Google Analytics & SEO Blogging. JCiEdinburgh - Ben Rogers - Attacat


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  • DEFINE ACTIONABLEFree tool for analysing your website traffic
  • A funnel is just a series of steps before a goal conversion. The easiest way to explain this using the example of a shopping cart on an e-commerce site. The visitor will have to complete a number of steps from seeing the item to having the purchase confirmed. Steps such as registering, adding delivery address details, confirming the order, making payment & seeing the receipt page.These steps will always be in the same order but it doesn’t matter if the visitor misses out a step or returns halfway through the funnel.The funnel gives us great information about which areas of the sales process is not working – are people leaving when they see how many details they have to enter just to register, do they get to the confirmation stage & see the high shipping costs and leave? The small example to the side there shows that people enter and leave the funnel at different stage but shows us an overview of how successful the sales funnel process is.I’ve given a B2C example here but again this is just as relevant on a B2B site – do you ask for details before the download of a white paper? Is there a registration process for new users?
  • Option 1 – “OK, boss” Suck upOption 2 – “No way – you’re wrong!”P45Option 3 – “Let’s test it against my idea & the loser buys lunch”Scientific, more fun & lower chance of the P45 scenario
  • Much better than the Analytics overlay as:Much better visual representationShows where people have tried to click inc where you shouldn’t click
  • So sexy, it hurts. Records mouse movements and clicks:Can watch recordings of individuals move through your websiteCrazy Egg style heat mapsBrilliant for forms – identifies problem fields really easily.
  • Present your product for 1 minute Everyone else then spends a couple of minutes coming up with possible keywords for their business – how you would search, how other people may searchWhite all up on the white boardLooking for the big split of keywords that people may useGood idea to bring in a few people for a 10 minute brainstorming session to get ideas of how people may search then use the KW tool to check search volujes
  • Google Analytics & SEO Blogging. JCiEdinburgh - Ben Rogers - Attacat

    1. 1. Google Analytics & SEO<br />Ben Rogers<br />
    2. 2. Contacting me<br /><br />Skype: attacatben<br />LinkedIn: Ben Rogers<br /><br />0131 220 1441<br /><br />
    3. 3.
    4. 4. The Business Case<br />two ways to double website sales<br />or<br />
    5. 5. What is this Google Analytics anyway...<br />Sexy graphs of what people are doing on your website<br />It’s free! Zip! £0! FA! But Why?<br />
    6. 6. Using the data<br />What sort of questions do you want to answer about your own websites?<br />
    7. 7. Key Terms<br />Accessing and using your data effectively<br />
    8. 8. Hits, Visitors & Visits<br />Hits (don’t use!)<br />Download of a single file from the server<br />1 page can actually show as multiple hits<br />HTML files, CSS files, images<br />Visitor<br />Visitors are unique<br />Visitors are tracked using 1st party cookies<br />One person could show as several visitors – if they are using a different computer for example<br />Visits<br />The number of times someone has visited your site<br />Sessions time out after 30 minutes of inactivity. Activity after this will record a new visit.<br />New vs. Returning Visitors<br />Visitors are tracked with cookies, if the cookie exists they are retuning if not they are new<br />
    9. 9. Page Views & Unique Page Views<br />A Page View is defined as a view of a page on your site that is being tracked by the Analytics tracking code. If a visitor hits reload after reaching the page, this will be counted as an additional page view. If a user navigates to a different page and then returns to the original page, a second page view will be recorded as well.<br />A Unique Page View, as seen in the Top Content report, aggregates page views that are generated by the same user during the same session. A unique page view represents the number of sessions during which that page was viewed one or more times.<br />
    10. 10. Key Terms – Bounce Rate<br />Bounce Rate<br />Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.<br />GGA: Google Analytics Seminar<br />
    11. 11. Key Terms – Exit Rate<br />Exit Rate<br />Exit rate shows the percentage of visitors who left your site at the named page<br />GGA: Google Analytics Seminar<br />
    12. 12. Exit Pages<br />Where people get fed-up & leave!<br />What should you pay attention to...<br />‘Utility’ pages are the ones to watch<br />About Us<br />Terms & Conditions<br />Contact Us<br />Delivery Information<br />FAQs<br />
    13. 13. Setting Up Goals in Google Analytics<br />
    14. 14. Goal setting<br />Take your KPIs & set them as goals in Analytics<br />Sales, downloads, email links, contact form submissions, donations, video content views, newsletter registrations, time on site, key page views, visits even<br />Create funnels for linear progressions to a KPI (e.g. checkout process)<br />
    15. 15. Google Conversion University<br />Lots of useful help files & presentations<br />Creating Goals:<br /><br />
    16. 16. Goals & Funnels – before<br />Slides removed<br />
    17. 17. Want to learn more?!<br />
    18. 18. Google Conversion University<br /><br />Learning centre to study for the Google Analytics Individual Qualification (IQ)<br />Good resource for basic navigation, interpreting reports & in-depth analysis<br />
