Google Analytics 4 – Quick Notes & Introduction 

GA4

Image Source (google.com)

An Analytics account is your gateway to Analytics. An account can include multiple properties and property types, but a property can belong to only one Analytics account.

A property lives within an account. Properties are the containers for your reports based on the data you collect from your apps and sites. It’s the level at which Analytics processes data and where Analytics can connect with other Google products, like Google Ads.

A data stream lives within a property and is the source of data from your app or website. A property can have one or many data streams.

Info taken from the GA 4 Course here

The guiding principle of account structure

When structuring your Analytics account, remember this guiding principle: Each property should represent a specific user base.

Use separate properties to collect data from each user base you’re interested in understanding better — for example, a specific brand or region.

The new version of Google Analytics – Google Analytics 4 – has less pre-made reports and users are prompted to customise their own dashboards and use the search function.

You can literally ask questions, using the search bar. Which is fun.

Instead of pageviews and sessions, GA 4 is built around events.

Pre-configured reports are limited in GA 4. It’s a good idea to have Universal Analytics in addition to GA4

  • You can’t yet link GA 4 to Search Console
  • You can Can store raw data in BigQuery

when you install GA4 on your site, the reports don’t import data from GA universal – start from scratch – no historical data is passed over to GA4 when you install it on your site.

  • GA4 is Built Around Events.

Events:

You can track pageloads, elements clicked, product details, and loads more

Parameters:

Parameters are info that are sent to GA4 with the events. 

Eg. Pageview is sent to GA4 with URL of the page, page title and the referral details

Automatic Events:

First Visit – first time someone visits site (this even populates the new user report too)

Page View – same as normal pageviews

Session Start – new session after 30 mins of inactivity

User Engagement – starts whens someone on your site for at least 10 secs

Enhancement Measurement

GA4  automatically tracks:

Scrolls – 90% of a page

Outbound Clicks –

Site Search – search queries

Video Engagement – for embedded YouTube videos

File Downloads

ga4 enhanced measurement

To edit the Enhancement Measurement reports go to “Data Streams” in the Admin area:

Google analytics 4 admin

Click on data stream and check to see that “Enhanced Measurement” is switched to the on position. If you click on the cog icon, you can then switch different measurements on and off.

They’ll be set to “on” by default.

There are advanced settings for pageviews and site search – just click “Show advanced settings”. 

Google provides a list of recommended events for all websites and apps, and then by industry.

Retail & eCommerce

Jobs, Education, Local Deals & Real Estate

Travel 

Games

Custom Events

Custom events allows you to name your events.

Google’s naming convention is probably best to copy – [action]_[object/item]

For example, if you create an event to track when people rate your website, call it:

Rate_item 

Instead of

Product-rate

Add parameters such as product, item_id and rating – so you know which product is rated and what rating the user gave it.

You’ll need to register the parameters as custom dimensions or metrics

To make a new event – in the left hand nav/side bar – click – 

Events – Create Event – Name the event

Enter the parameters to tell Google when to trigger the new event

E.g. page_location – contains – thank-you

Click “create” in top right corner.

You can create brand new events in Tag Manager – rather than basing them on existing events

Data Settings>Data Retention

By default GA4 only stores data for 2 months – in the Admin area, you can change this to 14 months.

Go to Admin>Data Settings>Data Retention and change it to 14 months on the drop down menu.




Brief Run Down of GA4 Reports (in the left hand side-menu)

REPORTS

Acquisition Reports – Where are visitors coming from? Looks at channels e.g. organic, and New Users Vs Returning Visitors

  • Click the “+” above the table, to add an additional dimension

    1. Click the + above the table on one of the reports:

2. Add an additional dimension to the table, e.g. Page/Screen > Landing Page

Engagement Reports – What are visitors doing on your site?

To see pageviews and users per page:

  • Reports>Engagement>Pages and Screens

Monetization – New term for eCommerce Reporting in GA 4

See what items people are buying and how much money their spending

Retention – Looks at new users/visitors and returning visitors. See what percentage of different cohorts come back to the site etc

Demographics – Where are people based and what type of people are coming to your site?

Tech – what computers, tablets and phones are people using?

EVENTS

Conversions – conversions can be customised. But typically include “Begin_checkout” and “purchase”

All Events – basically less important events – compared to conversions. Include clicks, scrolls etc.

EXPLORE

Analysis – There is a Template Gallery (top right of screen) 

You can look into funnels, acquisition etc and get cool reports

CONFIGURE 

Audiences – you can build different audiences by location, device etc and analyse them


Notes from the GA4 Course from Google

Google uses identity spaces to track users.

How to use data streams

Remember, a property is the container for your reports based on the data you collect from your apps and sites. 

A data stream lives within a property and is a source of data from your app or website.

Once you’ve identified a user base you’re trying to measure, create a property for that user base. 

Then create a data stream for each of the ways these users interact with your business. For example, if you’re an app developer, you could create one data stream for your iOS app, one for your Android app, and one for your app’s marketing website.

Conversions are events that are assigned a value – such as a purchase, a lead or a download.

To mark events as conversions

In the left-hand side-menu, go to the bottom option “configure” – then “go to admin”

Click “events”

You can now turn on events like 100% scroll, to conversions.

Modelled Conversions

Browsers that don’t allow conversions to be measured with third-party cookies have conversions modeled based on a website’s traffic. Browsers that limit the time window for first-party cookies have conversions (beyond the window) modeled.

Some countries require consent to use cookies for advertising activities. When advertisers use consent mode, conversions are modeled for unconsented users.

Google

Identity Spaces

When trying to understand user journeys, Analytics can use several different user identifiers, such as the IDs you assign users logged into your website, Google signals, and device ID. These groups of identifiers are called identity spaces.

Reports & Explorations

Free From Exploration

The free form exploration allows you to visualize your data with flexibility and ease.

To conduct an ad hoc analysis, just drag and drop the variables you’re interested in onto a canvas to see instant visualizations of your data. Don’t see the variable you’re looking for? Select the plus icon to view the full list of dimensions and metrics you can use.

This tool presents your data in a cross-tab layout, where you can arrange the rows and columns as you like and add the metrics you’re most interested in. You can also apply different visualization styles, including bar charts, pie charts, line charts, scatter plots, and maps.

