Intro to SEO and Google Analytics

Overview

  1. Day One - Tuesday, June 27
    1. Workshop Introductions
    2. What is SEO?
    3. SERPs
    4. Your Site - Plus Activity!
    5. Link Building
    6. Social Media & The Searcher
    7. Black Hat, Local and Other Goodies
    8. Homework!
  2. Day Two - Thursday, June 29
    1. Homework Review
    2. Intro To Google Analytics
    3. Your Goals 
    4. Walkthrough

Homework Review

Prospect Quality v. Conversion Probability

Channel Conversion Probability Prospect Quality
(target market?) 		Scale
Email High High Low
PPC Medium-High High Medium
Affiliate/
Influencer 		Medium-High Medium Medium

Social Medium Medium-High High
SEO/Content Marketing High High Medium
Display Low Low High

Intro to Google Analytics

First, the basics:

  • It's free! Sign up here. 
  • You can get certified (as an individual or with an agency). You'll need to sign up for Google Partners. Google lists the steps here.
  • They offer classes too
    • https://analytics.google.com/analytics/academy/
  • Google Analytics will answer your basic website questions
  • There's no right or wrong way to organize your Google Analytics account

Setting Up Your GA Account

First, the basics:

  • After you create the account, you'll need to install the tracking code into the header on each page of your website (or use a plugin)
  • Google Analytics IDs start with "UA-"
  • Things you want to set up:
    • Goals
    • Views that exclude IP addresses
    • Turn on site search tracking (so that you can track what searches are being done on your site)
  • It takes 1-2 days to start getting data!

What should I track?

KPIs!

(Key Performance Indicators)

 

"A Key Performance Indicator is a measurable value that demonstrates how effectively a company is achieving key business objectives. Organizations use KPIs at multiple levels to evaluate their success at reaching targets."

What are my goals?

Goal How To Track
Traffic Visitors, Uniques
Audience Followers, Likes
Community Comments, Questions, Replies
Leads Email lists, User Data
Transactions Sales, ROI, $$$

Custom URLs

Think landing pages and campaigns!

 

Building a custom URL will allow you to track more specific items about a link you share.

 

You can build these yourself, or use an online tool (here or here).

Custom URLs

Type of tags you can add to a URL:

  • utm_source: Identify the advertiser, site, publication, etc. that is sending traffic to your property (or referrer)
  • utm_medium: The advertising or marketing medium
  • utm_campaign: The individual campaign name, slogan, promo code, etc.
  • utm_term: Identify paid search keywords (manually tagging) (optional)
  • utm_content: Used to differentiate similar content, or links within the same ad (optional)

What do these look like?

https://www.grandcircus.co/?utm_source=Facebook&utm_medium=WorkshopTeacher&utm_campaign=WorkshopPromo&utm_content=SignUpNowButton


More examples!

http://www.example.com/?utm_source=exampleblog&utm_medium=referral&utm_campaign=summer-sale

http://www.example.com/?utm_source=newsletter1&utm_medium=email&utm_campaign=summer-sale

http://www.example.com/?utm_source=newsletter1&utm_medium=email&utm_campaign=summer-sale&utm_content=toplink

Walkthrough Time!

First up, Google Keyword Planner

(You'll need a Google AdWords account for this. Don't worry, that's free too)

 

Use this tool to:

  • See traffic patterns for keywords
  • Brainstorm new keywords
  • Learn about negative keywords
  • Get to creating better content!
  • Google Trends also helps with keyword brainstorming!

Walkthrough Time!

Next, Google Webmaster Tools

 

Use this tool to:

  • Support your site SEO-wise
  • Check out your site's performance
  • Think of it as a "console" for your website
  • "Disavow" links here

Walkthrough Time!

Finally, Google Analytics

 

 

Use this tool to:

  • Track & measure everything!
  • Create and send reports
  • Literally everything else related to your website traffic

Blogs!

This one from Moz about the absolute basics of setting up a GA account.

This one from Yoast about optimizing your images for SEO.

This one from Conversion Voodoo about everything GA.

This article from Google about building custom URLs.

Keep on keepin' up

 

It's important to keep up with the industry (it's probably changed since the beginning of this class!).

Questions!?

Class Survey

Please take our post-class survey to improve future events at Grand Circus!

(case sensitive)

 

bit.ly/SEOandGoogleAnalytics

 

LinkedIn:  https://www.linkedin.com/in/leahyanuszeski

Email:  lyanuszeski10@hotmail.com

Intro to SEO and Google Analytics - Day 2

By Leah Yanuszeski

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Intro to SEO and Google Analytics - Day 2

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