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Google Facts & Stats:How to Capitalize on the Latest Updates in SearchStrategies for staying one step ahead of the restTol...
Housekeeping Items Are the slides available?    Yes! Please email seo@webmarketing123.com We want to hear from you!    ...
What’s at Stake  Search engine use is growing rapidly               Currently, there are more                     than 3 b...
Search Engine User Behavior  If you are not on the 1st page, you are invisible to most searchers                          ...
The Web Metrics Lifecycle  Developed by Avinash Kaushik, this process helps to identify the  “critical few” metrics for yo...
The Web Metrics Lifecycle  Developed by Avinash Kaushik, this process helps to identify the  “critical few” metrics for yo...
The Web Metrics Lifecycle  Developed by Avinash Kaushik, this process helps to identify the  “critical few” metrics for yo...
The Web Metrics Lifecycle  Developed by Avinash Kaushik, this process helps to identify the  “critical few” metrics for yo...
The Web Metrics Lifecycle  Developed by Avinash Kaushik, this process helps to identify the  “critical few” metrics for yo...
The Web Metrics Lifecycle  Developed by Avinash Kaushik, this process helps to identify the  “critical few” metrics for yo...
Google Analytics Benchmark NewsletterData is derived from websites that have opted-in anonymousdata sharing with Google An...
Web Metrics Overview  Compared to a year ago, websites have seen reduced pages per  visit, average time on site, as well a...
Webinar Agenda: Metrics We’ll Cover    Traffic Sources1   Overview of different sources that send traffic to your site    ...
Webinar Agenda: Metrics We’ll Cover    Traffic Sources1   Overview of different sources that send traffic to your site    ...
Metric Defined: Traffic Sources  Overview of the different kinds of sources that send traffic to your site                ...
Why This Metric Matters: Traffic Sources  The better you understand where your traffic comes from, you can  gain insight i...
Google Benchmark Results: Traffic Sources  Direct traffic continues to lead the way at nearly 37% of overall traffic.  Sea...
Recommendation #1: Improving “Traffic Sources”  Investigate Google Insights to compare long-term trends:  www.google.com/i...
Recommendation #1: Improving “Traffic Sources”  Select a mix of both “head match” and “long tail” keywords                ...
Webinar Agenda: Metrics We’ll Cover    Traffic Sources1   Overview of different sources that send traffic to your site    ...
Metric Defined: Bounce Rate  The percentage of single-page visits, i.e. visits in which the person  left your site from th...
Why This Metric Matters: Bounce Rate   Bounce Rate is an important measure of relevanceBounce Rate is a great metric becau...
Google Benchmark Results: Bounce Rate  Average bounce hovers around 50%, i.e. half of visitors arrive on  your website and...
Recommendation #2: Improving “Bounce Rate”  Develop a mapping document that targets 3-5 keywords per page                 ...
Webinar Agenda: Metrics We’ll Cover    Traffic Sources1   Overview of different sources that send traffic to your site    ...
Metric Defined: Average Time on Site  Represents how long people stayed on your site                                   Cum...
Why This Metric Matters: Average Time on Site   Average Time on Site is an important measure of engagementTime on Site is ...
Google Benchmark Results: Average Time on Site  Average time on site dropped to 5:23 in the 2010-2011 sample period  – a d...
Recommendation #3: Improving “Avg Time on Site”         Consider your site’s thematic structure•   Thematically Group Page...
Webinar Agenda: Metrics We’ll Cover    Traffic Sources1   Overview of different sources that send traffic to your site    ...
Metric Defined: Conversion Rate      One of digital marketer’s favorite metrics for measuring outcomes                    ...
Why This Metric Matters: Conversion Rate   Conversion Rate helps us prove the value of our digital marketing   investmentC...
Google Benchmark Results: Conversion Rate  Conversion rates vary by country, with the US conversion rate being  approximat...
Recommendation #4: Improving “Conversion Rate”       Implement goal tracking and study your analyticsSet up Goals   •   De...
Goal Tracking: By Conversion Type!                                     #wm123                                     @TravisL...
Webinar Agenda: Metrics We’ll Cover    Traffic Sources1   Overview of different sources that send traffic to your site    ...
5 Search Marketing and the Complex Sale  Then: The Funnel Metaphor                                                        ...
5 Search Marketing and the Complex Sale  Now: The Customer Decision Journey                                               ...
5 “Typical” Visitor Path Does Not Exist!  Prospects arrive through a variety of digital channels: SEO, paid ads,  remarket...
