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DIGITAL MARKETING
SEO & GOOGLE ANALYTICS
12-05-2015 | Christian van ’t Hof
PART 1
GOOGLE & SEO
GOOGLE
Products of Google
GOOGLE
Google products for online marketers
GOOGLE
Google products for online marketers
SEARCH ENGINE OPTIMISATION
Wikipedia
Search engine optimization is the process of affecting the
visibility of a website or...
Search Engine Results Page (SERP)
SEARCH ENGINE OPTIMISATION
Search Engine Results Page (SERP)
Rank # Click Throughs %
1 8,220,278 42.30%
2 2,316,738 11.92%
3 1,640,751 8.44%
4 1,171,...
Google Algorithm
Domain Factors
- Domain name
- Domain age
- Exact match domain name
- Country extension
Algorithm Rules
-...
Google Algorithm
Page-level Factors
- Keyword in title tag
- Title tag starts with keyword
- Keyword in description tag
On...
Google Algorithm
Site-level Factors
- Content provides value and unique insights
- Number of pages
- Mobile optimised (sin...
Google Algorithm
Backlink Factors
- Alt Tag
- Social shares
- Links from authority sites
Social Signals
- Number of Tweets...
Google Algorithm
User Interaction
- Bounce rate
- Direct traffic
- Chrome bookmarks
- Dwell time
Off-page Webspam
- Unnatur...
SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION
SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION
SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION
SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION
SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION
SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION
SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION
PART 2
GOOGLE ANALYTICS
GOOGLE ANALYTICS
Web Analytics
Web analytics is the measurement, collection, analysis and
reporting of internet data for p...
GOOGLE ANALYTICS
“What data would you like to
get from your website?”
Question time
GOOGLE ANALYTICS
Analytics Main Elements
✦ Hits
✦ Page Impressions / Views
✦ Visits
✦ Unique Visitors
✦ Pages/Visit
✦ Aver...
GOOGLE ANALYTICS
Website - DroomhuisNunspeet.nl
GOOGLE ANALYTICS
Google Analytics - Dashboard
GOOGLE ANALYTICS
Google Analytics - Main Elements
GOOGLE ANALYTICS
Google Analytics - Dashboard
GOOGLE ANALYTICS
Audience - Overview
GOOGLE ANALYTICS
Audience - Demography
GOOGLE ANALYTICS
Audience - Geography
GOOGLE ANALYTICS
Audience - Distribution and page depth
GOOGLE ANALYTICS
Audience - Browsers
GOOGLE ANALYTICS
Audience - Devices
GOOGLE ANALYTICS
Acquisition - Overview
GOOGLE ANALYTICS
Acquisition - Source
GOOGLE ANALYTICS
Acquisition - Source vs Device
GOOGLE ANALYTICS
Behaviour
GOOGLE ANALYTICS
Conversions
Questions?
Christian van ’t Hof
christian@brightsol.nl
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Gastcollege Google, SEO en Google Analytics door Brightsol

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Deze presentatie laat in het kort het een en ander zien van wat zoekmachine optimalisatie (SEO) inhoudt en wat Google belangrijk vindt in de pageranking op de search engine results page.

Het tweede gedeelte van presentatie geeft een aantal elementen uit Google Analytics weer en legt uit waarom het goed te gebruiken is.

Gastcollege door Christian van 't Hof van Brightsol (www.brightsol.nl). Dit college is gegeven voor het vak Digital Marketing op het Windesheim in Zwolle voor een groep internationale studenten van de minor 'European Business Studies'.

Published in: Marketing
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Gastcollege Google, SEO en Google Analytics door Brightsol

