Contacting me
• www.twitter.com/attacatben • Skype: attacatben• LinkedIn: Ben Rogers• [email protected]• 0131 220 1441• www.attacat.co.uk/contact-us
What is this Google Analytics anyway...
• Sexy graphs of what people are doing on your website
• It’s free! Zip! £0! FA! But Why?
Hits, Visitors & Visits
• Hits (don’t use!)– Download of a single file from the
server– 1 page can actually show as multiple
hits• HTML files, CSS files, images
• Visitor– Visitors are unique– Visitors are tracked using 1st party
cookies– One person could show as several
visitors – if they are using a different computer for example
• Visits– The number of times someone has
visited your site– Sessions time out after 30 minutes of
inactivity. Activity after this will record a new visit.
• New vs. Returning Visitors– Visitors are tracked with cookies, if
the cookie exists they are retuning if not they are new
Page Views & Unique Page Views
• A Page View is defined as a view of a page on your site that is being tracked by the Analytics tracking code. If a visitor hits reload after reaching the page, this will be counted as an additional page view. If a user navigates to a different page and then returns to the original page, a second page view will be recorded as well.
• A Unique Page View, as seen in the Top Content report, aggregates page views that are generated by the same user during the same session. A unique page view represents the number of sessions during which that page was viewed one or more times.
GGA: Google Analytics Seminar
Key Terms – Bounce Rate
• Bounce Rate– Bounce rate is the percentage of
single-page visits or visits in which the person left your site from the entrance (landing) page.
GGA: Google Analytics Seminar
Key Terms – Exit Rate
• Exit Rate– Exit rate shows the percentage of
visitors who left your site at the named page
Exit Pages
• Where people get fed-up & leave!
• What should you pay attention to...
• ‘Utility’ pages are the ones to watch– About Us– Terms & Conditions– Contact Us– Delivery Information– FAQs
Goal setting
• Take your KPIs & set them as goals in Analytics
• Sales, downloads, email links, contact form submissions, donations, video content views, newsletter registrations, time on site, key page views, visits even
• Create funnels for linear progressions to a KPI (e.g. checkout process)
Google Conversion University
• Lots of useful help files & presentations
• Creating Goals:• http://services.google.com/analytics/breeze/en/goals/in
dex.html
Google Conversion University
• http://www.google.com/support/conversionuniversity
• Learning centre to study for the Google Analytics Individual Qualification (IQ)
• Good resource for basic navigation, interpreting reports & in-depth analysis
Blogs
• http://www.advanced-web-metrics.com/blog• http://www.kaushik.net/avinash/• http://analytics.blogspot.com/
Putting the Why into the What
• Google Analytics can help you understand what your visitors did – Not Why!
• Use other tools to help close the loop– Low cost usability testing– Google Website Optimiser– Surveys
• Was this article helpful• Ask for feedback
Low cost usability testing
• Rocket Surgery Made Easy – Steve Krug
• Simple, quick wins, ongoing exercise, fast, cheap!
The HiPPO in the room
• Highest Paid Person’s Opinion (wins)
“Change that picture on the home page to something
else.”
From: http://farm4.static.flickr.com/3559/3447007036_e8a612b89d.jpg
what is SEO?
• great internet marketing leads to great search engine rankings
• on-page & off-page factors– content– page structure– site architecture– usability/accessibility– links– website speed– Google products data?– the social factor
Why blog – the expert opinion!
• http://www.youtube.com/watch?v=livzJTIWlmY
Take-aways
• It’s about 100’s, 1000’s or even 10,000’s of phrases• Very easy to leave a large chunk of business on the
table.
Your Keyword Universe
• Descriptive terms – e.g. Showers• Brands – e.g. Mira• Adjectives e.g. Cheap Showers• Geography – e.g. Glasgow Shower Shop• Misspellings – e.g. Mirar• Use of – e.g. Shower fitting• Related – e.g. bathroom mould
Keyword Research
• Brainstorm with Colleagues• Look at competitors sites• Ask existing customers• Website logs & Analytics• In site search logs• Use keyword tools
Why Blogging is Good for SEO
• Many organisations who blog, enjoy good search engine rankings. Is this because Google thinks blogs deserve to get a ranking boost? Probably not.
• The ranking boosts are more indirect. It just so happens that blogging encourages a lot of practices that tick the search engine algorithms’ boxes.
Good Quality Informational Content
• Made up statistic of the day!
• Informational searching involves looking for a specific fact or topic
• Navigational searching seeks to locate a specific web site
• Transactional searching looks for information related to buying a particular product or service
• Research by: Penn State Uni
80% - 10% - 10%
Fresh Content
• Ranking factor?– Sites or Pages
• Attacat Google Caffeine experiment
• “way to get blog comments”
Depth of Content
• What will rank better?
• Page about mugs• Site with lots of pages about different aspects of mugs
& general mug chit chat
Search Engine Friendly Content
• Easy for the search engines to index
• Well considered site architecture for optimisation
• Tags & categories– Tags are keywords & searchy– Categories are navigational & structural
9 Tips
• In approximate reverse order!
• Update URLs– www.blog.com/?post=1&articleid=3– www.blog.com/this-is-my-blog-post-name
• Full version of your post is available in ONE place alone– See Attacat Brain snippets
• Linking– Link to other posts & pages – Use anchor text
• i.e. Write something that includes your keywords & make the link from them.
9 Tips
• Use tags & categories– Tags are keywords & searchy– Categories are navigational & structural
• Build the blog into your main site – not as a separate entity
• Unless you have a good business decision behind it!
• Use a leading blogging platform– Wordpress.org (self hosted)– Posterous, Blogger, Wordpress.com, Tumblr (in that order!)
9 Tips
• Market your blog!– Sharing buttons– Feedburner– Press releases (for great posts!)
• Quality links• Exposure to media• Qualified traffic• Search engine exposure
• Write GREAT CONTENT
SEO is Easy
Because all you have to do is:• Create a good site;• Include the phrases that you want to be found for within
the copy of your website;• get lots of relevant sites to link to you;• get users engaging with your site.
SEO is Flippin’ Difficult
Because you have to:• Create a good site;• Include the phrases that you want to be found for within
the copy of your website;• get lots of relevant sites to link to you;• get users engaging with your site.
CEO, designers, hr department,
developers, copy writers,
R&D, marketing department,
management team, customer service department, sales
department, corporate comms, operations, it department
Ask me Questions!
• www.twitter.com/attacatben • Skype: attacatben• LinkedIn: Ben Rogers• [email protected]• 0131 220 1441• www.attacat.co.uk/contact-us