Advanced SEO
- 1. Advanced SEO Steve Burge December 4th, 2008
- 3. The MoneyBall Question How can poor teams compete? Salaries
- 4. The Realisation Other teams choose players on instinct. They don’t use any objective values.
- 5. The Old Way “He looks like a good player …”
- 6. The New Way “I know he’s a good player.
- 7. Most People Still Do This: “It looks like a good keyword …”
- 8. The Question This is the fundamental baseball question: How much do players cost, compared to how many games they win you?
- 9. The Question This is the fundamental SEO question: How much do visitors cost you compared to how much they earn you?
- 10. The Solution This is the fundamental solution: Track and value the visitor from origin to sale. It costs us 10 cents per user 1 in 50 users purchases One average purchase makes us $10 $10 profit from $5 spent
- 11. What We’re Up To Step 1: Get the Data A) Woopra B) Google C) Others Step 2: Use the Data A) Goals B) Funnels C) Adwords
- 12. Part 1: Get the Data
- 13. A) Woopra Woopra = Right Now Analytics The Babe Ruth of Analytics
- 14. Woopra 1) Details on Users 2) Start a Chat …
- 15. Woopra 2) Live Keywords
- 16. Woopra 3) Instant Alerts
- 17. Woopra Installation Sign up at Woopra.com (PC only) Wait for approval Download RokWoopra Install as a plugin on Joomla 1.5
- 18. Woopra Pros + Cons Pros Can track registered users Great SSL support for E-Commerce Much better live stats than Google Cons Difficult to dig deep and compare stats Sometimes slows the site a little No natural integration with Adwords
- 19. B) Google Analytics Google = Long-Term Analytics The Alex Rodriguez of Statistics
- 20. Google Analytics 1) Easy to Compare Long-Term Trends
- 21. Google Analytics 2) Huge Range of Stats Collected
- 22. Google Analytics 3) Fantastic Reports Emailed To You
- 23. Google Analytics 4) Graphical Site Overview
- 24. Goggle Analytics Installation Sign up at google.com/analytics Enter a site Place the code at the bottom of your template’s index.php above the </body> tag
- 25. Google Pros + Cons Pros Great for digging deep Clear, easy interface Integrates with other Google tools Cons Doesn’t play well with SSLs Stats are always several hours old No special Joomla integration
- 26. C) Others Do: Step outside this list with CrazyEgg.com, Omniture.com Do: Use AWStats / Analytics from Hosting Companies Don’t: Use Joomla extensions Don’t : Make your stats public
- 27. C) Others Why use several? Stats vary.
- 28. Part 2: Use the Data
- 29. A) Goals Goals = Users performing a single action
- 30. Goals Google will track how many times that action is completed.
- 31. Goals Track which sites send users who complete your goal: Here Adwords is the worst performer and MSN the best!
- 32. Goals You can tell Google what the goal is worth to you: If you don’t know, find out! Google will then track it:
- 33. Goals See which keywords convert well Some keywords like “coupon code” show great user intent. http://adlab.msn.com/Online-Commercial-Intention/
- 34. Goals Installation Go to Google Analytics Click edit by a domain name Click edit by one of the goals Enter the page you want people to reach
- 35. B) Funnels Funnels = Multiple Steps to a Goal 1) Register 2) Choose a plan 3) Checkout 4) Thank You!
- 36. Funnels Goal tracks user dropout at each stage:
- 37. Funnels Installation Add more URLs when creating a goal:
- 38. C) Adwords AKA: a quick way to burn money
- 39. Adwords … not when you can track conversions. Google will show which keywords lead to people completing goals.
- 40. Install Adwords Conversions Login to Adwords Click “Conversion Tracking” Click “Create your first action” Follow the steps Place code on the final page
- 41. Voila! You know what visitor X is worth to you.
- 42. Over to You …
- 43. Next Step Expert : Try Barrie’s Black Belt Joomla class tomorrow. He’s talking about Google Website Optimizer – the next step on this path. Basic : Try my classes tomorrow: Make Google Love You = SEO Intro Web Marketing = Joomla SEO intro