How to do - Google analytics - seo - test
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Transcript of How to do - Google analytics - seo - test
| 134Peder Rudbeck
THE USER JOURNEYTools to understand and improve..
| 134Peder Rudbeck
12.15 – 14.00 Google analytics
14.00 - 14.10 Break
14.10 – 15.20 SEO
15.20 – 15.30 Break
15.30 – 16.30 Test of website
TOOLS TO UNDERSTAND AND IMPROVE
Agenda
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Cand. IT - Digital Design og Kommunikation
5 års konsulenterfaring fra UX branchen
• IIHNordic – Online markedsføring og konverterings optimering
• Interfazes – Usability og User Reserach
• Snitkergroup – Usability, User Research og Netværksgrupper
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TOOLS TO UNDERSTAND AND IMPROVE
Peder Rudbeck
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Hvad er jeres erfaringer med:
Google Analytics? ( Kender det ikke, har brugt det, er ret god
til det)
SEO? (Har hørt om det, kender SEO elementer, er ret god til
det)
Webside testing? (Har hørt om det, har foretaget få tests, er
god til det)
TOOLS TO UNDERSTAND AND IMPROVE
Agenda
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THE USER JOURNEYHow to use GA to get an understanding
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- What can we do with Google Analytics- How does Google Analytics work- A few thoughts on how use the numbers- A short look at the Interface…- Setting up Goals (Shown in the interface)- Going through how goals work with other metrics- Looking at Advanced segments- Break- An idea of metrics to be used in understanding the user journey - Setting up a remarketing campaign- Make a short report– a task for you..
GOOGLE ANALYTICS
Agenda
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What can we use Google analytics for?
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GOOGLE ANALYTICS
What can we use Google analytics for?
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Goal:Soft:Seen a product siteTime on siteAmount of pages seen
Hard:Newsletter signupDownload whitepaperPurchase of product
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GOOGLE ANALYTICS
What can we use Google analytics for?
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Goal:Soft:Seen a product siteTime on siteAmount of pages seen
Hard:Newsletter signupDownload whitepaperPurchase of product
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GOOGLE ANALYTICS
What can we use Google analytics for?
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Goal:Soft:Seen a product siteTime on siteAmount of pages seen
Hard:Newsletter signupDownload whitepaperPurchase of product
+
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GOOGLE ANALYTICS
What can we use Google analytics for?
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Goal:Soft:Seen a product siteTime on siteAmount of pages seen
Hard:Newsletter signupDownload whitepaperPurchase of product
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GOOGLE ANALYTICS
What can’t we use Google analytics for?
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How does it work?
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<script type="text/javascript">
var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-219820-1']); _gaq.push(['_trackPageview']);
(function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();
</script>
GOOGLE ANALYTICS
How does it work
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GOOGLE ANALYTICS
How does it work
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GOOGLE ANALYTICS
More Units/Browsers pr. User
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It’s possible to get an idea of the ratio of you business at:
http://www.fdim.dk/statistik/internet/toplisten
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A few thoughts on how use the numbers
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THE USER JOURNEY
SUBHEADER
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Bounce rate – High or low – good or bad?
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Bounce rate - high or low - good or bad?
Time on page - high or low - good or bad?
New / returning visitor - differences in the way the
users behave?
Completed goals on the page - few or many?
Conditions above should be considered in compare
to where the user are in the journey, and what we
would like the user to do on the site!
THE USER JOURNEY
Metrics that describe user behaviour
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"Its not about what, but about why?"
Analytics gives you answers to what happens, not
why users do what they do!
Therefore, be sure to compare Google Analytics data
with a visual review of your website, and with other
knowledge about user behavior(tests and interviews)
that can help you understand why users do what
they do!
THE USER JOURNEY
Web Analytics provide What
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Be sure to compare same month in year to same
month the following year
Be sure to know what is going on in your business,
so that you know why the numbers might deviate
from expected…
There also a technical side to consider, be sure your
analytics is set up right, in order to measure right!
THE USER JOURNEY
Things to consider
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The Interface
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GOOGLE ANALYTICS
An example
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Goto Google.com/analytics
Log in with – [email protected]
Password: xxx
GOOGLE ANALYTICS
The interface
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Which traffic source gave the most valuable traffic last month on Dropdead.dk?
