Category: web-analytics
  • The 30-Minute Information Architecture Audit

    The SEO community really doesn’t take much persuading when it comes to the importance of links. Sometimes it feels like they’re all we want to talk about. And yet, we spend hardly any time talking about the most important and easiest links of all - the ones on our own sites. The links in our templates, our footers, our faceted navs, and our hideous drop down nested mega menus. Read more

  • Google Data Studio: Using Google Sheets as a Data Source

    Data Studio lets us visualize data from many sources. At Distilled, we’ve been using Google Sheets to do most of our reporting for years. It works well—but transitioning to Data Studio is so satisfying. It’s easier to manage permissions. And it’s also easier to get Google Analytics data into Data Studio than Sheets. Read more

  • Google Data Studio: Who can See My Data?

    We recently introduced several Distillers to Data Studio. The first question they asked? If I share my report with someone, am I also sharing my data? The answer is no! And yet—there’s more to it. Data Studio sharing settings are rational and helpful, but they aren’t intuitive. Documentation spans several pages, so it’s hard to see the whole picture. Here’s the concise description of share settings you need to get started. Read more

  • Getting Started with Measuring Brand Awareness

    Few people dispute that brand awareness is an important consideration for companies of all sizes - there’s a half-trillion dollar global advertising industry built largely on that premise, after all. In the SEO industry, however, we’re probably not as aware of it as we should be. How do you quantify brand awareness? There are four main ways of posing this question, which we'll answer in turn. Read more

  • How to Diagnose and Fix a Self-Referral in Google Analytics

    A self-referral in Google Analytics is a session where the source is your own site. This is often ignored or considered innocuous, but it represents something very wrong with the sessions it represents. It doesn’t make sense for a user to have arrived on your site via your site - there must have been an original source, and we want to include every subsequent hit after that original landing as part of one big session, providing the user doesn’t leave and come back via some other channel, or go inactive for a long period of time. Read more

  • The Handy Guide to Setting Up Scroll Depth Tracking

    How would your marketing approach change if you knew that 80% of your users were only scrolling 25% of the way down your homepage? User falloff can happen for a number of reasons. Perhaps your content isn’t relevant. Maybe it’s too long, or just flat-out boring. Whatever the reason, scroll depth tracking is a great way to find out just how much of your content is actually being seen by your users. Read more

  • The Google Analytics Audit Checklist

    Here at Distilled, we have pulled together a Google Analytics audit checklist which we will continue to keep up to date as Google Analytics roll out any new features. This is the checklist we use to help all of our clients, and we’ve shaped and reformed it over time, hence why we so keen to share it and help other SEOs, digital marketers, and even small business owners who can use GA but want to make the next step up with their setup. Read more

  • When is a Session not a Session?

    Sessions are pretty arbitrarily defined, all too easily inflated, and far more complex than most realise. It’s possible for apparent step-changes in Google Analytics reports to have little real-world relevance, and common for reports to show numerous mysterious and apparently inexplicable landing pages and traffic sources. It is therefore essential for Google Analytics users to understand what they’re actually talking about when they reference a session, and that’s what this post is all about.

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  • Panic Time or False Alarm? A Beginner’s Guide to Traffic Drop Analysis

    Have you ever been in a situation when your or your client’s traffic has dropped and you’re not sure what to do? How do you know if it's a real problem or just seasonality? Being able to recognise those true traffic drops, as oppose to red herrings like broken tracking or the aforementioned seasonality, is a critical skill for marketing consultants and in-house marketers. You’ve got to know when to reassure your boss/client, and when to suggest action. This post will walk you through the process of confirming what actually happened and understanding why it happened in the first place. Read more

  • 4 Things You can do with Screaming Frog that You Couldn’t do a Year Ago

    In case you haven’t used it before, Screaming Frog is a web crawler which you can use to crawl a website the way a search engine does. While it does this it spits out pretty much every piece of SEO related data you could think of from each page. One of the great things about Screaming Frog is that... Read more

  • Statistical Forecasting for SEO & Analytics (and a Free Tool!)

    Statistical forecasting is a powerful tool that’s been used at Distilled for a while, both by consultants when analysing client data and by our in-house monitoring tool that alerts us to problems with client sites. In this post, I’m publicly launching a free forecasting tool that I spoke about last week at BrightonSEO, and explaining how to make best use of it. Read more

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