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Google Analytics

No description
by

Gina Adams

on 10 October 2013

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Transcript of Google Analytics

Google Analytics & SEO
Requested Topics
Basics
What does it do/not do?
EVENTS
THE BASICS
SEO TOP 10
but first...
HOW DO WE
READ AND
ORGANIZE
IT ALL??
Sources
How are people getting to our sites?
Audiences
Who are they?
Content
What are they reading?
Events
What are people doing?
Reporting
What do we do with data?
KPIs
How do we know if sites are meeting our goals?
SEO
How do we perform better in search?
what we CAN know
about VISITORS
what brought them to the site
what device they have used
their geographic location
if they are a new or returning visitor
how long they stay on the site
how many times they have visited
how many pages they visit
what they're clicking on
what we CAN'T know
about VISITORS
specific demographics
personal details
general web browsing habits
what they've done on previous visits
why they do what they do
who they are
what we CAN know about "CONTENT"
what page was visited the most
how long did visitors engage
from where did visitors leave
how many pages were visited
what links received clicks
how long do pages take to load
what we CAN'T know about "CONTENT"
why some pages are more/less successful
what exactly is being read
whether or not our stats are "good"*

Questions were asked...

You gave answers...


How do people find us?
How does traffic on Facebook help our sites?

what about search terms??
Can we track visitors from point to another?
What are our peak traffic times?
How much time do people spend on the site?
Where are these visitors located?
What pages receive the most traffic?
Are people reading or skimming?
How much traffic is a page receiving?
CONTENT
What buttons/links are being clicked?
What media is being played?
What is being downloaded?
AUDIENCES
VISITORS and CONTENT
TRAFFIC SOURCES
So.... what?
REPORTING
How do we generate quick reports?
How do we make data-based decisions?
How do we use data to answer questions?
How do we interpret the data correctly?
(KEY PERFORMANCE INDICATORS)
KPIs
How does our actual traffic compare to our desired traffic?
How do we know if our websites are accomplishing our goals?
SEARCH ENGINE OPTIMIZATION
ANALYTICS tell us WHAT is happening
SEO gives us an opportunity to MAKE THINGS HAPPEN
(or at least have a bit of influence)
ON-SITE LINKS
LINKS TO SITE
Links to our site help establish page/site authority (number one factor in SEO rankings)
Place links on FB, Twitter, and other pages within site/other domains
Include social "share" buttons whenever possible/appropriate
URLs
Should contain keywords rather than nonsense or numbers
Follow hierarchy of site to help in search crawls and letting users know where they are/will be
CONTENT
Regularly updated
Containing, but not "stuffed" with, keywords
UNIQUE and UNDUPLICATED
SPEED
IMAGE TAGS
Images should have short, descriptive file names
"alt" attribute should clearly describe image
TITLE & META DESCRIPTIONS
HEADERS & FORMATTING
Words/phrases in header (h1, h2, etc.) tags are given more weight in search results
Strong/bold/underlined words receive a bit of weight
Only works in our favor if is done NATURALLY
Use keywords and phrases as anchor texts
Links to pages within own site - 'deep linking' - should open in same window
Cross-domain links should open in new window
Links leading off site should open in new window and sometimes contain "no follow"
Page full of links = penalties from Google
Include links on pages to break up content
VIDEOS/FLASH/FRAMES
Avoid using flash & iframes - they're uncrawlable
Video "content" great for UX, but unreadable by Google
Transcription is a great way for video "content" to appear in search results
Tag and name videos with keywords and descriptive language
Slow for Google to crawl = lower rankings in search results
Slow for users to load = bad user experience, less sharing
KEYWORDS
Should be present in URL, image tags, meta tags & descriptions, headlines
Should be within first few sentences and then NATURALLY present in remainder of content
Maximum density of 5%-7% for main keyword
What appear in search results as page title and description
Title should be concise and informative (60 max characters)
Descriptions should be summaries with unique descriptions (160 max characters)
Wordpress SEO Plugin
Full transcript