Which technology was used for most conversions last month on Dropdead.dk?
GOOGLE ANALYTICS
A Little task
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Setting up Goals
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Goals (Goals ensure focus, understanding and prioritization)
Communication(Sharing of data, knowledge and results ensures action)
Historical data (Status and baseline lets us understand if our business are improving or not)
GOOGLE ANALYTICS
The Challenge in your organization
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Soft:Users has seen a product siteTime spent on siteAmount of pages seen
Hard:Newsletter signupDownload whitepaperPurchase of product (ecommerce tracking)Other set goals
Let us set up a goal in the interface..
THE USER JOURNEY
Setting up the goals
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Creating advanced segments
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App Dedicated mobile site
Responsive site
What are the differences in the research we need to
make in order to create solutions for these three
scenarios?
THE USER JOURNEY
Data for development of a mobile solution
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Its possible to create segments on almost every
metric –
This can be useful for understanding specifics about
the different segments, and to focus your analysis
How about Danish iOS users?
Let us set up this segment in the interface..
THE USER JOURNEY
The customer journey towards your product
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Ideas for understanding the user journey
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Attraction
Engagement
ConversionRetainment
Advocacy
THE USER JOURNEY
The customer journey towards a conversion
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xx
THE USER JOURNEY
What measures can describe attraction
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xx
THE USER JOURNEY
What measures can describe engagement?
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THE USER JOURNEY
What measures can describe a Conversion?
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THE USER JOURNEY
What measures can describe Retainment (The customer coming back for more)
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THE USER JOURNEY
What measures can describe Advocacy
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Segment By:- Traffic source- Audience attributes- Geography- Campaigns- Other
Attract
Advocate
RetainChurnReactivate
EngageAbandon
Convert
THE USER JOURNEY
How the metrics tell about the user journey
• Visits(by source)• Unique visitors• Cost per Click(by
source)
• Video Views• Products views• Pageviews/time on site/
bounce rate
• Purchases/ leads/ calls• Use of where to buy• Whitepaper downloads• Demo signups
• Newsletter subscribers• Repeat purchases• % Returning visitors• Retargeting clicks
• Writes a review• Social media share• Offsite social
mentions
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Segment By:- Traffic source- Audience attributes- Geography- Campaigns- Other
Attract
Advocate
RetainChurnReactivate
EngageAbandon
Convert
THE USER JOURNEY
How the metrics tell about the user journey
• Visits(by source)• Unique visitors• Cost per Click(by
source)
• Video Views• Products views• Pageviews/time on site/
bounce rate
• Purchases/ leads/ calls• Use of where to buy• Whitepaper downloads• Demo signups
• Newsletter subscribers• Repeat purchases• % Returning visitors
• Retargeting clicks
• Writes a review• Social media share• Offsite social
mentions
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Segment By:- Traffic source- Audience attributes- Geography- Campaigns- Other
Attract
Advocate
RetainChurnReactivate
EngageAbandon
Convert
THE USER JOURNEY
How the metrics tell about the user journey
• Visits(by source)• Unique visitors• Cost per Click(by
source)
• Video Views• Products views• Pageviews/time on site/
bounce rate
• Purchases/ leads/ calls• Use of where to buy• Whitepaper downloads• Demo signups
• Newsletter subscribers• Repeat purchases• % Returning visitors
• Retargeting clicks
• Writes a review• Social media share• Offsite social
mentions
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Doing retargeting in Google Analytics
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GOOGLE ANALYTICS
How remarketing works
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GOOGLE ANALYTICS
How remarketing works
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GOOGLE ANALYTICS
How remarketing works
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GOOGLE ANALYTICS
How remarketing works
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GOOGLE ANALYTICS
How remarketing works
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GOOGLE ANALYTICS
How remarketing works
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GOOGLE ANALYTICS
Further resources
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Google Conversion university – Tutorials on Google Analytics http://www.google.com/intl/en/analytics/iq.html?
