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Seo and analytics wk 2

  1. SEO and Analytics Toby Eborn
  2. Director of Digital Strategy and Business Dev
  3. SEO and Analytics 1. Overview of Ranking Factors A – On Page Elements B- Off Page Elements C- Some Assessment Tools 2. Tracking in Google Analytics A- An overview of GA B- Setting it up C- IP Filtering D- Creating Goals E- Tracking your efforts
  4. On Page Elements
  5. Off Page Elements
  6. On Page Content • Review of Content Elements – Quality, Research, Words, Engagement – Know your demographics and write what they want – Remember the search engine needs to understand your intentions based on the keywords you use. – HMTL • <title>Put your page title here</title> • <meta name=“description” content=“Put here what you want to show on your organic search results”>
  7. Header or H-tags <H1>Title at the beginning of your content</H1> – <H2>Title at the beginning of your paragraphs</H2> – <H2>Title at the beginning of your paragraphs</H2> • <H3>Subtitle within a paragraph</H3> • <H3>Subtitle within a paragraph</H3> – <H4>…
  8. Problems……
  9. Help from SEO Quake
  10. Site Architecture • It is absolutely critical that you have a webmaster tools (Search Console) account set up and verified. • Are there any issues when Google/Bing crawls your site? – Crawl Speed & Crawl Errors URL structure • or – Load time • Use inspector or firebug to see what is slowing down your site.
  11. Exact Match vs Branded Domains • Anytime a firm is planning a new website with a new domain it is important to consider whether it is important to select an exact match domain or a branded domain • Exact match domain means it matches a keyword search term (eg. • Branded domain is one that matches the name or product of the company (eg.
  12. EMD vs Branded cont…. • Using an EMD can give you a head start in building traffic to a new website. • Google and Bing have expressly stated that EMDs do not receive extra consideration in search rankings • However, EMDs consistently still rank well quickly • Note: Shorter domains also receive preferential treatment in search rankings and they are easier to remember.
  13. Off age Factors • Link profiles are one of the most important factors in SEO! – Quality of the links to your site – links from authority sites – Quantity of links to your site – Variety of pages on your site with links – Deep link ratio – How are the links linking? • Images vs. Text - <a href=“”>Best site ever</a> – Recency and frequency of the links
  14. Other Off Page considerations • Geographic location affects search results - Google My business page - Directory Listings • Reputation and Popularity – Social media – Mentions of you or your brand – Links (obviously)
  15. Tools to help you • – Traffic (top 1mm) • SEM Rush • – back links • • • – Simple scan • In depth SEO tools – Raven Links – SEO Quake etc etc.
  16. Login Screen for GA
  17. Default View – last 30 Days
  18. Changing Date Range
  19. 8 Main Views
  20. Customizable Dashboards Can also use Google Data Studio
  21. Real-Time
  22. Audience Overview
  23. Audience - Hourly
  24. Measure Just 1 day – Jan 3rd
  25. Peaks during business hours
  26. Demographics - Overview
  27. Demographics - Age
  28. Export Data – CSV, Tab, XSLX
  29. Sample Data Set
  30. Acquisition - Overview
  31. Organic – (not provided)
  32. Integrations – Adwords
  33. Integrations – Search Console
  34. Search Console –
  35. Acquisition - Social
  36. © Tony PasseyMarketing BEHAVIOR - LANDING PAGES
  37. Event Tracking
  38. Finding Useful data in Analytics • Develop a question – Example: How many people visited from China? • Search the Google Analytics Platform for the data • Analyze the data • Identify potential problems (if any) in the data
  39. Use your data to build your plan You will have hot spots in your site. Develop strategies to engage users. Track results and always be ready to adapt.
  40. Recap 1. Be aware of the on page factors affecting your site. (Content, technical structure, H- tags etc.) 2. Look for opportunities to establish authority through off page factors 3. Make sure you set up and utilize the analytical tools available 4. Use data to make decisions about online strategies.

Notes de l'éditeur

  1. You begin with a hunch but you finish with empirical data. Channels drive each other and there is no one channel that can sustain your business. Understand your channel mix. Know what drives one channel or another.