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Google’s tridente
 

Google’s tridente

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Learn more at http://inboundmarketing.web.id

Learn more at http://inboundmarketing.web.id

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    Google’s tridente Google’s tridente Presentation Transcript

    • Google’s Tridente
      Google Analytics, Google Webmaster Tools, Google Website Optimizer
    • RidhoPutradi
      @idowebid
      BayuAdhitya
      @bayuadhitya
      Inbound Marketing Indonesia
      http://inboundmarketing.web.id
    • Why do we care about
      Website Analytics?
    • "If you can't measureit, you can't manageit."
    • It is cheaperto convert visitors than it is to buy more traffic.
    • Better management through measurement
      google.com/analytics
    • Google Analytics
      Standard Reports
      Tag Inbound Links
      Goal Tracking
      Event Tracking
      Etc
    • Visit and Usage
      How do visitors use my site?
    • Visitor Geography
      Where are my visitors?
    • Referring Sources
      How do visitors get to my site?
    • Content Performance
      Which pages are my visitors viewing?
    • Metrics and KPI’s should be tied to your objectives
      Bounce Rates
      Page views
      Downloads
      Comments
      Signups
      Share
      Invites
    • Tagging Links
      Are my online advertising campaigns effectively and efficiently accomplishing my objectives?
      Which traffic sources generate the highest quality traffic?
      Where should I invest more money? Less MOney?
    • Tagging Links
      5 variables can be added to inbound links (banner ads, sponsored search, tweeted links, product lfeeds, etc.)
      Source - website, email, partner, etc
      Medium - cpc, banner, email, tweet, etc
      Term - keyword or phrase searched
      Content - differentiate ads and creative testing
      Name - campaign name (i.e. Popmaya New Layout)
    • Tagging Links
      URL Paramenters
      Source - utm_source
      Medium - utm_medium
      Term - utm_term
      Content - utm_content
      Name - utm_campaign
    • Tagging Links
      Sample Links
      http://www.popmaya.com
      +
      ?utm_source=socialmedia&utm_medium=twitter&utm_campaign=dailytweets
      =
      http://www.popmaya.com ?utm_source=socialmedia&utm_medium=twitter&utm_campaign=dailytweets
    • Goal Tracking
      Where do visitors abandon the sales funnel?
      Which steps seem to cause friction?
      Can the funnel be shortned?
      What happens if we change something?
    • Goal Tracking
      Set up
      Analytics Settings > Profile Setting > Conversion Goals and Funnel
    • Goal Funnel
    • Goal Tracking
    • Event Tracking
      Track visitor interaction separately from pageviews
      Examples: Audio plays, file downloads, widget clicks, blog comments, etc.
      AJAX and Flash interactions
      Extremely flecible, can be used to track any event
    • Event Tracking
      Events have 3 required components
      - Onclick JavaScript function
      - Event Category ("Documents", "Audio", "Video")
      - Event Action ("Download", "Play")
      2 components are optional
      - Event Label ("White Paper", "Product Demo")
      - Event Value (integer)
    • Event Tracking
      <a href="/share.php?id=12">Share this content</a>
      +
      onClick="pageTracker._trackEvent(...);"
      =
      <a href="/share.php?id=12" onClick="pageTracker._trackEvent('Audio','Share','Song');>Share this content</a>
    • Event Tracking Report
    • Custom Reports
    • The Less From Google Analytics
      Your data in other’s server
      Can’t export RAW data to switch to other services
      Not really live data
    • Google for Webmasters
      Your site and Google
    • How Googlediscovers your site
      Organic links
      Add URL tool
      Sitemaps
    • Google Webmaster Tools help Googlediscover more about your site.
    • Google Webmaster Tools
      Helps you
      View which of your pages are included in Google's index
      See any errors encountered while crawling your site
      Find search queries that list your site as a result
      Find out which sites link to yours
      And more
    • Sitemaps
      Googleuse XML Sitemaps
      Useful for:
      - Dynamic content
      - Websites with few incoming links
      - Large archive of content pages
      Provides Google with information on:
      - When the site was last updated
      - How often it changes
      - The relative importance of pages on your site.
    • XML Sitemaps
      <?xml version="1.0" encoding="UTF-8"?>
      <urlsetxmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
      <url>
      <loc>http://www.example.com/</loc>
      <lastmod>2005-01-01</lastmod>
      <changefreq>monthly</changefreq>
      <priority>0.8</priority>
      </url>
      </urlset>
    • Sitemaps
      Also for Videos
    • Robots.TXT
      Telling search engine what not to index
      - Private information
      - "Under construction" sections
    • Accessibility
      Effective crawling by Googlebot
      Browsing and interacting on a mobile devices
      Understanding of content by the sight-impaired
    • Googlebot
      Googlebot is good at crawling text:
      - HTML
      - PDFs, Docs, Txts, etc
      More Challenging for Googlebot
      - Images and movies
      - Rich content
    • Images
      Google Search > Images
      Make it more accessible by
      Descriptive file names
      Alt text
    • Rich Content
      Does Google index Flash?
      Yes. Using Adobe’s searchable SWF
      But
      Only SWF with text, html and xml
      Googlebot does not execute some type of JavaScript. If web page loads a Flash file via JavaScript. Google may not be aware of that Flash file.
    • Fetch as Googlebot
      Look at your website in the way of search engines.
    • HTML Suggestion
      Be more searchable
    • Thank you