Google Campaign code builder - http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578
Occams razor – great blog about webanalytics http://www.kaushik.net/avinash/
Helpcenter article on Remarketing Lists in Google Analytics:https://support.google.com/analytics/answer/2611268?hl=en#
Updating your Analytics Tracking Code:https://support.google.com/analytics/answer/2444872#
Updating your privacy policy:https://support.google.com/analytics/answer/2700409?rd=1#
Linking/Unlinking Analytics and AdWords accounts: https://support.google.com/analytics/answer/1033961#
More on visitor segments in Google Analytics:https://support.google.com/analytics/answer/2611820#
Common targeting strategies: https://support.google.com/analytics/answer/2611289?hl=en&ref_topic=2611283#
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Break – 10 minuttes
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SEOHow to create content that ranks well,and factors to consider in this process…
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SEARCH ENGINE OPTIMIZATION
Todays example… kea.dk/e-concept
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“Ask yourself what creates value for you users”
Se Also Google SEO Starter guide: http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/da//webmasters/docs/search-engine-optimization-starter-guide.pdf
SEARCH ENGINE OPTIMIZATION
SEO According to Google
5353
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Google and other Search engines makes algorithms, that presents the
most valuable content in the SERP to the users. Google does this
based on the knowledge the users gives Google…
This knowledge could be:
- Search keyword(s)
- Geographical placement
- Previous search history
- Other?
A big part of being able to present the most valuable content is the
possibility for the Google-bot to understand the content, and thereby
value of the page(this takes a SEO page in many ways)..
SEARCH ENGINE OPTIMIZATION
What is Google’s goal?
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Or put in other words – the goal is to match the user with the right
content..
SEARCH ENGINE OPTIMIZATION
What is Google’s goal?
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Technically correct site – Applying W3C standards, good usability, applying SEO technically principles
Link building
Content optimization – Usage of keywords in content and well written content
Keyword Research – Identify what the most relevant and obtainable keywords for your sites pages are
SEARCH ENGINE OPTIMIZATION
Elements of SEO
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Adwords (PPC, SEM)
Adwords (PPC, SEM)Organic results
SEO
SEARCH ENGINE OPTIMIZATION
Google SERP (Search engine result page)
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• Users read Google as an F
• The lower the screen resolution the users have, the higher your result has to be placed in order to be seen..
SEARCH ENGINE OPTIMIZATION
Google SERP (Search engine result page)
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SEARCH ENGINE OPTIMIZATION
Page rank - http://www.prchecker.info/
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Number of links to your site and the importance/ Authority of these links
Based on:Relevance - the relevance of the inbound linksTrust - the importance / Authority of the links
Check your (and your competitors) page rank at: http://www.prchecker.info/
Check the back links to your site in Google Webmaster tools:https://www.google.com/webmasters/tools/home
SEARCH ENGINE OPTIMIZATION
Page Rank – a definition’ish
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SEARCH ENGINE OPTIMIZATION
Page Rank – In smileys ;-)
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Technically correct site – Applying W3C standards, good usability, applying SEO technically principles
Link building
Content optimization – Usage of keywords in content and well written content
Keyword Research – Identify what the most relevant and obtainable keywords for your sites pages are
SEARCH ENGINE OPTIMIZATION
Elements of SEO
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• Abides W3C standards• No HTML errors• No Css errors• Avoid all unnecessary code• Menu built as list view <li>• No Javascript menu’s• No Flash elements• Avoid frames• ..
SEARCH ENGINE OPTIMIZATION
Technical SEO
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SEARCH ENGINE OPTIMIZATION
Webmaster tools and SEO
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Java script will generally not be read by search engines
Do not use java script to define links / menu
Don't use FlashMinimize JavaScript
SEARCH ENGINE OPTIMIZATION
Javascript and SEO
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SEARCH ENGINE OPTIMIZATION
Avoid duplicate content
1. Google discovers duplicate content..
1. Google Decides which one is the original, and throws the other out of the index..
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Location of server – (has to be as local as possible)
Robots.txt – makes It possible to exclude chosen parts of the site from being indexed in one place –
Eg. If you have static print-friendly pages(with a copy of your html pages), it is a must that they are not crawlable - or you'll get problems with duplicate content.
.htaccessMore complicated file, that lets you control how your site is
being indexed..
SEARCH ENGINE OPTIMIZATION
Server issues and SEO
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Nofollow - <a href="http://webpage.com" rel="nofollow">link to web page</a>
Googlebot doesn’t follow the link! (Affiliates, and linking to places you are not sure are best neighbourhood)
Noindex - <head><meta name="robots" content="noindex"></head>
Googlebot doesn’t index the page! (If you have pages that you want to keep out of the Google index)
Rel=”canonical” place link on the pages that are non canonical..
