Is your PR expertise being trumped by marketing specialists? You can regain control of your website by becoming skilled in the basics of website analytics and SEO. With this knowledge, you will have more control over your website strategy. This session covers how to use web analytics to analyze your current performance, what benchmarks you should use, and which statistics you should focus on. You’ll learn how to research and identify your target audience and to discover what search terms they use to find you. You’ll get a basic introduction to SEO, with understandable explanations of how search engines work.

1. Take Control of
Your Website
Lessons in Website
Management for PR Pros
Caitlin Kaluza
Marketing/Communications Manager
Schipul – The Web Marketing Company
@qcait | slideshare.net/qcait
Photo credit: flickr.com/photos/38168573@N00/68843954

2. About Caitlin

3. Case Studies
Pages
Portfolio Schipul.com
Staff Bios Blog.schipul.com
Photos TheSEMBlog.com
Articles Blog Posts
Press Releases
Videos
Tendenci.com Contact Forms
Blog.Tendenci.com
Tendenci.org

4. Your Website. It’s Alive!
…but not scary
Photo credit: flickr.com/photos/bagaball/6957682511

5. What We’ll Cover
1. Search Engine
Fundamentals
2. Analytics –
What Matters?
3. SEO Content
Strategy
Photo Credit: flickr.com/photos/andrewbain/2422471153

6. What you need to know
SEARCH ENGINE MARKETING
BASICS
Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company

7. How Does a Search Engine Work?
Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company

8. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

9. Search Engines
Are Deaf & Blind
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

10. Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company

11. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company

12. Search Engine Relationships
bruceclay.com/serc.htm
Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company

13. What Do Search Engines Look For?
• Readable Text
• Fresh, unique content
• Good site architecture
• Unique meta info
• Relevant inbound links
bruceclay.com/seo-hierarchy-of-needs.htm
Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company

14. Write great content
+
SEO = Use your keywords
where they make
sense
Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company

15. Penguin &Panda: Not Just Cute Animals!
Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company

16. Content is King
Photo credit: flickr.com/photos/wrumsby/45536989

17. MAKING SENSE OF ANALYTICS
Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company

18. Definitions
• Visits # of instances of a visit
• Pageviews Total views of all pages
• Bounce Rate People who landed on one page & left
without clicking anywhere
• New Visits Based on a cookie in your browser
Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company

19. Top 5 Metrics That Matter
1. Visit Trends
Month vs month AND year vs year
2. Engagement Trends
Pages/visit & Time on site
3. Top Traffic Sources
Search Engines vs. Referring Sites
Look at Social Media referrers
4. Top Keywords
Branded vs. Non-branded
5. Top Content
Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company

20. Bonus! Geography & Mobile
• Are you hitting
the geography
you expect?
• Schipul B2B
clients mobile
about 7-9%
Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company

21. Set Up Goals
• i.e. Fill Out Contact
Form
• Admin > Goals >
Add confirmation
page URL
• View Conversion
Rates for any report
Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company

22. Analytics Resources
• Google Help - support.google.com/analytics
• Lynda.com
• More presentations!
– Intro to Analyticsbit.ly/introanalytics
– Intermediate bit.ly/moreanalytics
Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company

23. CRAFTING YOUR
CONTENT STRATEGY

24. How is Your Content Doing Now?
Keyword Density Analyzer
schipul.com/sem-tools
You should see
your brand name,
your top keyword
phrase, & your
geography
Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company

25. What Words Should you Focus On?
Make a list of top
keywords
Use Google keyword
tool to analyze
competition vs.
demand
Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company

26. The number one thing you can do to improve your SEO is:
ADD NEW RELEVANT CONTENT
REGULARLY

27. BrainstormContent
• What is the goal of
your website?
• What keywords are
sticking?
• What holes are
missing?
• What local content
can you provide?
Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company

28. Think About Types of Content
• Your top blog post
could make a great
video or whitepaper
• Video can reach past
your site
• Incorporate Photos, • 3 Billion videos viewed on
Articles, Press YouTube per day
Releases, Blog Posts, • Videos get a 40% Percent
Case Studies, higher CTR in Search Results
Slideshare
presentations
Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company

29. Think About Link Bait
“Cool Stuff” Gets Link
Backs
• Top 10 Ways to…
• Hot Topics/In the News
• Infographics
• How To/FAQs
• Talk about others (good
Karma!)
Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company

30. Create an Editorial Calendar
• Consistency is more important
than Quantity
• Have one person own it but
delegate
• Have a Sharing Strategy – share
on Facebook, Twitter, LinkedIn,
Google+, Pinterest, etc.
Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company

31. Action Items
• Come Up With a List of Content Goals, Focus on 1
Per Month
– Get found more for a certain key phrase
– Support the sales team or support team or current clients
– Update out of date content
• Set up Analytics
– Set up at least one Goal
– Look at Stats Monthly, Have them Emailed to You
• Link & Share Your New Content
Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company

32. CAITLIN KALUZA
SLIDESHARE.NET/QCAIT
@QCAIT
Photo Credit: flickr.com/photos/fuzzy/1438386401