Advanced SEO presentation from the eMarketing Techniques Conference, May 2009 at Corporate College

1. Advanced SEO:
Analytics
Matt Bailey
President, SiteLogic
Matt@SiteLogic.com
Twitter: @SiteLogic

2. Unique Visitors

3. Accuracy

4. Visitor Sessions
The number of times visitors view
your website

5. Search Engine
Referrals
Where’s everybody
else??

6. Exit Rate
That site
stinks!

7. Conversion Rate

11. “Web analytics works
best when
measurement
expectations are
clearly defined in
advance, not after the
Eric Peterson fact or on an ad-hoc
basis.”

12. “life without this
sort of
examination is
not worth
Socrates living...”

13. Data
Page Views = 34,000

14. Information
Data + Context
Page Views per visitor = 8

15. Knowledge
Information + Context
Visitors who searched for term :
Who entered at: page :
Session of more than: minutes :
Converted at a rate of: x% :
= Visitor Knowledge

17. Understanding
Knowing what to do

18. YOU
Knowledge
Information
Data

23. 11% - Yellow shirt
9% - Blue shirt
79% - Red shirt

26. 16%

27. Trends affecting Red Shirt “conversions”
- 57.5% Beaming to planet
- 42.5% On-board fights
- 16% when Kirk meets alien women

29. Megapixels Digital Ipod
Camera
Fuji? Sony?
MP3 Flash Drive?
Battery Life Player Cost
Price Gigs

30. • Key Performance Indicators
– Time on Site
– Pages Viewed
– Conversions
– Goals
• Segments
– Blogs
– Links
– Social News
– Search

31. • Overall
• Segmented
–Referring URL
–Search Phrase
–Product Group
–Campaign Type
–Actions and Tendencies
–Returning v. New Visitors

32. Prospecting Segments
Anchor Term: (primary keyword)
• 2.7 minutes average time on site
• 46% of visits less than 20 seconds
• Conversion (sales) Rate: 2.2%
• 52.4% (2,682) enter at the Home Page
(1.8% conversion)
• 34.5% (1,007) enter at topic page
(4.3% conversion)

33. Prospecting Segments
Vacations:
• #3 Ranking
• 600 visitors/mo.
• 0 conversions
Vacation:
• #34 Ranking
• 1800 visitors/mo.
• 2% conversion rate

34. Prospecting Segments
Average searcher:
• 4:23 minutes on site
• 4 pages viewed
• 2 % conversion rate
“Family” term searcher:
• 7:38 minutes on site
• 10.5 pages viewed
• 4 % conversion rate

35. Prospecting Segments
Avinash Kaushik - Excellent Analytics Tip #4

36. Prospecting Segments

37. 3 C’s of Analytics:
1. Context
2. Contrast
3. Comparison

38. Blog
www.SiteLogicMarketing.com/blog

39. Thank You!
Matt Bailey
President, SiteLogic
Matt@SiteLogic.com
www.SiteLogic.com