SEO & Analytics - 2012 Symposium for the Marketing of Higher Education
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SEO & Analytics - 2012 Symposium for the Marketing of Higher Education

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Marcel Media CEO Kelly Cutler Presents "SEO + Analytics: Unlock the Power of the Web" at 2012 Symposium for the Marketing of Higher Education

Marcel Media CEO Kelly Cutler Presents "SEO + Analytics: Unlock the Power of the Web" at 2012 Symposium for the Marketing of Higher Education

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  • Beneficial if you do not want certain pages of your site crawledIf the site uses sub-domains and you wish to have certain pages not crawled on a particular sub-domain, you'll have to create a separaterobots.txt file for that sub-domainUsing robots.txt to block URLs will not prevent them from being displayed in Google’s search engine, you will have to usemeta robots tags for this
  • You’ll find this visualizer on the left hand navigation menu, where you’ll see a new “Visitors Flow” link under the Visitors section.
  • Best Practice: Always maintain one unfiltered profile. Once data passes through a filter it can not be reprocessed.
  • Goals are a way to measure business objectives for your websiteGoals must correspond to a measurable action performed by your website’s visitorsAn example of a “measurable action” would be visiting a “thank you” page
  • Here you enter up to 10 URLs to explain the number of steps in a conversion process such as a check out (try to keep the number of steps to a minimum).In a brochure download, contact us or e-newsletter signup page, you need to simply specify a single URL which is the signup form page.
  • Move beyond the last click – see how your marketing channels work together to create sales and conversions.
  • Find what percentage of your visitors came via a particular combination of sources.
  • www.google.com/sktool
  • www.google.com/sktool
  • www.google.com/insights/search/

SEO & Analytics - 2012 Symposium for the Marketing of Higher Education SEO & Analytics - 2012 Symposium for the Marketing of Higher Education Presentation Transcript

  • Google Analytics & SEOPresented to: 2012 Symposium for the Marketing of Higher Education
  • About Kelly Cutler Kelly Cutler is the CEO of Marcel Media, a Google Certified interactive marketing firm specializing in Search, Social and Analytics. Kelly’s achievements include serving as the first woman president of the Chicago Entrepreneurs’ Organization, instructing at the University of Chicago and DePaul University, and speaking on industry topics across the country. @kfcutler And two kids. /in/kellycutler11/13/2012 2
  • About Marcel Media Marcel Media is full service interactive marketing agency specializing in Search Engine Marketing (SEM). We partner with organizations to provide creative and customized marketing solutions including Search Engine Optimization, Paid Search Management, Custom Facebook Applications, Social Media Marketing, Conversion Optimization, Website Development and Web Analytics. @marcelmedia Facebook.com/marcelmedia www.marcelmedia.com/blog11/13/2012 3
  • Solutions • Search Engine Optimization • Paid Search • Conversion Rate Optimization • Social Media Marketing • Analytics • Web Development11/13/2012 4
  • About Marcel Media: Sample Clients11/13/2012 5
  • The Marcel Media Difference Focused + Dedicated Account Team = ResultsWe are a Google certified partner in website optimization, analytics, andpaid search. Combined with our client-focused approach, thesecertifications empower us to create customized programs that deliverresults.  Expanded key-word universe by 105% (one of the nations top 10 medical systems)  Increased non branded organic traffic by 196% (luxury goods eCommerce retailer)  Increased organic traffic by 26.83% and conversions by 23% (eCommerce retailer of personalized gifts)  Increased organic traffic by 110% (national insurance retailer)11/13/2012 6
  • Today you will learn:1. The key factors of Search Engine Optimization and Web Analytics2. The key components of a strong SEO program: on-site and off-site3. How to update and manage key elements of an SEO program4. How Web Analytics can drive your SEO programs5. The right questions to ask before diving into your digital marketing strategy6. How to navigate Google Analytics7. GA’s top reports and key performance indicators8. Tools & Resources to use in the future11/13/2012 7
