2022-10-21 22:42:40 +02:00
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1
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00:00:00,000 --> 00:00:13,520
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Yes, wonderful. I would have simply said, we are starting now, yes, from my side
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2
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00:00:13,520 --> 00:00:19,440
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2022-10-25 13:48:15 +02:00
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also first of all welcome to MatomoCamp. This is the first MatomoCamp that we
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2022-10-21 22:42:40 +02:00
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3
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00:00:19,440 --> 00:00:25,440
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also organize and I have, in addition to the fact that Lukas has organized almost everything, of course
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4
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00:00:25,440 --> 00:00:30,600
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, the honor of holding my own lecture here. We have decided in advance
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5
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00:00:30,600 --> 00:00:37,280
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that we also want to record this workshop. This should mean, for example, if you have
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6
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00:00:37,280 --> 00:00:42,280
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a video on or if you decide to say something or say something,
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7
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00:00:42,280 --> 00:00:46,400
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then that is not forbidden. But you should just think that we record it.
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8
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00:00:46,400 --> 00:00:52,800
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We actually planned it in such a way that we, so to speak, I now do the presentation
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9
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00:00:52,800 --> 00:00:57,680
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first. We just put the questions back a bit. We now have the advantage in this
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10
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00:00:57,680 --> 00:01:04,680
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workshop that we have the time until, so to speak, 11.45 a.m. and that there is now also the
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11
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00:01:04,680 --> 00:01:09,120
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lunch break afterwards. That means that if we can then ask questions afterwards,
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12
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00:01:09,120 --> 00:01:14,040
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then that is not so problematic, because you would not miss any other sessions and so on
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13
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00:01:14,040 --> 00:01:18,440
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. Maybe you would lose a little one or two minutes of the lunch break or something.
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14
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00:01:18,440 --> 00:01:23,760
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So that's why, as I said, welcome again from my side at this point.
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15
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00:01:23,760 --> 00:01:30,120
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My lecture today is just how to use Matomo correctly for SEO. That means, how can I
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16
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00:01:30,120 --> 00:01:34,280
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combine these two systems or how can I best combine them together to
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17
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get numbers out of Matomo that are very helpful for the search engine optimization.
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18
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00:01:39,000 --> 00:01:45,920
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And briefly to my person, my name is Thomas Zeithammel. I have actually been working in online
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19
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00:01:45,920 --> 00:01:51,960
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marketing in the field of SEO since 2001. At that time we did not even know that it was called SEO.
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20
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00:01:51,960 --> 00:01:57,360
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I have been there for so long, an old rabbit. I have already been through a lot and have
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21
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00:01:57,360 --> 00:02:02,840
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various customers from different areas, which of course also come from Google Analytics
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22
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00:02:02,840 --> 00:02:09,480
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and have also already worked with Matomo. And since 2009, simply out of private interest,
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23
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00:02:09,480 --> 00:02:13,680
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with my own websites, I looked around for software and at that time
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24
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I became aware of Pepeg. And yes, I have been familiar with the system for 12 years now,
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25
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give training, offer consulting and so on. And I would like to talk about the topic today,
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26
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00:02:26,080 --> 00:02:33,920
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what we can really combine in SEO and Matomo. The most important thing for me is
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27
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00:02:33,920 --> 00:02:39,720
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actually to really interpret the numbers correctly. And it is the case that we first of all
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28
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00:02:39,720 --> 00:02:46,000
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pick up a lot of numbers that we are actually more or less interested in.
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29
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00:02:46,000 --> 00:02:51,840
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So a value such as IP address, website title, for example the screen resolution,
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00:02:51,840 --> 00:02:58,080
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with which language the browser works and so on. All these values are all
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31
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00:02:58,080 --> 00:03:04,640
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investigated and collected via the data layer or whatever, whether with a tech manager or whatever.
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32
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00:03:04,640 --> 00:03:10,000
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We now have all these dimensions on board in Matomo and can then of course
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33
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00:03:10,000 --> 00:03:14,480
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evaluate them. The question is, can I start something with the IP address,
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34
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00:03:14,480 --> 00:03:20,240
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which is anonymized, can I use it for SEO? Not really. That means I have to pick out here
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35
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00:03:20,240 --> 00:03:26,480
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which numbers are particularly important for SEO. And there I just picked out 10
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36
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where I said that is really something where you should always keep an eye on it.
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37
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00:03:30,520 --> 00:03:35,440
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On the one hand, of course, the search terms that you, for example, got from Google
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and so on. In the end, the search terms are unfortunately no longer completely visible,
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39
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00:03:41,800 --> 00:03:48,560
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but there is a way in which I will then help you to unravel these search terms again.
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The second is a very important number, for example the period of time. This is also underestimated very,
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very often. But for SEO it is of course very, very important to see if I can do it with
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my content, with my page, in the end, to keep the visitors on my page for a long time.
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And that results again with the jump rate. If I see that, oh, it's very high.
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That also means again for Google, of course, I may have a return to search
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quota, a very high one, which sends a signal to Google that perhaps the content is not so good
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or does not fit the search phrase. So that can also be important for SEO, so to speak,
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and we have that here in the system. Webvitals, of course, the classic now of the last six,
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seven months. Everyone who deals with SEO is just talking about these terms,
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such as webvitals and the topic performance loading time. That has been very high in the last two,
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50
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three years, which of course also gives Matomo a very, very good plug-in
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or opportunities to raise these numbers. Entry pages, classic, yes, certainly,
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very, very important for the field of SEO, as well as the visitor sources. So not to see
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where the visitors really come from, not just to focus on the zoom machine,
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54
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00:05:04,520 --> 00:05:11,440
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but perhaps also to look at the references. Technical aspects. Where do I have maybe 404
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errors on my page? Where are there server errors? It may also be that this can of course be determined
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by tracking or, in the end, by crawling tools. But here I have the
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opportunity to say right away, wait a minute, so many have really called up. Of course,
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such a dead link is always bad, but if I see in the web analysis that it has
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never been called up in any way, then it's not that bad either. Then I don't have to
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60
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00:05:34,800 --> 00:05:39,200
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worry too much about it. While I, when I see that in another statistic, that a page
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that sends 404 has been called up a few times, maybe even a day, then I have to react faster
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and can also evaluate the internal search. Very important for the editorial team,
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63
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for example. Also this number, whether an article has been read or not,
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64
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I can somehow summarize in Matomo or have it issued. And of course the whole
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65
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topic of conversion tracking. These are the most important numbers that you will certainly have
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66
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in the SEO as points of contact with Matomo. I'm going to take out a few things now,
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67
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such as the delay and the delay. Because that has always been the topic of Google in recent years,
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although they introduced a panda update back then in 2012, so it's been a little longer again.
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But what happened is that the delay and the jump rate of Google can also be
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raised. So Google has this data available and can integrate it into their user signals
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and let these user signals flow into their algorithm. And you just need a few
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points that you have to consider here in these two numbers, delay and jump rate.
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And there I just set up six points that make it a little easier for me to
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74
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explain the connections. On the one hand, if I have a jump rate of 100 percent, then in Matomo
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75
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there is also a value of 0.0 seconds for these pages. That means if there is a jump rate,
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so a jump is sent, then I don't have any delay in this session.
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This is related to how the delay is calculated. And here it is the case that the last page,
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78
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i.e. the exit page, is not included in the visit as time. That means I always have
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79
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the last page of the visit with a value of 0.000 seconds delay. So unfortunately the exit page
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80
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always sends no signals as to how long you have been on this page. Because in Matomo, like other
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systems, so also like Google Analytics, the distance between page 1 call and page
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82
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00:07:51,760 --> 00:07:58,640
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2 call is always counted together. And just as in the delay, with the jump rate,
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83
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00:07:58,640 --> 00:08:05,360
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then I have the entry page, then the exit page. This is how the jump rate is defined.
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84
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00:08:05,360 --> 00:08:10,560
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And then of course, because the exit page has no value, I have this value of zero here.
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85
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00:08:10,560 --> 00:08:15,920
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That means you have to understand these two metrics first of all, why sometimes
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86
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00:08:15,920 --> 00:08:22,160
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the exact value is not in there that you might expect. But of course you don't always have
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87
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00:08:22,160 --> 00:08:27,040
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a jump rate of 100%, but just less. And then of course there are users
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88
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00:08:27,040 --> 00:08:32,880
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who also send values here. So high jump rates are always a recommendation of mine
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89
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00:08:32,880 --> 00:08:38,160
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to take a look at such pages in the page analysis and say, wow, there may be
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90
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00:08:38,160 --> 00:08:43,360
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technical errors. We already had cases where a consent banner was delivered over the page,
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91
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00:08:43,360 --> 00:08:48,200
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but they were not so well integrated on the mobile device that the people simply
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92
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00:08:48,200 --> 00:08:52,200
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couldn't click these buttons anymore. So there was no way to accept, because it was too far
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93
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00:08:52,200 --> 00:08:56,800
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to the right outside of the screen and you couldn't scroll. And then of course we see,
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94
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00:08:56,800 --> 00:09:02,760
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ha, wobala, in the mobile area the jump rate is very, very high and not so high in the desktop area.