By similar content, Googlebot know which page is the “right” page!
SEARCH ENGINE OPTIMIZATION
Nofollow and SEO – Avoid duplicate content and bad linking
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SEARCH ENGINE OPTIMIZATION
URL’s and SEO
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Vision, Mission og Værdier
http://www.teknos.fi/page/?name=om %20teknos_navi&t=left_navi&open=vision,_mission,_vaerdier
Kurser om akustik og ekstern støj
http://old.delta.dk/web/dk/doc dk.nsf/6b0201744cf26453c1256ff6003dc987/db4404d51abb1a2ac1256fa9002f0328?OpenDocument
SEARCH ENGINE OPTIMIZATION
Bad URL’s and SEO
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Consider buying related domains • Typos• Nearby domain names• Product names• Promo Domains
Redirect domain names correctly
Extend the domain name for as long as possible - domain's life shows seriousness
Sub domains Vs. Main domain - blog.domæne.dk Vs. Domain.com / blog
SEARCH ENGINE OPTIMIZATION
Domain management and SEO
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200 OK301 Moved Permanently302 Found304 Not Modified307 Temporary Redirect400 Bad Request401 Unauthorized403 Forbidden404 Not Found410 Gone500 Internal Server Error501 Not Implemented
301
302
SEARCH ENGINE OPTIMIZATION
Redirects and SEO – retain the juice!
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SEARCH ENGINE OPTIMIZATION
Local search and SEO
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40% of all search terms show local interestLocal search devaluates ordinary SERPs
SEARCH ENGINE OPTIMIZATION
Local search and SEO
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Sign up under Google PlacesGet into Local Yellow pagesAddress(es) placed on every page of your site
SEARCH ENGINE OPTIMIZATION
Local search and SEO
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Technically correct site – Applying W3C standards, good usability, applying SEO technically principles
Link building
Content optimization – Usage of keywords in content and well written content
Keyword Research – Identify what the most relevant and obtainable keywords for your sites pages are
SEARCH ENGINE OPTIMIZATION
Elements of SEO
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SEARCH ENGINE OPTIMIZATION
Keyword research
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• Users often are looking for a need / problem - not the solution or products? Eg. Seeking "diabetes" not "insulin”
• Users read the first title with keyword thereafter description and URL
SEARCH ENGINE OPTIMIZATION
Common user behaviour when searching
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SEARCH ENGINE OPTIMIZATION
Keyword research
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The goal here is to come up with keywords that
address customer needs – AND are low competitive!
Look into Google Webmaster Tools and Google
Analytics to se what keywords users use..
Analyse your competitors website for keywords
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• Only guessing keywords and search phrases
• Focusing on only one keyword instead of phrases of more keywords
• Choosing the same keywords as your competitors without analyzing them first
• Choosing too “cold - general” keywords
• Choosing too “ warm – high competition” keywords
SEARCH ENGINE OPTIMIZATION
Keyword research – Common mistakes
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SEARCH ENGINE OPTIMIZATION
Keyword research – Best keywords
(taken from slide 37 of SEOmoz’s Presentation)
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Open a spreadsheet an make a sheet for the different landing pages on your site
kea.dk/e-concept has following pages:
• E-concept development (BA) :: kea.dk• Facts :: kea.dk• Study form :: kea.dk• Career opportunities :: kea.dk• Further education :: kea.dk
This Keyword-spreadsheet can be used, or consider making your own system for understanding keywords…
SEARCH ENGINE OPTIMIZATION
The Keyword spreadsheet
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Go to - Ranks.nl page analyzer
Analyze your pages for the keywords they are optimized for at the momentAre they the keywords you want to use?
In order to rank well(page 1) on keyword your keyword density should be around 5% (No more no less – and be careful only to use this measure!)