5 Why Digital Marketers Need This  Full Funnel Digital Visibility                                   - Most marketers would...
5 Why Digital Marketers Need This  Full Funnel Digital Visibility     - Reality is that there are several   - Most markete...
5 The Best SEO Reporting  Measuring SEO effectiveness by identifying keywords that drove the  best conversions and sales  ...
Key Takeaways• SEO is Constantly Evolving: Take advantage of tools and resources(many of them free!) to stay up to date on...
Thank You!
Contact Us about Qualifying for a Complimentary Consultation   -Competitive Report: find out where you rank against your t...
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Transcript of "Google Facts & Stats: Capitalizing on the Latest Updates in Search"

  1. 1. Google Facts & Stats:How to Capitalize on the Latest Updates in SearchStrategies for staying one step ahead of the restToll: +1 (951) 266-6122Access Code: 652-162-938 @TravisLowSEO #wm123
  2. 2. Housekeeping Items Are the slides available?  Yes! Please email seo@webmarketing123.com We want to hear from you! @TravisLowSEO #wm123 facebook.com/webmarketing123 Want to learn more?  Contact us for a complimentary SEO Consultation. Details at end of webinar. #wm123 @TravisLowSEO
  3. 3. What’s at Stake Search engine use is growing rapidly Currently, there are more than 3 billion searches/day on Google Courtesy: SEOmoz #wm123 @TravisLowSEO
  4. 4. Search Engine User Behavior If you are not on the 1st page, you are invisible to most searchers #wm123 Source : Jupiter Research, 2010 @TravisLowSEO
  5. 5. The Web Metrics Lifecycle Developed by Avinash Kaushik, this process helps to identify the “critical few” metrics for your business and take action on them. Define Improve or Measure Eliminate Action Analyze Source: “Web Analytics 2.0,” Avinash Kaushik #wm123 @TravisLowSEO
  6. 6. The Web Metrics Lifecycle Developed by Avinash Kaushik, this process helps to identify the “critical few” metrics for your business and take action on them. Define Improve or Measure Eliminate Action Analyze Source: “Web Analytics 2.0,” Avinash Kaushik #wm123 @TravisLowSEO
  7. 7. The Web Metrics Lifecycle Developed by Avinash Kaushik, this process helps to identify the “critical few” metrics for your business and take action on them. Define Improve or Measure Eliminate Action Analyze Source: “Web Analytics 2.0,” Avinash Kaushik #wm123 @TravisLowSEO
  8. 8. The Web Metrics Lifecycle Developed by Avinash Kaushik, this process helps to identify the “critical few” metrics for your business and take action on them. Define Improve or Measure Eliminate Action Analyze Source: “Web Analytics 2.0,” Avinash Kaushik #wm123 @TravisLowSEO
  9. 9. The Web Metrics Lifecycle Developed by Avinash Kaushik, this process helps to identify the “critical few” metrics for your business and take action on them. Define Improve or Measure Eliminate Action Analyze Source: “Web Analytics 2.0,” Avinash Kaushik #wm123 @TravisLowSEO
  10. 10. The Web Metrics Lifecycle Developed by Avinash Kaushik, this process helps to identify the “critical few” metrics for your business and take action on them. Define Improve or Measure Eliminate Action Analyze Source: “Web Analytics 2.0,” Avinash Kaushik #wm123 @TravisLowSEO
  11. 11. Google Analytics Benchmark NewsletterData is derived from websites that have opted-in anonymousdata sharing with Google AnalyticsThe date range of comparison for this newsletter is fromNovember 1, 2010 - February 1, 2011Comparison is done with data from November 1, 2009 -February 1, 2010 #wm123 @TravisLowSEO
  12. 12. Web Metrics Overview Compared to a year ago, websites have seen reduced pages per visit, average time on site, as well as bounce rate. Nov ‘09–Feb ‘10 Nov ‘10-Feb ‘11 Difference Pages/Visit 4.9 4.5 -0.4 Bounce Rate 48.2% 47.0% -1.2% Avg Time on Site 5:49 5:23 -0:26 #wm123 @TravisLowSEO
  13. 13. Webinar Agenda: Metrics We’ll Cover Traffic Sources1 Overview of different sources that send traffic to your site Bounce Rate2 A critical measure of webpage’s relevance to a visitor Time Spent on Website3 Metric used to assess visitor engagement and site usage Conversion Rate4 Helps to measure outcomes, i.e. did visitor perform our intended action? Tracking Results and Measuring ROI5 360 tracking from keyword search to closed deal #wm123 @TravisLowSEO
