Presentation is loading. Please wait.

Presentation is loading. Please wait.

Increasing Website ROI through SEO and Analytics Dan Belhassen greatBIGnews.com Modern Earth Inc.

Similar presentations


Presentation on theme: "Increasing Website ROI through SEO and Analytics Dan Belhassen greatBIGnews.com Modern Earth Inc."— Presentation transcript:

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

3

4 TRAFFIC Using SEO to Increase your Website

5 Increasing Traffic through SEO

6

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

59

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?


Download ppt "Increasing Website ROI through SEO and Analytics Dan Belhassen greatBIGnews.com Modern Earth Inc."

Similar presentations


Ads by Google