Consider whether your Keyword density on prime keywords should be raised on some of the pages..(after the keyword research)
SEARCH ENGINE OPTIMIZATION
Analysing the page for keywords
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SEARCH ENGINE OPTIMIZATION
Analysing your homepage
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SEARCH ENGINE OPTIMIZATION
Analysing competitors homepages
Competitors to: http://www.kea.dk/da/uddannelser/e-concept-development-ba/
Competitors would be:
http://www.eaaa.dk/videreg%C3%A5ende+uddannelser/web,+medier+og+kommunikation/pba+i+e-konceptudvikling
http://www.dmjx.dk/kurser-og-videreuddannelse/akademiuddannelser/kreativitet-design
http://www.ucn.dk/Forside/Uddannelser/E-konceptudvikling.aspx
Other Competitors?
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Run your competitors site through Ranks.nl
Search Google for the different Keywords/ phrases that to your landing pages
Click the first 3-5 links that’s first on the Google search result page
Check the source code for the keywords in the<Title><Meta name=“ Description”><Meta name=“ Keywords”>
Write the keywords into the spreadsheet
SEARCH ENGINE OPTIMIZATION
Analysing competitors homepages
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SEARCH ENGINE OPTIMIZATION
Look in Google Analytics for keywords that lead to the different pages on your site
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SEARCH ENGINE OPTIMIZATION
Use Google Adwords keyword tool to get new ideas, and determine search volume on the words in your spreadsheet –
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Open the http://www.google.com/trends/ for searchPound in the keywords and get a picture of their seasonality(set location) and usage
Make a choice if it is ok or not whether they are seasonal
Have a look at which region the keywords are used, and what the forecast for their usage is..
Pick the best Keywords based on your analysis
SEARCH ENGINE OPTIMIZATION
Keywords usage fluctuation over time
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SEARCH ENGINE OPTIMIZATION
Keyword tendency usage over time
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Technically correct site – Applying W3C standards, good usability, applying SEO technically principles
Link building
Content optimization – Usage of keywords in content and well written content
Keyword Research – Identify what the most relevant and obtainable keywords for your sites pages are
SEARCH ENGINE OPTIMIZATION
Elements of SEO
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It’s the “ last mile” to good search rankings…
AND relevant, accessible, well written content will be usable to a lot of people -> and therefor it will create good links -> resulting in a better page rank ->more people will see the content thus creating more links -> better page rank ->…..
SEARCH ENGINE OPTIMIZATION
SEO Copywriting
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Write easy to read textAvoid: • Writing Sloppy texts with many spelling and grammatical mistakes• Embedding text in images for textual content
Stay organized around the topicAvoid:• Dumping large amounts of text on varying topics onto a page, without
paragraph, subheading or layout separation
Create fresh, unique contentAvoid: • Rehashing(or copying) existing content• Having duplicate, or near duplicate content versions across your site
SEARCH ENGINE OPTIMIZATION
SEO Content optimization
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Content optimization should consider:Page titleMeta descriptionMeta keywordsHeadlinesBodyKeywords in body text and in:<b> Bold </b><i> Italic </i><li> Lists </li>
PicturesAlt tags
SEARCH ENGINE OPTIMIZATION
SEO Content optimization
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Very important in SEO copywriting
Maximum 65 characters
6-10 words
Always unique for every page
SEARCH ENGINE OPTIMIZATION
Title on page and SEO
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SEARCH ENGINE OPTIMIZATION
Titles on page and SEO
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SEARCH ENGINE OPTIMIZATION
Keywords in title and SEO
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• When Unknown brand: keyword - (benefits) secondary keyword - call to action – (Brand)
• If known Brand: Brand- keyword-(benefits) secondary keyword - call to action
SEARCH ENGINE OPTIMIZATION
Title on every page and SEO
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Max 158 charactersPrimary keyword - secondary keywordBenefits, "in business since ..." "our clients include ..."Call to action
SEARCH ENGINE OPTIMIZATION
Meta description on every page and SEO
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Always write unique texts - not copied from other content
Avoid:
• Generic terms: "This page is about .." "welcome to..”• A long list of keywords
SEARCH ENGINE OPTIMIZATION
Meta description SEO
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The headline of every page should describe what the content is all about!
