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1 Websites and Google Analytics You ve got a website, but do you know how well it s working? Learn to improve the design content and navigation of your website using Google Analytics. Plus: Search Engine Optimisation (SEO) Your Seminar Presenter: Marie Page BA (hons), FCIM, Chartered Marketer, PGCE Director, Musicademy and Worship Backing Band Digital Marketing Practitioner Chartered Institute of Marketing Tutor & for Marie s digital marketing blog and practical social media ebook: The Art of Conversation For our worship blog and other free resources Marie Page, Musicademy

2 About Musicademy DVDs & Online Learning Guitar, Vocals, Keys Drums, Bass, Orchestral Playing by Ear Worship Backing Band For churches with half a band or even no band at all You choose the instrument mix You play, it fills in for missing musicians Marie Page, Musicademy

3 Today s Seminar Today we will cover: How to create a Google Analytics account Advantages of Google Analytics Metrics jargon The dashboard Live demonstration of drilling down into a real website s metrics Further help Search Engine Optimisation (SEO) basics 5 Google Analytics An amazing set of free tools from Google See how many people access your site, from where and how long they stay Monitor your paid and organic search traffic Track goal conversion Monitor campaign return on investment See how customers navigate your site Discover how customers find you Find out which pages turn your customers off Learn which keywords people use to find you Marie Page, Musicademy

4 Creating an Analytics Account Google Analytics will not affect: The performance The appearance of your website and There are no extra files to host Also, it s a set of results you can t break it! Head to Create an account Log in, read through and input data to the settings page Code Installation To install, paste the Google Analytics Tracking Code anywhere in to your page's HTML code. Place the code at the bottom of your page's code (directly before the closing </body> tag) to avoid any possible issues with your page loading at a slower rate. Marie Page, Musicademy

5 Advantages of Google Analytics Easy to use Documentation and help Integration with AdWords Its free! But: No individual customer journeys No retrospective goals/funnels/filters No access to the underlying data Metrics Jargon Metric Unique Visitor Visit Page impression Hit Conversion Meaning The number of individuals who visit a website in a fixed time period One visit by a single customer. Visit ends after no activity for 30 minutes One person viewing one web page Request serviced by a web server. Not a measure of numbers of people viewing the page User achieves a defined goal Marie Page, Musicademy

6 Logging in The Google Analytics Dashboard Marie Page, Musicademy

7 Google Analytics Reports Audience (visitors) Advertising Traffic Sources Content Conversions Google Analytics Reports Marie Page, Musicademy

8 Visitor Flow Marie reporting - Mailchimp Marie Page, Musicademy

9 Split testing subject lines Which articles get the most clicks? Marie Page, Musicademy

10 Mailchimp tracking Mailchimp Tracking Marie Page, Musicademy

11 Customer Insights Further Help Google Analytics Conversion University Advanced Web Analytics with GA Brian Clifton Avinash Kaushik s blog Web Analytics Demystified Books Consultancy and bespoke training Lynchpin (Andrew Hood) Marie Page, Musicademy

12 Search Engine Optimisation (SEO) Marie Cutting through the jargon Marie Marie Page, Musicademy

13 How do search engines work? kopty ngine 25 Search Engine Optimisation (SEO) The ingredients that make a site likely to be found: A great website Keywords Unique fresh content Site map Page optimisation Back links Paid for links Likes, reviews, comments Languages, geography, Google Earth, Google Maps and local search priming Tracking and tuning 26 Marie Page, Musicademy

14 Keywords and Keyphrases Look at your weblogs (AWStats etc) and Google Analytics data Use a thesaurus to come up with similar words See what keywords your competitors have (view page source) Google keyword tool u= & c= &ideareq uesttype=keyword_ideas#search.none Keywords Continued Don t use in-house/supply side jargon that your customers are unlikely to use Think about misspellings and Americanisms/Britishisms Find words that your competitors have missed Best to pluralise your keywords Related keyword tool GoRank Ontology Finder Qualifying words like cheap, quality, awesome and related words (discount, bargain, luxury) Marie Page, Musicademy