  • Agenda Introduction to SEO & Web Analytics • What is SEO & why it is important • Why Google Analytics is the best tool • How SEO & Analytics work together SEO • On-site SEO • Off-site SEO Web Analytics • Intro to Web Analytics • Navigating the data • Identifying the most relevant traffic • The next level of analytics Other Tools • SEO & Analytics Tools • Competitive Insight Tools11/13/2012 8
  • Search Engine Optimization: SEOKey Benefits:• Targeted traffic• Increase visibility, sales, and ROI• Long term positioning• Cost-effective• Measurable results11/13/2012 9
  • SEO is the marathon of Search Marketing11/13/2012 10
  • Google Analytics: The Most Effective ToolKey Benefits:• Custom dashboard• Segment web traffic based on geography, demographics and actions• Gauge keyword performance• Optimization• Track Key Performance Indicators (KPI’S)11/13/2012 11
  • Web Analytics helps connect the dots11/13/2012 12
  • The Partnership SEO Analytics Combining the why (intent, motivation, and so forth) with the what (clicks, visitor counts) has to be the cornerstone of any successful actionable web analytics program.-Avinash Kaushik, Analytics Evangelist in Web Analytics An Hour A Day11/13/2012 13
  • Search Engine Optimization On-site & Off-site Tactics11/13/2012 14
  • SEO Basics: On-site Strategy11/13/2012 15
  • On-site SEO: Title Tags & Meta DescriptionsTitle tags are used to define the text in the top line of a Web browser.They should be unique to each page, brief, and use a “Keyword Portion|Branding Portion” structure.Meta descriptions are optional page summaries that further explain thecontent of the site. These are often used as the description in the searchresults. Title Tag Meta Descriptions11/13/2012 16
  • On-site SEO: Title Tags & Meta DescriptionsWhy they are important?• Helps increase the percentage of users who see your website.• Informs searchers what your website is about.• Guides search engines in determining what the content of your site is about.• Attract relevant traffic to your site.• When written well, title tags can decrease the bounce rate of your site.11/13/2012 17
  • On-site SEO: Site StructureSite Structure is made up of 3 components: • Navigation • URL Structure • Sitemaps11/13/2012 18
  • On-site SEO: Site StructureNavigation: • Plan out navigation based on homepage • Help users navigate by leaving them “breadcrumbs”11/13/2012 19
  • On-site SEO: Site StructureURL Structure: • Use words in URLs • Simple directory structure • Canonicalize the site around the WWW version11/13/2012 20
  • SEO Basics: Off-site Strategy11/13/2012 21
  • On-site SEO: Site StructureSitemaps: • Use mostly text for navigation • Two sitemaps: o HTML: users o XML: search engines • 404 pages11/13/2012 22
  • On-site SEO: Optimizing ContentConsistently create fresh and unique content:• Easy-to-read text• Relevant• Keeps the users in mind, not the search engines• Embed links into copy to drive users to other areas of your site11/13/2012 23
  • On-site SEO: Optimizing Images • Filenames and ALT Text • Supply ALT Text when using images as links • Supply an image sitemap file11/13/2012 24
  • On-site SEO: robots.txt11/13/2012 25
  • Off-site SEO: Link Building• Quality over quantity• Content is king• Target keywords• Google Standards: • Is it good for the user? • Is it transparent? • Is it credible? • Is it authoritative?11/13/2012 26
  • SEO Benefits of Blogs • Crawlable URLs • Fresh Content • Inbound Link Magnet • Active Community11/13/2012 27
  • SEO Benefits of PR • Help your message go viral • Increase Interest • Build Ranking • Protect your brand11/13/2012 28
  • Social Media and the Impact on SEOSocial media has become a major influence on search engine optimization(SEO). The value of social media for online businesses cannot beundervalued.Benefits of social media for SEO: • Social Media Posts and Profiles are included in the Search Engine Ranking Pages. • Each time your content is shared by others, a backlink is created. The more backlinks your site has, the more authority it has as well. • Social Media is an additional platform for content • Fan Pages help generate leads • Customer Engagement and Involvement11/13/2012 29
