Guida a Google Analytics

Ormai da diverso tempo, creare un sito web è diventata un’attività alla portata di molti utenti. Il difficile viene dopo, quando dobbiamo gestire la nostra creazione al fine di ottenere il fondamentale e più prezioso riconoscimento: le visite degli utenti.

Per aggiungere quest’obiettivo, è molto importante poter sapere chi accede al nostro sito, con quale scopo, a quali pagine è interessato, quali sono i tempi medi di permanenza, qual è il percorso di navigazione, ecc.
Possedere e analizzare questi dati si rivela essere fondamentale per implementare nuove strategie, o rivedere le precedenti, al fine di ottenere una corretta ed efficace strategia di gestione e di web marketing.

La disciplina che si occupa di raccogliere, monitorare, calcolare, analizzare e strutturare il comportamento degli utenti è la Web Analytics.
Importante precisare, in fase introduttiva, che la disciplina della Web Analytics non ha un unico obiettivo e varia i propri metodi d’indagine a seconda del contesto concreto in cui essa deve operare. Facciamo qualche esempio:

• Analisi del contesto. Le attività di benchmarking, correlate da un’analisi SWOT (punti di forza, minacce, debolezze e opportunità) sono tra le prime a dover essere messe in campo, soprattutto in fase di lancio di un prodotto. Lo studio dei potenziali concorrenti consente di ampliare o migliorare la propria strategia di marketing on line.
• Analisi delle parole chiave. Studiare le parole chiave (keywords) maggiormente usate dagli utenti offre un notevole contributo in termini di posizionamento e risultati delle ricerche, utile soprattutto per una strategia di Search engine optimization.
• Inbound links analysis. Conoscere i link di ingresso verso determinati siti si rivela piuttosto utile qualora si voglia implementare campagne per aumentare la visibilità del nostro sito (accrescendo, ad esempio, il punteggio di PageRank).
• Ottimizzazione delle landing page, cioè della pagina alla quale puntano i nostri banner pubblicitari. Una più efficace combinazione di testo, layout e grafica può incrementare la permanenza e il reindirizzamento dell’utente al sito principale.
• Controllo della reputazione on line. Di recente interesse, e soprattutto per una clientela enterprise, è l’analisi del passaparola in rete su prodotti, marchi, aziende. Molto utile per la promozione dell’immagine aziendale.
• Clickstream analysis. L’analisi del flusso di navigazione, da non ridurre al mero conteggio dei passi compiuti su di un sito, si rivela tra le più complete tipologie per ottenere dati strutturati riguardanti numero di visite, fonti, provenienza geografica, rendimento commerciale di fasce di utenti, esperienza di navigazione.

Proprio a quest’ultimo livello di analisi si inserisce Google Analytics, tra i servizi on-line più diffusi e di semplice utilizzo, con il pregio di essere uno strumento gratuito e altamente versatile.
Google mette a disposizione dei propri utenti un gran numero di risorse, anche in italiano, per il corretto uso di Google Analytics ma, come spesso accade quando ci troviamo in presenza di software ricchi di opzioni, è necessario poter avere un primo approccio, sebbene non esaustivo, in grado di farci orientare e metterci in condizione di usare da subito il servizio, sperimentando e modificando poco alla volta i settaggi più congeniali alle nostre necessità.

Prosegui e leggi la Guida a Google Analytics di Mr. Webmaster.

The SEM Toolbox: 79 Tools and Tips Every Search Marketer Must Have

The following article on the tools for the search marketer can be found here.

Backup Tools

Seriously – this is first because too many of us don’t do this. Read Rae’s Backup PSA if you don’t believe me.

1. SugarSync - I personally use Sugar Sync because I like the fire and forget method of syncing online as well as with my laptop – double backup from one app.
2. Backblaze – Haven”t used them but they definitely have clue. If you’re a geek, read how they build Petabytes on a budget
3. RSync.net – the windows interface is clunky, but if you’re running a UNIX box anywhere and have databases, it’s really cheap for the piece of mind, and the support is clueful and friendly.
4. WP-DB-Backup - must have if you’re running any wordpress blog.

Ok, that’s out of the way, let’s get to the fun stuff.

Backlink Discovery Tools

1. Yahoo Site Explorer - The Grand Daddy of them All. Limited to 2000 domains per result, doesn’t allow you to differentiate between different types of links (redirects, no follows, deleted etc) but can’t beat the price. Aaron Wall’s old Backlink Analyzer is a great way to dissect Site Explorer results.
2. Majestic SEO - I love Majestic. It’s the best thing to happen to SEO in a long long time. Short of building your own web graph, it’s an amazing tool. The Interface definitely needs some work, but the high quality and quantity of data (much better then Yahoo) and the filtering and targeting options make it one hell of link building tool.
3. SEOMoz’s Linkscape – I haven’t personally tried Linkscape yet, as Majestic suits my needs, but I have heard good things. There is a detailed post over at GoodROI on Majestic Vs Linkscape, for those who are interested.
4. Google Blog Search - I’m sticking this in because depending on the day and how the algorithm is feeling you can get a good subset of blogs linking back via the link command. It’s definitely not 100% accurate and probably a subset of data, but it works a lot better then the comparable link: command on Google Search.
5. Link Diagnosis – Wiep suggested this one, quick method of looking up link stats.

