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Improving SEO with analytics

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How to analyze and improve your SEO with web analytics.

How to analyze and improve your SEO with web analytics.

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Improving SEO with analytics Improving SEO with analytics Presentation Transcript

  • pic by: http://www.flickr.com/photos/celinesphotographer improve SEO with analytics improve SEO with analytics
  • ANI LOPEZ SEO Manager & Analytics consultant at VKIStudios.com http://dynamical.biz/blog/ http://twitter.com/anilopez http://www.linkedin.com/in/anilopez improve your SEO with analytics
  • INDEX 1. The most basic 2. Keywords analysis 3. Content analysis 4. Link building 5. SEO for images 6. International SEO improve your SEO with analytics
  • pic by: http://www.flickr.com/photos/paperbydesign the most basic improve your SEO with analytics
  • THE MOST BASIC c rankings are not important any more so, what is important? 1 improve your SEO with analytics
  • THE MOST BASIC c conversion & revenue 1 improve your SEO with analytics
    • THE MOST BASIC
    • conversion & revenue
    • How much does organic traffic convert?
    • traffic should always be related to:
    • goals
    • amount of goals
    • per goal value
    • e-commerce
    • revenue
    • average revenue per transaction
    1 improve your SEO with analytics
  • THE MOST BASIC conversion & revenue 1 visits from organic dropped down improve your SEO with analytics
  • THE MOST BASIC conversion & revenue 1 but revenue went up !! improve your SEO with analytics
  • THE MOST BASIC organic traffic types branded (= direct) Users query search engines using brands palace hotel barcelona, place hotel, ritz barcelona, hotel rich barcelona non-branded Users query search engines using generic terms hotel luxe barcelone, 5 star hotels in barcelone. best hotel in barcelona 1 improve your SEO with analytics
  • THE MOST BASIC organic traffic types advanced segment branded keyword : matches regular expression pala|place|palc|ritz|rich non-branded keyword : does not match regular expression pala|place|palc|ritz|rich 1 improve your SEO with analytics
  • THE MOST BASIC organic traffic types advanced segments 1 improve your SEO with analytics
  • THE MOST BASIC organic traffic types non-branded 1 improve your SEO with analytics
  • THE MOST BASIC organic traffic types branded 1 improve your SEO with analytics
  • keywords improve your SEO with analytics
    • KEYWORDS
    • how are keywords performing?
    • typical SEO keywords work
    • keywords research and analysis
    • content pimization
    • keywords evaluation
    • repeat previous steps
    2 improve your SEO with analytics
  • KEYWORDS example: company selling phone & internet services to small business 2 improve your SEO with analytics
  • KEYWORDS how are keywords performing? 2 top 19 keywords by visits only 5 are related to this company’s services and products. bad keyword research or bad content optimization improve your SEO with analytics
  • KEYWORDS compare engagement metrics 2 improve your SEO with analytics
  • KEYWORDS how are keywords performing? apply filters to get the good ones 2 improve your SEO with analytics
  • KEYWORDS how are keywords performing? high engagement values = good keywords 2 improve your SEO with analytics
  • content analysis pic by: http://www.flickr.com/photos/shifter improve your SEO with analytics
  • CONTENT ANALYSIS pages yielding search traffic Organic traffic report : select landing page 3 improve your SEO with analytics
  • CONTENT ANALYSIS pages yielding search traffic Organic traffic report : select keyword 3 improve your SEO with analytics
  • CONTENT ANALYSIS pages yielding search traffic Export to spreadsheet Compare to keywords not listed but relevant 3 improve your SEO with analytics
  • pic by: http://www.flickr.com/photos/ rigmarole link building improve your SEO with analytics
  • LINK BUILDING analyzing link acquisition Not all traffic at referral report is real one. Links from emails clicked at web mail like GMail or Yahoo Mail are counting as referral 4 improve your SEO with analytics
  • LINK BUILDING analyzing link acquisition Advanced segment localhost|vkistudios|mail|search|google|yahoo|^[0-9.]+$ 4 improve your SEO with analytics
  • pic by: http://www.flickr.com/photos/krstn SEO for images improve your SEO with analytics
  • SEO FOR IMAGES traffic from images search engines 5 improve your SEO with analytics
  • SEO FOR IMAGES traffic from images search engines Advanced segment ^(/imgres|/images/view|/images/search) 5 improve your SEO with analytics
  • SEO FOR IMAGES traffic from images search engines /imgres Google Images /images/view Yahoo Images /images/search Bing Images 5 improve your SEO with analytics
  • international SEO improve your SEO with analytics
  • INTERNATIONAL SEO geografic origin & language Advanced segments: language + region / country 6 improve your SEO with analytics
  • INTERNATIONAL SEO geografic origin & language Example: company having sites for Spain and Latin American countries (domain by country). Spain's site: How much traffic not coming from Spain? (Latin America or else where) 21.65 % !!! 6 improve your SEO with analytics
    • INTERNATIONAL SEO
    • local search engines & keywords
    • Filter: segment keywords by
    • country specific Search Engines
    • create a new custom filter
    • check 'advanced'
    • Field A -> Extract A : Campaign Source : .*
    • Field B -> Extract B : Referral : ^http://([^/]+) This regular expresion means: everything from 'http://' till the first '/'
    • Output To -> Constructor : Campaign Source : $B1
    • Field A Required : Yes
    • Field B Required : Yes
    • Override Output Field : Yes
    6 improve your SEO with analytics
  • INTERNATIONAL SEO local search engines & keywords 6 improve your SEO with analytics
    • The content of this presentation is under Creative Commons Copyleft License
    • Attribution, Share Alike 2.5 Canada http://creativecommons.org/licenses/by-sa/2.5/ca/
    • You are free:
    • to Share : to copy, distribute and transmit the work
    • to Remix : to adapt the work
    • Under the following conditions:
    • Attribution : You must attribute the work in the manner specified by the author * or
    • licensor (but not in any way that suggests that they endorse you or your use of
    • the work)
    • Share Alike : If you alter, transform, or build upon this work, you may distribute
    • the resulting work only under the same or similar licence to this one
    • * a link to http://dynamical.biz/blog/ would be great, thanks
    Ani López SEO Consultant improve your SEO with analytics
  • Thanks Ani López SEO Consultant [email_address] improve your SEO with analytics