Use <h1> only once ! </h1>H2 can be used several times for subheadingsH3 can be used several times for sub sub headings – But under H2The <h> tags should be used hierarchicallyUse the keywords you researched for the page in the header
SEARCH ENGINE OPTIMIZATION
Headline and SEO
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Use small short paragraphsA line should contain no more than 7 wordsUse subheads for structuring content
Text Formatting use:
<b> Bold </b> Phone numbers, email addresses or links..<i> Italic </i> Provide emphasis or denote titles <li> Lists </li> For content ordered in a list…
SEARCH ENGINE OPTIMIZATION
Text body and SEO
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Link to other parts of your website as reference in your text
Avoid general anchor text like "Read more .." "product information", "click here”
Avoid sites that ends blindly - guide users on
Give users a reason to click on the link
SEARCH ENGINE OPTIMIZATION
Internal linkbuilding and SEO
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Always write your copy for your reader first and foremost(Not for the Search engines). Don’t put to much weight onto keyword density
Create original contentIts being rewarded (and copying content are being severely punished!)
Google's concern regarding ranking is Whether your keywords are in your title tags meta description, header etc.,
and that they are aligned with your content
Don’t forget to link outLinking out to authoritative articles not only adds to your reader experience
and keeps Google happy; it could also help you attract inbound links
SEARCH ENGINE OPTIMIZATION
Text body and SEO
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Of course – Optimize image size for web
ALT TagsDescribe the image content to usersUse keywordsSearch engines read only ALT text and picture naming
SEARCH ENGINE OPTIMIZATION
Pictures and SEO
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http://www.fotoagent.dk/single_picture/10649/138/medium/499341_1.jpg
http://www2.viauc.dk/PublishingImages/Laerer/image/Forside/Godhistorie_efterskole.jpg
SEARCH ENGINE OPTIMIZATION
Pictures and SEO
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Naming and location:
Wrong:/ filer/images/sep/09/100928837.jpg
Right:/ kamera/sony/digital/sony-DSC-W90.jpg
SEARCH ENGINE OPTIMIZATION
Pictures and SEO
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SEARCH ENGINE OPTIMIZATION
Good content and SEO
Following these guidelines should create a website with easy to find pages, and valuable content that users would want to link to as a resource.. This again create a better SERP, which makes the pages easier to find….
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Technically correct site – Applying W3C standards, good usability, applying SEO technically principles
Link building
Content optimization – Usage of keywords in content and well written content
Keyword Research – Identify what the most relevant and obtainable keywords for your sites pages are
SEARCH ENGINE OPTIMIZATION
Elements of SEO
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SEARCH ENGINE OPTIMIZATION
Linkbuilding and SEO
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RelevanceAuthority
Links from sites with high authorityLinks from many different domainsDeep links - links to pages beyond the TLDLocal links from the geographical local areaLinks with good anchor text
SEARCH ENGINE OPTIMIZATION
External linkbuilding and SEO
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Who Links to your website?
Check it with Google Webmaster tools - https://www.google.com/webmasters/tools/home
(Use: [email protected] - password:
123Super)
SEARCH ENGINE OPTIMIZATION
External linkbuilding and SEO
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SEARCH ENGINE OPTIMIZATION
External linkbuilding and SEO
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• Request a link from a partner• Develop tools or content and give it away• Create widgets (e.g. Loan Calculators)• Publish on social networks• Create PR - press releases with links to your content• Partners, suppliers, subsidiaries• Comment on blogs, Insert link to material from your
site as a reference • Run a Blog related to your site, and be an expert in
your field..link to your content and services in the blogs
SEARCH ENGINE OPTIMIZATION
External linkbuilding and SEO
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SEARCH ENGINE OPTIMIZATION
Avoid linkfarms
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Links from bad neighborhoods can dammage your SEO
Links to bad neighborhoods can dammage your SEO
Being on the same server as bad neighborhoods can damage your SEO
How to find out about bad neighborhoods..
SEARCH ENGINE OPTIMIZATION
Bad neighbourhoods and SEO
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- Technically correct site: http://validator.w3.org/
- Webmaster tools - https://www.google.com/webmasters/tools/home
(Use: [email protected] - password: 123Super)
- Google Analytics - http://www.google.dk/intl/da/analytics/
(Use: [email protected] - password: 123Super)
- Google Keyword tool: https://adwords.google.com/o/KeywordTool
- Google trends for searches: http://www.google.dk/trends/
- Page rank checker http://www.prchecker.info/
- Analyzing pages for keywords and more; http://www.ranks.nl/
- Keyword difficulty tool: http://pro.seomoz.org/tools/keyword-difficulty
SEARCH ENGINE OPTIMIZATION
Tools to help SEO
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Break – 10 minuttes
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TESTING YOUR HOMEPAGETools to understand and improve..
