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Version 2 is so radically different and provides such a compelling value proposition to users of web analytics that I am excited to write a blog post about a product (the first time I have done this in 11 months of existence of this blog). I am also the Analytics Evangelist for Google but youa€™ll see that I am so excited about GA V2 not because I consult for Google but because I believe that v2 is a leap forward for all of its current users and a new standard for the industry when it comes to interacting complex web analytics data.
Also while this post is about GA V2 it contains examples of the best practices I have talked about on this blog frequently, I have just tried to do those with GA here.
Upgraded goodies: Schedule and email any report or dashboards, Better site overlay, Much nicer page level reporting and more. One more of most dramatic changes to Google Analytics V2 is the new immersive data interaction model.
All images in this post are linked to slightly higher resolution images, go ahead and click on all the images . As youa€™ll use the tool youa€™ll see more and more examples of effective communication of data via a very well thought out UI that is perhaps the best one today amongst all web analytics tools. The new version of Google Analytics does a great job of addressing this challenge by immensely improving, what I call, data discoverability. As you use the tool you'll find many little and big ways in which the new UI makes it easier for you to drill down, drill up and drill around. On this blog we have highlighted the importance of having relevant context to helping you make optimal decisions.
The new version of Google Analytics provides several features that help you get relevant context to the performance of your website metrics. Now notice something cool, not only do you have a trend for conversion rate on your website but in the Site Usage area of your report you can see your key metrics for the Search Traffic (numbers in bold black) but, this is fun, notice that you can also see (in smaller grey font) the comparison of your search metrics with your Site Metrics. Even at a quick glance I know exactly how this keyword is performing, not just for Conversion Rate but all other important metrics (this is the top performing keyword but only contributes 1.41% of the site visits!).
But perhaps one of the easiest way for you to get context about your performance is to simply compare it to a, well, comparable time period. As soon as I hit Apply Range I can see at a glance trend of the main metric I was looking at for the two time periods (Visits) but notice the changes for all other metrics. Again in this case you can understand your performance better and even at this high level the questions you should now ask of your data will bubble up.
The nice thing is that once you choose your timeline for comparison in any report, that comparison then permeates all your reports so that you can start at a high level and drill down and still have the valuable context. You can hover your mouse on the timeline to get daily performance, or you can easily look at the deltas for the key metrics (click on the image above to see how the context continues for your top sources and keywords, all on the same page – remember the goal is for you not to dig around to get actionable insights). Most of the reports youa€™ll see in Version 2 of Google Analytics provide easy access to segmentation options. As you can see above you have the ability to write a custom message, choose a convenient format (including extremely high resolution PDF's) and the schedule.
Site overlay is one of the most underutilized reports of any tool, with v2 it gets better in Google Analytics and builds a foundation for future enhancements.
Novice users (or experienced users!) will find it very convenient to locate help and definitions throughout the application. Let us all resolve never to get confused about Hits, Visits, Visitors and Unique Visitors!! Closing thought: Having been such a fan of Measure Map I am super impressed with what Jeff Veen and his team have delivered, something that is a revolutionary step forward when it comes to complex web data and how we interact with that data in our quest to find insights. I'm really enjoying the new interface, and this is a great post reviewing all the features (I just did a bit of a guided tour using your five points). I was very impressed with how fast I was able to pick it up (we were fortunate to have one of our accounts with access to V2).
But the best thing of all that I haven't seen anyone say yet – this is still FREE!!! I went to write a review today for my blog but was disappointed to find that my account hasn't been upgraded. I have some accounts on the old version and some on the new and I'm already starting to sulk like a spoilt child because I want the new interface on all of them NOW. We use a combination of Google Analytics with Clicktracks and again and again I've noticed users new to GA stumbling around the GA interface as if it was a maze. The fact that the email facility even includes the ability to add in some kind of commentary also strikes me as really good. Thanks to you all for the kind words and support, it is very welcome and deeply appreciated. I agree with you, it is very good, although as an advanced user, and as you noticed, there are a lot missing for serious web analytics work on large sites, but I like it because it kind of sets the standard of simplicity which is not the case with Web analytics tools. I noticed that in the morning and realised Google just wrote off $30 million urchin investment.
We are threatened now as i can foresee v3 of it offering customizable columns and multiselect options.