If you spot a significant data point, right-click on that data point to easily create an audience or segment from it and use it in other explorations. If you use the line chart visualization, you’ll see an automatic feature enabled called anomaly detection. This feature uses machine learning to identify outliers in your data according to your parameters.

Funnel Exploration

Funnel exploration lets you visualize the steps your users take toward a key task or conversion. This tool helps you identify sequences of key events and understand how your users navigate these steps. You’ll be able to see where users enter your funnels, as well as where they drop off.

You can use this information to improve your site or app and reduce inefficient or abandoned customer journeys. You can also easily create audiences of users based on where they enter or exit the funnels you define.

With this tool, you can define up to 10 steps in your funnels, up from five steps in UA properties’ Custom Funnels. Plus, you can now analyze both closed funnels (where users must enter at the beginning of the funnel) and open funnels (where users can enter the funnel at any point).

Path Exploration

Path exploration lets you understand how people progress from one stage in the customer journey to the next

Like funnel exploration, path exploration uncovers the steps users take through your site or app. But while funnels only analyze a single, predefined path, path exploration is free-flowing and can follow any number of undefined paths, even ones you weren’t aware of or didn’t intend. For example, it could uncover looping behavior, which may indicate users becoming stuck.

Plus, you can define paths using either a starting point or an ending point. This helps you understand how users got to a certain step on their journey and shows you what they did after.

Segment Overlap

Segment overlap lets you compare up to three user segments to quickly see how those segments overlap and relate to each other. This can help you isolate specific audiences based on complex conditions. You can then create new segments based on your findings, which you can apply to other exploration techniques and Google Analytics reports.

Copy taken from the Google Course here.

google analytics 4 user exploration

Explorations are private by default. If you’re the creator, only you can view and edit them unless you choose to share.

Understand the Analytics property structure

You can use GA4 properties exclusively for web data, exclusively for app data, or for both app and web data together. No matter what your setup is, it’s important to understand how to structure your new Analytics property.

Introducing data streams

Data streams are a feature of GA4 properties that allow you to connect a single Analytics property to the various places where your users interact with your business. For example, a company that has both a website and an app would need a separate data stream for each platform to combine their reporting and insights into a single Analytics property.

Once you have set up your GA4 property and data stream(s), you can add different events.

For an eCommerce store, Google recommends setting up:

Google Analytics 4 filters are applied at the property level, and affect data from all data streams in that property. All reports for a property use the same filtered data.

Analytics collects and stores user interactions with your website or your app as events. Events provide insight into what’s happening on your website or app, such as page views, button clicks, user actions, or system events.

Conversions

It’s easy to create conversions, from events.

Got to EVENTS in the side-bar/menu on the left of GA4, then “All events”.

You can then mark existing events as conversions:

Data Studio – Data Blending

Bit of a ball ache to work out

There are a few ways to blend data, here’s my fave:

  • Go to “Resources” in the main menu at the top
  • Click “manage blended data” option
  • Click “Add a Data View”
  • Choose a Data Source e.g. Search Console
  • Then “Add a Table” and include another data Source for blending – e.g. GA
    or click “blend data” on an existing table or chart – and select another data source
  • Choose a common “key” to both data sources e.g. “Date”
  • Choose the metrics you want from each Data Source – I wanted to get daily revenue into my search console reports:

Using the blended data above, I can now add Revenue from Google Analytics to my search console reports. I have to remember however, that the revenue is simply attributed to each day and not any queries

**Update to the screenshot –

add a table filter to get organic only revenue from GA.

To be able to filter Revenue to organic only – you need to add a “Dimension” to the table on the right – click the “+” next to “Add dimension” in the GA data and then “Default Channel Grouping” – you can then create a filter in the report:

Blending Search Console Data in Data Studio

Another common reason to blend data – is to get average position data from Search Console “Site Impression reports, added to “URL Impression” data:

URL impression vs site impression

Incidentally –

the main difference between Data Studio Search Console URL Impression Vs Site Impression data – is that Site Impression contains the Average Position metric and URL Impression contains the Landing Page metric. So when you’re blending the data from both sources, make sure you have “Landing Page” as a metric and “Average Position”.

Get Content Ideas from Competitor Websites (SEMRush)

Requires:

  • SEMRush
  • A computer
  • The internet

If competitor has articles and blog posts inside a subfolder e.g. “buyers-guides” or “/blog” – make a note of the sub-folder name

  • Add Competitor’s homepage URL in “Search Bar” on SEMRush Homepage
  • Click “Organic Research”
  • Click on the “Positions” tab
  • Click on “Advanced Filter” and add the subfolder name e.g. “blog” as a URL filter
  • Export Results into Excel
  • Create a Pivot Table
  • Use the settings below – you’ll need to change position to “average” instead of “sum of”:
  • Tick the check-box for “URL” at the top
  • Drag search volume, traffic and position into “Values” box at the bottom right
  • Click the little arrow on the right of “Sum of Position” – go to “Value Field Settings” and choose “average”
  • Analyse which articles get the most traffic (approximately) and have most potential

Obvs. the URLs of my competitor have been blacked-out in the image above

If the competitor has all their articles at the root domain level e.g.

https://barbend.com/best-weightlifting-belts/

Just use SEMRush – Organic Research – Positions tab and download and pivot the pages data – no need for advanced filter

  • Once you’ve found the blog posts with the most traffic, you can analyse the “Exact URL” in SEMRush
  • This analysis, should show you the keywords on the page that generate most of the search traffic
  • I personally like to go after KWs with a Keyword Difficulty score of less than 20 for my personal blog and under 30 for my employer’s blog

You can also use Reddit & Quora for Content Ideas

Unsolicited #SEO tip: You can get great ideas for specific content ahead of features like PAAs being generated by using Google site operators with specific sites. For instance, I can use the command:

site:reddit[dot]com/r/amateur_boxing “how do i”

To search just the amateur boxing subreddit for questions starting with “how do I?” You can apply this on any niche or on other sites like Quora to get up to the minute questions people are asking.

https://www.linkedin.com/posts/markseo_seo-activity-6902220002146275329-MNVS/

How to Get More Followers on Linkedin (2021)

I’ve made some notes from a few videos on YouTube – thought I may as well turn it into a blog post…

