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Increasing Website ROI through SEO and Analytics Dan Belhassen greatBIGnews.com Modern Earth Inc.
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
TRAFFIC Using SEO to Increase your Website
Increasing Traffic through SEO
We focus on
The Purpose of Google To understand Google ranking.. First understand Google.
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
How Google Works “Googlebot” Crawls the web
How Google Works
How Google ranks sites Simplify ranking to two factors: Website content Plus The “Importance” of your site
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”!
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!
Always design your website for – Visitors (prospects) first – Search engines second Conversion (clicks) is what matters – Importance of “meta description”
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
The importance of your site The “transfer value” of a link is based on the number of outgoing links on the page
The importance of your site Check your PageRank http://checkpagerank.net
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
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?
RANKINGS Increasing your website rankings
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
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
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/
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
Increasing Your Ranking Step 5: Link building campaign Keywords used in links Relevance of content on the anchor page
Increasing Your Ranking Step 6: Track your rankings http://WebCEO.com http://tools.seobook.com/firefox/rank-checker/
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?
Increasing Your Ranking Step 8: Begin again! Back to step 1.. Keep revising your process based on results
VISITORS Understanding your
A tour of the type of information available in Google Analytics.
Feature Tour - Visitors Visitors > Demographics > Visitors Overview
Feature Tour - Visitors Visitors > Demographics > Geography
Feature Tour - Visitors Visitors > Demographics > Language
Feature Tour - Visitors Visitors > Behaviour > New vs Returning
Feature Tour - Visitors Visitors > Technology > Browser & OS
Feature Tour - Visitors Visitors > Mobile > Devices
Feature Tour – Traffic Sources Traffic Sources > Overview
Feature Tour - Traffic Sources Traffic Sources > Sources > Direct
Feature Tour - Traffic Sources Traffic Sources > Sources > Referral
Feature Tour - Traffic Sources Traffic Sources > Sources > Search
Feature Tour - Content Content > Overview
Feature Tour - Content Content > Site Content > Landing Pages
Feature Tour - Content Content > Site Speed
Feature Tour - Content Content > In-Page Analytics
HIGH VALUE KEYWORDS Determining
High Value Keywords What are high value keywords? – Search phrases that drive action – Search phrases that demonstrate interest
High Value Keywords Examining keyword report
High Value Keywords Exclude branded keywords
High Value Keywords We now have a list of keywords.. Identify valuable keywords (SEO, etc) Determine what happens to that traffic
High Value Keywords Create custom report to track metrics
CONVERSION FUNNEL Building a
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
Building a Conversion Funnel Example – Using “binarycanary.com” – FREE website monitoring tool we created
Building a Conversion Funnel
Profile Settings > Goals
Building a Conversion Funnel “Signup” Goal
Building a Conversion Funnel Goals menu
Building a Conversion Funnel Overview
Building a Conversion Funnel Reverse Goal Path
Building a Conversion Funnel Funnel Visualization
Thank you! greatBIGnews.com modernearth.net Presentation available at http://modernearth.net/lern2011 Any questions?
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