How to: Get SEO analytics beyond the stone age

Ian Lurie Mar 10 2010

The biggest mistake I see SEO’s make: They focus on keywords first and foremost, ignoring opportunities that exist right in their own analytics data.
This is my presentation from SMX West 2010, where I talk about analytics strategies for SEO. It’ll help you get out of the keyword abyss.
I added text so that it makes sense, instead of looking like a random set of images and babbling:

You can download the PDF version here:
How to: Get SEO analytics beyond the stone age
PS: Sorry for some color oddities. Powerpoint. Sucks. And I had to use it instead of my beloved Keynote for compatibility reasons.

Related stuff

If you liked this, you might have a look at my Google Analytics Cheatsheet, my post about analytics-driven SEO and even my older post about the fact that reports aren’t analytics.

tags : conversation marketing


  1. Travis


    Thanks again. You are a veritable wealth of timely, relevant, and important information.
    Adding this to my ever growing “List of things to do, that Ian suggested I do, to make my business better”

  2. Marcus


    Hi Ian!
    First and foremost, thanks for a great blog. I just have a comment on the presentation. Have you taken into consideration that on slide 35, Analytics overwrites the medium if a new referral/medium is present when you write your conclusion on that slide? The conversion in your example would be for the brand keyword, not a direct source or PPC. Well, depending if they cleared their cache or not in between visits of course :) If they had no cookie medium/referral, the conversion would come from a direct source.
    This is something I’ve been thinking about. Seeing as a person navigated as they did in your example, could one say that the actual keyword driving the conversion would be that of example #1, or is it the actual last click that made up their mind and what you should focus on? Whats your view on this?

  3. I love the presentation. Putting more pictures than text on a slide is helping the presenter to explore more on a topic.

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