    19. 19. Books<br />Great Google Analytics ‘handbook’<br />Great for more advanced web analytics & theory<br />
    20. 20. Blogs<br /><br /><br /><br />
    21. 21. Who, What, When, Why<br />What numbers & stats can't tell you<br />
    22. 22. Putting the Why into the What<br />Google Analytics can help you understand what your visitors did – Not Why!<br />Use other tools to help close the loop<br />Low cost usability testing<br />Google Website Optimiser<br />Surveys<br />Was this article helpful<br />Ask for feedback<br />
    23. 23. Low cost usability testing<br />Rocket Surgery Made Easy – Steve Krug<br />Simple, quick wins, ongoing exercise, fast, cheap!<br />
    24. 24. The HiPPO in the room<br />Highest Paid Person’s Opinion (wins)<br />“Change that picture on the home page to something else.”<br />From:<br />
    25. 25. Results – 20% uplift<br />Slides removed<br />
    26. 26. Crazy Egg - $9/month<br />
    27. 27. ClickTale – from $99/month<br />
    28. 28. 4Q Perceptions - free<br />
    29. 29. search engine optimisation<br />
    30. 30. A Brief History of Web Search<br /><br />
    31. 31. what is SEO?<br />
    32. 32. what is SEO?<br />great internet marketing leads to great search engine rankings<br />on-page & off-page factors<br />content<br />page structure<br />site architecture<br />usability/accessibility<br />links<br />website speed<br />Google products data?<br />the social factor<br />
    33. 33. Ranking Factors?<br />
    34. 34. On Page Ranking Factors?<br />
    35. 35. Why blog – the expert opinion!<br /><br />
    36. 36. Keyword Research<br />30 second presentation<br />By ?<br />
    37. 37. Take-aways<br />It’s about 100’s, 1000’s or even 10,000’s of phrases<br />Very easy to leave a large chunk of business on the table.<br />
    38. 38. Your Keyword Universe<br />Descriptive terms – e.g. Showers<br />Brands – e.g. Mira<br />Adjectives e.g. Cheap Showers<br />Geography – e.g. Glasgow Shower Shop<br />Misspellings – e.g. Mirar<br />Use of – e.g. Shower fitting<br />Related – e.g. bathroom mould<br />
    39. 39. Keyword Research<br />Brainstorm with Colleagues<br />Look at competitors sites<br />Ask existing customers<br />Website logs & Analytics<br />In site search logs<br />Use keyword tools<br />
    40. 40. AdWords Keyword Tool<br />
    41. 41. SEO & Blogging<br />
    42. 42. Why Blogging is Good for SEO<br />Many organisations who blog, enjoy good search engine rankings. Is this because Google thinks blogs deserve to get a ranking boost? Probably not.<br />The ranking boosts are more indirect. It just so happens that blogging encourages a lot of practices that tick the search engine algorithms’ boxes.<br />
    43. 43. Good Quality Informational Content<br />Made up statistic of the day!<br />Informational searching involves looking for a specific fact or topic<br />Navigational searching seeks to locate a specific web site<br />Transactional searching looks for information related to buying a particular product or service<br />Research by: Penn State Uni<br />80% - 10% - 10%<br />
    44. 44. Fresh Content<br />Ranking factor?<br />Sites or Pages<br />Attacat Google Caffeine experiment<br />“way to get blog comments”<br />
    45. 45. Depth of Content<br />What will rank better?<br />Page about mugs<br />Site with lots of pages about different aspects of mugs & general mug chit chat<br />
    46. 46. Search Engine Friendly Content<br />Easy for the search engines to index<br />Well considered site architecture for optimisation<br />Tags & categories<br />Tags are keywords & searchy<br />Categories are navigational & structural<br />
    47. 47. 9 Tips<br />In approximate reverse order!<br />Update URLs<br /><br /><br />Full version of your post is available in ONE place alone<br />See Attacat Brain snippets<br />Linking<br />Link to other posts & pages <br />Use anchor text <br />i.e. Write something that includes your keywords & make the link from them.<br />
    48. 48. 9 Tips<br />Use tags & categories<br />Tags are keywords & searchy<br />Categories are navigational & structural<br />Build the blog into your main site <br />not as a separate entity<br />Unless you have a good business decision behind it!<br />Use a leading blogging platform<br /> (self hosted)<br />Posterous, Blogger,, Tumblr (in that order!)<br />
    49. 49. 9 Tips<br />Market your blog!<br />Sharing buttons<br />Feedburner<br />Press releases (for great posts!)<br />Quality links<br />Exposure to media<br />Qualified traffic<br />Search engine exposure<br />Write GREAT CONTENT<br />
    50. 50. SEO is Easy<br />Because all you have to do is:<br />Create a good site;<br />Include the phrases that you want to be found for within the copy of your website;<br />get lots of relevant sites to link to you;<br />get users engaging with your site.<br />
    51. 51. SEO is Flippin’ Difficult<br />Because you have to:<br />Create a good site;<br />Include the phrases that you want to be found for within the copy of your website;<br />get lots of relevant sites to link to you;<br />get users engaging with your site.<br />
    52. 52. DIY? Or leave it to the “experts”?<br />
    53. 53. CEO, designers, hr department, developers, copy writers, <br />R&D,marketing department, management team, customer service department, sales department, corporate comms, operations, it department<br />
    54. 54. Ask me Questions!<br /><br />Skype: attacatben<br />LinkedIn: Ben Rogers<br /><br />0131 220 1441<br /><br />