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Fyv presentation analytics & seo final
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Fyv presentation analytics & seo final Presentation Transcript

  • 1. UNDERSTANDING & USINGYOUR WEB ANALYTICSRachel WellsStrategic Director, The Republik@PoindextrousOps
  • 2. 634 MillionWEBSITES ON THE INTERNEThttp://royal.pingdom.com/2013/01/16/internet-2012-in-numbers/
  • 3. 15 MillionWEBSITES USED GOOGLE ANALYTICSIN 2012http://trends.builtwith.com/analytics/Google-Analytics
  • 4. 32 – 49%GOOGLE ANALYTICS MARKET SHAREhttp://en.wikipedia.org/wiki/Google_Analytics
  • 5. THIS MEANS THAT NEARLY, 600 MILLIONWEBSITES HAVE NO IDEA HOW USERSARE GETTING TO THEIR WEBSITE ANDWHAT KIND OF RESULTS THEIR DIGITALAD SPEND IS GETTING THEM.http://en.wikipedia.org/wiki/Google_Analytics
  • 6. GOOGLE ANALYTICS
  • 7. GOOGLE ANALYTICS: DASHBOARD
  • 8. WHAT DOES IT ALL MEAN?
  • 9. UNDERSTANDING VISITOR ACTIVITYA visit occurs each time a person views one ormore pages on your site.If the same person comes back again, that countsas another visit. The total number of visits combinesboth new and returning visitors to your site.VISITSHow Many Times Have Your Visitors Visited Your Site?GOOGLE ANALYTICSReviewGOOGLE ANALYTICS: REVIEW
  • 10. Unique Visitors represents the number of peoplethat have visited your site.If a person views your site and then comes backlater and views it again, that is 1 Unique Visitorbut 2 Visits.UNIQUE VISITORSHow Many People Have Visited Your Site?GOOGLE ANALYTICSReviewGOOGLE ANALYTICS: REVIEW
  • 11. The percentage of visitors new to your website.Where the website is mainly a marketing tool, ahigh source of new visits is important as they arepotential new customers.Typically you would want a balance ofreturning and new visitors to show bothoutreach and engagement.% NEW VISITORSHow Many New People Have Visited Your Site?GOOGLE ANALYTICSReviewGOOGLE ANALYTICS: REVIEW
  • 12. The Pageviews metric is the total number ofpages viewed by a visitor during any given visit.When shopping online, a visitor might view thehomepage, the product page, the checkoutpage, and the thank you page.That would be four Pageviews.PAGEVIEWSHow Many Pages Have Your Visitors Viewed?GOOGLE ANALYTICSReviewGOOGLE ANALYTICS: REVIEW
  • 13. Pageviews ÷ Visits = Pages/VisitPages/Visit displays the average number ofpages viewed per visit to your site . Thishelps you see how involved your visitors arein your site.If this is a low number, your visitors may notbe finding your content useful and may onlylook at a page or two and then leave.PAGES/VISIT: How Many Pages Do Your Visitors Look At On Average?GOOGLE ANALYTICSReviewGOOGLE ANALYTICS: REVIEW
  • 14. This metric tells you how long your visitors stayon your site on average.If a visitor spent 2 minutes on page 1, 3 minuteson page 2, 2 minutes on page 3, viewed page 4and left, that would be a visit duration of 7minutes (2 + 3 + 2).The main limitation for this metric is that there isno way to tell how long the visitor stays on thelast page before leaving your site. So, in thisexample, the duration would not include the timespent on page 4.AVG. VISIT DURATION: How Long Do Your Visitors Stay On Your Site?GOOGLE ANALYTICSReviewGOOGLE ANALYTICS: REVIEW
  • 15. Bounce Rate is the percentage of visitors thatonly viewed one page before leaving the site.http://blog.kissmetrics.com/bounce-rate/BOUNCE RATE: Do Your Visitors Like Your Site?GOOGLE ANALYTICS: REVIEWGOOGLE ANALYTICS: REVIEW
  • 16. BOUNCE RATE: Do Your Visitors Like Your Site?The lower your Bounce Rate, the more likely usersare engaging with your site.Depending on the type of site a typical Bounce Rate of:50% OR LESS IS EXCELLENT60-70% IS TYPICAL70-80% IS POOR80%+ IS VERY BADGOOGLE ANALYTICSReviewGOOGLE ANALYTICS: REVIEW
  • 17. BOUNCE RATE: Do Your Visitors Like Your Site?For some sites, Bounce Rate is notalways an accurate description of howvisitors consume content.Blogs in general are designed forconsumption directly on the main pagerather than navigation to internal pages.http://blog.kissmetrics.com/bounce-rate/GOOGLE ANALYTICSReviewGOOGLE ANALYTICS: REVIEW
  • 18. GOOD SEO = GOOD ANALYTICS
  • 19. SEARCH ENGINE OPTIMIZATION (SEO)Your keywords should be used in all of the followingaspects of your website:- URL- Title Tag- Meta Description- Image ‘Alt’ Tags- Page Content
  • 20. Title TagSite LinksMore ResultsURLMeta DescriptionSEARCH ENGINE OPTIMIZATION (SEO)
  • 21. PAGE OPTIMIZATION
  • 22. “[WEB ANALYTICS] CHANGED THE GAME FOR MARKETERSAND ADVERTISERS. BUT WITH RESPECT TO CONTENTQUALITY, MANY PRACTITIONERS ARE FLIP-FLOPPING WITHREGARD TO WHICH NUMBERS MATTER AND WHETHER WECAN MAKE USE OF THEM.”- KRISTINA HALVORSONCONTENT STRATEGY FOR THE WEB
  • 23. CONTENT STRATEGY
  • 24. Providing original, sharable, and share-worthy contentis the best thing you can do to optimize your site:• For search engines• To drive traffic to your site• To foster visitor loyalty• To generate leadsCONTENT STRATEGY