However, the old version has a number of severe limitations (such as only 4 definable goals) and I'm wondering whether this has been addressed? This is a pretty landmark event for the web analtyics community, since it shortens the gap between marketing folk and the analytics geeks. Hi, the new look is very slick and appealing, but the most common thing I do with Analytics is click on the current day to see if I'm having a good day or a bad day. Are the stats for these island groups just lumped in together with the country that governs them? I'd like to see that it keeps the function of exporting the whole report to Excel so that I can run macro to decompose the search phrases, etc. Wei Zhang and I seem to have similar needs… On reading that comment I went and investigated the keyword report export. The new version is great in the way that it combines data from several tabs, but I too will greatly miss the ability to get a file containing all the key phrases.
Quite simply put, fabulous UI, very intuitive, printed pdf reports look stellar, if you're not using Google analytics yet, you should be. Anyone reading this blog will be know of my fondness for ClickTracks, it is a great tool and I talk about it here in glowing terms. Google Analytics has some very powerful capabilities for keyword research that are often overlooked. Using advanced keyword segments, you can find and isolate buckets of keyword traffic (organic, paid, or both) and their destination landing pages, in mass – and that can be very useful for your optimization efforts. Creating an advanced segment just to home in on “Metropolitan” keywords effectively gives me the same keyword list.
You may be wondering why I would bother creating an advanced segment when I had the same information by filtering the list of keywords coming to my site. For example, it would be impossible for me to look at all the pages that got traffic from the keyword “metropolitan” at one time (see below). More than half of the traffic I got on “metropolitan” came from one post I wrote early in 2008 that provided 131 visits (out of 257 total visits) – that might be valuable for me to know in order to find out how I could write more posts that build on the success I had with that particular blog post. I also found that most of the people searching for information about the Metropolitan were, predictably, local. While the largest chunk of traffic was local (I live in Brooklyn, New York), much of it wasn’t (it was long-tail traffic from all over the world).
Using Google Analytics advanced segments for keyword research is an effective way to gain insights that you might not ordinarily be able to get without such a tool. On September 23rd, Google flipped a switch that made all searches clicked on in its Search Engine Results Pages (SERP’s) “secure”.
Well, for those website owners and managers who like to see what search term a visitor used to find their site, they will no longer be able to for any clicks from Google’s organic search results. In the past, search engine optimisation has relied heavily on this data in Google Analytics to determine keywords that people used to arrive at a website and which of these words needed to be optimised further. This superb Google Analytics keyword search data may now be lost forever or there could also be further developments yet to materialise.
Hopefully by now, whatever the size, type, or age of your business, you understand that long-tail keywords should be a part of your SEO content strategy. If it turns up in a Google suggestion, you know that it’s a phrase people are searching for. You may get slightly more suggestions here (in this case, eight keywords versus just four above), and they may also be slightly more personalized (Google knows I live in Colorado, hence the “Denver” and “Fort Collins” modifiers). If you only use one keyword tool every time you do keyword research, you’re selling yourself short and probably missing out on tons of long-tail keyword variations. WordStream’s Free Keyword Tool – Sorry to toot our own horn, but you really will get more long-tail suggestions with our keyword tool than most other tools out there. Google Trends – Find out what people are searching on right now (like “Who will win the 2012 election?”).
The more keyword tools you consult, the more long-tail keyword variations you’re likely to find.
Your analytics will tell you many, if not all, of the keyword phrases that lead visitors to your website.
If you’re running a PPC campaign in AdWords, don’t forget to use your Search Query Report the same way you’d use your analytics, just one of many ways that PPC data can inform your SEO. Sites like eHow are pretty much entirely fueled by keyword research, primarily long-tail keyword research.

You might not have Demand Media’s data sources or insanely profitable content algorithms on your side, but you can still learn from this methodology.
Like Demand Media properties, Q&A sites can be a good source of long-tail keyword ideas.
Questions make great long-tail keywords – it couldn’t be more obvious that these people are looking for answers and information. Of course you’ll want to do a little keyword research to find the version of each question that has the right search volume and competition level.
A lot of these headings translate into long-tail keywords (“history of quantum mechanics,” “mathematical formulations of quantum mechanics,” “applications of quantum mechanics,” etc.).
