Optimization & analytics

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Optimization & analytics

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  • Topic:Search EngineOptimization & Website AnalyticsWhat you will learn:What is SEO and how it worksUnderstanding your buyer persona for effective SEOMaking use of AnalyticsQuestions to the end please.
  • Lets start broadly and look at the internet and search engines.Ask: What Is SEO?Answer: SEO is improving your website so it can be found in search engines like Google.Using Google a lot in preso.Not because I’m being paid.But because like the beach in summerIt’s our favorite search engine with 94% of Australians using it.
  • Answer: Google is trying to find the most relevant results for the phrase that you search.
  • Answer: By optimizing your website to target the people you want to come to it.
  • Shows how a Google Search WorksPlay video.The video helps explain how a Google search works. And SEO is all about helping Google make sure that it’s search results are the most useful and relevant.
  • Before you start optimizing you need to know who you are optimizing for.Does any one know who exactly you are optimizing for?Answer: On paper you are optimizing for Google however you are really optimizing for is what we call, your buyer persona.Creating your buyer persona helps you understand the needs and wants of your customers.Once you understand who they are you will stand a greater chance of communicating and persuading them to take action.
  • Meet Nicola.Driven Marketing ManagerShe has a supportive IT managerand is overseen by interested CEOThe team works collaboratively, communicate regularly and strive for the best results for the organization.On our website we want Nicola to:Download some informationConnect with us via social media/emailEnquire about our servicesWe have her a name so that we could visualize who is was that we are communicating to when implementing SEO.In fact we actually have 5 ladies who are our clients with the name Nicola.
  • Short activity.You may have already done this as a part of Marketing.Who is your buyer persona?Describe your perfect customer? Give them a name.What do you want them to do?Goal? Purchase, enquire, connect or get information.Pick 2 people who have a name and read their short description.
  • The most important message:Understand Your Buyer Persona And What You Want Them To Do On Your Site!Google continually changes how they rank their page.However if you focus on your buyer persona and implement a few tip & tricks then you can have successful SEO.Now that you know who you want to come to your website, it’s time to optimize.
  • Who was a boy scout?Oxygen, Fuel & heatWhat happens when one of these is removed?The fire goes out
  • Know your buyer personaKnowing your buyer persona will help you make decisions about your content and flags.Heard the term – Content is King?SEO companies believe that king content to be the single most important rule.The prettiest website in the world won’t be found in Google if the text and images are not appealing.3 major reasons why:Engages the reader. Don’t dribble.Increases search engine rankings and traffic. Google loves content.Promotes the likelihood of quality links from other sites.The easiest way to produce King Content is through a blog.Make sure you have flags.Flags are things that Google will be looking at when it compares your web page with all the others.They help answer the 200 questions that Google asks. 3 most important FlagsLinks – Inbound links to your website tells Google that you are an expert and gives proof that others see you as the expert.Keywords – What is the subject of your page in one word? Use this word and synonyms of that word on your page. BUT be genuine and honest. Google knows.SEO OnPage practices – Technical side of things <tags>, headings & URLs
  • Know your buyer personaKnowing your buyer persona will help you make decisions about your content and flags.
  • Heardthe term – Content is King?SEO companies believe that king content to be the single most important rule.The prettiest website in the world won’t be found in Google if the text and images are not appealing.3 major reasons why:Engages the reader. Don’t dribble.Increases search engine rankings and traffic. Google loves content.Promotes the likelihood of quality links from other sites.The easiest way to produce King Content is through a blog.
  • Make sure you have flags.Flags are things that Google will be looking at when it compares your web page with all the others.They help answer the 200 questions that Google asks. 3 most important FlagsLinks – Inbound links to your website tells Google that you are an expert and gives proof that others see you as the expert.Keywords – What is the subject of your page in one word? Use this word and synonyms of that word on your page. BUT be genuine and honest. Google knows.SEO OnPage practices – Technical side of things <tags>, headings & URLs
  • Know your buyer personaKnowing your buyer persona will help you make decisions about your content and flags.Heard the term – Content is King?SEO companies believe that king content to be the single most important rule.The prettiest website in the world won’t be found in Google if the text and images are not appealing.3 major reasons why:Engages the reader. Don’t dribble.Increases search engine rankings and traffic. Google loves content.Promotes the likelihood of quality links from other sites.The easiest way to produce King Content is through a blog.Make sure you have flags.Flags are things that Google will be looking at when it compares your web page with all the others.They help answer the 200 questions that Google asks. 3 most important FlagsLinks – Inbound links to your website tells Google that you are an expert and gives proof that others see you as the expert.Keywords – What is the subject of your page in one word? Use this word and synonyms of that word on your page. BUT be genuine and honest. Google knows.SEO OnPage practices – Technical side of things <tags>, headings & URLs
  • AskWho here has website Analytics?Do you use it?If so what for?Analytics is about measuring the behavior of your visitors and discovering trends.
  • You know your buyer persona and what it is you want them too do.Use analytics to discover the trends to help guide your SEOAnalyzeTraffic Source – Where are people coming from? Search engines, other sites, social media websites?Keywords – What are they searching to find you? Look for search terms not your business specific names.Which Keywords – are working/not working?High bounce rate & low time on site is poor performance.Bounce rate tell you that the content on that page was completely irrelevant to that person.Time on site tells you that you how relevant your content is to that person.OptimizeTest – search poor performing keywords. Compare with 3 things for Successful SEODoes it target my buyer persona?Is the content relevant?Am I using flags?Understand how people are using your site to improve it to target the people you want to be using your site.
  • Questions??
  • Optimization & analytics

    1. 1. Optimization & AnalyticsPutting Your website to work<br />Shanon Scully<br />
    2. 2.
    3. 3.
    4. 4. are relevant?<br />
    5. 5.
    6. 6. Who are you optimizing for?<br />
    7. 7. Nicola<br />
    8. 8. Who is your buyer Persona?What do you want them to do?<br />Activity<br />
    9. 9. “Understand Your Buyer Persona And What You Want Them To Do On Your Site!”<br />
    10. 10.
    11. 11. 3 Things for Successful SEO?<br />
    12. 12. Know your Buyer Persona<br />
    13. 13. Content is King<br />Engages the reader.<br />Increases search engine rankings and traffic.<br />Promotes the likelihood of quality links from other sites.<br />
    14. 14. Make sure you have flags<br />Links<br />Keywords<br />SEO OnPage Practices<br />
    15. 15. 3 Things for Successful SEO?<br />
    16. 16. website Analytics?<br />
    17. 17. How to use Analytics for SEO<br />Remember - Buyer Persona & Goals<br />
    18. 18. Questions ???<br />
    19. 19. ShanonScully<br /> shanon.scully@bluewiremedia.com.au<br />@shanonscully<br /> 1300 258 394<br />

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