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Google Analytics Essential Training (2010)

Viewing search engine reports (overview, organic, and paid)


From:

Google Analytics Essential Training (2010)

with Corey Koberg

Video: Viewing search engine reports (overview, organic, and paid)

Search engines are one of the most important traffic sources for many sites, and there is a wealth of information we can gain about how our visitors are using them to find our sites. Google Analytics has three reports dedicated to search: the Search Overview report, the Organic Search report, and the Paid Search report. Let's start with the Overview. Here under Traffic Sources, we see Sources and then Search and then the Overview. This report quickly lets us compare organic search and paid search traffic across all of our site usage, goals, and ecommerce metrics. Much like the All Traffic Resources, report, we can also change the dimension up here to view the data by Source, Keyword, Campaign, or any of the other dimensions that are available to us.
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  1. 6m 2s
    1. Welcome
      1m 13s
    2. How to get the most from this course
      3m 11s
    3. What's new in this update?
      1m 38s
  2. 5m 19s
    1. The pitfalls of hit counting and turning data into information
      3m 6s
    2. Web analytics: A tool and a process
      2m 13s
  3. 15m 30s
    1. Defining goals and conversions: Why do you have a web site?
      5m 40s
    2. Understanding data: Averages, segments, trends, and context
      1m 51s
    3. Introducing segments
      2m 38s
    4. Understanding trends and context
      5m 21s
  4. 11m 25s
    1. How does Google Analytics work?
      2m 18s
    2. Setting up an account
      2m 49s
    3. Installing tracking code on a site
      6m 18s
  5. 24m 20s
    1. Understanding accounts and profile administration
      6m 59s
    2. Navigating the reports and the Data Over Time chart
      4m 45s
    3. Selecting and comparing date ranges
      6m 50s
    4. Using annotations to make notes in data
      2m 30s
    5. Using the help tools
      3m 16s
  6. 24m 20s
    1. Viewing data in different formats (overview, tabular, pie, bar, compare to site)
      6m 10s
    2. Navigating data with site usage, goals, and e-commerce metrics
      9m 20s
    3. Sorting data with inline and advanced filters
      8m 50s
  7. 10m 26s
    1. Understanding the importance of segmentation in data analysis
      4m 40s
    2. Slicing data with dimensions
      5m 46s
  8. 7m 38s
    1. Why share data?
      1m 10s
    2. Managing user accounts and profiles
      4m 8s
    3. Emailing reports
      2m 20s
  9. 29m 12s
    1. Understanding who is visiting a site
      1m 20s
    2. Analyzing location data
      4m 52s
    3. Using language identification to segment users
      1m 35s
    4. Differentiating new users from returning users
      2m 1s
    5. Understanding visitor loyalty vs. recency
      4m 25s
    6. Comparing data according to visits, visitors, and page views
      2m 10s
    7. Sorting data by browser capabilities
      3m 56s
    8. Analyzing data from mobile browsers
      2m 34s
    9. Using flow visualization to see common paths
      6m 19s
  10. 23m 50s
    1. Linking an AdWords account to Google Analytics
      2m 46s
    2. Identifying campaigns and segmentation options
      5m 55s
    3. Using keyword reports
      1m 31s
    4. Fine-tuning your match type with the Matched Search Queries report
      3m 44s
    5. Optimizing traffic by time of day
      1m 37s
    6. Using the Destination URL report to identify landing pages
      1m 45s
    7. Identifying the best placement options for ads
      2m 0s
    8. Keyword positions
      4m 32s
  11. 40m 3s
    1. Understanding where site visitors come from
      2m 32s
    2. Analyzing the All Traffic Sources report
      2m 4s
    3. Identifying direct traffic
      2m 20s
    4. Identifying users who were referred to your site
      3m 9s
    5. Viewing search engine reports (overview, organic, and paid)
      4m 52s
    6. Introducing campaign tracking
      11m 17s
    7. Planning, creating, and logging a tracking strategy
      2m 58s
    8. Tracking offline campaigns
      7m 11s
    9. Finding data in a Campaign report
      3m 40s
  12. 36m 43s
    1. Analyzing top content by metrics and the navigation summary
      3m 29s
    2. Sorting top content according to page title
      3m 57s
    3. Understanding when to use content drilldown
      2m 25s
    4. Measuring the importance of top landing and top exit pages
      3m 41s
    5. Identifying slow-performing pages with the Site Speed report
      4m 6s
    6. Understanding the Site Search and Usage report
      3m 29s
    7. Analyzing the Search Terms and Search Term Refinement reports
      4m 12s
    8. Using the Site Search Pages report to understand how users search
      5m 19s
    9. Configuring Site Search
      6m 5s
  13. 33m 49s
    1. Understanding the Goal reports
      4m 24s
    2. Configuring goals
      9m 55s
    3. Understanding funnel visualization
      9m 48s
    4. Identifying value through E-commerce reports
      4m 35s
    5. Using goal flow to find detailed insights
      5m 7s
  14. 24m 25s
    1. Real-time data for time-sensitive analysis
      4m 21s
    2. Using intelligence alerts to flag important events
      8m 59s
    3. Creating custom intelligence alerts
      5m 48s
    4. Creating and customizing dashboards
      5m 17s
  15. 43s
    1. Goodbye
      43s

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Google Analytics Essential Training (2010)
4h 53m Beginner Oct 08, 2010 Updated Dec 20, 2011

Viewers: in countries Watching now:

In Google Analytics Essential Training, Corey Koberg shows how to use the Google web analytics platform to generate and evaluate information about the visitors to a web site, including data on site traffic, user behavior, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.

