SEO & Online Measurement<br />Delivered by Simon Wharton & Kieron Hughes<br />For Manchester Science Park<br />18/03/2011<...
PushON<br />	PushON are an award-winning online marketing and web development agency based in Manchester but servicing cli...
 Search Engine Optimisation (SEO)
 Pay-Per-Click (PPC)
 Search Engine Marketing (SEM)
 Viral Marketing
 Social Media Strategies
 Email Marketing
 Online Reputation Management
 Online Marketing Consultancy</li></ul>SEO & Online Measurement<br />
SEO & Online Measurement<br />Awards<br />
Topics We Will Cover<br />Search Engine Optimisation Basics<br />Website Targeting<br />Measurement of Traffic<br />Google...
1. Search Engine Optimisation<br />SEO & Online Measurement<br />
What is SEO?<br />	Defined as “the active practice of optimising a website by improving internal and external aspects in o...
What’s the benefit?<br />SEO & Online Measurement<br /><ul><li>Measurable results
Brand Visibility
Cost Effective Customer Acquisition
Repeat Business
Low Cost & High Value
Increase traffic to a website</li></li></ul><li>How does it work?<br />	Search engines algorithmically rank websites based...
How does it work? (2)<br />SEO & Online Measurement<br />
SEO: On-site Optimisation<br />	There are a number of “on-page” signals that search engines look for when they visit a web...
SEO: Off-site Optimisation<br />	Although a lot can be gained by the search engines from looking at a website itself, exte...
SEO: Monitoring & Refining<br />	Once a website is well optimised from a search engine point of view and external presence...
2. Targeting<br />SEO & Online Measurement<br />
Finding what people search for<br />	The great thing about search engine optimisation, is that you can understand the term...
Finding when they are searching<br />	Not only can approximate search volumes be researched for a limitless set of key phr...
Applying this knowledge<br />	The insights gained from this keyword analysis can be invaluable in terms of targeting peopl...
3. Measuring Traffic<br />SEO & Online Measurement<br />
Why measure traffic?<br />	Whether you have an “optimised” website or not, monitoring the traffic data is a must.<br />Und...
Tools for measuring traffic<br />	There are a number of tools available that work very well to monitor traffic and gain ac...
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Introduction to SEO & Online Measurement - PushON

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An introduction to search engine optimisation (SEO) and online measurement with the use of Google Analytics. Delivered by PushON to the tennants of Manchester Science Park on Friday 18th March 2011.

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Introduction to SEO & Online Measurement - PushON