  • Any Questions? SEO Analytics11/13/2012 30
  • Take A Break!11/13/2012 31
  • Web Analytics: Getting Started11/13/2012 32
  • First Steps…Defining 1. Objective - Answer the question: Why does your website exist? 2. Goals: Specific strategies youll leverage to accomplish your business objectives 3. Metrics - Numbers: Typically appearing in a column of a report 4. Key Performance Indicators: A metric which defines how you are performing against your objective 5. Targets: Pre-defined indicators of success or failure 6. Dimension: An attribute of a visitor to your website (source, medium)11/13/2012 33
  • Google Analytics: CapabilitiesWhat Analytics Can Do:• Filter out internal traffic• Track across multiple domains• Easily tag for all online marketing (including email and display)• Track e-commerce• Define goals and attached $ value• Track outbound links, PDF downloads and form submissions• Identify how marketing channels impact final conversion points• Set up conversion funnels and track abandonment points11/13/2012 34
  • Key Reports 1. Audience Overview 2. Mobile – Device, OS, App 3. Traffic Sources 4. Content – Sources and Drop off points 5. Goals & Conversions – Visitor value Help is always near11/13/2012 35
  • Welcome to Your Dashboard11/13/2012 36
  • Google Analytics: Dashboard • Customize dashboards by user • Quick access to most important data • Add Widgets for KPI’s11/13/2012 37
  • Understanding the Sidebar • Audience • Content • Advertising • Conversions • Traffic Sources11/13/2012 38
  • Google Analytics: DashboardAnalytics allows you to change the timeframe and compare analytics ofprevious dates.11/13/2012 39
  • Understanding your DashboardUnderstanding the Sidebar• Dashboard: Use this to get back to your main Dashboard• Visitors: Use this to find out more information about the visitors to your site• Traffic Sources: Use this to find out where your visitors are coming from so you can adjust Ads• Content: Use this to find out about your content, what’s working, what’s not, etc.• Goals: Use this to set goals to see how well your site is measuring up to what you want it to be doing11/13/2012 40
  • SettingsWhen you click on the Admin button, you will find your settings.This is where you can: • Set custom alerts • Schedule emails • Add Users • Create Goals • Create Filters • Update Profile Settings (Update URL, time one, etc)11/13/2012 41
  • KPI’s – Key Performance Indicators11/13/2012 42
  • Key Performance Indicators• Pages per Visit: the average number of pages viewed per visit to your site.• % New Visits: The percentage of visits from first-time visits (from people who had never visited your site before).• Bounce Rate: The Bounce Rate is the percentage of bounced visits to your site.• Visit Duration: The average duration of visits to your site for the selected time frame.• Conversion Rate: For the selected goal , this metric shows the percentage of visits that resulted in a conversion to that goal.11/13/2012 43
  • Analyzing Traffic SourcesDirect Traffic: Comes from people that type your website address directlyin the browser or click on a bookmarkReferral Traffic: Traffic sent from other websites. This means that you havea link on another website, or you post a link or an article on another website.Search Engine Traffic: Traffic the website receives from search engines.This will show non-paid traffic or paid traffic. Paying for Paid Search andknowing what paid keywords sent you traffic and what the bounce rate was,can be useful.11/13/2012 44
  • Analyzing VisitorsDifferentiate between new and existing users11/13/2012 45
  • Analyzing Visitors: Flow VisualizationTrack the visitors journey through the site11/13/2012 46
  • Analyzing Content • How visitors entered the site • Which pages are the most popular • Insight on how to keep users on your site longer • Highlight a call to action11/13/2012 47
  • In-Page AnalyticsReview the internal links on your site and their performance11/13/2012 48
  • Reporting11/13/2012 49
