chewy trewella - succeeding online using free google tools

Google Confidential and Proprietary 1

Succeeding online using free Google tools

2Google Confidential and Proprietary 2

Google Analytics Overview

Benefits for Marketers

• Understand how visitors engage with your site

• Compare performance of all marketing efforts from emails to keywords to offline campaigns

• Integrated with AdWords but also tracks non-Google campaigns

• Identify areas for site improvement

• Pinpoint breakdowns in conversion processes

• Track e-commerce metrics, such as revenue, average order value, and conversion rates

Free, hosted web analytics tool that helps advertisers improve their sites and increase their marketing ROI


Google Analytics Overview

Benefits for Marketers

• Understand how visitors engage with your site

• Compare performance of all marketing efforts from emails to keywords to offline campaigns

• Integrated with AdWords but also tracks non-Google campaigns

• Identify areas for site improvement

• Pinpoint breakdowns in conversion processes

• Track e-commerce metrics, such as revenue, average order value, and conversion rates

Free, hosted web analytics tool that helps advertisers improve their sites and increase their marketing ROI


Am I creating effective content?

How do I improve site interaction?

How can I make my marketing campaigns more

effective & accountable?

How are users engagingwith my site?

Google Analytics: Free, Quick to Install, Easy to Use

Providing Answers to Difficult Questions

Where and why are visitors abandoning my

shopping cart?


Utility for an Entire Organization

• Track ROI on all online initiatives from a single report

• Identify long-term trends in online marketing programs Executives

• Capture the most conversions at the lowest possible cost

• Target high return regional markets and market segments

• Test various advertising creative for each of your campaigns

Marketers

• Demonstrate the value of your site usability improvements

• Show how your site design decisions improve website ROI

• Identify web design parameters like visitor connection speeds and browser types

Webmasters


Key Features

• Easy to set-up and start gathering actionable data

• Powerful reporting includes:– Advanced Segmentation

– Custom Reporting

– Motion Charts

– Defined Funnel Navigations

– Geo-Location Report

– CPC vs. Organic Report

– Keyword Considerations

– Campaign ROI

• Free!Free!


Key Features

View all of your Marketing campaigns within Analytics:

• Automatically integrated with AdWords

• Track other online campaigns using URL Builder

• Use Geo Location reports to help measure offline campaigns


How It Works

Secure Google Servers

Report Data


Reporting


Dashboard

• Customizable

• Drag and drop reports to edit layout

• Email individual reports or schedule regular updates

• Export data to PDF and XML


Report Structure

5 Main Navigation Categories:

• Visitors– Visitor information such as loyalty, language,

and location

• Traffic Sources– Natural and paid sources of traffic, includes

AdWords reports

• Content– Pageview information

• Goals– Conversion rates and goal paths

• Ecommerce (if enabled)– Commerce tracking, visitor loyalty, revenue

sources, and product-specific information


Site Content

• Learn where users are going on your site and how long they are staying there• View trends for every page• Segment the page data to see greater detail


• See which countries, regions and cities are driving traffic to your site

• Compare visitors from different areas

• Learn how they differ by conversion and value

Geography & Location


Goals & Navigation


Track All Goals/Conversions

• E-Commerce• Lead Generation• Brand & Product Awareness• Member Acquisition

Potential Goals:

Purchases

Downloads

Registration


Goal Reporting

Analyze conversion data over time on macro or micro levels


Convert Visitors to Customers

Eliminate bottlenecks in your conversion process

Your visitors

Shopping Cart

Checkout

Thank You Page

Your Customers

Pinpoint where you lose visitors and duplicate successful paths

Product Information1

2

3

4


Funnel Reporting

• Examine where visitors enter and exit your conversion process• Identify which site paths lead to the most goal completions• Use your findings to test changes to your site

Entering the funnel Leaving the funnel

Defined goal


Navigation

Analyze how traffic moves through your site from entrance through goal completion


Optimizing Marketing Campaigns


Analyze All Marketing Campaigns

Determine which marketing initiatives are driving the best

traffic to your site

Banner Advertising

Search Marketing

Email Marketing

SEO, Referrals, Affiliate Programs & Offline


Evaluate Your Campaigns

• See which marketing strategies are most effective• Analyze performance at the keyword level• Evaluate your ROI based on goal values you have defined


