PerkinElmer / Apogee Results presentation at 2010 Marketing Profs B2B Forum in Boston. Presentation by Steve Viglione, Web Analyst at PerkinElmer, and Chris Warwick, VP of Marketing at Apogee Results.
Botify commissioned Forrester Consulting to conduct a Total Economic Impact™ (TEI) study to examine the potential return on investment enterprise companies can experience by using the Botify platform.
PDX Design Research Group - Google Analytics for UX prosLars von Sneidern
- The client thinks the products section is hard to find products and learn about them
- Analytics showed very little comparison of products across sections, and only 10% of traffic viewed the products section
- A larger reorganization of content and IA is needed to better support finding products based on user needs rather than hosting models
- Contextual CTAs generated more leads than navigation CTAs, though navigation CTAs performed well on the homepage
- Analytics can help validate hypotheses and recommendations by providing insights into user behavior
This document provides an overview of SEO best practices in 2019 across several topics:
On-site SEO tips include optimizing meta tags, headings, content, images and calls to action. Technical SEO focuses on site structure, fixing errors, improving speed and security. Local search emphasizes optimizing Google Business profiles and getting positive reviews.
Social media integration can help through profile links, shareable content, social proof from followers and content distribution. Link building still values high-quality, relevant links while avoiding low-quality sources. Regular audits and updates are needed to keep up with changing search engine algorithms.
This document contains an agenda for a marketing meeting that includes discussions on paid search, display advertising, user-generated content, search engine optimization, and social media marketing. Some key topics include new innovations in Google AdWords, best practices for Facebook advertising, leveraging user data to improve customer loyalty and advocacy, and conducting an SEO audit to improve organic traffic. The document provides examples and case studies to illustrate strategies across different channels.
Behind the Scenes With Bing Ads - SEWConnect Miami 2016Christi Olson
Is Bing just a search engine? Or has it evolved into something more because of how Microsoft is leveraging big data across products to make our digital lives seamlessly integrated. Let's talk about the bigger picture and the strategy of Bing within Microsoft and its impact to search. Let's dig in with a brief overview of what happened in 2015 along with a tactical look at what you need to know to make the most of the new features. Then let's talk about what you can expect from @Bing and @BingAds in 2016 with a sneak peek at what is coming. Do you have questions? Come ask them.
Do you love your job? The role of employee engagementB2B Marketing
The document discusses the importance of employee engagement, particularly for B2B companies. It notes that engaged employees help realize an organization's vision, are less resistant to change, and identify new opportunities. The role of emotion in engagement is discussed, as well as factors like autonomy, purpose and feeling valued. Gender differences in factors affecting happiness at work are also presented, showing that women place more importance on opportunities for creativity.
Digital marketing involves using online channels and strategies to promote a company's products and services. This includes building trust, growing client base, measuring success through digital campaigns, and providing greater flexibility. Search engine optimization is important as 80-90% of consumers find websites through search engines, with the top results receiving most clicks. SEO involves optimizing on-page and off-page factors to achieve high search rankings. Key factors search engines consider include keywords, links, content quality, and mobile friendliness. Social media marketing uses platforms like Facebook and Twitter to share content and build an online community to promote a brand.
Botify commissioned Forrester Consulting to conduct a Total Economic Impact™ (TEI) study to examine the potential return on investment enterprise companies can experience by using the Botify platform.
PDX Design Research Group - Google Analytics for UX prosLars von Sneidern
- The client thinks the products section is hard to find products and learn about them
- Analytics showed very little comparison of products across sections, and only 10% of traffic viewed the products section
- A larger reorganization of content and IA is needed to better support finding products based on user needs rather than hosting models
- Contextual CTAs generated more leads than navigation CTAs, though navigation CTAs performed well on the homepage
- Analytics can help validate hypotheses and recommendations by providing insights into user behavior
This document provides an overview of SEO best practices in 2019 across several topics:
On-site SEO tips include optimizing meta tags, headings, content, images and calls to action. Technical SEO focuses on site structure, fixing errors, improving speed and security. Local search emphasizes optimizing Google Business profiles and getting positive reviews.
Social media integration can help through profile links, shareable content, social proof from followers and content distribution. Link building still values high-quality, relevant links while avoiding low-quality sources. Regular audits and updates are needed to keep up with changing search engine algorithms.