  • Custom Reports: FiltersCustomize your analytics reports and clean up & define your data.2 Types of Filters: • Predefined Filters • Exclude all traffic from a domain • Exclude all traffic from an IP Address (usually company traffic) • Include only traffic to a sub directory • Custom Filters (3 main parts) • Filter types (6 different types are available in analytics) • Filter field • Filter Pattern11/13/2012 50
  • Advanced SegmentsAnalyze subsets of your traffic that include only a specific set of criteriaAdvanced Segments vs. Filters: • Advanced segments can be applied to historical data; filter profiles will only filter traffic moving forward.11/13/2012 51
  • Google Analytics AnnotationsMake comments on graphs regarding events specific to that day Make comments here11/13/2012 52
  • Advanced Analytics11/13/2012 53
  • Tracking Goals & Conversions11/13/2012 54
  • GoalsUnderstanding Goals in Google Analytics Common Examples Business Visitor Success Objective Action Measure Generate Leads Complete Contact Form Form_submitted.html Drive Loyalty Sign up for Newsletter Subscription_confirmed.html Drive Revenue Complete a Purchase Thankyou.html Raise Awareness Whitepaper Download a Download_redirect.html11/13/2012 55
  • Creating GoalsStep 1: Enter Goal InformationGoal Name:Make it obvious so that you know what it refers toActive Goal:Set to active for goal information to be collectedGoal Type:This is usually the default of the URL destination, such as the thank you page11/13/2012 56
  • Creating GoalsStep 2: Goal Details (most important)The URL Destination Goal Type (as shown above) allows you to tell GoogleAnalytics that a goal has been completed when a visitor on your websitelands on a specific page.In the above example, if you have a thank you page for subscribers when theysign up for your mailing list, then that URL would be the Goal URL for a goalshowing a completed mailing list signup. The URL Destination Goal Type alsoworks great for a thank you page for a contact form submission.11/13/2012 57
  • Actionable Data from GoalsOnce you have set up goals, you can peruse the following areas of your GoogleAnalytics to discover more about those that are completing goals and conversionson your website. • Under Audience > Demographics > Location, see what countries, regions, and cities lead to the most goal conversions. • Under Traffic Sources > Sources > All Traffic, see what traffic sources bring the highest converting visitors. • Under Traffic Sources > Sources > Search > Organic, see what keywords converting visitors use to find your site. • Under Content > Site Content > Landing Pages, see what landing pages lead to the highest conversions.11/13/2012 58
  • Tracking ConversionsConversion Funnel is the path a customer takes from entering your site throughthe checkout process and finally the end goal being the purchase or signupconfirmation page.Step 3: Tracking Conversions11/13/2012 59
  • Conversion Funnel OverviewWith a conversion funnel, you can visualize the number of people who havestarted using your checkout system, how far into the process they go, wherethey exit, and the overall percentage of completions from start to finish.11/13/2012 60
  • Actionable Data from Conversion FunnelsOnce you have set up a conversion funnel, you can ask the following questions tobegin working on an action plan to increase your conversions. • Where do the most amount of people exit during the checkout process? • What pages do people go to when they exit? • Do people exit the checkout process to visit your return policy page? • Do people go back to the same product sales page from which they entered the shopping cart?11/13/2012 61
  • E-Commerce TrackingTransaction information is sent to the Google Analytics and tracks specificreferral sources to a conversion.Items that can be tracked:• Product purchased• Sales revenue• Conversion Rate• # of times people visited your site before purchasing11/13/2012 62
  • 11/13/2012 63
  • Multi-Channel FunnelsProvides the following: • How and when different channels had an impact on conversion. • Time lag • Path length • Top conversion11/13/2012 64
  • Multi-Channel Funnels: Conversion PathsThese paths track actions that lead to a conversion.Sample paths include: • Paid and Organic search • Referral sites • Affiliates • Social Networks • Email newsletters • Custom campaigns11/13/2012 65
