Advanced SEO

Steve BurgeDecember 4th, 2008

The MoneyBall Question

The MoneyBall QuestionHow can poor teams compete?

Salaries

The Realisation Other teams choose

players on instinct.

They don’t use any objective values.

The Old Way

“He looks like a good player …”

The New Way

“I know he’s a good player.

Most People Still Do This:

“It looks like a good keyword …”

The Question

This is the fundamental baseball question:

How much do players cost, compared to how many games

they win you?

The Question

This is the fundamental SEO question:

How much do visitors cost you compared to how much they

earn you?

The Solution

This is the fundamental solution:

Track and value the visitor from origin to sale.

• It costs us 10 cents per userIt costs us 10 cents per user• 1 in 50 users purchases• One average purchase makes us $10• $10 profit from $5 spent

What We’re Up To

Step 1: Get the DataA) WoopraB) GoogleC) Others

Step 2: Use the DataA) GoalsB) FunnelsC) Adwords

Part 1: Get the Data

A) Woopra

Woopra = Right Now Analytics

The Babe Ruth of Analytics

Woopra1) Details on Users

2) Start a Chat …

Woopra2) Live Keywords

Woopra3) Instant Alerts

Woopra Installation

1) Sign up at Woopra.com (PC only)2) Wait for approval3) Download RokWoopra4) Install as a plugin on Joomla 1.5

Woopra Pros + ConsPros• Can track registered users• Great SSL support for E-Commerce• Much better live stats than GoogleCons• Difficult to dig deep and compare

stats• Sometimes slows the site a little• No natural integration with Adwords

B) Google AnalyticsGoogle = Long-Term Analytics

The Alex Rodriguez of Statistics

Google Analytics1) Easy to Compare Long-Term Trends

Google Analytics2) Huge Range of Stats Collected

Google Analytics3) Fantastic Reports Emailed To You

Google Analytics4) Graphical Site Overview

Goggle Analytics Installation

1) Sign up at google.com/analytics2) Enter a site3) Place the code at the bottom of

your template’s index.php above the </body> tag

Google Pros + ConsPros• Great for digging deep• Clear, easy interface• Integrates with other Google toolsCons• Doesn’t play well with SSLs• Stats are always several hours old• No special Joomla integration

C) Others

• Do: Step outside this list with CrazyEgg.com, Omniture.com

• Do: Use AWStats / Analytics from Hosting Companies

• Don’t: Use Joomla extensions• Don’t: Make your stats public

C) OthersWhy use several? Stats vary.

Part 2: Use the Data

A) GoalsGoals = Users performing a single

action

GoalsGoogle will track how many times that

action is completed.

GoalsTrack which sites send users who

complete your goal:

Here Adwords is the worst performer and MSN the best!

GoalsYou can tell Google what the goal is

worth to you:

If you don’t know, find out!

Google will then track it:

GoalsSee which keywords convert well

Some keywords like “coupon code” show great user intent.

http://adlab.msn.com/Online-Commercial-Intention/

Goals Installation1) Go to Google Analytics2) Click edit by a domain name3) Click edit by one of the goals4) Enter the page you want people to

reach

B) FunnelsFunnels = Multiple Steps to a Goal

1) Register 2) Choose a plan

3) Checkout 4) Thank You!

FunnelsGoal tracks user dropout at each

stage:

Funnels InstallationAdd more URLs when creating a goal:

C) AdwordsAKA: a quick way to burn money

Adwords… not when you can track

conversions. Google will show which keywords lead to people completing goals.

Install Adwords Conversions1. Login to Adwords2. Click “Conversion Tracking”3. Click “Create your first action”4. Follow the steps5. Place code on the final page

Voila!You know what visitor X is worth to

you.

Over to You …

Next Step1) Expert: Try Barrie’s Black Belt

Joomla class tomorrow. He’s talking about Google Website Optimizer – the next step on this path.

2) Basic: Try my classes tomorrow:• Make Google Love You = SEO Intro• Web Marketing = Joomla SEO intro