  • 25. Content is the reason why you have a webpresence.It’s why people find you online, and it’s part of thevalue that you provide to your target audience.CONTENT STRATEGY
  • 26. USE ANALYTICS TO IMPROVE YOUR CONTENTAND YOUR STRATEGY
  • 27. SEARCH TERMSSOCIAL MEDIA CHANNELSPAGE VIEWS & TIME SPENT ON PAGEVISITOR LOYALTYSIDE-BY-SIDE VIEW: CONTENT UPDATES & WEB TRAFFICREFERRAL PAGES & INBOUND LINKS
  • 28. Pay close attention to the keywords and searchterms that people use to come to your site.SEARCH TERMS
  • 29. What are they seeking?What are they most interested in?Are your search terms and your keywords in alignment?SEARCH TERMS
  • 30. Compare the keywords you are using to optimizeyour site with the search terms used by your visitorsand identify:- New keyword opportunities- New content opportunities- Whether some of your current keywords should be tossed or modifiedSEARCH TERMS
  • 31. In addition, use search terms to identify potentialcontent gaps.What are your visitors looking for that you’re notcurrently providing?SEARCH TERMS
  • 32. Social media supports multiple goals.Two of the most important ones are:- Engaging your audience- Promoting your contentSOCIAL MEDIA CHANNELS
  • 33. Measure, with the help of tracked links, whichsocial media channels are the most effective onesin terms of generating traffic to your site andfostering engagement.SOCIAL MEDIA CHANNELS
  • 34. To ensure you are providing the best quality content possible, monitor:- Number of page views- Average time spent on a specific pagePAGE VIEWS & TIME SPENT ON PAGE
  • 35. A large number of page views can mean that aparticular piece of content is easily accessible andthat visitors expect to find what they’re looking foron that page.If the average time that a visitor actually spends onthe page doesn’t exceed more than a few seconds,you can assume that the content does not meetmost visitors’ expectations.PAGE VIEWS & TIME SPENT ON PAGE
  • 36. Use your page view data to determine whatyour audience wants and use the time spent onpages to assess content quality.PAGE VIEWS & TIME SPENT ON PAGE
  • 37. It’s easier than you think to generate traffic toa particular piece of content, just byfollowing some SEO best practices:- Use a clever title- Promote your content via various channelsBut just because you may be able to create aone-time rush to your page doesn’t mean thatyou’re providing highly valuable content.VISITOR LOYALTY
  • 38. How many of your new visitors return to your site?How many visitors check out additional pages on your site?How may people subscribe to your RSS feeds?How many people share your content?VISITOR LOYALTY
  • 39. Answering those questions is crucial if you’re trulycommitted to delivering top notch content.VISITOR LOYALTY
  • 40. To get a more comprehensive understanding ofthe correlation between your actions and yourresults, try a side-by-side view of your contentupdates and your web traffic.SIDE-BY-SIDE VIEW: CONTENT UPDATES & WEB TRAFFIC
  • 41. If you have an editorial calendar that provides youwith a timeline of all of your content-relatedactivities, use it to determine what topics,keywords, and types of content delivery andpromotion rendered the best results.SIDE-BY-SIDE VIEW: CONTENT UPDATES & WEB TRAFFIC
  • 42. Knowing where your visitors come from can beextremely helpful because it gives you anindication of the types of interests your targetaudience has, so that you can tailor yourcontent accordingly. It also lets you identifypotential niche markets.REFERRAL PAGES & INBOUND LINKS
  • 43. In addition, keep track of your inbound links to determine:Is the number increasing?What’s the overall quality of your inbound links?Do the inbound links point to specific pieces ofcontent on your site?REFERRAL PAGES & INBOUND LINKS
  • 44. This will help you further optimize your contentfor specific audiences.REFERRAL PAGES & INBOUND LINKS
  • 45. GOOGLE TOOLS (NOT ANALYTICS)THAT CAN HELP YOU...
  • 46. ...stay up-to-date with the latest research andstudies around audience behavior online.http://www.google.com/think/GOOGLE TOOLS: THINK
  • 47. http://www.google.com/think/tools/real-time-insights.html...track what people are doing onlinein real time.GOOGLE TOOLS: REAL-TIME INSIGHTS
  • 48. http://www.google.com/trends/...see how much interest yougenerate online.GOOGLE TOOLS: EXPLORE
  • 49. ...discover how other brands like yours areare performing now and over time.http://www.google.com/think/tools/brand-impressions.htmlGOOGLE TOOLS: BRAND IMPRESSIONS
  • 50. ...find out what the top searches are.GOOGLE TOOLS: TRENDShttp://www.google.com/trends/
  • 51. ...increase your search rankings.GOOGLE TOOLS: PLUShttps://plus.google.comGoogle is now using Google+ to determineorganic Search Results.You NEED a Google+ Page for yourbusiness. Even if you don’t have engagementthere, make sure to post updates and haveupdated / correct information on your page.
  • 52. THANK YOU!