This document contains an agenda for a marketing meeting that includes discussions on paid search, display advertising, user-generated content, search engine optimization, and social media marketing. Some key topics include new innovations in Google AdWords, best practices for Facebook advertising, leveraging user data to improve customer loyalty and advocacy, and conducting an SEO audit to improve organic traffic. The document provides examples and case studies to illustrate strategies across different channels.
Behind the Scenes With Bing Ads - SEWConnect Miami 2016Christi Olson
Is Bing just a search engine? Or has it evolved into something more because of how Microsoft is leveraging big data across products to make our digital lives seamlessly integrated. Let's talk about the bigger picture and the strategy of Bing within Microsoft and its impact to search. Let's dig in with a brief overview of what happened in 2015 along with a tactical look at what you need to know to make the most of the new features. Then let's talk about what you can expect from @Bing and @BingAds in 2016 with a sneak peek at what is coming. Do you have questions? Come ask them.
Do you love your job? The role of employee engagementB2B Marketing
The document discusses the importance of employee engagement, particularly for B2B companies. It notes that engaged employees help realize an organization's vision, are less resistant to change, and identify new opportunities. The role of emotion in engagement is discussed, as well as factors like autonomy, purpose and feeling valued. Gender differences in factors affecting happiness at work are also presented, showing that women place more importance on opportunities for creativity.
Digital marketing involves using online channels and strategies to promote a company's products and services. This includes building trust, growing client base, measuring success through digital campaigns, and providing greater flexibility. Search engine optimization is important as 80-90% of consumers find websites through search engines, with the top results receiving most clicks. SEO involves optimizing on-page and off-page factors to achieve high search rankings. Key factors search engines consider include keywords, links, content quality, and mobile friendliness. Social media marketing uses platforms like Facebook and Twitter to share content and build an online community to promote a brand.
Algo Updates, Volatility, & How to Roll with the Punches in SEOBotify
If there's one thing SEOs are familiar with, it's change. From BERT to the January 2020 Core Update to COVID-19, we're living in a constant state of flux. In this presentation, we discuss strategies for rolling with the punches and keeping pace in a constantly-changing environment.
gWave Consulting Internet Marketing Presentation: Cornerstone Wealth Mgt Pres...gWave Consulting
The document provides an overview of internet marketing best practices from gWave Consulting. It discusses who gWave is and the services they provide, including pay per click advertising, social media marketing, search engine optimization, and more. It also defines key concepts like search engine marketing and optimization. The document highlights opportunities in marketing to baby boomers online and advantages of search engine marketing over traditional advertising.
This lengthy (150+ slides), but very comprehensive presentation is designed to help experienced SEOs train those new to the practice over a 2-3 hour, interactive session. It covers the search engine landscape, the SEO process, keyword research, link building and the emergence of social media as a ranking signal.
Evelyn Thar, CEO of Amazee Metrics, gave a presentation on search engine optimization (SEO) and how social media influences SEO. The presentation covered the basics of SEO including how search engines work by crawling, indexing, and ranking websites. It discussed important on-site SEO factors like keywords, links, content and technical elements. The presentation also explained how social media signals from platforms like Facebook, Google+, Twitter and Pinterest can impact search engine rankings, even though search engines do not officially recognize social media as ranking factors. It provided recommendations for optimizing social media profiles and content for SEO purposes.
This presentation is from Performance Marketing Summit 2017 (March 14, 2017 in Austin, TX). Session description: For many, Google seems mysterious and complicated, and even corrupt. Join us as shed some light by sharing some surprising facts about Google and how to optimize for it in 2017.
Links As SEO Ranking Factor: Still Very Powerful!Eric Enge
Our in-depth study used advanced statistical analysis to show that links to your site are even more powerfully correlated with ranking than most people think. See the complete study at stonet.co/link-study.
Below are the Techniques that you should be paying attention to increase your site's Organic Traffic as we move into 2021. They're not the only SEO tactics you'll need to be using, but these techniques should form a core part of your strategy. By working to implement each of these, you'll be able to work on improving your Visibility and Traffic.
Visit On:- https://www.samaritaninfotech.com
The document discusses how businesses need to adapt their marketing strategies in 2010 by leveraging various online tools and services. These include optimizing websites for search engines, using social media and video blogging, and implementing analytics to measure performance. It also outlines three online marketing packages that a company offers, ranging from $1,000 to $2,500 per month, to help businesses connect with customers online through an integrated strategy.