  1. 1. SEO & Online Measurement<br />Delivered by Simon Wharton & Kieron Hughes<br />For Manchester Science Park<br />18/03/2011<br />
  2. 2. PushON<br /> PushON are an award-winning online marketing and web development agency based in Manchester but servicing clients throughout Europe We are a team of 14 who are specialists in: <br /><ul><li> Website Build
  3. 3. Search Engine Optimisation (SEO)
  4. 4. Pay-Per-Click (PPC)
  5. 5. Search Engine Marketing (SEM)
  6. 6. Viral Marketing
  7. 7. Social Media Strategies
  8. 8. Email Marketing
  9. 9. Online Reputation Management
  10. 10. Online Marketing Consultancy</li></ul>SEO & Online Measurement<br />
  11. 11. SEO & Online Measurement<br />Awards<br />
  12. 12. Topics We Will Cover<br />Search Engine Optimisation Basics<br />Website Targeting<br />Measurement of Traffic<br />Google Analytics<br />Actionable Insights<br />SEO & Online Measurement<br />
  13. 13. 1. Search Engine Optimisation<br />SEO & Online Measurement<br />
  14. 14. What is SEO?<br /> Defined as “the active practice of optimising a website by improving internal and external aspects in order to increase the traffic the site receives from search engines”. – SEOmoz, 2010.<br />SEO & Online Measurement<br />
  15. 15. What’s the benefit?<br />SEO & Online Measurement<br /><ul><li>Measurable results
  16. 16. Brand Visibility
  17. 17. Cost Effective Customer Acquisition
  18. 18. Repeat Business
  19. 19. Low Cost & High Value
  20. 20. Increase traffic to a website</li></li></ul><li>How does it work?<br /> Search engines algorithmically rank websites based on their authority and relevance to the search query being entered.<br /> A number of factors are used to determine which websites are ranked higher than others.<br />Code – Content – Connections - Conversion<br /> There are no quick wins (unfortunately).<br />SEO & Online Measurement<br />
  21. 21. How does it work? (2)<br />SEO & Online Measurement<br />
  22. 22. SEO: On-site Optimisation<br /> There are a number of “on-page” signals that search engines look for when they visit a website.<br />Content<br />Page titles<br />Page headings<br />Structure<br />Internal linking<br /> Page relevance is key.<br />SEO & Online Measurement<br />
  23. 23. SEO: Off-site Optimisation<br /> Although a lot can be gained by the search engines from looking at a website itself, external links (or “backlinks”) are judged as being the most important contributing factor for SEO.<br />SEO & Online Measurement<br />Client Website<br />Business Partner<br />Your Website<br />Business Directory<br />Social Network<br />
  24. 24. SEO: Monitoring & Refining<br /> Once a website is well optimised from a search engine point of view and external presence has begun to increase, refinements need to be made based on the data being monitored.<br />Content additions<br />Tweaking of on-site optimisation<br />Social integration<br />Conversions<br />SEO & Online Measurement<br />Client Website<br />Your Website<br />Business Directory<br />
  25. 25. 2. Targeting<br />SEO & Online Measurement<br />
  26. 26. Finding what people search for<br /> The great thing about search engine optimisation, is that you can understand the terms and phrases that people actually search for within the search engines.<br />SEO & Online Measurement<br />
  27. 27. Finding when they are searching<br /> Not only can approximate search volumes be researched for a limitless set of key phrases; trending data also allows us to understand seasonality, topical popularity and more.<br />SEO & Online Measurement<br />Trending data for “solar PV”<br />
  28. 28. Applying this knowledge<br /> The insights gained from this keyword analysis can be invaluable in terms of targeting people on your website.<br />SEO & Online Measurement<br />a) Apply the data to existing pages<br />b) Create new pages around the data<br />Developing new content pages specifically around the keyword opportunities from the insights gained.<br />Retrofitting the keyword optimisation to each of the most relevant pages across the website.<br />
  29. 29. 3. Measuring Traffic<br />SEO & Online Measurement<br />
  30. 30. Why measure traffic?<br /> Whether you have an “optimised” website or not, monitoring the traffic data is a must.<br />Understanding the quantity of visitors<br />Analysing visitor profiles<br />Viewing popular content/pages<br />Monitoring visitor intent<br />SEO & Online Measurement<br />
  31. 31. Tools for measuring traffic<br /> There are a number of tools available that work very well to monitor traffic and gain actionable insights.<br />SEO & Online Measurement<br />
  32. 32. 4. Google Analytics<br />SEO & Online Measurement<br />
  33. 33. Benefits of using Analytics<br />Monitor goal conversions & e-commerce<br />Monitor engagement (ie. time on site, bounce rate, etc)<br />Setup customisable reports<br />Advanced segmentation<br />Visual charts <br />Plus, it’s very easy to install and use!<br />SEO & Online Measurement<br />
  34. 34. Analytics basic reports<br />SEO & Online Measurement<br />Conversion (goal) data<br />Dashboard – visitor data<br />
  35. 35. Analytics basic reports (2)<br />SEO & Online Measurement<br />Traffic sources data<br />E-commerce data<br />
  36. 36. Custom Reports<br /> Custom reports can be setup to provide dashboard-like overviews of data that you deem to be most important for various areas of your website.<br />SEO & Online Measurement<br />
  37. 37. 5. Actionable Insights<br />SEO & Online Measurement<br />
  38. 38. So how does Analytics help?<br /> Google Analytics provides actionable insights, such as:<br />Which pages are not working (to convert)<br />Where people are dropping out in the conversion process<br />Which areas of the site have low engagement<br />Which traffic sources provide the least value<br />SEO & Online Measurement<br />
  39. 39. What can you do with this data?<br /> Once you’ve setup goals and basic reports, the data is then there for you to use to improve your website.<br />Example:<br /> Low engagement<br />SEO & Online Measurement<br />Identify sections with low bounce rate, and average time on page (compared with others)<br />Analyse the sources of traffic<br />Consider things that can be done to encourage engagement on the page<br />Implement the changes and monitor Analytics to see the affect<br />
  40. 40. What can you do with this data? (2)<br /> The various visualisation options in Google Analytics allow you to understand potential improvements that could be made to your website without doing a lot of in-depth analysis.<br />SEO & Online Measurement<br />
  41. 41. Summary<br />SEO & Online Measurement<br />
  42. 42. Key Take-Away Points<br />SEO is an ongoing process, and there are no quick wins<br />A combination of on-site & off-site optimisation are needed<br />Use available data to actually see what people are searching for<br />Measure as much data as you can (even if you don’t use it all)<br />Use reporting options to monitor your KPIs<br />Ensure you are always monitoring and refining<br /> Finally...<br /> Setup Google Analytics yourself (or ensure you have admin access)<br />SEO & Online Measurement<br />
  43. 43. Kieron Hughes, PushON Ltd.<br />Thank you for listening. Any questions?<br />
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