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How to do  - Google analytics - seo - test
How to do  - Google analytics - seo - test
How to do  - Google analytics - seo - test
How to do  - Google analytics - seo - test
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How to do  - Google analytics - seo - test
How to do  - Google analytics - seo - test
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How to do  - Google analytics - seo - test
How to do  - Google analytics - seo - test
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How to do  - Google analytics - seo - test
How to do  - Google analytics - seo - test
How to do  - Google analytics - seo - test
How to do  - Google analytics - seo - test
How to do  - Google analytics - seo - test
How to do  - Google analytics - seo - test
How to do  - Google analytics - seo - test
How to do  - Google analytics - seo - test
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How to do - Google analytics - seo - test

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  • Looking at traffic sources and their value
  • Looking at technology sources and their value
  • Looking at technology and traffic sources and their value in a cross
  • Setting up a remarketing list based on the users behavior on site, and preferences on Google+
  • There are many possibilities, and its almost easier to say what we cant use Google Analytics for..
  • Google Analytics also has tools for this
  • A short explanation on where to find what…Examples: Which traffic source gave the most valuable traffic last month on kea.dkWhich technology was used for most conversions last month on kea.dk
  • A short explanation on where to find what…Examples: Which traffic source gave the most valuable traffic last month on Dropdead.dk = Google cpc(cost per click) adwordsWhich technology was used for most conversions last month on Dropdead.dk = Crome browser on a windows machine..
  • Google Analytics also has tools for this
  • Visits(by source)Unique visitorsCost per Click(by source)
  • Video ViewsProducts viewsPageviews/time on site/ bounce rate
  • Purchases/ leads/ callsUse of where to buyWhitepaper downloadsDemo signups
  • Newsletter subscribersRepeat purchases% Returning visitors Retargeting clicks
  • Writes a review with link to site..(check trust pilot)Social media share( Google+ Allows to se what has been written – Facebook doesn’t)Big blog mentions, and traffic from theese
  • Newsletter subscribersRepeat purchases% Returning visitors Retargeting clicks
  • Newsletter subscribersRepeat purchases% Returning visitors Retargeting clicks
  • Newsletter subscribersRepeat purchases% Returning visitors Retargeting clicks
  • Which KPI’s do you need?
  • Which KPI’s do you need?
  • Which KPI’s do you need?
  • Which KPI’s do you need?
  • Which KPI’s do you need?
  • Which KPI’s do you need?
  • Which KPI’s do you need?
  • Transcript

    • 1. | 134Peder RudbeckTHE USER JOURNEYTools to understand and improve..
    • 2. | 134Peder Rudbeck12.15 – 14.00 Google analytics14.00 - 14.10 Break14.10 – 15.20 SEO15.20 – 15.30 Break15.30 – 16.30 Test of websiteTOOLS TO UNDERSTAND AND IMPROVEAgenda2
    • 3. | 134Peder RudbeckCand. IT - Digital Design og Kommunikation5 års konsulenterfaring fra UX branchen• IIHNordic – Online markedsføring og konverterings optimering• Interfazes – Usability og User Reserach• Snitkergroup – Usability, User Research og Netværksgrupper3TOOLS TO UNDERSTAND AND IMPROVEPeder Rudbeck
    • 4. | 134Peder RudbeckHvad er jeres erfaringer med:Google Analytics? ( Kender det ikke, har brugt det, er ret god til det)SEO? (Har hørt om det, kender SEO elementer, er ret god til det)Webside testing? (Har hørt om det, har foretaget få tests, er god til det)TOOLS TO UNDERSTAND AND IMPROVEAgenda4
    • 5. | 134Peder RudbeckTHE USER JOURNEYHow to use GA to get an understanding
    • 6. | 134Peder Rudbeck- What can we do with Google Analytics- How does Google Analytics work- A few thoughts on how use the numbers- A short look at the Interface…- Setting up Goals (Shown in the interface)- Going through how goals work with other metrics- Looking at Advanced segments- Break- An idea of metrics to be used in understanding the user journey- Setting up a remarketing campaign- Make a short report– a task for you..GOOGLE ANALYTICSAgenda6
    • 7. | 134Peder RudbeckWhat can we use Google analytics for?