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95
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00:09:02,760 --> 00:09:07,880
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So you can also detect and detect errors. So such a high jump rate can
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96
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00:09:07,880 --> 00:09:13,560
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definitely be looked at. But a high jump rate does not mean that the page is
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97
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00:09:13,560 --> 00:09:18,920
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very, very bad, but a high jump rate in connection with a period of time
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98
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00:09:18,920 --> 00:09:25,440
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makes sense. Because the period of time is very high, I don't really care about the jump rate
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99
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00:09:25,440 --> 00:09:31,120
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in the end. Because it can also mean that the user has come to the page,
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100
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00:09:31,120 --> 00:09:36,200
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has been busy with the content for a long time, has read it completely and was then simply
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101
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00:09:36,200 --> 00:09:41,480
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more satisfied and then left the page because of that. Not because he was dissatisfied.
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102
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00:09:41,480 --> 00:09:47,960
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So that means just going to the jump rate is not so ideal here. The same is true
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103
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00:09:47,960 --> 00:09:52,480
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if I have a high period of time and a low jump rate, that is also a positive
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104
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00:09:52,480 --> 00:09:57,680
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value actually. Because the users have read the article, that's why this high period of time
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105
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00:09:57,680 --> 00:10:03,840
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and went on. I can see that from the fact that the jump rate is then just low. That
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106
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00:10:03,840 --> 00:10:08,760
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means I was able to keep the visitors on the page and maybe
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107
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00:10:08,760 --> 00:10:15,200
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navigate them better through the website through similar articles in e-commerce or through related topics
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108
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00:10:15,200 --> 00:10:19,640
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again on a news page or something. Or I have blog posts that I wrote about
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109
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00:10:19,640 --> 00:10:25,120
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and they are also interesting for the reader. So that is of course something that is very, very good,
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110
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00:10:25,120 --> 00:10:31,760
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which is actually the ideal step 5 here or this point 5. But of course there is also a
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111
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00:10:31,760 --> 00:10:37,560
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low period of time and a very high jump rate. That is always such a sign that you
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112
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00:10:37,560 --> 00:10:43,760
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may have been dissatisfied as a user. So, in general, you can't say that either. Just think of
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113
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00:10:43,760 --> 00:10:49,160
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the industry books. Industry books, I'll give you one, Dachdecker, Augsburg, I'll get to a page,
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114
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00:10:49,160 --> 00:10:53,600
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I'll quickly write down the phone number, I'll be on the page again. That means I don't spend
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115
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00:10:53,600 --> 00:10:58,640
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much time reading the content or something, but I just need to
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116
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00:10:58,640 --> 00:11:02,720
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contact you somehow quickly. I'll get the information out of it very briefly,
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117
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00:11:02,720 --> 00:11:09,560
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have seen everything. Also, if I enter which pre-election number the 0421 belongs to or something,
|
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118
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00:11:09,560 --> 00:11:14,280
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then I just give it to pre-election 0421. Then I come to a page, look at me, ah,
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119
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00:11:14,280 --> 00:11:18,840
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that's the one and the city, then I'm gone again. So please don't
|
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120
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00:11:18,840 --> 00:11:24,400
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always be so partial. And just when you say that, yes, I have to understand the characteristics,
|
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121
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00:11:24,400 --> 00:11:29,720
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then please also understand that detractors always play a big role here. I have
|
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122
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00:11:29,720 --> 00:11:35,040
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set up such a small screen at the bottom, where you can see that these average values,
|
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123
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00:11:35,040 --> 00:11:39,760
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which are unfortunately excluded in Matomo, which cannot influence either, that they can of course
|
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124
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00:11:39,760 --> 00:11:45,120
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also be influenced by certain pages. At the bottom of the screen, so I have different
|
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125
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00:11:45,120 --> 00:11:53,000
|
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pages, page 1, 2, 3 and so on, and this page 5 is so popular. If page 5 now has a super
|
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126
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00:11:53,000 --> 00:12:01,160
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deflection rate of maybe only 20 percent, but all the other pages are with a
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127
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00:12:01,160 --> 00:12:06,960
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deflection rate of 80 percent or something, then my average value, because the one page
|
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128
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00:12:06,960 --> 00:12:15,320
|
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here, the 5, is so good, would give me a little bit of a good feeling that the
|
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129
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|
00:12:15,320 --> 00:12:19,360
|
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|
deflection rate here is not a problem at all in this domain. So that means that these
|
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130
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00:12:19,360 --> 00:12:24,520
|
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statistic values please always look at each other separately, really go into the data
|
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131
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00:12:24,520 --> 00:12:31,320
|
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|
, really break down and take a deeper look. So in the average values is often
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132
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00:12:31,320 --> 00:12:37,960
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simply something covered up, which you can see more when you go into the details. Especially when you
|
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133
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|
|
00:12:37,960 --> 00:12:42,720
|
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|
have pages that dominate very, very much. These can be, for example, pages like the starting page,
|
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134
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00:12:42,720 --> 00:12:48,920
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|
which of course always serves as an entry for many pages in the e-commerce area, which then
|
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135
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00:12:48,920 --> 00:12:53,720
|
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always sends positive signals, but maybe the product details at the back send all bad
|
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136
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00:12:53,720 --> 00:12:59,840
|
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|
signals. Then I should just look at them separately from each other. And of course the
|
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137
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00:12:59,840 --> 00:13:05,120
|
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|
segments help me very, very well. So in Matomo I have the opportunity to create these segments
|
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138
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|
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00:13:05,120 --> 00:13:11,640
|
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|
among all these visitors. The problem is that they are more or less not given by Matomo,
|
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139
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00:13:11,640 --> 00:13:16,480
|
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|
but that I have to create them myself. That is always the first thing I do when I
|
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140
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|
00:13:16,480 --> 00:13:22,360
|
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|
|
go to a website with a customer or so on, to create these segments here so that the
|
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141
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|
00:13:22,360 --> 00:13:28,600
|
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|
|
users can then also compare these segments, i.e. the customers. And there I always recommend
|
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142
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00:13:28,600 --> 00:13:35,120
|
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|
at least to divide the channels so that I really have the channel direct, the channel campaigns,
|
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143
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|
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00:13:35,120 --> 00:13:42,560
|
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|
|
the channel search engines, the channel maybe also references and also the desktop or mobile types,
|
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144
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|
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00:13:42,560 --> 00:13:47,520
|
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|
i.e. what is available to us as a device type as a dimension in Matomo. Then I can
|
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145
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|
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|
00:13:47,520 --> 00:13:52,960
|
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|
|
compare how the user behaves in mobile versus the user in the desktop area. Or just
|
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|
146
|
|
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|
|
00:13:52,960 --> 00:13:57,760
|
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|
|
make the comparison of how people who come from search engines behave versus people who,
|
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|
147
|
|
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|
|
00:13:57,760 --> 00:14:03,640
|
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|
|
for example, come via Google Ads, via campaigns or via direct entries. Because they
|
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148
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|
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|
00:14:03,640 --> 00:14:08,080
|
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|
|
behave completely differently. And I would like to identify more precisely in the SEO,
|
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149
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|
00:14:08,080 --> 00:14:13,560
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|
how it is and how it works, for example. And then these values, such as exit rates or
|
|
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|
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|
150
|
|
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|
00:14:13,560 --> 00:14:19,040
|
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|
|
or departure rates or also for a while, or side views and so on,
|
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|
151
|
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|
|
00:14:19,040 --> 00:14:26,440
|
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|
these will become much clearer. That first of all to pre-tension, yes, to understand that
|
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152
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|
00:14:26,440 --> 00:14:31,240
|
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|
|
these values also have to be interpreted correctly. Otherwise it won't help me for my SEO
|
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153
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00:14:31,240 --> 00:14:36,400
|
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|
in the end. The second thing I would like to address is the data collection.
|
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154
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00:14:36,400 --> 00:14:43,040
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It should mean how I can simply evaluate or improve the values that I measure.
|
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155
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00:14:43,040 --> 00:14:50,040
|
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|
|
And here the classic, the events. I still have the case very often that events have
|
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156
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|
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00:14:50,040 --> 00:14:55,200
|
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|
not yet been set up. And now with the Tag Manager, for example, it is so easy to
|
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|
157
|
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|
|
00:14:55,200 --> 00:14:59,760
|
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|
|
set up these events. Of course, you need a bit of knowledge, perhaps from the HTML,
|
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|
158
|
|
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|
|
00:14:59,760 --> 00:15:05,640
|
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|
|
to recognize that this is the CSS class, the button is called ID and so on. Or here is the
|
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|
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|
159
|
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|
|
00:15:05,640 --> 00:15:10,920
|
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|
|
link text. What is a link text? Of course, you do need a bit of foresight, but it is a
|
|
|
|
|
|
|
|
|
|
160
|
|
|
|
|
00:15:10,920 --> 00:15:16,400
|
|
|
|
|
very nice opportunity to transfer these events, what happens on the page,
|
|
|
|
|
|
|
|
|
|
161
|
|
|
|
|
00:15:16,400 --> 00:15:24,120
|
|
|
|
|
and so on, to Matomo. And with that the data will be better again. And then maybe
|
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|
|
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|
162
|
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|
00:15:24,120 --> 00:15:29,600
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set up as goals. And there you can also distinguish two topics. On the one hand, my technical
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problems that I may have on the page. That means I solve events if, for example,
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164
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a page of errors arises or is called up. Zack, same event,
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Amatomo, Zack, page 404. The same also with a 500 error, if my server is not currently
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reachable or something and I still deliver the error message or the error page,
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or if the URL was just built up like that because someone from the forum has mistakenly linked it to our
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168
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website. Then I can also send these errors to the web analyzer right away.
