Seo workshop presentation june
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Transcript of Seo workshop presentation june
www.SearchEngineRankings.com.au
Foundation course: Covering the basic
essentials
SEO and Analytics trainingOutline
Presented by Jasmine Batra
www.SearchEngineRankings.com.au
Agenda
0900 – 09.15 Introduction
09.15 – 10.30 SEO Basics
10.30 – 10.40 Coffee break
10.40 – 11.50 Learning Analytics
11.50 – 12.00 Coffee break
12.00 – 13.00 Making informed decisions
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What We Will Cover
• Where do I stand?
• All about keywords
• Creating SEO friendly content
• Working within Google’s guidelines
• Measuring key metrics with Google Analytics
• Improving conversions
• Analytics reporting
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What is SEO?
• What is SEO
• Why should I care
• Data on Ranking positions and their Click-
throughs
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SEO Process
• AIM’s 5-step SEO process for gaining top
rankings
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SEO Audit
• Tests of a good SEO audit
What’s broken?
What is working well?
Design and structure flaws
Keyword Analysis and positioning
Geographical targeting
Server checks
Pages Indexed by Google / Yahoo / MSN
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Ranking Results
What factors decide the ranking results for a search
phrase/user query?
• Keyword matching
• Location
• User behaviour
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Keywords
• Understanding keywords
Primary
Long tail
Supporting
• How to perform Keyword Research
• Keyword research using Google data
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Keywords
• Use of lateral thinking to drive traffic and sales
• Use of Industry related words
• Working with root words
• Explore semantically related words
• Keyword selection
• Discover how to perform keyword trending
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Content
• How to work with your content
• Examples of what is working best right now and why it is
working
• How to gain maximum advantage from your Web copy
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How to Create Content
….. and in what order?
• Topic Selection ( originality, popularity)
• Choosing the target phrases
• Selecting good keywords
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Producing Content for SEO Advantage
• Using tools like www.google.com/insights/search/to make judgement calls like ‘used baby furniture’ or ‘second hand baby furniture’
• Keyword variation and keyword stemming example, if you are writing about a book use other good common words like manual, ebook, guide, tips, report
• Keyword Proximity and Latent Semantic Indexing – use lexical database if required. Good resource wordnet.princeton.edu
• Word Count and Keyword density• First and last paragraph• Text layout including tags ( H1 to H6)• Use of images• Use of anchor text – example making free recipes a hyperlink rather
than for free recipes click here • Mixing anchor text • Rewriting the Heading/ Title
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Keyword Targeting
• Based on sales Cycle
• Based on page type
• Based on target audienceEven if your product has universal appeal, recognize subgroups of audience and target separately.
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Blog post Buzz Words Long tail
Product page Evergreen words Strong keywords
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The Basics
• Key phrases in navigation items• Key phrases in hyperlinks• Key phrases throughout the content• Key phrases in Headlines and sub headlines• Key phrases in first and last para
Tip# Making the most of un-utilised pages like FAQs, About us, Contact us etc.
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SEO copywriting does not mean
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Black Hat SEO
• How to stay out of trouble with the search engines. Some
examples
buying links
• Spamdexing
• Cloaking
• Keyword stuffing
• Creating doorway pages
• Linkfarming and linkspamming
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Pillars of Success
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Review
• Review of Participants' Web Sites
• Web site review by Jasmine
• Group review
• Feedback
• Brainstorming exercises
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What is Analytics?
• It is the process of collecting, tracking, measuring, reporting
and analysing quantitative usage data to optimise websites
and maximize your marketing return on investment (ROI).
• It helps to understand your visitors, traffic patterns,
marketing campaigns, conversion
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Providing Answers to Difficult Questions
How are visitors using my site?
Am I creating effective content?
Where and when are visitors abandoning my shopping cart?
How do I improve site interaction?
How can I make my marketing campaigns more effective and accountable?
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Using Analytics
• Types of commercial websites
• What do I want my website to do?
• Site Objectives
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Using Analytics
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Defining Goals/ Conversions
• Form fills
• White paper downloads
• Request for quote
• Newsletter subscriptions
• Event registration
• Engagement with social media
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Defining Key Metrics
• New / repeat visitors
• Are they spending enough time
• Where are they spending most of their time
• What is the path they follow
• Using conversion funnel
• Measuring visitor drop-off at every step of the funnel
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Conversion funnel analysis and sales path – separate course
Conversion Funnel
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1,000 visitors to the site
6 Visitors complete goal
Total Visits
Visit Shopping Area
Place Item in Cart
Make a Purchase
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Analytics
• No analytics reporting is 100%
• Share analytics data anonymously for
benchmarking
• Don’t focus on single metrics
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Create Context for your Data
• Don’t focus on a single metric
• How does the performance of each metric
compare to the site average?