    • 8. | 134Peder RudbeckGOOGLE ANALYTICSWhat can we use Google analytics for?8Goal:Soft:Seen a product siteTime on siteAmount of pages seenHard:Newsletter signupDownload whitepaperPurchase of product
    • 9. | 134Peder RudbeckGOOGLE ANALYTICSWhat can we use Google analytics for?9Goal:Soft:Seen a product siteTime on siteAmount of pages seenHard:Newsletter signupDownload whitepaperPurchase of product
    • 10. | 134Peder RudbeckGOOGLE ANALYTICSWhat can we use Google analytics for?10Goal:Soft:Seen a product siteTime on siteAmount of pages seenHard:Newsletter signupDownload whitepaperPurchase of product+
    • 11. | 134Peder RudbeckGOOGLE ANALYTICSWhat can we use Google analytics for?11Goal:Soft:Seen a product siteTime on siteAmount of pages seenHard:Newsletter signupDownload whitepaperPurchase of product
    • 12. | 134Peder RudbeckGOOGLE ANALYTICSWhat can’t we use Google analytics for?12
    • 13. | 134Peder RudbeckHow does it work?
    • 14. | 134Peder Rudbeck<script type="text/javascript">var _gaq = _gaq || [];_gaq.push([_setAccount, UA-219820-1]);_gaq.push([_trackPageview]);(function() { var ga = document.createElement(script); ga.type = text/javascript;ga.async = true;ga.src = (https: == document.location.protocol ? https://ssl : http://www) + .google-analytics.com/ga.js;var s = document.getElementsByTagName(script)[0]; s.parentNode.insertBefore(ga, s);})();</script>GOOGLE ANALYTICSHow does it work14
    • 15. | 134Peder RudbeckGOOGLE ANALYTICSHow does it work15
    • 16. | 134Peder RudbeckGOOGLE ANALYTICSMore Units/Browsers pr. User16It’s possible to get anidea of the ratio ofyou business at:http://www.fdim.dk/statistik/internet/toplisten
    • 17. | 134Peder RudbeckA few thoughts on how use the numbers
    • 18. | 134Peder RudbeckTHE USER JOURNEYSUBHEADER18Bounce rate – High or low – good or bad?
    • 19. | 134Peder RudbeckBounce rate - high or low - good or bad?Time on page - high or low - good or bad?New / returning visitor - differences in the way the usersbehave?Completed goals on the page - few or many?Conditions above should be considered in compare towhere the user are in the journey, and what we would likethe user to do on the site!THE USER JOURNEYMetrics that describe user behaviour19
    • 20. | 134Peder Rudbeck"Its not about what, but about why?"Analytics gives you answers to what happens, not whyusers do what they do!Therefore, be sure to compare Google Analytics data with avisual review of your website, and with other knowledgeabout user behavior(tests and interviews) that can help youunderstand why users do what they do!THE USER JOURNEYWeb Analytics provide What20
    • 21. | 134Peder RudbeckBe sure to compare same month in year to same month thefollowing yearBe sure to know what is going on in your business, so thatyou know why the numbers might deviate from expected…There also a technical side to consider, be sure youranalytics is set up right, in order to measure right!THE USER JOURNEYThings to consider21
    • 22. | 134Peder RudbeckThe Interface
    • 23. | 134Peder RudbeckGOOGLE ANALYTICSAn example23
    • 24. | 134Peder RudbeckGoto Google.com/analyticsLog in with – xxx@gmail.comPassword: xxxGOOGLE ANALYTICSThe interface24
    • 25. | 134Peder RudbeckWhich traffic source gave the most valuable traffic lastmonth on Dropdead.dk?Which technology was used for most conversions last monthon Dropdead.dk?GOOGLE ANALYTICSA Little task25
    • 26. | 134Peder RudbeckSetting up Goals
    • 27. | 134Peder RudbeckGoals(Goals ensure focus, understanding and prioritization)Communication(Sharing of data, knowledge and results ensures action)Historical data(Status and baseline lets us understand if our business are improving or not)GOOGLE ANALYTICSThe Challenge in your organization27
    • 28. | 134Peder RudbeckSoft:Users has seen a product siteTime spent on siteAmount of pages seenHard:Newsletter signupDownload whitepaperPurchase of product (ecommerce tracking)Other set goalsLet us set up a goal in the interface..THE USER JOURNEYSetting up the goals28
    • 29. | 134Peder RudbeckCreating advanced segments
    • 30. | 134Peder RudbeckApp Dedicated mobile siteResponsive siteWhat are the differences in the research we need to make in orderto create solutions for these three scenarios?THE USER JOURNEYData for development of a mobile solution30
