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Succeeding online using free Google tools
Google Analytics Overview <ul><li>Free, hosted web analytics tool that helps advertisers improve their sites and increase ...
Google Analytics Overview <ul><li>Free, hosted web analytics tool that helps advertisers improve their sites and increase ...
Providing Answers to Difficult Questions Am I creating  effective content? How do I improve  site interaction? How can I m...
Utility for an Entire Organization <ul><li>Track ROI on all online initiatives from a single report </li></ul><ul><li>Iden...
Key Features <ul><li>Easy to set-up and start gathering actionable data </li></ul><ul><li>Powerful reporting includes: </l...
Key Features <ul><li>View all of your Marketing campaigns within Analytics: </li></ul><ul><ul><li>Automatically integrated...
How It Works Secure Google Servers Report Data
Reporting
Dashboard <ul><li>Customizable </li></ul><ul><li>Drag and drop reports to edit layout </li></ul><ul><li>Email individual r...
Report Structure <ul><li>5 Main Navigation Categories: </li></ul><ul><li>Visitors </li></ul><ul><ul><li>Visitor informatio...
Site Content <ul><li>Learn where users are going on your site and how long they are staying there </li></ul><ul><li>View t...
Geography & Location <ul><li>See which countries, regions and cities are driving traffic to your site </li></ul><ul><li>Co...
Goals & Navigation
Track All Goals/Conversions <ul><li>E-Commerce </li></ul><ul><li>Lead Generation </li></ul><ul><li>Brand & Product Awarene...
Goal Reporting Analyze conversion data over time on macro or micro levels
Convert Visitors to Customers Eliminate bottlenecks in your conversion process Your visitors Shopping Cart Checkout Thank ...
Funnel Reporting <ul><li>Examine where visitors enter and exit your conversion process </li></ul><ul><li>Identify which si...
Navigation Analyze how traffic moves through your site from entrance through goal completion
Optimizing Marketing Campaigns
Analyze All Marketing Campaigns Determine which marketing initiatives are driving the best traffic to your site Banner Adv...
Evaluate Your Campaigns <ul><li>See which marketing strategies are most effective </li></ul><ul><li>Analyze performance at...
Leverage Organic Search <ul><li>Discover what users search for to reach your site </li></ul><ul><li>Identify organic keywo...
What’s New
Advanced Segmentation <ul><li>Isolate and analyze subsets of your traffic post-data capture </li></ul><ul><li>Compare segm...
Custom Reporting <ul><li>Create, save, and share reports that are important to your business </li></ul><ul><li>Simply drag...
Motion Charts <ul><li>Visualize data in four different dimensions and see how they change over time </li></ul><ul><li>Quic...
Account Management Interface <ul><li>Login dashboard overview with KPIs help users monitor accounts  </li></ul><ul><li>New...
Analytics Data Export API – private beta <ul><li>Users can develop client applications to view Analytics data in the form ...
AdSense Integration in Analytics – private beta <ul><li>Gain deeper insight into your site's traffic & monetization metric...
Internal Site Search <ul><li>Understand how your users are searching on your site </li></ul><ul><li>Leverage this knowledg...
Multi-Line Graphs Compare your metrics from within the same graph
Integration
Tools for Each Step in the Marketing Process Traffic from variety of marketing campaigns Test Website Optimizer Measure Dr...
Integration Points <ul><li>Connect with your users in innovative ways </li></ul><ul><ul><li>Measure the impact of offline ...
Website Optimiser
Website Optimizer Product Overview WHY WHAT WHEN HOW Google’s Website Optimizer is a free testing tool which helps website...
Website Optimization: why is it important? <ul><li>Visitors spend an  average of   8 seconds*  before deciding whether or ...
Just look at the bottom line People who arrive on your site = 10,000 People who do not bounce (60%) = 6,000 People who con...
Website Optimization: How it works? Test variations of the same page   Customers Visit your Website 1/3 visitors 1/3 visit...
This Is What You’ve Told Us I know the problem areas of my website but I don't know what to do about them. I have a low co...
Web’s #1 Testing Platform <ul><li>Benefits </li></ul><ul><ul><ul><li>Free </li></ul></ul></ul><ul><ul><ul><li>Easy to use ...
A/B and Multivariate Testing
A/B: Test whole pages Original Page (A) New Variation (B) New Variation (C)
Multivariate: Test multiple “Sections” of Your Page ? ? Test a headline Test an image A “section” is any area of your page...
Multivariate: Test Multiple Sections and Combinations
Multivariate: Test Multiple Sections and Combinations
Multivariate: Test Multiple Sections and Combinations 2 different headlines x 3 different images  = 6 possible combinations
Detailed Graphical Reporting <ul><ul><li>Reports are available in two formats </li></ul></ul><ul><ul><ul><li>Combinations ...
Combinations Tab Combination 10 is performing the best Bars represent relative improvement Ability to disable bad performi...
Page Sections Tab Section 1 strongly influences conversions Variation 2 shows promise but the overall section contributes ...
A/B test: Straightforward setup process
A/B test : Name your experiment
A/B test: Identify test page
A/B test: Identify conversion page
A/B test: Install and validate Javascript tags
A/B test: Preview and start experiment
Case study: Simple test big results Original Picasa download page
Case Study: 3 areas of focus + 4 simple  hypothesis  … Hypothesis #1: It is always better to describe user benefits  than ...
Case Study: Three simple experiments OR? OR? OR? Find, organize and share your photos. Original (A) The easy way to share ...
Case Study: Assumptions were wrong Hypothesis #1: It is always better to describe user benefits  than product  features Hy...
Case Study: Simple test increased downloads by 30%  New Picasa download page New page increased conversions by 30%
External Case Study Example provided by Conversionworks.co.uk Larger, More Fields, Below the Fold Page B Page B Increased ...
External Case Study Example Provided by LunaMetrics Customer decided to test new changes to the existing homepage Existing...
External Case Study Example Provided by LunaMetrics The new so called “improvements” cut sales by half All new site conten...
Understanding search Google and Search Results
Overview <ul><li>Google's mission is to organize the world's information and make it universally accessible and useful.  <...
Online trends Every day 100 million videos are served online Source: Comscore Around 60 billion email messages are sent da...
