SEO and Analytics
Toby Eborn

Director of Digital
Strategy and
Business Dev

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

On Page Elements

Off Page Elements

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”>

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>…

Problems……

Help from SEO Quake

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
• site.com/?page_id=56 or site.com/keyword-phrase/
– Load time
• Use inspector or firebug to see what is slowing down your
site.

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.
mensrunningshoes.com)
• Branded domain is one that matches the
name or product of the company (eg.
nike.com)

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.

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=“yoursite.com/page”>Best site
ever</a>
– Recency and frequency of the links

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)

Tools to help you
• Alexa.com – Traffic (top 1mm)
• SEM Rush
• Majestic.com – back links
• aHrefs.com
• SpyFu.com
• SEO.Firetoss.com – Simple scan
• In depth SEO tools
– Raven Links
– SEO Quake etc etc.

Login Screen for GA

Default View – last 30 Days

Changing Date Range

8 Main Views

Customizable Dashboards
Can also use Google Data Studio

Real-Time

Audience Overview

Audience - Hourly

Measure Just 1 day – Jan 3rd

Peaks during business hours

Demographics - Overview

Demographics - Age

Export Data – CSV, Tab, XSLX

Sample Data Set

Acquisition - Overview

Organic – (not provided)

Integrations – Adwords

Integrations – Search Console

Search Console –
Searchologist.com

Acquisition - Social

© Tony PasseyMarketing
BEHAVIOR - LANDING PAGES

Event Tracking

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

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.

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.

toby@Firetoss.com
Linkedin.com/in/tobyeborn