This document discusses web analytics and search optimization. It provides examples of the types of data that web analytics can track, such as visitor numbers, location, referral sources, and site behavior. The document emphasizes that analytics data needs context to be useful and gives tips for using keywords strategically and making a site more findable to move metrics like conversions and referrals.

1. Spinning Web Analytics, Search Optimization and Marketing

2. So... you have a website...

3. ...and people visit it. Huzzah!! ... or do they?

4. WEB ANALYTICS

5. WEB ANALYTICS

6. WEB ANALYTICS Hey! Wassup. You got a website to show me? I do! You mind signing the guest book while you’re here? Yeah yeah *scribblescribblescribble* There. Signed. Now can you show me a website? Fine. Fine. Here’s some HTML code.... I have a few JPEGs for you. Some Flash files... Oh, and here’s some Java. Here, take some cookies to go with that.

7. WEB ANALYTICS

8. WEB ANALYTICS

9. WEB ANALYTICS Analytics software visualizes the data to make patterns more readily apparent and understandable.

10. WEB ANALYTICS BUT...

11. WEB ANALYTICS ...it’s still just data. Data without context is just noise.

12. WEB ANALYTICS

13. WEB ANALYTICS ? ? ? ? ? ? ? ? ?

14. WEB ANALYTICS

15. WEB ANALYTICS How many visitors How often they visited How they’re visiting the site (computer type and capabilities) Where they came from (geographically) Where they came from (referral type) While here ... what did they do?

16. WEB ANALYTICS Using the clues in the data, a clear picture of your site’s visitors may be inferred

17. Escarpment Views What is it? Online presence for print magazine. Goals: Attention Drive sales of ads Drive sales of magazine

18. What should we look for in our analytics web? ? ? ? ? ? ? ?

20. Continuous growth

21. Spikes ID’d and made note of

22. Cultivate repeat visits

25. What are people looking at?

26. What brought them there?

27. Where did they go from there?

28. What do you WANT people to be looking at?

30. WEB ANALYTICS In solving a problem of this sort, the grand thing is to be able to reason backward.

31. Get It Write What is it? Freelance Writing Business Goals: Lead generation Establish position as an expert

32. What should we look for in our analytics web? ? ? ? ? ? ? ?

36. Who is sending traffic?

39. What pages resulted in the most referrals?

41. WEB ANALYTICS You know, a conjurer gets no credit when once he has explained his trick; and if I show you too much of my method of working, you will come to the conclusion that I am a very ordinary individual after all.

42. “You can only manage what you can measure.” - Peter Drucker

43. So how do we move the needle?

44. Make yourself more findable.

45. WEB ANALYTICS

46. How are people finding you now?

47. Who do you want to target?

48. Who do you want to target?

49. What are they looking for? ?

50. Own your keywords

51. Use keywords naturallyand consistently

52. Think lasergun, not shotgun

53. WEB ANALYTICS

57. l33t Ninja analytics skills revealed

58. Web Analytics 2.0

59. Avinash is the evangelist for analytics at Google