web123 seo tips for improving site performance-10-20-2011
DESCRIPTION
We uncover proven steps to move your website ahead in the online landscape. You will learn how to identify how your site stacks up against global web statistics recently released by Google, implement strategy “do’s” that will make your SEO go, and avoid the pitfalls of SEO “don’ts” that will negatively impact your campaign.TRANSCRIPT
5 SEO Tips for Improving Your Site Performance Strategies for staying one step ahead of the rest
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Contact us for a complimentary SEO Website Analysis.
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Housekeeping Items
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What‟s at Stake Search engine use is growing rapidly
Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
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Source : Jupiter Research, 2010
If you are not on the 1st page, you are invisible to most searchers
Search Engine User Behavior
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Developed by Avinash Kaushik, this process helps to identify the “critical few” metrics for your business and take action on them.
The Web Metrics Lifecycle
Define
Measure
Analyze Action
Improve or Eliminate
Source: “Web Analytics 2.0,” Avinash Kaushik
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Nov „09–Feb „10 Nov „10-Feb „11 Difference
Pages/Visit 4.9 4.5 -0.4
Bounce Rate 48.2% 47.0% -1.2%
Avg Time on Site 5:49 5:23 -0:26
Compared to a year ago, websites have seen reduced pages per visit, average time on site, as well as bounce rate.
Web Metrics Overview
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1 Traffic Sources Overview of different sources that send traffic to your site
2 Bounce Rate A critical measure of webpage’s relevance to a visitor
3 Time Spent on Website Metric used to assess visitor engagement and site usage
4 Conversion Rate Helps to measure outcomes, i.e. did visitor perform our intended action?
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda: Metrics We‟ll Cover
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1 Traffic Sources Overview of different sources that send traffic to your site
2 Bounce Rate A critical measure of webpage’s relevance to a visitor
3 Time Spent on Website Metric used to assess visitor engagement and site usage
4 Conversion Rate Helps to measure outcomes, i.e. did visitor perform our intended action?
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda: Metrics We‟ll Cover
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Overview of the different kinds of sources that send traffic to your site
Metric Defined: Traffic Sources
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The better you understand where your traffic comes from, you can gain insight into what kind of people are coming and why
Why This Metric Matters: Traffic Sources
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% Visits from
Sources Nov „09–Feb „10 Nov „10-Feb „11 Difference
Direct 36.5% 36.8% +0.3%
Referral 21.0% 19.4% -1.6%
Search Engines 27.0% 28.0% +1.0%
Other 15.5% 15.8% +0.3%
Direct traffic continues to lead the way at nearly 37% of overall traffic. Search engine traffic grew the most during same period YOY.
Google Benchmark Results: Traffic Sources
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Investigate Google Insights to compare long-term trends: www.google.com/insights/search
Recommendation #1: Improving “Traffic Sources”
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Select a mix of both “head match” and “long tail” keywords
Recommendation #1: Improving “Traffic Sources”
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1 Traffic Sources Overview of different sources that send traffic to your site
2 Bounce Rate A critical measure of webpage’s relevance to a visitor
3 Time Spent on Website Metric used to assess visitor engagement and site usage
4 Conversion Rate Helps to measure outcomes, i.e. did visitor perform our intended action?
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda: Metrics We‟ll Cover
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The percentage of single-page visits, i.e. visits in which the person left your site from the entrance page
Metric Defined: Bounce Rate
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Bounce Rate is an important measure of relevance
Why This Metric Matters: Bounce Rate
Bounce Rate is a great metric because…
It is hard to misunderstand
It is actionable, especially for identifying low-
hanging fruit
It measures customer behavior
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Average bounce hovers around 50%, i.e. half of visitors arrive on your website and leave with visiting any other pages
Google Benchmark Results: Bounce Rate
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Develop a mapping document that targets 3-5 keywords per page
Recommendation #2: Improving “Bounce Rate”
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1 Traffic Sources Overview of different sources that send traffic to your site
