google facts & stats: capitalizing on the latest updates in search
TRANSCRIPT
Google Facts & Stats: How to Capitalize on the Latest Updates in Search Strategies for staying one step ahead of the rest
Toll: +1 (951) 266-6122
Access Code: 652-162-938
@TravisLowSEO
#wm123
#wm123
@TravisLowSEO
Are the slides available?
Yes! Please email [email protected]
We want to hear from you!
@TravisLowSEO
#wm123
facebook.com/webmarketing123
Want to learn more?
Contact us for a complimentary SEO Consultation. Details
at end of webinar.
Housekeeping Items
#wm123
@TravisLowSEO
What’s at Stake Search engine use is growing rapidly
Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
#wm123
@TravisLowSEO
Source : Jupiter Research, 2010
If you are not on the 1st page, you are invisible to most searchers
Search Engine User Behavior
#wm123
@TravisLowSEO
Developed by Avinash Kaushik, this process helps to identify the “critical few” metrics for your business and take action on them.
The Web Metrics Lifecycle
Define
Measure
Analyze Action
Improve or Eliminate
Source: “Web Analytics 2.0,” Avinash Kaushik
#wm123
@TravisLowSEO
Developed by Avinash Kaushik, this process helps to identify the “critical few” metrics for your business and take action on them.
The Web Metrics Lifecycle
Define
Measure
Analyze Action
Improve or Eliminate
Source: “Web Analytics 2.0,” Avinash Kaushik
#wm123
@TravisLowSEO
Developed by Avinash Kaushik, this process helps to identify the “critical few” metrics for your business and take action on them.
The Web Metrics Lifecycle
Define
Measure
Analyze Action
Improve or Eliminate
Source: “Web Analytics 2.0,” Avinash Kaushik
#wm123
@TravisLowSEO
Developed by Avinash Kaushik, this process helps to identify the “critical few” metrics for your business and take action on them.
The Web Metrics Lifecycle
Define
Measure
Analyze Action
Improve or Eliminate
Source: “Web Analytics 2.0,” Avinash Kaushik
#wm123
@TravisLowSEO
Developed by Avinash Kaushik, this process helps to identify the “critical few” metrics for your business and take action on them.
The Web Metrics Lifecycle
Define
Measure
Analyze Action
Improve or Eliminate
Source: “Web Analytics 2.0,” Avinash Kaushik
#wm123
@TravisLowSEO
Developed by Avinash Kaushik, this process helps to identify the “critical few” metrics for your business and take action on them.
The Web Metrics Lifecycle
Define
Measure
Analyze Action
Improve or Eliminate
Source: “Web Analytics 2.0,” Avinash Kaushik
#wm123
@TravisLowSEO
Google Analytics Benchmark Newsletter
The date range of comparison for this newsletter is from
November 1, 2010 - February 1, 2011
Comparison is done with data from November 1, 2009 -
February 1, 2010
Data is derived from websites that have opted-in anonymous
data sharing with Google Analytics
#wm123
@TravisLowSEO
Nov ‘09–Feb ‘10 Nov ‘10-Feb ‘11 Difference
Pages/Visit 4.9 4.5 -0.4
Bounce Rate 48.2% 47.0% -1.2%
Avg Time on Site 5:49 5:23 -0:26
Compared to a year ago, websites have seen reduced pages per visit, average time on site, as well as bounce rate.
