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Google Analytics

  1. 1. Matthew Alan Franklin Stephanie Lynn Kelch Justin Alan Multhauf Julia Marie Sommers Thomas John Shewchuck
  2. 2. Goals and Objectives <ul><li>Create high natural placement </li></ul><ul><li>Create “BUZZ” among alumni </li></ul><ul><li>Obtain Opt-in and Buy </li></ul><ul><li>Educate Flyer Spirit staff members on Google Analytics and Search Engine Optimization </li></ul>
  3. 3. What Can YOU Get? <ul><li>Increased awareness & exposure </li></ul><ul><li>Achieve an accurate measurement of website traffic </li></ul><ul><li>Increase/maintain advertising flexibility including budget and ease of control </li></ul>
  4. 4. How it Works <ul><li>Search Engine Optimization </li></ul><ul><ul><li>Involves altering website to create a naturally high placement on top search engines, without the cost </li></ul></ul><ul><ul><li>Use free tools offered by Google to monitor optimization </li></ul></ul><ul><ul><ul><li>Track and manage campaigns </li></ul></ul></ul>
  5. 5. How it Works <ul><li>Google searches the web to find meta names embedded in website that match the keywords searched by the customer </li></ul><ul><ul><li>Meta names should be relative to content on website </li></ul></ul>
  6. 8. How it Works <ul><li>Current website description </li></ul><ul><ul><li>Flyer Spirit is an official University of Dayton merchandise provider. The store offers Under Armour apparel, alumni clothing, gifts, and more. Flyer Spirit is a joint venture between the University Bookstore and Flyer Enterprises. </li></ul></ul><ul><ul><li>Content not in the title, in website description instead </li></ul></ul><ul><ul><ul><li>Does not help Google to recognize the website </li></ul></ul></ul>
  7. 9. Current Keywords <ul><li>Gear </li></ul><ul><li>under armour </li></ul><ul><li>UA </li></ul><ul><li>pink ribbon merchandise </li></ul><ul><li>university of </li></ul><ul><li>retail </li></ul><ul><li>enterprises </li></ul><ul><li>columbia apparel </li></ul><ul><li>spirit shop </li></ul><ul><li>dayton </li></ul><ul><li>U+D </li></ul><ul><li>alumni </li></ul><ul><li>flyers </li></ul><ul><li>rudy </li></ul><ul><li>greek clothing </li></ul><ul><li>flyer spirit </li></ul><ul><li>flyerspirit </li></ul>
  8. 10. Current Keywords <ul><li>The current keywords work great but need to be placed as a meta name and not in website description </li></ul><ul><li>Google does not search website descriptions, excluding FlyerSpirit.com from many Google searches </li></ul>
  9. 11. Recommended Additional Meta Names <ul><li>University of Dayton </li></ul><ul><li>University of Dayton Basketball </li></ul><ul><li>Dayton Flyers </li></ul><ul><li>UD Basketball </li></ul><ul><li>UD Bookstore </li></ul><ul><li>Rudy Flyer </li></ul><ul><li>University of Dayton Alumni </li></ul><ul><li>Flyer Enterprises </li></ul><ul><li>University Place </li></ul><ul><li>Brown Street </li></ul>
  10. 12. Recommended Additional Meta Names <ul><li>Meta names can also be changed through out the seasons to accommodate featured promotional events </li></ul><ul><ul><li>August – Students Move in </li></ul></ul><ul><ul><li>October – Parents’ Weekend </li></ul></ul><ul><ul><li>December – Basketball & Christmas </li></ul></ul><ul><ul><li>February – Basketball & March Madness </li></ul></ul><ul><ul><li>April – May Graduation </li></ul></ul><ul><ul><li>June – Reunion Weekend </li></ul></ul>
  11. 13. Top 10 Google Keyword Searches Leading to FlyerSpirit.com
  12. 14. Example of HTML <ul><li><HEAD> <TITLE>Flyer Spirit</TITLE> <META name=&quot;description&quot; content=&quot;Flyer Spirit is an official University of Dayton merchandise provider. The store offers Under Armour apparel, alumni clothing, gifts, and more. Flyer Spirit is a joint venture between the University Bookstore and Flyer Enterprises.&quot;> <META name=&quot;keywords&quot; content=&quot;gear, under armour, UA, pink ribbon merchandise, university of, retail, enterprises, columbia apparel, spirit shop, dayton, UD, alumni, flyers, rudy, greek clothing, flyer spirit, flyerspirit, University of Dayton,University of Dayton Basketball, Dayton Flyers, UD Basketball, UD Bookstore, Rudy Flyer, University of Dayton Alumni, Flyer Enterprises, University Place, Brown Street &quot;> <HEAD> </li></ul>
  13. 15. Google Analytics <ul><li>Can help track website visitation: </li></ul><ul><ul><li>Number of Visits </li></ul></ul><ul><ul><li>Number of Pages per Visit </li></ul></ul><ul><ul><li>Avg. Time on Site </li></ul></ul><ul><ul><li>Percentage of New Visitors </li></ul></ul><ul><ul><li>Bounce Rate </li></ul></ul><ul><ul><li>Etc… </li></ul></ul>
  14. 16. Google Analytics
  15. 17. Google Analytics
  16. 18. Google Analytics
  17. 19. Google Analytics Benefits <ul><li>Free </li></ul><ul><li>Easy to use </li></ul><ul><li>Interactive charts & features </li></ul><ul><li>Flexible </li></ul><ul><li>Multiple users can have access </li></ul><ul><li>Can incorporate Google AdWords into analytics and track effectiveness </li></ul>
  18. 20. Google Analytics <ul><li>Monitor the effectiveness of meta names and search results </li></ul><ul><li>Use information to get to know the customer better </li></ul><ul><li>Follow success of reaching target market </li></ul>

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