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169
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And the same, of course, also on the page level, if I have certain topics there. For example,
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170
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if I notice that an article has been sold out. Here, Zack, please send to Matomo right away. Because I can
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171
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then make evaluations about it later and can say how many people have run into articles. I have
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172
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1000 visitors. And of the 1000 visitors, how many have run into articles that were really
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173
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sold out? What do I do with it? Do I let them run like that? Because they might come back.
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So I can then think about my viewing measures more carefully. Or the
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175
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no search results. I also had an e-commerce shop myself and there I also found out
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176
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in the search what people enter. There is also this Google zeitgeist, where at the end of the year
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177
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always comes out what people are looking for wrong with Google, i.e. where the writing is wrong. There is
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a word like couch, for example, always in the top ten, where I think to myself, oh, couch is
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179
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actually not that difficult. But that is one of the most common wrongly written words. If you
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180
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are now a furniture seller and then also notice, wait a minute, people enter couch
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181
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wrongly written and I have no search results, then this event can help you
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182
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point out that somehow these hits are not there. It is also very often simply not
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183
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set up. And I just went from bottom to top a bit, the page read topic.
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So that is also something that you can then set up something similar to scroll depth very, very nicely
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185
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via the tag manager. Of course also manually. But in the end it's really about
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186
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really taking something like a scroll depth in here. We have the case very often,
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187
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you have a page, the people are on it, you have a period of time, but you actually don't know
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188
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when such an article will be finished. And that's what this content tracking format
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is very valuable for. Because with it, for example, I have such blocks that are close to the footer,
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190
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you can also do it directly over the footer. But if I have such elements
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191
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above the footer, such as these social bookmarks or share links or something, then I can
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192
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just say that if that appears in the area of the visible in the browser, then it has
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193
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dealt intensively with such an article somewhere and read through it. There are very few people
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194
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who really scroll down completely at the end, go up again and then start reading.
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195
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But the people already proceed in such a way that they scroll down one or two times, but do not scroll down the whole
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196
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article. And so I can see a little bit when I say when the footer is
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197
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displayed, then I know, ah okay, this article has at least been read. These two
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198
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numbers, pages, views and pages read, I'll call them pages read, I can then
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199
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see again in direct relation and say, okay, then I really have a problem here at this point
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200
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because I have a thousand views on the page, less than 20 at some point
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201
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have seen the footer. So I can grab these numbers a little better again and
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202
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especially then also locate in my editorial office and say, now look here,
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203
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we just have a more accurate evaluation now. And this scroll depth can be used in the
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204
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tag manager then also by percentage, which is of course much more
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205
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convincing. And of course please use your own dimensions, because that is
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206
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the most valuable thing that I can actually integrate into the evaluations. I can
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207
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take something like the release date, for example, or just the article type with
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208
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article type or also page types, I mean, is it a product part page, is it an overview,
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209
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is it the start page, is it the search page, are there topic pages, text pages, whatever,
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210
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I can transfer what I want. And these own dimensions are just
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211
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super suitable for this, as well as to include product categories and say, this is the
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212
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overridden product category, for example, this is food, this is fashion, this is that,
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213
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because later on in my conversions, for example, I can also divide it up more precisely,
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214
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or I can just say, aha, okay, our conversion in the field, for example, fashion is higher
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215
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than the conversion in the field of food or something, yes, or in other topics. You have
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216
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comparability through this. You can also include indexing, if you say you have
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217
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many pages on noindex, that is, these are pages that are excluded for Google,
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218
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but are still on the website, yes, I'm thinking, for example, of certain categories,
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219
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page pages and so on. Then I can also transfer these indexing values to Matomo and say,
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220
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okay, here, then I can see how much traffic I still have on my noindex page.
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221
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Then I can possibly think, oh, maybe with a little text enrichment I can
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222
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still put it from noindex to index, or, or, or. These are the points that you can
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223
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easily deduce. Or just the number of words, yes, that just makes sense in rounds,
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224
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so 50 or 100 words in rounds, but then you can see how the duration also behaves,
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225
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how the deviation rates also behave. And where I can see exactly, with all texts
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226
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that were below 100 words, the deviation rate was just very, very high, or just very low,
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227
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because maybe the information I have is already enough. So to transfer these values to Matomo,
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228
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also structured data, yes, filter, yes, if I have a shop, that also makes sense
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229
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to transfer to Matomo. Because to take everything in again and think about how
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230
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I can deduce measures and proportions from my numbers, that is what is
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231
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important for you in the end and then, to make decisions. What do we do with it?
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232
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Do we link this category more often? Do we put more text on it? Do we look at
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233
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technical problems? How do we get this done? Quite classic now maybe the loading time optimization,
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234
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if I just know that, for example, on the article type product page, the deviation rates are
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235
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higher and the delay is lower, then I can just see how the measurement data for the
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236
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WebVitals are. And if they are significantly worse than on the overview pages, then I can go there,
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237
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then I go there first and optimize there. So I can use the segments, the dimensions,
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238
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I can also use the segments, just get in here much, much better and check it out.
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239
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And also this search term is not defined, which means what the visitors came up with
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240
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on Google. Yes, Google was blocked back then, they said in 2014, because of the NSA affair,
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241
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because of our HTTPS encryption, we no longer transfer these search terms. But
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242
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the funny thing is, there is the Google Search Console that offers this data again. And here
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243
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there is a very simple plug-in from Matomo, although it is mandatory, but that is really one of the
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must-have plug-ins that I need for the SEO area, because that brings me back these data
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into Matomo. And that's the nice thing, because I have my segments here, I have everything
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in the area of conversions and so on running together. That means in the Google Search Console you can
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also say, yes, I have the data there. But because I connect it to Matomo, it does
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that much better, because then I can also see which conversions are responsible for which keywords,
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for example. So this combination of this data again with my dimensions,
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250
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with my segments, with mobile versus desktop and all these topics, I can now
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evaluate them much better here in Matomo and sort them out. That means
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252
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all the filter functions, everything I have associated with it, is just much, much better
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253
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for me. So for me a must-have. But you can also look at the functionality. I
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also included it as a link at the bottom. You are welcome to go to the Matomo Cloud, there is a demo version
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where this plug-in is also installed. Then you can see, aha, is there anything suitable for me or not.
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That means you can definitely take a look at that. That's as far as what I should definitely
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257
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mention in terms of data points, i.e. events, content tracking and of course these search terms
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258
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and dimensions. These are the four topics that in any case, if you don't have that yet and
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259
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really want to evaluate it better in SEO, then you need these four measuring points
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260
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in addition. And now just a few more tips, so to speak, on improvement. And it's
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261
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about me just explaining a few things to you again, what you can do or how you
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could really approach that. So in the field of SEO you are always looking for
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these topics. So I already mentioned earlier, yes, especially this Panda update or
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other updates that always target the same thing, namely where I have
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thin content on my domain, bad content, little text, maybe and so on and so forth.
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266
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There are a lot of really cool SEO tools that can help there too, but the most important
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267
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metrics for these recognitions are always rather to be found in Matomo or in the web analysis.
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And there you just have to look at two real values. I've already said that one
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269
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is in the end the jump rate. Please note here that this jump rate always refers to
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270
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the entries and not to the side views. This means that this 90 percent does not refer here
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271
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in the first line to this 31, but you really have to jump into the table where
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the entries are also included. But that tells me here now, 90 percent of all people
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273
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who have arrived at this bottom page or even these 97 percent of these users who have arrived
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here on the page, 97 percent of them are gone again, so really very, very many.
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275
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I can definitely take a look at that, but also in relation to the pass rate.
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276
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There I only see one second, so all the people jumped off and there was only one second
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277
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on it and there only three seconds. So in general there is a very, very low pass rate on the page,
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278
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which means that I can take a look at all of these pages. And then you often come up with
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279
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this problem of the jump rate that refers to the entry pages. You have to jump back and forth a bit
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280
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and also jump back and forth to the entry pages here in order to
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281
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show this jump rate in more detail. So here I also have 34 entries and
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282
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also 34 jumps, so 100 percent. So it does not refer to 90 or 100 page views,
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283
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but really only to these entries. And then you will find pages like this, for example
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284
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here on the example of the yellow pages where I have entered something, Matomo under Meitingen. Then
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285
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down here, dear users, there is unfortunately no hit in this radius for your search term. I have
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286
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a radius of 50 kilometers here, so I am the only one in 50 kilometers who seems to be dealing with the topic
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287
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and still have not been introduced. Of course, this is a very bad experience for users.
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288
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You will not say, okay, I'll stay on this page for five minutes now and take a
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289
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closer look at everything again, but either, of course, I enter something else at the top or
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290
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I turn my back on the page and then immediately go away and look for the second result.
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291
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So search in search is always difficult anyway, people usually go back to Google.
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292
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Or there are also pages where I notice that the button for buying is faded out, this product
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293
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may no longer exist. Yes, then of course I am quickly away from this page, because I
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294
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might have wanted to buy this now and it just doesn't exist anymore. Then I go back
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295
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and maybe look for someone else. Especially with Amazon it is the page, for example, buying PS5,
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296
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which is causing quite a bit of despair, because of course there is no PS5 to buy.