Summary – Get More Linkedin Followers to Your Business Page

  • Pay for ads to get up to 1,000 followers to begin with
  • Get employees to like and share
  • Get employees to create own content & tag company page*
  • Don’t post too many links (links kill reach)
  • Don’t post about the company all the time – where’s the value?
  • Do post useful content that helps target audience – provide value
  • Engage in relevant groups
  • Post videos with transcripts – upload direct to Linkedin
  • Reuse videos that are under 1 minute long for YouTube Shorts
  • Super-admin – can invite up to 100 members per month
  • Tag customers and other businesses in your post
  • Share and comment on trending topics/news
  • The higher up in the business an employee is, the more engagement it will tend to get if they share company posts**

*Employees could create videos, shares quotes etc. doesn’t have to be perfect and professional, as it’s the user’s content not the company’s

**People use Linkedin for networking/brown-nosing, so the more influential a person is, the more engagement they will tend to get

Notes from videos:

Linkedin

  • Linkedin has the Most potential for organic reach at the moment
  • Use Linkedin Polls for engagement
  • Engage and post in relevant Linkedin groups
  • Don’t overdo self promotion

  • Find out what target audience are interested in – post about that
  • Don’t post about your company all of the time
  • Post 4 to 5 times per week
  • Post 25% about your service or product – 75% relevant, useful, informative content
  • Run ads and add the “follow button”
  • Get employees to engage with content – make sure they optimize their profiles and networks too

  • Get employees to share the posts on their personal profiles
  • Invite connections to like the business page (you have to be a page admin)

  • Define perfect follower/customer persona
  • Determine the needs of the perfect follower – personal and business life
  • What is their company/employer’s needs?
  • Become an authority in the niche by posting informative content that addresses their needs
  • Get your employees to engage and share posts
  • Get employees to share but with their own commentary
  • Get employees to reply to comments on your posts
  • Don’t just promote the company
  • Get employees to share their own unique content that is of value and 20% of the time promote your business – and tag company page
  • Create an industry specific Linkedin group and invite people – link group to company page so you can post as company
  • In the group create 90% value posts and 10% promotional posts
  • Linkedin Ads – target specific people, area, industry, job title etc. – use ads to get 1,000 followers to help organic reach afterwards

Notes from Reading Articles about Getting More Linkedin Followers

– social media platforms, want to be content platforms:

  • More videos (with in-video transcripts),
  • Business related Memes/quotes (scannable content, nobody really reads posts on FB or Linkedin)
  • Publish more posts without links (platforms tend to kill your reach if you link out to other sites, apparently),

– Whilst content that is posted directly to a social media platform will tend to be amplified, if it is hosted externally

e.g. on Youtube, the reach will be killed by the platform – they don’t want people to leave their site/app via links.

  • create “micro-content” for social media, by turning videos, webinars etc into smaller content
    e.g. quotes from videos into images and memes, longer videos into 30 second clips with in-video transcripts.
  • Targeting specific locations?  Use search function on Linkedin and Instagram to comment on relevant posts.
  • Incentivise employee engagement – top 3 people with most likes and shares each month get £100 voucher or some company stash – emphasise it is completely voluntary

Twitter

  • Use Twitter advanced search to find relevant questions and topics to engage with.
  • Twitter – find relevant influencers – engaged with (and potentially follow) people who engage with the influencer’s tweets. These people will tend to be relevant and active on Twitter

Emotional Intelligence for Beginners

There is much talk about emotional intelligence and the importance of it, but I rarely see any articles, posts or videos that explain how to develop it.

One thing that I personally think provides a foundation of emotional intelligence, is the ability to ‘detach from one’s thoughts’ – which normally requires a meditation practice. If you can’t stand back and observe your thoughts, it’s very difficult to evaluate their validity.

Physiological Responses & Emotions

Pre Existing Belief Bias

  • When information contradicts a pre-existing belief, our bodies generate a stress response with cortisol and adrenaline
  • When we force our opinion on someone, or someone confirms a pre-existing belief, our bodies generate a “dopamine-reward”

Consequences of Pre-Existing Belief Bias

  • Bullying – e.g. we see someone overweight – we’ve been led to belief as a child this is “wrong” or undesirable, or negative. So we bully the person
  • We dismiss people as being weird
  • We mock people with different beliefs
  • We’re brainwashed into fighting wars against people who oppose our beliefs (pretty heavy stuff!)

Examples of Pre Existing Belief Bias

When a child sees someone that is overweight – they believe people shouldn’t be overweight, so they bully that person

When someone questions if high cholesterol is the cause of heart disease – people think the statement is ridiculous, despite mounting scientific evidence and refuse to comprehend this counter-argument to mainstream ideas.

Cognitive Biases

  • Self Serving Bias
    People tend to take credit for things when they go right, but blame others when things go wrong. People may also exaggerate what the do right and exaggerate what others do wrong. A classic example, is housework – both individuals in a marriage often over-estimate their own contribution to housework and underestimate their partner’s contribution
  • Confirmation Bias
    Reaffirming an existing belief by looking for information that confirms it. For example, if someone believes coconut oil is unhealthy because of the high saturated fat content – they might search for “why coconut oil is unhealthy?” rather than a more neutral search-term such as “what are the health benefits and health risks associated with coconut oil?”

Confirmation bias and self Serving bias are often intertwined. For example, a mother who doesn’t breastfeed her children, might read about babies losing weight and becoming ill because of not getting enough volume of milk via breastfeeding. The mother globally concludes from this, that breastfeeding is bad.

  • Global Judgements based on individual or minor observations
    David may judge Tom for being a boxer – because Tom engages in violence, there is no way he could be a nice person. This is also based on a self serving bias, David is an academic who is not athletic and as a result, will discount the value of anything physical or violent when possible. I’m not sure what the proper phrase is for this type of bias :/
    Another example might be that Tim, saw Peter lose his temper once, in 1999. Tim has since then held the belief that Peter has anger management problems.

Cognitive biases are highly prevalent in martial arts. For example, someone that does a traditional martial art, may state that MMA is no good for self defense, as there are too many rules. A boxer may dismiss grappling as “rolling around on the floor” and a grappler may dismiss boxing as ineffective because “most fights end in a grapple” (true, but they also tend to start and end with punches!).


Logical Fallicies

  • Questioning the messenger instead of the message (Also known as Ad Hominem)
    You attacked your opponent’s character or personal traits in an attempt to undermine their argument.
    When someone attacks a person, instead of the person’s opinion. For example, if a vegetarian is wearing leather shoes, whilst debating the morality of vegetarianism, someone might attack the vegetarian for wearing leather shoes. This however, doesn’t address the issue being debated – is vegetarianism more ethical that a diet containing meat-products?

