2 Google Analytics Advanced Segments You Need to track SEO progress
Posted in Analytics, Search Marketing- All Brand Traffic
- Non-brand Organic Search (qualified)
Key segments will vary from website to website, but for me these are extremely useful.
All Brand Traffic
Looking at Direct traffic on it’s own is useless, just like Google (organic) doesn’t show a true picture.
This segment includes:
- Direct Traffic
- Branded Search Terms (paid/non-paid)
You simply select direct traffic OR keyword contains [your brand name]. It’s always best to test your keyword usage a few times. My company is called “RedBalloon” so I look at any keywords including “red” or “balloon days” (old branding). But I always make sure it doesn’t include “delivered” which has red at the end of it.
This will give you a true picture of how many people are actually seeking you out.
Non-Brand Organic Traffic (qualified)
As it says – ignores any brand terms and also any bouncing visits. After all, who cares about a bounced visit? You obviously are getting traffic from a person who doesn’t think your site matches their query. This is what I mean by qualified.
In this example we do the opposite to all brand, then make sure it’s organic and then the bounces is 0. To make the branded terms removed check it doesn’t contain what you contain in the brand terms, and then add “Or” statements to overcome terms where that would should be.
I’m surprised Google Analytics doesn’t make it more obvious – Organic traffic shows totally different stories as one, brand terms are the new direct.