    • 31. | 134Peder RudbeckIts possible to create segments on almost every metric –This can be useful for understanding specifics about thedifferent segments, and to focus your analysisHow about Danish iOS users?Let us set up this segment in the interface..THE USER JOURNEYThe customer journey towards your product31
    • 32. | 134Peder RudbeckIdeas for understanding the user journey
    • 33. | 134Peder RudbeckAttractionEngagementConversionRetainmentAdvocacyTHE USER JOURNEYThe customer journey towards a conversion33
    • 34. | 134Peder RudbeckxxTHE USER JOURNEYWhat measures can describe attraction34
    • 35. | 134Peder RudbeckxxTHE USER JOURNEYWhat measures can describe engagement?35
    • 36. | 134Peder RudbeckTHE USER JOURNEYWhat measures can describe a Conversion?36
    • 37. | 134Peder RudbeckTHE USER JOURNEYWhat measures can describe Retainment (The customer coming back for more)37
    • 38. | 134Peder RudbeckTHE USER JOURNEYWhat measures can describe Advocacy38
    • 39. | 134Peder Rudbeck 39Segment By:- Traffic source- Audience attributes- Geography- Campaigns- OtherAttractAdvocateRetainChurnReactivateEngageAbandonConvertTHE USER JOURNEYHow the metrics tell about the user journey• Visits(by source)• Unique visitors• Cost per Click(bysource)• Video Views• Products views• Pageviews/time on site/ bouncerate• Purchases/ leads/ calls• Use of where to buy• Whitepaper downloads• Demo signups• Newsletter subscribers• Repeat purchases• % Returning visitors• Retargeting clicks• Writes a review• Social media share• Offsite social mentions
    • 40. | 134Peder Rudbeck 40Segment By:- Traffic source- Audience attributes- Geography- Campaigns- OtherAttractAdvocateRetainChurnReactivateEngageAbandonConvertTHE USER JOURNEYHow the metrics tell about the user journey• Visits(by source)• Unique visitors• Cost per Click(bysource)• Video Views• Products views• Pageviews/time on site/ bouncerate• Purchases/ leads/ calls• Use of where to buy• Whitepaper downloads• Demo signups• Newsletter subscribers• Repeat purchases• % Returning visitors• Retargeting clicks• Writes a review• Social media share• Offsite social mentions
    • 41. | 134Peder Rudbeck 41Segment By:- Traffic source- Audience attributes- Geography- Campaigns- OtherAttractAdvocateRetainChurnReactivateEngageAbandonConvertTHE USER JOURNEYHow the metrics tell about the user journey• Visits(by source)• Unique visitors• Cost per Click(bysource)• Video Views• Products views• Pageviews/time on site/ bouncerate• Purchases/ leads/ calls• Use of where to buy• Whitepaper downloads• Demo signups• Newsletter subscribers• Repeat purchases• % Returning visitors• Retargeting clicks• Writes a review• Social media share• Offsite social mentions
    • 42. | 134Peder RudbeckDoing retargeting in Google Analytics
    • 43. | 134Peder RudbeckGOOGLE ANALYTICSHow remarketing works43
    • 44. | 134Peder RudbeckGOOGLE ANALYTICSHow remarketing works44
    • 45. | 134Peder RudbeckGOOGLE ANALYTICSHow remarketing works45
    • 46. | 134Peder RudbeckGOOGLE ANALYTICSHow remarketing works46
    • 47. | 134Peder RudbeckGOOGLE ANALYTICSHow remarketing works47
    • 48. | 134Peder RudbeckGOOGLE ANALYTICSHow remarketing works48
    • 49. | 134Peder RudbeckGOOGLE ANALYTICSFurther resources49Google Conversion university – Tutorials on Google Analytics http://www.google.com/intl/en/analytics/iq.html?Google Campaign code builder - http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578Occams razor – great blog about webanalytics http://www.kaushik.net/avinash/Helpcenter article on Remarketing Lists in Google Analytics:https://support.google.com/analytics/answer/2611268?hl=en#Updating your Analytics Tracking Code:https://support.google.com/analytics/answer/2444872#Updating your privacy policy:https://support.google.com/analytics/answer/2700409?rd=1#Linking/Unlinking Analytics and AdWords accounts: https://support.google.com/analytics/answer/1033961#More on visitor segments in Google Analytics:https://support.google.com/analytics/answer/2611820#Common targeting strategies: https://support.google.com/analytics/answer/2611289?hl=en&ref_topic=2611283#
    • 50. | 134Peder RudbeckBreak – 10 minuttes
    • 51. | 134Peder RudbeckSEOHow to create content that ranks well,and factors to consider in this process…
    • 52. | 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONTodays example… kea.dk/e-concept52
    • 53. | 134Peder Rudbeck“Ask yourself what creates value for you users”GoogleSe Also Google SEO Starter guide:http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/da//webmasters/docs/search-engine-optimization-starter-guide.pdfSEARCH ENGINE OPTIMIZATIONSEO According to Google5353
