Web Analytics and SEO for Startups
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Transcript of Web Analytics and SEO for Startups
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Amazee Metrics AG / Förrlibuckstr. 30 / 8005 Zürich / [email protected]
Dr. Laura J. Hornbake, Consultant Web Analytics Christina Meyer, SEO/SEM Consultant
8.2.2014
Analytics and SEO for Startups
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Web Analytics
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Goals
• To communicate what web analytics can tell you and why you should care.
• To help you avoid data overload by focusing on the insights you need and allow you to forget about the vanity metrics.
• To provide you with some tools that can help you to learn more about your startup’s performance and to make data-driven decisions.
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Audience
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Audience
Who is visiting your site and what can you find out about them? • Demographics • Interests • Location and Language • Devices, Browsers, and
Operating Systems • New vs. Returning • Frequency, Recency
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Demographics and Interests
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Browser & OS
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Mobile
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New vs. Returning Visitors / Frequency
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Audience: Implications
• Do the actual visitors to my site correspond to my target market? • Is my site ready for (or backwards compatible with) the devices and
browsers they are using? • How can insights about my audience inform future development of
the site? • What actions can I take to either better attract my target audience or
better serve this audience? • How else might these insights require me to revise my strategies and
plans?
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Acquisition
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Acquisition
How did your visitors find you? Which channels are bringing the most traffic? • Channels: Direct, Search Engines, Referrals, Social, etc. • Referrals • Campaigns: Advertising, Newsletters, QR codes • Social
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Channels
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Referrals
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Campaigns
• Whether you’re running low/no budget buzz marketing campaigns or have funding to spend on ads, you should be tagging URLs correctly to track campaign performance.
• Example: Newsletter Campaign
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Social
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Acquisition: Implications
• Which channels are working for me? Where might I try to improve? • Is all that time I spend guest blogging, answering questions on Q&A
sites, posting on social networks, etc. producing any results? • Are my marketing campaigns meeting my expectations?
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Behavior
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Behavior
How are visitors using your site? • Behavior Flow • Content • Most Viewed Pages • Landing Pages • Exit Pages
• Events • Interactions
• Experiments!
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Content
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Events
• Event tracking can be as simple as recording how often users click a button or as detailed as registering how far down a page they scroll. • Form errors • Video engagement • Interaction with maps, custom widgets, popups
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Experiments
• Test variations of your site to compare whether the changes influence visitor behavior.
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Behavior: Implications
• Are visitors doing what you want or expect them to do (register, subscribe to a newsletter, download a product brochure, etc.) on your site?
• Which pages are really attracting visitors and getting them to further engage with the site?
• Where are you losing visitors? Is there something you can clarify or make simpler?
• Are you tracking the key events that are important to you? • How can you use experiments to find the best performing version of
your content?
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Conversions
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Conversions
How can you measure success at meeting the specific goals you define for your site? • Goals • E-commerce • Multi-Channel Funnels
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Goals
• Which interactions have value to you? • Sales, leads, engagement
• Examples: • User registration • Page views > 5 pages • Contact form submitted • Event
• Assign monetary values to events
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Multi-Channel Funnels
• What complex paths do visitors take before completing a conversion?
• Assisted conversions
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Conversion: Implications
• Are you meeting the targets you’ve set for your goals? Do you need to revise them?
• What can you learn about how visitors finally arrive at the interactions you’ve defined as goals?
• Is the effect of certain channels more subtle than the Channels reports suggest?
• How might this influence your strategies?
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Conclusions
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Final Suggestions
• Experiment with slicing and dicing data in different ways: • Timeframes • Segmentation
• Make web analytics a regular part of your processes • Be curious; be flexible.
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Take Away
• Get beyond the first overview page of your analytics tool and dig into the data.
• Web analytics can provide you with a lot of good data for your strategic decision-making.
• Am I wasting time/effort/money or are the things I’m doing paying off in concrete, measurable results?
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Search Engine Optimization (SEO)
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The Online Marketing Pyramid
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Natural search is the key driver of website visits.