The document provides insights from social media data from August to December 2017 for Bayer's Digital Farming initiative. It finds that the initiative had 75% higher engagement per post than benchmarks, making it the second highest performing of eight initiatives. Facebook videos generated the most views and engagement. The recommendations are to incorporate more varied content formats like videos and polls to boost engagement and invest in paid campaigns on Facebook to reach more farmers and professionals as organic reach declines.
The document discusses how social media platforms like Twitter, LinkedIn and Facebook can be used by businesses for marketing purposes. It provides details on setting up accounts, engaging audiences, and strategies like link baiting. Some key highlights include how to use each platform to find leads, build relationships, drive traffic and control online reputation. Time requirements for managing accounts on each channel are also presented.
This document discusses strategies for overcoming common challenges with SEO programs and gaining consistent SEO results. It identifies two primary challenges as organizational challenges around investment and alignment across teams, and executional challenges around predictability and prioritization. It advocates taking a user-centric approach to content and integrating the full user journey. The document also compares different SEO tools and highlights how the ALPS tool drives precision by analyzing, simulating, and predicting ranks. It provides guidance on developing short and long-term SEO strategies, including identifying opportunities, prioritizing efforts, and creating implementation plans focused on pages, authority, and technical improvements.
Search engine optimization is a hot topic in the digital marketing spaceseohounddog01
This document provides tips for effective search engine optimization. It recommends determining tactics that provide the greatest returns within search engine guidelines, and avoiding black-hat techniques that could result in penalties. Some tips include using Google's autofill feature for content ideas, taking a strategic approach to keyword research, responding to algorithm changes, optimizing page speed and formatting for usability, earning natural links rather than buying them, checking for and fixing broken links, focusing on fresh engaging content, and incorporating social media into marketing strategies. The overall message is that following best practices can enhance rankings and provide a better user experience.
This document provides a summary of search engine optimization (SEO), social media optimization (SMO), and pay-per-click (PPC) services. It outlines the specific on-page and off-page SEO activities that will be performed, such as keyword research, meta tag creation, link building, and reporting. It also describes the proposed SMO activities on platforms like Facebook, Twitter, YouTube, and Pinterest. Finally, it discusses the PPC campaign methodology, including keyword targeting, ad creation, and bid management.
The document discusses strategies for utilizing social channels to leverage SEO links. It recommends deciding on relevant content to publish based on current activities, market research, and brainstorming. Content should then be promoted through outreach and social media. Any social SEO efforts should be integrated with the company's overall marketing strategy and create value for users, rather than just focusing on followers. Competitor analysis on highly shared content may provide better insights than their raw links. The document also provides examples of how specific companies, like Vue Cinemas, have successfully implemented social SEO strategies.
This presentation should give all Website Owners, Brand Marketers an overview about long term SEO strategies and why is it important to think about SEO and a illustration in case of a Life Cycle to push the SEO Roadmap to know: what is to do whats coming next and have we all SEO actions addressed.
The document analyzes the digital marketing strategy of ATC, an event tent company. It finds that while the website and social media presence have grown, engagement remains low. It provides recommendations on improving content strategy across platforms to drive higher traffic and lead conversion. It also identifies issues with the analytics tracking of search campaigns and paid directories that need fixing for accurate evaluation. Overall, the analysis seeks to optimize ATC's digital strategy through improved content, monitoring of effective tactics, and integration of platforms.
This document discusses using analytics to optimize landing pages. It covers gathering information to improve websites, tying metrics to business goals, testing page variations, and landing page best practices. It recommends starting with business goals, key metrics like visitors and conversions, and conversion tracking. It also discusses multivariate testing of landing pages using tools like Google Website Optimizer, and provides free analytics resources.
Google Analytics: Overview & Key Metrics for Schools and CampsOur Kids Media
A step-by-step tour through Google Analytics, simplifying some of its complexity, and offering tips to make sure you are optimizing the numbers that matter to you.
This document discusses key elements of online marketing including search engine optimization, paid search, and social media. It provides an overview of objectives like generating leads and engaging customers. Search marketing is powerful because most users only click results on the first page. Elements of SEO include on-page optimization, link building, and using tools like Google Analytics. Paid search allows targeting keywords and driving traffic. The document emphasizes the importance of consistency across online marketing strategies and measuring success with tools like Google Analytics. It provides resources for further education on leveraging websites, SEO, social media, and measurement.
