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" SEO  Marketing Strategies | Social Media Marketing |  |Social Bookmarking | Learning Catalyst   "
 

" SEO Marketing Strategies | Social Media Marketing | |Social Bookmarking | Learning Catalyst "

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"Social Media Marketing ,SMO , Social Bookmarking ,Social Media Optimization Basics , Social Media Optimization Blogs"

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  • II.1
  • Source : Semphonic, a analytics specialist Tracking source by engine by site area using Omniture revealed areas that were significantly under-represented – both across all engines and with particular engines
  • This client was optimizing by click-through – and shifting more and more dollars to key words that drove very poor customers. Almost 90% of visitors from Type 1 Words on this site “bounced” – meaning they left the site immediately
  • I.5

" SEO  Marketing Strategies | Social Media Marketing |  |Social Bookmarking | Learning Catalyst   " " SEO Marketing Strategies | Social Media Marketing | |Social Bookmarking | Learning Catalyst " Presentation Transcript

  • From Page Views to Bounce Rates: The Fundamentals of Website Anal ytics
  • So here's something we‘ll like to announce as a preamble...  
  • Quite unlike anything in the past, businesses now can get 'live' data from their website and can use  this to improve their operations  
  • But most businesses suck at knowing what to do with this ‘live’ data Like Big time And thats why Web analytics is a ‘much in demand’ skill.
  • How can studying data can help you run your business better And why are managers not doing it currently
  •  
  • Even if you don’t see job titles for ‘Web Analytics’, this is a very useful additional skill to have Especially if you have been around for a couple of years in the ‘web’ industry.
  • So what really do Analytics guys do
      • They use web analytics data to help make business decisions based on concrete data and historical trends. Before this, a lot of these decisions were done just based on that dangerous thing called ‘gut feel’ 
  • What's the difference between a visitor and a visit?  What's the difference between frequency and recency? This is stuff which a Web Analytics professional should have ready answers to.
  • Formal Definition ?? Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage. - Web Analytics Association We know what you’re thinking… What’s that supposed to mean ????
  • Lets get a perspective first JavaScript Tags Log Files & Hit Counters Click & heat maps Mobile Analytics
  • And see what web analytics helps us to measure
    • Who are your visitors?
        • Country/city
        • Browser/OS data
        • New/Repeat
    Improve ROI
    • How do they reach your website?
        • From which site?
        • Which campaign works better?
        • What SEO/SEM keywords work?
    • What are they doing..?
        • Are they converting?
        • How long do they stay on your site?
        • What do they read?
        • What’s making them leave?
        • … much more
  • Some common tools
  • Date source: Internet Retailer Top 500 Retail Web Sites Date: January 2008 Sites: 500 Data points: 793 http://www.internetretailer.com/Top500/list.asp 24% use at least 2 solutions on their site What the Top 500 online retailers are using...
  • Which are the metrics which you need to watch out for
  • Revealed : Why MBA’s hate Analytics : There are too many metrics !!
  • But this is what must be monitored
    • Pts from Neha
  • Businesses usually stop at just setting up analytics That’s where it is supposed to begin.
  • Show std analytics snapshot
  • Some very relevant analysis can be done
  • Partner Sites/ Referrals E-PRs Direct type-ins Browser Bookmarks Search Engines Organic | SEM Banner Advertizing/Media E-Mailers Social Media Social Bookmarks The source of visitors to your site can be studied
  • SEM campaign can be optimized
  • PPC: Showing the Right Creative
    • Optimizing Ad Creative by click-through is like a flipping a coin. You’ll be wrong half-the-time.
    • Ad Text is as important in qualifying visitors as search term. Measurement can help you find the truly optimal combinations.
    Which Ad should I really use? Google Ad Optimization versus Proxy Conversion Optimization AdGroup Ad CTR Conversion Rate % of time shown by Google A 3 0.49% 2.80% 35.46% 4 0.51% 1.72% 55.49% B 2 0.31% 16.67% 1.01% 4 0.43% 0.42% 57.17% C 3 0.05% 1.39% 46.04% 4 0.05% 3.39% 46.31% D 3 0.30% 0.00% 32.41% 4 0.29% 5.56% 33.37% F 3 0.37% 2.67% 14.03% 4 0.44% 1.46% 49.52% 5 0.47% 2.52% 17.82%
    • Identify weak SE’s, keywords to work on
    • Gain insights to visitor’s intent (eg.: ‘course’ vs ‘institute’ shows more focus on subject/content than brand)
    • Analysis of Organic traffic helps strategize SEM campaign
    SEO campaign can be optimized
  • SEO: Finding Opportunities
    • .. .
    • Measurement can help you find SEO opportunities and discipline an SEO program.
