Seo workshop presentation junePresentation Transcript
Foundation course: Covering the basic essentials SEO and Analytics training Outline Presented by Jasmine Batra
0900 – 09.15 Introduction
09.15 – 10.30 SEO Basics
10.30 – 10.40 Coffee break
10.40 – 11.50 Learning Analytics
11.50 – 12.00 Coffee break
12.00 – 13.00 Making informed decisions
What We Will Cover
Where do I stand?
All about keywords
Creating SEO friendly content
Working within Google’s guidelines
Measuring key metrics with Google Analytics
What is SEO?
What is SEO
Why should I care
Data on Ranking positions and their Click-throughs
AIM’s 5-step SEO process for gaining top rankings
Tests of a good SEO audit
What is working well?
Design and structure flaws
Keyword Analysis and positioning
Pages Indexed by Google / Yahoo / MSN
What factors decide the ranking results for a search phrase/user query?
How to perform Keyword Research
Keyword research using Google data
Use of lateral thinking to drive traffic and sales
Use of Industry related words
Working with root words
Explore semantically related words
Discover how to perform keyword trending
How to work with your content
Examples of what is working best right now and why it is working
How to gain maximum advantage from your Web copy
How to Create Content
… .. and in what order?
Topic Selection ( originality, popularity)
Choosing the target phrases
Selecting good keywords
Producing Content for SEO Advantage
Using tools like www.google.com/insights/search/to make judgement calls like ‘used baby furniture’ or ‘second hand baby furniture’
Keyword variation and keyword stemming example, if you are writing about a book use other good common words like manual, ebook, guide, tips, report
Keyword Proximity and Latent Semantic Indexing – use lexical database if required. Good resource wordnet.princeton.edu
Word Count and Keyword density
First and last paragraph
Text layout including tags ( H1 to H6)
Use of images
Use of anchor text – example making free recipes a hyperlink rather than for free recipes click here
Mixing anchor text
Rewriting the Heading/ Title
Based on sales Cycle
Based on page type
Based on target audience
Even if your product has universal appeal, recognize subgroups of audience and target separately.
Blog post Buzz Words Long tail Product page Evergreen words Strong keywords
Key phrases in navigation items
Key phrases in hyperlinks
Key phrases throughout the content
Key phrases in Headlines and sub headlines
Key phrases in first and last para
Tip# Making the most of un-utilised pages like FAQs, About us, Contact us etc.
SEO copywriting does not mean
Black Hat SEO
How to stay out of trouble with the search engines. Some examples buying links
Creating doorway pages
Linkfarming and linkspamming
Pillars of Success
Review of Participants' Web Sites
Web site review by Jasmine
What is Analytics?
It is the process of collecting, tracking, measuring, reporting and analysing quantitative usage data to optimise websites and maximize your marketing return on investment (ROI).
It helps to understand your visitors, traffic patterns, marketing campaigns, conversion
Providing Answers to Difficult Questions How are visitors using my site? Am I creating effective content? Where and when are visitors abandoning my shopping cart? How do I improve site interaction? How can I make my marketing campaigns more effective and accountable?
Types of commercial websites
What do I want my website to do?
Defining Goals/ Conversions
White paper downloads
Request for quote
Engagement with social media
Defining Key Metrics
New / repeat visitors
Are they spending enough time
Where are they spending most of their time
What is the path they follow
Using conversion funnel
Measuring visitor drop-off at every step of the funnel
Conversion funnel analysis and sales path – separate course
Conversion Funnel 1,000 visitors to the site 6 Visitors complete goal Total Visits Visit Shopping Area Place Item in Cart Make a Purchase
No analytics reporting is 100%
Share analytics data anonymously for benchmarking
Don’t focus on single metrics
Create Context for your Data
Don’t focus on a single metric
How does the performance of each metric compare to the site average?
How does the performance compare to last week, or last month?
Creating Context with Visualisations
Data Driven Decision Making
Within your Analytics settings , utilise the User Manager to add users or change permission for users
User manager permissions
Administrators and Users
Administrators can create profiles, filters, goals and add users
Users have read-only access to reports and can be redirected to viewing only specific profiles
Displays user type: Administrator or user
Adding a New User
After clicking Add User , enter in the user’s information
* Note that their email address must be a Google account
Enter user’s email
Adding a New User
After entering a new email address, select Access Type for that user:
Account Administrator , which allows the user to edit account settings and to have access to all of profiles
Users can view reports only
Set user privileges
To Modify access for an existing user, find the user in the existing access list and click Edit
Edit user info and access type link
A website profile is essentially a set of rules that define the reports that you see
Profiles allow you to view reports on specific domains, sub domains or on filtered data for your web pages.
Profiles Your website profiles are updated here
Configuration, goals, Filters and users
Analytics accounts drop-down
Export options and email reports set-up
Link to help centre
Calendar / date slider
There are 5 main categories:
Visitor information such as loyalty, language and location
Natural and paid sources of traffic; includes Adwords reports
Conversion rates and goal paths
E-commerce (if enabled)
Commerce tracking, visitor loyalty, revenue sources and product specific information
Setting date and comparison date ranges
You can either use a calendar or a timeline to select a date range
Select Compare to Past and you’ll be able to set a comparison date range
Comparing two metrics on the same graph
Measuring visitor loyalty
Scheduling & emailing
Scorecards – It provides aggregates and averages for the displayed metrics
The definition of Bounce Rate is the percentage of visitors that hit your website on a given page and don’t visit any other pages on your site.
The bounce rate at the page level is extremely useful especially in case of landing pages for paid campaigns.
The definition of Exit Rate is the percentage of visitors that leave your site from a given page based on the number of visits to that page.
Sounds similar to bounce rate, what’s the difference?
Exit Rate is important for determining which page in a process isn’t performing up to expectations. For example, if you have mapped out a Website Persuasion Architecture, and find visitors are exiting the site on a webpage that is a stepping stone to a more important page, then you need to review the page’s content/layout etc.
Multivariate testing is a critical component to increasing conversion and lowering bounce rate for your key landing pages. It can help you increase revenue without adding one more new visitor to your site .
During your optimization process, ASK YOUR CUSTOMERS AND VISITORS about your key landing pages via surveys, focus groups, phone calls, etc
WEBSITE OPTIMISATION and split testing, A/B testing, multivariate testing etc. concept of scientifically testing your marketing campaigns in order to increase conversion
Installing the Google Analytics Tracking Code
How to create a new account
Where to place the Google Analytics Tracking Code
About website setups that require customization
How to verify installation
Getting started with Google Analytics
Three simple steps to getting started with Google Analytics:
Sign up www.google.com/analytics - need a Google account
Install the tracking code across all the pages of your website
Use the new ga.js code instead of urchin .js
If running Adwords you can go through the analytics tab on the Adwords link the two accounts
Understanding the Code
Understanding the tracking code
Installing the java script
If the website uses a template or a Content Management System, you can install it on the common area e.g. website footer
Installing the code on a common footer
Free tools to check if the GA code has been installed properly www.sitescanGA.com – it will check for any implementation errors
You tube channel GA - http://www.youtube.com/googleanalytics?hl=en