Ad hominem attacks can take the form of overtly attacking somebody, or more subtly casting doubt on their character or personal attributes as a way to discredit their argument. The result of an ad hom attack can be to undermine someone’s case without actually having to engage with it.

Example: After Sally presents an eloquent and compelling case for a more equitable taxation system, Sam asks the audience whether we should believe anything from a woman who isn’t married, was once arrested, and smells a bit weird.

https://yourlogicalfallacyis.com/ad-hominem
  • The Strawman Argument
    Changing the subject being debated half way through a debate.
    For example, someone might say that lots of sleep isn’t good for you, because depressed people sleep more than happy people. When it is pointed out that scientific evidence shows that too little sleep, might lead to degenerative brain conditions, and give Margaret Thatcher as an example – a strawman counter argument would be to refute this, because Margaret Thatcher achieved so much. Rather than addressing whether or not sleep is good for health, the debate changes to the achievement levels of famous people who are known not to sleep 8 hours or more.

A straw man is a form of argument and an informal fallacy of having the impression of refuting an argument, whereas the proper idea of the argument under discussion was not addressed or properly refuted. One who engages in this fallacy is said to be “attacking a straw man”. Wikipedia


Other Emotional Intelligence Issues

  • Stooping in arguments
    One major issue with debates and arguments is the willingness for one person to inflict emotional damage or to stoop more than another person.

    For example, in an office environment, where aggression is deemed inappropriate – one debator may resort to aggressiveness, whilst the other person is unwilling to become aggressive, and so let’s the aggressive individual ‘win’ the debate to prevent an esculation. When future conflicts in opinion arise, the more passive individual may not be willing to dispute or discuss anything, due to fear of an aggressive confrontation.

  • Victim Triad
    When person X complains to person Y, and person Y gives them sympathy but then person X complains to person Z and is told to look for a solution or that the sitation is not especially bad, person X will often feel like a victim of both the scenario they are complaining about and the lack of sympathy from person Z
  • Drama Triad
    If person X ridicules, bullies or is not particularly nice to person Y for a prolonged period of time – eventually person Y retaliates and tells person X to stop. Person X may feel like a victim and engage in vicious gossip about person Y for being in such a bad mood.
    Person X and person Y feel like victims in this situation.
  • Emotional Projection
    Blaming other people for your negative emotions. An individual who is subconsciously (or consciously) deemed as being weak, is usually the subject of another person’s projected emotions.

A few of the above are not directly related to emotional intelligence but an awareness of them could help to foster it, in my opinion.

emotional intelligence
https://tinybuddha.com/

Putting Emotional Intelligence into Practice

  • Have respect for other people’s points and points of view
  • Don’t globally-judge people or things in general on one point or one incidence
  • Don’t believe your impulsive thoughts – they’re not always true!
  • Feedback in private, praise in public

Advanced SEO Technical Audit Checklist – 2022 [Downloadable Excel Checklist]

The idea of technical SEO is to minimise the work of bots when they come to your website to index it on Google and Bing. Look at the build, the crawl and the rendering of the site.

Tools Required:

  • SEO Crawler such as Screaming Frog or DeepCrawl
  • Log File Analyzer – Screaming Frog has this too
  • Developer Tools – such as the ones found in Google Chrome – View>Developer>Developer Tools
  • Web Developer Toolbar – giving you the ability to turn off Javascript
  • Search Console
  • Bing Webmaster Tools – shows you geotargetting behaviour, gives you a second opinion on security etc.
  • Google Analytics – With onsite search tracking *

    *Great for tailoring copy and pages. Just turn it on and add query parameter

Tech SEO 1 – The Website Build & Setup

The website setup – a neglected element of many SEO tech audits.

  • Storage
    Do you have enough storage for your website now and in the near future? you can work this out by taking your average page size (times 1.5 to be safe), multiplied by the number of pages and posts, multiplied by 1+growth rate/100

for example, a site with an average page size of 1mb with 500 pages and an annual growth rate of 150%

1mb X 1.5 X 500 X 1.5 = 1125mb of storage required for the year.

You don’t want to be held to ransom by a webhost, because you have gone over your storage limit.

  • How is your site Logging Data?
    Before we think about web analytics, think about how your site is storing data.
    As a minimum, your site should be logging the date, the request, the referrer, the response and the User Agent – this is inline with the W3 Extended Format.
log file analyzer

When, what it was, where it came from, how the server responded and whether it was a browser or a bot that came to your site.

  • Blog Post Publishing
    Can authors and copywriters add meta titles, descriptions and schema easily? Some websites require a ‘code release’ to allow authors to add a meta description.
  • Site Maintenance & Updates – Accessibility & Permissions
    Along with the meta stuff – how much access does each user have to the code and backend of a website? How are permissions built in?
    This could and probably should be tailored to each team and their skillset.

    For example, can an author of a blog post easily compress an image?
    Can the same author update a menu (often not a good idea)
    Who can access the server to tune server performance?

Tech SEO 2 – The Crawl

  • Google Index

Carry out a site: search and check the number of pages compared to a crawl with Screaming Frog.

With a site: search (for example, search in Google for site:businessdaduk.com) – don’t trust the number of pages that Google tells you it has found, scrape the SERPs using Python on Link Clump:

Too many or too few URLs being indexed – both suggest there is a problem.

  • Correct Files in Place – e.g. Robots.txt
    Check these files carefully. Google says spaces are not an issue in Robots.txt files, but many coders and SEOers suggest this isn’t the case.

XML sitemaps also need to be correct and in place and submitted to search console. Be careful with the <lastmod> directive, lots of websites have lastmod but don’t update it when they update a page or post.

  • Response Codes
    Checking response codes with a browser plugin or Screaming Frog works 99% of the time, but to go next level, try using curl and command line. Curl avoids JS and gives you the response header.

Type in Curl – I and then the URL

e.g.

curl – I https://businessdaduk.com/

You need to download cURL which can be a ball ache if you need IT’s permission etc.

Anyway, if you do download it and run curl, your response should look like this:

Next enter an incorrect URL and make sure it results in a 404.

  • Canonical URLs
    Each ‘resource’ should have a single canonical address.

common causes of canonical issues include – sharing URLs/shortened URLs, tracking URLs and product option parameters.