Algo Updates, Volatility, & How to Roll with the Punches in SEOBotify
If there's one thing SEOs are familiar with, it's change. From BERT to the January 2020 Core Update to COVID-19, we're living in a constant state of flux. In this presentation, we discuss strategies for rolling with the punches and keeping pace in a constantly-changing environment.
gWave Consulting Internet Marketing Presentation: Cornerstone Wealth Mgt Pres...gWave Consulting
The document provides an overview of internet marketing best practices from gWave Consulting. It discusses who gWave is and the services they provide, including pay per click advertising, social media marketing, search engine optimization, and more. It also defines key concepts like search engine marketing and optimization. The document highlights opportunities in marketing to baby boomers online and advantages of search engine marketing over traditional advertising.
This lengthy (150+ slides), but very comprehensive presentation is designed to help experienced SEOs train those new to the practice over a 2-3 hour, interactive session. It covers the search engine landscape, the SEO process, keyword research, link building and the emergence of social media as a ranking signal.
Evelyn Thar, CEO of Amazee Metrics, gave a presentation on search engine optimization (SEO) and how social media influences SEO. The presentation covered the basics of SEO including how search engines work by crawling, indexing, and ranking websites. It discussed important on-site SEO factors like keywords, links, content and technical elements. The presentation also explained how social media signals from platforms like Facebook, Google+, Twitter and Pinterest can impact search engine rankings, even though search engines do not officially recognize social media as ranking factors. It provided recommendations for optimizing social media profiles and content for SEO purposes.
This presentation is from Performance Marketing Summit 2017 (March 14, 2017 in Austin, TX). Session description: For many, Google seems mysterious and complicated, and even corrupt. Join us as shed some light by sharing some surprising facts about Google and how to optimize for it in 2017.
Links As SEO Ranking Factor: Still Very Powerful!Eric Enge
Our in-depth study used advanced statistical analysis to show that links to your site are even more powerfully correlated with ranking than most people think. See the complete study at stonet.co/link-study.
Below are the Techniques that you should be paying attention to increase your site's Organic Traffic as we move into 2021. They're not the only SEO tactics you'll need to be using, but these techniques should form a core part of your strategy. By working to implement each of these, you'll be able to work on improving your Visibility and Traffic.
Visit On:- https://www.samaritaninfotech.com
The document discusses how businesses need to adapt their marketing strategies in 2010 by leveraging various online tools and services. These include optimizing websites for search engines, using social media and video blogging, and implementing analytics to measure performance. It also outlines three online marketing packages that a company offers, ranging from $1,000 to $2,500 per month, to help businesses connect with customers online through an integrated strategy.
The document provides insights from social media data from August to December 2017 for Bayer's Digital Farming initiative. It finds that the initiative had 75% higher engagement per post than benchmarks, making it the second highest performing of eight initiatives. Facebook videos generated the most views and engagement. The recommendations are to incorporate more varied content formats like videos and polls to boost engagement and invest in paid campaigns on Facebook to reach more farmers and professionals as organic reach declines.
The document discusses how social media platforms like Twitter, LinkedIn and Facebook can be used by businesses for marketing purposes. It provides details on setting up accounts, engaging audiences, and strategies like link baiting. Some key highlights include how to use each platform to find leads, build relationships, drive traffic and control online reputation. Time requirements for managing accounts on each channel are also presented.
This document discusses strategies for overcoming common challenges with SEO programs and gaining consistent SEO results. It identifies two primary challenges as organizational challenges around investment and alignment across teams, and executional challenges around predictability and prioritization. It advocates taking a user-centric approach to content and integrating the full user journey. The document also compares different SEO tools and highlights how the ALPS tool drives precision by analyzing, simulating, and predicting ranks. It provides guidance on developing short and long-term SEO strategies, including identifying opportunities, prioritizing efforts, and creating implementation plans focused on pages, authority, and technical improvements.
Search engine optimization is a hot topic in the digital marketing spaceseohounddog01
This document provides tips for effective search engine optimization. It recommends determining tactics that provide the greatest returns within search engine guidelines, and avoiding black-hat techniques that could result in penalties. Some tips include using Google's autofill feature for content ideas, taking a strategic approach to keyword research, responding to algorithm changes, optimizing page speed and formatting for usability, earning natural links rather than buying them, checking for and fixing broken links, focusing on fresh engaging content, and incorporating social media into marketing strategies. The overall message is that following best practices can enhance rankings and provide a better user experience.
This document provides a summary of search engine optimization (SEO), social media optimization (SMO), and pay-per-click (PPC) services. It outlines the specific on-page and off-page SEO activities that will be performed, such as keyword research, meta tag creation, link building, and reporting. It also describes the proposed SMO activities on platforms like Facebook, Twitter, YouTube, and Pinterest. Finally, it discusses the PPC campaign methodology, including keyword targeting, ad creation, and bid management.