Link Management Tools

1. HighRise - While it’s an overall Contact Manager, a little bit of manipulation makes HighRise a great link management tool. I’ll probably go into more detail in a different post. If you hate 37 Signals, there’s also BatchBook, which is also nice.
2. BuzzStream – I tried BuzzStream for a while and I actually liked it  a lot – that being said HighRise had a lot of our data so it wasn’t worth our time to switch, but if you’re just starting out it’s a good idea.
3. Raven SEO – More of a global SEO tool then just a link acquisition manager, I encountered it first as a link manager, so that’s why it’s here. I like the ability to brand it for clients, and I think it’s worth taking a look. They have a 30 day trial so not much to lose.
4. Excel – The oldie but goodie – if you’re not in to Web 2.0 or don’t trust anyone with your data then Excel is perfect for you – just make sure you have a good way of tracking changes.
5. Advanced Link Manager – I’ve used this sparingly and I’m not a huge fan of the interface but it’s a good, solid tool for somebody who wants a piece of desktop software.

Competitive Research Tools

1. SEMRush – this great tool allows you too see where your competitors are ranking, as well as if they’re buying AdWords traffic. They recently upgrade their UI which has made it a lot easier to use, and the data is excellent – I only wish it was updated a bit more often (similar to the force update available on MajesticSEO).
2. KeywordSpy – If you’re doing any kind of PPC/Affiliate marketing, KeywordSpy basically scrapes AdWords and shows you ads and keywords. I really like the option to search by different affiliate networks and specific affiliates.
3. DomainTools – Great way to see what other sites someone owns, see what’s on a IP, and keep track of acquisitions and competitors. Also great way to keep track of your own domains. The only things that suck is Customer Support is non-existent (both via email and phone) and their pricing structure is really bizarre.
4. Compete – I have issues with Compete – I don’t like their pricing structure and I find from  talking to a lot of people that their data is wildly inaccurate, but it’s a lot cheaper then Hitwise, and much more worth it if you’re operating in multiple verticals.
5. LinkedIn – People are so neurotic about keeping everything on different servers, but then they reveal everything  on LinkedIn. I don’t get it either.
6. Facebook – Same thing as LinkedIn.
7. The related: command on Google can often reveal some very interesting things about neighborhoods, multiple sites owned by the same entity, and even help you find link networks.  It was like this before they made the recent changes and now it’s even better.

Keyword Tools

I don’t use Keyword Tools as much as I used to – but I think that they’re useful when you’re researching a new niche or doing some work for clients. They need to be treated with a grain of salt and the best way of checking accuracy is to run some PPC ads just to get an idea of impressions and accurate search volume.

1. Adwords Keyword Tool – I only go by what’s exact match.
2. WordTracker - definitely very different results then Google, so nice to get a good idea of what’s going on.
3. Once Again, Aaron has everything in one place – why does it seem like he’s the only one building these tools anymore?
4. The AdCenter Excel plugin is nifty, but you need Excel 2007 and to be online to use it.
5. I guess Yahoo still exists for now, so you can get an idea of volume from within your Search Marketing account. (As an aside, has anyone successfully got someone on the phone at 1866-YAHOOSM in the last, say, 6 months?)
6. The WordTracker Question tool is great if you’re hanging out on the long tail. I don’t know how accurate it is, though.

Dropped Domains

I will leave it up the imagination for now as to why you need to buy keyword domains or perhaps expiring domains with backlinks. All these sites have their pluses and minuses but this where you need to go to buy expiring domains. I don’t think I’ve ever seen anything good on Pool and I’m amazed they still exist. NameJet gets Network Solution and eNom domains, and SnapNames gets Register.com, Moniker and all these bizarre third world Registrars you’ve never heard of. TDNAM is GoDaddy, and they price gouge as only GoDaddy can.

1. SnapNames
2. NameJet
3. TDNAM

Domain Aftermarkets

Some useful newsletters and Aftermarket domain sales sites. Rick, Sedo and BuyDomains with also broker for you if you have something worth selling. Most Domainers don’t really get non .coms, though (more on that in another post) but they’ll still do their best to sell for you, minus commission of course.

