SEO, Keywords and Google Analytics
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What it SEO, how does web searching work, why are keywords so crucial (and how to optimize them), how to harness Google Analytics to master your campaign; plus- QR Codes, building a trackable URL, Google Trends, AdWords and more!
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SEO, Keywords and Google Analytics
- 1. SEO, Keywords and Google Analytics 09 July 2013 • #UNHCS13 Neil Larson, Technical Lead, New & Emerging Media
- 3. How will they find you? Hyperlinks Other site Social media Email or IM QR codes, texts Typing in a URL • Short • No extraneous characters • Real words with meaning • Character clarity Web Search Google or Bing SERP snippet is your calling card…
- 4. How will people get to you? Following a hyperlink • Other site • Social media • Email or IM • QR code or SMS
- 5. It All Begins with a Search it will probably be:
- 6. …but don’t bank on it!
- 7. The Science of Search
- 8. The Science of Search
- 9. The Science of Search Relevance site content | URL | semantics Authority markup | trustworthiness | page-links
- 10. The Science of Search Keyword Resources •Google Ad Words •Google Trends •Webmaster Tools (Google / Bing) •Google Analytics •MOZ
- 11. The Science of Search Keyword Stuffing
- 12. The Science of Search Frequency How often is it searched for? Relevance How specific is the search? Competition How many others are using your keywords?
- 13. The Science of Search
- 14. Search Engine Results Page Paid Ads Paid Ads
- 15. SERP Snippet Page Title (meta) URL Description (meta)
- 16. SERP Snippet Page Title (Meta Tag) • Include the name of your site, not just the specific topic. • Use Vertical Bar to separate entities • Approximately 65 characters
- 17. SERP Snippet Page Title (Meta Tag) Drupal users take note if changing your title… Your URL alias may change as well. If you have already shared the link through social media or otherwise, uncheck the ‘automatic alias’ box so that your URL can remain the same.
- 18. Webpage URL • Concise but relevant • Consider using keywords or phrases • Separate words with hyphens • Use real or recognizeable words, keep abbreviations to a minimum • Tildes (~) denote amateur websites SERP Snippet
- 19. Bad URLs Since spaces can’t exist in URLs, this may cause some confusion. Most people are used to deciphering strings of text Avoid tilde characters and try to get around using “weighty” words like ‘adult’ in your URL. Link shortener services like bit.ly are great, but especially for print situations, be sure to customize them with real words. In this case the last two characters are unclear. After two failed attempts to type in a URL, most users will give up & move on…
- 20. Bad URLs come on, really…?
- 21. Description SERP Snippet • 150 – 160 characters; think of this with a Tweet-composing mentality. • In other words, be compelling. • If description field is non-existent, search engines will grab either the first text that appears on your site, or possibly some arbitrary text instead, which might not have a lot of relevance to your site! • Drupal users: check in with Web Solutions for a way to optimize your meta descriptions
- 22. Preview your SERP snippets!
- 23. SEO Strategy • Headers • <h1> and <h2> tags • Body text • <p> element / <em> and <strong> • Images • <img> ‘alt’ meta tags • Navigation • Organized and consistent • Page Speed • Image size, extraneous scripts, etc
- 24. Why is the Site Slow? Y-Slow yslow.com Google Page Speed developers.google.com/speed/pagespeed/
- 25. Who’s Linking to You? Open Site Explorer: www.opensiteexplorer.org
- 26. Finding Keywords Google AdWords: www.google.com/adwords
- 27. What’s Hip & Trending Google Trends: www.google.com/trends/
- 28. Google Analytics
- 29. Google Analytics Concepts Pageviews vs. Unique Pageviews A pageview is tallied when a page is loaded. For example, if you click a link and the page loads, you’ve triggered a page view. If you click that link 10 more times, there will be 10 more page views. Same thing if you refresh the site or navigate back to the site from a different page, page views are continuously tallied. Unique pageviews are tallies of page views that are generated by the same user during the same session. A session is visits within a period of 30 minutes or more. Future activity is attributed to a new session. Users that leave your site and return within 30 minutes are counted as part of the original session. A unique page view represents the number of sessions during which that page was viewed one or more times.
- 30. Google Analytics Concepts Visits vs. Visitors Analytics measures both visits and visitors in your account. Visits represent the number of individual sessions initiated by all the visitors to your site. The initial session by a user during any given date range is considered to be an additional visit and an additional visitor. Any future sessions from the same user during the selected time period are counted as additional visits, but not as additional visitors. Unique Visitors A unique visitor is an individual user who has accessed your site. It is determined by the IP address of the computer or device that the user is browsing from, combined with a cookie on the browser they are using. No matter of how many visits a visitor makes, if he is on the same device and same browser, only one unique visitor is counted. For example, if you visit a link once today, you will be counted as a unique visitor. If you come back to that site 10 more times today, you are still counted as one unique visitor. If you visit the site from another computer or device (or another browser) it will count you as a new visitor.
