1. www.nb2bc.co.uk Google Analytics 17 th January 2008

2. www.nb2bc.co.uk Introduction James Pennington Lead Business Consultant

3. © 2007 NB2BC Agenda 9.30 - 9.40 Introduction to the B2B CentreJames Pennington 9.40 - 10.30 Importance of Web StatisticsJames Pennington 10.30 - 11.00 Google WebmasterMark Bonnett 11.00 - 11.30 Break - Refreshments & Networking 11.30 - 12.30 Understanding Google AnalyticsJames Pennington 12.30 - 12.45 Questions 1.00 - 2.30 Lunch & Demonstrations Advice Centre

4. © 2007 NB2BC By lunchtime today you will…. Understand the need to create goals for website analytics Have heard of a number of solutions for tracking website traffic Seen Google Analytics and know some of the main features Been shown real statistics of small companies who have taken on-board SEO and Analytics

5. © 2007 NB2BC Introduction to the B2B Centre We are here to… “Provide expert, impartial e-business advice and support to growing businesses to enable them to successfully adopt technology, creating real business value from the Internet” Identify technologies relevant to growing businesses Enable businesses to adopt these technologies Primary focus is within the West Midlands

6. www.nb2bc.co.uk Importance of Web Statistics James Pennington Lead IT Consultant

7. © 2007 NB2BC Which stats/analytics packages Web Stats Packages Webalizer AWStats Analytics Packages Google Analytics - FREE Urchin Stats - approx. £1700 Omniture Clicktracks - from £120 a month (hosted) / £500 std alone

8. © 2007 NB2BC Web statistics

9. © 2007 NB2BC Key Terms Pages / hits Number of access to the site Bounce Rate People access 1 page and leave What is a good bounce rate Exit / Entrance Where people enter and leave the site Referrers Sites that link to you and send traffic Direct traffic url typed in to the browser Landing Pages The page a person has landed on when accessing the site

10. © 2007 NB2BC What can we track Number of visits Pages Accessed Pages Left From Search Phrases Used Search Engine Volume Number of hits Where People Come From Time of Day Type of Browser Number of Colours Screen Resolution PPC Campaigns Route through Site Page Effectiveness Defined Actions New / Returning Visitor Loyalty Visitor Latency Time on Site Pages viewed / visit

11. © 2007 NB2BC Why track statistics To make changes to the site Identify weak content Select keywords that work Promote content Improve landing pages Identify good site links

12. © 2007 NB2BC Actions Should be for a reason What changes will you make to the site Improve prominence of content Optimise pages for keywords Create product / service landing pages Use CPC to drive traffic

13. © 2007 NB2BC Create Goals Structured set of actions Identify touch points Highlight leaving points Measure Conversions Ensure you set clear attainable goals that can be measured easily

14. © 2007 NB2BC Segmentation What keywords work Analyse the pages visitors land on What referrers convert Use goals to identify good referrals Which content looses clients Is due to location

15. © 2007 NB2BC Analytics - The Captain Kirk Way Illustration originally provided by Matt Bailey - Sitelogic

16. © 2007 NB2BC The Red Shirt Phenomenon you’re gonna die. if you are wearing a red shirt and beam to the planet with Captain Kirk

17. © 2007 NB2BC The basic stats 430 crew members 80 episodes (over a five year period) 59 crew members died conversion rate: 13.7%

18. © 2007 NB2BC The Basic Stats Exactly how many die. Yellow-shirt crewperson deaths: 6 (10%) Blue-Shirt crewperson deaths: 5 (8 %) Engineering smock crewperson deaths: 4 (7%) Red-Shirt crewperson deaths: 43 (73%) Safely state Red shirted people die more often

19. © 2007 NB2BC In-depth Analysis What causes them to die On-Board incident (42.5%) Beaming down to planet (57.5%) Lots of fights 130 fights 18 resulted in a fatality (14%) 13 of the 18 involved a red-shirt fatality (73%) Red-Shirts died usually in Groups

20. © 2007 NB2BC How to survive Don’t wear a red shirt Don’t fight Don’t beam to the planet with Captain Kirk However

21. © 2007 NB2BC The Captains influence Survival Rate increase when Captain Kirk “makes contact” with a female whether human or alien Survival Rate increases to 84% In 24 relationships only 3 red-shirts die.

