Google Analytics & SEO

1. Flyer Spirit
Google Analytics & Search Engine Optimization
Procedure Manual
March 24, 2009
Stephanie Kelch
Julia Sommers
Tommy Shewchuck
Matt Franklin
Justin Multhauf

2. Flyer Spirit
Google Search Engine Optimization Procedure Manual
March 24, 2009
Goals & Objectives
 Create high natural placement
 Create “BUZZ” among alumni
 Obtain Opt-in and Buy
 Educate Flyer Spirit staff members on Google Analytics and Search Engine Optimization
End Results
 Increased awareness & exposure
 Achieve an accurate measurement of website traffic
 Increase/maintain advertising flexibility including budget and ease of control
Procedures
 First determine an appropriate website description and Meta names/tags. These names should be
very relevant to web content and be aligned with the types of words potential consumers are
already searching
Meta Name Examples
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University of Dayton

University of Dayton Basketball

Dayton Flyers

UD Basketball

UD Bookstore

Rudy Flyer

University of Dayton Alumni

Flyer Enterprises

University Place


3. Brown Street

 Once appropriate content has been selected, a qualified employee must ______
 After website has been updated with appropriate content, monitoring can be done through
Google Analytics
This account has previously been set up and is accessible to Store Managers
o
 To do so go to www.Google.com/Analytics and click on “Access Analytics”
 Once logged in click on “View Report” to view metrics
 Inside Google Analytics several reports can be accessed including:
Visitors – Benchmarking, Map Overlay, New vs Returning, Languages; Visitor Trending,
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Visitor Loyalty
Traffic Sources – Direct Traffic, Referring Sites, Search Engines, Keywords, AdWords,
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Campaigns, AdVersions
Content – Top Content, Content by Title, Content Drilldown, Top Landing Pages, Top Exit
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Pages
Goals – Total Conversions, Conversion Rate, Goal Verification, Reverse Goal Path, Goal
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Value, Goal Abandoned Funnels, Funnel Visualization
Ecommerce – Total Revenue, Conversion Rate, Average Order Value, Product
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Performance, Transactions, Visits to Purchase, Days to Purchase
 All of this information can be utilized to track website success. If desired results are achieved,
continue the process. If desired results are not achieved, rework content changes and alter
information.