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SEO & Analytics Leveraging the power of analytics to fuel your SEO strategy Joanne Casey

Dublin seo summit joanne casey

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Page 1: Dublin seo summit joanne casey

SEO & Analytics

Leveraging the power of analytics to fuel your SEO strategy

Joanne Casey

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This is how most people react when I say the word analytics…

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And this is how they feel when they realise its not as scary as they thought…

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This is how most people react on the mention of analytics

Good web analytics is like a smartphone…once you see how beneficial it is to you you’ll never go back to what you had before!

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1. Data aids understanding

2. Fuels realisation

3. Drives confidence 4. Brings accountability

5. Yields

growth

Data is Powering the Digital Age

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Breaking down the barriers

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Google Analytics

78% of Irish sites use Google Analytics

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Know what your site objectives are

2 1 3

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1. Inform your

Keyword Research (Don’t just stick to using the Google Keyword Tool)

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Investigate what keywords are working well in PPC

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Investigate the Match Search Query for PPC keywords

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Use Google Insights for Search

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Users driven by offline

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2. Get the Full Story with

Webmaster Tools Integration

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How often is your listing appearing and what’s the CTR?

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3. Advise your

Meta Data Writing

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Use PPC ad CTR to Incorporate best Ad messages in Metadata

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4. Advise your

Content Strategy

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Which current organically listed pages have a high bounce rate?

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What keywords are pages currently ranking against?

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5. Guide your

Linking Strategy

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Investigate Inbound links and optimise them for better visibility and user experience

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6. Test your site against

Speedy Gonzales

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Check Page Loading Times Per Page

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7. Get the Full Story with

Attribution

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First Interaction

Assist Interactions

Last Interaction

Data powers in-channel attribution

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How did Organic Search contribute to sales or conversions?

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8. Use Appropriate

Measurements of Success

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Don’t just focus on position

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Investigate the incremental traffic from SEO listings…

…Month-on-Month or Week-on-Week

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And as a result, the increase in Goals or Ecommerce Transactions

…Month-on-Month or Week-on-Week

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+ Investigate increase in # of organic keywords used to get to the site

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Analytics Data

Keyword Research

Content Development

Technical Optimisation

Link Development

Reporting & Analysis

UX

Copy

Design

Tech

PPC

SEO Tactics don’t work in a silo

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To sum it up… In the absence of good analytics… People concentrate on:

The Process

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In the presence of good analytics…

People concentrate on: Reaping Actionable Insights to inform their strategy…

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…and fuel continuous change to the process through testing

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So to sum up:

• Embrace your web analytics data

• Reap Actionable insights from the data and use it to empower your SEO strategy

• Set SEO success measurements based on incremental traffic/goals/sales

• Watch your ROI flourish

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Thank you!

Email: [email protected] Twitter: @joannecasey LinkedIn: http://ie.linkedin.com/in/joanneellencasey