Intro to SEO and Google Analytics

Overview

~~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!~~
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)