How Search Works Fundamentals of Crawling, Indexing, and Ranking
Life of a Query Before the Search… www Build index Crawl web Calculate PageRank
Crawling the Web <ul><li>We’re downloading a copy of the web </li></ul><ul><li>How we’ve become more intelligent about it:...
Calculating PageRank™ <ul><li>PageRank (PR) is a measure of the “importance” of a page based incoming links from other pag...
Building the Index <ul><li>This is like the index of a book; a mapping of words to the pages on which they appear. The Web...
Life of a Query During the Search… www Scan index Submit query Route Fan out Select documents Rank results Present results...
Ranking: How we do it <ul><li>We order pages based on  relevance  and  importance </li></ul><ul><ul><li>200+ quality signa...
Goals of ranking <ul><li>We create general methods to improve our ranking that are scalable, impartial and provide benefit...
Webmaster Guidelines And Basic Site Preparation
Basic site preparation <ul><li>Discoverable </li></ul><ul><ul><ul><li>Can your site’s pages be found by Google? </li></ul>...
Webmaster Guidelines
Webmaster Guidelines: Site Structure <ul><ul><li>Parameters     It helps to keep the parameters short and the number of t...
Webmaster Guidelines: Site Structure <ul><ul><li>Directory structure     Make a site with a clear hierarchy and text link...
Webmaster Guidelines: Site Structure <ul><ul><li>Link structure : Every page should be reachable from at least one static ...
Webmaster Guidelines: Site Structure <ul><ul><li>Redirects:  Google recommends that you use fewer than five redirects for ...
Webmaster Guidelines: Title and Snippets <ul><ul><li>User Queries:  Think about how users actually search – not just what ...
Webmaster Guidelines: Title and Snippets <ul><ul><li>Title:  Make sure that your TITLE tags are descriptive and accurate. ...
Webmaster Guidelines: Title and Snippets <ul><ul><li>Snippets : Different sources are used, including META tag for each pa...
Webmaster Guidelines: Body Text <ul><ul><li>Check your site:  Use a text browser such as Lynx to examine your site, becaus...
Webmaster Guidelines: Body Text <ul><ul><li>Flash, JavaScript, etc:  If fancy features keep you from seeing all of your si...
Webmaster Guidelines: Body Text <ul><ul><li>Images:  Make sure that your ALT attributes are descriptive and accurate. </li...
Webmaster Guidelines: Test and Measure EVERYTHING <ul><ul><li>Analytics </li></ul></ul><ul><ul><li>Website Optimiser </li>...
Webmaster Guidelines: Test and Measure EVERYTHING Track all sources of traffic – not just Google Adwords All search engine...
Hot Topics Geo-Localization, Universal, Flash, Robots, Duplicates, Paid Links
Different Results for Different Locations
Different Results for Different Locations
Universal Search <ul><ul><li>News/News Archive results     Submit your site for inclusion in Google News/News Archive </l...
Searching Flash content <ul><li>Flash can be great for high quality user experiences </li></ul><ul><li>Most search engines...
Flash indexing today - best practices <ul><li>Advantages : </li></ul><ul><ul><li>A rich user experience </li></ul></ul><ul...
Flash best practice recommendations <ul><li>Use HTML for navigation , Flash for page content </li></ul><ul><ul><li>Allows ...
Flash best practice recommendations
Flash best practice recommendations
Robots exclusion protocol (aka robots.txt) <ul><li>Robots  Exclusion  Protocol </li></ul><ul><ul><li>Tells search engines ...
Simple examples <ul><li>Robots.txt (top-level directory, text file): </li></ul><ul><li>user-agent: googlebot </li></ul><ul...
Policy and per-page <ul><li>Use  robots.txt  for: </li></ul><ul><ul><li>general rules about directories to exclude </li></...
Sophisticated control <ul><li>Exclude files by type: </li></ul><ul><li>disallow: *.ppt$ </li></ul><ul><li>Control snippets...
Site Owner Resources Webmaster Central, Webmaster Tools, Sitemaps
Our goal is high-quality, objective search results <ul><li>Our goal is to have the most relevant, useful search results on...
Life of a Query Before the Search… www Build index Crawl web Calculate PageRank
Webmaster Central http://www.google.com/webmasters
Questions Webmaster Central Can Answer <ul><li>How can I improve my site's visibility in the web index?  </li></ul><ul><li...
Google Webmaster Tools A free and easy way to improve  your site’s visibility in Google search results   Available in 22 l...
“Dashboard” provides an overview of your account <ul><li>See the status of the websites and sitemaps in your account </li>...
“Site Verification” gives you detailed reports <ul><li>Site verification ensures that only the true site owner gets access...
Diagnostic reports help you troubleshoot crawl errors <ul><li>Overview shows a quick snapshot of crawl and indexing status...
Crawl errors show you which pages were problematic <ul><li>See error types for specific URLs to quickly identify and easil...
Mobile crawl errors show you which mobile  pages had problems <ul><li>See error types for specific mobile URLs to quickly ...
“ Top Search Queries” show queries that drive traffic to your site <ul><li>See your  top 20  search query and search query...
Mobile web statistics show traffic from mobile devices <ul><li>See top searches from mobile devices and top searches on mo...
“ What the Googlebot Sees” <ul><li>See common phrases & keywords  on your site  and  in links to your site </li></ul>Words...
“Crawl Stats” show your page distribution in Google <ul><li>See distribution of crawled pages </li></ul>PageRank distribut...
“Index Stats” shows how your pages are indexed <ul><li>Learn more on how your pages are included in the Google index with ...
Links show which pages are linked outside your domain and how often <ul><li>See the pages with the  most links  pointing f...
 
Sitelinks shows generated sitelinks and blocking controls  <ul><li>Sitelinks are  automatically generated  listed under se...
Re-inclusion request, spam report, paid links report forms <ul><li>Lets webmasters tell us when they fixed quality violati...
Robots.txt analysis helps to improve your coverage <ul><li>Confirm your robots.txt URL, status, “last downloaded”, and hom...
Set crawl rate  <ul><li>View  90 day  Googlebot activity and load on your servers </li></ul><ul><li>Adjust crawl rate </li...
“ Geographic target” allows you to associate a site with geographic region   <ul><li>Submit geographic data for an entire ...
