1. ANALYST IN A CAN A self-administered SEO colonoscopy using GA, Excel & a stick to bite on.

2. Going From This...

3. ... To This

4. Data Overload

5. Apples and Oranges

6. PROCESS Part I: Calculate Penetration Part II: Gather Variable Data Part III: Put them Together and Plot Part IV: Impact the Variable

7. PART I: CALCULATE PENETRATION

8. wtf is Local?

9. What your Site thinks Local Means

10. What your Site Thinks Local Means

11. What Urbanspoon Thinks Local Means

12. What Avvo thinks Local Means

13. What Zillow Thinks Local Means

14. What Yelp Thinks Local Means (hmmmmm)

15. What GA thinks Local Means

16. 1. Filter your GA Data

17. 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

18. 3. Download Population Data URL: http://ezlocal.com/blog/post/Top-5000-US-Cities-by-Population.aspx

19. 4. Clean Up Data in Excel

20. 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)

21. Clean Up Data Examples (City)

22. Clean Up Data Examples (Metro)

23. 5. Standardize local and move data to same Worksheet

24. 6. Merge Data (Vlookup crash course) 1. Sort Metro’s by Ascending order 2. Add column for population 3. Vlookup your metro

25. Merge Data 4. Table Array – where you are looking for the data 5.Define column w/data and use FALSE if you haven’t sorted by ascending

26. Merge Data 6. Add strings so you can pull down 7. Pull down -

27. 8. Calculate Penetration

28. Warning: Exogenous Variables

29. Warning Example: Country as an Exogenous Variable

30. Penetration List

31. PART II: GATHER VARIABLE DATA

32. 9. Gather Variables Use the URL’s 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

33. Gather Variables: Social

34. Gather Variables: Local Links

35. PART III: PUT THEM TOGETHER AND PLOT

36. 10. Calculate Correlation Coefficient

37. Correlation Coefficient Warnings Causation vs. Correlation Correlation between variables

38. 11. Plot It via Scattergraph

39. PART IV: IMPACT THE VARIABLE

40. 12.Impact the Variable

41. Stay In Touch Conrad Saam Atticus Marketing 206 486 2087 @conradsaam Slides available at: www.atticusmarketing.com/slides