    • 54. | 134Peder RudbeckGoogle and other Search engines makes algorithms, that presents the mostvaluable content in the SERP to the users. Google does this based on theknowledge the users gives Google…This knowledge could be:- Search keyword(s)- Geographical placement- Previous search history- Other?A big part of being able to present the most valuable content is the possibility forthe Google-bot to understand the content, and thereby value of the page(thistakes a SEO page in many ways)..SEARCH ENGINE OPTIMIZATIONWhat is Google’s goal?54
    • 55. | 134Peder RudbeckOr put in other words – the goal is to match the user with the right content..SEARCH ENGINE OPTIMIZATIONWhat is Google’s goal?55
    • 56. | 134Peder RudbeckTechnically correct site – Applying W3C standards, good usability,applying SEO technically principlesLinkbuildingContent optimization – Usage ofkeywords in content and wellwritten contentKeyword Research – Identify what the mostrelevant and obtainable keywords for your sitespages areSEARCH ENGINE OPTIMIZATIONElements of SEO56
    • 57. | 134Peder RudbeckAdwords (PPC, SEM)Adwords(PPC,SEM)Organic resultsSEOSEARCH ENGINE OPTIMIZATIONGoogle SERP (Search engine result page)57
    • 58. | 134Peder Rudbeck• Users read Googleas an F• The lower the screenresolution the usershave, the higher yourresult has to beplaced in order to beseen..SEARCH ENGINE OPTIMIZATIONGoogle SERP (Search engine result page)58
    • 59. | 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONPage rank - http://www.prchecker.info/59
    • 60. | 134Peder RudbeckNumber of links to your site and the importance/ Authority of theselinksBased on:Relevance - the relevance of the inbound linksTrust - the importance / Authority of the linksCheck your (and your competitors) page rank at:http://www.prchecker.info/Check the back links to your site in Google Webmaster tools:https://www.google.com/webmasters/tools/homeSEARCH ENGINE OPTIMIZATIONPage Rank – a definition’ish
    • 61. | 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONPage Rank – In smileys ;-)
    • 62. | 134Peder RudbeckTechnically correct site – Applying W3C standards, good usability,applying SEO technically principlesLinkbuildingContent optimization – Usage ofkeywords in content and wellwritten contentKeyword Research – Identify what the mostrelevant and obtainable keywords for your sitespages areSEARCH ENGINE OPTIMIZATIONElements of SEO62
    • 63. | 134Peder Rudbeck• Abides W3C standards• No HTML errors• No Css errors• Avoid all unnecessary code• Menu built as list view <li>• No Javascript menu’s• No Flash elements• Avoid frames• ..SEARCH ENGINE OPTIMIZATIONTechnical SEO63
    • 64. | 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONWebmaster tools and SEO64
    • 65. | 134Peder RudbeckJava script will generally not beread by search enginesDo not use java script to definelinks / menuDont use FlashMinimize JavaScriptSEARCH ENGINE OPTIMIZATIONJavascript and SEO65
    • 66. | 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONAvoid duplicate content1. Google discovers duplicatecontent..1. Google Decides which one is theoriginal, and throws the other out ofthe index..66
    • 67. | 134Peder RudbeckLocation of server – (has to be as local as possible)Robots.txt – makes It possible to exclude chosen parts ofthe site from being indexed in one place –Eg. If you have static print-friendly pages(with a copy of your html pages),it is a must that they are not crawlable - or youll get problems with duplicatecontent..htaccessMore complicated file, that lets you control how your site is being indexed..SEARCH ENGINE OPTIMIZATIONServer issues and SEO67
    • 68. | 134Peder RudbeckNofollow - <a href="http://webpage.com" rel="nofollow">link to web page</a>Googlebot doesn’t follow the link! (Affiliates, and linking to places you are not sureare best neighbourhood)Noindex - <head><meta name="robots" content="noindex"></head>Googlebot doesn’t index the page! (If you have pages that you want to keep out ofthe Google index)Rel=”canonical” place link on the pages that are non canonical..By similar content, Googlebot know which page is the “right” page!SEARCH ENGINE OPTIMIZATIONNofollow and SEO – Avoid duplicate content and bad linking68
    • 69. | 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONURL’s and SEO69
