 404 pages ❑ JavaScript errors #WTSFest @MIRA_INAM
- 57. Performance Tracking ❑ Account Rollup - Cross domain tracking ❑ Content grouping ❑ Element visibility ❑ Install various 3rd party tools #WTSFest @MIRA_INAM
- 58. 99 Things You Can Do with Google Tag Manager Julius Fedoroviciu https://www.analyticsmania.com/post/google-tag-manager-use-cases/ #WTSFest @MIRA_INAM
- 60. I have no special talents. I am only passionately curious. ALBERT EINSTEIN #WTSFest @MIRA_INAM
- 61. GA Custom Reports #WTSFest @MIRA_INAM
- 62. GA API • #WTSFest @MIRA_INAM Open Google Sheets Add ons Install Google Analytics Create new reports Customise reports Schedule reports
- 63. Don’t just report on the overall numbers. Present an impact report #WTSFest @MIRA_INAM
- 64. ImpactReport 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% 0 1 2 3 4 5 6 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Avg. Page Load Time (sec) CR Speed audit actionedSpeed issues highlighted Speed impact on CR X AOV = Increase in revenue #WTSFest @MIRA_INAM
- 65. ❑ GA Tag Assistant extension for chrome ❑ Tag Manager Injector ❑ GTM Debugger extension for chrome ❑ GA Debugger extension for chrome ❑ Adswerve -dataLayer Inspector+ ❑ Campaign URL Builder Some more tools - https://www.analyticsmania.com/post/google-tag-manager-extensions-chrome/ UsefulTools #WTSFest @MIRA_INAM
- 66. #WTSFest @MIRA_INAM Read More ❑GTM - Simo Ahava - https://www.simoahava.com/ ❑GTM – Julius Fedorovicius - https://www.analyticsmania.com/ Get Training ❑GA – Anna Lewis - https://polkadotdata.com/ ❑GA – Jill Quick - https://thecoloringindepartment.com/
- 68. ERUDITE miracle.inameti@erudite.agency +44 (0) 1256 384890 https://erudite.agency @mirainam M I R A C L E I N A M E T I - A R C H I B O N G Ready to talk to us?