22. © 2007 NB2BC The Captains Influence Survival Rate decrease when Captain Kirk “makes contact” but then starts a fight 75% die

23. © 2007 NB2BC Conclusion Improve survival of red-shirted crew members Explore only peaceful, female-only planets

24. © 2007 NB2BC

25. www.nb2bc.co.uk Google Webmasters Mark Bonnett IT Consultant

26. © 2007 NB2BC Google Webmasters Statistics, diagnostics and management of Google's indexing of your website http://www.google.com/webmasters/

27. © 2007 NB2BC Google Webmasters FREE! But need a Google Account to use Webmasters https://www.google.com/accounts/NewAccount Support http://www.google.com/support/webmasters/ https://www.google.com/webmasters/tools/docs/en/about.html Google Groups - Webmasters Web/SEO company if you’re not a geek!

28. © 2007 NB2BC Google Webmasters Site verification is needed Upload a blank HTML file with a name specified by Google google5434d58cdc3cee1e8.html OR Add meta tag to your site's home page

29. © 2007 NB2BC Google Webmasters - sitemaps A sitemap is an XML file that lists URLs for a site, along with additional information about each URL. Sitemaps give Google and other search engines important information about your website.

30. © 2007 NB2BC Google Webmasters - sitemaps This is not a sitemap!

31. © 2007 NB2BC Google Webmasters - sitemaps Sitemaps are helpful if: Your site has dynamic content. Your site has pages that aren't easily discovered by Google - e.g. pages featuring lots of AJAX or Flash. Your site is new and has few links to it. Your site has a large archive of content pages that are not well linked to each other, or are not linked at all. It will help your site get indexed quicker and you can use it to tell Google about new pages.

32. © 2007 NB2BC Google Webmasters - sitemaps Issues Need to be technical to: write a xml compliant site map with correct parameters set up Google’s sitemap generator or use 3rd party generators Won’t solve your indexing issues with Google No clear timetable or roadmap for new features

33. © 2007 NB2BC Google Webmasters - sitemaps 1. Generate your sitemap xml file 2. Upload it to your website 3. Tell Google where it is on your sever in Webmasters 4. Google will then download it and up date its records for the next time it visits your site. http://www.sitemaps.org/ https://www.google.com/webmasters/tools/docs/en/about.html

34. © 2007 NB2BC Google Webmasters http://www.google.com/webmasters/ https://www.google.com/accounts/NewAccount Microsoft’s SEO Tools http://webmaster.live.com Yahoo! Site Explorer https://siteexplorer.search.yahoo.com

35. www.nb2bc.co.uk Coffee / Networking

36. www.nb2bc.co.uk Understanding Google Analytics James Pennington Lead IT Consultant

37. © 2007 NB2BC Client A - Visits / Pageviews

38. © 2007 NB2BC Client A - Traffic Sources

39. © 2007 NB2BC Client A - Website Traffic

40. © 2007 NB2BC Client A - Conversion Rates

41. © 2007 NB2BC Client A - Revenue

42. © 2007 NB2BC What’s new in Analytics Internal Site Search Link Tracking Event Tracking

43. www.nb2bc.co.uk Questions James Pennington & Mark Bonnett

44. www.nb2bc.co.uk What Next James Pennington

45. © 2007 NB2BC What Next Feedback Forms Badges Visit the e-Advice Centre Google Webmasters Google Analytics E-Marketing: Exploiting your Web Presence – book today at www.nb2bc.co.uk/book_eventwww.nb2bc.co.uk/book_event

46. © 2007 NB2BC Do Something