  1. 1. DIGITAL MARKETING SEO & GOOGLE ANALYTICS 12-05-2015 | Christian van ’t Hof
  2. 2. PART 1 GOOGLE & SEO
  3. 3. GOOGLE Products of Google
  4. 4. GOOGLE Google products for online marketers
  5. 5. GOOGLE Google products for online marketers
  6. 6. SEARCH ENGINE OPTIMISATION Wikipedia Search engine optimization is the process of affecting the visibility of a website or a web page in a search engine’s "natural" or un-paid ("organic") search results. SearchEngineLand SEO… is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines.
  7. 7. Search Engine Results Page (SERP) SEARCH ENGINE OPTIMISATION
  8. 8. Search Engine Results Page (SERP) Rank # Click Throughs % 1 8,220,278 42.30% 2 2,316,738 11.92% 3 1,640,751 8.44% 4 1,171,642 6.03% 5 943,667 4.86% 6 774,718 3.99% 7 655,914 3.37% 8 579,196 2.98% 9 549,196 2.83% 10 577,325 2.97% SEARCH ENGINE OPTIMISATION
  9. 9. Google Algorithm Domain Factors - Domain name - Domain age - Exact match domain name - Country extension Algorithm Rules - User search history - User browsing history - Local searches SEARCH ENGINE OPTIMISATION
  10. 10. Google Algorithm Page-level Factors - Keyword in title tag - Title tag starts with keyword - Keyword in description tag On-site Webspam (Negative) - Redirects - Ads above the fold - Hiding affiliate links SEARCH ENGINE OPTIMISATION
  11. 11. Google Algorithm Site-level Factors - Content provides value and unique insights - Number of pages - Mobile optimised (since 21 april of 2015) Brand Signals - LinkedIn company page - Facebook page with likes - Brand name on news sites SEARCH ENGINE OPTIMISATION
  12. 12. Google Algorithm Backlink Factors - Alt Tag - Social shares - Links from authority sites Social Signals - Number of Tweets - Facebook shares - Pinterest pins - Verified Google+ Authorship SEARCH ENGINE OPTIMISATION
  13. 13. Google Algorithm User Interaction - Bounce rate - Direct traffic - Chrome bookmarks - Dwell time Off-page Webspam - Unnatural links - Penguin penalty - Links from the same ip - Selling links SEARCH ENGINE OPTIMISATION
  14. 14. SERP & Page-level Factors SEARCH ENGINE OPTIMISATION
  15. 15. SERP & Page-level Factors SEARCH ENGINE OPTIMISATION
  16. 16. SERP & Page-level Factors SEARCH ENGINE OPTIMISATION
  17. 17. SERP & Page-level Factors SEARCH ENGINE OPTIMISATION
  18. 18. SERP & Page-level Factors SEARCH ENGINE OPTIMISATION
  19. 19. SERP & Page-level Factors SEARCH ENGINE OPTIMISATION
  20. 20. SERP & Page-level Factors SEARCH ENGINE OPTIMISATION
  21. 21. PART 2 GOOGLE ANALYTICS
  22. 22. GOOGLE ANALYTICS Web Analytics Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimising web usage
  23. 23. GOOGLE ANALYTICS “What data would you like to get from your website?” Question time
  24. 24. GOOGLE ANALYTICS Analytics Main Elements ✦ Hits ✦ Page Impressions / Views ✦ Visits ✦ Unique Visitors ✦ Pages/Visit ✦ Average Visit Duration ✦ Bounce Rate ✦ Percentage of New Visits
  25. 25. GOOGLE ANALYTICS Website - DroomhuisNunspeet.nl
  26. 26. GOOGLE ANALYTICS Google Analytics - Dashboard
  27. 27. GOOGLE ANALYTICS Google Analytics - Main Elements
  28. 28. GOOGLE ANALYTICS Google Analytics - Dashboard
  29. 29. GOOGLE ANALYTICS Audience - Overview
  30. 30. GOOGLE ANALYTICS Audience - Demography
  31. 31. GOOGLE ANALYTICS Audience - Geography
  32. 32. GOOGLE ANALYTICS Audience - Distribution and page depth
  33. 33. GOOGLE ANALYTICS Audience - Browsers
  34. 34. GOOGLE ANALYTICS Audience - Devices
  35. 35. GOOGLE ANALYTICS Acquisition - Overview
  36. 36. GOOGLE ANALYTICS Acquisition - Source
  37. 37. GOOGLE ANALYTICS Acquisition - Source vs Device
  38. 38. GOOGLE ANALYTICS Behaviour
  39. 39. GOOGLE ANALYTICS Conversions
  40. 40. Questions? Christian van ’t Hof christian@brightsol.nl

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