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Google Analytics & SEO Blogging. JCiEdinburgh - Ben Rogers - Attacat
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Google Analytics & SEO Blogging. JCiEdinburgh - Ben Rogers - Attacat


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  • DEFINE ACTIONABLEFree tool for analysing your website traffic
  • A funnel is just a series of steps before a goal conversion. The easiest way to explain this using the example of a shopping cart on an e-commerce site. The visitor will have to complete a number of steps from seeing the item to having the purchase confirmed. Steps such as registering, adding delivery address details, confirming the order, making payment & seeing the receipt page.These steps will always be in the same order but it doesn’t matter if the visitor misses out a step or returns halfway through the funnel.The funnel gives us great information about which areas of the sales process is not working – are people leaving when they see how many details they have to enter just to register, do they get to the confirmation stage & see the high shipping costs and leave? The small example to the side there shows that people enter and leave the funnel at different stage but shows us an overview of how successful the sales funnel process is.I’ve given a B2C example here but again this is just as relevant on a B2B site – do you ask for details before the download of a white paper? Is there a registration process for new users?
  • Option 1 – “OK, boss” Suck upOption 2 – “No way – you’re wrong!”P45Option 3 – “Let’s test it against my idea & the loser buys lunch”Scientific, more fun & lower chance of the P45 scenario
  • Much better than the Analytics overlay as:Much better visual representationShows where people have tried to click inc where you shouldn’t click
  • So sexy, it hurts. Records mouse movements and clicks:Can watch recordings of individuals move through your websiteCrazy Egg style heat mapsBrilliant for forms – identifies problem fields really easily.
  • Present your product for 1 minute Everyone else then spends a couple of minutes coming up with possible keywords for their business – how you would search, how other people may searchWhite all up on the white boardLooking for the big split of keywords that people may useGood idea to bring in a few people for a 10 minute brainstorming session to get ideas of how people may search then use the KW tool to check search volujes
  • Transcript

    • 1. Google Analytics & SEO
      Ben Rogers
    • 2. Contacting me
      Skype: attacatben
      LinkedIn: Ben Rogers
      0131 220 1441
    • 3.
    • 4. The Business Case
      two ways to double website sales
    • 5. What is this Google Analytics anyway...
      Sexy graphs of what people are doing on your website
      It’s free! Zip! £0! FA! But Why?
    • 6. Using the data
      What sort of questions do you want to answer about your own websites?
    • 7. Key Terms
      Accessing and using your data effectively
    • 8. Hits, Visitors & Visits
      Hits (don’t use!)
      Download of a single file from the server
      1 page can actually show as multiple hits
      HTML files, CSS files, images
      Visitors are unique
      Visitors are tracked using 1st party cookies
      One person could show as several visitors – if they are using a different computer for example
      The number of times someone has visited your site
      Sessions time out after 30 minutes of inactivity. Activity after this will record a new visit.
      New vs. Returning Visitors
      Visitors are tracked with cookies, if the cookie exists they are retuning if not they are new
    • 9. Page Views & Unique Page Views
      A Page View is defined as a view of a page on your site that is being tracked by the Analytics tracking code. If a visitor hits reload after reaching the page, this will be counted as an additional page view. If a user navigates to a different page and then returns to the original page, a second page view will be recorded as well.
      A Unique Page View, as seen in the Top Content report, aggregates page views that are generated by the same user during the same session. A unique page view represents the number of sessions during which that page was viewed one or more times.
    • 10. Key Terms – Bounce Rate
      Bounce Rate
      Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.
      GGA: Google Analytics Seminar
    • 11. Key Terms – Exit Rate
      Exit Rate
      Exit rate shows the percentage of visitors who left your site at the named page
      GGA: Google Analytics Seminar
    • 12. Exit Pages
      Where people get fed-up & leave!
      What should you pay attention to...
      ‘Utility’ pages are the ones to watch
      About Us
      Terms & Conditions
      Contact Us
      Delivery Information
    • 13. Setting Up Goals in Google Analytics
    • 14. Goal setting
      Take your KPIs & set them as goals in Analytics
      Sales, downloads, email links, contact form submissions, donations, video content views, newsletter registrations, time on site, key page views, visits even
      Create funnels for linear progressions to a KPI (e.g. checkout process)
    • 15. Google Conversion University
      Lots of useful help files & presentations
      Creating Goals:
    • 16. Goals & Funnels – before
      Slides removed
    • 17. Want to learn more?!