1. RickLatona
2. SEDO
3. BuyDomains
4. AfterNic
5. LuxuryNames
6. MostWantedDomains

Misc Domain Tools

1. DNForum – The DNForum membership scheme is not worth it.
2. NamePros - sometimes you can find good buys that aren’t listed anywhere else on these forums.
3. Domain Research Tool – I’ve used it in the past and it’s a great little tool if you have an exceptionally large list of domains to run through. I’d advise leaving it to run overnight and through a proxy.
4. FreshDrop - well worth the $39 a month to make life a lot easier when looking for dropped domains worth buying.
5. DropDay is a free, slightly less bells and whistle version of FreshDrop, but it does the job.
6. Get a Sales Rep – not a tool but a tip – if you’re doing anything serious online, make sure you have the number of someone who you can call direct and knows you at your registrar. I know Moniker and GoDaddy have this, I can’t speak for others.

Rank Checkers

1. Advanced Web Ranking is excellent, provides great reports and scheduled monitoring and backups.
2. Rank Checker for FireFox is  good in a pinch, but certainly not as powerful as AWR. I’m getting sick of listing Aaron, btw, but he makes good tools and they’re free.

Analytics

1. Google Analytics - I try and use it with a tin foil hat.
2. Clicky – good, takes a little bit of getting used to. Currently running  it on this site.
3. IndexTools (or whatever Yahoo! calls it now) – I loved this at one point, but like everything else Yahoo screwed it up too.
4. In House – You can use PiWik as a good base. If you’re doing affiliate marketing combine this with Prosper 202 to keep everyone’s hands off your data.
5. Prosper 202 – If you’re doing any kind of PPC to lead generation/affiliate, you’re an idiot if you’re not using this or a comparable tracking tool. Also leaves great footprints and Compete.com statistics to see what the competition is up to.

PPC Management and Creation

1. Google Adwords Editor – I think this (and the open API) really helped Get Google traction – if you’re doing any serious AdWords, at the very least you need to be using this tool.
2. For extremely large campaigns and spends, I think the API is a better way to create tools that do exactly what you need to do.
3. AdCenter Desktop – not as sleek as AdWords Editor but it does the job.
4. Yahoo Marketing Desktop – oh wait they’re not releasing this until 2010. Idiots – Short  Yahoo stock  folks. (I hold no positions long or short in Yahoo as of this writing).
5. Exclusive – Derek Beau’s keyword tool – This kid created an open source PHP version of SpeedPPC a few years ago, and took it down under either legal pressure or a bribe. Luckily it was released under a GPL License so you can now download it here. Great tool for creating all sorts of campaigns, for example geographic modifiers, or if you’re working on anything with models (say, laptop batteries).
6. If you do any work in Excel, especially PPC, go and buy DigDB. It’s the best Excel add-on ever and really makes life so much easier.

Automation

1. I like Eclipse for anything related to (ugh!) looking at Code.
2. RentACoder, oDesk, eLance, in that order for quality programmers. And once you find one, treat them well.
3. UBot was just released. I have not tried it but it basically looks like a great way to create automation software for all kinds of tasks with no real programming knowledge, which I think is great.
4. John mentioned 80Legs, which looks like a convenient way to automate all sorts of crawling tools without having to build and scale an initial crawler. If you try it, let me know how it goes.
5. If you have lots of repetitive tasks that require a human I have heard excellent things about TimeSvr.

Connectivity

1. WiTopia – Provides cheap VPN access with POPs in Los Angeles, San Francisco, Newark (they call it NY but it’s Newark), Virginia, Manchester and London. Great for checking SERPs all over the place, and occasionally watching Hulu if you’re overseas (although they’re on to it). I’m sure there are other things you can use a VPN for..

Forums

Most of the forums online talking about marketing and making money are shitte. Please keep that in mind when following advice online from a stranger you’e never met:

1. SEOBook Community – worth every single penny.
2. WickedFire - more the PPC/CPA/Scammy Rebill crowd, if you ignore the NSFW and drama there’s some good stuff.
3. WebmasterWorld – If they would get rid of the charter not allowing real domain names I think it would be a lot better. Pubcon is a conference par excellence, though.
4. Digital Point - Is Shawn Hogan still around? Anyway this forum is pretty useless EXCEPT for the Buy/Sell/Trade, which is best described as the Mos Eisley of the SEO World.

Misc

1. Evernote – great tool for keeping notes, filing, etc. Good for client meetings, brainstorming, tracking expenses, whatever.
2. Quickbooks – I don’t get why some well known and very successful web marketers (you know who you are) are still using Excel.
3. Smart Draw – greating for making all kinds of charts to prove whatever it is you want or to make linkbait.
4. RoboForm – If you have more then 5 passwords, and since you work online you do, download this tool and use it right now. It will save you hours and days worth of frustration and give you really tough passwords to boot. For the coup de grace, back it up with sugarsync.
5. TrueCrypt – trust no one. Especially when crossing US Customs, where you have no rights against illegal search and seizure.
6. Foxit Reader - much easier and lighter then Adobe Acrobat. Make it your default PDF reader.