Google’s tridente

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

Google’s tridente

by Inbound Marketing Indonesia

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