Using SEO in Google Analytics | Analytics Pros Webinar by Mark McLaren

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Using SEO in Google Analytics | Analytics Pros Webinar by Mark McLaren

  1. 1. Search Engine Optimizationand Google AnalyticsAligning SEO with Business GoalsMark McLarenDirector of Search Marketing at Analytics Pros
  2. 2. What is SEO? Part of marketing
  3. 3. What is SEO? A part of marketing
  4. 4. Search Engine Market Share80%70%60%50% Google40% Bing30% Yahoo20%10%0% Google Bing Yahoo
  5. 5. seOMG!
  6. 6. Value of SEOForrester Research: There is a shift in priority toward organic SEO and away from paid search.
  7. 7. Standard SEO TechniquesTechnical On-page Off-page Content Organization• Crawlers • Keywords • Social Media • Research • Domains• URLs • Title tags • Video • Keywords • Site structure• Cookies • Meta descrip • Directories • Blogging • Navigation• Load time • Page structure • Local profiles • Authors • Internal links• robots.txt • img alt attrib • Press releases • Branding • Accessibility• Redirects • Bullets, bold • Apps • Positioning • Duplication• Sitemap • Custom 404 • Relationships • Scheduling • CMS• etc. • etc. • etc. • etc. • etc.
  8. 8. A part of marketingThe Art of SEO: Mastering Search Engine Optimization
  9. 9. Performance Marketing with Google Analytics Sebastian Tonkin, Caleb Whitmore, Justin Cutroni
  10. 10. Standard SEO TechniquesTechnical On-page Off-page Content Organization• Crawlers • Keywords • Social Media • Research • Domains• URLs • Title tags • Video • Keywords • Site structure• Cookies • Meta descrip • Directories • Blogging • Navigation• Load time • Page structure • Local profiles • Authors • Internal links• robots.txt • img alt attrib • Press releases • Branding • Accessibility• Redirects • Bullets, bold • Apps • Positioning • Duplication• Sitemap • Custom 404 • Relationships • Scheduling • CMS• etc. • etc. • etc. • etc. • etc.
  11. 11. Goal-directed MarketingNew insights for SEO with Google Analytics
  12. 12. AnalyticsTechnical On-page Off-page Organization Content• URLs • Engagement • Social Media • Domains • Research• Cookies • Keywords • Video • Site structure • Testing• Redirects • Title tags • Directories • Navigation • Keywords• sitemap • Meta descrip • Local profiles • Internal links • Blogging• … • Page structure • Press releases • Accessibility • Authors • Bullets, bold • Apps • CMS • Branding • Custom 404 • Relationships • … • Scheduling • … • … • …
  13. 13. What are your business goals?How are they achieved on your website?
  14. 14. What are yourbusiness goals?How are they achieved on your website?
  15. 15. Google AnalyticsA tool to measure what happens on your website
  16. 16. What is Google Analytics? A tool to measure what happens on your website
  17. 17. Does SEO work? How can we measure its success?
  18. 18. Is SEO working?Use Google Analytics to measure SEO success.
  19. 19. What do you want people to do? How good is the fit between your goals and your customer’s goals?
  20. 20. What are yourbusiness goals?How are they achieved on your website?
  21. 21. Identifyoutcomes.Use GA to track them.
  22. 22. Identifyoutcomes.Use GA to track them.
  23. 23. Identify outcomes.These are your goals. Use GA to track them.
  24. 24. Don’t just track. Measure what matters.
  25. 25. Don’t just track. And Measure the things that matter. we’re done?Most users are not getting all they can from GA.
  26. 26. Basic QuestionsSome examples1. How many visits do we get? – Traffic volume2. Where do they come from? – Search, referral, SM3. Where do they go? – Engagement4. What percent are organic? – Reach5. What percent are branded vs. not? – Optimization6. What percent convert? – Achieving goals7. Is this what you want? – What to change and test
  27. 27. Is SEO working?Use Google Analytics to measure SEO success.
  28. 28. Identify outcomes.These are your goals. Use GA to track them.
  29. 29. Branded keywords
  30. 30. Identify outcomes.These are your goals. Use GA to track them.
  31. 31. Identify outcomes.These are your goals. Use GA to track them.
  32. 32. Identify outcomes.These are your goals. Use GA to track them.
  33. 33. Is SEO working?Use Google Analytics to measure SEO success.
  34. 34. What does a great fit look like? Answer: Conversion
  35. 35. Keyword (not provided)One reason you need a Google Webmaster Tools account.
  36. 36. Who converts most often?People who search for your brand or a product name.
  37. 37. Assess your traffic with conversions in mind.Compare branded vs. non-branded1. Visits2. Pages / Visit3. Average Visit Duration4. % New Visits (vs. Returning)5. Bounce rate6. Goal conversion rate
  38. 38. Sales funnel $$$!
  39. 39. What are brandedsearch visits like?
  40. 40. Branded Search Profile1. More frequent than non-branded? – Optimization2. More pages per visit – Engagement3. Longer visit duration – Engagement4. More new visits vs. returning visits? – Sales funnel5. Low bounce rate – Optimization and fit with your site6. What percent convert? – Achieving your goals
  41. 41. Is SEO working? Branded OrganicUse Google Analytics to measure SEO success.
  42. 42. Is SEO working?Non-Branded OrganicUse Google Analytics to measure SEO success.
  43. 43. Is SEO working? Branded OrganicUse Google Analytics to measure SEO success.
  44. 44. Is SEO working?Non-Branded OrganicUse Google Analytics to measure SEO success.
  45. 45. One goal of organic SEOGet organic search profile to look like branded.
  46. 46. Keyword reach and quality How do you know where to start?
  47. 47. Look at yourorganic traffic Hard to find?
  48. 48. Keyword research:1. Use your own traffic – start with Analytics2. Competition – Look at site content, rank in search engine results, and inbound links3. Keyword research tools – Google keyword research tool – Keyword Discovery – Wordtracker4. Use PPC campaigns as keyword research tools
  49. 49. Where do keywords belong?1. Title tags2. <h1> <h2> <h3> headings3. Meta description4. Bullet lists5. Internal link text6. First paragraph & body copy7. Breadcrumbs8. Press releases9. More…
  50. 50. Optimize using keywords.Measure the results. Then adjust.
  51. 51. Do your keywords fit your goals? How do you know?
  52. 52. Marketing channelsHow do all your marketing channels interact?
  53. 53. Multi-Channel FunnelsSEO insights beyond two dimensions.
  54. 54. Great writing.User experience.Both are as important as keyword research.
  55. 55. Great writing.User experience.Both are as important as keyword research.
  56. 56. Great writing.User experience. Rows 1-10 out of 3,158
  57. 57. Great writing.User experience.
  58. 58. Great writing.User experience.
  59. 59. Ask
  60. 60. Mark McLarenmark@analyticspros.com

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