The document discusses strategies for utilizing social channels to leverage SEO links. It recommends deciding on relevant content to publish based on current activities, market research, and brainstorming. Content should then be promoted through outreach and social media. Any social SEO efforts should be integrated with the company's overall marketing strategy and create value for users, rather than just focusing on followers. Competitor analysis on highly shared content may provide better insights than their raw links. The document also provides examples of how specific companies, like Vue Cinemas, have successfully implemented social SEO strategies.
This presentation should give all Website Owners, Brand Marketers an overview about long term SEO strategies and why is it important to think about SEO and a illustration in case of a Life Cycle to push the SEO Roadmap to know: what is to do whats coming next and have we all SEO actions addressed.
The document analyzes the digital marketing strategy of ATC, an event tent company. It finds that while the website and social media presence have grown, engagement remains low. It provides recommendations on improving content strategy across platforms to drive higher traffic and lead conversion. It also identifies issues with the analytics tracking of search campaigns and paid directories that need fixing for accurate evaluation. Overall, the analysis seeks to optimize ATC's digital strategy through improved content, monitoring of effective tactics, and integration of platforms.
This document discusses using analytics to optimize landing pages. It covers gathering information to improve websites, tying metrics to business goals, testing page variations, and landing page best practices. It recommends starting with business goals, key metrics like visitors and conversions, and conversion tracking. It also discusses multivariate testing of landing pages using tools like Google Website Optimizer, and provides free analytics resources.
Google Analytics: Overview & Key Metrics for Schools and CampsOur Kids Media
A step-by-step tour through Google Analytics, simplifying some of its complexity, and offering tips to make sure you are optimizing the numbers that matter to you.
This document discusses key elements of online marketing including search engine optimization, paid search, and social media. It provides an overview of objectives like generating leads and engaging customers. Search marketing is powerful because most users only click results on the first page. Elements of SEO include on-page optimization, link building, and using tools like Google Analytics. Paid search allows targeting keywords and driving traffic. The document emphasizes the importance of consistency across online marketing strategies and measuring success with tools like Google Analytics. It provides resources for further education on leveraging websites, SEO, social media, and measurement.
The document outlines 10 steps for online success presented by Mike Rosenberg. The steps include assessing opportunities, researching keywords, establishing metrics, analyzing competition, creating a marketing strategy, writing great content, tracking performance, testing and optimizing, staying educated, and repeating the process. Case studies are provided on keyword research driving mix, paid search campaigns for Liftopia, and a social media strategy for an OMSI event that increased sales and attendance.
This document outlines 10 steps to online marketing success. It begins by advising businesses to assess their opportunities by researching metrics like current traffic and conversion rates. It then discusses developing a comprehensive online strategy including search engine optimization, paid search, social media, and content marketing. Each tactic is explained in detail with examples. It emphasizes regularly tracking performance, testing optimizations, and continuing education to improve over time. The 10 steps are presented as an ongoing cycle to achieve online success.
Widemile and Microsoft Multivariate Testing Case StudyWidemile
A joint presentation at DMDays09 New York, showcasing a case study between Widemile and Microsoft Office Live Small Business, which through Widemile's multivariate testing platform improved Microsoft's online conversions by 40%.
This document summarizes an SEO workshop that covers the basics of search engine optimization. It discusses what SEO is, what it can and cannot guarantee for a website. Key aspects of how search engines work are explained. The workshop then outlines the steps involved in managing an SEO project, including setting business objectives and search goals, doing keyword research, benchmarking the current site, optimizing pages on the site, building links, and ongoing reporting. Regular review and assignment of tasks are emphasized for long-term SEO success.
This document provides an overview of search engine optimization (SEO) best practices. It discusses key SEO concepts like the three pillars of SEO - technical, content, and off-page factors. It also covers SEO strategy, analyzing traffic using Google Analytics, and tips for optimizing content and site structure. The goal of SEO is to influence search engines to rank websites higher in organic search results by improving both on-site and off-site elements related to user experience, content quality, and backlinks. Regular analysis of traffic and optimization is important to continuously improve SEO performance.
This session promises to provide a professional game-plan that can be implemented by business of all sizes to dramatically enhance their online presence, increase conversion rates, and directly connect with target audiences through search engines, emerging social networks and online communities.
