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?