Art Center Interactive Design 4 - #5 Intro to Analytics and SEO
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Transcript of Art Center Interactive Design 4 - #5 Intro to Analytics and SEO
Intro to Analytics + SEO
Art Center Interactive Design 4 | Week 10 | Joy Liu
Analytics
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Why do we care about collecting data?Now, design and concepts can be measured and quantified.
Source of Quantitative Data- which page do users “close the tab” on the most - which page do users enter - where do users come from - what are users doing on each page of the site - how long do users stay on each page of the site - what are users doing with the content on the site
They all look interesting…
What’s meaningful/actionable data?
Key Performance IndicatorsHow do we define and measure success towards a goal?
Joe Leech, http://www.cxpartners.co.uk/cxblog/big_list_of_ux_kpis_and_metrics/
Classic Conversion (sales / visits) Product page conversion (sales / visits to product page) Funnel analysis Basket abandonment Bounce rate Sales Leads Subscribers Unique visitors Returning visitors Page views per visit Visit to order ratio Load time
Registrations Visit / session length Page views per visit Time on page Time on site Form abandonment Failed internal search Referring pages / links Geographic locations Print page
Banners Click through rate Impressions
Financial / sales / business Average order value Basket value Profit margin Average sales price Cross sell Gross margin Category margin Cost per lead Customer acquisition cost Lifetime customer value Average customer value Membership / subscription churn
But…
without any actionable insight, it’s just numbers.
Empower your data- Set a reason - Set a time period - Set a baseline - Set an action based on your finding
I want to know if feature x increased the conversion rate of this website.“ ”
3/18 — 3/24
3/11 — 3/17
Web Analytics Tools- Google Analytics - Mixpanel - Piwik - Clicky - KISSmetrics - Optimizely - ClickTale
Search Engine Optimization
Remember him?
Well… Google is the boss now!
It’s all about the first place.
It’s all about making you click.
Minor changes in text
Search Engine Land, http://searchengineland.com/seotable
Search Engine Land, http://searchengineland.com/seotable
Quality Are pages well written & have substantial quality
content?
Search Engine Land, http://searchengineland.com/seotable
Titles Do HTML title tags
contain keywords relevant to page topics?
Search Engine Land, http://searchengineland.com/seotable
Crawl Can search engines easily
“crawl” pages on site?
Search Engine Land, http://searchengineland.com/seotable
Quality Are links from trusted,
quality or respected web sites?
Search Engine Land, http://searchengineland.com/seotable
Authority Do links, shares & other
factors make site a trusted authority?
Search Engine Land, http://searchengineland.com/seotable
Reputation Do those respected on social networks share
your content?
Search Engine Land, http://searchengineland.com/seotable
Country What country is someone
located in?
Things we already know- Links - Content Relevancy - PageRank: Google’s algorithm to rank sites
- Penguin - Panda - Hummingbird
New factor: Social Media- Shares - Likes - Tweets - +1s - Pins
New factor: Google Authorship
Find trending keywords- Google Analytics - Google Keyword Planner - SEMrush - Search Engine auto-suggestions - Alexa
Do your meta tags- title - description - URL - open graph tags (for Facebook/Twitter)
Feed the crawler- Do your H1, H2, H3 properly - engaging images/videos with well-written alt tags - lots of text relevant to your page topic
Additional Training- Analytics Academy: https://
analyticsacademy.withgoogle.com/explorer - Moz: http://moz.com/learn/seo - Google SEO Guide: https://support.google.com/
webmasters/answer/35291