  • Multi-Channel Funnels: Conversion Visualizer .74% of conversions came to the site through direct, organic search, and referral sources before converting.11/13/2012 66
  • Google Analytics: Mobile11/13/2012 67
  • Google Mobile AnalyticsBenefits: o Determine the quantity of mobile traffic and top devices / OS’s.This can help with decisions: o Mobile resources & budgets - Technical and Marketing o Mobile Site (responsive design) vs. Mobile App11/13/2012 68
  • Google Analytics: MobileTrack mobile traffic and their interactions11/13/2012 69
  • Google Mobile11/13/2012 70
  • Google Mobile App AnalyticsThe Google Mobile App Analytics feature is currently in beta testingThe reporting metrics that will be available include:1. Number of Installations of the App2. Devices and Networks used3. Geo location and languages spoken by visitors4. In-App purchase totals5. Customized tracking of special content (i.e. Video)6. Number of screens per visit and the order in which visitors move through these screens11/13/2012 71
  • Google Analytics: Social11/13/2012 72
  • Google Analytics: SocialTrack social activity through: • Google +1 clicks • Facebook “Likes” • Twitter “retweets” • Del.icio.us bookmarksQuestions Answered: • What are users saying about the brand? • Who is talking about your website? • What content is being shared? • What are the top social networks? • How much is social media affecting your bottom line?11/13/2012 73
  • Social Analytics Report11/13/2012 74
  • Tools & Resources11/13/2012 75
  • Matt Cutts Matt Cutts joined Google in 2000 as a Software Engineer and is currently head of Google’s Webspam team. His blog advises the public on how to get betterhttp://www.mattcutts.com/blog/ visibility in Google as well as webmaster issues in general.11/13/2012 76
  • Avinash Kaushik Avinash Kaushik is the best selling author of Web Analytics: An Hour A Day. He is the Analytics Evangelist for Google and the Co- Founder and CEO for Market Motive, an Internet Marketing Online Certification Site. Hishttp://www.kaushik.net/avinash/ blog Occam’s Razor is a great resource for Web Analytics and Reporting.11/13/2012 77
  • Google Analytics BlogGoogle Analytics Blog offers daily posts about different reports, functions,and features within Google Analytics.Example Posts: • Multi-Channel Funnels: Webinar, Checklist, Tips & Tricks • Automating Google Analytics Reporting • Tracking Adjusted Bounce Rate In Google Analytics • Understanding And Using Page Value11/13/2012 78
  • Google Analytics Blog11/13/2012 79
  • Search Engine Landwww.SearchEngineLand.com is a great resource for news andinformation about search engine marketing, optimization and howsearch engines such as Google and Yahoo.11/13/2012 80
  • Other Analytics Blogs11/13/2012 81
  • Google Analytics: YouTube Channel http://www.youtube.com/user/googleanalytics11/13/2012 82
  • Google Keyword Tool: www.google.com/sktoolBenefits:• See the most relevant search data from the original Keyword Tool and the Search- based Keyword Tool.• Search for keyword ideas using any combination of keywords, a URL, and categories.• Save specific keyword ideas while you search for new ones, by adding stars to your results.• Download starred keywords, all keyword results, all keywords for certain queries, or keyword ideas in bulk.11/13/2012 83
  • Google Keyword Tool: Finding Keywords11/13/2012 84
  • Google Insights for SearchCompare search volume patterns across specific regions, categories, timeframes and properties.11/13/2012 85
  • Compete: www.compete.comCompete provides digital insight and data from online consumer behavior11/13/2012 86
  • Google Webmaster ToolsWebmasters can: • Submit and check a sitemap • Check and set the crawl rate • Generate and check a robots.txt file11/13/2012 87
  • Website Grader: www.websitegrader.com Use this tool to do a quick site analysis. • Does it have SEO problems? • How popular is it in Social Media?11/13/2012 88
  • SEO & Analytics: Recap SEO AnalyticsA Partnership: • SEO established ranking & builds traffic • On-site SEO tactics • Off-site SEO tactics • Analytics guides the SEO decisions • Analytics allows users to: Filter traffic, Define Goals, Track visitors, etc.11/13/2012 89
  • Thank you! Kelly Cutler Stay in Touch kelly@marcelmedia.com Twitter: @kfcutler Linked in: /in/kellycutler11/13/2012 90