From research, to strategy and execution this informative and actionable presentation will provide a road map for success with specific case studies along the way.
Analytics that Matter: Metrics that Drive SEO EngagementKirill Kronrod
This document discusses metrics and reporting for SEO engagement. It provides examples of how an SEO manager at Adobe analyzes data to identify opportunities, develops strategies in collaboration with teams, measures impact, and reports findings. The SEO manager works to align SEO with business goals by optimizing content, addressing technical issues like 404 errors, localizing content for different regions, and leveraging tools from Adobe and other platforms to track KPIs and site performance. Regular reporting is used to showcase impact, get stakeholder buy-in, and guide future optimization efforts.
5 Relevancy Strategies to Break Through and Engage: Search, Display, SocialPerformics
Performics Q3 Webinar: Learn how to leverage relevancy to boost digital performance: analytics, channel integration, copy/landing page test & learn, Panda 4.0 & search retargeting.
This session will present a survey of advanced web analytics that will provide deeper insights into whether a strategy is working, and how to create the infrastructure to glean those insights.
Gary Angel is President and CTO of one of the leading web analytics firms in the United States. Their practice focuses on Fortune 500 companies and global enterprises.
The document outlines a search engine optimization plan for Great American Power to improve its organic search rankings. The plan focuses on best SEO practices like on-site optimization, link building, monitoring rankings. It recommends redesigning the website with SEO in mind, and incorporating social media like blogs, Facebook, and Twitter. The 3 phase plan includes strategic redesign, SEO implementation, and ongoing optimization through content updates and monitoring.
Danny Ng - Analytics 101 SMX Boot Camp 2011Danny Ng
Danny Ng presents an overview of web analytics. He discusses what web analytics is and how it works, popular analytics packages and their costs, factors to consider when choosing a package, key metrics to measure, and examples of analyzing data to identify opportunities and measure ROI. The presentation provides guidance on setting objectives and KPIs to make data-driven decisions and continuously refine analytics efforts.
The document provides recommendations for search engine optimization and online marketing for Berkshire Grain. It discusses optimizing Berkshire Grain's website and content for organic search engine results as well as paid search advertising campaigns. Specific recommendations include optimizing website code, content, internal and external links; setting up search engine advertising campaigns and optimizing landing pages; and conducting ongoing analysis and optimization of both organic and paid search strategies. It also recommends next steps such as keyword selection, choosing advertising platforms, and potential website redesign if limitations of the current Google Sites platform cannot be addressed.
This document outlines digital marketing solutions for boosting an organization's search engine optimization and website traffic. It identifies key goals of bringing more qualified visitors to the website and converting them into paying clients. Barriers like existing competition and lack of brand awareness are also noted. The proposed solutions include updating website content, removing barriers to search engines, establishing metrics to measure success, optimizing directory listings and links, running geo-targeted paid search campaigns, and leveraging social media. The plan aims to drive both organic and paid traffic sources over time.
Introduction To Search Engine OptimizationSherazFaisal3
Web sites, which index and class other web sites according to their keywords, explanations and contents and make it easier and
faster to reach obtained site-search results, are called as search engines.
SEO “Search Engine Optimization” is the one of the widely used technique that provides web sites fast reachable. In this work
we explained required information to make a web site more indexed by search engines and considering their keywords make
them first listed. Search engine is some kind of software, which collects data about web sites. At this point, the collected data
includes the web site URL, some keywords or keyword groups that define the content of the web site, the code
structure that forms the web page and also links provided on the web site. The related collected data is indexed and
stored on a database. All of these operations are performed by the search engine software (crawler, spider,
bot).Search engines use special programs, which are named as spider or bot. These programs move by using
hyperlink structure of the Web. They navigate through web pages periodically and capture changes that have been
made since last navigation (Spiders / Crawlers). Data obtained by the related programs are stored in a very wide
database system. This database is called as the index of the search engine. On the other hand, the performed
operation is called as “indexing”. When users perform a query in order to get some data or information, the related
querry is transferred to the search engine index and results are shown to users(querry). Essential competition factor
among search engines is appeared during “relevant result showing, sorting” process. After determining the related
pages with the performed querry, they must be shown to users in a sorted list structure. At this point, search engine
algorithms take an important role and they try to show the most relevant results for users (øyiler, 2009).Briefly,
searching robots collect data about each URL and store the collected data in a database. When a user connects to the
search engine for a search session, references in the related database are evalauted and obtained results are returned
back to user(Atay and others, 2010)
Managing a campaign with SEO & PPC? Learn integrated campaign strategies to boost ROI across campaigns.