“ Preferred domain” lets you tell us how you want  URLs to be displayed <ul><li>You can choose www or non-www, or opt not ...
“ Enable enhanced image search” to enhance search visibility of images on your site <ul><li>You can choose to let Google g...
“ Remove URLs” allows you to remove a URL, subdirectory, or site from the Google index <ul><li>Request a removal in 3 step...
Sitemaps: make sure we know about your site <ul><li>The problem: islands of links </li></ul><ul><ul><li>Pages that aren’t ...
Keep Google informed of all your pages 1 2 Increase coverage of your pages in the Google index WWW Web crawl Sitemaps enha...
Submitting your Sitemap improves the visibility of your URLs
Submitting your Sitemap improves the visibility of your URLs Status of your sitemap Your sitemap <ul><li>Tell Google about...
Additional types of Sitemaps: Mobile Sitemap <ul><li>Webmasters can submit Sitemaps of URLs that serve  mobile content  in...
Add a Sitemap in 3 steps Step 1: Create a Sitemap with the Sitemap Generator Step 2: Upload the Sitemap file to your websi...
What have we learnt? <ul><li>Build content for users, not search engines </li></ul><ul><li>Test and measure everything </l...
Useful resources <ul><li>Webmaster Central: </li></ul><ul><li>http://www.google.com/webmasters/   </li></ul><ul><li>Sitema...
Thank you!
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Chewy Trewella - Succeeding Online Using Free Google Tools

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In this session, you'll get a chance to see how to use things such as Google Analytics, Google Website Optimiser, Google Webmaster Tools and more to control and optimise your online presence.

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  • Transcript of "Chewy Trewella - Succeeding Online Using Free Google Tools"

    1. 1. Succeeding online using free Google tools
    2. 2. Google Analytics Overview <ul><li>Free, hosted web analytics tool that helps advertisers improve their sites and increase their marketing ROI </li></ul><ul><li>Benefits for Marketers </li></ul><ul><li>Understand how visitors engage with your site </li></ul><ul><li>Compare performance of all marketing efforts from emails to keywords to offline campaigns </li></ul><ul><li>Integrated with AdWords but also tracks non-Google campaigns </li></ul><ul><li>Identify areas for site improvement </li></ul><ul><li>Pinpoint breakdowns in conversion processes </li></ul><ul><li>Track e-commerce metrics, such as revenue, average order value, and conversion rates </li></ul>
    3. 3. Google Analytics Overview <ul><li>Free, hosted web analytics tool that helps advertisers improve their sites and increase their marketing ROI </li></ul><ul><li>Benefits for Marketers </li></ul><ul><li>Understand how visitors engage with your site </li></ul><ul><li>Compare performance of all marketing efforts from emails to keywords to offline campaigns </li></ul><ul><li>Integrated with AdWords but also tracks non-Google campaigns </li></ul><ul><li>Identify areas for site improvement </li></ul><ul><li>Pinpoint breakdowns in conversion processes </li></ul><ul><li>Track e-commerce metrics, such as revenue, average order value, and conversion rates </li></ul>
    4. 4. Providing Answers to Difficult Questions Am I creating effective content? How do I improve site interaction? How can I make my marketing campaigns more effective & accountable? How are users engaging with my site? Google Analytics: Free, Quick to Install, Easy to Use Where and why are visitors abandoning my shopping cart?
    5. 5. Utility for an Entire Organization <ul><li>Track ROI on all online initiatives from a single report </li></ul><ul><li>Identify long-term trends in online marketing programs </li></ul><ul><li>Executives </li></ul><ul><li>Capture the most conversions at the lowest possible cost </li></ul><ul><li>Target high return regional markets and market segments </li></ul><ul><li>Test various advertising creative for each of your campaigns </li></ul><ul><li>Marketers </li></ul><ul><li>Demonstrate the value of your site usability improvements </li></ul><ul><li>Show how your site design decisions improve website ROI </li></ul><ul><li>Identify web design parameters like visitor connection speeds and browser types </li></ul><ul><li>Webmasters </li></ul>
    6. 6. Key Features <ul><li>Easy to set-up and start gathering actionable data </li></ul><ul><li>Powerful reporting includes: </li></ul><ul><ul><ul><li>Advanced Segmentation </li></ul></ul></ul><ul><ul><ul><li>Custom Reporting </li></ul></ul></ul><ul><ul><ul><li>Motion Charts </li></ul></ul></ul><ul><ul><ul><li>Defined Funnel Navigations </li></ul></ul></ul><ul><ul><ul><li>Geo-Location Report </li></ul></ul></ul><ul><ul><ul><li>CPC vs. Organic Report </li></ul></ul></ul><ul><ul><ul><li>Keyword Considerations </li></ul></ul></ul><ul><ul><ul><li>Campaign ROI </li></ul></ul></ul><ul><ul><li>Free! </li></ul></ul>
    7. 7. Key Features <ul><li>View all of your Marketing campaigns within Analytics: </li></ul><ul><ul><li>Automatically integrated with AdWords </li></ul></ul><ul><ul><li>Track other online campaigns using URL Builder </li></ul></ul><ul><ul><li>Use Geo Location reports to help measure offline campaigns </li></ul></ul>
    8. 8. How It Works Secure Google Servers Report Data
    9. 9. Reporting
    10. 10. Dashboard <ul><li>Customizable </li></ul><ul><li>Drag and drop reports to edit layout </li></ul><ul><li>Email individual reports or schedule regular updates </li></ul><ul><li>Export data to PDF and XML </li></ul>
    11. 11. Report Structure <ul><li>5 Main Navigation Categories: </li></ul><ul><li>Visitors </li></ul><ul><ul><li>Visitor information such as loyalty, language, and location </li></ul></ul><ul><li>Traffic Sources </li></ul><ul><ul><li>Natural and paid sources of traffic, includes AdWords reports </li></ul></ul><ul><li>Content </li></ul><ul><ul><li>Pageview information </li></ul></ul><ul><li>Goals </li></ul><ul><ul><li>Conversion rates and goal paths </li></ul></ul><ul><li>Ecommerce (if enabled) </li></ul><ul><ul><li>Commerce tracking, visitor loyalty, revenue sources, and product-specific information </li></ul></ul>
    12. 12. Site Content <ul><li>Learn where users are going on your site and how long they are staying there </li></ul><ul><li>View trends for every page </li></ul><ul><li>Segment the page data to see greater detail </li></ul>
    13. 13. Geography & Location <ul><li>See which countries, regions and cities are driving traffic to your site </li></ul><ul><li>Compare visitors from different areas </li></ul><ul><li>Learn how they differ by conversion and value </li></ul>
    14. 14. Goals & Navigation
    15. 15. Track All Goals/Conversions <ul><li>E-Commerce </li></ul><ul><li>Lead Generation </li></ul><ul><li>Brand & Product Awareness </li></ul><ul><li>Member Acquisition </li></ul>Potential Goals: Purchases Downloads Registration
    16. 16. Goal Reporting Analyze conversion data over time on macro or micro levels