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297
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And you keep coming back to the page, but you see that I can't buy it at all,
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298
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then everyone is gone. And they don't read much more, because they were
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299
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already there five or six times. That's why for this page they also have a bad
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300
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jump rate and a low pass rate, that always pulls everything down a bit. Just
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301
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as a practical example. And now my tips on how to interpret these numbers correctly.
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302
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You have this little gear symbol when you scroll down within this evaluation page,
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303
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where you don't have these data in this grouping where they have the folder structure at the front,
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304
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in this hierarchical order, but you can also display these data flatly.
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305
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I always find that nicer, because then you can sort it out nicely with this flat representation,
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306
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where all web addresses are really listed on top of each other, without, pardon me,
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307
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groups. And then you can just say, for example, I sort after a
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308
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pass rate, I sort after a jump rate. So the clarity is just much, much better here.
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309
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A note, of course, that you always had to look at it differently from case to case.
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310
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That means that what I'm giving you here as tips is not entangled in stone,
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311
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because again, the industry books have different conditions, so it's different there.
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312
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The same goes for other pages, types, it always depends on it. But if you just want to say,
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313
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and I want to do that here, because I have very good experience in the field of SEO,
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314
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which pages should you look at, then everything that is over 70% in the jump rate,
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315
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yes, don't just throw it away blindly and say, oh, that's probably all crap,
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316
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but definitely look at it more closely. And just look at it, if I have 70% and higher,
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317
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where is the delay perhaps under 15 seconds? Why 15 seconds? Such a page always needs
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318
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time until it is there, until you orientate a bit. The structure is always top left, the logo
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319
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at the top right, maybe the goods basket. If you have a large navigation at the top, a search field,
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320
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then somehow there might be a text again. I don't even know yet, I have to
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321
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find my way around a bit. If it's a product overview page, then I scroll through it first
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322
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and look, ah, these are products that are exhausting me. That means this time to find my way around
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323
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at all, without me starting and reading text or thinking about it,
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324
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00:30:25,640 --> 00:30:33,120
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I always need between 7 and 10 seconds. That's why everything that is under 15 seconds was a
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325
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quick decision that doesn't fit for me. Let me just differentiate again. Of course,
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326
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if you only have a photo series with one picture on it, then that's faster than 15 seconds,
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327
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which of course doesn't mean, yes, always on your own, on your own body,
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328
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00:30:49,360 --> 00:30:53,960
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maybe play through it, make a fool of yourself, go to the page, say, okay, how long do I need
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329
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00:30:53,960 --> 00:30:58,600
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now, if I would now deal with this page for the first time. And these pages
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330
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00:30:58,600 --> 00:31:05,080
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also scroll up so much that you always have at least 50 pages of impressions or more.
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331
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00:31:05,080 --> 00:31:09,200
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So that means you can control that via the date at the top, that you say, yes, I don't just want
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332
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00:31:09,200 --> 00:31:13,560
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one day now, but the week, or if the week doesn't work out, then rather a month,
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333
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because of the statistics, I can't just make better equipment. The
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334
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Heinzberg study back then with Corona, yes, where they tested 500 and I think 700 people there,
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335
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00:31:25,000 --> 00:31:31,240
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said, well, that's how it has to be with 82 million Germans, I don't think anything of it as a statistician.
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336
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00:31:31,240 --> 00:31:37,240
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So then rather say, I just need more values, with more values I have a more reasonable
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337
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00:31:37,240 --> 00:31:43,120
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statement of strength, which brings these topics together, like delay and drop rate. And
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338
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00:31:43,120 --> 00:31:49,240
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through more data, I also smooth out these average values. Because so outliers that were then once a day
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339
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00:31:49,240 --> 00:31:54,320
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or something, I just smooth them out with it and through more data. And these pages,
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340
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00:31:54,320 --> 00:31:58,880
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as I said, please take a look in the browser to be able to understand the behavior,
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341
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00:31:58,880 --> 00:32:05,440
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to see, was that understandable, so why, okay, the users got the information here
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342
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00:32:05,440 --> 00:32:09,920
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, if they wanted to, then here is a drop rate, a high drop rate, not at all
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343
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00:32:09,920 --> 00:32:17,560
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surprising, yes. Yes, tip number two was already a topic earlier, so of course the
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344
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00:32:17,560 --> 00:32:23,240
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internet search is often not taken care of. You actually have to enter these parameters
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345
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00:32:23,240 --> 00:32:27,520
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at the bottom of many systems only under manage settings, which you then also use for the search yourself
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346
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00:32:27,520 --> 00:32:32,960
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. Or then maybe also send this information via Javascript,
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347
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00:32:32,960 --> 00:32:39,000
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also in the tech manager, please set it up, that is often the case, even if it is not present in the system
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348
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00:32:39,000 --> 00:32:44,480
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or something, you can also do it relatively easily, because it just brings a lot of great results
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349
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00:32:44,480 --> 00:32:50,080
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for your own evaluation. On the one hand, the top searches always give hints on what
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350
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00:32:50,080 --> 00:32:56,320
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are the topics in question. And people always search when the pages are not so easy to reach for
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351
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00:32:56,320 --> 00:33:02,760
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them, because they say, oh, the menu control is very complex or hoppala, I don't know
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352
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00:33:02,760 --> 00:33:08,000
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exactly how I get there, is that now in this category or there, there may be no
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353
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00:33:08,000 --> 00:33:13,720
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brand overviews, I know, but I'm looking for the product of the brand, so they are very, very
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354
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00:33:13,720 --> 00:33:18,680
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fast because they just say, oh, that seems very complex to me and I want to get to my goal
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355
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00:33:18,680 --> 00:33:25,200
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very quickly, that's why this search is also used. Normally, in the field of e-commerce or
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356
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00:33:25,200 --> 00:33:30,280
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other areas, 5 to 15 percent is now on average. Of course, that can also differ
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357
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00:33:30,280 --> 00:33:35,720
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from page to page and of course it also depends on the integration. Something like the yellow pages or other
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358
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00:33:35,720 --> 00:33:40,560
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industry publishers, yes, they have a focus on the fact that people are also looking there, that the
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359
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00:33:40,560 --> 00:33:45,560
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search is very prominent. Think of Amazon too, the search field is very prominent up there
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360
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00:33:45,560 --> 00:33:51,360
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, no one is hanging around because of these 40,000 categories that Amazon offers there.
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361
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00:33:51,360 --> 00:33:56,920
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But it is always a good indication of what people are really looking for. Please also pay attention to
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362
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00:33:56,920 --> 00:34:01,680
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large and small writing points here. We also have that very often, for example, that jackets
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363
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00:34:01,680 --> 00:34:07,120
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in large writing and jackets in small writing have two numbers in this statistic.
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364
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00:34:07,120 --> 00:34:12,920
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That makes it more difficult to evaluate again and also discover many new editorial topics,
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365
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00:34:12,920 --> 00:34:18,960
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write mistakes, I already mentioned that earlier, and also measure these zero hit results.
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366
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00:34:18,960 --> 00:34:23,520
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You can either see that in this search overview here or you send it out
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367
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00:34:23,520 --> 00:34:31,160
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as I suggested earlier. Tip number three, which pages should I
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368
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00:34:31,160 --> 00:34:35,480
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optimize? I say that very often because that is also an important aspect in SEO.
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369
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00:34:35,480 --> 00:34:43,840
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Yes, our shop may have 50,000 products. I can't optimize 50,000 products. No, but I
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370
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00:34:43,840 --> 00:34:50,640
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have the product sales data in Matomo. I know exactly how many purchases or how many
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371
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00:34:50,640 --> 00:34:55,920
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purchases have been made about it and what amount was also in the warehouse. So I have this information.
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372
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00:34:55,920 --> 00:35:00,760
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I just called it here small 1 to small 10 and counted some numbers with it.
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373
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00:35:00,760 --> 00:35:06,400
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But what I see again and again in the evaluations is that if I pull out the top 25 products here
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374
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00:35:06,400 --> 00:35:11,760
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and therefore this segment product pages and so on and also in the e-commerce area these
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375
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00:35:11,760 --> 00:35:19,240
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product SKUs and so on, then I immediately see which 25 products make the most
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376
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00:35:19,240 --> 00:35:26,360
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sales for me. And I have pages that make up 70 percent, the average is then more like 30 percent,
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377
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00:35:26,360 --> 00:35:33,000
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but of course these are the pages that I should optimize. That means I go through the top 25 here
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378
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00:35:33,000 --> 00:35:38,760
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and look at page 2, page 3, page 4. What can I do much better on these pages?
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379
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00:35:38,760 --> 00:35:44,760
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That's just, the effort can then scale. When I have the 25 products ready, I go to the
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380
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00:35:44,760 --> 00:35:51,120
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next ones. So I don't go and say 50,000, we need 50,000 new product texts now,
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381
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00:35:51,120 --> 00:35:57,360
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but first I need 25 new product texts. And if they work and if they work to some extent,
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382
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00:35:57,360 --> 00:36:02,600
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then I go to the next ones. But first of all, I always take out the most profitable names
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383
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00:36:02,600 --> 00:36:07,440
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and optimize them. Because the probability that I now have a product at the bottom that
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384
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00:36:07,440 --> 00:36:13,480
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is perhaps a storekeeper, that I make a bestseller out of it, is rather low. So look there,
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385
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00:36:13,480 --> 00:36:18,400
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what is in the internal search, is also searched often. You can
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386
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00:36:18,400 --> 00:36:22,840
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put these numbers nicely together and say, okay, it is searched often, these are one of our
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387
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00:36:22,840 --> 00:36:27,800
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most popular categories, I can see that from the page evaluation and I go to these products.