Leverage Organic Search

• Discover what users search for to reach your site

• Identify organic keywords that convert but are not included in your current marketing campaigns

• Start bidding on new keywords


What’s New

25Google Confidential and Proprietary

Advanced Segmentation

25

• Isolate and analyze subsets of your traffic post-data capture• Compare segments and key performance metrics side by side • Analyze your traffic with predefined or customized segments


Custom Reporting

26

• Create, save, and share reports that are important to your business• Simply drag-and-drop dimensions and metrics for customized reports


Motion Charts

27

• Visualize data in four different dimensions and see how they change over time• Quickly and easily uncover trends, anomalies, and seasonal changes


Account Management Interface

28

• Login dashboard overview with KPIs help users monitor accounts • New navigation & interface helps users easily find and move between accounts & profiles • Find account / profile box quickly locates desired account among many


Analytics Data Export API – private beta

29

• Users can develop client applications to view Analytics data in the form of Google Data API feeds

• Export Analytics data for any type of use: integrate Analytics data with other data sources, build custom dashboards, visualizations or interfaces, do offline analysis


AdSense Integration in Analytics – private beta

30

• Gain deeper insight into your site's traffic & monetization metrics with data unavailable in AdSense alone

• Find out which pages generate the most revenue, which referrers send the highest monetizing traffic, and how these and other metrics trend over time

• Optimize site content and user experience with more detailed visitor information with ability to segment AdSense data by city, browser, OS, etc.


Internal Site Search

• Understand how your users are searching on your site• Leverage this knowledge to optimize your site content and keyword campaigns


Multi-Line Graphs

Compare your metrics from within the same graph


Integration


Tools for Each Step in the Marketing Process

Fisher Price toys

Traffic from variety of marketing campaigns

Test

Website Optimizer

MeasureDrive

Track visitor behavior on your own site & assess campaign effectiveness

Test different creative to improve on-site conversions

Monitor macro-level trends

1 2 3


Integration Points

Connect with your users in innovative ways• Measure the impact of offline marketing and PR efforts

• Test product messaging and visuals in real time

• Build psychographic profiles for your audience base

• Identify weak areas and improve site infrastructure

Print Ad PR Mention

EmailNewsletter

SearchCampaign

LaunchRadioSpot


Website Optimiser


Website Optimizer Product Overview

WHY

WHAT

WHEN

HOW

Google’s Website Optimizer is a free testing tool which helps website owners test what combination of site content drives the most conversions

Website Optimizer is designed to help online marketers convert more visitors into customers

Website Optimizer is currently available to all users, either through the AdWords interface or via the standalone version

Either log in to your Google AdWords account, or access the standalone version at: www.google.com/websiteoptimizer


Website Optimization: why is it important?

•Visitors spend an average of 8 seconds* before deciding whether or not to remain on a website

• Search engines and AdWords drive traffic and analytics solutions provide data on conversions, but they do not drive the visitor beyond the landing page

•Website Optimizer helps you convert these visitors into buyers by increasing conversions, and subsequently, your ROI

Website Optimization is a key step in increasing ROI

*MarketingSherpa, Landing Page Handbook, 2005


Just look at the bottom line

People who arrive on your site = 10,000

People who do not bounce (60%) = 6,000

People who convert (2%) = 120

Value of sale to you = $57

Total Return = $6,840

Before Free Site Testing After Free Site Testing

People who arrive on your site = 10,000

People who do not bounce (65%) = 6,500

People who convert (3%) = 195

Value of sale to you = $57

Total Return = $11,115

Evolve faster than your competition by testing

Remember, it’s easier to double profits by doubling conversion rates than by trying to double traffic – Website Optimiser is designed with this in mind


Website Optimization: How it works?

Test variations of the same page

Customers Visit your Website

1/3 visitors

1/3 visitors

1/3 visitors

14% Make Purchase

20% Make Purchase

2% Make Purchase Customers Convert

Original

Combo 1

Combo 2

Winning ComboWinning Combo

Google Confidential and Proprietary

This Is What You’ve Told Us

I know the problem areas of my website but I don't know what to do about them.

