WEB ANALYTICS& ONLINE MARKETINGSOLENT UNIVERSITYAnna Lewis@Koozai_Anna
INTRODUCTION
What You Will „Take Away‟…….• What to know as an online marketer    WHAT YOU‟LL TAKE AWAY• Overview of SEO, PPC, Content  ...
Yeh but nobut… Am IALTERNATIVEboverredTOPIC OR IDEAtho?
WHY YOU SHOULD      CARE! Work                 Work Client                 StartingAgency                  Side           ...
SEARCH MARKETING          CAREERS Search      Technical   Analytics    ContentSpecialist     SEO       Specialist   Market...
“Half the money I spendon advertising is wasted;  the trouble is I dont   know which half.” source: John Wanamaker and oth...
WHERE DOES          THIS APPLY?     Display                  Email      Ads                    Marketing                  ...
WHY USE DATA?
BENEFITS OF DATA    Increase success
WHATANALYTICS?
WHAT TO MEASURE?    MarketingStrategy         Conversions   ROI    Objectives
WHAT TO MEASURE?     Objective         Raise                     awareness   Data          Website                  traffi...
PLATFORMS & TOOLS
ANALYTICSFOR SEO
SEO Enhancing websites so search engines perceive them as highquality and relevant to particular          subject areas
WHAT DOES SEO           INCLUDE?Social                                            KeywordMedia                            ...
WHAT CAN SEOBE USED FOR?  Brand Awareness &     Management    Local Search   Traditional SEO
BENEFITS OF SEO  Searchers are      Branding & Direct already engaged        Response Benefits Search                     ...
NEGATIVES OF SEOHighly Competitive   Resource intensive    Black Hat           Google are   Techniques         Removing Da...
KOOZAI‟S      SEO PROCESS Keyword        Technical      On-Page Research      Optimisation   Optimisation Monthly         ...
SEO OBJECTIVES
SEO ANALYSIS
SEO DATA
KEYWORD DATA Traffic > Sources > Search > Organic
LANDING PAGE DATA Traffic > Sources > Search > Organic > Landing Page
KEYWORD GOAL DATA  Traffic > Sources > Search > Organic > Goal Set 1
KEYWORD RANKINGS
ANALYTICSFOR PPC
AdWords PPCA Google service offering many  different formats of online advertising on search resultspages and other online...
TYPES OFADWORDS ADVERTISING Search                              Display Network                             Network       ...
GET THEIR ATTENTION
BENEFITS OF PPC Instant Visibility   Direct Response                       Searchers areCompetitor Bidding    Already Enga...
PPC FOR BRANDING
NEGATIVES OF PPC                       SpecialistHighly Competitive                       Knowledge  Rising Costs       Ap...
PPC OBJECTIVES
PPC ACCOUNT                   STRUCTURE                                     Account         Campaign                   Cam...
PPC ANALYSIS
ADWORDS ANALYSIS•   CTR (Click through Rate)   •   Average position•   Impressions                •   Impression Share•   ...
ADWORDS ANALYSIS
PPC METRICS
ADDITIONALINFORMATION
ANALYTICSFOR SOCIAL
SOCIAL GOALS    Increase brand awareness through utilising1    the top social media platforms    Build your reputation as ...
SOCIAL MEDIA
SOCIAL MEDIA
SOCIAL MEDIA
TOP SOCIAL TOOLS
BIT.LY
CROWD BOOSTER
SHARED PAGESGoogle Analytics > Traffic Sources > Social > Pages
DATA HUB ACTIVITYGA > Traffic Sources > Social > Pages > URL > Social                Network and Action
ACTIVITY DETAILSGA > Traffic Sources > Social > Pages > URL >               Activity Stream
ANALYTICSFOR CONTENT
CONTENT GOALS    Build quality links using multiple content1    strategies     Stay ahead of algorithm updates by2     hav...
CONTENT IDEAS Whitepapers      Advertorials Infographics    Questionnaires   Videos            Q&A   Surveys        Blog P...
CONTENT DASHBOARDhttp://kooz.ai/contentdash
CONVERSIONTRACKING
HOW CAN YOU USE CONVERSIONS?
AND ECOMMERCE?
TRAFFIC SOURCEECOMMERCE DATA
TO SUMMARISE              Identify             objectivesGet better results!                  Implement                   ...
RESOURCES http://www.koozai.com http://www.stateofsearch.com/ http://www.seomoz.org/blog / http://www.seomoz.org/begin...
HAPPY TRACKING!      anna.lewis@koozai.com      0845 4531234     @Koozai_Anna      Koozai.com/blog
IMAGE SOURCES Why you should be bothered with SEO & PPC  http://rt.com/programs/why-care-summary/Pizza (take aways) http...
Web Analytics and Online Marketing - Solent University
Web Analytics and Online Marketing - Solent University
Web Analytics and Online Marketing - Solent University
Web Analytics and Online Marketing - Solent University
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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 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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  • Transcript of "Web Analytics and Online Marketing - Solent University"

    1. 1. WEB ANALYTICS& ONLINE MARKETINGSOLENT UNIVERSITYAnna Lewis@Koozai_Anna
    2. 2. INTRODUCTION
    3. 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. 4. Yeh but nobut… Am IALTERNATIVEboverredTOPIC OR IDEAtho?