Presented by Mariel Martinez & Ashley McAlpin in March 2015.
Integrating web analytics into information architecture and user-centered designHallie Wilfert
The document discusses integrating web analytics into information architecture and user-centered design. It defines web analytics and explains why it is important for information architects. It provides steps to implement a web analytics program, including checking analytics reports for accuracy, prioritizing metrics to analyze like visits, page views, site navigation, and keywords. The document emphasizes using web analytics to understand user behavior and identify areas for improvement, in order to better meet users' and business goals.
Uncovering Mysteries in Web Analytics and Improving Conversion
1. Using Web Analytics to Uncover Mysteries and Improve Conversion Chris Warwick, VP Marketing, Apogee Results Hans Keil, Director of E-Business, PerkinElmer Steve Viglione, Web Analyst, PerkinElmer 5/4/2010 1
2. Apogee Results PerkinElmer Online marketing services firm focusing on Paid search management Search engine optimization Social media Reputation management Website conversion Human Health Leader Environmental Health Leader 5 Business Divisions 8500 employees Operations in 150 countries 2009 Revenue - $1.8B 5/4/2010 2
3. Today’s Mysteries Improve goal conversions using web analytics Reporting: Find the bottom line Data mining for SEM/SEO opportunities SEO analytics PPC analytics Diagnosing common site problems and errors using web analytics Finding trends for increased conversion Looking outside traditional web analytics to improve conversion 5/4/2010 3
4. Using Web Analytics to Improve Conversion 4 Steps to improving conversion 5/4/2010 4
5. Step 1: Set clearly defined goals Identify the primary purpose of your website 5/4/2010 5 Lead Generation E-commerce Branding Build Awareness Support/Resource Ad Revenue Provide Content Build Community Provide a Service Your Site
6. Step 2: Prioritize web analytics focus area 5/4/2010 6 Not every report is necessary or useful for goal conversion Lead Generation Registration pages, inquiries, new contacts Build Awareness % new visitors, unique visitors, engagement Provide Content Top content reports, exit pages, downloads E-commerce Checkout process, popular products, order value Support Return visitors, internal search, frequency of visit Community Active accounts, engagement, conversation rate Branding Brand perception lift
7. Step 3: Research Converting Visitors 5/4/2010 7 1st time, 2nd time, or 3rd time visitors Geographic location: Country, City Current customers or new customers Different Companies or organizations Use this knowledge to optimize your site, improve goal completion, and improve marketing effectiveness The last time they completed a goal How did they get to the website Common search terms (support sites) Pages they completed goals on
8. PerkinElmer’s Visitor Observations Average Visitor E-commerce Visitor 20% download PDF 52% came from search 14% return the same day 1% download PDF Only 9% come from search 24% return the same day 5/4/2010 8
10. Step 5: Optimize and Test Diagnosed Page At this point, we have taken the time to understand who is completing goals on your site. We have also spend time looking into funnels to find out the pages that need improvement. Best Practice for Page Optimization Clear Call to Action Limit the Choices More white space Less Text Keep it simple! 5/4/2010 10
11. Reporting: The Bottom Line Align reporting with site goals 5/4/2010 11
12. Cut Through The Noise Report on Key Performance Indicators (KPIs) that relate directly to the goals of your site. Align with business partners to understand Drivers of success What groups are measured on 5/4/2010 12
13. PerkinElmer’s Web Analytics Reports Web analytics reports are developed for campaigns, emails, banner ads, and PPC advertisements Metrics change based on the goals. Benchmarks and forecasting included for context 5/4/2010 13
14. SEO Analytics Basics, Keyword Performance, Opportunities, and reporting 5/4/2010 14
15. Search Engine Analytics: Basics Understand how users are getting to your site In what context do they “think” about your products and services First time visit versus repeat behaviors Identify which keywords to optimize Identify new opportunities for growth Content Linking Know when something has gone wrong
16. Keyword Performance & Reporting Align analysis to goals Segment/categorize terms for multiple goals or different customer segments Identify top performing keywords based on goal behaviors Maintain trends on top keywords to spot changes in performance quickly
17. Find Keywords with high conversions Organic for Search PPC/SEO Opportunities Internal Search for Optimization 5/4/2010 17
18. Identifying Opportunities for Growth Integration of SEO and PPC analysis Learning can occur on both sides of the house! Long tail keyword strings can be cost effective PPC alternatives Paid search as testing ground for new content ideas Successful paid search campaigns may suggest content development opportunities
19. Find Keywords with high search volume Google Adwords Tool for PPC Google Webmaster Tool for SEO 5/4/2010 19
20. SEO: Analyzing Referring Sites Review referring site traffic to identify quality traffic sources, identify new or at risk link opportunities and improve existing partnerships Use subject matter or referring site type to find more quality links 5/4/2010 20
21. Identifying Link Opportunities Helpful link building operators: 1. Replace “keyword” with your target keyword to find new link opportunities including blogs and forums. 2. Perform searches on all the engines intext:keyword allintitle:keyword allinurl:keyword directory keyword favorite links keyword favorite sites keyword intext:keyword intitle:blog keyword And there are many more….