I have a low conversion rate but don’t know how

to improve it

I want to test out different marketing messages but I

don’t know how

I want to improve my website but the only

solutions available are expensive 3rd party

products or consulting services

I don’t know which page design will work the best


Web’s #1 Testing Platform

Benefits Free

Easy to use

Does not impact SEO

Backed by Google

Increases in conversions >25% not uncommon

Discussion groups, tutorials, consultant network

Features A/B Split Testing

Multivariate Testing

Follow Up Testing

Works with ALL traffic

Statistical Analysis

Platform Independent

Quarterly feature updates

42


A/B and Multivariate Testing


A/B: Test whole pages

Original Page (A) New Variation (B)

New Variation (C)


Multivariate: Test multiple “Sections” of Your Page

??

Test a headlineTest a headline

Test an imageTest an image

A “section” is any area of your page where you’d like to test alternative copy or creative


Multivariate: Test Multiple Sections and Combinations



2 different headlines

x 3 different images

= 6 possible combinations


Section 1

Section 2

Section 3

Section 4

Section 5

Detailed Graphical Reporting

• Reports are available in two formats

– Combinations Tab shows how each combination affects overall conversions

– Page Sections Tab rates how each section contributes to overall conversions as well as how each individual creative performs


Combinations Tab

Combination 10 is performing the best

Combination 10 is performing the best

Bars represent relative improvement

Bars represent relative improvementAbility to disable bad

performing combinations

Ability to disable bad performing combinations


Section 1

Section 3

Section 4

Section 5

Section 2

Page Sections Tab

Section 1 strongly influences conversions

Section 1 strongly influences conversions

Variation 2 shows promise but the overall section

contributes little to conversions

Variation 2 shows promise but the overall section

contributes little to conversions


A/B test: Straightforward setup process


A/B test: Name your experiment


A/B test: Identify test page


A/B test: Identify conversion page


A/B test: Install and validate Javascript tags


A/B test: Preview and start experiment


Case study: Simple test big results

Original Picasa download page


Case Study: 3 areas of focus + 4 simple hypothesis …

Hypothesis #1:

It is always better to describe user

benefits than product features

Hypothesis #1:



Hypothesis #2:Links receive more clicks than buttons


Hypothesis #3:

“Free” offers are more desirable than “trial” offers

Hypothesis #3:


Hypothesis #4:

If you have an attractive product, flaunt it

Hypothesis #4:



Case Study: Three simple experiments

OR?

OR?

OR?

Find, organize and share yourphotos.

Original (A)

The easy way to share and manage your photos.

No Picture

New (B)


Case Study: Assumptions were wrong

Hypothesis #1:



Hypothesis #1:





Hypothesis #3:


Hypothesis #3:


Hypothesis #4:


Hypothesis #4:



Case Study: Simple test increased downloads by 30%

New Picasa download page

New page increased conversions by 30%


External Case Study

63Example provided by Conversionworks.co.uk

Larger, More Fields, Below the FoldPage B

Page B Increased quotes by 40%!

Which Page Converts Better?

Smaller, Call to Action, Above the Fold, Less FieldsPage A


External Case Study

64Example Provided by LunaMetrics

Customer decided to test new changes to the existing homepage

Existing HomepageExisting Homepage


External Case Study

65Example Provided by LunaMetrics

The new so called “improvements” cut sales by half

All new site content should be tested to ensure the new changes do not negatively effect the conversion rate

Added new sidebarAdded new sidebar Added new service offeringAdded new service offering


Understanding searchGoogle and Search Results


Overview

Google's mission is to organize the world's information and make it universally accessible and useful.


Online trends

Every day 100 million videos are served onlineSource: Comscore

Around 60 billion email messages are sent dailySource: Deutsche Telekom

Every month hundreds of millions of people search on Google

Source: Comscore

10-25% of the web is new every time Google indexes it!Source: Google


How Search WorksFundamentals of Crawling, Indexing, and Ranking


Life of a Query

Before the Search…

www

Buildindex

Crawl web Calculate PageRank


Crawling the Web

We’re downloading a copy of the web

How we’ve become more intelligent about it:

• Understanding non-HTML content

• Working with partners to get “deep web” content

• Letting webmasters control crawl speed

We crawl continuously, scheduling visits to each page intelligently to maximize freshness

www


Calculating PageRank™

PageRank (PR) is a measure of the “importance” of a page based incoming links from other pages. It is one factor we use to rank results.