Web Metrics Overview
#wm123
@TravisLowSEO
1 Traffic Sources Overview of different sources that send traffic to your site
2 Bounce Rate A critical measure of webpage’s relevance to a visitor
3 Time Spent on Website Metric used to assess visitor engagement and site usage
4 Conversion Rate Helps to measure outcomes, i.e. did visitor perform our intended action?
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda: Metrics We’ll Cover
#wm123
@TravisLowSEO
1 Traffic Sources Overview of different sources that send traffic to your site
2 Bounce Rate A critical measure of webpage’s relevance to a visitor
3 Time Spent on Website Metric used to assess visitor engagement and site usage
4 Conversion Rate Helps to measure outcomes, i.e. did visitor perform our intended action?
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda: Metrics We’ll Cover
#wm123
@TravisLowSEO
Overview of the different kinds of sources that send traffic to your site
Metric Defined: Traffic Sources
#wm123
@TravisLowSEO
The better you understand where your traffic comes from, you can gain insight into what kind of people are coming and why
Why This Metric Matters: Traffic Sources
#wm123
@TravisLowSEO
% Visits from
Sources Nov ‘09–Feb ‘10 Nov ‘10-Feb ‘11 Difference
Direct 36.5% 36.8% +0.3%
Referral 21.0% 19.4% -1.6%
Search Engines 27.0% 28.0% +1.0%
Other 15.5% 15.8% +0.3%
Direct traffic continues to lead the way at nearly 37% of overall traffic. Search engine traffic grew the most during same period YOY.
Google Benchmark Results: Traffic Sources
#wm123
@TravisLowSEO
Investigate Google Insights to compare long-term trends: www.google.com/insights/search
Recommendation #1: Improving “Traffic Sources”
#wm123
@TravisLowSEO
Select a mix of both “head match” and “long tail” keywords
Recommendation #1: Improving “Traffic Sources”
#wm123
@TravisLowSEO
1 Traffic Sources Overview of different sources that send traffic to your site
2 Bounce Rate A critical measure of webpage’s relevance to a visitor
3 Time Spent on Website Metric used to assess visitor engagement and site usage
4 Conversion Rate Helps to measure outcomes, i.e. did visitor perform our intended action?
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda: Metrics We’ll Cover
#wm123
@TravisLowSEO
The percentage of single-page visits, i.e. visits in which the person left your site from the entrance page
Metric Defined: Bounce Rate
#wm123
@TravisLowSEO
Bounce Rate is an important measure of relevance
Why This Metric Matters: Bounce Rate
Bounce Rate is a great metric because…
It is hard to misunderstand
It is actionable, especially for identifying low-
hanging fruit
It measures customer behavior
#wm123
@TravisLowSEO
Average bounce hovers around 50%, i.e. half of visitors arrive on your website and leave with visiting any other pages
Google Benchmark Results: Bounce Rate
#wm123
@TravisLowSEO
Develop a mapping document that targets 3-5 keywords per page
Recommendation #2: Improving “Bounce Rate”
#wm123
@TravisLowSEO
1 Traffic Sources Overview of different sources that send traffic to your site
2 Bounce Rate A critical measure of webpage’s relevance to a visitor
3 Time Spent on Website Metric used to assess visitor engagement and site usage
4 Conversion Rate Helps to measure outcomes, i.e. did visitor perform our intended action?
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda: Metrics We’ll Cover
#wm123
@TravisLowSEO
Represents how long people stayed on your site
Metric Defined: Average Time on Site
Cumulative Time Spent on
Website by All Visitors
Total Number of Visitors
Average Time
on Site
#wm123
@TravisLowSEO
Average Time on Site is an important measure of engagement
Why This Metric Matters: Average Time on Site
Time on Site is a great metric because…
It speaks to the stickiness of your content
It measures customer behavior
It is easy to understand
#wm123
@TravisLowSEO
Average time on site dropped to 5:23 in the 2010-2011 sample period – a drop of 26 seconds from prior period
Google Benchmark Results: Average Time on Site
#wm123
@TravisLowSEO
Recommendation #3: Improving “Avg Time on Site”
Consider your site’s thematic structure
• Thematically Group Pages
Around Keywords
• Link Pages Within The Same
Groups To Further Strengthen
Theme of Website
• Take advantage of
breadcrumb and footer link
navigational elements
Mobile
Enterprise
SMB
Other Relevant Internal Pages
Mobile SMB Enterprise
#wm123
@TravisLowSEO
1 Traffic Sources Overview of different sources that send traffic to your site
2 Bounce Rate A critical measure of webpage’s relevance to a visitor
3 Time Spent on Website Metric used to assess visitor engagement and site usage
4 Conversion Rate Helps to measure outcomes, i.e. did visitor perform our intended action?
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda: Metrics We’ll Cover
#wm123
@TravisLowSEO
One of digital marketer’s favorite metrics for measuring outcomes
Metric Defined: Conversion Rate
Ask Yourself: How many visitors completed your intended action?
