Post on 21-Oct-2014
description
Search Engine Optimization and Google Analytics
Aligning SEO with Business Goals
Mark McLarenDirector of Search Marketing at Analytics Pros
What is SEO?
Part of marketing
What is SEO?A part of marketing
Google Bing Yahoo0%
10%
20%
30%
40%
50%
60%
70%
80%
Search Engine Market Share
Series 1
seOMG!
Page structure BloggingAccessibility
Technical
On-page
Off-page
Organization
Content
Crawlersrobots.txt
Navigation
Social Media
Video
Internal links
Keywords
Value of SEO
Forrester Research: There is a shift in priority toward organic SEO and away from paid search.
Standard SEO Techniques
Technical• Crawlers• URLs• Cookies• Load time• robots.txt• Redirects• Sitemap• etc.
On-page• Keywords• Title tags• Meta descrip• Page structure• img alt attrib• Bullets, bold• Custom 404• etc.
Off-page• Social Media• Video• Directories• Local profiles• Press releases• Apps• Relationships• etc.
Organization• Domains• Site structure• Navigation• Internal links• Accessibility• Duplication• CMS• etc.
Content• Research• Keywords• Blogging• Authors• Branding• Positioning• Scheduling• etc.
A part of marketing
The Art of SEO: Mastering Search Engine Optimization
Performance Marketing with Google AnalyticsSebastian Tonkin, Caleb Whitmore, Justin Cutroni
Standard SEO Techniques
Technical• Crawlers• URLs• Cookies• Load time• robots.txt• Redirects• Sitemap• etc.
On-page• Keywords• Title tags• Meta descrip• Page structure• img alt attrib• Bullets, bold• Custom 404• etc.
Off-page• Social Media• Video• Directories• Local profiles• Press releases• Apps• Relationships• etc.
Organization• Domains• Site structure• Navigation• Internal links• Accessibility• Duplication• CMS• etc.
Content• Research• Keywords• Blogging• Authors• Branding• Positioning• Scheduling• etc.
Goal-directed Marketing
New insights for SEO with Google Analytics
Analytics
Technical• URLs• Cookies• Redirects• sitemap• …
On-page• Engagement• Keywords• Title tags• Meta descrip• Page structure• Bullets, bold• Custom 404• …
Off-page• Social Media• Video• Directories• Local profiles• Press releases• Apps• Relationships• …
Content• Research• Testing• Keywords• Blogging• Authors• Branding• Scheduling• …
Organization• Domains• Site structure• Navigation• Internal links• Accessibility• CMS• …
What are your business goals?
How are they achieved on your website?
What are your business goals?
How are they achieved on your website?
Google Analytics
A tool to measure what happens on your website
What is Google Analytics?A tool to measure what happens
on your website
Does SEO work?
How can we measure its success?
Is SEO working?
Use Google Analytics to measure SEO success.
What do you want people to do?
How good is the fit between your goals and your customer’s goals?
What are your business goals?
How are they achieved on your website?
Identify outcomes.
Use GA to track them.
Identify outcomes.
Use GA to track them.
Identify outcomes.
These are your goals. Use GA to track them.
Don’t just track.Measure what matters.
Don’t just track.Measure the things that matter.
Most users are not getting all they can from GA.
And we’re done?
Basic QuestionsSome examples
1. How many visits do we get? – Traffic volume
2. Where do they come from? – Search, referral, SM
3. Where do they go? – Engagement
4. What percent are organic? – Reach
5. What percent are branded vs. not? – Optimization
6. What percent convert? – Achieving goals
7. Is this what you want? – What to change and test
Is SEO working?
Use Google Analytics to measure SEO success.
Identify outcomes.
These are your goals. Use GA to track them.
Branded keywords
Identify outcomes.
These are your goals. Use GA to track them.
Identify outcomes.
These are your goals. Use GA to track them.
Identify outcomes.
These are your goals. Use GA to track them.
Is SEO working?
Use Google Analytics to measure SEO success.
What does a great fit look like?
Answer: Conversion
Keyword (not provided) One reason you need a Google Webmaster Tools account.
Who converts most often?
People who search for your brand or a product name.
Assess your traffic with conversions in mind.
1. Visits2. Pages / Visit 3. Average Visit Duration4. % New Visits (vs. Returning)5. Bounce rate6. Goal conversion rate
Compare branded vs. non-branded
Sales funnel
$$$!
What are branded search visits like?
Branded Search Profile1. More frequent than non-branded? – Optimization
2. More pages per visit – Engagement
3. Longer visit duration – Engagement
4. More new visits vs. returning visits? – Sales funnel
5. Low bounce rate – Optimization and fit with your site
6. What percent convert? – Achieving your goals
Is SEO working?
Use Google Analytics to measure SEO success.
Branded Organic
Is SEO working?
Use Google Analytics to measure SEO success.
Non-Branded Organic
Is SEO working?
Use Google Analytics to measure SEO success.
Branded Organic
Is SEO working?
Use Google Analytics to measure SEO success.
Non-Branded Organic
One goal of organic SEO
Get organic search profile to look like branded.
Keyword reach and qualityHow do you know where to start?
Look at your organic traffic
Hard to find?
Keyword research:
1. Use your own traffic – start with Analytics2. Competition – Look at site content, rank in search
engine results, and inbound links
3. Keyword research tools– Google keyword research tool– Keyword Discovery– Wordtracker
4. Use PPC campaigns as keyword research tools
Where do keywords belong?
1. Title tags2. <h1> <h2> <h3> headings3. Meta description4. Bullet lists5. Internal link text6. First paragraph & body copy7. Breadcrumbs8. Press releases9. More…
Optimize using keywords.
Measure the results. Then adjust.
Do your keywords fit your goals?
How do you know?
Marketing channels
How do all your marketing channels interact?
Multi-Channel Funnels
SEO insights beyond two dimensions.
Great writing.User experience.
Both are as important as keyword research.
Great writing.User experience.
Both are as important as keyword research.
Great writing.User experience.
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Great writing.User experience.
Great writing.User experience.
Ask
Mark McLarenmark@analyticspros.com