Each link from A to B adds some amount PR to B based on the PR and outbound links of A

PR is calculated for billions of pages and recorded for use in ranking

Both links count…But Link #1 counts more.

Bbc.co.uk(PR = 9)

myblog

Link #1

Link #2

your site


Building the Index

This is like the index of a book; a mapping of words to the pages on which they appear. The Web is our book.

We keep a posting list of all the words we see and for each word on each page, record to the list where it occurs.

We then break up the index into shards and distribute them to many computers

When a user enters a query such as “Frans Bauer” each computer searches a small piece of the index for matching pages


Life of a Query

During the Search…

www

Scanindex

Submit query Route Fan out

Select documentsRank resultsPresent results

www


Ranking: How we do it

We order pages based on relevance and importance• 200+ quality signals, many ranking change proposals every month

Importance (query-independent)• The popularity and authoritativeness of a page, calculated when index was built. On Google,

this factor is known as PageRank

Relevance (to query)• How well the content of a specific page (not site) matches the user’s search query, taking

into account signals like # times the word appears, where it appears, anchor text of linking pages, etc.

Ranking’s goal is to list the most useful documents from the selected set in order.


Goals of ranking

We create general methods to improve our ranking that are scalable, impartial and provide benefit to users

Hard problem: 25% of queries have not been seen in 3 months

• Hard problem 2: 10-25% of the web is new each time we crawl it

Considerations

• the query (intent, query variations, language)

• the user (web history, location, task)

• the content (page rank, reputation, quality, language)

• the web (changing content, current events)


Webmaster GuidelinesAnd Basic Site Preparation


Basic site preparation

Discoverable– Can your site’s pages be found by Google?

Indexable– Can your site’s URLs be indexed?

– Are they unique?

Content– Is the content useful? Will user searches match?

– Is the structure and content of the page clear to Google?

Rank– How well do your site’s pages rank?


Webmaster Guidelines


Webmaster Guidelines: Site Structure

• Parameters It helps to keep the parameters short and the number of them few.

• Good: http://www.google.com/search?q=amsterdam

• Bad: http://maps.google.com/maps?f=q&hl=en&geocode=&q=amsterdam&ie=UTF8&z=11&iwloc=addr



• Directory structure Make a site with a clear hierarchy and text links.

• Good:

• Bad:



• Link structure: Every page should be reachable from at least one static text link.



• Redirects: Google recommends that you use fewer than five redirects for each request./

/index.asp

/index.asp?jsessionid=weiru4895u89ur8932


Webmaster Guidelines: Title and Snippets

• User Queries: Think about how users actually search – not just what the brand manager says.



• Title: Make sure that your TITLE tags are descriptive and accurate.

• Heading: does this follow the title, and continue the theme?

• Keywords: are they relevant terms?



• Snippets: Different sources are used, including META tag for each page. Make sure they are descriptive of that page.


Webmaster Guidelines: Body Text

• Check your site: Use a text browser such as Lynx to examine your site, because most search engine spiders see your site much as Lynx would.



• Flash, JavaScript, etc: If fancy features keep you from seeing all of your site in a text browser, then search engine spiders may have trouble crawling your site.

• Like YouTube, use HTML for the majority of each page, and use Flash or Javascript sparingly to provide rich content.



• Images: Make sure that your ALT attributes are descriptive and accurate.

• GoogleBot can’t read images, so help it to understand them.


Webmaster Guidelines: Test and Measure EVERYTHING

• Analytics• Website Optimiser


Webmaster Guidelines: Test and Measure EVERYTHING

Track all sources of traffic – not just Google Adwords

All search engines (both paid and natural) are supported

As well as referring sites, directories, etc.


Hot TopicsGeo-Localization, Universal, Flash, Robots, Duplicates,

Paid Links


Different Results for Different Locations


Universal Search

• News/News Archive results Submit your site for inclusion in Google News/News Archive

• Image results Opt-in to the enhanced image search

• Local results Upload your locations to Local Business Center

• Video results Host your video content on YouTube or submit your feed in Webmaster Tools.

• Blog results Add your blog’s web feed to Google Blog Search


Searching Flash content

Flash can be great for high quality user experiences

Most search engines don’t index Flash movies

Google has a “first generation” Flash indexing solution

We’re improving Flash indexing

Many online video sites use Flash for rich content, but HTML for descriptive information.