    • 18. Google Conversion University
      Learning centre to study for the Google Analytics Individual Qualification (IQ)
      Good resource for basic navigation, interpreting reports & in-depth analysis
    • 19. Books
      Great Google Analytics ‘handbook’
      Great for more advanced web analytics & theory
    • 20. Blogs
    • 21. Who, What, When, Why
      What numbers & stats can't tell you
    • 22. Putting the Why into the What
      Google Analytics can help you understand what your visitors did – Not Why!
      Use other tools to help close the loop
      Low cost usability testing
      Google Website Optimiser
      Was this article helpful
      Ask for feedback
    • 23. Low cost usability testing
      Rocket Surgery Made Easy – Steve Krug
      Simple, quick wins, ongoing exercise, fast, cheap!
    • 24. The HiPPO in the room
      Highest Paid Person’s Opinion (wins)
      “Change that picture on the home page to something else.”
    • 25. Results – 20% uplift
      Slides removed
    • 26. Crazy Egg - $9/month
    • 27. ClickTale – from $99/month
    • 28. 4Q Perceptions - free
    • 29. search engine optimisation
    • 30. A Brief History of Web Search
    • 31. what is SEO?
    • 32. what is SEO?
      great internet marketing leads to great search engine rankings
      on-page & off-page factors
      page structure
      site architecture
      website speed
      Google products data?
      the social factor
    • 33. Ranking Factors?
    • 34. On Page Ranking Factors?
    • 35. Why blog – the expert opinion!
    • 36. Keyword Research
      30 second presentation
      By ?
    • 37. Take-aways
      It’s about 100’s, 1000’s or even 10,000’s of phrases
      Very easy to leave a large chunk of business on the table.
    • 38. Your Keyword Universe
      Descriptive terms – e.g. Showers
      Brands – e.g. Mira
      Adjectives e.g. Cheap Showers
      Geography – e.g. Glasgow Shower Shop
      Misspellings – e.g. Mirar
      Use of – e.g. Shower fitting
      Related – e.g. bathroom mould
    • 39. Keyword Research
      Brainstorm with Colleagues
      Look at competitors sites
      Ask existing customers
      Website logs & Analytics
      In site search logs
      Use keyword tools
    • 40. AdWords Keyword Tool
    • 41. SEO & Blogging
    • 42. Why Blogging is Good for SEO
      Many organisations who blog, enjoy good search engine rankings. Is this because Google thinks blogs deserve to get a ranking boost? Probably not.
      The ranking boosts are more indirect. It just so happens that blogging encourages a lot of practices that tick the search engine algorithms’ boxes.
    • 43. Good Quality Informational Content
      Made up statistic of the day!
      Informational searching involves looking for a specific fact or topic
      Navigational searching seeks to locate a specific web site
      Transactional searching looks for information related to buying a particular product or service
      Research by: Penn State Uni
      80% - 10% - 10%
    • 44. Fresh Content
      Ranking factor?
      Sites or Pages
      Attacat Google Caffeine experiment
      “way to get blog comments”
    • 45. Depth of Content
      What will rank better?
      Page about mugs
      Site with lots of pages about different aspects of mugs & general mug chit chat
    • 46. Search Engine Friendly Content
      Easy for the search engines to index
      Well considered site architecture for optimisation
      Tags & categories
      Tags are keywords & searchy
      Categories are navigational & structural
    • 47. 9 Tips
      In approximate reverse order!
      Update URLs
      Full version of your post is available in ONE place alone
      See Attacat Brain snippets
      Link to other posts & pages
      Use anchor text
      i.e. Write something that includes your keywords & make the link from them.
    • 48. 9 Tips
      Use tags & categories
      Tags are keywords & searchy
      Categories are navigational & structural
      Build the blog into your main site
      not as a separate entity
      Unless you have a good business decision behind it!
      Use a leading blogging platform (self hosted)
      Posterous, Blogger,, Tumblr (in that order!)
    • 49. 9 Tips
      Market your blog!
      Sharing buttons
      Press releases (for great posts!)
      Quality links
      Exposure to media
      Qualified traffic
      Search engine exposure
    • 50. SEO is Easy
      Because all you have to do is:
      Create a good site;
      Include the phrases that you want to be found for within the copy of your website;
      get lots of relevant sites to link to you;
      get users engaging with your site.
    • 51. SEO is Flippin’ Difficult
      Because you have to:
      Create a good site;
      Include the phrases that you want to be found for within the copy of your website;
      get lots of relevant sites to link to you;
      get users engaging with your site.
    • 52. DIY? Or leave it to the “experts”?
    • 53. CEO, designers, hr department, developers, copy writers,
      R&D,marketing department, management team, customer service department, sales department, corporate comms, operations, it department
    • 54. Ask me Questions!
      Skype: attacatben
      LinkedIn: Ben Rogers
      0131 220 1441