Intro to Analytics + SEO

Art Center Interactive Design 4 | Week 10 | Joy Liu

Analytics

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Why do we care about collecting data?Now, design and concepts can be measured and quantified.

Source of Quantitative Data- which page do users “close the tab” on the most - which page do users enter - where do users come from - what are users doing on each page of the site - how long do users stay on each page of the site - what are users doing with the content on the site

They all look interesting…

What’s meaningful/actionable data?

Key Performance IndicatorsHow do we define and measure success towards a goal?

Joe Leech, http://www.cxpartners.co.uk/cxblog/big_list_of_ux_kpis_and_metrics/

Classic Conversion (sales / visits) Product page conversion (sales / visits to product page) Funnel analysis Basket abandonment Bounce rate Sales Leads Subscribers Unique visitors Returning visitors Page views per visit Visit to order ratio Load time

Registrations Visit / session length Page views per visit Time on page Time on site Form abandonment Failed internal search Referring pages / links Geographic locations Print page

Banners Click through rate Impressions

Financial / sales / business Average order value Basket value Profit margin Average sales price Cross sell Gross margin Category margin Cost per lead Customer acquisition cost Lifetime customer value Average customer value Membership / subscription churn

But…

without any actionable insight, it’s just numbers.

Empower your data- Set a reason - Set a time period - Set a baseline - Set an action based on your finding

I want to know if feature x increased the conversion rate of this website.“ ”

3/18 — 3/24

3/11 — 3/17

Web Analytics Tools- Google Analytics - Mixpanel - Piwik - Clicky - KISSmetrics - Optimizely - ClickTale

Search Engine Optimization

Remember him?

Well… Google is the boss now!

It’s all about the first place.

It’s all about making you click.

Minor changes in text

Search Engine Land, http://searchengineland.com/seotable

Search Engine Land, http://searchengineland.com/seotable

Quality Are pages well written & have substantial quality

content?

Search Engine Land, http://searchengineland.com/seotable

Titles Do HTML title tags

contain keywords relevant to page topics?

Search Engine Land, http://searchengineland.com/seotable

Crawl Can search engines easily

“crawl” pages on site?

Search Engine Land, http://searchengineland.com/seotable

Quality Are links from trusted,

quality or respected web sites?

Search Engine Land, http://searchengineland.com/seotable

Authority Do links, shares & other

factors make site a trusted authority?

Search Engine Land, http://searchengineland.com/seotable

Reputation Do those respected on social networks share

your content?

Search Engine Land, http://searchengineland.com/seotable

Country What country is someone

located in?

Things we already know- Links - Content Relevancy - PageRank: Google’s algorithm to rank sites

- Penguin - Panda - Hummingbird

New factor: Social Media- Shares - Likes - Tweets - +1s - Pins

New factor: Google Authorship

Find trending keywords- Google Analytics - Google Keyword Planner - SEMrush - Search Engine auto-suggestions - Alexa

Do your meta tags- title - description - URL - open graph tags (for Facebook/Twitter)

Feed the crawler- Do your H1, H2, H3 properly - engaging images/videos with well-written alt tags - lots of text relevant to your page topic

Additional Training- Analytics Academy: https://

analyticsacademy.withgoogle.com/explorer - Moz: http://moz.com/learn/seo - Google SEO Guide: https://support.google.com/

webmasters/answer/35291