Advanced SEO Steve Burge December 4th, 2008

The MoneyBall Question

The MoneyBall Question How can poor teams compete? Salaries

How can poor teams compete?

Salaries

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

Other teams choose players on instinct.

They don’t use any objective values.

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

“He looks like a good player …”

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

“I know he’s a good player.

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

“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?

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?

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

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

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 = Right Now Analytics

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

1) Details on Users

Woopra 2) Live Keywords

2) Live Keywords

Woopra 3) Instant Alerts

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

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

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 = Long-Term Analytics

Google Analytics 1) Easy to Compare Long-Term Trends

1) Easy to Compare Long-Term Trends

Google Analytics 2) Huge Range of Stats Collected

2) Huge Range of Stats Collected

Google Analytics 3) Fantastic Reports Emailed To You

3) Fantastic Reports Emailed To You

Google Analytics 4) Graphical Site Overview

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

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

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

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.

Why use several? Stats vary.

Part 2: Use the Data

A) Goals Goals = Users performing a single action

Goals = Users performing a single action

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

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!

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:

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/

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

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 = Multiple Steps to a Goal

Funnels Goal tracks user dropout at each stage:

Goal tracks user dropout at each stage:

Funnels Installation Add more URLs when creating a goal:

Add more URLs when creating a goal:

C) Adwords AKA: a quick way to burn money

AKA: a quick way to burn money

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

… 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

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.

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

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