Topics include:
  • Setting up an account
  • Installing tracking code on a site
  • Reading the dashboard and understanding high-level metrics
  • Understanding how visitors use and navigate web site content
  • Analyzing visitor and traffic source reports
  • Tracking AdWords and other marketing campaigns
  • Planning and configuring goals
  • Utilizing segmentation for deeper analysis
  • Understanding the raw data and how it's collected
  • Selecting and comparing date ranges
  • Using flow visualization to see how visitors navigate through a site
  • Identifying slow-performing pages
  • Performing real-time analysis
  • Using annotations and other best practices
  • Configuring and analyzing internal site search
  • Determining the best report view to use
  • Navigating reports with tabs
  • Cleaning up data with inline filters
  • Sharing data and reports
Subjects:
Business Online Marketing Web Data Analysis Web Analytics SEO
Software:
Google Analytics
Author:
Corey Koberg

Viewing search engine reports (overview, organic, and paid)

Search engines are one of the most important traffic sources for many sites, and there is a wealth of information we can gain about how our visitors are using them to find our sites. Google Analytics has three reports dedicated to search: the Search Overview report, the Organic Search report, and the Paid Search report. Let's start with the Overview. Here under Traffic Sources, we see Sources and then Search and then the Overview. This report quickly lets us compare organic search and paid search traffic across all of our site usage, goals, and ecommerce metrics. Much like the All Traffic Resources, report, we can also change the dimension up here to view the data by Source, Keyword, Campaign, or any of the other dimensions that are available to us.

But the key difference here is in this report it will only show us data about paid and organic search traffic, no other traffic sources. The organic and paid traffic get their own dedicated reports, which function much the same way. Starting here with the Organic, we see the organic medium isolated so we have all the data in this report coming just from the organic searches. When we load the report, it starts with a default dimension here of keyword, or we can change to any number of other dimensions available to us. And of course, we can see all of our usual metrics by which we can evaluate each keyword. Keywords are listed individually here--well, except for these not-provided keywords.

These occur when a user is logged in to their Google account and does a Google search. In that case, Google uses the Secure Search which doesn't transmit the exact keyword that the user typed into the web Analytics tools such as Google Analytics. They submit "not provided" instead. However, we can get some information about the types of searches that are being done by the landing pages. So here if we click on not provided to drill down into there, I am going to see a report that's just about not provided. Now the keyword here, not provided, which is what we've drilled down into, and we can see here on the top in the breadcrumbs that we went from All to just the Keyword of (not provided), and so rather than repeating that here, we can switch to a dimension that's more useful.

In this case, let's take a look at the Landing pages. You won't get the exact keywords that the person did a search on, but by looking at the landing pages that were derived from the (not provided), we can get some insight into the types of things people were searching for and where they went on our page when there were logged into their Google account and thus directed to the Secure Search. It's certainly not the same as having a real keyword, but it's certainly better than no data at all. Let's go back out to our primary keywords report, click on the Organic, and we have our list of keywords again. One thing is don't forget to take advantage of secondary dimensions here, such as a landing page to see which landing pages the search engines are sending traffic to you for any of these given keywords.

To do that, we click on Secondary dimension here. I can just go ahead and type in landing page, click on that. What we are going to see is on the left- hand side, we'll see all of the keywords that are there. We are going to see them broken out into the individual landing pages in which there's sending it to. You can see that people who typed in Google Store to their search engines were being sent to this landing page, which is essentially the homepage. A homepage is the landing page for a lot of our keywords here. One thing to notice though is that these will be repeated. Google Store is actually sending people to do different landing pages. Some of the people who typed in Google Store got sent to the shopping homepage.

Some people got sent to the original homepage. Of course scrolling up here to the top, don't forget about your performance metrics, such as your Ecommerce and your Goal tabs, so we can see the actual value of each of these keywords. Here in let's site usage tab, we can sort by Pages/Visit and that will help us understand which keywords bring visitors that conduct in-depth shopping expeditions, or we can switch over to this Goal tab and see the performance based on the completed orders goal, and we can put in an advance filter to show five or more searches and see which keywords convert the best in that respect. Let's go ahead and do that. I am going to click on Completed Order here to sort by that particular column.

In this case, I can see that there are several keywords here and landing pages that have 100% conversion rates, but there's only one visit, so those aren't quite as useful to me. For these purposes I am going to go ahead and take the Landing Page secondary dimension off, so I can see my keywords here. I am going to click on Advanced, and I'm going to make sure that we have at least five visits, actually more than five visits, in each of these. Click Apply and we'll see that same list, keywords here sorted by the Completed Order column, with at least six or more visits.

This is going to give us a pretty good idea of which of these keywords have a high conversion rate. We see that most of these are branded, so we can take this one step further and strip out the branded as we've shown earlier. On the Paid report, we see all the search engine traffic that was paid for. Now keep in mind this isn't just Google, but all search engines. We also get an extra dimension here of Matched Search Query. This is the actual search term that the visitor typed in resulting in our ad being shown. This is highly useful data, but if you are looking specifically for AdWords data, you will get even richer data, such as cost and impressions, in the advertiser set of reports which are covered in another video.

Utilizing these reports properly can not only give you tremendous insights into paid and organic search, but make an incredible impact on any paid search engine campaigns you might be running as well.

Find answers to the most frequently asked questions about Google Analytics Essential Training (2010).


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Q: The course was updated on 12/19/11. Can you tell me what's changed?
A: Many movies were updated to reflect the changes in the Google Analytics user interface and new movies were added to the course as well, with topics including using flow visualization to see common paths, identifying slow-performing pages with the Site Speed Report, using goal flow to find detailed insights on funnels and conversion paths, analyzing real-time data for time-sensitive analysis, and fine-tuning match types with the Matched Search Queries report.
Q: Where can I learn more about internet marketing?
A: Discover more on this topic by visiting internet marketing on lynda.com.
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