1. SEO & Analytics
Leveraging the power of analytics to fuel your
SEO strategy
Joanne Casey

2. This is how most people react
when I say the word analytics…

3. And this is how they feel when
they realise its not as scary as
they thought…

4. Good web analytics is like a smartphone…once
you see how beneficial itreact you you’ll never
This is how most people is to on
go back to whatanalytics before!
the mention of you had

5. Data is Powering the Digital Age
5. Yields
growth
4. Brings accountability
3. Drives confidence
2. Fuels realisation
1. Data aids understanding

6. Breaking down the barriers

7. Google Analytics
78%
of Irish
sites use
Google
Analytics

8. Know what your site objectives are
2 1 3

9. 1. Inform your
Keyword Research
(Don’t just stick to using the Google Keyword Tool)

10. Investigate what keywords are
working well in PPC

11. Investigate the Match Search
Query for PPC keywords

12. Use Google Insights for Search

13. Users driven by offline

14. 2. Get the Full Story with
Webmaster Tools
Integration

15. How often is your listing
appearing and what’s the CTR?

16. 3. Advise your
Meta Data Writing

17. Use PPC ad CTR to Incorporate best
Ad messages in Metadata

18. 4. Advise your
Content Strategy

19. Which current organically listed pages
have a high bounce rate?

20. What keywords are pages currently
ranking against?

21. 5. Guide your
Linking Strategy

22. Investigate Inbound links and
optimise them for better visibility
and user experience

23. 6. Test your site against
Speedy Gonzales

24. Check Page Loading Times Per Page

25. 7. Get the Full Story with
Attribution

26. Data powers in-channel attribution
Last
Interaction
Assist
Interactions
First
Interaction

27. How did Organic Search contribute to
sales or conversions?

28. 8. Use Appropriate
Measurements of
Success

29. Don’t just focus on position

30. Investigate the incremental
traffic from SEO listings…
…Month-on-Month
or Week-on-Week

31. And as a result, the increase in
Goals or Ecommerce Transactions
…Month-on-Month
or Week-on-Week

32. + Investigate increase in # of organic
keywords used to get to the site

33. SEO Tactics don’t work in a silo
UX
Keyword
Research
Copy
Content
Development
Analytics Data
Design
Technical
Optimisation
Link Tech
Development
Reporting &
PPC
Analysis

34. To sum it up…
In the absence of good analytics…
People concentrate on:
The Process

35. In the presence of good analytics…
People concentrate on:
Reaping Actionable Insights to inform
their strategy…

36. …and fuel continuous change to the
process through testing

37. So to sum up:
• Embrace your web analytics data
• Reap Actionable insights from the data and
use it to empower your SEO strategy
• Set SEO success measurements based on
incremental traffic/goals/sales
• Watch your ROI flourish

38. Thank you!
Email: contact@glowmetrics.com
Twitter: @joannecasey
LinkedIn: http://ie.linkedin.com/in/joanneellencasey