The best way to check for any canonical issues is to check crawling behaviour and do this by checking log files.

You can check log files and analyse them, with Screaming Frog – the first 1,000 log files can be analysed with the free version (at time of writing).

Most of the time, your host will have your logfiles in the cPanel section, named something like “Raw Access”. The files are normally zipped with gzip, so you might need a piece of software to unzip them or just allow you to open them – although often you can still just drag and drop the files into Screaming Frog.

The Screaming Frog log file analyser, is a different download to the SEO site crawler – https://www.screamingfrog.co.uk/log-file-analyser/

If the log files are in the tens of millions, you might need to go next level nerd and use grep in Linux command line

Read more about all things log file analysis-y on Ian Lurie’s Blog here.

This video tutorial about Linux might also be handy. I’ve stuck it on my brother’s old laptop. Probably should have asked first.

With product IDs, and other URL fragments, use a # instead of a ? to add tracking.

Using rel-canonical is a hint, not a directive. It’s a work around rather than a solution.

Remember also, that the server header, can override a canonical tag.

You can check your server headers using this tool – http://www.rexswain.com/httpview.html (at your own risk like)


Tech SEO 3 – Rendering & Speed

  • Lighthouse
    Use lighthouse, but use in with command line or use it in a browser with no browser add-ons.If you are not into Linux, use pingdom, GTMetrix and Lighthouse, ideally in a browser with no add-ons.

    Look out for too much code, but also invalid code. This might include things such as image alt tags, which aren’t marked up properly – some plugins will display the code just as ‘alt’ rather than alt=”blah”
  • Javascript
    Despite what Google says, all the SEO professionals that I follow the work of, state that client-side JS is still a site speed problem and potential ranking factor. Only use JS if you need it and use server-side JS.

    Use a browser add-on that lets you turn off JS and then check that your site is still full functional.

  • Schema

Finally, possibly in the wrong place down here – but use Screaming Frog or Deepcrawl to check your schema markup is correct.

You can add schema using the Yoast or Rank Math SEO plugins

The Actual Tech SEO Checklist (Without Waffle)

Basic Setup

  • Google Analytics, Search Console and Tag Manager all set up

Site Indexation

  • Sitemap & Robots.txt set up
  • Check appropriate use of robots tags and x-robots
  • Check site: search URLs vs crawl
  • Check internal links pointing to important pages
  • Check important pages are only 1 or 2 clicks from homepage

Site Speed

Tools – Lighthouse, GTMetrix, Pingdom

Check – Image size, domain & http requests, code bloat, Javascript use, optimal CSS delivery, code minification, browser cache, reduce redirects, reduce errors like 404s.

For render blocking JS and stuff, there are WordPress plugins like Autoptimize and the W3 Total Cache.

Make sure there are no unnecessary redirects, broken links or other shenanigans going on with status codes. Use Search Console and Screaming Frog to check.

Site UX

Mobile Friendly Test, Site Speed, time to interactive, consistent UX across devices and browsers

Consider adding breadcrumbs with schema markup.

Clean URLs

Image from Blogspot.com

Make sure URLs – Include a keyword, are short – use a dash/hyphen –

Secure Server HTTPS

Use a secure server, and make sure the unsecure version redirects to it

Allow Google to Crawl Resources

Google wants to crawl your external CSS and JS files. Use “Fetch as Google” in Search Console to check what Googlebot sees.

Hreflang Attribute

Check that you are using and implementing hreflang properly.

Tracking – Make Sure Tag Manager & Analytics are Working

Check tracking is working properly. You can check tracking coed is on each webpage with Screaming Frog.

Internal Linking

Make sure your ‘money pages’ or most profitable pages, get the most internal links

Content Audit

Redirect or unpublish thin content that gets zero traffic and has no links. **note on this, I had decent content that had no visits, I updated the H1 with a celebrity’s name and now it’s one of my best performing pages – so it’s not always a good idea to delete zero traffic pages**

Consider combining thin content into an in depth guide or article.

Use search console to see what keywords your content ranks for, what new content you could create (based on those keywords) and where you should point internal links.

Use Google Analytics data regarding internal site searches for keyword and content ideas 💡

Update old content

Fix meta titles and meta description issues – including low CTR

Find & Fix KW cannibalization

Optimize images – compress, alt text, file name

Check proper use of H1 and H2

See what questions etc. are pulled through into the rich snipetts and answer these within content

Do you have EAT? Expertise, Authority and Trust?

https://www.semrush.com/blog/seo-checklist/

You can download a rather messy Word Doc Template of my usual SEO technical checklist here:

https://smallbusinessdad.files.wordpress.com/2021/11/drewseotemplate.docx

You can also download the 2 Excel Checklists below:

https://smallbusinessdad.files.wordpress.com/2022/07/teechnicalseo_wordpresschecklist.xlsx

https://smallbusinessdad.files.wordpress.com/2022/07/finalseochecks.xlsx

It uses Screaming Frog, SEMRush and Search Console

These tools (and services) are pretty handy too:
https://tamethebots.com/tools

How Not to be a Dick in Work

I’m a big admirer of Huel, from both the perspective of a marketer and as a Nutritionist (I have an MSc in Nutrition). I recently saw the Huel office wall – “Don’t be a Dick” on my Linkedin newsfeed:

It certainly got my attention. A good bit of social media marketing foda, if nothing else.

It does sound similar to Google’s, now infamous, “don’t be evil” mission statement or motto which has since been dropped. Probably because they’re a bit evil.

The potential problem with such a bold statement, is that – nobody thinks they are a dick.

Even the laziest, most unpleasant people I’ve ever worked with, will constantly complain about others, but put themselves on a (dodgy) DIY pedestal. Self serving bias is an amazing thing.

This video explains the dickhead-bias a bit more – people who think they’re a good person, usually aren’t:

With this in mind, I thought I’d put together a post, on what I think, a dickhead’s behaviour typically entails; I hope it helps!

Summary how not to be a dick

  • Feedback in private, not in public or in meetings
  • Do not try and control & do everything, then complain nobody is helping you
  • Do not talk over people in meetings
  • Don’t be aggressive in the office – it’s cowardly
  • Don’t ‘bad mouth’ any other colleagues – it makes others anxious
  • Find a productive way to vent your negative feelings – complaining & projecting negative emotions needs to be avoided at all costs*
  • Don’t make fun of people, unless they’re a good friend and it’s mutual banter
  • Don’t force your opinions on other people – unless they’re backed with data

Work hard, have a laugh, have each other’s backs

*Everyone needs to vent somehow, I personally don’t like it when people talk ill of colleagues, to other colleagues. Talking to someone outside of work is a good way to vent, you can then exaggerate all you want without damaging the professional reputation of whoever is in question.