© Amazee Metrics Source: http://www.conductor.com/blog/2013/06/data-310-million-visits-nearly-half-of-all-web-site-traffic-comes-from-natural-search/
Content marketing plays a crucial role in SEO.
Supplementary Online Marketing Tools
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Market Share of Search Engines
http://www.comscore.com/Insights/Press_Releases/2014/1/comScore_Releases_December_2013_US_Search_Engine_Rankings
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Market Share of Google in Switzerland
http://www.blog360.ch/marktanteile-von-suchmaschinen_396
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The Search Engine Results Page (SERP)
Paid search ads (SEM)
Paid search ads (SEM)
Organic Search Results (SEO)
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Where do people click?
www.seoresearcher.com
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How Search Engines Work
1. Crawling 2. Indexing 3. Ranking
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Crawling
• Spiders/Bots search the world wide web.
• Goal: To find all web pages in the world.
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Indexing
• Google indexes the discovered web pages and their content.
• All the webpage data is organized and saved based on keywords.
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Ranking
• Search engines rank the web pages based on their content and relevance.
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Ranking Factors
Ranking factors are criteria used by search engines to evaluate the content and relevance of a web page.
The web pages are ranked based on these ranking factors.
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Ranking Factors
Study based on 10’000 search terms for Google Germany.
http://www.searchmetrics.com/de/services/ranking-faktoren-2013/
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Step 1: Keyword Research
Keyword Sources: • Your own website • Competitors‘ websites • Google Trends • Google Autocomplete • Google AdWords Keyword Planner
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Focus on high volume and low competition.
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Step 2: Technical Optimization
• Make your website accessible for search engines. • Help search engines understand the content of your website. • Achieve a high click-through-rate in the SERPs. • Provide a user-friendly website.
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Achieve high rankings in the Search Engine Results Pages.
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How Results are Displayed in the SERPs
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Title
Description
URL
Direct Links
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URL Structure
• Use important keywords in the URL: • Search engines understand the content of your website. • Higher click-through-rate higher ranking
• SEO Best Practice: • Separate words with dashes, no underscores • Keep your URLs as short as possible (not more than 200
charachters) • Do not use any spaces or special characters
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Geographic and Language Targeting
There are 4 ways to include geographic and language targeting in URLs: • Top Level Domain: www.google.ch, www.google.de • Subdomain: de.reuters.com, uk.reuters.com • Subdirectory: www.zara.com/ch/de, www.zara.com/de • URL Parameter: example.com?loc=de, example.com?loc=fr
• SEO Best Practice: Subdomain or Subfolder • Subdomain: Allows different server locations. • Subfolder: Low cost (1 host) • If you have different Top Level Domains link building must be done
separately for each domain. • There is no good reason to use URL parameters.
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Title Tags
• HTML Tag (HTML-Head): <title>
• Use important keywords in the title tag: • Search engines understand the content of your website. • Higher click-through-rate higher ranking
• SEO Best Practice: • Not more than 70 characters long • Place keywords at the beginning of the tag, the brand name at
the end.
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Meta Description Tags
• HTML Tag (HTML-Head): <meta name="Description" content="Eine Beschreibung Ihrer Seite"/>
• The meta description tag is a marketing text for your result in the SERPs: • Does not affect search engine rankings. • But: Higher click-through-rate higher ranking
• SEO Best Practice: • Not more than 160 characters long
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Heading Tags
• HML Tag (HTML-Body): <h1>, <h2>, <h3> etc.
• H1 is the most important heading tag for search engines and should include relevant keywords: • Search engines understand the content of your website.
• SEO Best Practice: • Use exactly one H1 Tag on every page
(you can use more than one H2 tag).
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Internal Linking
• Search engines crawl a website by moving from link to link. • Internal linking is crucial for search engines: • To recognize the structure of the website. • To find all existing pages. • Search engines understand the content of a link based on its
anchor text.
• SEO Best Practice: • Use 2-3 internal links on every page, but no more than 100 links
on one page. • Use relevant keywords in the anchor text.
