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SEO and Web Analytics: Measuring Online Success

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Digital Publishing Forum NZ

This session looks at the principles of Search Engine Optimisation (SEO) to attract website visitors, and the tools and techniques for tuning website effectiveness. Using book marketing examples, it focuses on so-called organic search (natural search) and doesn't try to cover everything: rather it zeroes in on the most important things that website owners can do themselves with minimal technical knowledge. Search Engine Optimisation is part of the broader field of Search Engine Marketing (SEM). The related Part 2 presentation covers Paid Search using Google Adwords, YouTube and similar opportunities and briefly looks at measuring results using Google Analytics. Martin Taylor, Director, Digital Strategies Limited, Auckland, New Zealand

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SEO and Web Analytics: Attracting visitors, measuring success Martin Taylor , Director, Digital Strategies Ltd Blog : http://activitypress.com/ereport Michael Carney , Strategic Planning Director, Media Counsel Author, Trade Me Success Secrets Blog : http:// mediacounselblog.co.nz
Two ways to top the search results SEO and SEM (arketing) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Part 1 : Search Engine Optimisation Martin Taylor , Director, Digital Strategies Ltd Blog : http:// activitypress.com/ereport Web: http://digitalstrategies.co.nz
It’s not just about search engines ,[object Object],[object Object],[object Object],[object Object]
A search example from an SEO point of view
 
 
 
What the web page looks like to a search engine … <head> <title> Mighty Ape: Harry Potter &gt; Buy Harry Potter Books , Games, DVDs, Toys and Music </title> <meta name=&quot;description&quot; content=&quot;Mighty Ape is the best place to shop for Harry Potter ! Orders over $49.95 get FREE NZ delivery!&quot; /> <meta name=&quot;keywords&quot; content=&quot;games, game, dvds, dvd, music, books , book , computers, computer, electronics, toys, toy, movies, movie, tv, New Zealand , NZ , store, Harry Potter &quot; /> </head>
What should I optimise? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SEO starting point: Keywords and Key Phrases ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SEO Top 5: Tune Your Website ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ranking based loosely on data from: http://www.seomoz.org/article/search-ranking-factors
But how do I do this stuff? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A CMS gives you control over the content, both visible and invisible text —without the need for a web designer
SEO Top 5: Most important factors for in-bound links ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ranking based loosely on data from: http://www.seomoz.org/article/search-ranking-factors
SEO checklist : Putting it together ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: www.yourseoplan.com
Part 2 : Paid Search and Web Analytics Michael Carney , Strategic Planning Director, Media Counsel Author, Trade Me Success Secrets Blog : http:// mediacounselblog.co.nz [Please open the separate slide presentation.]

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SEO and Web Analytics: Measuring Online Success

  • 1. SEO and Web Analytics: Attracting visitors, measuring success Martin Taylor , Director, Digital Strategies Ltd Blog : http://activitypress.com/ereport Michael Carney , Strategic Planning Director, Media Counsel Author, Trade Me Success Secrets Blog : http:// mediacounselblog.co.nz
  • 2.
  • 3. Part 1 : Search Engine Optimisation Martin Taylor , Director, Digital Strategies Ltd Blog : http:// activitypress.com/ereport Web: http://digitalstrategies.co.nz
  • 4.
  • 5. A search example from an SEO point of view
  • 6.  
  • 7.  
  • 8.  
  • 9. What the web page looks like to a search engine … <head> <title> Mighty Ape: Harry Potter &gt; Buy Harry Potter Books , Games, DVDs, Toys and Music </title> <meta name=&quot;description&quot; content=&quot;Mighty Ape is the best place to shop for Harry Potter ! Orders over $49.95 get FREE NZ delivery!&quot; /> <meta name=&quot;keywords&quot; content=&quot;games, game, dvds, dvd, music, books , book , computers, computer, electronics, toys, toy, movies, movie, tv, New Zealand , NZ , store, Harry Potter &quot; /> </head>
  • 10.
  • 11.
  • 12.
  • 13.
  • 14. A CMS gives you control over the content, both visible and invisible text —without the need for a web designer
  • 15.
  • 16.
  • 17. Part 2 : Paid Search and Web Analytics Michael Carney , Strategic Planning Director, Media Counsel Author, Trade Me Success Secrets Blog : http:// mediacounselblog.co.nz [Please open the separate slide presentation.]