introduction to seo & online measurement - pushon
DESCRIPTION
An introduction to search engine optimisation (SEO) and online measurement with the use of Google Analytics. Delivered by PushON to the tennants of Manchester Science Park on Friday 18th March 2011.TRANSCRIPT
e: [email protected] 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
e: [email protected] 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
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
SEO & Online Measurement
e: [email protected] 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
Awards
SEO & Online Measurement
e: [email protected] 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
Topics We Will Cover1. Search Engine Optimisation Basics2. Website Targeting3. Measurement of Traffic4. Google Analytics5. Actionable Insights
SEO & Online Measurement
e: [email protected] 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
1. Search Engine Optimisation
SEO & Online Measurement
e: [email protected] 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
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.
SEO & Online Measurement
e: [email protected] 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
What’s the benefit?
SEO & Online Measurement
Search Engine
Visibility
Increased Traffic £
• Measurable results• Brand Visibility• Cost Effective Customer Acquisition• Repeat Business• Low Cost & High Value• Increase traffic to a website
e: [email protected] 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
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).
SEO & Online Measurement
e: [email protected] 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
How does it work? (2)
SEO & Online Measurement
Crawl Index Query Rank
e: [email protected] 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: 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 & Online Measurement
e: [email protected] 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: 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.
SEO & Online Measurement
Your Website
Client Website
Business Directory
Business Partner
Social Network
e: [email protected] 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: 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
SEO & Online Measurement
Your Website
Client Website
Business Directory
e: [email protected] 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
2. Targeting
SEO & Online Measurement
e: [email protected] 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
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.
SEO & Online Measurement
e: [email protected] 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
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.
SEO & Online Measurement
Trending data for “solar PV”
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Applying this knowledgeThe insights gained from this keyword analysis can be invaluable in terms of targeting people on your website.
SEO & Online Measurement
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.
e: [email protected] 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
3. Measuring Traffic
SEO & Online Measurement
e: [email protected] 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
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
SEO & Online Measurement
e: [email protected] 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
Tools for measuring trafficThere are a number of tools available that work very well to monitor traffic and gain actionable insights.
SEO & Online Measurement
e: [email protected] 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
4. Google Analytics
SEO & Online Measurement
e: [email protected] 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
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!
SEO & Online Measurement
e: [email protected] 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
Analytics basic reports
SEO & Online Measurement
Conversion (goal) dataDashboard – visitor data
e: [email protected] 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
Analytics basic reports (2)
SEO & Online Measurement
Traffic sources dataE-commerce data
e: [email protected] 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
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.
SEO & Online Measurement
e: [email protected] 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
5. Actionable Insights
SEO & Online Measurement
e: [email protected] 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
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
SEO & Online Measurement
e: [email protected] 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
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
SEO & Online Measurement
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
e: [email protected] 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
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.
SEO & Online Measurement
e: [email protected] 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
Summary
SEO & Online Measurement
e: [email protected] 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
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)
SEO & Online Measurement
The Online Marketing People
e: [email protected] t: 0844 967 0565 f: 0844 967 0566 w: www.pushon.co.uk217 The Box Works, Worsley Street, Manchester, M15 4NU
Kieron Hughes, PushON Ltd.
Thank you for listening. Any questions?