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Presented May 26th to HPCA members and guests. The presentation consisted of an overview of web analytics, seo and sem, and then practical application of their use as applied to two member sites.
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Spinning Web Analytics,Search Optimization and Marketing
So... you have a website...
...and people visit it. Huzzah!!
... or do they?
WEB ANALYTICS
WEB ANALYTICS
WEB ANALYTICSHey! Wassup. You got a website to show me?
I do! You mind signing the guest book while you’re here?
Yeah yeah *scribble scribble scribble* There. Signed.Now can you show me a website?
Fine. Fine. Here’s some HTML code....I have a few JPEGs for you. Some Flash files...Oh, and here’s some Java. Here, take some cookies to go with that.
WEB ANALYTICS
WEB ANALYTICS
WEB ANALYTICS
Analytics software visualizes the data to make patterns more readily apparent and understandable.
WEB ANALYTICS
BUT...
WEB ANALYTICS
...it’s still just data. Data without context is just noise.
WEB ANALYTICS
WEB ANALYTICS ? ??
??
?
?
?
?
WEB ANALYTICS
WEB ANALYTICS
• How many visitors• How often they visited• How they’re visiting the site
(computer type and capabilities)• Where they came from (geographically)• Where they came from (referral type)• While here ... what did they do?
WEB ANALYTICS
• Using the clues in the data, a clear picture of your site’s visitors may be inferred
Escarpment Views
What is it?Online presence for print
magazine.Goals:• Attention– Drive sales of ads– Drive sales of magazine
What should we look for in our analytics web? ?
?
??
?
?
?
Escarpment Views
• Visitors• Continuous growth• Spikes ID’d and made
note of• Cultivate repeat visits• Ontario
Brief Intermission as we switch to live stats
Escarpment Views
• Content• What are people
looking at?• What brought them there?• Where did they go from
there?
• What do you WANT people to be looking at?• Are they looking at it?
Brief Intermission as we switch to live stats
WEB ANALYTICS
In solving a problem of this sort, the grand
thing is to be able to reason backward.
Get It Write
What is it?Freelance Writing Business
Goals:• Lead generation• Establish position as an
expert
What should we look for in our analytics web? ?
?
??
?
?
?
Get it Write
• Conversion• Track emails/phone calls
to website
WEB ANALYTICS
Get it Write
• Referrals• Who is sending traffic?• What keywords bring
people to your site?
Brief Intermission as we switch to live stats
Get it Write
• Content• What pages resulted in
the most referrals?• What pages resulted in
the most conversions?
Brief Intermission as we switch to live stats
WEB ANALYTICS
You know, a conjurer gets no credit when
once he has explained his trick; and if I show you too much of my method of working, you will come to the
conclusion that I am a very ordinary individual
after all.
“You can only manage what you can measure.”
- Peter Drucker
So how do we move the needle?
Make yourself more findable.
WEB ANALYTICS
How are people finding you now?
Who do you want to target?
Who do you want to target?
What are they looking for?
?
Own your keywords
Use keywords naturally and consistently
Think lasergun, not shotgun
WEB ANALYTICS
Brought to you by...
Rob Clark• http://disclz.me/RobClark • www.theelusivefish.com
Kyle McKeown• http://twitter.com/kyle_a_m• www.kylemckeown.com
Suggested Reading
• Complete Web Monitoring• l33t Ninja analytics skills revealed
• Web Analytics 2.0• Avinash is the evangelist for
analytics at Google• www.kaushik.net
Credits• Spider Web (http://www.flickr.com/photos/martinkreyness/301315926/)• Tape Measure (http://www.flickr.com/photos/pinksherbet/3209939998/)• Adrian on Computer (http://www.flickr.com/photos/bombardier/15371858/)• IBM 1620 (http://www.flickr.com/photos/euthman/2131988829/)• Butt in Denim (http://www.flickr.com/photos/carbonnyc/500028263/)• Sherlock (http://www.flickr.com/photos/londonmatt/3190604849/)• Intermission – accordian (http://www.flickr.com/photos/rjl20/126592970/)• Intermission – juggling (http://www.flickr.com/photos/rjl20/126592905/)• Intermission – straw hat (http://www.flickr.com/photos/rjl20/422854280/)• Intermission – clown (http://www.flickr.com/photos/rjl20/126592943/in/photostream/)• Tips (http://www.flickr.com/photos/thetruthabout/4577200260/)• Speedometer (http://www.flickr.com/photos/thatguyfromcchs08/2300190277/)• Lost and Found (http://www.flickr.com/photos/lightsoutfilms/3437299/)• Dog with bone (http://www.flickr.com/photos/shankbone/3022864843/)• Storm Trooper writing lines (http://www.flickr.com/photos/st3f4n/4193370268/)• Raygun (http://www.flickr.com/photos/tinkerbots/3395985867/)
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