Exercise however, has to be the ultimate way to vent. You have the fuel in terms of anger or frustration, turn it into something positive by exercising.

Talking ill of other colleagues, will also make those around you anxious. Imagine let’s say, you talk badly about someone for making a mistake, everyone around you will automatically become more anxious about making a mistake and are less likely to fess up.


On a Personal Note (Bit of a mind-dump)

Please skip this bit unless you want to know my mental health history!

This section is a personal rant that I embarked upon after a few beers on a Saturday (what else can you do during lockdown!?)

SEO and MMA blog founder Drew Griffiths
Grapple & Strike – Light HeavyWeight Final – 2007

So that’s me, in the picture above, on the left – about to slam UFC fighter Jack Marshman into the canvas. You can watch the video here.

You’d think that 8 MMA fights, 1 Full Contact Kickboxing Fight and years’ of experience as a doorman, might make me immune to office bullying – but if you did – you would be very wrong.

I hold myself accountable for not building enough confidence and not being able to set boundaries very well, but being mocked, shouted at, literally screamed at, made fun of constantly – led me down a pretty slipperly mental health slope in the last 3 years.

Again, I’m happy to ‘own’ this, I need thicker skin, but a vent on my own blog can’t hurt, I don’t think?

Maybe I’m a threat to people, maybe they don’t get me, I don’t know but avoid being a dick if you can because it literally made me suicidal…

I honestly think that 90% of people try and be good and nice, but they don’t realise when they are being dickheads. Not many people have the emotional intelligence to detach and evaluate their behaviour. Either way, never take anything personally and remember “hurt people, hurt people” – i.e. people with issues, often become bullies or general wankers.

If you’ve been on the receiving end of dickhead-behaviour, don’t be bitter, finds ways to cope and improve your resilience, lean into negative feelings and use them positively as fuel for exercise etc.

We all just want to be accepted and valued, if you can help people to achieve a sense of both – then you’ll avoid being a dick.

The problem I found was that, the worse my mental health was, the more spaced-out I felt and the more people made fun of me.

My depression & anxiety, really started to get bad in university. I had some problems as a kid, after my dad died, I remember having loads of skin peeling off my hands – and the doctor saying it was stress related, think I would have been about 7. I had stomach and GI issues starting at age 14 (a typical physical symptom of anxiety) and then started with really, excruciating muscle & joint pain. This was really confusing, because I literally couldn’t sleep and my feet and knees were always really painful, I used to ice them all the time. I went to the doctor’s and he said – “nothing is red or swollen, so there can’t be any pain”. This really messed me up, as I thought that I was clearly in pain, but apparently that was impossible – so what was I feeling then? was I going mad? Since then I’ve learnt that muscle pain is also a typical symptom of anxiety, it’s also a common side-effect of the acid-reflux medication they’d had me on for about 10 years. Wankers!

Anyway, got a bollocking and called a nutter by my mum when I told her what the diagnosis was (depression & health-anxiety), girlfriend at the time also had a go at me – for feeling sorry for myself – eventhough I’d not really been feeling sorry for myself or at least I hadn’t gone to the doctors about that, I’d gone to see why my muscles and joints were constantly hurting.

Depression is often caused by inflammation – inflammation can be caused by a lot of things, but gut issues are a common source. Inflammation can cause the muscle pain, anxiety adds muscle tension in the mix and you have a very painful body – especially if you’ve been hammering acid-reflux medication for a decade. Inflammation often causes brain-fog.

Brain-fog is a nightmare. It’s such a vague term that it sounds like bullshit, but if you think how groggy your mind can become when you have a bad cold – it’s a bit like that. In fact, I’d describe my issues with mental health as a bit like having a cold, all the time – as I don’t really think particularly negatively, I just get a shit-load of physical symptoms.

So 2003, after getting told to basically stop moaning and get on with life, Brain-fog-galore, and riddled with muscle pain, I go to work in a local hotel gym. I’m basically a zombie with muscles. This is the problem with depression, the more depressed and/or anxious you feel, the more spaced-out you will become and the more people will give you shit.

I had a first class degree from a top 10 UK uni, and a Master’s degree, but would regularly get introduced to people as “the thick one” whilst in work.

No real issues with people when I got my next job in a bank call centre. The same when I got my first digital marketing job – everyone was pretty cool. I’ve fitted in great in some places, but other places, people have not been particularly nice.

I’m quite eccentric and don’t have any self-confidence, so I guess I’m an easy target? Or maybe I’m just a dick myself – who knows? I used to be Buddhist and would always turn the other cheek – I’ve recently changed my life-philosophy to ‘modified Buddhism’ – Be nice to everyone, don’t take offence or get defensive with your close friends and family, but don’t take any shit off people you don’t know or don’t like.


Feedback in Private, Praise in Public

The number 1 passive aggressive tactic of an office dickhead, appears to be the eagerness, to feedback in front of as many people as possible.

This can cause all kinds of issues as a rebuttal will also be witnessed by colleagues, meaning that the initiator looks like a bit of an idiot.

Example –

In a team meeting, someone complains that you didn’t complete a task correctly. Instead of telling you at the time and giving you an opportunity to rectify any issues.

Feedback should be timely, specific and delivered privately.


Gaslighting – did it really happen like that?

I don’t think people realise how damaging, ‘gaslighting’ can be.

In case you’re not one of the cool kids – gaslighting was a term coined in a book (I think), within which the husband would mess with the gas lights in the house – the wife would say “did you see that, the lighting keeps going off?” to which the husband would typically reply “nope – you’re obviously going insane, nothing happened”

Do this a few times, and the victim will question their grasp on reality and have no confidence in what they’ve seen or perceived.


Don’t Put Other People Down

There are lots of ways to make yourself feel better. You can exercise, learn new skills, meditate, go for a walk in nature, have a bit of banter.

unfortunately, the default way, and lazy way to make oneself better is to put other people down.

This is a bad idea in work for a few reasons.

  1. You make those around you more anxious
  2. You make yourself more anxious

How does it make others anxious?

