Google’s tridente
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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