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  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Metric Defined: Traffic Sources Overview of the different kinds of sources that send traffic to your site #wm123 @TravisLowSEO
  • 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. 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. Recommendation #1: Improving “Traffic Sources” Investigate Google Insights to compare long-term trends: www.google.com/insights/search #wm123 @TravisLowSEO
  • 19. Recommendation #1: Improving “Traffic Sources” Select a mix of both “head match” and “long tail” keywords #wm123 @TravisLowSEO
  • 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. 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. 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. 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. Recommendation #2: Improving “Bounce Rate” Develop a mapping document that targets 3-5 keywords per page #wm123 @TravisLowSEO
  • 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. 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. 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. 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. 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. 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. 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. 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. Google Benchmark Results: Conversion Rate Conversion rates vary by country, with the US conversion rate being approximately 1% #wm123 @TravisLowSEO
  • 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. Goal Tracking: By Conversion Type! #wm123 @TravisLowSEO
  • 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. 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. 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. 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. 5 Why Digital Marketers Need This Full Funnel Digital Visibility - Most marketers would attribute sales to last touch, i.e. “closers” #wm123 @TravisLowSEO
  • 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. 5 The Best SEO Reporting Measuring SEO effectiveness by identifying keywords that drove the best conversions and sales #wm123 @TravisLowSEO
  • 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. Thank You!
  • 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