    17. 17. Convert Visitors to Customers Eliminate bottlenecks in your conversion process Your visitors Shopping Cart Checkout Thank You Page Your Customers Pinpoint where you lose visitors and duplicate successful paths Product Information 1 2 3 4
    18. 18. Funnel Reporting <ul><li>Examine where visitors enter and exit your conversion process </li></ul><ul><li>Identify which site paths lead to the most goal completions </li></ul><ul><li>Use your findings to test changes to your site </li></ul>Entering the funnel Leaving the funnel Defined goal
    19. 19. Navigation Analyze how traffic moves through your site from entrance through goal completion
    20. 20. Optimizing Marketing Campaigns
    21. 21. Analyze All Marketing Campaigns Determine which marketing initiatives are driving the best traffic to your site Banner Advertising Search Marketing Email Marketing SEO, Referrals, Affiliate Programs & Offline
    22. 22. Evaluate Your Campaigns <ul><li>See which marketing strategies are most effective </li></ul><ul><li>Analyze performance at the keyword level </li></ul><ul><li>Evaluate your ROI based on goal values you have defined </li></ul>
    23. 23. Leverage Organic Search <ul><li>Discover what users search for to reach your site </li></ul><ul><li>Identify organic keywords that convert but are not included in your current marketing campaigns </li></ul><ul><li>Start bidding on new keywords </li></ul>
    24. 24. What’s New
    25. 25. Advanced Segmentation <ul><li>Isolate and analyze subsets of your traffic post-data capture </li></ul><ul><li>Compare segments and key performance metrics side by side  </li></ul><ul><li>Analyze your traffic with predefined or customized segments </li></ul>
    26. 26. Custom Reporting <ul><li>Create, save, and share reports that are important to your business </li></ul><ul><li>Simply drag-and-drop dimensions and metrics for customized reports </li></ul>
    27. 27. Motion Charts <ul><li>Visualize data in four different dimensions and see how they change over time </li></ul><ul><li>Quickly and easily uncover trends, anomalies, and seasonal changes </li></ul>
    28. 28. Account Management Interface <ul><li>Login dashboard overview with KPIs help users monitor accounts </li></ul><ul><li>New navigation & interface helps users easily find and move between accounts & profiles </li></ul><ul><li>Find account / profile box quickly locates desired account among many </li></ul>
    29. 29. Analytics Data Export API – private beta <ul><li>Users can develop client applications to view Analytics data in the form of Google Data API feeds </li></ul><ul><li>Export Analytics data for any type of use: integrate Analytics data with other data sources, build custom dashboards, visualizations or interfaces, do offline analysis </li></ul>
    30. 30. AdSense Integration in Analytics – private beta <ul><li>Gain deeper insight into your site's traffic & monetization metrics with data unavailable in AdSense alone </li></ul><ul><li>Find out which pages generate the most revenue, which referrers send the highest monetizing traffic, and how these and other metrics trend over time </li></ul><ul><li>Optimize site content and user experience with more detailed visitor information with ability to segment AdSense data by city, browser, OS, etc. </li></ul>
    31. 31. Internal Site Search <ul><li>Understand how your users are searching on your site </li></ul><ul><li>Leverage this knowledge to optimize your site content and keyword campaigns </li></ul>
    32. 32. Multi-Line Graphs Compare your metrics from within the same graph
    33. 33. Integration
    34. 34. Tools for Each Step in the Marketing Process Traffic from variety of marketing campaigns Test Website Optimizer Measure Drive Track visitor behavior on your own site & assess campaign effectiveness Test different creative to improve on-site conversions Monitor macro-level trends 1 2 3 Fisher Price toys
    35. 35. Integration Points <ul><li>Connect with your users in innovative ways </li></ul><ul><ul><li>Measure the impact of offline marketing and PR efforts </li></ul></ul><ul><ul><li>Test product messaging and visuals in real time </li></ul></ul><ul><ul><li>Build psychographic profiles for your audience base </li></ul></ul><ul><ul><li>Identify weak areas and improve site infrastructure </li></ul></ul>Print Ad PR Mention Email Newsletter Search Campaign Launch Radio Spot
    36. 36. Website Optimiser
    37. 37. Website Optimizer Product Overview WHY WHAT WHEN HOW Google’s Website Optimizer is a free testing tool which helps website owners test what combination of site content drives the most conversions Website Optimizer is designed to help online marketers convert more visitors into customers Website Optimizer is currently available to all users, either through the AdWords interface or via the standalone version Either log in to your Google AdWords account, or access the standalone version at: www.google.com/websiteoptimizer
    38. 38. Website Optimization: why is it important? <ul><li>Visitors spend an average of 8 seconds* before deciding whether or not to remain on a website </li></ul><ul><li>• Search engines and AdWords drive traffic and analytics solutions provide data on conversions, but they do not drive the visitor beyond the landing page </li></ul><ul><li>Website Optimizer helps you convert these visitors into buyers by increasing conversions, and subsequently, your ROI </li></ul>Website Optimization is a key step in increasing ROI *MarketingSherpa, Landing Page Handbook , 2005
    39. 39. Just look at the bottom line People who arrive on your site = 10,000 People who do not bounce (60%) = 6,000 People who convert (2%) = 120 Value of sale to you = $ 57 Total Return = $6,840 Before Free Site Testing After Free Site Testing People who arrive on your site = 10,000 People who do not bounce (65%) = 6,500 People who convert (3%) = 195 Value of sale to you = $ 57 Total Return = $11,115 Evolve faster than your competition by testing Remember, it’s easier to double profits by doubling conversion rates than by trying to double traffic – Website Optimiser is designed with this in mind
    40. 40. Website Optimization: How it works? Test variations of the same page Customers Visit your Website 1/3 visitors 1/3 visitors 1/3 visitors 14% Make Purchase 20% Make Purchase 2% Make Purchase Customers Convert Original Combo 1 Combo 2 Winning Combo
    41. 41. This Is What You’ve Told Us I know the problem areas of my website but I don't know what to do about them. I have a low conversion rate but don’t know how to improve it I want to test out different marketing messages but I don’t know how I want to improve my website but the only solutions available are expensive 3rd party products or consulting services I don’t know which page design will work the best