    5. 5. WHY YOU SHOULD CARE! Work Work Client StartingAgency Side your own Side business Work Everyone‟s Experience doing it…
    6. 6. SEARCH MARKETING CAREERS Search Technical Analytics ContentSpecialist SEO Specialist Marketer Digital Search Head of EcommerceMarketing Team Search / ManagerExecutive Manager Director
    7. 7. “Half the money I spendon advertising is wasted; the trouble is I dont know which half.” source: John Wanamaker and others
    8. 8. WHERE DOES THIS APPLY? Display Email Ads Marketing OnlinePR Marketing SEO Strategy Content Pay per Marketing Click
    9. 9. WHY USE DATA?
    10. 10. BENEFITS OF DATA Increase success
    11. 11. WHATANALYTICS?
    12. 12. WHAT TO MEASURE? MarketingStrategy Conversions ROI Objectives
    13. 13. WHAT TO MEASURE? Objective Raise awareness Data Website traffic Desired Increase in Result visits
    14. 14. PLATFORMS & TOOLS
    15. 15. ANALYTICSFOR SEO
    16. 16. SEO Enhancing websites so search engines perceive them as highquality and relevant to particular subject areas
    17. 17. WHAT DOES SEO INCLUDE?Social KeywordMedia Research Link SEO On-Page Building Factors & & Online Content PR Traffic and Technical Rankings Factors Analysis
    18. 18. WHAT CAN SEOBE USED FOR? Brand Awareness & Management Local Search Traditional SEO
    19. 19. BENEFITS OF SEO Searchers are Branding & Direct already engaged Response Benefits Search Cost Effective Engines & UsersLong Term Strategy Accountable
    20. 20. NEGATIVES OF SEOHighly Competitive Resource intensive Black Hat Google are Techniques Removing Data Ever Changing Longer to see Algorithms results
    21. 21. KOOZAI‟S SEO PROCESS Keyword Technical On-Page Research Optimisation Optimisation Monthly Off-Page On-going Analytics OptimisationOptimisation
    22. 22. SEO OBJECTIVES
    23. 23. SEO ANALYSIS
    24. 24. SEO DATA
    25. 25. KEYWORD DATA Traffic > Sources > Search > Organic
    26. 26. LANDING PAGE DATA Traffic > Sources > Search > Organic > Landing Page
    27. 27. KEYWORD GOAL DATA Traffic > Sources > Search > Organic > Goal Set 1
    28. 28. KEYWORD RANKINGS
    29. 29. ANALYTICSFOR PPC
    30. 30. AdWords PPCA Google service offering many different formats of online advertising on search resultspages and other online content
    31. 31. TYPES OFADWORDS ADVERTISING Search Display Network Network Video Re- Advertising Marketing
    32. 32. GET THEIR ATTENTION
    33. 33. BENEFITS OF PPC Instant Visibility Direct Response Searchers areCompetitor Bidding Already Engaged Accountable, & Highly Controlled Cost Effective
    34. 34. PPC FOR BRANDING
    35. 35. NEGATIVES OF PPC SpecialistHighly Competitive Knowledge Rising Costs Approval Issues Product Type Ever Changing Limitations Interface
    36. 36. PPC OBJECTIVES
    37. 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. 38. PPC ANALYSIS
    39. 39. ADWORDS ANALYSIS• CTR (Click through Rate) • Average position• Impressions • Impression Share• Average Cost per Click • Conversions• Cost • Conversion Rate
    40. 40. ADWORDS ANALYSIS
    41. 41. PPC METRICS
    42. 42. ADDITIONALINFORMATION
    43. 43. ANALYTICSFOR SOCIAL
    44. 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. 45. SOCIAL MEDIA
    46. 46. SOCIAL MEDIA
    47. 47. SOCIAL MEDIA
    48. 48. TOP SOCIAL TOOLS
    49. 49. BIT.LY
    50. 50. CROWD BOOSTER
    51. 51. SHARED PAGESGoogle Analytics > Traffic Sources > Social > Pages
    52. 52. DATA HUB ACTIVITYGA > Traffic Sources > Social > Pages > URL > Social Network and Action
    53. 53. ACTIVITY DETAILSGA > Traffic Sources > Social > Pages > URL > Activity Stream
    54. 54. ANALYTICSFOR CONTENT
    55. 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. 56. CONTENT IDEAS Whitepapers Advertorials Infographics Questionnaires Videos Q&A Surveys Blog Posts PR Mentions Hubs & LensesGuest Blogging Future Trends
    57. 57. CONTENT DASHBOARDhttp://kooz.ai/contentdash
    58. 58. CONVERSIONTRACKING
    59. 59. HOW CAN YOU USE CONVERSIONS?
    60. 60. AND ECOMMERCE?
    61. 61. TRAFFIC SOURCEECOMMERCE DATA
    62. 62. TO SUMMARISE Identify objectivesGet better results! Implement strategy Optimise Measure campaign Results Refine strategy
    63. 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. 64. HAPPY TRACKING! anna.lewis@koozai.com 0845 4531234 @Koozai_Anna Koozai.com/blog
    65. 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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