Advanced SEO

Advanced SEO Steve Burge December 4th, 2008

The MoneyBall Question

The MoneyBall Question
How can poor teams compete?
Salaries

The Realisation
Other teams choose players on instinct.
They don’t use any objective values.

The Old Way
“He looks like a good player …”

The New Way
“I know he’s a good player.

Most People Still Do This:
“It looks like a good keyword …”

The Question
This is the fundamental baseball question:
How much do players cost, compared to how many games they win you?

The Question
This is the fundamental SEO question:
How much do visitors cost you compared to how much they earn you?

The Solution
This is the fundamental solution:
Track and value the visitor from origin to sale.
It costs us 10 cents per user
1 in 50 users purchases
One average purchase makes us $10
$10 profit from $5 spent

What We’re Up To
Step 1: Get the Data
A) Woopra
B) Google
C) Others
Step 2: Use the Data
A) Goals
B) Funnels
C) Adwords

Part 1: Get the Data

A) Woopra
Woopra = Right Now Analytics
The Babe Ruth of Analytics

Woopra
1) Details on Users
2) Start a Chat …

Woopra
2) Live Keywords

Woopra
3) Instant Alerts

Woopra Installation
Sign up at Woopra.com (PC only)
Wait for approval
Download RokWoopra
Install as a plugin on Joomla 1.5

Woopra Pros + Cons
Pros
Can track registered users
Great SSL support for E-Commerce
Much better live stats than Google
Cons
Difficult to dig deep and compare stats
Sometimes slows the site a little
No natural integration with Adwords

B) Google Analytics
Google = Long-Term Analytics
The Alex Rodriguez of Statistics

Google Analytics
1) Easy to Compare Long-Term Trends

Google Analytics
2) Huge Range of Stats Collected

Google Analytics
3) Fantastic Reports Emailed To You

Google Analytics
4) Graphical Site Overview

Goggle Analytics Installation
Sign up at google.com/analytics
Enter a site
Place the code at the bottom of your template’s index.php above the </body> tag

Google Pros + Cons
Pros
Great for digging deep
Clear, easy interface
Integrates with other Google tools
Cons
Doesn’t play well with SSLs
Stats are always several hours old
No special Joomla integration

C) Others
Do: Step outside this list with CrazyEgg.com, Omniture.com
Do: Use AWStats / Analytics from Hosting Companies
Don’t: Use Joomla extensions
Don’t : Make your stats public

C) Others
Why use several? Stats vary.

Part 2: Use the Data

A) Goals
Goals = Users performing a single action

Goals
Google will track how many times that action is completed.

Goals
Track which sites send users who complete your goal:
Here Adwords is the worst performer and MSN the best!

Goals
You can tell Google what the goal is worth to you:
If you don’t know, find out!
Google will then track it:

Goals
See which keywords convert well
Some keywords like “coupon code” show great user intent.
http://adlab.msn.com/Online-Commercial-Intention/

Goals Installation
Go to Google Analytics
Click edit by a domain name
Click edit by one of the goals
Enter the page you want people to reach

B) Funnels
Funnels = Multiple Steps to a Goal
1) Register 2) Choose a plan 3) Checkout 4) Thank You!

Funnels
Goal tracks user dropout at each stage:

Funnels Installation
Add more URLs when creating a goal:

C) Adwords
AKA: a quick way to burn money

Adwords
… not when you can track conversions. Google will show which keywords lead to people completing goals.

Install Adwords Conversions
Login to Adwords
Click “Conversion Tracking”
Click “Create your first action”
Follow the steps
Place code on the final page

Voila!
You know what visitor X is worth to you.

Over to You …

Next Step
Expert : Try Barrie’s Black Belt Joomla class tomorrow. He’s talking about Google Website Optimizer – the next step on this path.
Basic : Try my classes tomorrow:
Make Google Love You = SEO Intro
Web Marketing = Joomla SEO intro

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