    42. 42. Web’s #1 Testing Platform <ul><li>Benefits </li></ul><ul><ul><ul><li>Free </li></ul></ul></ul><ul><ul><ul><li>Easy to use </li></ul></ul></ul><ul><ul><ul><li>Does not impact SEO </li></ul></ul></ul><ul><ul><ul><li>Backed by Google </li></ul></ul></ul><ul><ul><ul><li>Increases in conversions >25% not uncommon </li></ul></ul></ul><ul><ul><ul><li>Discussion groups, tutorials, consultant network </li></ul></ul></ul><ul><li>Features </li></ul><ul><ul><ul><li>A/B Split Testing </li></ul></ul></ul><ul><ul><ul><li>Multivariate Testing </li></ul></ul></ul><ul><ul><ul><li>Follow Up Testing </li></ul></ul></ul><ul><ul><ul><li>Works with ALL traffic </li></ul></ul></ul><ul><ul><ul><li>Statistical Analysis </li></ul></ul></ul><ul><ul><ul><li>Platform Independent </li></ul></ul></ul><ul><ul><ul><li>Quarterly feature updates </li></ul></ul></ul>
    43. 43. A/B and Multivariate Testing
    44. 44. A/B: Test whole pages Original Page (A) New Variation (B) New Variation (C)
    45. 45. Multivariate: Test multiple “Sections” of Your Page ? ? Test a headline Test an image A “section” is any area of your page where you’d like to test alternative copy or creative
    46. 46. Multivariate: Test Multiple Sections and Combinations
    47. 47. Multivariate: Test Multiple Sections and Combinations
    48. 48. Multivariate: Test Multiple Sections and Combinations 2 different headlines x 3 different images = 6 possible combinations
    49. 49. Detailed Graphical Reporting <ul><ul><li>Reports are available in two formats </li></ul></ul><ul><ul><ul><li>Combinations Tab shows how each combination affects overall conversions </li></ul></ul></ul><ul><ul><ul><li>Page Sections Tab rates how each section contributes to overall conversions as well as how each individual creative performs </li></ul></ul></ul>Section 1 Section 2 Section 3 Section 4 Section 5
    50. 50. Combinations Tab Combination 10 is performing the best Bars represent relative improvement Ability to disable bad performing combinations
    51. 51. Page Sections Tab Section 1 strongly influences conversions Variation 2 shows promise but the overall section contributes little to conversions Section 1 Section 3 Section 4 Section 5 Section 2
    52. 52. A/B test: Straightforward setup process
    53. 53. A/B test : Name your experiment
    54. 54. A/B test: Identify test page
    55. 55. A/B test: Identify conversion page
    56. 56. A/B test: Install and validate Javascript tags
    57. 57. A/B test: Preview and start experiment
    58. 58. Case study: Simple test big results Original Picasa download page
    59. 59. Case Study: 3 areas of focus + 4 simple hypothesis … Hypothesis #1: It is always better to describe user benefits than product features Hypothesis #2: Links receive more clicks than buttons Hypothesis #3: “ Free” offers are more desirable than “trial” offers Hypothesis #4: If you have an attractive product, flaunt it
    60. 60. Case Study: Three simple experiments OR? OR? OR? Find, organize and share your photos. Original (A) The easy way to share and manage your photos. No Picture New (B)
    61. 61. Case Study: Assumptions were wrong Hypothesis #1: It is always better to describe user benefits than product features Hypothesis #2: Links receive more clicks than buttons Hypothesis #3: “ Free” offers are more desirable than “trial” offers Hypothesis #4: If you have an attractive product, flaunt it    
    62. 62. Case Study: Simple test increased downloads by 30% New Picasa download page New page increased conversions by 30%
    63. 63. External Case Study Example provided by Conversionworks.co.uk Larger, More Fields, Below the Fold Page B Page B Increased quotes by 40%! Which Page Converts Better? Smaller, Call to Action, Above the Fold, Less Fields Page A
    64. 64. External Case Study Example Provided by LunaMetrics Customer decided to test new changes to the existing homepage Existing Homepage
    65. 65. External Case Study Example Provided by LunaMetrics The new so called “improvements” cut sales by half All new site content should be tested to ensure the new changes do not negatively effect the conversion rate Added new sidebar Added new service offering
    66. 66. Understanding search Google and Search Results
    67. 67. Overview <ul><li>Google's mission is to organize the world's information and make it universally accessible and useful. </li></ul>
    68. 68. Online trends Every day 100 million videos are served online Source: Comscore Around 60 billion email messages are sent daily Source: Deutsche Telekom Every month hundreds of millions of people search on Google Source: Comscore 10-25% of the web is new every time Google indexes it! Source: Google
    69. 69. How Search Works Fundamentals of Crawling, Indexing, and Ranking
    70. 70. Life of a Query Before the Search… www Build index Crawl web Calculate PageRank
    71. 71. Crawling the Web <ul><li>We’re downloading a copy of the web </li></ul><ul><li>How we’ve become more intelligent about it: </li></ul><ul><ul><li>Understanding non-HTML content </li></ul></ul><ul><ul><li>Working with partners to get “deep web” content </li></ul></ul><ul><ul><li>Letting webmasters control crawl speed </li></ul></ul><ul><li>We crawl continuously, scheduling visits to each page intelligently to maximize freshness </li></ul>www
    72. 72. Calculating PageRank™ <ul><li>PageRank (PR) is a measure of the “importance” of a page based incoming links from other pages. It is one factor we use to rank results. </li></ul><ul><li>Each link from A to B adds some amount PR to B based on the PR and outbound links of A </li></ul><ul><li>PR is calculated for billions of pages and recorded for use in ranking </li></ul>Both links count… But Link #1 counts more. Bbc.co.uk (PR = 9) my blog Link #1 Link #2 your site
    73. 73. Building the Index <ul><li>This is like the index of a book; a mapping of words to the pages on which they appear. The Web is our book. </li></ul><ul><li>We keep a posting list of all the words we see and for each word on each page, record to the list where it occurs. </li></ul><ul><li>We then break up the index into shards and distribute them to many computers </li></ul><ul><li>When a user enters a query such as “Frans Bauer” each computer searches a small piece of the index for matching pages </li></ul>
    74. 74. Life of a Query During the Search… www Scan index Submit query Route Fan out Select documents Rank results Present results www
    75. 75. Ranking: How we do it <ul><li>We order pages based on relevance and importance </li></ul><ul><ul><li>200+ quality signals, many ranking change proposals every month </li></ul></ul><ul><li>Importance (query-independent) </li></ul><ul><ul><li>The popularity and authoritativeness of a page, calculated when index was built. On Google, this factor is known as PageRank </li></ul></ul><ul><li>Relevance (to query) </li></ul><ul><ul><li>How well the content of a specific page (not site) matches the user’s search query, taking into account signals like # times the word appears, where it appears, anchor text of linking pages, etc. </li></ul></ul>Ranking’s goal is to list the most useful documents from the selected set in order.