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TESTING YOUR HOMEPAGE
Why do user testing?
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Goal:Soft:Seen a product siteTime on siteAmount of pages seen
Hard:Newsletter signupDownload whitepaperPurchase of product
A lot of traffic is worthless if the users cant find out how to achieve their goals on your webpage
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TESTING YOUR HOMEPAGE
Why do user testing?
121
Some statistics:
"The rule of thumb is that the cost-benefit ratio for usability is $1-$100. Once a system has been released, it costs 100 times as much to fix a problem, than fixing it in the design process.”
"The average UI(user interface) has 40 flaws. Correcting the easiest 20 of these yields an average improvement in usability of 50%. “
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TESTING YOUR HOMEPAGE
Why do user testing?
122David Chaffey, E-Business & E-Commerce Management, 5th Edition, © Marketing Insights Limited 2012
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Pre analysis phase:
• Desk Research• Ethnographic research• Expert interview• Focus group• Surveys• Contextual interview• Personas• Task Analysis• Cultural probe
Concept phase:
• User Scenarios• Card Sorting• Focus group• Personas• User Cases• Guerilla Research
Prototype phase• Card Sorting• Think out loud testing• Personas• Paper prototypes• Balsamique /Axure prototypes• Remote Usability Test• Eye tracking• Chalkmark• Heuristic evaluation• Surveys• Web accessibility audits
The further development (The product is always in beta!).• Card Sorting• Think out loud testing• Remote Think out loud test• Automated user testing (UzerZoom etc. Click
tale)• Personas• Eye tracking• Web analytics• Heuristic evaluation• Surveys
5
USER RESEARCH
Methods for involving the user
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TESTING YOUR HOMEPAGE
Mapping different methods of User Research
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What do the user do?
Why do the user do it?
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QUALITATIVE RESEARCH
Web analytics
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Good for understanding what users do on a homepagePros: Can be conducted at your desktop, not so time consuming, quantifiableCons: Rarely possible to get in depth understanding of the users, only for web
But Why?
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QUALITATIVE RESEARCH
Think out loud test/ Remote Think out loud test/Eye tracking
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Good for understanding Usability problems on a product or late prototype Pros: The actual TG users are using the products, eyetracking results can be quantified. Users can be interviewed about their experienceCons: Recruiting and conducting tests can be time consuming, eyetracking equipment is expensive
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QUALITATIVE RESEARCH
Think out loud test
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QUALITATIVE RESEARCH
Unmoderated remote usability test
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Good for understanding Usability problems on a product or late prototype Pros: Can be conducted at your desktop, not so time consumingCons: Harder to get in depth understanding of the users, and their problems with the product, mostly for web
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HOW EYETRACKING WORKS
Tobii Eye trackers
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SETTING UP A EYETRACKING STUDY
Testing out our graphical design
There is a big difference in how the spectator looks at the actual message and Pampers brand – depending on the way the baby looks at the spectator or at the Pampers message
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SETTING UP A EYETRACKING STUDY
SUBHEADER
Setting up a studie in the eyetracker…
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TESTING YOUR HOMEPAGE
The payoffs of usability testing:
• Usable, appealing, and effective homepages• Credible marketing claims• Compelling product demonstrations• Increased sales• Reduced need for customer support• Longer market life
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TESTING YOUR HOMEPAGE
When to use which methods..
• DIFFERENT Projects needs different methods for collecting User Research
• DIFFERENT STAGES of a project needs different methods for collecting User Research
• Some methods gather WHY other gather WHAT information
• Always try to have TRIANGULATION of the methods in mind – and use that! (Triangulation means combining methods in order to reap the benefits of the various methods..)
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TESTING YOUR HOMEPAGE
Resources on usability testing
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• http://www.upassoc.org/usability_resources/usability_in_the_real_world/index.html
• www.snitkergroup.com
• www.interfazes.dk
• www.brugertest.nu
• http://www.sensible.com/downloads-rsme.html
• http://www.nngroup.com/topic/eyetracking/
• https://www.youtube.com/watch?v=Xp4pLOk_PtQ