Google’s Tridente<br />Google Analytics, Google Webmaster Tools, Google Website Optimizer<br />
RidhoPutradi<br />@idowebid<br />BayuAdhitya<br />@bayuadhitya<br />Inbound Marketing Indonesia<br />http://inboundmarketi...
Why do we care about <br />Website Analytics?<br />
"If you can't measureit, you can't manageit."<br />
It is cheaperto convert visitors than it is to buy more traffic.<br />
Better management through measurement<br />google.com/analytics<br />
Google Analytics<br />Standard Reports<br />Tag Inbound Links<br />Goal Tracking <br />Event Tracking<br />Etc<br />
Visit and Usage<br />How do visitors use my site?<br />
Visitor Geography<br />Where are my visitors?<br />
Referring Sources<br />How do visitors get to my site?<br />
Content Performance<br />Which pages are my visitors viewing?<br />
Metrics and KPI’s should be tied to your objectives<br />Bounce Rates<br />Page views<br />Downloads<br />Comments<br />Si...
Tagging Links<br />Are my online advertising campaigns effectively and efficiently accomplishing my objectives?<br />Which...
Tagging Links <br />5 variables can be added to inbound links (banner ads, sponsored search, tweeted links, product lfeeds...
Tagging Links<br />URL Paramenters<br />Source - utm_source<br />Medium - utm_medium<br />Term - utm_term<br />Content - u...
Tagging Links<br />Sample Links<br />http://www.popmaya.com<br />+<br />?utm_source=socialmedia&utm_medium=twitter&utm_cam...
Goal Tracking<br />Where do visitors abandon the sales funnel?<br />Which steps seem to cause friction?<br />Can the funne...
Goal Tracking<br />Set up<br />Analytics Settings > Profile Setting > Conversion Goals and Funnel<br />
Goal Funnel<br />
Goal Tracking<br />
Event Tracking<br />Track visitor interaction separately from pageviews<br />Examples: Audio plays, file downloads, widget...
Event Tracking<br />Events have 3 required components<br />- Onclick JavaScript function<br />- Event Category ("Documents...
Event Tracking<br /><a href="/share.php?id=12">Share this content</a><br />+<br />onClick="pageTracker._trackEvent(...);"<...
Event Tracking Report<br />
Custom Reports<br />
The Less From Google Analytics<br />Your data in other’s server<br />Can’t export RAW data to switch to other services<br ...
Google for Webmasters<br />Your site and Google<br />
How Googlediscovers your site<br />Organic links<br />Add URL tool<br />Sitemaps<br />
Google Webmaster Tools help Googlediscover more about your site. <br />
Google Webmaster Tools<br />Helps you<br />View which of your pages are included in Google's index<br />See any errors enc...
Sitemaps<br />Googleuse XML Sitemaps<br />Useful for:<br />- Dynamic content<br />- Websites with few incoming links<br />...
XML Sitemaps<br /><?xml version="1.0" encoding="UTF-8"?><br /><urlsetxmlns="http://www.sitemaps.org/schemas/sitemap/0.9"><...
Sitemaps<br />Also for Videos<br />
Robots.TXT<br />Telling search engine what not to index<br />	- Private information<br />	- "Under construction" sections<...
Accessibility<br />Effective crawling by Googlebot<br />Browsing and interacting on a mobile devices<br />Understanding of...
Googlebot<br />Googlebot is good at crawling text:<br />- HTML<br />- PDFs, Docs, Txts, etc<br />More Challenging for Goog...
Images<br />Google Search > Images<br />Make it more accessible by<br />Descriptive file names<br />Alt text<br />
Rich Content<br />Does Google index Flash? <br />Yes. Using Adobe’s searchable SWF<br />But<br />Only SWF with text, html ...
Fetch as Googlebot<br />Look at your website in the way of search engines.<br />
HTML Suggestion<br />Be more searchable<br />
Thank you<br />
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Google’s tridente

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Google’s tridente

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