Well, let’s say you slate someone for making a stupid mistake.

This will make others more fearful of making mistakes. You also push yourself into a kind of metaphorical corner because if you make any mistakes, you will looks like a hypocrite and a bellend.


Assume Miscommunication Not Malice

Be aware of the main cognitive biases, and don’t have stupidly high expectations of your colleages.

If something goes wrong – could you have communicated the task better? Have you been approachable enough?

did you provide the nessery training?

Is morale low because everyone is always moaning?

Are you inspirnig others or being a dick?

If something goes wrong, don’t blame and finger point – see what you could have done differently.

7/10 there has been some kind of communication breakdown.

Avoid any negative-bias, have a more positive-bias in regards to people and give respect to get respect.


Don’t Have Aggressive Opinions about Stuff You’ve not Researched

if you haven’t read a book or researched a topic – how can you have an aggressive opinion about it?

If you shout louder than someone else – does that make your opinion more valid?

What is your opinion based on? Information, experience or a self-serving bias?

I once attempted and stuck to a low card, ketogenic diet for anxiety.

Every man and his dog slated me for it.

“Someone tell Drew to go and look at a food pyramid” exclaimed one, morbidly obese office dickhead.

Did I mention I’ve got a Master’s degree in Nutrition?

If you’d like an informed opinion on low carb diets, this article is a good starting point.


Don’t Get Angry

If you are consistenly losing your shit, you either have expectations that are too high, and/or you are not taking accountability like you should.

If you lose your temper – you will make those around you anxious.

An office is not a place for aggression. If I spend all day controlling any impulses after years of training to fight people, I expect the same of others.

marcus aurelius quote - calm mind

Don’t Talk Over People in Meetings

This one is so obvious – yet people still do it all the time.

Best way to deal with interrupters, seems to be to wait for them to finish and then say “…as I was saying…” and carry on.

Don’t be H.I.T.O.

A new abbreviation that I literally just made up, stands for:

Hard In The Office

HITO dickheads will get aggressive and use confrontational postures to try and itimidate people in the office.

It’s just not appropriate, go and work on a building site if that’s what you’re into.

youre hard - the office

Cynicism is not Superior

Negativity is a lazy way to feel superior, as is cynicism.

cynicism in the office

It’s not difficult to find fault in ideas, projects, work people have done – finding solutions to those faults is challenging and much more productive. Many office inhabitants prefer to moan and pick fault however, I guess because it’s easier and makes them feel superior.

According to the Macmillan Dictionary, cynicism is defined as:

“…the belief that people care only about themselves and are not sincere or honest…the belief that things will not be successful or useful…the attitude or behavior of someone who is willing to let other people be harmed in order to get advantage.”

I think this quote or snippet says it all really:

“In a management training that my company sent me to a few years back, I was introduced to a new concept: “cynical terrorists.” This category was meant to describe the kind of person who assumes the worst of everyone, shoots down every new idea, and generally drenches their environment in negativity with the volatile energy of a broken sprinkler system”

Quote Source

There is often ‘much logic’ in cynacism, but it can lay a very negative foundation to all of your thoughts and interactions.

Sometimes, I believe, it is better not to think 100% logically. If something lies out of your control, for example, other people’s attitudes, other people’s abilites – then you may as well find a positive in it.

For example, if you work with someone who doesn’t know how to do his or her job very well – this is an opportunity for you to help someone out, or from a narcisstic point of view – to look good!

marcus - i do what is mine to do, the rest does not disturb me

If you want to create a culture of negativity and disrespect, then cynicism is the way to go – more info in this study.


Don’t Hold Grudges

Try and vent in a positive manner. You need to vent – I think anyway – but venting in work and holding grudges is a pretty negative way of dealing with your emotions. Use it to fuel exercise, to motivate you to learn a new skill, or ‘get it all’ out with yoga and/or meditation.

I’ve been guilty of taking pride in never moaning or complaining, only for a rant to come out of nowhere when I’m tired or feeling low – e.g. when my son is teething and not sleeping!

Being spiteful in work however, is the epitome of bellend behaviour – not helping people out for eample, because you are holding a grudge is not exactly being a team-player.


Be Aware of Cognitive Biases

2 of the most common cognitive biases, are self-serving bias and confirmation bias. Also “Fundamental Attribution Error”. I remember one dickhead beeping and waving his fist at a learner-driver, only to complain about a man on his street who was aggressive with learner drivers.

Of course he had an excuse for himself. We judge others directly by events, but we always have an excuse for our own behaviour.

Infographic Source


Don’t Disempower People then Complain they’re not Helping

Don’t be one of those dicks who has to control everything and then complains that he or she is the only one that every does anything


Don’t Take Things Out of Context

This well annoys me.

Apparently, I get all my nutrition info from conspiracy theorist Joe Rogan, I am an anti-vaxxer because I question the flu-jab for children and I went on the keto diet to lose weight.

Not of these are true, people just skew everything, not sure why. I do get some of my nutrition tips/info from Joe Rogan’s podcasts, but usually from Dr Rhonda Patrick and Professor Dom D’agastino – I’ll always check their info against Google Scholar and Examine.com too. I’m not an anti-vaxxer at all and I went on the keto diet to help with anxiety.


Don’t Think Less of Yourself, Think of Yourself Less

just do the right thing, cold or warm, tired or well rested. despised or honoured

SEO – Use Search Console to Create Blog Posts that Rank

Go to search console

  • Click “Performance” in the side bar
  • Click “Position”
  • Click “Pages” (near the bottom-third of the page on the left)
  • Click on a high-performing post in terms of Impressions and Clicks in google
  • With the specific page/post selected, click on queries
  • Make a note of all relevant queries in the top 100
  • See if these queries can be added to the ranking post
  • Find any queries that are not directly related to your post
  • Create a new post specifically about this/these queries (if you rank for it without a specific post – you’ll rank better with a specific post for that query)
  • In the original post – put an internal link to the new post

Making a Shield icon in Inkscape

Making the shield

  • Select the rectangle tool
  • Drag a rectangle
  • Go to Path>Object to Path
  • Select the Edit Paths by Nodes Tool
  • Select the bottom part of the rectangle
  • Click on the top toolbar (left hand side) – Insert New Nodes into selected segments
  • Press CTRL and drag down the new node to make a shield shape
  • Duplicate the shield and flip in vertically
  • arrange the bottom shield so that the tip overlaps the top shield
inkscape shield logo
  • Now Select the top shield again and CTRL + D to duplicate it
  • Hold shift and select the bottom shield (in addition to the top 2)
  • Then go to Path>Intersection:
inkscape shield logo