• How does the performance compare to last week,
or last month?
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Creating Context with Visualisations
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Data Driven Decision Making
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User Manager
Within your Analytics settings, utilise the User Manager to add users or change permission for users
User manager permissions
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Administrators and Users
• Administrators can create profiles, filters, goals and add users
• Users have read-only access to reports and can be redirected to viewing only specific profiles
Displays user type: Administrator or user
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Adding a New User
After clicking Add User, enter in the user’s information * Note that their email address must be a Google accountwww.google.com/accounts
Enter user’s email
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Adding a New User
After entering a new email address, select Access Type for that user:
• Account Administrator, which allows the user to edit account settings and to have access to all of profiles
• Users can view reports only
Set user privileges33
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Modifying Access
To Modify access for an existing user, find the user in the existing access list and click Edit
Edit user info and access type link
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• A website profile is essentially a set of rules that define the reports that you see
• Profiles allow you to view reports on specific domains, sub domains or on filtered data for your web pages.
Profiles
Your website profiles are
updated here
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Analytics Settings
• Access reports
• Configuration, goals, Filters and users
• Analytics accounts drop-down
• Remove profiles
• Apply Filters
• Add Profiles
• User permissions
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Report Interface
• Report navigation
• Settings
• Help resources
• Export options and email reports set-up
• Link to help centre
• Calendar / date slider
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Report Structure
There are 5 main categories:
• Visitors Visitor information such as loyalty, language and
location
• Traffic sources Natural and paid sources of traffic; includes Adwords reports
• Content Pages viewed
• Goals Conversion rates and goal paths
• E-commerce (if enabled) Commerce tracking, visitor loyalty, revenue sources and
product specific information
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Setting date and comparison date
ranges• You can either use a calendar or a timeline to
select a date range
• Select Compare to Past and you’ll be able to set
a comparison date range
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Reporting
• Comparing two metrics on the same graph
• Measuring visitor loyalty
• Report formats
• Scheduling & emailing
• Scorecards – It provides aggregates and averages for the displayed metrics
• Site-usage
• Email reports
• Report tabs
• The dashboard
• Keyword reports
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Bounce Rates
• The definition of Bounce Rate is the percentage of visitors
that hit your website on a given page and don’t visit any
other pages on your site.
• The bounce rate at the page level is extremely useful
especially in case of landing pages for paid
campaigns.
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Exit Rates
• The definition of Exit Rate is the percentage of visitors that leave your site from a given page based on the number of visits to that page.
• Sounds similar to bounce rate, what’s the difference?
• Exit Rate is important for determining which page in a process isn’t performing up to expectations. For example, if you have mapped out a Website Persuasion Architecture, and find visitors are exiting the site on a webpage that is a stepping stone to a more important page, then you need to review the page’s content/layout etc.
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Increasing Conversions
• Multivariate testing is a critical component to increasing conversion and lowering bounce rate for your key landing pages. It can help you increase revenue without adding one more new visitor to your site.
• During your optimization process, ASK YOUR CUSTOMERS AND VISITORS about your key landing pages via surveys, focus groups, phone calls, etc
• WEBSITE OPTIMISATION and split testing, A/B testing,
multivariate testing etc. concept of scientifically testing your marketing campaigns in order to increase conversion
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Installing the Google Analytics
Tracking Code
• How to create a new account
• Where to place the Google Analytics Tracking Code
• About website setups that require customization
• How to verify installation
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Getting started with Google
AnalyticsThree simple steps to getting started with Google Analytics:
• Sign up www.google.com/analytics - need a Google account
• Install the tracking code across all the pages of your
website
• Use the new ga.js code instead of urchin .js
• Verify
• If running Adwords you can go through the analytics tab on
the Adwords link the two accounts
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Understanding the Code
• Understanding the tracking code
• Installing the java script
If the website uses a template or a Content Management
System, you can install it on the common area e.g.
website footer
• Installing the code on a common footer
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Resources
• Free tools to check if the GA code has been installed
properly www.sitescanGA.com – it will check for any
implementation errors
• You tube channel GA -
http://www.youtube.com/googleanalytics?hl=en
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What We Have Covered
• SEO basics• Keyword targeting – Primary and secondary pages• Content creation• Headings and Sub headings• Words per page and density• Primary , long tail and secondary words• Meta Composition• Title• Description• Keyword research tools• Making sense of Analytics Reports• Configuring, tracking and testing
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Our Contact Details
Melbourne Sydney943 / 1 Queens Road Level 21, Tower 2, Darling
ParkMelbourne 3004 201, Sussex Street , Sydney 2000
Phone: 1300 766 665
Mobile: 0416 059 115
www.searchenginerankings.com.au
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