15 Prominence Proximity Density Keyword Deployment Keyword Prominence The words at the front of a piece of text are more important than the rest Musicademy worship guitar dvds Worship guitar dvds from Musicademy Important page areas are: Title tags Meta description tag Keyword tag Heading tag (h1, h2) Alt text tag Page text Marie Page, Musicademy

16 Keyword Proximity How close are the keywords that make up your keyphrases Keep keywords together as a unit The relative frequency with which the keyword is found within the text (relative to other words) Helping Google crawl your pages Submit your URL Get other sites to link to yours Sign up for Google Webmaster Tools, verify your site and submit a sitemap Site Structure the cascade (breadcrumb trail) Home page Section pages Category pages Content pages Marie Page, Musicademy

17 SEO Tricks Backing vocals in url H1 Page title H2 Unique content Missing: Alt text Backlinks Multi-media Social media mentions Marie Marie Page, Musicademy

18 SEO Tricks Back links Unique content URL using keywords H1, H2, H3, Alt text Multimedia Use the SEO add-in Comments/UGC Social media mentions Back Links The most important element Links from high PageRank sites are best Active linking (submitting or requesting a link) Passive linking (link baiting) creating attractive content for others to link back to unique links ideal with key phrases in the anchor text Main links and deep links Marie Page, Musicademy

19 The Google Algorithm Google s algorithm combines: Relative importance Relevance Reliability To determine the overall significance of a page for any given search The PageRank algorithm determines the relative importance of all pages using link quality and source importance The TrustRank algorithm determines source reliability mainly using age The Text Matching algorithm determines the relevance of both site and source using link quality and other related factors Page Optimisation Heading Tags <h1>heading text here</h1> <h2>first subheading text here</h2> Image alt tag Labels for images so that search engines and partically sighted users can see the images Good opportunity for keywords URLs Again, make keyword dense Documents Recode the meta data in all documents, and pdfs to add meaningful titles and add keywords Video Code your titles with keywords Load to Youtube, Google Video, Vimeo etc Marie Page, Musicademy

20 Page Optimisation Page title - the <title> tag which appears in the <head> section Ideally truncates at 66 and 75 characters Each page should be different Begin with the name of your business and in the form of a breadcrumb trail Try to incorporate something to incentivise the user to click on the link Make it keyword dense - keywords in the title tag should be repeated in the URL, the meta keyword tag, headings tags and page body text Page Optimisation Meta Description tag placed between the <head> tags Provides a brief description of page content building on the headline in the title tags <meta name= description content= your description here. /> words of max 180 characters (for good snippet use) Keyword tag placed between the <head> tags Provides a brief description of page content building on the headline in the title tags <meta name= keywords content= keyword1,keyword2,key phrase1 /> words max Marie Page, Musicademy

21 Page Optimisation Body Text Keep pages as short as you can ( words) Have more sections, categories and pages if you need more Less pages mean for better keyword proximity and density Use bold to pick out keywords sparingly Don t use underline unless it s a link Divide into short paragraphs Scatter keyword chains throughout Call to action or summary at the end (see snippets section) Page Optimisation Internal Links Tests show people prefer split-menu navigation (tabs across the top and left side) Use keywords in these links Link words within the text to relevant pages Mailto: links either to you for feedback or to recommend a friend Add to favourites link for bookmarking Marie Page, Musicademy

22 Page Optimisation Outbound Links Google uses your outbound links to identify related sites Ask.com looks at outbound links when allocating page rank Link to websites with a higher page rank than yours Avoid links on money pages you don t want to lose customers that would otherwise have bought Consider No Follow links so you don t lose the search robots from your site as quickly Need extra help? Google Analytics David Viney Get to the Top of Google Social Media How-To Guide To download Marie s ebook The Art of Conversation a practical how-to guide to using social media Marie Page, Musicademy

23 For Further Information Sign up for free resources and to receive our weekly e-newsletter packed with useful articles and special offers Sign up on our mailing list at the Musicademy booth or via the clipboard to receive these teaching notes by Marie Page, Musicademy