    • 70. | 134Peder RudbeckVision, Mission og Værdierhttp://www.teknos.fi/page/?name=om%20teknos_navi&t=left_navi&open=vision,_mission,_vaerdierKurser om akustik og ekstern støjhttp://old.delta.dk/web/dk/docdk.nsf/6b0201744cf26453c1256ff6003dc987/db4404d51abb1a2ac1256fa9002f0328?OpenDocumentSEARCH ENGINE OPTIMIZATIONBad URL’s and SEO70
    • 71. | 134Peder RudbeckConsider buying related domains• Typos• Nearby domain names• Product names• Promo DomainsRedirect domain names correctlyExtend the domain name for as long as possible - domains life showsseriousnessSub domains Vs. Main domain - blog.domæne.dk Vs. Domain.com / blogSEARCH ENGINE OPTIMIZATIONDomain management and SEO71
    • 72. | 134Peder Rudbeck200 OK301 Moved Permanently302 Found304 Not Modified307 Temporary Redirect400 Bad Request401 Unauthorized403 Forbidden404 Not Found410 Gone500 Internal Server Error501 Not Implemented301302SEARCH ENGINE OPTIMIZATIONRedirects and SEO – retain the juice!72
    • 73. | 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONLocal search and SEO73
    • 74. | 134Peder Rudbeck40% of all search terms show local interestLocal search devaluates ordinary SERPsSEARCH ENGINE OPTIMIZATIONLocal search and SEO74
    • 75. | 134Peder RudbeckSign up under Google PlacesGet into Local Yellow pagesAddress(es) placed on every page of your siteSEARCH ENGINE OPTIMIZATIONLocal search and SEO75
    • 76. | 134Peder RudbeckTechnically correct site – Applying W3C standards, good usability,applying SEO technically principlesLinkbuildingContent optimization – Usage ofkeywords in content and wellwritten contentKeyword Research – Identify what the mostrelevant and obtainable keywords for your sitespages areSEARCH ENGINE OPTIMIZATIONElements of SEO76
    • 77. | 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONKeyword research77
    • 78. | 134Peder Rudbeck• Users often are looking for a need / problem - not thesolution or products? Eg. Seeking "diabetes" not"insulin”• Users read the first title with keyword thereafterdescription and URLSEARCH ENGINE OPTIMIZATIONCommon user behaviour when searching78
    • 79. | 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONKeyword research79The goal here is to come up with keywords that addresscustomer needs – AND are low competitive!Look into Google Webmaster Tools and Google Analytics tose what keywords users use..Analyse your competitors website for keywords
    • 80. | 134Peder Rudbeck• Only guessing keywords and search phrases• Focusing on only one keyword instead of phrases of more keywords• Choosing the same keywords as your competitors without analyzingthem first• Choosing too “cold - general” keywords• Choosing too “ warm – high competition” keywordsSEARCH ENGINE OPTIMIZATIONKeyword research – Common mistakes80
    • 81. | 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONKeyword research – Best keywords(taken from slide 37 of SEOmoz’s Presentation)81
    • 82. | 134Peder RudbeckOpen a spreadsheet an make a sheet forthe different landing pages on your sitekea.dk/e-concept has following pages:• E-concept development (BA) :: kea.dk• Facts :: kea.dk• Study form :: kea.dk• Career opportunities :: kea.dk• Further education :: kea.dkThis Keyword-spreadsheet can be used,or consider making your own system forunderstanding keywords…SEARCH ENGINE OPTIMIZATIONThe Keyword spreadsheet82
    • 83. | 134Peder RudbeckGo to - Ranks.nl page analyzerAnalyze your pages for the keywords they are optimized for at the momentAre they the keywords you want to use?In order to rank well(page 1) on keyword your keyword density should be around 5%(No more no less – and be careful only to use this measure!)Consider whether your Keyword density on prime keywords should be raised on some ofthe pages..(after the keyword research)SEARCH ENGINE OPTIMIZATIONAnalysing the page for keywords83
    • 84. | 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONAnalysing your homepage84
    • 85. | 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONAnalysing competitors homepagesCompetitors to: http://www.kea.dk/da/uddannelser/e-concept-development-ba/Competitors would be:http://www.eaaa.dk/videreg%C3%A5ende+uddannelser/web,+medier+og+kommunikation/pba+i+e-konceptudviklinghttp://www.dmjx.dk/kurser-og-videreuddannelse/akademiuddannelser/kreativitet-designhttp://www.ucn.dk/Forside/Uddannelser/E-konceptudvikling.aspxOther Competitors?85
