SEO & Analytics
Leveraging the power of analytics to fuel your SEO strategy
Joanne Casey
This is how most people react when I say the word analytics…
And this is how they feel when they realise its not as scary as they thought…
This is how most people react on the mention of analytics
Good web analytics is like a smartphone…once you see how beneficial it is to you you’ll never go back to what you had before!
1. Data aids understanding
2. Fuels realisation
3. Drives confidence 4. Brings accountability
5. Yields
growth
Data is Powering the Digital Age
Breaking down the barriers
Google Analytics
78% of Irish sites use Google Analytics
Know what your site objectives are
2 1 3
1. Inform your
Keyword Research (Don’t just stick to using the Google Keyword Tool)
Investigate what keywords are working well in PPC
Investigate the Match Search Query for PPC keywords
Use Google Insights for Search
Users driven by offline
2. Get the Full Story with
Webmaster Tools Integration
How often is your listing appearing and what’s the CTR?
3. Advise your
Meta Data Writing
Use PPC ad CTR to Incorporate best Ad messages in Metadata
4. Advise your
Content Strategy
Which current organically listed pages have a high bounce rate?
What keywords are pages currently ranking against?
5. Guide your
Linking Strategy
Investigate Inbound links and optimise them for better visibility and user experience
6. Test your site against
Speedy Gonzales
Check Page Loading Times Per Page
7. Get the Full Story with
Attribution
First Interaction
Assist Interactions
Last Interaction
Data powers in-channel attribution
How did Organic Search contribute to sales or conversions?
8. Use Appropriate
Measurements of Success
Don’t just focus on position
Investigate the incremental traffic from SEO listings…
…Month-on-Month or Week-on-Week
And as a result, the increase in Goals or Ecommerce Transactions
…Month-on-Month or Week-on-Week
+ Investigate increase in # of organic keywords used to get to the site
Analytics Data
Keyword Research
Content Development
Technical Optimisation
Link Development
Reporting & Analysis
UX
Copy
Design
Tech
PPC
SEO Tactics don’t work in a silo
To sum it up… In the absence of good analytics… People concentrate on:
The Process
In the presence of good analytics…
People concentrate on: Reaping Actionable Insights to inform their strategy…
…and fuel continuous change to the process through testing
So to sum up:
• Embrace your web analytics data
• Reap Actionable insights from the data and use it to empower your SEO strategy
• Set SEO success measurements based on incremental traffic/goals/sales
• Watch your ROI flourish
Thank you!
Email: [email protected] Twitter: @joannecasey LinkedIn: http://ie.linkedin.com/in/joanneellencasey
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