    76. 76. Goals of ranking <ul><li>We create general methods to improve our ranking that are scalable, impartial and provide benefit to users </li></ul><ul><li>Hard problem: 25% of queries have not been seen in 3 months </li></ul><ul><ul><li>Hard problem 2: 10-25% of the web is new each time we crawl it </li></ul></ul><ul><li>Considerations </li></ul><ul><ul><li>the query (intent, query variations, language) </li></ul></ul><ul><ul><li>the user (web history, location, task) </li></ul></ul><ul><ul><li>the content (page rank, reputation, quality, language) </li></ul></ul><ul><ul><li>the web (changing content, current events) </li></ul></ul>
    77. 77. Webmaster Guidelines And Basic Site Preparation
    78. 78. Basic site preparation <ul><li>Discoverable </li></ul><ul><ul><ul><li>Can your site’s pages be found by Google? </li></ul></ul></ul><ul><li>Indexable </li></ul><ul><ul><ul><li>Can your site’s URLs be indexed? </li></ul></ul></ul><ul><ul><ul><li>Are they unique? </li></ul></ul></ul><ul><li>Content </li></ul><ul><ul><ul><li>Is the content useful? Will user searches match? </li></ul></ul></ul><ul><ul><ul><li>Is the structure and content of the page clear to Google? </li></ul></ul></ul><ul><li>Rank </li></ul><ul><ul><ul><li>How well do your site’s pages rank? </li></ul></ul></ul>
    79. 79. Webmaster Guidelines
    80. 80. Webmaster Guidelines: Site Structure <ul><ul><li>Parameters  It helps to keep the parameters short and the number of them few. </li></ul></ul><ul><ul><li>Good: http://www.google.com/search?q=amsterdam </li></ul></ul><ul><ul><li>Bad : http://maps.google.com/maps?f=q&hl=en&geocode=&q=amsterdam&ie=UTF8&z=11&iwloc=addr </li></ul></ul>
    81. 81. Webmaster Guidelines: Site Structure <ul><ul><li>Directory structure  Make a site with a clear hierarchy and text links. </li></ul></ul><ul><ul><li>Good : </li></ul></ul><ul><ul><li>Bad : </li></ul></ul>
    82. 82. Webmaster Guidelines: Site Structure <ul><ul><li>Link structure : Every page should be reachable from at least one static text link. </li></ul></ul>
    83. 83. Webmaster Guidelines: Site Structure <ul><ul><li>Redirects: Google recommends that you use fewer than five redirects for each request. </li></ul></ul>/ /index.asp /index.asp?jsessionid=weiru4895u89ur8932
    84. 84. Webmaster Guidelines: Title and Snippets <ul><ul><li>User Queries: Think about how users actually search – not just what the brand manager says. </li></ul></ul>
    85. 85. Webmaster Guidelines: Title and Snippets <ul><ul><li>Title: Make sure that your TITLE tags are descriptive and accurate. </li></ul></ul><ul><ul><li>Heading : does this follow the title, and continue the theme? </li></ul></ul><ul><ul><li>Keywords: are they relevant terms? </li></ul></ul>
    86. 86. Webmaster Guidelines: Title and Snippets <ul><ul><li>Snippets : Different sources are used, including META tag for each page. Make sure they are descriptive of that page. </li></ul></ul>
    87. 87. Webmaster Guidelines: Body Text <ul><ul><li>Check your site: Use a text browser such as Lynx to examine your site, because most search engine spiders see your site much as Lynx would. </li></ul></ul>
    88. 88. Webmaster Guidelines: Body Text <ul><ul><li>Flash, JavaScript, etc: If fancy features keep you from seeing all of your site in a text browser, then search engine spiders may have trouble crawling your site. </li></ul></ul><ul><ul><li>Like YouTube, use HTML for the majority of each page, and use Flash or Javascript sparingly to provide rich content. </li></ul></ul>
    89. 89. Webmaster Guidelines: Body Text <ul><ul><li>Images: Make sure that your ALT attributes are descriptive and accurate. </li></ul></ul><ul><ul><li>GoogleBot can’t read images, so help it to understand them. </li></ul></ul>
    90. 90. Webmaster Guidelines: Test and Measure EVERYTHING <ul><ul><li>Analytics </li></ul></ul><ul><ul><li>Website Optimiser </li></ul></ul>
    91. 91. Webmaster Guidelines: Test and Measure EVERYTHING Track all sources of traffic – not just Google Adwords All search engines (both paid and natural) are supported As well as referring sites, directories, etc.