    • 86. | 134Peder RudbeckRun your competitors site through Ranks.nlSearch Google for the different Keywords/ phrases that to your landingpagesClick the first 3-5 links that’s first on the Google search result pageCheck the source code for the keywords in the<Title><Meta name=“ Description”><Meta name=“ Keywords”>Write the keywords into the spreadsheetSEARCH ENGINE OPTIMIZATIONAnalysing competitors homepages86
    • 87. | 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONLook in Google Analytics for keywords that lead to the different pages on yoursite87
    • 88. | 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONUse Google Adwords keyword tool to get new ideas, and determine searchvolume on the words in your spreadsheet –88
    • 89. | 134Peder RudbeckOpen the http://www.google.com/trends/ for searchPound in the keywords and get a picture of their seasonality(setlocation) and usageMake a choice if it is ok or not whether they are seasonalHave a look at which region the keywords are used, and what theforecast for their usage is..Pick the best Keywords based on your analysisSEARCH ENGINE OPTIMIZATIONKeywords usage fluctuation over time89
    • 90. | 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONKeyword tendency usage over time90
    • 91. | 134Peder RudbeckTechnically correct site – Applying W3C standards, good usability,applying SEO technically principlesLinkbuildingContent optimization – Usage ofkeywords in content and wellwritten contentKeyword Research – Identify what the mostrelevant and obtainable keywords for your sitespages areSEARCH ENGINE OPTIMIZATIONElements of SEO91
    • 92. | 134Peder RudbeckIt’s the “ last mile” to good search rankings…AND relevant, accessible, well written content will beusable to a lot of people -> and therefor it will create goodlinks -> resulting in a better page rank ->more people willsee the content thus creating more links -> better page rank->…..SEARCH ENGINE OPTIMIZATIONSEO Copywriting92
    • 93. | 134Peder RudbeckWrite easy to read textAvoid:• Writing Sloppy texts with many spelling and grammatical mistakes• Embedding text in images for textual contentStay organized around the topicAvoid:• Dumping large amounts of text on varying topics onto a page, without paragraph,subheading or layout separationCreate fresh, unique contentAvoid:• Rehashing(or copying) existing content• Having duplicate, or near duplicate content versions across your siteSEARCH ENGINE OPTIMIZATIONSEO Content optimization93
    • 94. | 134Peder RudbeckContent optimization should consider:Page titleMeta descriptionMeta keywordsHeadlinesBodyKeywords in body text and in:<b> Bold </b><i> Italic </i><li> Lists </li>PicturesAlt tagsSEARCH ENGINE OPTIMIZATIONSEO Content optimization94
    • 95. | 134Peder RudbeckVery important in SEO copywritingMaximum 65 characters6-10 wordsAlways unique for every pageSEARCH ENGINE OPTIMIZATIONTitle on page and SEO95
    • 96. | 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONTitles on page and SEO96
    • 97. | 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONKeywords in title and SEO97
    • 98. | 134Peder Rudbeck• When Unknown brand: keyword - (benefits) secondarykeyword - call to action – (Brand)• If known Brand: Brand- keyword-(benefits) secondarykeyword - call to actionSEARCH ENGINE OPTIMIZATIONTitle on every page and SEO98
    • 99. | 134Peder RudbeckMax 158 charactersPrimary keyword - secondary keywordBenefits, "in business since ..." "our clients include ..."Call to actionSEARCH ENGINE OPTIMIZATIONMeta description on every page and SEO99
    • 100. | 134Peder RudbeckAlways write unique texts - not copied from other contentAvoid:• Generic terms: "This page is about .." "welcome to..”• A long list of keywordsSEARCH ENGINE OPTIMIZATIONMeta description SEO100
    • 101. | 134Peder RudbeckThe headline of every page should describe what thecontent is all about!Use <h1> only once ! </h1>H2 can be used several times for subheadingsH3 can be used several times for sub sub headings – Butunder H2The <h> tags should be used hierarchicallyUse the keywords you researched for the page in theheaderSEARCH ENGINE OPTIMIZATIONHeadline and SEO101
    • 102. | 134Peder RudbeckUse small short paragraphsA line should contain no more than 7 wordsUse subheads for structuring contentText Formatting use:<b> Bold </b> Phone numbers, email addresses or links..<i> Italic </i> Provide emphasis or denote titles<li> Lists </li> For content ordered in a list…SEARCH ENGINE OPTIMIZATIONText body and SEO102
