Using SEO in Google Analytics | Analytics Pros Webinar by Mark McLaren
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Using SEO in Google Analytics | Analytics Pros Webinar by Mark McLaren

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Using SEO in Google Analytics | Analytics Pros Webinar by Mark McLaren Presentation Transcript

  • 1. Search Engine Optimizationand Google AnalyticsAligning SEO with Business GoalsMark McLarenDirector of Search Marketing at Analytics Pros
  • 2. What is SEO? Part of marketing
  • 3. What is SEO? A part of marketing
  • 4. Search Engine Market Share80%70%60%50% Google40% Bing30% Yahoo20%10%0% Google Bing Yahoo
  • 5. seOMG!
  • 6. Value of SEOForrester Research: There is a shift in priority toward organic SEO and away from paid search.
  • 7. Standard SEO TechniquesTechnical On-page Off-page Content Organization• Crawlers • Keywords • Social Media • Research • Domains• URLs • Title tags • Video • Keywords • Site structure• Cookies • Meta descrip • Directories • Blogging • Navigation• Load time • Page structure • Local profiles • Authors • Internal links• robots.txt • img alt attrib • Press releases • Branding • Accessibility• Redirects • Bullets, bold • Apps • Positioning • Duplication• Sitemap • Custom 404 • Relationships • Scheduling • CMS• etc. • etc. • etc. • etc. • etc.
  • 8. A part of marketingThe Art of SEO: Mastering Search Engine Optimization
  • 9. Performance Marketing with Google Analytics Sebastian Tonkin, Caleb Whitmore, Justin Cutroni
  • 10. Standard SEO TechniquesTechnical On-page Off-page Content Organization• Crawlers • Keywords • Social Media • Research • Domains• URLs • Title tags • Video • Keywords • Site structure• Cookies • Meta descrip • Directories • Blogging • Navigation• Load time • Page structure • Local profiles • Authors • Internal links• robots.txt • img alt attrib • Press releases • Branding • Accessibility• Redirects • Bullets, bold • Apps • Positioning • Duplication• Sitemap • Custom 404 • Relationships • Scheduling • CMS• etc. • etc. • etc. • etc. • etc.
  • 11. Goal-directed MarketingNew insights for SEO with Google Analytics
  • 12. AnalyticsTechnical On-page Off-page Organization Content• URLs • Engagement • Social Media • Domains • Research• Cookies • Keywords • Video • Site structure • Testing• Redirects • Title tags • Directories • Navigation • Keywords• sitemap • Meta descrip • Local profiles • Internal links • Blogging• … • Page structure • Press releases • Accessibility • Authors • Bullets, bold • Apps • CMS • Branding • Custom 404 • Relationships • … • Scheduling • … • … • …
  • 13. What are your business goals?How are they achieved on your website?
  • 14. What are yourbusiness goals?How are they achieved on your website?
  • 15. Google AnalyticsA tool to measure what happens on your website
  • 16. What is Google Analytics? A tool to measure what happens on your website
  • 17. Does SEO work? How can we measure its success?
  • 18. Is SEO working?Use Google Analytics to measure SEO success.
  • 19. What do you want people to do? How good is the fit between your goals and your customer’s goals?
  • 20. What are yourbusiness goals?How are they achieved on your website?
  • 21. Identifyoutcomes.Use GA to track them.
  • 22. Identifyoutcomes.Use GA to track them.
  • 23. Identify outcomes.These are your goals. Use GA to track them.
  • 24. Don’t just track. Measure what matters.
  • 25. Don’t just track. And Measure the things that matter. we’re done?Most users are not getting all they can from GA.
  • 26. Basic QuestionsSome examples1. How many visits do we get? – Traffic volume2. Where do they come from? – Search, referral, SM3. Where do they go? – Engagement4. What percent are organic? – Reach5. What percent are branded vs. not? – Optimization6. What percent convert? – Achieving goals7. Is this what you want? – What to change and test
  • 27. Is SEO working?Use Google Analytics to measure SEO success.
  • 28. Identify outcomes.These are your goals. Use GA to track them.
  • 29. Branded keywords
  • 30. Identify outcomes.These are your goals. Use GA to track them.
  • 31. Identify outcomes.These are your goals. Use GA to track them.
  • 32. Identify outcomes.These are your goals. Use GA to track them.
  • 33. Is SEO working?Use Google Analytics to measure SEO success.
  • 34. What does a great fit look like? Answer: Conversion
  • 35. Keyword (not provided)One reason you need a Google Webmaster Tools account.
  • 36. Who converts most often?People who search for your brand or a product name.
  • 37. Assess your traffic with conversions in mind.Compare branded vs. non-branded1. Visits2. Pages / Visit3. Average Visit Duration4. % New Visits (vs. Returning)5. Bounce rate6. Goal conversion rate
  • 38. Sales funnel $$$!
  • 39. What are brandedsearch visits like?
  • 40. Branded Search Profile1. More frequent than non-branded? – Optimization2. More pages per visit – Engagement3. Longer visit duration – Engagement4. More new visits vs. returning visits? – Sales funnel5. Low bounce rate – Optimization and fit with your site6. What percent convert? – Achieving your goals
  • 41. Is SEO working? Branded OrganicUse Google Analytics to measure SEO success.
  • 42. Is SEO working?Non-Branded OrganicUse Google Analytics to measure SEO success.
  • 43. Is SEO working? Branded OrganicUse Google Analytics to measure SEO success.
  • 44. Is SEO working?Non-Branded OrganicUse Google Analytics to measure SEO success.
  • 45. One goal of organic SEOGet organic search profile to look like branded.
  • 46. Keyword reach and quality How do you know where to start?
  • 47. Look at yourorganic traffic Hard to find?
  • 48. Keyword research:1. Use your own traffic – start with Analytics2. Competition – Look at site content, rank in search engine results, and inbound links3. Keyword research tools – Google keyword research tool – Keyword Discovery – Wordtracker4. Use PPC campaigns as keyword research tools
  • 49. Where do keywords belong?1. Title tags2. <h1> <h2> <h3> headings3. Meta description4. Bullet lists5. Internal link text6. First paragraph & body copy7. Breadcrumbs8. Press releases9. More…
  • 50. Optimize using keywords.Measure the results. Then adjust.
  • 51. Do your keywords fit your goals? How do you know?
  • 52. Marketing channelsHow do all your marketing channels interact?
  • 53. Multi-Channel FunnelsSEO insights beyond two dimensions.
  • 54. Great writing.User experience.Both are as important as keyword research.
  • 55. Great writing.User experience.Both are as important as keyword research.
  • 56. Great writing.User experience. Rows 1-10 out of 3,158
  • 57. Great writing.User experience.
  • 58. Great writing.User experience.
  • 59. Ask
  • 60. Mark McLarenmark@analyticspros.com