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Web Analytics and Online Marketing - Solent University

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Anna Lewis from Koozai delivered a presentation to students at Solent University in February 2013. The session looks at the basics of Web Analytics and Online Marketing with a main focus on Search …

Anna Lewis from Koozai delivered a presentation to students at Solent University in February 2013. The session looks at the basics of Web Analytics and Online Marketing with a main focus on Search Engine Optimisation (SEO) and Pay Per Click (PPC) Advertising.

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  • Why you should be bothered with SEO & PPC (http://rt.com/programs/why-care-summary/)
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    • 1. WEB ANALYTICS& ONLINE MARKETINGSOLENT UNIVERSITYAnna Lewis@Koozai_Anna
    • 2. INTRODUCTION
    • 3. What You Will „Take Away‟…….• What to know as an online marketer WHAT YOU‟LL TAKE AWAY• Overview of SEO, PPC, Content Marketing, Social Media• Importance of data and objectives
    • 4. Yeh but nobut… Am IALTERNATIVEboverredTOPIC OR IDEAtho?
    • 5. WHY YOU SHOULD CARE! Work Work Client StartingAgency Side your own Side business Work Everyone‟s Experience doing it…
    • 6. SEARCH MARKETING CAREERS Search Technical Analytics ContentSpecialist SEO Specialist Marketer Digital Search Head of EcommerceMarketing Team Search / ManagerExecutive Manager Director
    • 7. “Half the money I spendon advertising is wasted; the trouble is I dont know which half.” source: John Wanamaker and others
    • 8. WHERE DOES THIS APPLY? Display Email Ads Marketing OnlinePR Marketing SEO Strategy Content Pay per Marketing Click
    • 9. WHY USE DATA?
    • 10. BENEFITS OF DATA Increase success
    • 11. WHATANALYTICS?
    • 12. WHAT TO MEASURE? MarketingStrategy Conversions ROI Objectives
    • 13. WHAT TO MEASURE? Objective Raise awareness Data Website traffic Desired Increase in Result visits
    • 14. PLATFORMS & TOOLS
    • 15. ANALYTICSFOR SEO
    • 16. SEO Enhancing websites so search engines perceive them as highquality and relevant to particular subject areas
    • 17. WHAT DOES SEO INCLUDE?Social KeywordMedia Research Link SEO On-Page Building Factors & & Online Content PR Traffic and Technical Rankings Factors Analysis
    • 18. WHAT CAN SEOBE USED FOR? Brand Awareness & Management Local Search Traditional SEO
    • 19. BENEFITS OF SEO Searchers are Branding & Direct already engaged Response Benefits Search Cost Effective Engines & UsersLong Term Strategy Accountable
    • 20. NEGATIVES OF SEOHighly Competitive Resource intensive Black Hat Google are Techniques Removing Data Ever Changing Longer to see Algorithms results
    • 21. KOOZAI‟S SEO PROCESS Keyword Technical On-Page Research Optimisation Optimisation Monthly Off-Page On-going Analytics OptimisationOptimisation
    • 22. SEO OBJECTIVES
    • 23. SEO ANALYSIS
    • 24. SEO DATA
    • 25. KEYWORD DATA Traffic > Sources > Search > Organic
    • 26. LANDING PAGE DATA Traffic > Sources > Search > Organic > Landing Page
    • 27. KEYWORD GOAL DATA Traffic > Sources > Search > Organic > Goal Set 1
    • 28. KEYWORD RANKINGS
    • 29. ANALYTICSFOR PPC
    • 30. AdWords PPCA Google service offering many different formats of online advertising on search resultspages and other online content
    • 31. TYPES OFADWORDS ADVERTISING Search Display Network Network Video Re- Advertising Marketing
    • 32. GET THEIR ATTENTION
    • 33. BENEFITS OF PPC Instant Visibility Direct Response Searchers areCompetitor Bidding Already Engaged Accountable, & Highly Controlled Cost Effective
    • 34. PPC FOR BRANDING
    • 35. NEGATIVES OF PPC SpecialistHighly Competitive Knowledge Rising Costs Approval Issues Product Type Ever Changing Limitations Interface
    • 36. PPC OBJECTIVES
    • 37. PPC ACCOUNT STRUCTURE Account Campaign Campaign Campaign Ad Ad Ad Ad Ad Ad Ad Ad AdGroup Group Group Group Group Group Group Group Group Key- Key- Key- Key- Key- Key- Key- Key- Key- words words words words words words words words words
    • 38. PPC ANALYSIS
    • 39. ADWORDS ANALYSIS• CTR (Click through Rate) • Average position• Impressions • Impression Share• Average Cost per Click • Conversions• Cost • Conversion Rate
    • 40. ADWORDS ANALYSIS
    • 41. PPC METRICS
    • 42. ADDITIONALINFORMATION
    • 43. ANALYTICSFOR SOCIAL
    • 44. SOCIAL GOALS Increase brand awareness through utilising1 the top social media platforms Build your reputation as the ‘go-to’ authority2 within the company’s niche Increase your following by sharing content, list3 building, listening and engaging Drive the social signals that the search engines4 now look for as part of their ranking algorithm
    • 45. SOCIAL MEDIA
    • 46. SOCIAL MEDIA
    • 47. SOCIAL MEDIA
    • 48. TOP SOCIAL TOOLS
    • 49. BIT.LY
    • 50. CROWD BOOSTER
    • 51. SHARED PAGESGoogle Analytics > Traffic Sources > Social > Pages
    • 52. DATA HUB ACTIVITYGA > Traffic Sources > Social > Pages > URL > Social Network and Action
    • 53. ACTIVITY DETAILSGA > Traffic Sources > Social > Pages > URL > Activity Stream
    • 54. ANALYTICSFOR CONTENT
    • 55. CONTENT GOALS Build quality links using multiple content1 strategies Stay ahead of algorithm updates by2 having a varied link profile and anchor text Drive targeted visitors that are interested in what3 you do Increase social shares & followers through a4 creative content strategy
    • 56. CONTENT IDEAS Whitepapers Advertorials Infographics Questionnaires Videos Q&A Surveys Blog Posts PR Mentions Hubs & LensesGuest Blogging Future Trends
    • 57. CONTENT DASHBOARDhttp://kooz.ai/contentdash
    • 58. CONVERSIONTRACKING
    • 59. HOW CAN YOU USE CONVERSIONS?
    • 60. AND ECOMMERCE?
    • 61. TRAFFIC SOURCEECOMMERCE DATA
    • 62. TO SUMMARISE Identify objectivesGet better results! Implement strategy Optimise Measure campaign Results Refine strategy
    • 63. RESOURCES http://www.koozai.com http://www.stateofsearch.com/ http://www.seomoz.org/blog / http://www.seomoz.org/beginners-guide-to-seo http://searchengineland.com/ http://adwords.blogspot.co.uk/ http://googlewebmastercentral.blogspot.co.uk/2012/10/google- webmaster-guidelines-updated.html http://mashable.com/ (good for general tech news)
    • 64. HAPPY TRACKING! anna.lewis@koozai.com 0845 4531234 @Koozai_Anna Koozai.com/blog
    • 65. IMAGE SOURCES Why you should be bothered with SEO & PPC http://rt.com/programs/why-care-summary/Pizza (take aways) http://adictoayoutube.blogspot.co.uk/2010/05/dominos -pizza-mi-favorito.html

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