    92. 92. Hot Topics Geo-Localization, Universal, Flash, Robots, Duplicates, Paid Links
    93. 93. Different Results for Different Locations
    94. 94. Different Results for Different Locations
    95. 95. Universal Search <ul><ul><li>News/News Archive results  Submit your site for inclusion in Google News/News Archive </li></ul></ul><ul><ul><li>Image results  Opt-in to the enhanced image search </li></ul></ul><ul><ul><li>Local results  Upload your locations to Local Business Center </li></ul></ul><ul><ul><li>Video results  Host your video content on YouTube or submit your feed in Webmaster Tools. </li></ul></ul><ul><ul><li>Blog results  Add your blog’s web feed to Google Blog Search </li></ul></ul>
    96. 96. Searching Flash content <ul><li>Flash can be great for high quality user experiences </li></ul><ul><li>Most search engines don’t index Flash movies </li></ul><ul><li>Google has a “first generation” Flash indexing solution </li></ul><ul><li>We’re improving Flash indexing </li></ul><ul><li>Many online video sites use Flash for rich content, but HTML for descriptive information. </li></ul>
    97. 97. Flash indexing today - best practices <ul><li>Advantages : </li></ul><ul><ul><li>A rich user experience </li></ul></ul><ul><ul><li>Flash sites can be highly interactive and “magical” </li></ul></ul><ul><li>Disadvantages : </li></ul><ul><ul><li>Search engines struggle to read it </li></ul></ul><ul><ul><li>Many users can’t access it: screen readers, mobile devices, Linux </li></ul></ul><ul><li>Best practices : </li></ul><ul><ul><li>Use Flash for content, use HTML for navigation </li></ul></ul>
    98. 98. Flash best practice recommendations <ul><li>Use HTML for navigation , Flash for page content </li></ul><ul><ul><li>Allows us to see all the pages of your site </li></ul></ul><ul><li>Use the description meta tag </li></ul><ul><ul><li>Gives us text to index if we can’t access your content </li></ul></ul><ul><li>Use text tracks within Flash </li></ul><ul><ul><li>Google can extract text tracks, but not text burnt into images </li></ul></ul><ul><li>Create an HTML version of your site for non-Flash users: </li></ul><ul><ul><li>Google can navigate and index this </li></ul></ul><ul><ul><li>Great for users with page readers etc. </li></ul></ul><ul><ul><li>Avoid cloaking: don’t show different versions based on user-agent </li></ul></ul>
    99. 99. Flash best practice recommendations
    100. 100. Flash best practice recommendations
    101. 101. Robots exclusion protocol (aka robots.txt) <ul><li>Robots Exclusion Protocol </li></ul><ul><ul><li>Tells search engines what not to index </li></ul></ul><ul><li>Created in June 1994. Now de-facto standard </li></ul><ul><ul><li>Ongoing work to improve </li></ul></ul>
    102. 102. Simple examples <ul><li>Robots.txt (top-level directory, text file): </li></ul><ul><li>user-agent: googlebot </li></ul><ul><li>disallow: /logs/ </li></ul><ul><li>allow: /logs/introduction.html </li></ul><ul><li>META tags (HEAD section of HTML): </li></ul><ul><li><meta name=“googlebot” content=“noindex”> </li></ul>
    103. 103. Policy and per-page <ul><li>Use robots.txt for: </li></ul><ul><ul><li>general rules about directories to exclude </li></ul></ul><ul><li>Use META tags for: </li></ul><ul><ul><li>Per-page control </li></ul></ul><ul><ul><li>Control when you don’t have access to robots.txt </li></ul></ul>
    104. 104. Sophisticated control <ul><li>Exclude files by type: </li></ul><ul><li>disallow: *.ppt$ </li></ul><ul><li>Control snippets and cache display: </li></ul><ul><li><meta name=“googlebot” content=“nosnippet, noarchive”> </li></ul><ul><ul><li>Useful for temporary content </li></ul></ul><ul><ul><li>Use with care </li></ul></ul>
    105. 105. Site Owner Resources Webmaster Central, Webmaster Tools, Sitemaps
    106. 106. Our goal is high-quality, objective search results <ul><li>Our goal is to have the most relevant, useful search results on the web. </li></ul><ul><li>We strive to provide scalable, equitable support for all webmasters and all sites, large and small. </li></ul><ul><li>By some estimates, there are 100 million sites on the web, so we need something really scalable. </li></ul>
    107. 107. Life of a Query Before the Search… www Build index Crawl web Calculate PageRank
    108. 108. Webmaster Central http://www.google.com/webmasters
    109. 109. Questions Webmaster Central Can Answer <ul><li>How can I improve my site's visibility in the web index? </li></ul><ul><li>How can I tell Google my desired geographies? </li></ul><ul><li>Where is my Google traffic coming from? </li></ul><ul><li>How do I ensure all my pages are indexed? </li></ul><ul><li>How can I change the snippet (or sitelink) under my site? </li></ul><ul><li>What’s the best way to redirect traffic? </li></ul>
    110. 110. Google Webmaster Tools A free and easy way to improve your site’s visibility in Google search results Available in 22 languages
    111. 111. “Dashboard” provides an overview of your account <ul><li>See the status of the websites and sitemaps in your account </li></ul>Your website Sitemap status Verified status
    112. 112. “Site Verification” gives you detailed reports <ul><li>Site verification ensures that only the true site owner gets access to detailed site statistics </li></ul><ul><li>You can get site statistics before you submit a Sitemap </li></ul>Verification options Verification status
    113. 113. Diagnostic reports help you troubleshoot crawl errors <ul><li>Overview shows a quick snapshot of crawl and indexing status of your site </li></ul><ul><li>Alerts webmasters about some violations to the webmaster guidelines </li></ul>Message center alerts Index summary
    114. 114. Crawl errors show you which pages were problematic <ul><li>See error types for specific URLs to quickly identify and easily fix issues </li></ul>Page Type: web, mobile Crawl error summary Error detail Date stamp URLs with errors
    115. 115. Mobile crawl errors show you which mobile pages had problems <ul><li>See error types for specific mobile URLs to quickly identify and easily fix issues </li></ul>Mobile CHTML crawl errors Mobile WML/ XHTML crawl errors
    116. 116. “ Top Search Queries” show queries that drive traffic to your site <ul><li>See your top 20 search query and search query clicks statistics </li></ul><ul><li>Top position shows you where your pages were listed per search query </li></ul><ul><li>Timeline shows query stats in the past </li></ul><ul><li>Easily export a report with CSV download feature </li></ul>Search queries = impressions in search results Position per query in search results Query Clicks = Traffic More stats % out of the top 20 queries Timeline = Historical views