- 31. Google Analytics Other Terms Entrances The number of visits to your website that occurred on that particular page. Bounce Rate The percentage of people who entered your site on that page, didn’t navigate anywhere else & then left – or “bounced”. % Exit The percentage of people who exited from your site on this page and didn’t return (for at least 30 minutes)
- 32. Google Analytics Find keywords that organically brought people to your site Traffic Sources > Overview > Sources > Search > Organic
- 33. Google Analytics Reporting: create pie charts! Traffic Sources > Overview > Sources > Search > Organic
- 34. Google URL Builder Create trackable URLs for campaigns Example URL: http://www.unh.edu/admissions/visit- campus/?utm_source=email&utm_medium= referral&utm_campaign=search Parameters used: utm_source=email utm_medium=referral utm_campaign=search (UTM stands for Urchin Tracking Module) More info here!
- 35. Tracking QR Codes 1) Create trackable URL using URL Builder 2) Create QR code using Kaywa 3) Check Analytics to see campaign activity
Editor's Notes
- There is always a personal touchMost users are by themselvesWhat connects us to our users when it feels like such an independent ventureSense of familiarity, do we want to go deeper?
- Relevance(need keyword example)* evaluation of content* structure of the URL* semantic relevance / disambiguation (“bark”)Authority* is the website trusted* frequency of pagelinks / sites linking to you = vote of trust from a trusted site* “weighted democracy”
- not necessarily a word- could be a phrase* something you want people to search for, have your site listed, and have it clicked * formal keyword research = foundation of SEO* FREQUENCY / RELEVANCE / COMPETITION
- Frequency / Volume >> how often is it searched for?Relevance >> how specific is the search & how closely does it match what you offerCompetition >> how many other sites are competing with the same optimized keywords* longtail keywords much less competitive, highly relevant, but low-ish volume* use AdWords and Trends services* evaluate keyword in the CPC market
- Results* first opportunity to attract audience. even if your site isn’t listed at the top of the pack, users eyes will scan your site title, URL structure and description & make a judgment call based on those factors* paid ads vs. organic listings(adwords / adcenter) >> advertisers bid on placement* blended results (mixed media)* social results based on favorites of others
- Benefits both the user and the search engines
- Changes don’t happen immediately. Google & other engines take some time…
- Changes don’t happen immediately. Google & other engines take some time…
- anyone with a UNH site is in pretty good shape, server-wise. however, if you aren’t taking certain elements into consideration, you’re risking losing your audience due to lag time. especially goes for mobile or tablet users, anyone harnessing a wireless data (3G, 4G) connection. if you think your site is slow, consider some resources to help you make your site faster.
- Screenshot of main page
- Screenshot of main page
- Screenshot of main page
- Screenshot of main page
- Screenshot of main page
- Page View vs. Unique Page ViewA page view is triggered when a page is loaded. For example, if you click a link and the page loads, you’ve triggered a page view. If you click that link 10 more times, there will be 10 more page views. Same thing if you refresh the site or navigate back to the site from a different page, page views are continuously tallied.A unique pageview, as seen in the Content Overview report, aggregates page views that are generated by the same user during the same session. What’s a session? If a user is inactive on your site for 30 minutes or more, any future activity is attributed to a new session. Users that leave your site and return within 30 minutes are counted as part of the original session.A unique page view represents the number of sessions during which that page was viewed one or more times.Visits vs. VisitorsAnalytics measures both visits and visitors in your account. Visits represent the number of individual sessions initiated by all the visitors to your site.The initial session by a user during any given date range is considered to be an additional visit and an additional visitor. Any future sessions from the same user during the selected time period are counted as additional visits, but not as additional visitors.WHAT IS A UNIQUE VISITOR?A unique visitor is an individual user who has accessed your site. It is determined by the IP address of the computer or device that the user is browsing from, combined with a cookie on the browser they are using. No matter of how many visits a visitor makes, if he is on the same device and same browser, only one unique visitor is counted. For example, if you visit this link once today, you will be counted as a unique visitor. If you come back to this site 20 more times today, you are still counted as one unique visitor. If you visit the site from another computer or device (or another browser) it will count as a new visitor.
- Page View vs. Unique Page ViewA page view is triggered when a page is loaded. For example, if you click a link and the page loads, you’ve triggered a page view. If you click that link 10 more times, there will be 10 more page views. Same thing if you refresh the site or navigate back to the site from a different page, page views are continuously tallied.A unique pageview, as seen in the Content Overview report, aggregates page views that are generated by the same user during the same session. What’s a session? If a user is inactive on your site for 30 minutes or more, any future activity is attributed to a new session. Users that leave your site and return within 30 minutes are counted as part of the original session.A unique page view represents the number of sessions during which that page was viewed one or more times.Visits vs. VisitorsAnalytics measures both visits and visitors in your account. Visits represent the number of individual sessions initiated by all the visitors to your site.The initial session by a user during any given date range is considered to be an additional visit and an additional visitor. Any future sessions from the same user during the selected time period are counted as additional visits, but not as additional visitors.WHAT IS A UNIQUE VISITOR?A unique visitor is an individual user who has accessed your site. It is determined by the IP address of the computer or device that the user is browsing from, combined with a cookie on the browser they are using. No matter of how many visits a visitor makes, if he is on the same device and same browser, only one unique visitor is counted. For example, if you visit this link once today, you will be counted as a unique visitor. If you come back to this site 20 more times today, you are still counted as one unique visitor. If you visit the site from another computer or device (or another browser) it will count as a new visitor.
- Traffic / Overview / Sources / Search / Organic2nd dimension: traffic / landing page
- Traffic / Overview / Sources / Search / Organic2nd dimension: traffic / landing page