22. Identifying Link Opportunities Investigate links to blogs and forums to see if there are further opportunities to showcase your products or services through contribution .gov and .org site are strong link opportunities when relevant to your site
23. SEO: Keyword Performance Report Understand the effectiveness of your SEO efforts Focus on increase in traffic over time Demonstrate an increase in goal completion over time Look for new content opportunities 5/4/2010 23
24. SEO: Non-paid Keyword Contribution 5/4/2010 24 Identify Site Goals in Google Analytics: Specify end goal and prior actions Assign a value to each action Begin tracking contribution!
27. Tie the right metrics to the right step in the conversion process and make improvements5/4/2010 26 CTR Improve the likely hood of a click by testing ad copy. Impressions If your impressions are low, you may want to select a keyword with more traffic Bounce Rate High bounce rates indicate that visitor left without action. Refer to “landing page improvement” slide Goal Conversion Rate Low conversion rates indicate problems in the funnel. Refer to “Funnel Analysis” slide.
28. Using Web Analytics to Diagnose Common Site Problems decrease error pages and improve search results to increase conversion 5/4/2010 27
29. Are Site errors impacting conversion? First, generate a report that shows your error pages 3 common error pages include Search: No Results Error Page Page Not Found 5/4/2010 28 4981 Visitors leave the site will not convert
30. Are Site errors impacting conversion? Next, generate a report that shows how visitors arrive at error pages (navigation summary) Fix broken links on that page Improve search results 5/4/2010 29
31. Are Site errors impacting conversion? Navigation summary 5/4/2010 30
32. Finding Trends to Increase Conversion Mobile impact on conversion 5/4/2010 31
33. Mobile Trends Investigate your sites mobile trend Understand the actions mobile visitors are taking Browsing Buying Reading content Understand how they got to the site Search Inbound marketing efforts Referring sites/apps Identify the opportunity Mobile site? Mobile app for content? Mobile app for purchasing? Mobile advertising? 5/4/2010 32
34. Looking Outside Traditional Web Analytics to Improve Conversion 3 Ways to collect customer feedback 5/4/2010 33
35. Alternatives to Improve Conversion With web analytics you have the ability to investigate what is happening on your website. Web analytics will not help you understand why something happens or what improvements you need to make. To get these answers we turn to alternatives methods of data collection Surveys Usability Custom Google Analytics tracking 5/4/2010 34
36. Alternatives to Improve Conversion Alternative 1: Site Survey Continuously monitor Site satisfaction Reason for visit Task completion rates Open responses 5/4/2010 35 4Qsurvey.com
37. Alternatives to Improve Conversion Alternative 1: Site Survey Let customer feedback drive website improvements Put programs in place Assign ownership Define measure of success 5/4/2010 36
38. Alternatives to Improve Conversion Alternative 2: Usability Studies In Person Real feedback through discussions Online Video recordings 5/4/2010 37 ClickTale.com
39. Alternatives to Improve Conversion Alternative 2: Usability Studies In Person Real feedback through discussions Online Video recordings Heatmaps 5/4/2010 38 AttentionWizard.com Feng-GUI.com
40. Alternatives to Improve Conversion Alternative 3: Customizing Google Analytics Leverage event tracking to collect customer feedback Search results Content Promotional offers 5/4/2010 39
41. Summary Clearly defined goals make measuring site performance and goal completion easier and more manageable Improve conversions by understanding visitors and by testing and optimizing pages. Use web analytics data to research keywords for high conversion rates Integrate SEO/SEM analysis Establish baseline reporting to track trends Use web analytics to reduce site errors and pain points for visitors Leverage site surveys and usability for actionable data 5/4/2010 40