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Website Optimization, SEO, and Analytics Bruce Carlisle Digital Axle @rbcarlisle

Website Optimization, SEO, and Analytics Bruce Carlisle Digital Axle @rbcarlisle. Optimization means many things. User Interface Click Paths Keywords Social Marketing Opt. Forms Copy Call to Action Colors Search Text copy Participation Inbound Links. Demographic targeting

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Website Optimization, SEO, and Analytics Bruce Carlisle Digital Axle @rbcarlisle

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  1. Website Optimization, SEO, and AnalyticsBruce CarlisleDigital Axle@rbcarlisle

  2. Optimization means many things • User Interface • Click Paths • Keywords • Social Marketing Opt. • Forms • Copy • Call to Action • Colors • Search Text copy • Participation • Inbound Links • Demographic targeting • Behavioral Targeting • Image tagging • URL Naming • Alt Text Copy • Use of HTML headlines • Matching copy to URL • Content Strategy • Headline Copy • Sharing Buttons • Page Load Speed AND MORE…….

  3. Optimization: Usability & User Experience Content SEO Technical Expectations External Factors

  4. Things you have lots of control over Usability & User Experience Content SEO Technical Expectations

  5. Things you have less control over • Algorithm Changes • Competition • Social Activity • Inbound linking • User searches • Content Virality • Tags • News • Video • Images • Recency External Factors

  6. The economics of optimization • Not build it and forget it • Requires budget and maintenance • Baseline marketing expense • Activities should have their own ROI • Content • Social • UX testing & Optimization

  7. SEO

  8. Search today is…….

  9. Source: Karmasnack.com: Snackfolio

  10. Social Networks

  11. Social Sharing

  12. SEO: a new language to learn Keyword stuffing Paid Inclusion Spiders Bots BackLink Recency Google Analytics • Page Rank • Anchor text • Text link copy • Google penalties • Adwords • Bid • Relevance

  13. Search Engine Optimization Without strong SEO all other marketing dollars contain waste Strong Google ranking can make your website a success Weak Google ranking means your company is spending good money against bad But….. There is a lot of voodoo involved

  14. Decide what keywords matter most Create shareable content Increase your linkability Make tagging and bookmarking easy Reward inbound links Help your content travel Get communities connected Proactively share content The non-technical stuff Partial Source: Rohit Bahgavra

  15. Analytic Tools

  16. Analytic Tools • Near Universal Usage: • Google Analytics • Different tools do different things • Movement toward “dashboards” • Marriage of “analytics” and “management”

  17. FREE

  18. Google Analytics

  19. Google Analytics: Traffic Sources

  20. In Page Analytics

  21. Other Analytic ToolsThere are now dozens if not hundreds

  22. Quantcast

  23. Alexa

  24. ChartBeat

  25. Case Studies

  26. Problems: No home page text for search engines to read Multiple prominent home page buttons siphoned traffic away Zip code entry diminished Three page registration path Lengthy form with multiple entry fields Graphic tags don’t reflect content Only 25% of leads tracked NorCal Honda Dealers Website Optimization Inherited Site

  27. Norcal Honda Dealers Website Optimization Rebuilt Site Fixes Made: Zip code entry prominent Other links minimized Shortened registration path Shortened form Relevant home page text All text keyword stuffed Full tracking solution Graphic tags optimized More active look & feel Web 2.0 usability Google mapping features Metatags matched to content 800# implemented

  28. Honda Metrics: UI Optimization • Inherited Website • Period: 10/22/07 – 12/20/07 • Total website visits: 20,487 • Daily visits: 341 • Unique visitors: 18,944 • Avg. time on site: 0:56 • Avg. pages/visit: 1.78 • Rebuilt Website • Period: 03/17/08 – 06/05/08 • Total website visits: 53,594 • Daily visits: 661 • Unique visitors: 46,600 • Avg. time on site: 1:13 • Avg. pages/visit: 1.99 + 94% + 30% + 146% + 30% + 12%

  29. Honda: Landing Page Optimization Minor differences in copy, graphics layout, etc can result in dramatic increases in conversions Create three different ‘landing pages’ based on three separate keyword appeals.

  30. Honda: Lead Form Layout Test A VERTICAL FORM (default) B VERTICAL FORM (test) C HORIZONTAL FORM

  31. Lead Form Optimization Layout Test: Results • Option C created a 128% improvement in lead capture • Cut lead acquisition costs by more than half • Notes: • The default vertical layout (A) has the lowest average conversion rate • C > A: 99% confidence • B > A: 90% confidence • The horizontal layout (C) is top performer • C > B: 85% confidence

  32. What optimization really implies Constant measurement Constant testing HTML maintenance Tagging Content Strategy Content sharing Social Strategy

  33. Whether you like it or not……… • Web traffic and performance and by extension your brand and product are captive to: • The Relevance of your content • The Recency of your content • Your use of HTML to comply with Google’s “rules” • Social currency as measured by Twitter, Facebook, etc. a • Your online “authority” as measured by inbound links (quantity and quality) • How people search (keywords) • How people see and use web pages (UX) • What your competitors do

  34. You can attempt to control the digital space or the web will control you • In many respects, it’s not fair • It’s generally not cost effective to do everything • Resist the “You must do this” chatter / trap • Be strategic first… • Then tactical • Only commit to doing what you can realistically do • Only analyze what you can impact

  35. Bruce CarlisleDigital Axle@rbcarlislewww.digitalaxle.combcarlisle@digitalaxle.com

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