  14. 14. Webinar Agenda: Metrics We’ll Cover Traffic Sources1 Overview of different sources that send traffic to your site Bounce Rate2 A critical measure of webpage’s relevance to a visitor Time Spent on Website3 Metric used to assess visitor engagement and site usage Conversion Rate4 Helps to measure outcomes, i.e. did visitor perform our intended action? Tracking Results and Measuring ROI5 360 tracking from keyword search to closed deal #wm123 @TravisLowSEO
  15. 15. Metric Defined: Traffic Sources Overview of the different kinds of sources that send traffic to your site #wm123 @TravisLowSEO
  16. 16. Why This Metric Matters: Traffic Sources The better you understand where your traffic comes from, you can gain insight into what kind of people are coming and why #wm123 @TravisLowSEO
  17. 17. Google Benchmark Results: Traffic Sources Direct traffic continues to lead the way at nearly 37% of overall traffic. Search engine traffic grew the most during same period YOY. % Visits from Nov ‘09–Feb ‘10 Nov ‘10-Feb ‘11 Difference Sources Direct 36.5% 36.8% +0.3% Referral 21.0% 19.4% -1.6%Search Engines 27.0% 28.0% +1.0% Other 15.5% 15.8% +0.3% #wm123 @TravisLowSEO
  18. 18. Recommendation #1: Improving “Traffic Sources” Investigate Google Insights to compare long-term trends: www.google.com/insights/search #wm123 @TravisLowSEO
  19. 19. Recommendation #1: Improving “Traffic Sources” Select a mix of both “head match” and “long tail” keywords #wm123 @TravisLowSEO
  20. 20. Webinar Agenda: Metrics We’ll Cover Traffic Sources1 Overview of different sources that send traffic to your site Bounce Rate2 A critical measure of webpage’s relevance to a visitor Time Spent on Website3 Metric used to assess visitor engagement and site usage Conversion Rate4 Helps to measure outcomes, i.e. did visitor perform our intended action? Tracking Results and Measuring ROI5 360 tracking from keyword search to closed deal #wm123 @TravisLowSEO
  21. 21. Metric Defined: Bounce Rate The percentage of single-page visits, i.e. visits in which the person left your site from the entrance page #wm123 @TravisLowSEO
  22. 22. Why This Metric Matters: Bounce Rate Bounce Rate is an important measure of relevanceBounce Rate is a great metric because… It is hard to misunderstand It is actionable, especially for identifying low- hanging fruit It measures customer behavior #wm123 @TravisLowSEO
  23. 23. Google Benchmark Results: Bounce Rate Average bounce hovers around 50%, i.e. half of visitors arrive on your website and leave with visiting any other pages #wm123 @TravisLowSEO
  24. 24. Recommendation #2: Improving “Bounce Rate” Develop a mapping document that targets 3-5 keywords per page #wm123 @TravisLowSEO
  25. 25. Webinar Agenda: Metrics We’ll Cover Traffic Sources1 Overview of different sources that send traffic to your site Bounce Rate2 A critical measure of webpage’s relevance to a visitor Time Spent on Website3 Metric used to assess visitor engagement and site usage Conversion Rate4 Helps to measure outcomes, i.e. did visitor perform our intended action? Tracking Results and Measuring ROI5 360 tracking from keyword search to closed deal #wm123 @TravisLowSEO
  26. 26. Metric Defined: Average Time on Site Represents how long people stayed on your site Cumulative Time Spent on Website by All VisitorsAverage Time on Site Total Number of Visitors #wm123 @TravisLowSEO
  27. 27. Why This Metric Matters: Average Time on Site Average Time on Site is an important measure of engagementTime on Site is a great metric because… It speaks to the stickiness of your content It measures customer behavior It is easy to understand #wm123 @TravisLowSEO
  28. 28. Google Benchmark Results: Average Time on Site Average time on site dropped to 5:23 in the 2010-2011 sample period – a drop of 26 seconds from prior period #wm123 @TravisLowSEO
  29. 29. Recommendation #3: Improving “Avg Time on Site” Consider your site’s thematic structure• Thematically Group Pages Mobile Around Keywords SMB Enterprise• Link Pages Within The Same Groups To Further Strengthen Theme of Website SMB Enterprise Mobile• Take advantage of breadcrumb and footer link navigational elements Other Relevant Internal Pages #wm123 @TravisLowSEO
