Dublin seo summit joanne casey
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This document discusses how analytics can fuel an SEO strategy. It begins by explaining how analytics can help overcome fears and drive understanding of data. It then lists five ways data empowers the digital age, including aiding understanding and fueling realization. The document provides tips for using analytics to inform keyword research, guide metadata writing and content strategy, and measure success based on incremental gains. It emphasizes that analytics reveal actionable insights to continuously improve SEO processes.
Dublin seo summit joanne casey
- 1. SEO & Analytics Leveraging the power of analytics to fuel your SEO strategy Joanne Casey
- 2. This is how most people react when I say the word analytics
- 3. And this is how they feel when they realise its not as scary as they thought
- 4. Good web analytics is like a smartphoneonce you see how beneficial itreact you youll never This is how most people is to on go back to whatanalytics before! the mention of you had
- 5. Data is Powering the Digital Age 5. Yields growth 4. Brings accountability 3. Drives confidence 2. Fuels realisation 1. Data aids understanding
- 6. Breaking down the barriers
- 7. Google Analytics 78% of Irish sites use Google Analytics
- 8. Know what your site objectives are 2 1 3
- 9. 1. Inform your Keyword Research (Dont just stick to using the Google Keyword Tool)
- 10. Investigate what keywords are working well in PPC
- 11. Investigate the Match Search Query for PPC keywords
- 12. Use Google Insights for Search
- 13. Users driven by offline
- 14. 2. Get the Full Story with Webmaster Tools Integration
- 15. How often is your listing appearing and whats the CTR?
- 16. 3. Advise your Meta Data Writing
- 17. Use PPC ad CTR to Incorporate best Ad messages in Metadata
- 18. 4. Advise your Content Strategy
- 19. Which current organically listed pages have a high bounce rate?
- 20. What keywords are pages currently ranking against?
- 21. 5. Guide your Linking Strategy
- 22. Investigate Inbound links and optimise them for better visibility and user experience
- 23. 6. Test your site against Speedy Gonzales
- 24. Check Page Loading Times Per Page
- 25. 7. Get the Full Story with Attribution
- 26. Data powers in-channel attribution Last Interaction Assist Interactions First Interaction
- 27. How did Organic Search contribute to sales or conversions?
- 28. 8. Use Appropriate Measurements of Success
- 29. Dont just focus on position
- 30. Investigate the incremental traffic from SEO listings Month-on-Month or Week-on-Week
- 31. And as a result, the increase in Goals or Ecommerce Transactions Month-on-Month or Week-on-Week
- 32. + Investigate increase in # of organic keywords used to get to the site
- 33. SEO Tactics dont work in a silo UX Keyword Research Copy Content Development Analytics Data Design Technical Optimisation Link Tech Development Reporting & PPC Analysis
- 34. To sum it up In the absence of good analytics People concentrate on: The Process
- 35. In the presence of good analytics People concentrate on: Reaping Actionable Insights to inform their strategy
- 36. and fuel continuous change to the process through testing
- 37. 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
- 38. Thank you! Email: contact@glowmetrics.com Twitter: @joannecasey LinkedIn: http://ie.linkedin.com/in/joanneellencasey