Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

3

Share

Take Control of Your Website for PR Pros! PRSA Southeast District Conference


Is your PR expertise being trumped by marketing specialists? You can regain control of your website by becoming skilled in the basics of website analytics and SEO. With this knowledge, you will have more control over your website strategy. This session covers how to use web analytics to analyze your current performance, what benchmarks you should use, and which statistics you should focus on. You’ll learn how to research and identify your target audience and to discover what search terms they use to find you. You’ll get a basic introduction to SEO, with understandable explanations of how search engines work.

Related Books

Free with a 30 day trial from Scribd

See all

Take Control of Your Website for PR Pros! PRSA Southeast District Conference

  1. Take Control of Your Website Lessons in Website Management for PR ProsCaitlin KaluzaMarketing/Communications ManagerSchipul – The Web Marketing Company@qcait | slideshare.net/qcait Photo credit: flickr.com/photos/38168573@N00/68843954
  2. About Caitlin
  3. Case Studies Pages Portfolio Schipul.com Staff Bios Blog.schipul.com Photos TheSEMBlog.com Articles Blog Posts Press Releases VideosTendenci.com Contact FormsBlog.Tendenci.comTendenci.org
  4. Your Website. It’s Alive! …but not scary Photo credit: flickr.com/photos/bagaball/6957682511
  5. What We’ll Cover1. Search Engine Fundamentals2. Analytics – What Matters?3. SEO Content Strategy Photo Credit: flickr.com/photos/andrewbain/2422471153
  6. What you need to knowSEARCH ENGINE MARKETINGBASICS Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
  7. How Does a Search Engine Work? Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
  8. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  9. Search EnginesAre Deaf & Blind Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  10. Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
  11. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  12. Search Engine Relationships bruceclay.com/serc.htm Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
  13. What Do Search Engines Look For?• Readable Text• Fresh, unique content• Good site architecture• Unique meta info• Relevant inbound links bruceclay.com/seo-hierarchy-of-needs.htm Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
  14. Write great content +SEO = Use your keywords where they make sense Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
  15. Penguin &Panda: Not Just Cute Animals! Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
  16. Content is KingPhoto credit: flickr.com/photos/wrumsby/45536989
  17. MAKING SENSE OF ANALYTICS Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
  18. Definitions• Visits # of instances of a visit• Pageviews Total views of all pages• Bounce Rate People who landed on one page & left without clicking anywhere• New Visits Based on a cookie in your browser Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
  19. Top 5 Metrics That Matter1. Visit Trends Month vs month AND year vs year2. Engagement Trends Pages/visit & Time on site3. Top Traffic Sources Search Engines vs. Referring Sites Look at Social Media referrers4. Top Keywords Branded vs. Non-branded5. Top Content Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
  20. Bonus! Geography & Mobile• Are you hitting the geography you expect?• Schipul B2B clients mobile about 7-9% Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
  21. Set Up Goals• i.e. Fill Out Contact Form• Admin > Goals > Add confirmation page URL• View Conversion Rates for any report Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
  22. Analytics Resources• Google Help - support.google.com/analytics• Lynda.com• More presentations! – Intro to Analyticsbit.ly/introanalytics – Intermediate bit.ly/moreanalytics Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
  23. CRAFTING YOURCONTENT STRATEGY
  24. How is Your Content Doing Now? Keyword Density Analyzer schipul.com/sem-toolsYou should seeyour brand name,your top keywordphrase, & yourgeography Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
  25. What Words Should you Focus On?Make a list of top keywordsUse Google keyword tool to analyze competition vs. demand Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
  26. The number one thing you can do to improve your SEO is:ADD NEW RELEVANT CONTENTREGULARLY
  27. BrainstormContent• What is the goal of your website?• What keywords are sticking?• What holes are missing?• What local content can you provide? Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
  28. Think About Types of Content• Your top blog post could make a great video or whitepaper• Video can reach past your site• Incorporate Photos, • 3 Billion videos viewed on Articles, Press YouTube per day Releases, Blog Posts, • Videos get a 40% Percent Case Studies, higher CTR in Search Results Slideshare presentations Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
  29. Think About Link Bait“Cool Stuff” Gets Link Backs • Top 10 Ways to… • Hot Topics/In the News • Infographics • How To/FAQs • Talk about others (good Karma!) Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
  30. Create an Editorial Calendar• Consistency is more important than Quantity• Have one person own it but delegate• Have a Sharing Strategy – share on Facebook, Twitter, LinkedIn, Google+, Pinterest, etc. Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
  31. Action Items• Come Up With a List of Content Goals, Focus on 1 Per Month – Get found more for a certain key phrase – Support the sales team or support team or current clients – Update out of date content• Set up Analytics – Set up at least one Goal – Look at Stats Monthly, Have them Emailed to You• Link & Share Your New Content Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
  32. CAITLIN KALUZASLIDESHARE.NET/QCAIT@QCAIT Photo Credit: flickr.com/photos/fuzzy/1438386401
  • wprasit

    Sep. 27, 2012
  • cartercole

    Sep. 24, 2012
  • anhhuynh2525

    Sep. 21, 2012

Is your PR expertise being trumped by marketing specialists? You can regain control of your website by becoming skilled in the basics of website analytics and SEO. With this knowledge, you will have more control over your website strategy. This session covers how to use web analytics to analyze your current performance, what benchmarks you should use, and which statistics you should focus on. You’ll learn how to research and identify your target audience and to discover what search terms they use to find you. You’ll get a basic introduction to SEO, with understandable explanations of how search engines work.

Views

Total views

8,248

On Slideshare

0

From embeds

0

Number of embeds

741

Actions

Downloads

0

Shares

0

Comments

0

Likes

3

×