Outcomes (leads, sales,
form fill outs, etc.)
Total Number of Visits
Conversion
Rate
#wm123
@TravisLowSEO
Conversion Rate helps us prove the value of our digital marketing investment
Why This Metric Matters: Conversion Rate
Conversion Rate is a great metric because…
Compared to most online metrics, it is one of the
closest to actual business outcomes
It can be optimized for and improved!
It measures if our visitors are performing our
intended actions on the website
#wm123
@TravisLowSEO
Conversion rates vary by country, with the US conversion rate being approximately 1%
Google Benchmark Results: Conversion Rate
#wm123
@TravisLowSEO
Implement goal tracking and study your analytics
Recommendation #4: Improving “Conversion Rate”
Set up Goals
• Define conversions for your business goals
• Set your goal values
• Analyze which keywords are leading to more
conversions and work to strengthen them in your
links and content
• Consider removing poor-performing keywords from
your campaign
• Observe where visitors abandon the goal path and
analyze the data to determine why
#wm123
@TravisLowSEO
Goal Tracking: By Conversion Type!
#wm123
@TravisLowSEO
1 Traffic Sources Overview of different sources that send traffic to your site
2 Bounce Rate A critical measure of webpage’s relevance to a visitor
3 Time Spent on Website Metric used to assess visitor engagement and site usage
4 Conversion Rate Helps to measure outcomes, i.e. did visitor perform our intended action?
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda: Metrics We’ll Cover
#wm123
@TravisLowSEO
5 Search Marketing and the Complex Sale
Source: http://hbr.org/2010/12/branding-in-the-digital-age/sb1
Then: The Funnel Metaphor
#wm123
@TravisLowSEO
5 Search Marketing and the Complex Sale Now: The Customer Decision Journey
Source: http://hbr.org/2010/12/branding-in-the-digital-age/sb1
#wm123
@TravisLowSEO
5 “Typical” Visitor Path Does Not Exist! Prospects arrive through a variety of digital channels: SEO, paid ads,
remarketing, display, referral, social, and more.
#wm123
@TravisLowSEO
5 Why Digital Marketers Need This Full Funnel Digital Visibility
- Most marketers would
attribute sales to last
touch, i.e. “closers”
#wm123
@TravisLowSEO
5 Why Digital Marketers Need This Full Funnel Digital Visibility
- Most marketers would
attribute sales to last
touch, i.e. “closers”
- Reality is that there are several
touch points before the “closer”
that influenced the purchase
decision
- Marketing currently gets no
credit for these!
#wm123
@TravisLowSEO
Measuring SEO effectiveness by identifying keywords that drove the best conversions and sales
5 The Best SEO Reporting
#wm123
@TravisLowSEO
• SEO is Constantly Evolving: Take advantage of tools and resources
(many of them free!) to stay up to date on latest search marketing trends.
• Know Your Goals: Regardless of tactics utilized, don’t lose site of
overall strategy and expected outcomes.
• Prove the ROI: Continue to demonstrate the ROI of digital marketing by
measuring outcomes and reallocating budget to highest performing
channels.
Key Takeaways
Thank You!
#wm123
@TravisLowSEO
Contact Us about Qualifying for a Complimentary Consultation
-Competitive Report: find out where you rank against your top
competitors and what tactics they’re employing
-Opportunity Analysis: learn how to improve your Digital Marketing
Strategy and see how much opportunity is available for your company
-ROI Tracking: detailing the keywords and sources that visitors are using
to discover your website and if those visitors are converting into leads and
sales
Please contact: