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
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
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 <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
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.
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
Fetch as Googlebot Look at your website in the way of search engines.