  30. 30. Webinar Agenda: Metrics We’ll Cover Traffic Sources1 Overview of different sources that send traffic to your site Bounce Rate2 A critical measure of webpage’s relevance to a visitor Time Spent on Website3 Metric used to assess visitor engagement and site usage Conversion Rate4 Helps to measure outcomes, i.e. did visitor perform our intended action? Tracking Results and Measuring ROI5 360 tracking from keyword search to closed deal #wm123 @TravisLowSEO
  31. 31. Metric Defined: Conversion Rate One of digital marketer’s favorite metrics for measuring outcomes Outcomes (leads, sales, form fill outs, etc.) Conversion Rate Total Number of VisitsAsk Yourself: How many visitors completed your intended action? #wm123 @TravisLowSEO
  32. 32. Why This Metric Matters: Conversion Rate Conversion Rate helps us prove the value of our digital marketing investmentConversion Rate is a great metric because… Compared to most online metrics, it is one of the closest to actual business outcomes It can be optimized for and improved! It measures if our visitors are performing our intended actions on the website #wm123 @TravisLowSEO
  33. 33. Google Benchmark Results: Conversion Rate Conversion rates vary by country, with the US conversion rate being approximately 1% #wm123 @TravisLowSEO
  34. 34. Recommendation #4: Improving “Conversion Rate” Implement goal tracking and study your analyticsSet up Goals • Define conversions for your business goals • Set your goal values • Analyze which keywords are leading to more conversions and work to strengthen them in your links and content • Consider removing poor-performing keywords from your campaign • Observe where visitors abandon the goal path and analyze the data to determine why #wm123 @TravisLowSEO
  35. 35. Goal Tracking: By Conversion Type! #wm123 @TravisLowSEO
  36. 36. Webinar Agenda: Metrics We’ll Cover Traffic Sources1 Overview of different sources that send traffic to your site Bounce Rate2 A critical measure of webpage’s relevance to a visitor Time Spent on Website3 Metric used to assess visitor engagement and site usage Conversion Rate4 Helps to measure outcomes, i.e. did visitor perform our intended action? Tracking Results and Measuring ROI5 360 tracking from keyword search to closed deal #wm123 @TravisLowSEO
  37. 37. 5 Search Marketing and the Complex Sale Then: The Funnel Metaphor #wm123 @TravisLowSEO Source: http://hbr.org/2010/12/branding-in-the-digital-age/sb1
  38. 38. 5 Search Marketing and the Complex Sale Now: The Customer Decision Journey #wm123 @TravisLowSEO Source: http://hbr.org/2010/12/branding-in-the-digital-age/sb1
  39. 39. 5 “Typical” Visitor Path Does Not Exist! Prospects arrive through a variety of digital channels: SEO, paid ads, remarketing, display, referral, social, and more. #wm123 @TravisLowSEO
  40. 40. 5 Why Digital Marketers Need This Full Funnel Digital Visibility - Most marketers would attribute sales to last touch, i.e. “closers” #wm123 @TravisLowSEO
  41. 41. 5 Why Digital Marketers Need This Full Funnel Digital Visibility - Reality is that there are several - Most marketers would touch points before the “closer” attribute sales to last that influenced the purchase touch, i.e. “closers” decision - Marketing currently gets no credit for these! #wm123 @TravisLowSEO
  42. 42. 5 The Best SEO Reporting Measuring SEO effectiveness by identifying keywords that drove the best conversions and sales #wm123 @TravisLowSEO
  43. 43. Key Takeaways• SEO is Constantly Evolving: Take advantage of tools and resources(many of them free!) to stay up to date on latest search marketing trends.• Know Your Goals: Regardless of tactics utilized, don’t lose site ofoverall strategy and expected outcomes.• Prove the ROI: Continue to demonstrate the ROI of digital marketing bymeasuring outcomes and reallocating budget to highest performingchannels. #wm123 @TravisLowSEO
  44. 44. Thank You!
  45. 45. Contact Us about Qualifying for a Complimentary Consultation -Competitive Report: find out where you rank against your top competitors and what tactics they’re employing -Opportunity Analysis: learn how to improve your Digital Marketing Strategy and see how much opportunity is available for your company -ROI Tracking: detailing the keywords and sources that visitors are using to discover your website and if those visitors are converting into leads and sales Please contact: seo@webmarketing123.com #wm123 @TravisLowSEO
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