dublin seo summit joanne casey
DESCRIPTION
TRANSCRIPT
![Page 1: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/1.jpg)
SEO & Analytics
Leveraging the power of analytics to fuel your SEO strategy
Joanne Casey
![Page 2: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/2.jpg)
This is how most people react when I say the word analytics…
![Page 3: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/3.jpg)
And this is how they feel when they realise its not as scary as they thought…
![Page 4: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/4.jpg)
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!
![Page 5: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/5.jpg)
1. Data aids understanding
2. Fuels realisation
3. Drives confidence 4. Brings accountability
5. Yields
growth
Data is Powering the Digital Age
![Page 6: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/6.jpg)
Breaking down the barriers
![Page 7: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/7.jpg)
Google Analytics
78% of Irish sites use Google Analytics
![Page 8: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/8.jpg)
Know what your site objectives are
2 1 3
![Page 9: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/9.jpg)
1. Inform your
Keyword Research (Don’t just stick to using the Google Keyword Tool)
![Page 10: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/10.jpg)
Investigate what keywords are working well in PPC
![Page 11: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/11.jpg)
Investigate the Match Search Query for PPC keywords
![Page 12: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/12.jpg)
Use Google Insights for Search
![Page 13: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/13.jpg)
Users driven by offline
![Page 14: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/14.jpg)
2. Get the Full Story with
Webmaster Tools Integration
![Page 15: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/15.jpg)
How often is your listing appearing and what’s the CTR?
![Page 16: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/16.jpg)
3. Advise your
Meta Data Writing
![Page 17: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/17.jpg)
Use PPC ad CTR to Incorporate best Ad messages in Metadata
![Page 18: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/18.jpg)
4. Advise your
Content Strategy
![Page 19: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/19.jpg)
Which current organically listed pages have a high bounce rate?
![Page 20: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/20.jpg)
What keywords are pages currently ranking against?
![Page 21: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/21.jpg)
5. Guide your
Linking Strategy
![Page 22: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/22.jpg)
Investigate Inbound links and optimise them for better visibility and user experience
![Page 23: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/23.jpg)
6. Test your site against
Speedy Gonzales
![Page 24: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/24.jpg)
Check Page Loading Times Per Page
![Page 25: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/25.jpg)
7. Get the Full Story with
Attribution
![Page 26: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/26.jpg)
First Interaction
Assist Interactions
Last Interaction
Data powers in-channel attribution
![Page 27: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/27.jpg)
How did Organic Search contribute to sales or conversions?
![Page 28: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/28.jpg)
8. Use Appropriate
Measurements of Success
![Page 29: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/29.jpg)
Don’t just focus on position
![Page 30: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/30.jpg)
Investigate the incremental traffic from SEO listings…
…Month-on-Month or Week-on-Week
![Page 31: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/31.jpg)
And as a result, the increase in Goals or Ecommerce Transactions
…Month-on-Month or Week-on-Week
![Page 32: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/32.jpg)
+ Investigate increase in # of organic keywords used to get to the site
![Page 33: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/33.jpg)
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
![Page 34: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/34.jpg)
To sum it up… In the absence of good analytics… People concentrate on:
The Process
![Page 35: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/35.jpg)
In the presence of good analytics…
People concentrate on: Reaping Actionable Insights to inform their strategy…
![Page 36: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/36.jpg)
…and fuel continuous change to the process through testing
![Page 37: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/37.jpg)
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
![Page 38: Dublin seo summit joanne casey](https://reader030.vdocument.in/reader030/viewer/2022020206/5456124fb1af9fcf338b4cb0/html5/thumbnails/38.jpg)
Thank you!
Email: [email protected] Twitter: @joannecasey LinkedIn: http://ie.linkedin.com/in/joanneellencasey