    Where should I focus SEO efforts?   Pages in Group Search Engine Source Google % Yahoo % MSN % Database Pages 6,210 81,534 78.0% 12.2% 0.5% Index Page 1 8,037 40.9% 22.5% 20.5% Overall Site 100,000+ 7,670,974 41.1% 32.8% 7.9%
  • Optimizing to the Right Measures
    • .
    What keywords actually produce?
    • Paying for many clicks (and SEO optimizations) is a total waste. Measuring the quality of visitors is the only way to understand what really works.
  • Internal Search Optimization
    • On-Site (internal) Search is a critical component of actual site performance. But it’s analysis is complex because it routes to so many places.
    What do visitors search on and where do they go from search?
  • And ‘advanced’ features can be implemented
  • Primary Goals Secondary Goals For example, goals of users can be tracked
  •  
      • Google Analytics changed the landscape completely when it launched a free package in 2005
    Coming to the vendors, the main vendors are Google Analytics, CoreMetrics, Websidestory, Omniture, Web trends.
  • Vendor Profile: Omniture
    • Type of Offering
      • Tag-Based
      • Analytics very robust
      • Rich 3 rd Party integration
      • Current Market Leader
      • Complex implementation
    • Appropriate For:
      • Larger companies looking for the safest-bet in analytics.
      • Combines solid reporting and analytics – strength in almost every area.
      • Analytically inclined companies.
      • Expensive & support is not considered good.
    www.omniture.com
  • Google Analytics
    • Type of Offering:
      • Tag-Based
      • Modest Reporting and Limited Analytics
      • Low-range offering with easy implementation and very attractive GUI.
    • Appropriate For:
      • Modest web sites not requiring lots of vendor support.
      • Sites that are limited in their analytic needs or heavily focused on PPC.
      • Companies new to web measurement.
    www.google.com/analytics/
  • So should I get into this ?
  • The future’s bright
    • “ Web Analytics is hard.”
    • – Eric Peterson
    • “ 10% of your budget should be spent on tools, while 90% spent on people (brains) who will be responsible for insights.”
    • – Avanash Kaushik
  • Basic skills which employers would look out for
    • Great with nos and Good data pattern recognition skills.
    • Basic html and javascript skills so that you can work with any nagging issues during analytics set-up and maintenance.
    •  
  • Basic skills which employers would look out for
    • Ability to communicate findings to the business in terms it can understand.
    • Familiarity with the main Analytics packages.
    • Capability to understand what data needs to be tracked for the business to grow. This requires experience of a few years, does not come easily.
    • Expertise in report design and configuration
  • An actual job description
    • Analyzes Website performance, trends and click stream path analysis activity to provide data driven business insights, leading to fundamental improvements to the Website experience. Demonstrates a high degree of pro-activeness in analysing customer behavior using available data to influence changes on the Website. Day-to-day management of analytics system to ensure tracking, reporting and analytics are functioning optimally. Creates and maintains key reports, dashboards and analysis utilizing WebTrends and SQL. Identify and track trends in metrics and be able to identify improvements to Website based on usage and traffic patterns. Perform Search Engine Optimization and advise on search and display ads Conducts ad-hoc traffic, sales and testing analysis of the site.
  • What if you are not from the SEO/SEM/SMO
  • Case Study : Google Analytics
    • Extremely simple ‘user-friendly’ interface
    • Compatible with Google Adwords or Adsense
    • ‘ Goal oriented’ analysis & ‘Intelligence’
    • Correlate data across reports
    • Customizable Reports
    • Free
    Key points Some Advantages of Google Analytics
  • Google Analytics jobs have increased more than those for Omniture Source : WebWorkerdaily.com
  • Account Settings Page
  • Profiles Accounts
    • Create a new account for each website
    • Create Profiles within Accounts - to track different visit segments, create access levels or website sections
    • Can link 1 AdWords to 1 Analytics Account
    • ‘ Admin’ access is at Account level
    Profiles and Accounts
    • Place within ‘body’ of web page
    • Place on ALL pages within the website
    The Code: Generating and Implementing
  • Google Analytics collects your data based on 5 broad segments … Which give us over 80 primary reports, which can be further drilled down to over 1,000 unique reports. Reported Segments
    • Graph
    • Day/week/month views
    • Compare 2 metrics
    • ‘ Compare to site’
    • Compare date ranges
    • Highlight data point on mouse-over
    • Data table
    • Overview of selected component
    • 5 unique data views
    • Search box to include/exclude specific data
    • Easily compare performance to Site Avg.
    • Easily export/email a report
    • 4 format options, incl. PDF, XML, CSV & TSV
    Data Representation
  • More slides from Neha