Advanced SEO Steve Burge December 4th, 2008
The MoneyBall Question
The MoneyBall Question <ul><li>How can poor teams compete? </li></ul><ul><li>Salaries </li></ul>
The Realisation <ul><li>Other teams choose players on instinct.  </li></ul><ul><li>They don’t use any objective values. </...
The Old Way <ul><li>“He  looks  like a good player …” </li></ul>
The New Way <ul><li>“I  know  he’s a good player. </li></ul>
Most People Still Do This: <ul><li>“It  looks  like a good keyword …” </li></ul>
The Question <ul><li>This is  the  fundamental baseball question: </li></ul><ul><li>How much do players cost, compared to ...
The Question <ul><li>This is  the  fundamental SEO question: </li></ul><ul><li>How much do visitors cost you compared to h...
The Solution <ul><li>This is  the  fundamental solution: </li></ul><ul><li>Track and value the visitor from origin to sale...
What We’re Up To <ul><li>Step 1: Get the Data </li></ul><ul><li>A) Woopra </li></ul><ul><li>B) Google </li></ul><ul><li>C)...
Part 1: Get the Data
A) Woopra <ul><li>Woopra = Right Now Analytics </li></ul>The Babe Ruth of Analytics
Woopra <ul><li>1) Details on Users </li></ul>2) Start a Chat …
Woopra <ul><li>2) Live Keywords </li></ul>
Woopra <ul><li>3) Instant Alerts </li></ul>
Woopra Installation <ul><li>Sign up at Woopra.com (PC only) </li></ul><ul><li>Wait for approval </li></ul><ul><li>Download...
Woopra Pros + Cons <ul><li>Pros </li></ul><ul><li>Can track registered users </li></ul><ul><li>Great SSL support for E-Com...
B) Google Analytics <ul><li>Google = Long-Term Analytics </li></ul>The Alex Rodriguez of Statistics
Google Analytics <ul><li>1) Easy to Compare Long-Term Trends </li></ul>
Google Analytics <ul><li>2) Huge Range of Stats Collected </li></ul>
Google Analytics <ul><li>3) Fantastic Reports Emailed To You </li></ul>
Google Analytics <ul><li>4) Graphical Site Overview </li></ul>
Goggle Analytics Installation <ul><li>Sign up at google.com/analytics </li></ul><ul><li>Enter a site </li></ul><ul><li>Pla...
Google Pros + Cons <ul><li>Pros </li></ul><ul><li>Great for digging deep </li></ul><ul><li>Clear, easy interface </li></ul...
C) Others <ul><li>Do:  Step outside this list with CrazyEgg.com, Omniture.com </li></ul><ul><li>Do:  Use AWStats / Analyti...
C) Others <ul><li>Why use several? Stats vary. </li></ul>
Part 2: Use the Data
A) Goals <ul><li>Goals = Users performing a single action </li></ul>
Goals <ul><li>Google will track how many times that action is completed. </li></ul>
Goals <ul><li>Track which sites send users who complete your goal: </li></ul><ul><li>Here Adwords is the worst performer a...
Goals <ul><li>You can tell Google what the goal is worth to you: </li></ul><ul><li>If you don’t know, find out! </li></ul>...
Goals <ul><li>See which keywords convert well </li></ul><ul><li>Some keywords like “coupon code” show great user intent. <...
Goals Installation <ul><li>Go to Google Analytics </li></ul><ul><li>Click edit by a domain name </li></ul><ul><li>Click ed...
B) Funnels <ul><li>Funnels = Multiple Steps to a Goal </li></ul>1) Register 2) Choose a plan 3) Checkout 4) Thank You!
Funnels <ul><li>Goal tracks user dropout at each stage: </li></ul>
Funnels Installation <ul><li>Add more URLs when creating a goal: </li></ul>
C) Adwords <ul><li>AKA: a quick way to burn money </li></ul>
Adwords <ul><li>… not when you can track conversions. Google will show which keywords lead to people completing goals. </l...
Install Adwords Conversions <ul><li>Login to Adwords </li></ul><ul><li>Click “Conversion Tracking” </li></ul><ul><li>Click...
Voila! <ul><li>You know what visitor X is worth to you. </li></ul>
Over to You …
Next Step <ul><li>Expert : Try Barrie’s Black Belt Joomla class tomorrow. He’s talking about Google Website Optimizer – th...
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Advanced SEO

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Advanced SEO presentation from CMS Expo, December 2008.