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388
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00:36:27,800 --> 00:36:36,240
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Tip number 4 is the visitor flow. We already have this transition in Matomo,
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389
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00:36:36,240 --> 00:36:39,880
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where you can see what are the predecessors and successors, more about that in a moment,
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390
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00:36:39,880 --> 00:36:43,880
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but there is also a very nice plug-in that is unfortunately also free of charge,
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391
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00:36:43,880 --> 00:36:49,000
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but also saves me work. That's why I'm always such a friend of such plug-ins,
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392
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00:36:49,000 --> 00:36:52,600
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which then save me a lot of work, where I don't sit in the evaluation for four hours,
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393
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00:36:52,600 --> 00:36:58,080
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but have understood in two minutes what is going on. For me it is always an argument
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394
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00:36:58,080 --> 00:37:02,840
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why you can say, okay, then I really go there. And as I said, I have good connections
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395
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00:37:02,840 --> 00:37:08,240
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for Matomo, but I also had to buy these plug-ins, but I also use them
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396
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00:37:08,240 --> 00:37:14,520
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often. And this user flow is a complete view of the entire domain, how the visitors
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397
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00:37:14,520 --> 00:37:18,680
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behave on my site now. And there I also see patterns again and again, that, for example,
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398
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00:37:18,680 --> 00:37:23,200
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people who go through the site and at the end of the visit, for whatever reason,
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399
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00:37:23,200 --> 00:37:29,880
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they go back to the start page, for example. So now I can think about where I want my
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400
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00:37:29,880 --> 00:37:36,320
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users to go and integrate that into this whole workflow. This
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401
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00:37:36,320 --> 00:37:43,080
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behavior flow. I have a few metrics in my hand right now that I have now simply visually
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402
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00:37:43,080 --> 00:37:47,480
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prepared better. On the one hand, I see dikes on the basis of my jump rates, which are
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403
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00:37:47,480 --> 00:37:54,080
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these red bars, where I simply lose visitors massively. If I already lose a lot of visitors
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404
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00:37:54,080 --> 00:37:59,200
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on the first page, then there is simply little left out of the back that then navigates
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405
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00:37:59,200 --> 00:38:05,840
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further through the page. What I can also do is show these details to me,
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406
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00:38:05,840 --> 00:38:12,360
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what kind of pages are in there, for example, and how many exits or further leading
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407
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00:38:12,360 --> 00:38:18,200
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visitors there are. That means I can really navigate through here in detail
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408
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00:38:18,200 --> 00:38:26,240
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and look at these paths and analyze them. That means looking at the top paths,
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409
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00:38:26,240 --> 00:38:33,600
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where the visitors go further and what they do there. That is very, very nice about this module
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410
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00:38:33,600 --> 00:38:41,680
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and very quickly and beautifully visualized by this plugin. I also have such evaluations
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411
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00:38:41,680 --> 00:38:48,200
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under it, where I immediately see this top path, where I see that the people who
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412
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00:38:48,200 --> 00:38:53,440
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all somehow get on the website analysis and then go back to the website
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413
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00:38:53,440 --> 00:38:58,440
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analysis. They just press F5 or take something through at some point. Or that the people
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414
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00:38:58,440 --> 00:39:04,320
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arrive at my web analysis page and then go to the start page. So I see
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415
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00:39:04,320 --> 00:39:09,640
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such elements now. As I said, my page is not that prominent now. I now
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416
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00:39:09,640 --> 00:39:14,840
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put relatively little focus on it, but it's not the best page either, I have to admit.
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417
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00:39:14,840 --> 00:39:19,960
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But of course it is also important for me when I say how my services are,
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418
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00:39:19,960 --> 00:39:25,800
|
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how things are. With a larger page, of course, it is much more interesting. Do I get the people
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419
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00:39:25,800 --> 00:39:30,480
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there? When do they start looking for it? And you can see that very nicely in these
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420
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00:39:30,480 --> 00:39:38,280
|
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top navigations. And of course also here, which is very nicely depicted in this user flow,
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421
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00:39:38,280 --> 00:39:44,640
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but I often want to take a deeper look at it, these transitions are then
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422
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00:39:44,640 --> 00:39:50,200
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under behavior. This is both in the menu as well as if you have the pages
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423
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|
|
00:39:50,200 --> 00:39:55,400
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displayed flat or if you are here on the URL level. So I only call it blue links.
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424
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00:39:55,400 --> 00:40:01,480
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Yes, then you have it available right when you drive over this field with the mouse.
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425
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|
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00:40:01,480 --> 00:40:06,560
|
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That's just this nice butterfly graphic that just tells me where the people
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426
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00:40:06,560 --> 00:40:12,000
|
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came from on the clicked page. So I see here, I have 256 page impressions,
|
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427
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00:40:12,000 --> 00:40:18,840
|
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of which 50 came from internal and so on and so forth. Yes, and 195 from search engines.
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428
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|
|
00:40:18,840 --> 00:40:24,480
|
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|
So these are the predecessors of the internal pages. And I see, and that's just what is
|
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429
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|
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|
|
00:40:24,480 --> 00:40:32,360
|
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|
|
next. What is it, so to speak, what happens next? Where are you going? And here just for a page
|
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430
|
|
|
|
|
00:40:32,360 --> 00:40:37,960
|
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|
|
that has to do with crafts. And so I immediately see if someone was on the craftsman's side,
|
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431
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|
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|
|
00:40:37,960 --> 00:40:43,760
|
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|
|
where is he going? And I can already see hoppala, these are just building instructions, very popular.
|
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432
|
|
|
|
|
00:40:43,760 --> 00:40:48,640
|
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|
So if I go over this page, then people want to jump into these building instructions.
|
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|
433
|
|
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|
|
00:40:48,640 --> 00:40:54,800
|
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|
|
So, and now we come to SEO aspects where I just say, that's why it makes no sense to present a
|
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|
434
|
|
|
|
|
00:40:54,800 --> 00:41:00,120
|
|
|
|
|
fly-out menu on many pages. Better a menu where I can see where I am right now and where
|
|
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|
435
|
|
|
|
|
00:41:00,120 --> 00:41:04,400
|
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|
|
I am right now. This is again and again where I have to discuss this with many customers,
|
|
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|
|
436
|
|
|
|
|
00:41:04,400 --> 00:41:10,360
|
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|
|
|
because someone who is in ladies' fashion does not buy a furniture cabinet wall now.
|
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437
|
|
|
|
|
00:41:10,360 --> 00:41:16,680
|
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|
|
He doesn't. But he is in his ladies' world or she is in his ladies' world and looks at things there.
|
|
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438
|
|
|
|
|
00:41:16,680 --> 00:41:24,200
|
|
|
|
|
If I'm wearing evening dresses, they bring you to the left, maybe blouses or jackets,
|
|
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|
|
|
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|
|
439
|
|
|
|
|
00:41:24,200 --> 00:41:30,240
|
|
|
|
|
even further. But they don't jump back and forth like that. You can see that very well with Zalando.
|
|
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|
|
|
|
|
|
|
440
|
|
|
|
|
00:41:30,240 --> 00:41:35,280
|
|
|
|
|
They have three theme worlds at the top, ladies, gentlemen and children. And if you go into gentlemen,
|
|
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|
|
|
|
441
|
|
|
|
|
00:41:35,280 --> 00:41:39,640
|
|
|
|
|
then you no longer see a menu. You have no way of getting to the ladies' skirt,
|
|
|
|
|
|
|
|
|
|
442
|
|
|
|
|
00:41:39,640 --> 00:41:44,360
|
|
|
|
|
which doesn't make any sense at all. And you can do that here, if you show this statistic.
|
|
|
|
|
|
|
|
|
|
443
|
|
|
|
|
00:41:44,360 --> 00:41:50,320
|
|
|
|
|
First make it really clear to many. Look, you have so much, you have 200 links on the page,
|
|
|
|
|
|
|
|
|
|
444
|
|
|
|
|
00:41:50,320 --> 00:41:57,400
|
|
|
|
|
but the relevant ones are these top 5, for example. And these are all themes near pages.
|
|
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|
|
|
|
|
|
|
445
|
|
|
|
|
00:41:57,400 --> 00:42:02,360
|
|
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|
|
That means that no one clicks across somehow and the reach of the menu does not have to go down
|
|
|
|
|
|
|
|
|
|
446
|
|
|
|
|
00:42:02,360 --> 00:42:07,160
|
|
|
|
|
to every third level so that I have 600 links at the top of the menu because I have such a large
|
|
|
|
|
|
|
|
|
|
447
|
|
|
|
|
00:42:07,160 --> 00:42:13,600
|
|
|
|
|
product range. Or in the news publisher of the newspaper publisher, who then says,
|
|
|
|
|
|
|
|
|
|
448
|
|
|
|
|
00:42:13,600 --> 00:42:18,360
|
|
|
|
|
yes, we have 84 places in the region and of course they should all be reachable. Yes,
|
|
|
|
|
|
|
|
|
|
449
|
|
|
|
|
00:42:18,360 --> 00:42:24,400
|
|
|
|
|
but if the places are then really far apart in the region and you just say,
|
|
|
|
|
|
|
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|
450
|
|
|
|
|
00:42:24,400 --> 00:42:29,640
|
|
|
|
|
yes, here from north to south it is somehow 180 kilometers, then no one looks at that anymore.
