Successfully reported this slideshow.
Your SlideShare is downloading. ×

Advanced SEO

Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad

Check these out next

1 of 43 Ad
Advertisement

More Related Content

Slideshows for you (18)

Advertisement

Similar to Advanced SEO (20)

Advertisement

Recently uploaded (20)

Advanced SEO

  1. 1. Advanced SEO Steve Burge December 4th, 2008
  2. 2. The MoneyBall Question
  3. 3. The MoneyBall Question <ul><li>How can poor teams compete? </li></ul><ul><li>Salaries </li></ul>
  4. 4. The Realisation <ul><li>Other teams choose players on instinct. </li></ul><ul><li>They don’t use any objective values. </li></ul>
  5. 5. The Old Way <ul><li>“He looks like a good player …” </li></ul>
  6. 6. The New Way <ul><li>“I know he’s a good player. </li></ul>
  7. 7. Most People Still Do This: <ul><li>“It looks like a good keyword …” </li></ul>
  8. 8. The Question <ul><li>This is the fundamental baseball question: </li></ul><ul><li>How much do players cost, compared to how many games they win you? </li></ul>
  9. 9. The Question <ul><li>This is the fundamental SEO question: </li></ul><ul><li>How much do visitors cost you compared to how much they earn you? </li></ul>
  10. 10. The Solution <ul><li>This is the fundamental solution: </li></ul><ul><li>Track and value the visitor from origin to sale. </li></ul><ul><li>It costs us 10 cents per user </li></ul><ul><li>1 in 50 users purchases </li></ul><ul><li>One average purchase makes us $10 </li></ul><ul><li>$10 profit from $5 spent </li></ul>
  11. 11. What We’re Up To <ul><li>Step 1: Get the Data </li></ul><ul><li>A) Woopra </li></ul><ul><li>B) Google </li></ul><ul><li>C) Others </li></ul><ul><li>Step 2: Use the Data </li></ul><ul><li>A) Goals </li></ul><ul><li>B) Funnels </li></ul><ul><li>C) Adwords </li></ul>
  12. 12. Part 1: Get the Data
  13. 13. A) Woopra <ul><li>Woopra = Right Now Analytics </li></ul>The Babe Ruth of Analytics
  14. 14. Woopra <ul><li>1) Details on Users </li></ul>2) Start a Chat …
  15. 15. Woopra <ul><li>2) Live Keywords </li></ul>
  16. 16. Woopra <ul><li>3) Instant Alerts </li></ul>
  17. 17. Woopra Installation <ul><li>Sign up at Woopra.com (PC only) </li></ul><ul><li>Wait for approval </li></ul><ul><li>Download RokWoopra </li></ul><ul><li>Install as a plugin on Joomla 1.5 </li></ul>
  18. 18. Woopra Pros + Cons <ul><li>Pros </li></ul><ul><li>Can track registered users </li></ul><ul><li>Great SSL support for E-Commerce </li></ul><ul><li>Much better live stats than Google </li></ul><ul><li>Cons </li></ul><ul><li>Difficult to dig deep and compare stats </li></ul><ul><li>Sometimes slows the site a little </li></ul><ul><li>No natural integration with Adwords </li></ul>
  19. 19. B) Google Analytics <ul><li>Google = Long-Term Analytics </li></ul>The Alex Rodriguez of Statistics
  20. 20. Google Analytics <ul><li>1) Easy to Compare Long-Term Trends </li></ul>
  21. 21. Google Analytics <ul><li>2) Huge Range of Stats Collected </li></ul>
  22. 22. Google Analytics <ul><li>3) Fantastic Reports Emailed To You </li></ul>
  23. 23. Google Analytics <ul><li>4) Graphical Site Overview </li></ul>
  24. 24. Goggle Analytics Installation <ul><li>Sign up at google.com/analytics </li></ul><ul><li>Enter a site </li></ul><ul><li>Place the code at the bottom of your template’s index.php above the </body> tag </li></ul>
  25. 25. Google Pros + Cons <ul><li>Pros </li></ul><ul><li>Great for digging deep </li></ul><ul><li>Clear, easy interface </li></ul><ul><li>Integrates with other Google tools </li></ul><ul><li>Cons </li></ul><ul><li>Doesn’t play well with SSLs </li></ul><ul><li>Stats are always several hours old </li></ul><ul><li>No special Joomla integration </li></ul>
  26. 26. C) Others <ul><li>Do: Step outside this list with CrazyEgg.com, Omniture.com </li></ul><ul><li>Do: Use AWStats / Analytics from Hosting Companies </li></ul><ul><li>Don’t: Use Joomla extensions </li></ul><ul><li>Don’t : Make your stats public </li></ul>
  27. 27. C) Others <ul><li>Why use several? Stats vary. </li></ul>
  28. 28. Part 2: Use the Data
  29. 29. A) Goals <ul><li>Goals = Users performing a single action </li></ul>
  30. 30. Goals <ul><li>Google will track how many times that action is completed. </li></ul>
  31. 31. Goals <ul><li>Track which sites send users who complete your goal: </li></ul><ul><li>Here Adwords is the worst performer and MSN the best! </li></ul>
  32. 32. Goals <ul><li>You can tell Google what the goal is worth to you: </li></ul><ul><li>If you don’t know, find out! </li></ul><ul><li>Google will then track it: </li></ul>
  33. 33. Goals <ul><li>See which keywords convert well </li></ul><ul><li>Some keywords like “coupon code” show great user intent. </li></ul><ul><li>http://adlab.msn.com/Online-Commercial-Intention/ </li></ul>
  34. 34. Goals Installation <ul><li>Go to Google Analytics </li></ul><ul><li>Click edit by a domain name </li></ul><ul><li>Click edit by one of the goals </li></ul><ul><li>Enter the page you want people to reach </li></ul>
  35. 35. B) Funnels <ul><li>Funnels = Multiple Steps to a Goal </li></ul>1) Register 2) Choose a plan 3) Checkout 4) Thank You!
  36. 36. Funnels <ul><li>Goal tracks user dropout at each stage: </li></ul>
  37. 37. Funnels Installation <ul><li>Add more URLs when creating a goal: </li></ul>
  38. 38. C) Adwords <ul><li>AKA: a quick way to burn money </li></ul>
  39. 39. Adwords <ul><li>… not when you can track conversions. Google will show which keywords lead to people completing goals. </li></ul>
  40. 40. Install Adwords Conversions <ul><li>Login to Adwords </li></ul><ul><li>Click “Conversion Tracking” </li></ul><ul><li>Click “Create your first action” </li></ul><ul><li>Follow the steps </li></ul><ul><li>Place code on the final page </li></ul>
  41. 41. Voila! <ul><li>You know what visitor X is worth to you. </li></ul>
  42. 42. Over to You …
  43. 43. Next Step <ul><li>Expert : Try Barrie’s Black Belt Joomla class tomorrow. He’s talking about Google Website Optimizer – the next step on this path. </li></ul><ul><li>Basic : Try my classes tomorrow: </li></ul><ul><li>Make Google Love You = SEO Intro </li></ul><ul><li>Web Marketing = Joomla SEO intro </li></ul>

×