Flash indexing today - best practices

Advantages:

• A rich user experience

• Flash sites can be highly interactive and “magical”

Disadvantages:

• Search engines struggle to read it

• Many users can’t access it: screen readers, mobile devices, Linux

Best practices:

• Use Flash for content, use HTML for navigation


Flash best practice recommendations

Use HTML for navigation, Flash for page content

• Allows us to see all the pages of your site

Use the description meta tag

• Gives us text to index if we can’t access your content

Use text tracks within Flash

• Google can extract text tracks, but not text burnt into images

Create an HTML version of your site for non-Flash users:

• Google can navigate and index this

• Great for users with page readers etc.

• Avoid cloaking: don’t show different versions based on user-agent

100



101


Robots exclusion protocol (aka robots.txt)

Robots Exclusion Protocol

• Tells search engines what not to index

Created in June 1994. Now de-facto standard

• Ongoing work to improve

102


Simple examples

Robots.txt (top-level directory, text file):

user-agent: googlebot

disallow: /logs/

allow: /logs/introduction.html

META tags (HEAD section of HTML):

<meta name=“googlebot” content=“noindex”>

103


Policy and per-page

Use robots.txt for:

• general rules about directories to exclude

Use META tags for:

• Per-page control

• Control when you don’t have access to robots.txt

104


Sophisticated control

Exclude files by type:

disallow: *.ppt$

Control snippets and cache display:

<meta name=“googlebot” content=“nosnippet, noarchive”>

• Useful for temporary content

• Use with care


Site Owner ResourcesWebmaster Central, Webmaster Tools, Sitemaps

106


Our goal is high-quality, objective search results

Our goal is to have the most relevant, useful search results on the web.

We strive to provide scalable, equitable support for all webmasters and all sites, large and small.

By some estimates, there are 100 million sites on the web, so we need something really scalable.

107


Life of a Query

Before the Search…

www

Buildindex

Crawl web Calculate PageRank

108


http://www.google.com/webmasters

Webmaster Central

109


Questions Webmaster Central Can Answer

How can I improve my site's visibility in the web index?

How can I tell Google my desired geographies?

Where is my Google traffic coming from?

How do I ensure all my pages are indexed?

How can I change the snippet (or sitelink) under my site?

What’s the best way to redirect traffic?

110


Google Webmaster Tools

A free and easy way to improve your site’s visibility in Google search results

Available in 22 languages

111


“Dashboard” provides an overview of your account

• See the status of the websites and sitemaps in your account

Your websiteSitemap status

Verified status

112


“Site Verification” gives you detailed reports

• Site verification ensures that only the true site owner gets access to detailed site statistics• You can get site statistics before you submit a Sitemap

Verification optionsVerification status

113


Diagnostic reports help you troubleshoot crawl errors

• Overview shows a quick snapshot of crawl and indexing status of your site• Alerts webmasters about some violations to the webmaster guidelines

Message center alerts

Index summary

114


Crawl errors show you which pages were problematic

• See error types for specific URLs to quickly identify and easily fix issues

Page Type: web, mobile

Crawl error summary

Error detail

Date stampURLs with

errors

115


Mobile crawl errors show you which mobile pages had problems

• See error types for specific mobile URLs to quickly identify and easily fix issues

Mobile CHTML crawl errors

Mobile WML/ XHTML crawl errors

116


“Top Search Queries” show queries that drive traffic to your site

• See your top 20 search query and search query clicks statistics• Top position shows you where your pages were listed per search query• Timeline shows query stats in the past • Easily export a report with CSV download feature

Search queries = impressions in search results

Position per query in search results

Query Clicks = Traffic

More stats

% out of the top 20 queries

Timeline = Historical views

117


Mobile web statistics show traffic from mobile devices

• See top searches from mobile devices and top searches on mobile web.

Searches from mobile phones, PDAs, etc.