|
|
|
|
|
|
|
|
|
|
451
|
|
|
|
|
00:42:29,640 --> 00:42:34,480
|
|
|
|
|
So whoever is sitting at the very bottom doesn't look at the content at the top anymore, geographically speaking.
|
|
|
|
|
|
|
|
|
|
452
|
|
|
|
|
00:42:34,480 --> 00:42:40,880
|
|
|
|
|
So please always evaluate that. Unfortunately, only these top 5 here, I think that's a bit of a shame.
|
|
|
|
|
|
|
|
|
|
453
|
|
|
|
|
00:42:40,880 --> 00:42:45,280
|
|
|
|
|
I would also like, maybe for Lukas, you can, you can also listen, hopefully,
|
|
|
|
|
|
|
|
|
|
454
|
|
|
|
|
00:42:45,280 --> 00:42:50,720
|
|
|
|
|
that you could just expand into these transitions again somehow, so that you
|
|
|
|
|
|
|
|
|
|
455
|
|
|
|
|
00:42:50,720 --> 00:42:57,680
|
|
|
|
|
don't just see 5. User flow. As I said, for me it is always a very, very important topic,
|
|
|
|
|
|
|
|
|
|
456
|
|
|
|
|
00:42:57,680 --> 00:43:03,240
|
|
|
|
|
because I can derive so much from it. So because I want the people, the visitors
|
|
|
|
|
|
|
|
|
|
457
|
|
|
|
|
00:43:03,240 --> 00:43:07,040
|
|
|
|
|
of my website, the users, to come to my target pages, where I want them to be,
|
|
|
|
|
|
|
|
|
|
458
|
|
|
|
|
00:43:07,040 --> 00:43:11,320
|
|
|
|
|
namely on the product pages, maybe in the shop, or on the overview pages,
|
|
|
|
|
|
|
|
|
|
459
|
|
|
|
|
00:43:11,320 --> 00:43:17,280
|
|
|
|
|
on my news portals or whatever. I see how the user navigates,
|
|
|
|
|
|
|
|
|
|
460
|
|
|
|
|
00:43:17,280 --> 00:43:21,760
|
|
|
|
|
that is what is also asked very often. Yes, how is the behavior on the page?
|
|
|
|
|
|
|
|
|
|
461
|
|
|
|
|
00:43:21,760 --> 00:43:27,240
|
|
|
|
|
I can see that from this predecessor, successor. And when does the user start searching?
|
|
|
|
|
|
|
|
|
|
462
|
|
|
|
|
00:43:27,240 --> 00:43:33,560
|
|
|
|
|
I can see that from there. And from that I can, in turn, derive measures for SEO. How can I
|
|
|
|
|
|
|
|
|
|
463
|
|
|
|
|
00:43:33,560 --> 00:43:37,760
|
|
|
|
|
improve my menu structure and how can I improve the internal links?
|
|
|
|
|
|
|
|
|
|
464
|
|
|
|
|
00:43:37,760 --> 00:43:44,040
|
|
|
|
|
So that is of course a very, very important aspect, always in here. Tip number 5,
|
|
|
|
|
|
|
|
|
|
465
|
|
|
|
|
00:43:44,040 --> 00:43:50,040
|
|
|
|
|
the performance. It's nice that you know TUMO, yes, and I just see a great distribution here in the end
|
|
|
|
|
|
|
|
|
|
466
|
|
|
|
|
00:43:50,040 --> 00:43:55,760
|
|
|
|
|
. You say, okay, everything looks like this, yes, it's at least the same. You
|
|
|
|
|
|
|
|
|
|
467
|
|
|
|
|
00:43:55,760 --> 00:44:01,720
|
|
|
|
|
have one or two days here and a few outliers, but please, at this point, the page load time,
|
|
|
|
|
|
|
|
|
|
468
|
|
|
|
|
00:44:01,720 --> 00:44:05,560
|
|
|
|
|
that's something that Google also sees very, very quickly. And there are currently,
|
|
|
|
|
|
|
|
|
|
469
|
|
|
|
|
00:44:05,560 --> 00:44:12,480
|
|
|
|
|
in my opinion, too many error lines in this evaluation of TUMO. Because I just,
|
|
|
|
|
|
|
|
|
|
470
|
|
|
|
|
00:44:12,480 --> 00:44:18,040
|
|
|
|
|
depending on where, for example, I put the TUMO script in and maybe
|
|
|
|
|
|
|
|
|
|
471
|
|
|
|
|
00:44:18,040 --> 00:44:24,520
|
|
|
|
|
also load scripts beforehand and then reload TUMO only later. Because if that's with the
|
|
|
|
|
|
|
|
|
|
472
|
|
|
|
|
00:44:24,520 --> 00:44:28,920
|
|
|
|
|
tech manager, it might be different, but with the normal one, it just always needs that.
|
|
|
|
|
|
|
|
|
|
473
|
|
|
|
|
00:44:28,920 --> 00:44:33,400
|
|
|
|
|
That's why I always have a bit of a problem with measuring there. And also there,
|
|
|
|
|
|
|
|
|
|
474
|
|
|
|
|
00:44:33,400 --> 00:44:38,680
|
|
|
|
|
often seen after the module is still very, very new, also available since version 4,
|
|
|
|
|
|
|
|
|
|
475
|
|
|
|
|
00:44:38,680 --> 00:44:42,720
|
|
|
|
|
that I sometimes just see that there are still bugs in the preparation.
|
|
|
|
|
|
|
|
|
|
476
|
|
|
|
|
00:44:42,720 --> 00:44:48,280
|
|
|
|
|
That's why my tip at this point, if you go in, for example, and say you want to take the
|
|
|
|
|
|
|
|
|
|
477
|
|
|
|
|
00:44:48,280 --> 00:44:53,560
|
|
|
|
|
right loading time, then we take such tools as WebPageTest or Google PageSpeed,
|
|
|
|
|
|
|
|
|
|
478
|
|
|
|
|
00:44:53,560 --> 00:44:59,040
|
|
|
|
|
because they set the standard. That means, if I check that today, if I check that tomorrow, I
|
|
|
|
|
|
|
|
|
|
479
|
|
|
|
|
00:44:59,040 --> 00:45:03,760
|
|
|
|
|
always check it under the same conditions. In other words, the device behind it that
|
|
|
|
|
|
|
|
|
|
480
|
|
|
|
|
00:45:03,760 --> 00:45:08,440
|
|
|
|
|
captures the loading time, that's still with the same configuration. Here in this
|
|
|
|
|
|
|
|
|
|
481
|
|
|
|
|
00:45:08,440 --> 00:45:13,840
|
|
|
|
|
performance, you would actually have to filter it out now and say, for mobile devices and
|
|
|
|
|
|
|
|
|
|
482
|
|
|
|
|
00:45:13,840 --> 00:45:19,040
|
|
|
|
|
maybe sort out different brands there, what is the loading time there, how is it on the
|
|
|
|
|
|
|
|
|
|
483
|
|
|
|
|
00:45:19,040 --> 00:45:24,560
|
|
|
|
|
desktop. I would really have to go in here again and see where my problems actually hang.
|
|
|
|
|
|
|
|
|
|
484
|
|
|
|
|
00:45:24,560 --> 00:45:30,080
|
|
|
|
|
And these two tools are really to be recommended. Nevertheless, of course, there is also the
|
|
|
|
|
|
|
|
|
|
485
|
|
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00:45:30,080 --> 00:45:35,520
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topic of WebVirtuals, where I can quickly get these data into Matomo. And there are two
|
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486
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00:45:35,520 --> 00:45:40,920
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plugins that I would recommend to you. One is the Performance Auto Plugin. That is free,
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487
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00:45:40,920 --> 00:45:45,760
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is a bit tricky to install, I honestly write that too, because you need
|
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488
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00:45:45,760 --> 00:45:51,960
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Node.js here, because Node.js has to run on the server to calculate these values yourself and
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489
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00:45:51,960 --> 00:45:56,320
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then also to record for the pages. That means, a script runs through every night,
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490
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00:45:56,320 --> 00:46:01,000
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which then performs this calculation. The values that come out of it are very, very good.
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491
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00:46:01,000 --> 00:46:06,520
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So that also corresponds to what the other tools actually offer in this regard.
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492
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00:46:06,520 --> 00:46:11,400
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Plus, as I said, it's a bit tricky to install. But if you can do that,
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493
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00:46:11,400 --> 00:46:16,840
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then you have all these values. And on the other hand, there is a cost-effective one from
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494
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00:46:16,840 --> 00:46:23,640
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InnoCraft, i.e. from Matomo itself. That is cost-effective, yes, but at this point it is
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495
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00:46:23,640 --> 00:46:29,480
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simply, let's say, easier to integrate into this whole topic. The data
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496
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00:46:29,480 --> 00:46:34,480
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investigation is a bit different at this point. Here the API is pulled from Google.
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497
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00:46:34,480 --> 00:46:40,000
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That's nice and good, but not necessarily the super cool effect on very large pages.
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498
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00:46:40,000 --> 00:46:46,000
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Because you only have a certain number of API credits at Google and I think they go up to
|
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499
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00:46:46,000 --> 00:46:52,040
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10,000. So if you have a page where you say 15,000-20,000 sub-pages and I would like to have it for every page,
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500
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00:46:52,040 --> 00:46:58,600
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then this is not the point. Both tools, however, in the end show similar metrics.