    • 103. | 134Peder RudbeckLink to other parts of your website as reference in your textAvoid general anchor text like "Read more .." "product information","click here”Avoid sites that ends blindly - guide users onGive users a reason to click on the linkSEARCH ENGINE OPTIMIZATIONInternal linkbuilding and SEO103
    • 104. | 134Peder RudbeckAlways write your copy for your reader first and foremost(Not for the Search engines). Don’t put to much weight onto keyword densityCreate original contentIts being rewarded (and copying content are being severely punished!)Googles concern regarding ranking isWhether your keywords are in your title tags meta description, header etc., andthat they are aligned with your contentDon’t forget to link outLinking out to authoritative articles not only adds to your reader experience andkeeps Google happy; it could also help you attract inbound linksSEARCH ENGINE OPTIMIZATIONText body and SEO104
    • 105. | 134Peder RudbeckOf course – Optimize image size for webALT TagsDescribe the image content to usersUse keywordsSearch engines read only ALT text and picture namingSEARCH ENGINE OPTIMIZATIONPictures and SEO105
    • 106. | 134Peder Rudbeckhttp://www.fotoagent.dk/single_picture/10649/138/medium/499341_1.jpghttp://www2.viauc.dk/PublishingImages/Laerer/image/Forside/Godhistorie_efterskole.jpgSEARCH ENGINE OPTIMIZATIONPictures and SEO106
    • 107. | 134Peder RudbeckNaming and location:Wrong:/ filer/images/sep/09/100928837.jpgRight:/ kamera/sony/digital/sony-DSC-W90.jpgSEARCH ENGINE OPTIMIZATIONPictures and SEO107
    • 108. | 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONGood content and SEOFollowing these guidelines should create awebsite with easy to find pages, andvaluable content that users would want tolink to as a resource.. This again create abetter SERP, which makes the pages easierto find….108
    • 109. | 134Peder RudbeckTechnically correct site – Applying W3C standards, good usability,applying SEO technically principlesLinkbuildingContent optimization – Usage ofkeywords in content and wellwritten contentKeyword Research – Identify what the mostrelevant and obtainable keywords for your sitespages areSEARCH ENGINE OPTIMIZATIONElements of SEO109
    • 110. | 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONLinkbuilding and SEO110
    • 111. | 134Peder RudbeckRelevanceAuthorityLinks from sites with high authorityLinks from many different domainsDeep links - links to pages beyond the TLDLocal links from the geographical local areaLinks with good anchor textSEARCH ENGINE OPTIMIZATIONExternal linkbuilding and SEO111
    • 112. | 134Peder RudbeckWho Links to your website?Check it with Google Webmaster tools -https://www.google.com/webmasters/tools/home(Use: BI5KEA@gmail.com - password: 123Super)SEARCH ENGINE OPTIMIZATIONExternal linkbuilding and SEO112
    • 113. | 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONExternal linkbuilding and SEO113
    • 114. | 134Peder Rudbeck• Request a link from a partner• Develop tools or content and give it away• Create widgets (e.g. Loan Calculators)• Publish on social networks• Create PR - press releases with links to your content• Partners, suppliers, subsidiaries• Comment on blogs, Insert link to material from your site asa reference• Run a Blog related to your site, and be an expert in yourfield..link to your content and services in the blogsSEARCH ENGINE OPTIMIZATIONExternal linkbuilding and SEO114
    • 115. | 134Peder RudbeckSEARCH ENGINE OPTIMIZATIONAvoid linkfarms115
    • 116. | 134Peder RudbeckLinks from bad neighborhoods candammage your SEOLinks to bad neighborhoods candammage your SEOBeing on the same server as badneighborhoods can damage yourSEOHow to find out about badneighborhoods..SEARCH ENGINE OPTIMIZATIONBad neighbourhoods and SEO116
    • 117. | 134Peder Rudbeck- Technically correct site: http://validator.w3.org/- Webmaster tools - https://www.google.com/webmasters/tools/home(Use: BI5KEA@gmail.com - password: 123Super)- Google Analytics - http://www.google.dk/intl/da/analytics/(Use: BI5KEA@gmail.com - password: 123Super)- Google Keyword tool: https://adwords.google.com/o/KeywordTool- Google trends for searches: http://www.google.dk/trends/- Page rank checker http://www.prchecker.info/- Analyzing pages for keywords and more; http://www.ranks.nl/- Keyword difficulty tool: http://pro.seomoz.org/tools/keyword-difficultySEARCH ENGINE OPTIMIZATIONTools to help SEO117
    • 118. | 134Peder RudbeckBreak – 10 minuttes
    • 119. | 134Peder RudbeckTESTING YOUR HOMEPAGETools to understand and improve..