Making the Shield Logo

  • Add the wings! Use the rectangle tool to create a square with the same size stroke
  • Go to Path>Object to Path
  • Select the Edit Paths by Nodes Tool
  • Select the left part of the rectangle
  • Click on the top toolbar (left hand side) – Insert New Nodes into selected segments
  • Press CTRL and drag the new node on the left, to the right


  • Add the accent lines by using the Basier Pen
  • Click near the side-square – slightly to the left of it hold CTRL and click to the right of the side-square – press enter to create a line
  • Drag it near the top of the side-square
  • Path>Stroke to Path
  • Duplicate the line – hold CTRL and drag it down to near the bottom
  • Hold shift and select both lines – path>Union
  • Select the side-box and the 2 lines and put lines on horizonal alignment of side-box
  • Duplictae the side-box only
  • Hold shift – select the lines as well
  • Then go to Path>Intersection
inkscape shield logo tutorial

Building Your Brand – Why Blog, Why Use Display Ads etc?

“You’ll never get yourself off the treadmill of paid ads, if you don’t build your brand”

Someone on a Search Podcast, 2019


It’s very easy to dismiss online content, blogs, image assets and even display ads as pretty much useless – because you don’t have the instant gratification of seeing leads and/or sales.

This is completely understandable; especially if you have a background in sales – where your job has been to ‘finish off the lead’ and get a sale.

However, if you are in it for the long (or medium) run, then building your brand is a must. Whether you are a tradesman or a giant corporation, your brand’s reputation and the brand-awareness is your safety net when it comes to consistent website traffic, leads & sales.

It takes time to build a brand – but once it is built, those people who come to you direct because they know who you are – are effectively free – or at least very cheap in comparison to some of the cost per click of Google Search Ads these days.

Building a brand is not easy however. Take my other blog for example – Blackbeltwhitehat.com

The blog has over 600 pages of content, lots of it really long, in-depth and time-consuming to produce. The site has 5,000-10,000 visitors per month, but virtually nobody comes to my website via a branded search on Google.

This could be down to one specific reason – the domain name is crap and hard to remember.

I’ve bought a few more memorable domains (like WokeMMA.com “Woke” being an ironic term for self-awareness used in the MMA & Jiu Jitsu communities) and I am currently weighing up the time & effort of re-branding everything like GoogleMyBusiness, TrustPilot etc. – plus all my back-links currently point to blackbeltwhitehat.com (I’m aware of 301s etc. but I’ll still definitely see a drop in rankings).

My blog is ultimately a hobby that I’ve invested less than $50 into over 6 years.  But if I had some more budget – I’d put together a plan to build my brand online…

Logo Design Illustrator
Blackbeltwhitehat.com

How to Build a Brand Online

First make sure you know your target audience & do one of those SWOT analysis. Then make specific goals to establish some brand KPIs.

Here are some ideas on what to do next:

  • Get a relevant, easy to remember domain name!

Learn from my mistake, a short catchy domain name is an easy-win if you are just starting out from scratch. A lot of the best and obvious domain name will be taken however, so you’ll have to do some research first. If you are just starting out, don’t name your business until you secure your domain name!

  • Display Ads

Depending on your niche, you can set tiny max CPC bids in some instances – and they’ll still get thousands of impressions for very little spend. Gmail ads work particularly well for (potential) low CPM (cost per 1000 impressions).

Rotate your display ads’ design & colours to stop people ignoring them due to ‘banner blindness’.

  • Blog & Outreach

Blog are great for reaching people who are researching a potential purchase.

For example, I landed on Perfect Keto’s blog a few times whilst researching Exogenous Ketones. Then ended up buying their branded product on Keto-pro.co.uk; because, for what ever reason, I trusted their brand.

Create great content, with statistics, images and video – and then outreach it – i.e. send it to relevant blogs and websites.

If you can afford it, use “PR-Level” outreach and contact national newspapers etc. This can be done via websites such as gorkana

If you content gets links too – then great – that’s good for Search Engine Optimisation (SEO). Doing some of your own exclusive research and generating tables of statistics are great for generating back-links naturally i.e. passively.

So consider doing some market research using Google surveys etc. These guys calculated RV/Campervan depreciation in value, just by looking at vehicles for sale online and get hundreds of back-links.

To turn blog’s into direct sales, you can also use relevant ‘CTA’ images below your blog.

For example, if you post a blog about the Walking Path’s of Snowdonia on your Snowdonia-based-bed-&-breakfast website; consider adding a relevant & clickable ‘book now’ and/or ‘get your free brochure’ button with eye-catching image at the bottom of the post. Many people now do this with newsletter sign up pop ups, which are a bit annoying but do work.

Before you start a blog, do your keyword research.

  • Create Tools

Content is great – but tools tend to do better than copy. For example, NerdWallet’s top page in terms of organic traffic – is their mortgage calculator.

  • Reviews

As well as brand awareness, you want some social-proofing of your brand. Start with a free account on Trustpilot and GoogleMyBusiness

  • Video & Social Media

The number 1 mistake people make on social media is to harp on about their brand all the time. Be entertaining, provide useful information and insightful comments. If you are over-promotional, people will not follow you. Build some authority by providing helpful insights that your target market will appreciate.

Videos & podcasts can be costly in terms of time. If you don’t want to set up your own podcast, guest-appearance on other people’s podcasts can generate valuable awareness and also back-links to your website (important for Search Engine Optimisation/Rankings).

  • Build an amazing product and/or service

This is your foundation and one of the reasons that Apple is so successful. An LSD-fueled Steve Jobs came up with some amazing ideas and concepts. The brand also turned itself into unique hybrid of tech & fashion thanks to their pioneering products.

The big, light-up apple on the back of Macbooks no doubt was a design aimed at building brand awareness too!

Please note – I realise this blog has a rubbish social media following. But that’s due to lack of time/money investment. I generally just use this blog as somewhere to record my thoughts & to remember how to do all things marketing related. E.g. here are my notes so I remember how to use Screaming Frog to scrape OG tags.

See my 2019 guide to Keyword Research by Clicking Here.