2 Bounce Rate A critical measure of webpage’s relevance to a visitor
3 Time Spent on Website Metric used to assess visitor engagement and site usage
4 Conversion Rate Helps to measure outcomes, i.e. did visitor perform our intended action?
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda: Metrics We‟ll Cover
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Represents how long people stayed on your site
Metric Defined: Average Time on Site
Cumulative Time Spent on
Website by All Visitors
Total Number of Visitors
Average Time
on Site
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Average Time on Site is an important measure of engagement
Why This Metric Matters: Average Time on Site
Time on Site is a great metric because…
It speaks to the stickiness of your content
It measures customer behavior
It is easy to understand
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Average time on site dropped to 5:23 in the 2010-2011 sample period – a drop of 26 seconds from prior period
Google Benchmark Results: Average Time on Site
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Recommendation #3: Improving “Avg Time on Site”
Consider your site’s thematic structure
• Thematically Group Pages
Around Keywords
• Link Pages Within The Same
Groups To Further Strengthen
Theme of Website
• Take advantage of
breadcrumb and footer link
navigational elements
Mobile
Enterprise
SMB
Other Relevant Internal Pages
Mobile SMB Enterprise
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1 Traffic Sources Overview of different sources that send traffic to your site
2 Bounce Rate A critical measure of webpage’s relevance to a visitor
3 Time Spent on Website Metric used to assess visitor engagement and site usage
4 Conversion Rate Helps to measure outcomes, i.e. did visitor perform our intended action?
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda: Metrics We‟ll Cover
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One of digital marketer’s favorite metrics for measuring outcomes
Metric Defined: Conversion Rate
Ask Yourself: How many visitors completed your intended action?
Outcomes (leads, sales,
form fill outs, etc.)
Total Number of Visits
Conversion
Rate
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Conversion Rate helps us prove the value of our digital marketing investment
Why This Metric Matters: Conversion Rate
Conversion Rate is a great metric because…
Compared to most online metrics, it is one of the
closest to actual business outcomes
It can be optimized for and improved!
It measures if our visitors are performing our
intended actions on the website
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Conversion rates vary by country, with the US conversion rate being approximately 1%
Google Benchmark Results: Conversion Rate
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Implement goal tracking and study your analytics
Recommendation #4: Improving “Conversion Rate”
Set up Goals
• Define conversions for your business goals
• Set your goal values
• Analyze which keywords are leading to more
conversions and work to strengthen them in your
links and content
• Consider removing poor-performing keywords from
your campaign
• Observe where visitors abandon the goal path and
analyze the data to determine why
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1 Traffic Sources Overview of different sources that send traffic to your site
2 Bounce Rate A critical measure of webpage’s relevance to a visitor
3 Time Spent on Website Metric used to assess visitor engagement and site usage
4 Conversion Rate Helps to measure outcomes, i.e. did visitor perform our intended action?
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda: Metrics We‟ll Cover
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5 Search Marketing and the Complex Sale
Source: http://hbr.org/2010/12/branding-in-the-digital-age/sb1
Then: The Funnel Metaphor
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5 Search Marketing and the Complex Sale Now: The Customer Decision Journey
Source: http://hbr.org/2010/12/branding-in-the-digital-age/sb1
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5 “Typical” Visitor Path Does Not Exist! Prospects arrive through a variety of digital channels: SEO, paid ads,
remarketing, display, referral, social, and more.
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Online attribution management tools can close the loop from first touch to closed deal
Allows for 360 tracking from initial keyword search to closed opportunity by uncovering
data from Analytics and CRM into unified view.
5 How to Measure ROI
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5 Why Digital Marketers Need This Full Funnel Digital Visibility
- Most marketers would
attribute sales to last
touch, i.e. “closers”
- Reality is that there are several
touch points before the “closer”
that influenced the purchase
decision
- Marketing currently gets no
credit for these!
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• SEO is Constantly Evolving: Take advantage of tools and resources
(many of them free!) to stay up to date on latest search marketing trends.
• Know Your Goals: Regardless of tactics utilized, don’t lose site of
overall strategy and expected outcomes.
• Prove the ROI: Continue to demonstrate the ROI of digital marketing by
measuring outcomes and reallocating budget to highest performing
channels.
Key Takeaways
Thank You!
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Contact Us about Qualifying for a Complimentary Analysis
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