1 / 20

SEO & Analytics The Grey and the Hard Numbers

SEO & Analytics The Grey and the Hard Numbers. Introduction. Build a better mouse trap and the world will beat a path to your door Mouse Trap -> Website Path to your door -> Findability Findability IS a Feature SEO: Search Engine Optimisation. SEO Components: On Page.

joyce
Download Presentation

SEO & Analytics The Grey and the Hard Numbers

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. SEO & AnalyticsThe Grey and the Hard Numbers

  2. Introduction • Build a better mouse trap and the world will beat a path to your door • Mouse Trap -> Website • Path to your door -> Findability • Findability IS a Feature • SEO: Search Engine Optimisation

  3. SEO Components: On Page • What a Search Engine Crawler sees: • Example (no Image, no JS) • Search Engine needs content to build indexes for their search • Viewable and non Viewable Content

  4. Non Viewable Components • Meta Tags • Meta Keywords • Key text that is related to content of page • Meta Description • 1, 2 sentences to descript content on page. • Typically around 160 characters

  5. Viewable Content • Title Tag • H1-H6 • Bad: <strong>Header Text</strong> • Good: <h2>Header Text</h2> • Rule of Thumb: Use H tags to show content Hierarchy on page • Image Tag • <img src=“path.jpg” alt=“describe image” />

  6. Viewable Content: Cont 2 • Anchor Tag • Okay: • <a href=“path.html”>Click here</a> • <a href=“www.sspec.com>Click here</a> • Preferred: • <a href=“path.html”>Describe Destination Page</a> • <a href=“www.sspec.com>Web Development Consultants</a>

  7. Viewable Content: Cont 3 • Content on page • Use targeted keywords • Highlight keywords with <strong> tag to improve user ability to zoom into content • Rule of Thumb • Improve user ability to skim and scan

  8. SEO Components: Off Page • PageRank • Google Algorithm created PageRank • http://en.wikipedia.org/wiki/PageRank • Implication • Backlink • Anchor text in backlink • Improve PageRank • Get more quality back link

  9. SEO Components: Off Page, Cont • Robots.txt • Allow spidering • http://www.robotstxt.org/robotstxt.html • Sitemap.xml • http://en.wikipedia.org/wiki/Sitemaps • Page Load Speed • Slow Load => lesser pages crawled => lesser pages indexed

  10. Spamming and other no-nos • No-nos • <meta name="keywords" content=“keyword1, keyword1, keyword1, keyword1, keyword1, keyword1/> • <img alt=“keyword1, keyword1, keyword1, keyword1” src=“spacer.gif”/> • Hidden Text • http://en.wikipedia.org/wiki/Hidden_text

  11. no-nos: Cont • Hidden links • <a href=“www.sspec.com” style=“display:none”>Web Development Consultants</a> • Spamdexing • http://en.wikipedia.org/wiki/Spamdexing • Cloaking • If user_agent == search engine crawler • Show keyword rich page, else normal page

  12. End of SEO Sharing • Q and A • Post Sharing • Go google your own name and see the result • Is it your facebook profile? • Your online presence is very much determined by what the Search Engine see

  13. Analytics • Follow up from Omniture • What is Analytics for Web? • Open Question • 2 Type of Analytics • Log Based vs Client Side Based (JS) • Pros and Cons

  14. Metric Information • Page views • Visitors • Unique Visitors (subjective) • Length of Visit (subjective)

  15. Non Metric Information • Referring URL • Keywords • Top Content Pages • Example

  16. Other Non Metric Information • Technical • Browsers (IE 6 Sucks) • Geo Location • Time of Visit • Content creation against page view timeline

  17. Business and Analytics • Typical KPI • Page Views • Visitors Count • Advanced KPI • Conversions • Search Engine Marketing Tracking • Landing Pages to sign up form

  18. When Analytics Fails • Flash • Web2.0 Ajax based Pagination • General Ajax based Behaviour • Video • Sound • RSS • Content Syndication • Facebook, Twitter etc

  19. Analytics Q and A • Q and A • Post sharing • Are you tracking your blog, web asset?

  20. A little bit more • Alexa • http://www.alexa.com/ • Compete • http://www.compete.com/ • Quancast • http://www.quantcast.com/ • Web Developer Extension for Firefox • http://chrispederick.com/work/web-developer/ • No Follow tag in <a href=“path.htm” rel=“nofollow”> • http://builtwith.com/

More Related