Download presentation
Presentation is loading. Please wait.
Published byHelen Francis Modified over 9 years ago
1
Increasing Website ROI through SEO and Analytics Dan Belhassen greatBIGnews.com Modern Earth Inc.
2
About your presenter Dan Belhassen – Founder & President Modern Earth Inc., an Internet technology company – Website creators, online software developers, search engine consultants, elearning specialists, mobile app developers, new media marketing specialists – Find me in my booth if you want to follow up – Presentation at Modernearth.net/lern2011
4
TRAFFIC Using SEO to Increase your Website
5
Increasing Traffic through SEO
7
We focus on
8
The Purpose of Google To understand Google ranking.. First understand Google.
9
The Purpose of Google “Google's mission is to organize the world's information and make it universally accessible and useful.” http://www.google.ca/corporate/index.html
10
How Google Works “Googlebot” Crawls the web
11
How Google Works
12
How Google ranks sites Simplify ranking to two factors: Website content Plus The “Importance” of your site
13
Website content
14
What your site is about – GoogleBot reads all content across all pages Domain name URL directories and file name Page titles Text headers Text (regular site content) Image alt tags – NOT “meta keywords”!
15
What your site is about Be careful! Looks for overall “relevance” Knows that “important” words appear 6-7% Tries to not be fooled by “keyword spamming” Can’t read graphical text!
16
But Wait!
17
Always design your website for – Visitors (prospects) first – Search engines second Conversion (clicks) is what matters – Importance of “meta description”
18
Website importance
19
The importance of your site The “Importance” of your site – Based on “PageRank” PageRank determined by – Who is linking to your site How important they are How “relevant” they are
20
The importance of your site The “transfer value” of a link is based on the number of outgoing links on the page
21
The importance of your site Check your PageRank http://checkpagerank.net
22
Who’s out there? Find out who is linking to your site – Use Google link:www.mywebsite.com (only a subset is presented) – Use compete.com
23
Who’s out there? All links were not created equal – Relevance of the link text Nurse continuing education vs click here – Relevance of the anchor page content Is it relevant to your landing page?
24
RANKINGS Increasing your website rankings
25
Increasing Your Ranking Step 1: Determine your keywords – Initially focus on 3-6 keywords Keywords are actually phrases – (e.g. nurse continuing education seattle) – Research which words are actually used in searches https://adwords.google.com/select/KeywordToolExternal http://Wordtracker.com – See keywords driving traffic to competitors http://compete.com
26
Increasing Your Ranking Step 2: Optimize your web pages Domain name URL directories and file name Page titles Text headers Text (regular site content) Image alt tags – May need to develop “landing pages” A “home” for your keyword Create landing pages for each keyword Develop appropriate links to your landing pages
27
Increasing Your Ranking Step 3: Verify keywords are found site:www.mywebsite.com http://www.googlerankings.com/kdindex.php – Ensure that Google knows about all your pages Set up a google site map http://www.google.com/webmasters/tools/
28
Increasing Your Ranking Step 4: Train Googlebot to re-visit your site often Learns how often to visit your site Perform frequent updates to shorten “indexing wait” after major updates
29
Increasing Your Ranking Step 5: Link building campaign Keywords used in links Relevance of content on the anchor page
30
Increasing Your Ranking Step 6: Track your rankings http://WebCEO.com http://tools.seobook.com/firefox/rank-checker/
31
Increasing Your Ranking Step 7: Track your traffic Website statistics (google.com/analytics) Are keywords driving traffic to your site? What are they doing when they get there?
32
Increasing Your Ranking Step 8: Begin again! Back to step 1.. Keep revising your process based on results
33
VISITORS Understanding your
34
A tour of the type of information available in Google Analytics.
35
Feature Tour - Visitors Visitors > Demographics > Visitors Overview
36
Feature Tour - Visitors Visitors > Demographics > Geography
37
Feature Tour - Visitors Visitors > Demographics > Language
38
Feature Tour - Visitors Visitors > Behaviour > New vs Returning
39
Feature Tour - Visitors Visitors > Technology > Browser & OS
40
Feature Tour - Visitors Visitors > Mobile > Devices
41
Feature Tour – Traffic Sources Traffic Sources > Overview
42
Feature Tour - Traffic Sources Traffic Sources > Sources > Direct
43
Feature Tour - Traffic Sources Traffic Sources > Sources > Referral
44
Feature Tour - Traffic Sources Traffic Sources > Sources > Search
45
Feature Tour - Content Content > Overview
46
Feature Tour - Content Content > Site Content > Landing Pages
47
Feature Tour - Content Content > Site Speed
48
Feature Tour - Content Content > In-Page Analytics
49
HIGH VALUE KEYWORDS Determining
50
High Value Keywords What are high value keywords? – Search phrases that drive action – Search phrases that demonstrate interest
51
High Value Keywords Examining keyword report
52
High Value Keywords Exclude branded keywords
53
High Value Keywords We now have a list of keywords.. Identify valuable keywords (SEO, etc) Determine what happens to that traffic
54
High Value Keywords Create custom report to track metrics
55
CONVERSION FUNNEL Building a
56
Building a Conversion Funnel A conversion funnel Allows you to track steps towards a goal Determine where visitors are abandoning the process Allow you to test changes designed to increase conversions
57
Building a Conversion Funnel Example – Using “binarycanary.com” – FREE website monitoring tool we created
58
Building a Conversion Funnel
60
Profile Settings > Goals
61
Building a Conversion Funnel “Signup” Goal
62
Building a Conversion Funnel Goals menu
63
Building a Conversion Funnel Overview
64
Building a Conversion Funnel Reverse Goal Path
65
Building a Conversion Funnel Funnel Visualization
66
Thank you! greatBIGnews.com modernearth.net Presentation available at http://modernearth.net/lern2011 Any questions?
Similar presentations
© 2024 SlidePlayer.com Inc.
All rights reserved.