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Image Names and ALT Tags
• Search engines and screen reader software identify the content of an image based on its filename and ALT tag.
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• SEO Best Practice:
• Use descriptive filenames for your images (no numbers or special characters)
• Always define a descriptive ALT tag
http://pixabay.com/en/cupcake-cake-chocolate-icing-pink-163593/
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Source Code Validation
• Search engines use the W3C standard to evaluate the quality of a website.
• Definition of W3C according to Wikipedia: „The World Wide Web Consortium (W3C) is the main international standards organization for the World Wide Web“.
• Check your homepage regularly with the W3C validator and correct
all errors and warnings: http://validator.w3.org/
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Page Load Speed
• The page load speed of a website is an important ranking factor.
• Google considers a page load time longer than 1.4 seconds as slow.
• Use the recommendations of Google PageSpeed test to optimize your website‘s performance: https://developers.google.com/speed/pagespeed/insights/
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http://pixabay.com/en/running-cheetah-speed-animal-fast-48433/
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Sitemaps
• A sitemap helps the search engines understand the structure of the website and supports the crawling process.
• Create an XML sitemap for your website and submit it to Google with Google Webmaster Tools.
• Submit a new sitemap whenever you make changes on your website.
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Duplicate Content
• Duplicate content is caused by identical or similar content on different URLs.
• Duplicate content can harm search engine rankings: • Search engines do not know which of the pages is the most
relevant for a search query. • Search engines prefer to offer the user a variety of different
pages in the SERPs. • If there is a lot of duplicate content search engines might think
that you want to trick them.
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Common Causes of Duplicate Content
• URLs in www and non-www versions. • URLs with uppercase and lowercase characters.
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Keep 1 version and implement a 301 Redirect from the other versions to this one.
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Structured Data • With structured data a markup can be added to your content which is
recognized by the major search providers. • Common types supported by Google:
• Breadcrumbs (links) • Events (date, name and location) • Music (links to songs or samples) • People (name, job title, address) • Products (price, availability, review) • Reviews • Apps • Videos
• Overview of all rich snippets: http://schema.org/docs/schemas.html • The created rich snippets can be validated with the testing tool of Google
Webmaster Tools: http://www.google.com/webmasters/tools/richsnippets
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Structured Data Examples
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Events Markup Video Markup
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Publisher and Authorship Tag
Publisher Tag: • Relationship between Google+ company page and company website
Authorship Tag: • Relationship between Google+ profile and blog posts
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Mobile SEO
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http://www.marketingcharts.com/wp/online/almost-1-in-3-google-organic-search-visits-estimated-to-be-mobile-in-q4-2013-39235/
Make sure to have a mobile-friendly website. SEO Best Practice: Responsive Design
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Step 3: Usability
• Overall Appeal: Provide a readable, well-structured website
• Navigation: Make it easy for users to navigate even if they access the website from the search engines, as opposed to from the homepage.
• Information architecture: Provide consistency.
• Content quality: Provide well-written, useful and fresh content.
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Step 4: Link Building
The relevance of a website is defined based on the quantity and quality of external links. Effective link building measures: • Submit your website to company and industry directories. • Contribute with comments to relevant blogs and forums. • Submit your content to social bookmarking sites. • Search for unlinked brand mentions. • Identify broken links on websites.
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Content Marketing is the most important driver of links.
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Content Marketing
Provide useful content which people are willing to share. Effective content marketing measures: • Blogging • Guides, ebooks and whitepapers • Infographics and charts
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© Amazee Metrics
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Social Media
• Social Signals are a strong influencer of search engine rankings.
• Facebook, Twitter and Google+ are the most important social networks for SEO.
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http://www.searchmetrics.com/en/services/ranking-factors-2013/
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Take Away
• Make sure that your website is visible in the Search Engine Results Pages.
• Take SEO into account when building your website. • Regularly monitor the technical performance of your website with
Google Webmaster Tools. • A continuous effort for link building and content marketing is
important. • SEO is an ongoing process – you will see results after a few months,
not after a few days.
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