dublin seo summit joanne casey

SEO & Analytics

Leveraging the power of analytics to fuel your SEO strategy

Joanne Casey

This is how most people react when I say the word analytics…

And this is how they feel when they realise its not as scary as they thought…

This is how most people react on the mention of analytics

Good web analytics is like a smartphone…once you see how beneficial it is to you you’ll never go back to what you had before!

1. Data aids understanding

2. Fuels realisation

3. Drives confidence 4. Brings accountability

5. Yields

growth

Data is Powering the Digital Age

Breaking down the barriers

Google Analytics

78% of Irish sites use Google Analytics

Know what your site objectives are

2 1 3

1. Inform your

Keyword Research (Don’t just stick to using the Google Keyword Tool)

Investigate what keywords are working well in PPC

Investigate the Match Search Query for PPC keywords

Use Google Insights for Search

Users driven by offline

2. Get the Full Story with

Webmaster Tools Integration

How often is your listing appearing and what’s the CTR?

3. Advise your

Meta Data Writing

Use PPC ad CTR to Incorporate best Ad messages in Metadata

4. Advise your

Content Strategy

Which current organically listed pages have a high bounce rate?

What keywords are pages currently ranking against?

5. Guide your

Linking Strategy

Investigate Inbound links and optimise them for better visibility and user experience

6. Test your site against

Speedy Gonzales

Check Page Loading Times Per Page

7. Get the Full Story with

Attribution

First Interaction

Assist Interactions

Last Interaction

Data powers in-channel attribution

How did Organic Search contribute to sales or conversions?

8. Use Appropriate

Measurements of Success

Don’t just focus on position

Investigate the incremental traffic from SEO listings…

…Month-on-Month or Week-on-Week

And as a result, the increase in Goals or Ecommerce Transactions

…Month-on-Month or Week-on-Week

+ Investigate increase in # of organic keywords used to get to the site

Analytics Data

Keyword Research

Content Development

Technical Optimisation

Link Development

Reporting & Analysis

UX

Copy

Design

Tech

PPC

SEO Tactics don’t work in a silo

To sum it up… In the absence of good analytics… People concentrate on:

The Process

In the presence of good analytics…

People concentrate on: Reaping Actionable Insights to inform their strategy…

…and fuel continuous change to the process through testing

So to sum up:

• Embrace your web analytics data

• Reap Actionable insights from the data and use it to empower your SEO strategy

• Set SEO success measurements based on incremental traffic/goals/sales

• Watch your ROI flourish

Thank you!

Email: contact@glowmetrics.com Twitter: @joannecasey LinkedIn: http://ie.linkedin.com/in/joanneellencasey