Thanks Andres -- you will find some Spanish keywords in our keyword tool but the volume is much lower than for English keywords.
I would suggest you to use Rankertracker for better keywords, seo and link analyser all within this.
What about competition?  Is there a way to gauge your long tail keyword's competition without paying for a software.
Hi Peter, use the estimated cost per click in the Google Keyword Planner as an indicator of competition.
Actually it is attributed (see fifth paragraph) -- this was "ripped off" with permission :)Thanks for being vigilant though!
If we're using Long Tail Keywords for our AdWords campaign, which Match Type should we use? As you might’ve noticed, we’ve added a couple of pretty cool features to the Google Analytics by Yoast Premium plugin .
This is a custom dimension that’s only available if you’re also running ourYoast SEO plugin. So all of your posts and pages that have gotten a Good score will be one group, all the OK posts and pages in another, and so on.
However, even more interesting is to see if there are any pages with lower SEO scores that still get a decent amount of traffic.
As you can see, for us there’s one page in particular that’s getting some nice traffic, even though its SEO score is only OK. The Focus Keyword custom dimension is again a custom dimension that’s only available if you’re running WordPress SEO. If you see a Focus keyword “focus_keyword_not_set”, that obviously means that your focus keyword is not set.
As you can see, 24% of our total traffic is from posts with WordPress in their focus keyword.
In short, the Focus Keyword custom dimension gives you a lot of insight on how you’re doing with your focus keywords. The Google Analytics by Yoast plugin now not only supports categories as a custom dimension, but also tags! The first one in that list is actually our Yoast SEO plugin page (which I found out using the Destination Page as a second dimension again). The last tab will only work if you have the Premium version of our Google Analytics by Yoast plugin.
Every where from totally customizable dashboards to the overview reports to the presentation of the data and more a€?storiesa€? Our world of web analytics is already too complex and data is hard to parse and insights harder still to get.
Further more the next action is within easy reach, either click on one of the many metrics you see under the graph or there are Visitor Segmentation options being suggested to you. Compare image below to image above, one click access to clickstream (behavior) and outcomes. The recent how should analysts spend their day post indicated that 20% of the time should be dedicated to staying plugged into the context. I think both of these make it significantly easier for novices and experts to understand their data (which might lead to more insights).
Just select any report (even ones you have segmented and timeline compared etc) and click the Email buttona€¦..
In the screen shot above that Clicks, Goal Value (How much is each link driven in terms of goal revenue), Goals 1 and 2 (click density for driving to conversion goals that you have set for your website).
As youa€™ll see in the screenshot below you can choose the page you want and then look at a detailed summary or navigation summary or entrance paths to the page or external sources who referred traffic to a page or the keywords that drove traffic to a page from a search engine. For example how many people came to the product page, where did they go next and of those how many ended up in the shopping cart and if not there then where did they end up? Just click on the question mark icon next to any metric you see or the Conversion University link next to any report. The old interface was one of the worst interfaces for any web site I have ever seen, even if it was powerful. I ended up writing a general piece, which got listed on TechMeme, but it was a shame not to have the new site in front of me to be able to give it a real test-drive. It looks to me as if the new version takes away a chunk of the drudgery in producing reports and even provides a subtle prompt to use the extra time for a few words of analysis. Where is the ever-so-useful 'weekly' which was strangely lacking in the old version?
It certainly took a while to find hidden features in the old interface, so I can hardly complain.
As you use the tool please feel free to write to me here or via email to share your experiences. We boasted features such as any data couple of clicks away – multi selection of variables and their impact on the visits, pageviews, bounce rates and conversions. It does look great and I may even use it on some commercial sites now that it's so much better. I especially like the timeline function instead of being forced to use the calendar function. It was ideal for mining activities and also for compiling reports on keyword trends over time — trying to spot the future stars as they start to rise. Anyone have an idea whether this is a permanent 'feature', or will it be corrected? Well, since this is a rah-rah session for Google, I'll be shocked if my comments are even allowed.
And the PDF output is a godsend and will help me in justifying so many things to clients and partners! I don't know VisiStat very well (though I did play with the Google Analytics Basics:How to use it, why is it so important? Taking all of my keyword traffic that contains the word “Metropolitan,” I can create an advanced keyword segment in Google Analytics.
