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  • 1. Library Websites: Are YouMeeting Your SEO Goals? Jennifer Grappone @jengrappone Gradiva Couzin @gradiva ALA 2012
  • 2. About UsJennifer Grappone & Gradiva CouzinPartners, Gravity Search Marketing LLCCoauthors, Search Engine Optimization: An Hour a Day (Wiley, 2011)Find out more about us:www.yourseoplan.comTwitter: @jengrappone, @gradiva ALA 2012
  • 3. What We’ll Cover• Defining Goals• Measuring Goals with Google Analytics• What’s Getting in the Way of Your Goals?SLIDESHARE URL HERE ALA 2012
  • 4. Know Your GoalsWhat do you want your website to accomplish? ALA 2012
  • 5. Ranks Are Not Goals“We’re on the third page” “We’re number one!” “We aren’t anywhere” “We should be ranking ahead of that site” ALA 2012
  • 6. Ranks Are Not Goals But… ALA 2012
  • 7. Search Engine Ranking FactorsSearch engines can find your pages  Site Structure  XML SitemapsSearch engines have reason to  Inbound Linkstrust your pagesSearch engines can understand  Keywordsyour pages  Semantic tagging ALA 2012
  • 8. Clarify Your SEO GoalsI want to on my site Separate Goals for Separate Audiences ALA 2012
  • 9. Clarify Your SEO Goals students find itemsI want at my to from our on my site school catalog ALA 2012
  • 10. Clarify Your SEO Goals local sign up forI want school- to homework on my site age help children ALA 2012
  • 11. Clarify Your SEO GoalsI want researcher to find on my site s scholarly resources ALA 2012
  • 12. Clarify Your SEO Goals find our mobileI want users to locations on my site and hours ALA 2012
  • 13. Clarify Your SEO Goals find students documentsI want at my to from our on my site school catalog These are your target audiences ALA 2012
  • 14. Clarify Your SEO Goals find students documentsI want at my to from our on my site school catalog These are your conversions ALA 2012
  • 15. Clarify Your SEO GoalsFor each of your conversions:• What page/type of page on your website will this person enter? These need to be accessible to robots and optimized for search• How are you going to measure success? Know your way around your analytics program ALA 2012
  • 16. Measure Your Success with Google AnalyticsGoogle Analytics:• Free• Works great for SEO• Can be used as a supplement to another analytics system ALA 2012
  • 17. Measure Your Success with Google AnalyticsCommon Conversions• page views• time on site/# of pages viewed• % of total site traffic that comes from organic search• a visit to a "thank you"/"success" page ALA 2012
  • 18. Measure Your Success with Google AnalyticsGoals that are hard or impossible to measure:• Offline conversions (walk-in visitors, phone calls)• Awareness• Word-of-mouth referrals ALA 2012
  • 19. Measure Your Success with Google AnalyticsAnalyze and Interpret!• exit pages: exit may mean success• time on site: are your users engaged or lost?• low-frequency conversions: find proxy conversions• bounce rate: view by audience segment ALA 2012
  • 20. Measure Your Success with Google Analytics Segment your audience Average time on site: 50 seconds ALA 2012
  • 21. Measure Your Success with Google Analytics Segment your audience Average time on site: 50 seconds • For visitors arriving via keywords containing [name of special collection]: 4 minutes ALA 2012
  • 22. Measure Your Success with Google Analytics Segment your audience Average time on site: 50 seconds • For visitors arriving via keywords containing [name of special collection]: 4 minutes • For visitors landing on your “hours and location” page: 32 seconds ALA 2012
  • 23. Measure Your Success with Google Analytics Segment your audience Average time on site: 50 seconds • For visitors arriving via keywords containing [name of special collection]: 4 minutes • For visitors landing on your “hours and location” page: 32 seconds • For visitors in Germany: all bounce out ALA 2012
  • 24. Measure Your Success with Google AnalyticsCase Study the find digital I want public to collections on my site ALA 2012
  • 25. Measure Your Success with Google Analytics • How many people are coming to the Cuneiform collection via organic search? • What keywords are they using? • Are they finding it useful? ALA 2012
  • 26. Measure Your Success with Google AnalyticsNo search entries. ALA 2012
  • 27. Measure Your Success with Google AnalyticsOnly a few relevant referring keywords ALA 2012
  • 28. Measure Your Success with Google AnalyticsLow time per visit ALA 2012
  • 29. Measure Your Success with Google AnalyticsHigh bounce rate ALA 2012
  • 30. Measure Your Success with Google AnalyticsAll the traffic using the keyword “cuneiform” is landing onthe same URL. ALA 2012
  • 31. Measure Your Success with Google AnalyticsThis landingpage is aterribledestination! ALA 2012
  • 32. Measure Your Success with Google AnalyticsWhy?• The cuneiform collection pages are blocked from search engine crawling• The terrible landing page is findable by search engines• The terrible landing page has keywords on it ALA 2012