    117. 117. Mobile web statistics show traffic from mobile devices <ul><li>See top searches from mobile devices and top searches on mobile web. </li></ul>Searches from mobile phones, PDAs, etc. Select geographic specific domains
    118. 118. “ What the Googlebot Sees” <ul><li>See common phrases & keywords on your site and in links to your site </li></ul>Words on your site Links to your site Page type Encoding
    119. 119. “Crawl Stats” show your page distribution in Google <ul><li>See distribution of crawled pages </li></ul>PageRank distribution URL with highest PageRank
    120. 120. “Index Stats” shows how your pages are indexed <ul><li>Learn more on how your pages are included in the Google index with advanced search operators </li></ul>Type of advanced search operator
    121. 121. Links show which pages are linked outside your domain and how often <ul><li>See the pages with the most links pointing from your own site & outside sites </li></ul><ul><li>Easily download full site data with CSV download feature </li></ul># of links from outside websites URLs in your site URLs in your site # of links from within your site
    122. 123. Sitelinks shows generated sitelinks and blocking controls <ul><li>Sitelinks are automatically generated listed under search results to help with site navigation </li></ul><ul><li>View generated links, block links you do not want visible in search results, and provide feedback on inaccurate sitelinks </li></ul>Current blocked sitelinks Automatically generated sitelinks Provide feedback on sitelinks
    123. 124. Re-inclusion request, spam report, paid links report forms <ul><li>Lets webmasters tell us when they fixed quality violations to help get back in the index faster </li></ul><ul><li>Requests from Google webmaster tools are more “trusted” because they are from a registered user </li></ul><ul><li>Spam & paid links report to help webmasters be good citizens to report spam results and websites selling/buying links </li></ul>
    124. 125. Robots.txt analysis helps to improve your coverage <ul><li>Confirm your robots.txt URL, status, “last downloaded”, and homepage access </li></ul><ul><li>Test against different Googlebots including search, content, mobile, and image </li></ul>Date stamp and status Test against different Google crawlers
    125. 126. Set crawl rate <ul><li>View 90 day Googlebot activity and load on your servers </li></ul><ul><li>Adjust crawl rate </li></ul>Choose crawl rate Kilobytes/day downloaded by Googlebot Average page download time # pages crawled - includes URLs that point to same page
    126. 127. “ Geographic target” allows you to associate a site with geographic region <ul><li>Submit geographic data for an entire site or site subdirectory </li></ul>Specify full or partial geographic information
    127. 128. “ Preferred domain” lets you tell us how you want URLs to be displayed <ul><li>You can choose www or non-www, or opt not to set an association </li></ul>
    128. 129. “ Enable enhanced image search” to enhance search visibility of images on your site <ul><li>You can choose to let Google gather additional metadata about your images using Image Labeler </li></ul><ul><li>More metadata = relevant image search results </li></ul>
    129. 130. “ Remove URLs” allows you to remove a URL, subdirectory, or site from the Google index <ul><li>Request a removal in 3 steps: </li></ul>Step 1: Make a New Removal Request Step 2: Select Removal type (site, sub directory, URL) Step 3: Submit URL path
    130. 131. Sitemaps: make sure we know about your site <ul><li>The problem: islands of links </li></ul><ul><ul><li>Pages that aren’t linked from outside your site </li></ul></ul><ul><ul><li>Search engines can’t find these </li></ul></ul><ul><li>The problem: crawling large sites </li></ul><ul><ul><li>Crawl of very large sites is limited </li></ul></ul><ul><ul><li>If we know when pages have changed, we can optimize crawling </li></ul></ul><ul><li>The solution: Sitemaps </li></ul><ul><ul><li>The open standard for providing a list of all your pages </li></ul></ul><ul><ul><li>Supported by Google, Yahoo, Microsoft and Ask </li></ul></ul>
    131. 132. Keep Google informed of all your pages 1 2 Increase coverage of your pages in the Google index WWW Web crawl Sitemaps enhances the web crawl Google.com Help improve the visibility of your pages on Google Sitemaps: how they work Your Site
    132. 133. Submitting your Sitemap improves the visibility of your URLs
    133. 134. Submitting your Sitemap improves the visibility of your URLs Status of your sitemap Your sitemap <ul><li>Tell Google about every page on your site </li></ul>
    134. 135. Additional types of Sitemaps: Mobile Sitemap <ul><li>Webmasters can submit Sitemaps of URLs that serve mobile content into Google’s mobile index </li></ul><ul><li>Mobile content is specifically designed to fit the small screens of mobile phones and devices </li></ul><ul><li>Supported markup languages include </li></ul><ul><li>XHTML, WML , and cHTML </li></ul>Mobile Web results: 'bbc' Results 1 - 10 of about 113,000. 1 BBC - WAP - BBC News BBC Sport Ashes 2005 Highlights Entertainment www.bbc.co.uk/mobile/ 2 bbc.co.uk/mobile - BBC News BBC Sport Films news.bbc.co.uk/mobile/
    135. 136. Add a Sitemap in 3 steps Step 1: Create a Sitemap with the Sitemap Generator Step 2: Upload the Sitemap file to your website Step 3: Add the Sitemap URL to your account For accounts with multiple websites: You can include URLs from verified websites in a single Sitemap
    136. 137. What have we learnt? <ul><li>Build content for users, not search engines </li></ul><ul><li>Test and measure everything </li></ul><ul><li>Sign up for webmaster tools and control how we crawl you site </li></ul><ul><li>Describe all the content on your site effectively </li></ul><ul><li>Submit a sitemap </li></ul><ul><li>Visit http://google.com/webmasters/ </li></ul><ul><li>Help us to crawl you comprehensively, so your content can be found </li></ul>
    137. 138. Useful resources <ul><li>Webmaster Central: </li></ul><ul><li>http://www.google.com/webmasters/ </li></ul><ul><li>Sitemaps: </li></ul><ul><li>http://www.google.com/support/webmasters/bin/answer.py?answer=40318 </li></ul><ul><li>http://www.sitemaps.org </li></ul><ul><li>Webmaster guidelines: </li></ul><ul><li>http://www.google.com/webmasters/guidelines.html </li></ul>
    138. 139. Thank you!
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