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Advanced SEO

  1. 1. Advanced SEO Steve Burge December 4th, 2008
  2. 2. The MoneyBall Question
  3. 3. The MoneyBall Question <ul><li>How can poor teams compete? </li></ul><ul><li>Salaries </li></ul>
  4. 4. The Realisation <ul><li>Other teams choose players on instinct. </li></ul><ul><li>They don’t use any objective values. </li></ul>
  5. 5. The Old Way <ul><li>“He looks like a good player …” </li></ul>
  6. 6. The New Way <ul><li>“I know he’s a good player. </li></ul>
  7. 7. Most People Still Do This: <ul><li>“It looks like a good keyword …” </li></ul>
  8. 8. The Question <ul><li>This is the fundamental baseball question: </li></ul><ul><li>How much do players cost, compared to how many games they win you? </li></ul>
  9. 9. The Question <ul><li>This is the fundamental SEO question: </li></ul><ul><li>How much do visitors cost you compared to how much they earn you? </li></ul>
  10. 10. The Solution <ul><li>This is the fundamental solution: </li></ul><ul><li>Track and value the visitor from origin to sale. </li></ul><ul><li>It costs us 10 cents per user </li></ul><ul><li>1 in 50 users purchases </li></ul><ul><li>One average purchase makes us $10 </li></ul><ul><li>$10 profit from $5 spent </li></ul>
  11. 11. What We’re Up To <ul><li>Step 1: Get the Data </li></ul><ul><li>A) Woopra </li></ul><ul><li>B) Google </li></ul><ul><li>C) Others </li></ul><ul><li>Step 2: Use the Data </li></ul><ul><li>A) Goals </li></ul><ul><li>B) Funnels </li></ul><ul><li>C) Adwords </li></ul>
  12. 12. Part 1: Get the Data
  13. 13. A) Woopra <ul><li>Woopra = Right Now Analytics </li></ul>The Babe Ruth of Analytics
  14. 14. Woopra <ul><li>1) Details on Users </li></ul>2) Start a Chat …
  15. 15. Woopra <ul><li>2) Live Keywords </li></ul>
  16. 16. Woopra <ul><li>3) Instant Alerts </li></ul>
  17. 17. Woopra Installation <ul><li>Sign up at Woopra.com (PC only) </li></ul><ul><li>Wait for approval </li></ul><ul><li>Download RokWoopra </li></ul><ul><li>Install as a plugin on Joomla 1.5 </li></ul>
  18. 18. Woopra Pros + Cons <ul><li>Pros </li></ul><ul><li>Can track registered users </li></ul><ul><li>Great SSL support for E-Commerce </li></ul><ul><li>Much better live stats than Google </li></ul><ul><li>Cons </li></ul><ul><li>Difficult to dig deep and compare stats </li></ul><ul><li>Sometimes slows the site a little </li></ul><ul><li>No natural integration with Adwords </li></ul>
  19. 19. B) Google Analytics <ul><li>Google = Long-Term Analytics </li></ul>The Alex Rodriguez of Statistics
  20. 20. Google Analytics <ul><li>1) Easy to Compare Long-Term Trends </li></ul>
  21. 21. Google Analytics <ul><li>2) Huge Range of Stats Collected </li></ul>
  22. 22. Google Analytics <ul><li>3) Fantastic Reports Emailed To You </li></ul>
  23. 23. Google Analytics <ul><li>4) Graphical Site Overview </li></ul>
  24. 24. Goggle Analytics Installation <ul><li>Sign up at google.com/analytics </li></ul><ul><li>Enter a site </li></ul><ul><li>Place the code at the bottom of your template’s index.php above the </body> tag </li></ul>
  25. 25. Google Pros + Cons <ul><li>Pros </li></ul><ul><li>Great for digging deep </li></ul><ul><li>Clear, easy interface </li></ul><ul><li>Integrates with other Google tools </li></ul><ul><li>Cons </li></ul><ul><li>Doesn’t play well with SSLs </li></ul><ul><li>Stats are always several hours old </li></ul><ul><li>No special Joomla integration </li></ul>
  26. 26. C) Others <ul><li>Do: Step outside this list with CrazyEgg.com, Omniture.com </li></ul><ul><li>Do: Use AWStats / Analytics from Hosting Companies </li></ul><ul><li>Don’t: Use Joomla extensions </li></ul><ul><li>Don’t : Make your stats public </li></ul>
  27. 27. C) Others <ul><li>Why use several? Stats vary. </li></ul>
  28. 28. Part 2: Use the Data
  29. 29. A) Goals <ul><li>Goals = Users performing a single action </li></ul>
  30. 30. Goals <ul><li>Google will track how many times that action is completed. </li></ul>
  31. 31. Goals <ul><li>Track which sites send users who complete your goal: </li></ul><ul><li>Here Adwords is the worst performer and MSN the best! </li></ul>
  32. 32. Goals <ul><li>You can tell Google what the goal is worth to you: </li></ul><ul><li>If you don’t know, find out! </li></ul><ul><li>Google will then track it: </li></ul>
  33. 33. Goals <ul><li>See which keywords convert well </li></ul><ul><li>Some keywords like “coupon code” show great user intent. </li></ul><ul><li>http://adlab.msn.com/Online-Commercial-Intention/ </li></ul>
  34. 34. Goals Installation <ul><li>Go to Google Analytics </li></ul><ul><li>Click edit by a domain name </li></ul><ul><li>Click edit by one of the goals </li></ul><ul><li>Enter the page you want people to reach </li></ul>
  35. 35. B) Funnels <ul><li>Funnels = Multiple Steps to a Goal </li></ul>1) Register 2) Choose a plan 3) Checkout 4) Thank You!
  36. 36. Funnels <ul><li>Goal tracks user dropout at each stage: </li></ul>
  37. 37. Funnels Installation <ul><li>Add more URLs when creating a goal: </li></ul>
  38. 38. C) Adwords <ul><li>AKA: a quick way to burn money </li></ul>
  39. 39. Adwords <ul><li>… not when you can track conversions. Google will show which keywords lead to people completing goals. </li></ul>
  40. 40. Install Adwords Conversions <ul><li>Login to Adwords </li></ul><ul><li>Click “Conversion Tracking” </li></ul><ul><li>Click “Create your first action” </li></ul><ul><li>Follow the steps </li></ul><ul><li>Place code on the final page </li></ul>
  41. 41. Voila! <ul><li>You know what visitor X is worth to you. </li></ul>
  42. 42. Over to You …
  43. 43. Next Step <ul><li>Expert : Try Barrie’s Black Belt Joomla class tomorrow. He’s talking about Google Website Optimizer – the next step on this path. </li></ul><ul><li>Basic : Try my classes tomorrow: </li></ul><ul><li>Make Google Love You = SEO Intro </li></ul><ul><li>Web Marketing = Joomla SEO intro </li></ul>
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