presentatie google, seo en google analytics door brightsol
TRANSCRIPT
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DIGITAL MARKETINGSEO & GOOGLE ANALYTICS
12-05-2015 | Christian van ’t Hof
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PART 1GOOGLE & SEO
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Products of Google
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Google products for online marketers
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Google products for online marketers
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SEARCH ENGINE OPTIMISATION
WikipediaSearch engine optimization is the process of affecting the visibility of a website or a web page in a search engine’s "natural" or un-paid ("organic") search results.
SearchEngineLandSEO… is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines.
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Search Engine Results Page (SERP)
SEARCH ENGINE OPTIMISATION
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Search Engine Results Page (SERP)
Rank # Click Throughs %
1 8,220,278 42.30%
2 2,316,738 11.92%
3 1,640,751 8.44%
4 1,171,642 6.03%
5 943,667 4.86%
6 774,718 3.99%
7 655,914 3.37%
8 579,196 2.98%
9 549,196 2.83%
10 577,325 2.97%
SEARCH ENGINE OPTIMISATION
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Google Algorithm
Domain Factors- Domain name- Domain age- Exact match domain name- Country extension
Algorithm Rules- User search history- User browsing history- Local searches
SEARCH ENGINE OPTIMISATION
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Google Algorithm
Page-level Factors- Keyword in title tag- Title tag starts with keyword- Keyword in description tag
On-site Webspam (Negative)- Redirects- Ads above the fold- Hiding affiliate links
SEARCH ENGINE OPTIMISATION
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Google Algorithm
Site-level Factors- Content provides value and unique insights- Number of pages- Mobile optimised (since 21 april of 2015)
Brand Signals- LinkedIn company page- Facebook page with likes- Brand name on news sites
SEARCH ENGINE OPTIMISATION
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Google Algorithm
Backlink Factors- Alt Tag- Social shares- Links from authority sites
Social Signals- Number of Tweets- Facebook shares- Pinterest pins- Verified Google+ Authorship
SEARCH ENGINE OPTIMISATION
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Google Algorithm
User Interaction- Bounce rate- Direct traffic- Chrome bookmarks- Dwell time
Off-page Webspam- Unnatural links- Penguin penalty- Links from the same ip- Selling links
SEARCH ENGINE OPTIMISATION
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SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION
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SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION
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SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION
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SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION
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SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION
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SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION
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SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION
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PART 2GOOGLE ANALYTICS
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GOOGLE ANALYTICS
Web AnalyticsWeb analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimising web usage
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GOOGLE ANALYTICS
“What data would you like to get from your website?”
Question time
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GOOGLE ANALYTICS
Analytics Main Elements
✦ Hits✦ Page Impressions / Views✦ Visits✦ Unique Visitors✦ Pages/Visit✦ Average Visit Duration✦ Bounce Rate✦ Percentage of New Visits
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GOOGLE ANALYTICS
Google Analytics - Dashboard
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GOOGLE ANALYTICS
Google Analytics - Main Elements
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GOOGLE ANALYTICS
Google Analytics - Dashboard
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GOOGLE ANALYTICS
Audience - Overview
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GOOGLE ANALYTICS
Audience - Demography
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GOOGLE ANALYTICS
Audience - Geography
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GOOGLE ANALYTICS
Audience - Distribution and page depth
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GOOGLE ANALYTICS
Audience - Browsers
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GOOGLE ANALYTICS
Audience - Devices
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GOOGLE ANALYTICS
Acquisition - Overview
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GOOGLE ANALYTICS
Acquisition - Source
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GOOGLE ANALYTICS
Acquisition - Source vs Device
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GOOGLE ANALYTICS
Behaviour
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GOOGLE ANALYTICS
Conversions