Seo workshop presentation june

Foundation course: Covering the basic essentials SEO and Analytics training Outline 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

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

What is SEO? What is SEO Why should I care Data on Ranking positions and their Click-throughs

SEO Process AIM’s 5-step SEO process for gaining top rankings

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

Ranking Results What factors decide the ranking results for a search phrase/user query? Keyword matching Location User behaviour

Keywords Understanding keywords Primary Long tail Supporting How to perform Keyword Research Keyword research using Google data

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

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

How to Create Content … .. and in what order? Topic Selection ( originality, popularity) Choosing the target phrases Selecting good keywords

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

Keyword Targeting Based on sales Cycle Based on page type Based on target audience Even if your product has universal appeal, recognize subgroups of audience and target separately. 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.

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

Review Review of Participants' Web Sites Web site review by Jasmine Group review Feedback Brainstorming exercises

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

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?

Using Analytics Types of commercial websites What do I want my website to do? Site Objectives

Defining Goals/ Conversions Form fills White paper downloads Request for quote Newsletter subscriptions Event registration Engagement with social media

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

Conversion funnel analysis and sales path – separate course Conversion Funnel 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

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?

Creating Context with Visualisations

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

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

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

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 privileges

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

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

Analytics Settings Access reports Configuration, goals, Filters and users Analytics accounts drop-down Remove profiles Apply Filters Add Profiles User permissions

Report Interface Report navigation Settings Help resources Export options and email reports set-up Link to help centre Calendar / date slider

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

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

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

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.

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.

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

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

Getting started with Google Analytics Three 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

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

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

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

Our Contact Details Melbourne Sydney 943 / 1 Queens Road Level 21, Tower 2, Darling Park Melbourne 3004 201, Sussex Street , Sydney 2000 Phone: 1300 766 665 Mobile: 0416 059 115 www.searchenginerankings.com.au

Seo workshop presentation june

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