ANALYST IN A CAN A self-administered SEO colonoscopy using GA,
Excel & a stick to bite on.
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Going From This...
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... To This
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Data Overload
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Apples and Oranges
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PROCESS Part I: Calculate Penetration Part II: Gather Variable
Data Part III: Put them Together and Plot Part IV: Impact the
Variable
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PART I: CALCULATE PENETRATION
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wtf is Local?
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What your Site thinks Local Means
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What your Site Thinks Local Means
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What Urbanspoon Thinks Local Means
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What Avvo thinks Local Means
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What Zillow Thinks Local Means
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What Yelp Thinks Local Means (hmmmmm)
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What GA thinks Local Means
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1. Filter your GA Data
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2. Download GA Data 5. Change 500 to 10000 1. Sort by City 3.
Specify show rows = 500 4. Find table.rowCount%3D500 in URL 6.
Export CSV 2. Ad Region as Secondary Dimension
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3. Download Population Data URL:
http://ezlocal.com/blog/post/Top-5000-US-Cities-by-Population.aspx
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4. Clean Up Data in Excel
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Key Excel Functions LEN count number of characters in a cell
LEFT define number of characters in a cell to display (from left)
CONCATENATE put two cells together SEARCH find position of a
specific character within a cell (from the left)
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Clean Up Data Examples (City)
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Clean Up Data Examples (Metro)
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5. Standardize local and move data to same Worksheet
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6. Merge Data (Vlookup crash course) 1. Sort Metros by
Ascending order 2. Add column for population 3. Vlookup your
metro
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Merge Data 4. Table Array where you are looking for the data
5.Define column w/data and use FALSE if you havent sorted by
ascending
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Merge Data 6. Add strings so you can pull down 7. Pull down
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8. Calculate Penetration
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Warning: Exogenous Variables
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Warning Example: Country as an Exogenous Variable
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Penetration List
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PART II: GATHER VARIABLE DATA
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9. Gather Variables Use the URLs to assess effectiveness of:
Inbound links Volume Domain diversity Quality (links with higher
rank in Majestic or SeoMOZ) Local (through IP ID) Anchor text
matching The latest blackhat technique your executive team dreamed
up Social Long Tail: # of indexed pages
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Gather Variables: Social
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Gather Variables: Local Links
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PART III: PUT THEM TOGETHER AND PLOT
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10. Calculate Correlation Coefficient
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Correlation Coefficient Warnings Causation vs. Correlation
Correlation between variables
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11. Plot It via Scattergraph
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PART IV: IMPACT THE VARIABLE
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12.Impact the Variable
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Stay In Touch Conrad Saam Atticus Marketing 206 486 2087
@conradsaam Slides available at:
www.atticusmarketing.com/slides