Select geographic specific domains

118


“What the Googlebot Sees”

• See common phrases & keywords on your site and in links to your site

Words on your site

Links to your site

Page type Encoding

119


“Crawl Stats” show your page distribution in Google

• See distribution of crawled pages

PageRank distributionURL with highest PageRank

120


“Index Stats” shows how your pages are indexed

• Learn more on how your pages are included in the Google index with advanced search operators

Type of advanced search operator

121


Links show which pages are linked outside your domain and how often

• See the pages with the most links pointing from your own site & outside sites• Easily download full site data with CSV download feature

# of links from outside websites

URLs in your site

URLs in your site

# of links from within your site

122


123


Sitelinks shows generated sitelinks and blocking controls

• Sitelinks are automatically generated listed under search results to help with site navigation• View generated links, block links you do not want visible in search results, and provide feedback on inaccurate sitelinks

Current blocked sitelinks

Automatically generated sitelinks

Provide feedback on sitelinks

124


Re-inclusion request, spam report, paid links report forms

• Lets webmasters tell us when they fixed quality violations to help get back in the index faster• Requests from Google webmaster tools are more “trusted” because they are from a registered user• Spam & paid links report to help webmasters be good citizens to report spam results and websites selling/buying links

125


Robots.txt analysis helps to improve your coverage

• Confirm your robots.txt URL, status, “last downloaded”, and homepage access• Test against different Googlebots including search, content, mobile, and image

Date stamp and status

Test against different Google crawlers

126


Set crawl rate

• View 90 day Googlebot activity and load on your servers• Adjust crawl rate

Choose crawl rate

Kilobytes/day downloaded by Googlebot

Average page download time

# pages crawled - includes URLs that point to same page

127


“Geographic target” allows you to associate a site with geographic region

• Submit geographic data for an entire site or site subdirectory

Specify full or partial geographic information

128


“Preferred domain” lets you tell us how you want URLs to be displayed

• You can choose www or non-www, or opt not to set an association

129


“Enable enhanced image search” to enhance search visibility of images on your site

• You can choose to let Google gather additional metadata about your images using Image Labeler• More metadata = relevant image search results

130


“Remove URLs” allows you to remove a URL, subdirectory, or site from the Google index

• Request a removal in 3 steps:

Step 1: Make a New Removal Request

Step 2: Select Removal type (site, sub directory, URL)

Step 3: Submit URL path

131


Sitemaps: make sure we know about your site

The problem: islands of links

• Pages that aren’t linked from outside your site

• Search engines can’t find these

The problem: crawling large sites

• Crawl of very large sites is limited

• If we know when pages have changed, we can optimize crawling

The solution: Sitemaps

• The open standard for providing a list of all your pages

• Supported by Google, Yahoo, Microsoft and Ask

132


Keep Google informed of all your pages1

2 Increase coverage of your pages in the Google index

WWW

Web crawl

Sitemaps enhances the web crawl

Google.com

Help improve the visibility of your pages on Google

Sitemaps: how they work

Your Site

133


Submitting your Sitemap improves the visibility of your URLs

134


Submitting your Sitemap improves the visibility of your URLs

Status of your sitemap

Your sitemap

• Tell Google about every page on your site

135


Additional types of Sitemaps: Mobile Sitemap

Webmasters can submit Sitemaps of URLsthat serve mobile content into Google’s mobile index

Mobile Web results:'bbc'Results 1 - 10 of about113,000.1 BBC - WAP - BBC NewsBBC Sport Ashes 2005Highlights Entertainmentwww.bbc.co.uk/mobile/

2 bbc.co.uk/mobile - BBCNews BBC Sport Filmsnews.bbc.co.uk/mobile/

• Mobile content isspecifically designedto fit the small screensof mobile phones anddevices

• Supported markuplanguages includeXHTML, WML, andcHTML

136


Add a Sitemap in 3 steps

Step 1: Create a Sitemap with the Sitemap Generator

Step 2: Upload the Sitemap file to your website

Step 3: Add the Sitemap URL to your account

For accounts with multiple websites:You can include URLs from verified websites in a single Sitemap

137


What have we learnt?

Build content for users, not search engines

Test and measure everything

Sign up for webmaster tools and control how we crawl you site

Describe all the content on your site effectively

Submit a sitemap

Visit http://google.com/webmasters/

Help us to crawl you comprehensively, so your content can be found

138


Useful resources

Webmaster Central:

http://www.google.com/webmasters/

Sitemaps:

http://www.google.com/support/webmasters/bin/answer.py?answer=40318

http://www.sitemaps.org

Webmaster guidelines:

http://www.google.com/webmasters/guidelines.html

139


Thank you!

chewy trewella - succeeding online using free google tools

Education