seo workshop presentation june

www.SearchEngineRankings.com.au

Foundation course: Covering the basic

essentials

SEO and Analytics trainingOutline

Presented by Jasmine Batra


Agenda

0900 – 09.15 Introduction

09.15 – 10.30 SEO Basics

10.30 – 10.40 Coffee break

10.40 – 11.50 Learning Analytics

11.50 – 12.00 Coffee break

12.00 – 13.00 Making informed decisions

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What We Will Cover

• Where do I stand?

• All about keywords

• Creating SEO friendly content

• Working within Google’s guidelines

• Measuring key metrics with Google Analytics

• Improving conversions

• Analytics reporting

3


What is SEO?

• What is SEO

• Why should I care

• Data on Ranking positions and their Click-

throughs

4


SEO Process

• AIM’s 5-step SEO process for gaining top

rankings

5


SEO Audit

• Tests of a good SEO audit

What’s broken?

What is working well?

Design and structure flaws

Keyword Analysis and positioning

Geographical targeting

Server checks

Pages Indexed by Google / Yahoo / MSN

6


Ranking Results

What factors decide the ranking results for a search

phrase/user query?

• Keyword matching

• Location

• User behaviour

7


Keywords

• Understanding keywords

Primary

Long tail

Supporting

• How to perform Keyword Research

• Keyword research using Google data

8


Keywords

• Use of lateral thinking to drive traffic and sales

• Use of Industry related words

• Working with root words

• Explore semantically related words

• Keyword selection

• Discover how to perform keyword trending

9


Content

• How to work with your content

• Examples of what is working best right now and why it is

working

• How to gain maximum advantage from your Web copy

10


How to Create Content

….. and in what order?

• Topic Selection ( originality, popularity)

• Choosing the target phrases

• Selecting good keywords

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Producing Content for SEO Advantage

• Using tools like www.google.com/insights/search/to make judgement calls like ‘used baby furniture’ or ‘second hand baby furniture’

• Keyword variation and keyword stemming example, if you are writing about a book use other good common words like manual, ebook, guide, tips, report

• Keyword Proximity and Latent Semantic Indexing – use lexical database if required. Good resource wordnet.princeton.edu

• Word Count and Keyword density• First and last paragraph• Text layout including tags ( H1 to H6)• Use of images• Use of anchor text – example making free recipes a hyperlink rather

than for free recipes click here • Mixing anchor text • Rewriting the Heading/ Title

12


Keyword Targeting

• Based on sales Cycle

• Based on page type

• Based on target audienceEven if your product has universal appeal, recognize subgroups of audience and target separately.

13

Blog post Buzz Words Long tail

Product page Evergreen words Strong keywords


The Basics

• Key phrases in navigation items• Key phrases in hyperlinks• Key phrases throughout the content• Key phrases in Headlines and sub headlines• Key phrases in first and last para

Tip# Making the most of un-utilised pages like FAQs, About us, Contact us etc.

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SEO copywriting does not mean

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Black Hat SEO

• How to stay out of trouble with the search engines. Some

examples

buying links

• Spamdexing

• Cloaking

• Keyword stuffing

• Creating doorway pages

• Linkfarming and linkspamming

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Pillars of Success

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Review

• Review of Participants' Web Sites

• Web site review by Jasmine

• Group review

• Feedback

• Brainstorming exercises

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What is Analytics?

• It is the process of collecting, tracking, measuring, reporting

and analysing quantitative usage data to optimise websites

and maximize your marketing return on investment (ROI).

• It helps to understand your visitors, traffic patterns,

marketing campaigns, conversion

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Providing Answers to Difficult Questions

How are visitors using my site?

Am I creating effective content?

Where and when are visitors abandoning my shopping cart?

How do I improve site interaction?

How can I make my marketing campaigns more effective and accountable?

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Using Analytics

• Types of commercial websites

• What do I want my website to do?

• Site Objectives

21


Using Analytics

22


Defining Goals/ Conversions

• Form fills

• White paper downloads

• Request for quote

• Newsletter subscriptions

• Event registration

• Engagement with social media

23


Defining Key Metrics

• New / repeat visitors

• Are they spending enough time

• Where are they spending most of their time

• What is the path they follow

• Using conversion funnel

• Measuring visitor drop-off at every step of the funnel

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Conversion funnel analysis and sales path – separate course

Conversion Funnel

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1,000 visitors to the site

6 Visitors complete goal

Total Visits

Visit Shopping Area

Place Item in Cart

Make a Purchase


Analytics

• No analytics reporting is 100%

• Share analytics data anonymously for

benchmarking

• Don’t focus on single metrics

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Create Context for your Data

• Don’t focus on a single metric

• How does the performance of each metric

compare to the site average?

• How does the performance compare to last week,

or last month?

