introduction to seo & online measurement - pushon

e: info@pushon.co.uk t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU

The Online Marketing People

SEO & Online Measurement

Delivered by Simon Wharton & Kieron HughesFor Manchester Science Park18/03/2011

PushONPushON are an award-winning online marketing and web development agency based in Manchester but servicing clients throughout Europe We are a team of 14 who are specialists in:

• Website Build• Search Engine Optimisation (SEO)• Pay-Per-Click (PPC)• Search Engine Marketing (SEM) • Viral Marketing • Social Media Strategies• Email Marketing• Online Reputation Management• Online Marketing Consultancy

Awards

Topics We Will Cover1. Search Engine Optimisation Basics2. Website Targeting3. Measurement of Traffic4. Google Analytics5. Actionable Insights

1. Search Engine Optimisation

What is SEO?Defined as “the active practice of optimising a website by improving internal and external aspects in order to increase the traffic the site receives from search engines”. – SEOmoz, 2010.

What’s the benefit?

Search Engine

Visibility

Increased Traffic £

• Measurable results• Brand Visibility• Cost Effective Customer Acquisition• Repeat Business• Low Cost & High Value• Increase traffic to a website

How does it work?Search engines algorithmically rank websites based on their authority and relevance to the search query being entered.

A number of factors are used to determine which websites are ranked higher than others.

Code – Content – Connections - Conversion

There are no quick wins (unfortunately).

How does it work? (2)

Crawl Index Query Rank

SEO: On-site OptimisationThere are a number of “on-page” signals that search engines look for when they visit a website.

– Content– Page titles– Page headings– Structure– Internal linking

Page relevance is key.

SEO: Off-site OptimisationAlthough a lot can be gained by the search engines from looking at a website itself, external links (or “backlinks”) are judged as being the most important contributing factor for SEO.

Your Website

Client Website

Business Directory

Business Partner

Social Network

SEO: Monitoring & RefiningOnce a website is well optimised from a search engine point of view and external presence has begun to increase, refinements need to be made based on the data being monitored.

• Content additions• Tweaking of on-site optimisation• Social integration• Conversions

Your Website

Client Website

Business Directory

2. Targeting

Finding what people search forThe great thing about search engine optimisation, is that you can understand the terms and phrases that people actually search for within the search engines.

Finding when they are searchingNot only can approximate search volumes be researched for a limitless set of key phrases; trending data also allows us to understand seasonality, topical popularity and more.

Trending data for “solar PV”

Applying this knowledgeThe insights gained from this keyword analysis can be invaluable in terms of targeting people on your website.

a) Apply the data to existing pages b) Create new pages around the data

Retrofitting the keyword optimisation to each of the most

relevant pages across the website.

Developing new content pages specifically around the keyword opportunities from the insights

gained.

3. Measuring Traffic

Why measure traffic?Whether you have an “optimised” website or not, monitoring the traffic data is a must.

• Understanding the quantity of visitors• Analysing visitor profiles• Viewing popular content/pages• Monitoring visitor intent

Tools for measuring trafficThere are a number of tools available that work very well to monitor traffic and gain actionable insights.

4. Google Analytics

Benefits of using Analytics

• Monitor goal conversions & e-commerce• Monitor engagement (ie. time on site, bounce rate, etc)• Setup customisable reports• Advanced segmentation• Visual charts

Plus, it’s very easy to install and use!

Analytics basic reports

Conversion (goal) dataDashboard – visitor data

Analytics basic reports (2)

Traffic sources dataE-commerce data

Custom Reports

Custom reports can be setup to provide dashboard-like overviews of data that you deem to be most important for various areas of your website.

5. Actionable Insights

So how does Analytics help?Google Analytics provides actionable insights, such as:

• Which pages are not working (to convert)• Where people are dropping out in the conversion process• Which areas of the site have low engagement• Which traffic sources provide the least value

What can you do with this data?Once you’ve setup goals and basic reports, the data is then there for you to use to improve your website.

Example:

Low engagement

1. Identify sections with low bounce rate, and average time on page (compared with others)

2. Analyse the sources of traffic3. Consider things that can be done to

encourage engagement on the page4. Implement the changes and monitor

Analytics to see the affect

What can you do with this data? (2)

The various visualisation options in Google Analytics allow you to understand potential improvements that could be made to your website without doing a lot of in-depth analysis.

Summary

Key Take-Away Points• SEO is an ongoing process, and there are no quick wins• A combination of on-site & off-site optimisation are needed• Use available data to actually see what people are searching for• Measure as much data as you can (even if you don’t use it all)• Use reporting options to monitor your KPIs• Ensure you are always monitoring and refining

Finally...Setup Google Analytics yourself (or ensure you have admin access)

Kieron Hughes, PushON Ltd.

Thank you for listening. Any questions?

introduction to seo & online measurement - pushon

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