The reason is that it would be impossible to look at the keywords en masse without bucketing them together into a segment. There is a lot of speculation and conspiracy theorising but the most believed explanation is for privacy and security reasons.
It has been happening for a while and the amount of ‘(not provided)’ data in Google Analytics has been steadily increasing over the last year to get people prepared for losing the data altogether.
It is worth noting that Webmaster Tools data isn’t entirely 100% accurate and doesn’t take into account all of the search queries, but it is useful for identifying trends.
Rumours are that there may be a paid version of Google Analytics on the horizon that would include the data again. With a BA in English and Japanese, she’s happiest tapping away at her keyboard writing copy or articles, or else working on the latest illustration. Recently, I explained why it’s so hard to rank for competitive keyword phrases with a new website. The long-tail keywords you find could be used as the title and main topic for a highly targeted blog post or article (or video, or infographic, or any other type of content), or you could use them as variations to better optimize a longer guide or article targeting one primary keyword – for example, by using the long-tail keywords in your subheads and image file names.
These suggestions won’t necessarily inspire your faith in humanity (we all remember the “I am extremely terrified of Chinese people” debacle …), but they might inspire good content. By digging through these keyword referrers, you’ll be able to find a bunch of long-tail queries that are driving traffic for you.
You can simply scan all the terms for good, relevant long-tail keywords you can turn into content, or you can set the time frame to something pretty large (depending on your traffic flow, try a 3-, 6-, or 12-month period) so you’ll have a lot of data to look at, then search for patterns.
Your Search Query Report shows you the search queries that drove people to click on your ads, rather than your organic search results. Not every question you find on a Q&A site is going to be a worthwhile keyword to attack.
You can also do a page search (Control-F) on the page for your primary keyword and see what other variations appear throughout the text.
I use Tweetdeck and make a columnbased on a couple keywords, such as ['drum set' AND '?'], then watch what questions people areasking about these keywords.
You are right on the spot in explaining how to tap into the gold mine of long tail keywords. This post is another sequel to the custom dimensions posts, in which I’ve been explaining the custom dimensions in the plugin.

Be sure to read this post all the way to end, because there’s a surprise at the end that might just save you some money!
If you don’t have this plugin installed, you won’t be able to select this custom dimension. These pages are already doing well in the traffic department, and can actually still be more optimized, meaning they can probably get even more traffic than they’re getting already. This way you can find some hidden gems you might’ve overlooked in the optimization process altogether.
So this is quite an awesome way to see which (groups of) keywords are getting you the most traffic. The Reports tab can give you the amount of sessions for the last month by Traffic Source, Popular Pages or by Country. Many of the most frequent GA users (big or small) already have access to V2 as of this morning (please log into your account and check). It shifts the model from a few digging long and hard to find insights to the many not having to dig a lot to find first blush insights and also having the power to easily and quickly dig deeper if they want to. Effective presentation of data (ok pretty!) is greatly accretive to helping understand trends and insights and significantly increase ease of use both for a lay person and the super analyst. Most of it has been surfaced so that it is staring at you already or you can find it in two clicks. Often we buy into the hype of search engines because we might only look at one metric or the other, now you can get the whole picture, quickly. You still have to boring calendar you can choose your time periods from, but what I like better is the new Timeline feature where I have the option to using two slides and drag them to choose my date range.
I also have automated raw numbers for my key metrics and in helpful Red and Green indicators how each metric has performed over those two time periods. Good to understand and actionable (even though I am not a huge fan of site level path analysis, that is not a good use of time).
You may or may not decide to use cancel your current tool subscription, that is a very personal choice, but you'll make that decision for a informed position.
And I like the way that if you select a week using the left of the calendar, for example, the default time line still shows the context surrounding the week. And what has happened to the old ability to select 'all the Mondays' by clicking on the top of the relevant column in the calendar (even if only for a single month at a time)?
I went to look in the Analytics Helps Groups and there are threads scattered all over the place. Say I created a keyword segment on “Cezanne”, my favorite artist – where would that traffic have come from, predominantly? This means that you will now have to rely on past data and the keywords that were important to you and measure your success through ranking monitors.
