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Improving Citizen Access to Information using Free SEO Tools and Google Analytics

Improving Citizen Access to Information using Free SEO Tools and Google Analytics Quinn Robinson Web / Network Administrator Municipal Research and Services Center My Background in Search IIS ASP.NET Indexing and Front Page Extensions Search FAST NXT 4 (non-crawler)

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Improving Citizen Access to Information using Free SEO Tools and Google Analytics

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  1. Improving Citizen Access to Information using Free SEO Tools and Google Analytics Quinn Robinson Web / Network Administrator Municipal Research and Services Center

  2. My Background in Search • IIS ASP.NET Indexing and Front Page Extensions Search • FAST NXT 4 (non-crawler) • FAST ProPublish (Apache Tomcat and MySQL, acquired by Microsoft) • Google Custom Search • Google Search Appliance • Various Yahoo!/Google APIs

  3. Free SEO Toolkit and Google Analytics Goals • Improving citizen access to information and analyzing site traffic can be greatly improved by using specialized search engine optimization (SEO) and Web site analytics tools. We will discuss a new SEO tool from Microsoft, which analyzes how search engines index your site, and also shows problems with your site and how to fix them. We'll also discuss Google Analytics, a search engine-focused tool to analyze site traffic.

  4. Microsoft Web Platform Installer • Microsoft’s tool to install IIS and IIS add-ons on servers and clients • Provides “one-click” installation to install popular applications that extend IIS functions • Not available on Windows Vista Home Premium or any operating system that IIS is not supported on

  5. Free SEO Toolkit from Microsoft • Local Government Goals for Free SEO Toolkit • Optimize site for • Increase Web site citizen traffic and usage • Determine how your web pages are displayed on third-party web sites • Help keep search engine results fresh • Decrease telephone calls and emails to ask for information that is not easily found on Web site • Good ROI on your Web investments • Free SEO Toolkit Installation • Requires Microsoft Web Platform Installer

  6. How to Run Free SEO Toolkit (Found in IIS)

  7. Create a New Analysis in Free SEO Toolkit

  8. Analyzing Free SEO Toolkit Reports • Free SEO Tool identifies pages that are branded; for example, sets of pages named “MRSC -Page Title” should be renamed “Page Title - MRSC“ since search engines put more weight on words at the beginning of page titles than words at the end of page titles • Finds broken and redirected links and shows what pages link to them; useful for domain changes and other major site re-organizations • Finds HTML errors, missing ALT tags, protocols used, improper syntax and pages that are too large • Many other categories of reports

  9. Free SEO Toolkit Sitemap Tool • Can be customized to index your site and be made available to search engines • Good for dynamic pages that change frequently • Lets Google/Yahoo!/Bing know how often your content changes so that it can be reindexed in a more timely manner • XML format allows metadata insertion • Can be set to run on a daily, weekly, monthly or yearly schedule

  10. Graphical Robots.txt Editor • Insert rules for allow • Insert rules for disallow • Review your existing robots.txt file • Group inclusions and exclusions by User-Agent

  11. More Free SEO Toolkit Information • Crawling Websiteshttp://learn.iis.net/page.aspx/640/using-site-analysis-to-crawl-a-web-site/ • Report Usage and Recommendationshttp://learn.iis.net/page.aspx/641/using-site-analysis-reports/ • Managing Robots.txt and Sitemap Informationhttp://learn.iis.net/page.aspx/637/managing-robotstxt-and-sitemaps/

  12. Google Analytics and Web Site Traffic Analysis Quinn Robinson Web / Network Administrator Municipal Research and Services Center

  13. Setting Up Google Analytics • Sign up for a Google Account • Set up your Google Analytics Account • Add code snippet to your page and sit back and wait until people start visiting your site • Log in to Google Analytics and analyze search traffic and search engine keywords • Optimize your site and improve the user experiment of site visitors

  14. Log in to Google Analytics

  15. Test Drive Google Analytics Interface

  16. Benefits of Google Analytics • Works on any HTML page (even if the page is scripted in ASP.NET, ASPX, PHP, Python, etc.) • Analytics are available without having to manually analyze log files • Can show trends over time using graphs and data • Provides list of most common keywords used to access your site through third-party search engines (Google, Yahoo! and Bing) • Can be added to entire site by adding to site templates

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