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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.

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SEO & Analytics The Grey and the Hard Numbers

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  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/

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