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

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

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

  • Google Analytics & SEO
    Ben Rogers
  • Contacting me
    www.twitter.com/attacatben
    Skype: attacatben
    LinkedIn: Ben Rogers
    ben@attacat.co.uk
    0131 220 1441
    www.attacat.co.uk/contact-us
  • The Business Case
    two ways to double website sales
    or
  • What is this Google Analytics anyway...
    Sexy graphs of what people are doing on your website
    It’s free! Zip! £0! FA! But Why?
  • Using the data
    What sort of questions do you want to answer about your own websites?
  • Key Terms
    Accessing and using your data effectively
  • 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
    Visitor
    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
    Visits
    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
  • 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.
  • 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
  • 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
  • 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
    FAQs
  • Setting Up Goals in Google Analytics
  • 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)
  • Google Conversion University
    Lots of useful help files & presentations
    Creating Goals:
    http://services.google.com/analytics/breeze/en/goals/index.html
  • Goals & Funnels – before
    Slides removed
  • Want to learn more?!
  • Google Conversion University
    http://www.google.com/support/conversionuniversity
    Learning centre to study for the Google Analytics Individual Qualification (IQ)
    Good resource for basic navigation, interpreting reports & in-depth analysis
  • Books
    Great Google Analytics ‘handbook’
    Great for more advanced web analytics & theory
  • Blogs
    http://www.advanced-web-metrics.com/blog
    http://www.kaushik.net/avinash/
    http://analytics.blogspot.com/
  • Who, What, When, Why
    What numbers & stats can't tell you
  • 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
    Surveys
    Was this article helpful
    Ask for feedback
  • Low cost usability testing
    Rocket Surgery Made Easy – Steve Krug
    Simple, quick wins, ongoing exercise, fast, cheap!
  • The HiPPO in the room
    Highest Paid Person’s Opinion (wins)
    “Change that picture on the home page to something else.”
    From: http://farm4.static.flickr.com/3559/3447007036_e8a612b89d.jpg
  • Results – 20% uplift
    Slides removed
  • Crazy Egg - $9/month
  • ClickTale – from $99/month
  • 4Q Perceptions - free
  • search engine optimisation
  • A Brief History of Web Search
    http://vimeo.com/11111177
  • what is SEO?
  • what is SEO?
    great internet marketing leads to great search engine rankings
    on-page & off-page factors
    content
    page structure
    site architecture
    usability/accessibility
    links
    website speed
    Google products data?
    the social factor
  • Ranking Factors?
  • On Page Ranking Factors?
  • Why blog – the expert opinion!
    http://www.youtube.com/watch?v=livzJTIWlmY
  • Keyword Research
    30 second presentation
    By ?
  • 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.
  • 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
  • Keyword Research
    Brainstorm with Colleagues
    Look at competitors sites
    Ask existing customers
    Website logs & Analytics
    In site search logs
    Use keyword tools
  • AdWords Keyword Tool
  • SEO & Blogging
  • 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.
  • 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%
  • Fresh Content
    Ranking factor?
    Sites or Pages
    Attacat Google Caffeine experiment
    “way to get blog comments”
  • Depth of Content
    What will rank better?
    Page about mugs
    Site with lots of pages about different aspects of mugs & general mug chit chat
  • 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
  • 9 Tips
    In approximate reverse order!
    Update URLs
    www.blog.com/?post=1&articleid=3
    www.blog.com/this-is-my-blog-post-name
    Full version of your post is available in ONE place alone
    See Attacat Brain snippets
    Linking
    Link to other posts & pages
    Use anchor text
    i.e. Write something that includes your keywords & make the link from them.
  • 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
    Wordpress.org (self hosted)
    Posterous, Blogger, Wordpress.com, Tumblr (in that order!)
  • 9 Tips
    Market your blog!
    Sharing buttons
    Feedburner
    Press releases (for great posts!)
    Quality links
    Exposure to media
    Qualified traffic
    Search engine exposure
    Write GREAT CONTENT
  • 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.
  • 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.
  • DIY? Or leave it to the “experts”?
  • CEO, designers, hr department, developers, copy writers,
    R&D,marketing department, management team, customer service department, sales department, corporate comms, operations, it department
  • Ask me Questions!
    www.twitter.com/attacatben
    Skype: attacatben
    LinkedIn: Ben Rogers
    ben@attacat.co.uk
    0131 220 1441
    www.attacat.co.uk/contact-us