Although oddly they have only made this change on natural search results and not for their paid ad links, so it indicates security isn’t the only reason. You should be using this free tool anyway, but you can see what search queries people are making and the average position of your website along with the number of clicks you receive for each query. To balance the creative side, Katie is also very motivated and a bit of a perfectionist, which helps with her SEO duties.
And if you're running niche marketing campaigns, super-specific long-tail keywords will be your best friend. These keywords may be relevant to your business but not yet highly targeted by a single page on your site. As an added bonus, you get fuller access to this data than you do your organic referrers in Google Analytics. If eHow is targeting a keyword phrase, you can bet it has search volume and that advertisers are interested in buying placement on those pages.
In addition, the “See Also” section at the bottom of many Wikipedia articles can be helpful for finding clusters of related terms. Start with head and mid-tail terms that you’re trying to rank for, and see what types of keyword variations are used on the pages that are ranking in the top 5-10 spots. I had spent a good deal of my time looking for someone to explain this subject clearly and you’re the only one that ever did that. In the case of Spanish, I normally head over to the Google's KW tool and see what comes up (based on language and country). Today I’ll explain the new custom dimensions we’ve added and how they can actually help you on your SEO as well! On top of that, this also gives you a nice list of everything you’ve already written about. However, all those tags related to WordPress plugins are getting a big amount of total traffic. Especially useful if you want to see which author has gotten the most traffic lately, for example. The tool is easier to use, key metrics jump out to you and it is ever more easy to understand what is going one (if only all sexiness in the world was so productive! Is MM going to be re-released with some of these new features but in a format more geared towards bloggers? Their interfaces, IMHO, are still far advanced over this yet you don't see this type of cultic fanfare with them.
Is this because this data in V2 is "based on sampled data" and that from version1 is not? If you don’t already have a Bing Webmaster Tools account, now is the time to get one, as you also see your keyword data in there. In the main it will help you identify those keywords that are converting the most and those that people aren’t seeing as relevant to your content, as they are performing poorly.
Although her hobbies could probably be described as art, art and more art, she also enjoys long walks, good friends and travel. Keep trying, and target more specific, less competitive long-tail keywords in the meantime.
For example, a few years ago we found that a lot of people were searching on the phrase “what’s a good click through rate” to wind up at our site, but we didn’t have a page with that title, so we wrote one, and now it drives tons of traffic.
Some (longtail) keywords might be missing, or maybe you’d expect more traffic from a certain keyword (group).
This is obviously no surprise to us, but this is a very good way to find subjects you didn’t know were popular on your site. Please share your thoughts and feedback via comments, I would love to hear what you all have to say. The main issue here is that most sites get the vast majority of their traffic from Google, so Bing and Yahoo are poor cousins with less data. Whilst only limited to those that click on the paid search results, it does provide some insight. We also talked about whether you should target head terms or long-tail keywords in my Content Marketing FAQ. I found that the difference between two sets of data is larger than the variance range it gives.
Google explains this in detail in one of their articles.What do you do after installing Google Analytics?Congratulations on taking the first step towards educated decision-making through analyzing data that matter.
The content eHow churns out is produced on the cheap by freelancers and tends to be thin content, the kind of stuff that post-Panda Google no longer favors. If you can create strong content with real value that is also hyper-targeted, you have a good chance of outranking the content farms. For instance, you can see the traffic source, the content section which shows which pages are the most popular, at which point do visitors abandon your page, where your visitors are located and much more.So the first thing you need to do is choose which information is most important to you and include it on the Dashboard. As you’re building out your site content, your keyword taxonomy should naturally include both broad and narrow terms. You can also create multiple dashboards for different categories.You can also choose to view information panning a certain time window. This comes handy when you need to compare information to results based on them.Your ‘Goals’ page is where you can source data that matter most for your business. These provide insights into where your website stands in terms of established objectives.The three metrics are Acquisition, Engagement, and Outcome or ResultsThe Visits page gives a lot of data on the number of visitors, their geographical location, the entry exit points, how many of them are on a mobile device.
And how many of them are returning.This comes handy when you need to measure the acquisition count. Every website needs to know if it’s doing what it needs to to keep the visitors coming back.The overall quality of your website is measured by how engaging it has been for these visitors.
While it does overwhelm you with a staggering amount of data, you need to be the best judge and pick the ones most useful for you.

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