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501
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00:46:58,600 --> 00:47:04,120
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They tell me exactly what is going on on my page, so to speak, in relation to these web
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502
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00:47:04,120 --> 00:47:11,680
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websites, bad, CLS, LCP, these values, also the overview average, which Google or in the end
|
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503
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00:47:11,680 --> 00:47:19,120
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which score is achieved there. You can see that in both tools. So it's about tip 6, the last tip,
|
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504
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00:47:19,120 --> 00:47:24,560
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so to speak, to identify the bad link givers. So bad link givers are of course
|
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505
|
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00:47:24,560 --> 00:47:29,840
|
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also pages that may bring me visitors, but then also send bad signals on my
|
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506
|
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|
00:47:29,840 --> 00:47:36,120
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page. And you should just take a look at the source. And you have
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507
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|
00:47:36,120 --> 00:47:42,160
|
|
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|
|
these actions here on average, how many actions there were. And if I have sources
|
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|
508
|
|
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|
00:47:42,160 --> 00:47:49,000
|
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|
in it, where I notice, for example, that visitors are coming, but unfortunately I get a very high
|
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509
|
|
|
|
|
00:47:49,000 --> 00:47:54,680
|
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jump rate here. And the pass rate is also very, very low for the visitors. Then I can
|
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510
|
|
|
|
|
00:47:54,680 --> 00:48:01,920
|
|
|
|
|
read these out here right away and show them to me. And then see, also in the segmentation log,
|
|
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|
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|
511
|
|
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|
00:48:01,920 --> 00:48:06,040
|
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|
|
which is also a very good overview. If you then drive over these links here, then you get
|
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512
|
|
|
|
|
00:48:06,040 --> 00:48:13,400
|
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|
|
them already shown. Where did they arrive? And then see, okay, can I maybe write down the link giver
|
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513
|
|
|
|
|
00:48:13,400 --> 00:48:17,880
|
|
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|
|
and say, look, this content there, it doesn't somehow fit with yours, what you
|
|
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|
514
|
|
|
|
|
00:48:17,880 --> 00:48:23,440
|
|
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|
|
have linked. Can you maybe adjust that again? Maybe I could optimize it that way. Or I
|
|
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|
|
|
|
|
515
|
|
|
|
|
00:48:23,440 --> 00:48:28,960
|
|
|
|
|
can also think about it, because there are also many spam portals or referer spam at this
|
|
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|
|
|
|
|
516
|
|
|
|
|
00:48:28,960 --> 00:48:34,520
|
|
|
|
|
point, which can then also be filtered out or blocked out. So I can get a little bit of
|
|
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|
|
517
|
|
|
|
|
00:48:34,520 --> 00:48:41,200
|
|
|
|
|
a grip on that. And again, the best links are of course also the ones that bring visitors to me,
|
|
|
|
|
|
|
|
|
|
518
|
|
|
|
|
00:48:41,200 --> 00:48:47,160
|
|
|
|
|
so to speak, count here as backlinks. I can then also take a look at them and
|
|
|
|
|
|
|
|
|
|
519
|
|
|
|
|
00:48:47,160 --> 00:48:52,360
|
|
|
|
|
also derive measures from them for SEO. As I said, that's actually it, unfortunately
|
|
|
|
|
|
|
|
|
|
520
|
|
|
|
|
00:48:52,360 --> 00:48:57,280
|
|
|
|
|
already at the end. I just explained that again as a summary of two minutes. That means
|
|
|
|
|
|
|
|
|
|
521
|
|
|
|
|
00:48:57,280 --> 00:49:01,800
|
|
|
|
|
always see the jump rate and expiration date in context. I think that's very, very important,
|
|
|
|
|
|
|
|
|
|
522
|
|
|
|
|
00:49:01,800 --> 00:49:08,600
|
|
|
|
|
especially to track sync content. The data layers, the data information that I have,
|
|
|
|
|
|
|
|
|
|
523
|
|
|
|
|
00:49:08,600 --> 00:49:14,160
|
|
|
|
|
should be enriched with different custom dimensions, with events, for example,
|
|
|
|
|
|
|
|
|
|
524
|
|
|
|
|
00:49:14,160 --> 00:49:21,880
|
|
|
|
|
to be able to filter better here and to see the data better. Use segments intensively,
|
|
|
|
|
|
|
|
|
|
525
|
|
|
|
|
00:49:21,880 --> 00:49:28,840
|
|
|
|
|
so as I said, typical segments, channel type and device type, because then I can
|
|
|
|
|
|
|
|
|
|
526
|
|
|
|
|
00:49:28,840 --> 00:49:35,400
|
|
|
|
|
also make comparisons again, use events more intensively, set up 400 or 500 errors
|
|
|
|
|
|
|
|
|
|
527
|
|
|
|
|
00:49:35,400 --> 00:49:41,120
|
|
|
|
|
that an event is then sent immediately, use the scroll depth to identify
|
|
|
|
|
|
|
|
|
|
528
|
|
|
|
|
00:49:41,120 --> 00:49:45,920
|
|
|
|
|
whether the article was really read down to the bottom. Of course, it is not that
|
|
|
|
|
|
|
|
|
|
529
|
|
|
|
|
00:49:45,920 --> 00:49:53,520
|
|
|
|
|
significant, but it is definitely better to see 1000 pages and only 20 have seen the
|
|
|
|
|
|
|
|
|
|
530
|
|
|
|
|
00:49:53,520 --> 00:49:57,440
|
|
|
|
|
footer at the bottom, because then I just see, okay, maybe the people have already
|
|
|
|
|
|
|
|
|
|
531
|
|
|
|
|
00:49:57,440 --> 00:50:01,640
|
|
|
|
|
left before and haven't read it to the end. So be sure to use scroll depth.
|
|
|
|
|
|
|
|
|
|
532
|
|
|
|
|
00:50:01,640 --> 00:50:06,640
|
|
|
|
|
User path, that's just very, very important for the internal structure of the website.
|
|
|
|
|
|
|
|
|
|
533
|
|
|
|
|
00:50:06,640 --> 00:50:11,280
|
|
|
|
|
Do I maybe have a menu somewhere where I also, and that's what I always say,
|
|
|
|
|
|
|
|
|
|
534
|
|
|
|
|
00:50:11,280 --> 00:50:16,960
|
|
|
|
|
I'm a fan of Zillowing and Zillowing means I only have links on my pages that are
|
|
|
|
|
|
|
|
|
|
535
|
|
|
|
|
00:50:16,960 --> 00:50:22,480
|
|
|
|
|
in the topic environment. That's also what I find very, very well implemented in the fashion
|
|
|
|
|
|
|
|
|
|
536
|
|
|
|
|
00:50:22,480 --> 00:50:28,740
|
|
|
|
|
area at Zalando, because when I'm in a world, in a
|
|
|
|
|
|
|
|
|
|
537
|
|
|
|
|
00:50:28,740 --> 00:50:33,840
|
|
|
|
|
theme world, then I only have links on the page that also have to do with this
|
|
|
|
|
|
|
|
|
|
538
|
|
|
|
|
00:50:33,840 --> 00:50:40,040
|
|
|
|
|
theme world and no longer 600 links over the menu. And just predecessors and successors,
|
|
|
|
|
|
|
|
|
|
539
|
|
|
|
|
00:50:40,040 --> 00:50:45,280
|
|
|
|
|
that's exactly the point. There I can show these data to the customer and say,
|
|
|
|
|
|
|
|
|
|
540
|
|
|
|
|
00:50:45,280 --> 00:50:50,720
|
|
|
|
|
look, these are the frequent links that are also clicked there. So the interest is there.
|
|
|
|
|
|
|
|
|
|
541
|
|
|
|
|
00:50:50,720 --> 00:50:56,440
|
|
|
|
|
The internal search can help me to better identify these contents that are
|
|
|
|
|
|
|
|
|
|
542
|
|
|
|
|
00:50:56,440 --> 00:51:02,480
|
|
|
|
|
searched for. With us it was quite classic in the shop that the people wrote a lot of brands wrong,
|
|
|
|
|
|
|
|
|
|
543
|
|
|
|
|
00:51:02,480 --> 00:51:06,160
|
|
|
|
|
because they didn't know it better either. And in the end we just expanded our
|
|
|
|
|
|
|
|
|
|
544
|
|
|
|
|
00:51:06,160 --> 00:51:12,200
|
|
|
|
|
internal search so that we could enter aliases there and then in the end
|
|
|
|
|
|
|
|
|
|
545
|
|
|
|
|
00:51:12,200 --> 00:51:17,120
|
|
|
|
|
led the people back to the right direction and thus generated more revenue. That wasn't
|
|
|
|
|
|
|
|
|
|
546
|
|
|
|
|
00:51:17,120 --> 00:51:22,560
|
|
|
|
|
so bad either. And also to cover up the bad links. So what brings me visitors,
|
|
|
|
|
|
|
|
|
|
547
|
|
|
|
|
00:51:22,560 --> 00:51:29,640
|
|
|
|
|
but these visitors are all, rather, bad values, bad signals in relation to
|
|
|
|
|
|
|
|
|
|
548
|
|
|
|
|
00:51:29,640 --> 00:51:35,880
|
|
|
|
|
values such as jump rate and passing time or then of course in the e-commerce area, where I say
|
|
|
|
|
|
|
|
|
|
549
|
|
|
|
|
00:51:35,880 --> 00:51:41,880
|
|
|
|
|
I track my goals and my conversions. There is also the which bad back links,
|
|
|
|
|
|
|
|
|
|
550
|
|
|
|
|
00:51:41,880 --> 00:51:46,280
|
|
|
|
|
so to speak, never count on my whole things. Maybe just a note,
|
|
|
|
|
|
|
|
|
|
551
|
|
|
|
|
00:51:46,280 --> 00:51:51,120
|
|
|
|
|
because it just flew around in the other project. Please pay more attention to what
|
|
|
|
|
|
|
|
|
|
552
|
|
|
|
|
00:51:51,120 --> 00:51:56,000
|
|
|
|
|
Blogspot is doing right now. So they don't do it themselves, but they have a huge
|
|
|
|
|
|
|
|
|
|
553
|
|
|
|
|
00:51:56,000 --> 00:52:00,320
|
|
|
|
|
band problem right now and we already have two or three large newspaper publishers who really had to
|
|
|
|
|
|
|
|
|
|
554
|
|
|
|
|
00:52:00,320 --> 00:52:05,800
|
|
|
|
|
suffer. Yes, that's it from my side. As I said, here again my contact details.