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Creating Context with Visualisations

28


Data Driven Decision Making

29


User Manager

Within your Analytics settings, utilise the User Manager to add users or change permission for users

User manager permissions

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Administrators and Users

• Administrators can create profiles, filters, goals and add users

• Users have read-only access to reports and can be redirected to viewing only specific profiles

Displays user type: Administrator or user

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Adding a New User

After clicking Add User, enter in the user’s information * Note that their email address must be a Google accountwww.google.com/accounts

Enter user’s email

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Adding a New User

After entering a new email address, select Access Type for that user:

• Account Administrator, which allows the user to edit account settings and to have access to all of profiles

• Users can view reports only

Set user privileges33


Modifying Access

To Modify access for an existing user, find the user in the existing access list and click Edit

Edit user info and access type link

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• A website profile is essentially a set of rules that define the reports that you see

• Profiles allow you to view reports on specific domains, sub domains or on filtered data for your web pages.

Profiles

Your website profiles are

updated here

35


Analytics Settings

• Access reports

• Configuration, goals, Filters and users

• Analytics accounts drop-down

• Remove profiles

• Apply Filters

• Add Profiles

• User permissions

36


Report Interface

• Report navigation

• Settings

• Help resources

• Export options and email reports set-up

• Link to help centre

• Calendar / date slider

37


Report Structure

There are 5 main categories:

• Visitors Visitor information such as loyalty, language and

location

• Traffic sources Natural and paid sources of traffic; includes Adwords reports

• Content Pages viewed

• Goals Conversion rates and goal paths

• E-commerce (if enabled) Commerce tracking, visitor loyalty, revenue sources and

product specific information

38


Setting date and comparison date

ranges• You can either use a calendar or a timeline to

select a date range

• Select Compare to Past and you’ll be able to set

a comparison date range

39


Reporting

• Comparing two metrics on the same graph

• Measuring visitor loyalty

• Report formats

• Scheduling & emailing

• Scorecards – It provides aggregates and averages for the displayed metrics

• Site-usage

• Email reports

• Report tabs

• The dashboard

• Keyword reports

40


Bounce Rates

• The definition of Bounce Rate is the percentage of visitors

that hit your website on a given page and don’t visit any

other pages on your site.

• The bounce rate at the page level is extremely useful

especially in case of landing pages for paid

campaigns.

41


Exit Rates

• The definition of Exit Rate is the percentage of visitors that leave your site from a given page based on the number of visits to that page.

• Sounds similar to bounce rate, what’s the difference?

• Exit Rate is important for determining which page in a process isn’t performing up to expectations. For example, if you have mapped out a Website Persuasion Architecture, and find visitors are exiting the site on a webpage that is a stepping stone to a more important page, then you need to review the page’s content/layout etc.

42


Increasing Conversions

• Multivariate testing is a critical component to increasing conversion and lowering bounce rate for your key landing pages. It can help you increase revenue without adding one more new visitor to your site.

• During your optimization process, ASK YOUR CUSTOMERS AND VISITORS about your key landing pages via surveys, focus groups, phone calls, etc

• WEBSITE OPTIMISATION and split testing, A/B testing,

multivariate testing etc. concept of scientifically testing your marketing campaigns in order to increase conversion

43


Installing the Google Analytics

Tracking Code

• How to create a new account

• Where to place the Google Analytics Tracking Code

• About website setups that require customization

• How to verify installation

44


Getting started with Google

AnalyticsThree simple steps to getting started with Google Analytics:

• Sign up www.google.com/analytics - need a Google account

• Install the tracking code across all the pages of your

website

• Use the new ga.js code instead of urchin .js

• Verify

• If running Adwords you can go through the analytics tab on

the Adwords link the two accounts

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Understanding the Code

• Understanding the tracking code

• Installing the java script

If the website uses a template or a Content Management

System, you can install it on the common area e.g.

website footer

• Installing the code on a common footer

46


Resources

• Free tools to check if the GA code has been installed

properly www.sitescanGA.com – it will check for any

implementation errors

• You tube channel GA -

http://www.youtube.com/googleanalytics?hl=en

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What We Have Covered

• SEO basics• Keyword targeting – Primary and secondary pages• Content creation• Headings and Sub headings• Words per page and density• Primary , long tail and secondary words• Meta Composition• Title• Description• Keyword research tools• Making sense of Analytics Reports• Configuring, tracking and testing

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Our Contact Details

Melbourne Sydney943 / 1 Queens Road Level 21, Tower 2, Darling

ParkMelbourne 3004 201, Sussex Street , Sydney 2000

Phone: 1300 766 665

Mobile: 0416 059 115

www.searchenginerankings.com.au

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seo workshop presentation june

Business

keyword targeting

google analytics

seo basics

keyword density

keyword trending

seo copywriting

analytics reporting

seo friendly content