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SEO & Web Analytics
Kwun Yeung & William Wong
Lecture 4
© Copyright 2013-2014, Creativeworks Group Limited.
SEO workflowHas website?
Analyze website and change it to SEO-friendly structure
Build website in SEO-friendly structure
Add good quality content
Link building
Add website to webmaster tools
Monitor traffic
No Yes
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Search Engine Marketing (SEM)
• SEO to increase organic search ranking
• Keywords advertising
• Web analytics
© Copyright 2013-2014, Creativeworks Group Limited.
Web Analytics
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Web Analytics
Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
Wikipedia
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Google Analyticshttp://www.google.com/analytics/
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Google Analytics
• Data Reporting
• Content Analytics
• Conversion Tracking
• Social Report
• Advertising Analytics
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• Visits
• Pages / Visit
• % New Visits
• Unique Visitors
• Avg. Visit Duration
• Pageviews
• Bounce Rate
• Demographics
• Language
• Location
• Traffic Source
• Conversion
• Goal
• Funnels
Analytics Terms
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Case Study - VENTÍQUE
http://www.ventique.com.hk
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Audience Overview
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Standard Report
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Conversion
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Goals
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Behavior
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Advanced Segments
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Users Flow
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Acquisition
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Paid / Organic Search
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Queries (from Google Webmaster Tools)
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Social
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Pages
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Site Speed
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Speed Suggestions
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In-Page Analytics
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Filters
• Filter out management traffic
• Group uppercase and lowercase URLs together
• Group URLs from same sections together
• any specific requirement
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Filters
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E-commerce Tracking
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Direct
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Direct Direct /Don’t know=
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UTM Parameters
• http://www.example.com/?utm_campaign=spring&utm_medium=referral&utm_source=exampleblog
• http://www.example.com/?utm_campaign=spring&utm_medium=email&utm_source=newsletter1
• http://www.example.com/?utm_campaign=spring&utm_medium=email&utm_source=newsletter1&utm_content=toplink
© Copyright 2013-2014, Creativeworks Group Limited.
© Copyright 2013-2014, Creativeworks Group Limited.
URL Builder
https://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998