|
|
|
|
|
|
|
|
|
|
555
|
|
|
|
|
00:52:05,800 --> 00:52:11,480
|
|
|
|
|
Feel free to write to me via the various platforms if you have any questions.
|
|
|
|
|
|
|
|
|
|
556
|
|
|
|
|
00:52:11,480 --> 00:52:21,080
|
|
|
|
|
Yes, and otherwise I hope that the lecture was good and despite the short interruption that you
|
|
|
|
|
|
|
|
|
|
557
|
|
|
|
|
00:52:21,080 --> 00:52:27,360
|
|
|
|
|
could take a lot with you. Exactly, so if there are still questions now, I don't want to
|
|
|
|
|
|
|
|
|
|
558
|
|
|
|
|
00:52:27,360 --> 00:52:35,560
|
|
|
|
|
discourage you. And I can turn on my camera here too. Then you also have a picture for the
|
|
|
|
|
|
|
|
|
|
559
|
|
|
|
|
00:52:35,560 --> 00:52:46,200
|
|
|
|
|
face. If that now transfers a picture to the film. Exactly, so hello from me too.
|
|
|
|
|
|
|
|
|
|
560
|
|
|
|
|
00:52:46,200 --> 00:52:59,640
|
|
|
|
|
Exactly, so if there are questions, please just put yourself through. Yes, I had already
|
|
|
|
|
|
|
|
|
|
561
|
|
|
|
|
00:52:59,640 --> 00:53:04,040
|
|
|
|
|
initially, as you talked about the topic of jump rates, I wrote in the chat
|
|
|
|
|
|
|
|
|
|
562
|
|
|
|
|
00:53:04,040 --> 00:53:10,040
|
|
|
|
|
that you can also set the heartbeat timer. Exactly, yes. That even on a single page,
|
|
|
|
|
|
|
|
|
|
563
|
|
|
|
|
00:53:10,040 --> 00:53:14,480
|
|
|
|
|
I have a blog and there I have a very high jump rate on one page,
|
|
|
|
|
|
|
|
|
|
564
|
|
|
|
|
00:53:14,480 --> 00:53:19,040
|
|
|
|
|
that's why I discovered the heartbeat timer, at least to measure a stay time.
|
|
|
|
|
|
|
|
|
|
565
|
|
|
|
|
00:53:19,040 --> 00:53:24,320
|
|
|
|
|
That might be an important note. Exactly, maybe also here at this point, there are a lot of
|
|
|
|
|
|
|
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566
|
|
|
|
|
00:53:24,320 --> 00:53:30,720
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|
|
ideas from Google Analytics to switch over to Matomo. There it is also the case that, for example,
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567
|
|
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|
00:53:30,720 --> 00:53:37,280
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|
in Google Analytics, the events, when I set them, for example, something like button clicks
|
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568
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|
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00:53:37,280 --> 00:53:43,880
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|
or downloads and so on, that they then also completely, so to speak, the jump rate
|
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569
|
|
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|
00:53:43,880 --> 00:53:47,960
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|
or also the stay time, then also send. That means there is simply a different
|
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570
|
|
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|
|
00:53:47,960 --> 00:53:52,600
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|
|
way of doing things than we do at Matomo. That's why at this point, really a very good tip,
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571
|
|
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|
00:53:52,600 --> 00:53:57,400
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|
also with the heartbeat timer. However, it is not used that often,
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572
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|
00:53:57,400 --> 00:54:02,280
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because I also have the problem very, very often that it sends every 15 seconds,
|
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573
|
|
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|
|
00:54:02,280 --> 00:54:07,080
|
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|
I can configure that. First of all, it sends every 15 seconds back home,
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574
|
|
|
|
|
00:54:07,080 --> 00:54:12,960
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|
|
which for many is similar to a page impression, leads to great loads. And the second
|
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575
|
|
|
|
|
00:54:12,960 --> 00:54:18,360
|
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|
is that many already have historical data, which of course no longer work properly,
|
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576
|
|
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|
|
00:54:18,360 --> 00:54:25,360
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|
because you then compare before heartbeat timer to the right times. I definitely recommend heartbeat timer
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577
|
|
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|
|
00:54:25,360 --> 00:54:30,680
|
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|
in any case. Especially, of course, when you have single page applications,
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578
|
|
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|
|
00:54:30,680 --> 00:54:34,760
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|
you know that very often in the meantime. There is only one page and there are
|
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579
|
|
|
|
|
00:54:34,760 --> 00:54:38,840
|
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|
|
perhaps different anchor jumps on the website and then I have no
|
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580
|
|
|
|
|
00:54:38,840 --> 00:54:44,240
|
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|
|
values to pass by. And that's why, as I said, at this point a lot of good
|
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|
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|
|
581
|
|
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|
|
00:54:44,240 --> 00:54:47,240
|
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|
|
use of this heartbeat timer.
|
|
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|
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|
582
|
|
|
|
|
00:54:53,920 --> 00:55:02,160
|
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|
|
|
Oh, one more note, especially for those who have joined the WordPress plugin in Matomo,
|
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|
|
|
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|
|
583
|
|
|
|
|
00:55:02,160 --> 00:55:06,040
|
|
|
|
|
the heartbeat timer can be activated very easily with a little hook.
|
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|
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|
584
|
|
|
|
|
00:55:06,040 --> 00:55:11,280
|
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|
|
Exactly, you have to say that didn't work at the beginning, you still repaired something,
|
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|
585
|
|
|
|
|
00:55:11,280 --> 00:55:18,920
|
|
|
|
|
because the heartbeat timer was a bit destroyed with version 4 and couldn't be set up properly
|
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|
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|
586
|
|
|
|
|
00:55:18,920 --> 00:55:23,920
|
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|
|
via the tech manager. That should now also work, as I said, from WordPress.
|
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|
587
|
|
|
|
|
00:55:23,920 --> 00:55:28,720
|
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|
|
|
I also know it, most of the net users really use WordPress and that's where it works.
|
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|
|
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|
588
|
|
|
|
|
00:55:28,720 --> 00:55:34,960
|
|
|
|
|
Should you just be aware that it is always sent home every 15 seconds,
|
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|
589
|
|
|
|
|
00:55:34,960 --> 00:55:39,960
|
|
|
|
|
for example, it will be said, I'm still there, I'm still there, I'm still there.
|
|
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|
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|
590
|
|
|
|
|
00:55:39,960 --> 00:55:46,960
|
|
|
|
|
Yes, so if there are no more questions, I'm also on Facebook, I'm on Xing,
|
|
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|
|
|
|
|
|
|
591
|
|
|
|
|
00:55:46,960 --> 00:55:51,960
|
|
|
|
|
you should also find me relatively easily on the Internet. If there are still questions,
|
|
|
|
|
|
|
|
|
|
592
|
|
|
|
|
00:55:51,960 --> 00:55:56,960
|
|
|
|
|
go to the workshop or maybe just topics where you want to discuss it or say,
|
|
|
|
|
|
|
|
|
|
593
|
|
|
|
|
00:55:56,960 --> 00:56:02,960
|
|
|
|
|
yes, I might see it differently, I'm very open, as I said, as far as the whole topic is concerned.
|
|
|
|
|
|
|
|
|
|
594
|
|
|
|
|
00:56:02,960 --> 00:56:07,960
|
|
|
|
|
Yes, otherwise I thank you, I hope, as I said, it was an interesting lecture,
|
|
|
|
|
|
|
|
|
|
595
|
|
|
|
|
00:56:07,960 --> 00:56:12,960
|
|
|
|
|
the slides and so on, the recording and all that, I hope that it will also be distributed
|
|
|
|
|
|
|
|
|
|
596
|
|
|
|
|
00:56:12,960 --> 00:56:17,960
|
|
|
|
|
by Matomo himself or by the organizers here and shared.
|
|
|
|
|
|
|
|
|
|
597
|
|
|
|
|
00:56:17,960 --> 00:56:36,960
|
|
|
|
|
And yes, then I thank you for your attention and I look forward to seeing you again.
|
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|