    • 120. | 134Peder RudbeckTESTING YOUR HOMEPAGEWhy do user testing?120Goal:Soft:Seen a product siteTime on siteAmount of pages seenHard:Newsletter signupDownload whitepaperPurchase of productA lot of traffic is worthless if the users cant find out how to achievetheir goals on your webpage
    • 121. | 134Peder RudbeckTESTING YOUR HOMEPAGEWhy do user testing?121Some statistics:"The rule of thumb is that the cost-benefit ratio for usability is$1-$100. Once a system has been released, it costs 100 timesas much to fix a problem, than fixing it in the design process.”"The average UI(user interface) has 40 flaws. Correcting theeasiest 20 of these yields an average improvement in usabilityof 50%. “
    • 122. | 134Peder RudbeckTESTING YOUR HOMEPAGEWhy do user testing?122David Chaffey, E-Business & E-Commerce Management, 5th Edition, © Marketing Insights Limited 2012
    • 123. | 134Peder RudbeckPre analysis phase:• Desk Research• Ethnographic research• Expert interview• Focus group• Surveys• Contextual interview• Personas• Task Analysis• Cultural probeConcept phase:• User Scenarios• Card Sorting• Focus group• Personas• User Cases• Guerilla ResearchPrototype phase• Card Sorting• Think out loud testing• Personas• Paper prototypes• Balsamique /Axure prototypes• Remote Usability Test• Eye tracking• Chalkmark• Heuristic evaluation• Surveys• Web accessibility auditsThe further development (The product is always inbeta!).• Card Sorting• Think out loud testing• Remote Think out loud test• Automated user testing (UzerZoom etc. Click tale)• Personas• Eye tracking• Web analytics• Heuristic evaluation• Surveys5USER RESEARCHMethods for involving the user
    • 124. | 134Peder RudbeckTESTING YOUR HOMEPAGEMapping different methods of User Research124What do the user do?Why do the user do it?
    • 125. | 134Peder RudbeckQUALITATIVE RESEARCHWeb analytics125Good for understanding what users do on a homepagePros: Can be conducted at your desktop, not so time consuming, quantifiableCons: Rarely possible to get in depth understanding of the users, only for webBut Why?
    • 126. | 134Peder RudbeckQUALITATIVE RESEARCHThink out loud test/ Remote Think out loud test/Eye tracking126Good for understanding Usability problems on a product or late prototypePros: The actual TG users are using the products, eyetracking results can be quantified.Users can be interviewed about their experienceCons: Recruiting and conducting tests can be time consuming, eyetracking equipment isexpensive
    • 127. | 134Peder RudbeckQUALITATIVE RESEARCHThink out loud test127
    • 128. | 134Peder RudbeckQUALITATIVE RESEARCHUnmoderated remote usability test128Good for understanding Usability problems on a product or late prototypePros: Can be conducted at your desktop, not so time consumingCons: Harder to get in depth understanding of the users, and their problems with theproduct, mostly for web
    • 129. | 134Peder RudbeckHOW EYETRACKING WORKSTobii Eye trackers129
    • 130. | 134Peder RudbeckSETTING UP A EYETRACKING STUDYTesting out our graphical designThere is a big difference in how the spectator looks at the actual message and Pampersbrand – depending on the way the baby looks at the spectator or at the Pampers message130
    • 131. | 134Peder RudbeckSETTING UP A EYETRACKING STUDYSUBHEADERSetting up a studie in the eyetracker…131
    • 132. | 134Peder RudbeckTESTING YOUR HOMEPAGEThe payoffs of usability testing:• Usable, appealing, and effective homepages• Credible marketing claims• Compelling product demonstrations• Increased sales• Reduced need for customer support• Longer market life132
    • 133. | 134Peder RudbeckTESTING YOUR HOMEPAGEWhen to use which methods..• DIFFERENT Projects needs different methods for collecting UserResearch• DIFFERENT STAGES of a project needs different methods forcollecting User Research• Some methods gather WHY other gather WHAT information• Always try to have TRIANGULATION of the methods in mind – anduse that! (Triangulation means combining methods in order to reapthe benefits of the various methods..)133
    • 134. | 134Peder RudbeckTESTING YOUR HOMEPAGEResources on usability testing134• http://www.upassoc.org/usability_resources/usability_in_the_real_world/index.html• www.snitkergroup.com• www.interfazes.dk• www.brugertest.nu• http://www.sensible.com/downloads-rsme.html• http://www.nngroup.com/topic/eyetracking/• https://www.youtube.com/watch?v=Xp4pLOk_PtQ

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