Web Analytics & Online Monitoring ToolsTraining Seminar

Wednesday 18th June, 2014 10:00am – 12:00pmSlide: 1

Matt Lynch• General Manager of Vorian Agency – Delivering integrated online and offline marketing solutions to

business wrestling with how to market in today’s changing environment.

• With over 20 years Information Technology and Online Marketing Experience, primary speciality being Search Engine Optimisation (SEO), working both within agency and in-house roles as a digital marketing specialist.

• Enjoys keeping up with the 'bleeding edge' of technology advancements and social media evolvement to ensure current knowledge in an ever changing landscape, leading to early adoption and determination of opportunity for marketing enhancement.

• Local, national and international project experience particularly in the field of Travel with companies such as Trafalgar Tours, The Travel Corporation brand and travel properties, Stella Travel and Best Flights; Matt has earned a reputation as an online marketing expert and search evangelist for thoroughness, quality, technical knowledge and success driven results. Matt's previous role was as the Global Online Marketing Manager for Trafalgar, coordinating the online marketing efforts with international teams for this global brand.

Your Presenter: Vorian Agency General Manager

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Connect with Matt…LinkedIn: http://au.linkedin.com/in/mattlynchseo Twitter: https://twitter.com/mattrlynch Google+: https://plus.google.com/+MattLynchAUFacebook: https://www.facebook.com/mattrlynch Pinterest: http://pinterest.com/mattrlynch Instagram: http://instagram.com/#mattrlynch YouTube: https://www.youtube.com/user/aumattlynchVimeo: https://vimeo.com/mattrlynchVine: https://vine.co/mattlynchKlout: http://klout.com/#/mattrlynchEmail: matt.lynch@vorian.com.au

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Interactive Questions?During today’s session, you are welcome to tweet

questions to our Vorian Agency Twitter Account @vorianagency using the hashtag #voriantraining

https://twitter.com/vorianagency

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HousekeepingBefore we start, please note the following:

• Exits• Toilets• Mobile Phones on Silent• Question & Answer session at end of the Presentation• A link to the Presentation Slide Notes and Video will be emailed to you • Vorian Agency info packs are provided to showcase our service offering• Vorian staff are available to arrange an appointment or answer specific questions • Please provide your feedback on today’s seminar on the supplied questionnaire• Please invite others you may know to register for our free seminar series

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In today’s session…We’re going to learn to view insights and data about your website and online marketing.

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• Google Analytics• Google Webmaster Tools• Google My Places• Google Adwords• Bing Webmaster Tools• URL Trends• MOZ Open Site Explorer• Link Diagnosis• Xenu Link Checker• W3C Validator

• WebPageTest.org• Connection Monitor• Browser Shots• DNSBL (Email Black Lists)• Click Tale + Crazy Egg Heat Maps• Server Side Log Analyers• Google Alerts• HootSuite• Social Mention• Google URL Shortener +

Campaign Tagging

Google AnalyticsURL: https://www.google.com.au/analytics/Google Analytics not only lets you measure sales and conversions, but also

gives you fresh insights into how visitors use your site, how they arrived on your site, and how you can keep them coming back.

Google Analytics is perhaps the most commonly used, free, and widely recognised as the standard of web statistics. Google Analytics gives very accurate statistics on not only traffic but also keeps track of almost everything a cookie can store (browsers, type of OS, plugins installed, etc.) on each unique visitors. It is also used to keep track of Google Adwords (Pay Per Click - PPC), integrates with Google Webmaster Tools (GWT), and can be used with Apps (IOS and Android Applications).

Walk through of Google Analytics…

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Google Webmaster Tools (GWT)URL: http://www.google.com/intl/en/webmasters/

Google Webmaster Tools provides that direct two way communication between your website and Google.

• Receive messages on the performance of your website as seen by Google• Feedback on <html> improvements, use Data Highlighter, provide

Structured Data, and control your Sitelinks.• Review Search Traffic queries, links to your site, internal link structure and

also any manual actions taken against your site by Google• Google Index – how many pages are indexed by Google, Content Keywords

across the site, and remove URL function.• Crawl information, errors, stats , robots.txt and SitemapsWalk through of Google Webmaster Tools…

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Google My Business (Places)URL: http://www.google.com.au/business/• Update your business info on Search, Maps (Places) and Google+ from one

place.• Connect directly with your fans and customers by sharing news, events

and other important updates from your Google+ page.• Stay on top of reviews from across the web, and respond to Google

reviews.• Connect to your YouTube channel, Google Analytics, and start with Adwords

Express.Walk through of Google My Business…

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Google AdwordsURL: https://adwords.google.comIf you use Google Adwords for your business, you’ll be able to also schedule

reporting out of Google Analytics Dashboard, and view performance inside of Adwords.

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Bing Webmaster Tools (BWT)URL: http://www.bing.com/toolbox/webmaster/Bing Webmaster Tools provides that direct two way communication between your

website and Bing/Yahoo! • Configure Your Site; Sitemaps, Submit URLs, crawl control, block URLs, Disavow

Links, add Geo-Targeting, verify ownership, Connect Pages (Social Media).• Reports & Data; Page Traffic, Index Explorer (301, 404, Exclusions and Malware),

Search Keywords, SEO Reports, Inbound Links, Crawl Information, Malware.• Diagnostics & Tools; Keyword Research, Link Explorer, Fetch, Markup Validator,

SEO Analyzer, Verify Bingbot, Site Move.• Messages from Bing

Walk through of Bing Webmaster Tools…

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URL TrendsURL: http://www.urltrends.com/The recently redesigned Trend Report will allow you to view vital search engine

information about any url that you enter. The Trend Report will allow you to see the Urls link popularity, PageRank™, Alexa Rank, keywords that you can find the site by and more.

Walk through of URL Trends…

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MOZ Open Site ExplorerURL: http://www.opensiteexplorer.orgFind out what sites are linking to your own, what anchor text they use, and the

quality of these sites.

Walk through of MOZ Open Site Explorer…

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Link DiagnosisURL: http://www.linkdiagnosis.com/Find out what sites are linking to your own, what anchor text they use, and the

quality of these sites.

Walk through of Link Diagnosis…

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Xenu Link CheckerURL: http://xenus-link-sleuth.en.softonic.com/Xenu is a powerful search spider tool to check for broken links on your website:• Broken Links• Redirects (301 and 302)• Sitemap (titles)

Walk through of Xenu…

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W3C Markup ValidationURL: http://validator.w3.org/This validator checks the markup validity of Web documents in HTML, XHTML,

SMIL, MathML, etc. You can also check the validation of the .CSS (Style Sheets).

Walk through of W3C Validator…

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WebPageTestURL: http://www.webpagetest.org/WebPageTest will test a website’s performance and can be configured for:• Different Test Locations• Different Browsers• Different consumer connection speeds (internet conections)

Walk through of WebPageTest…

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Neustar Web Performance TestURL: http://www.neustar.biz/resources/tools/free-website-performance-testNeustar will test a website’s performance to:• Monitor and load test websites regardless of size and geographic location.• Easily understand website performance while it's in action.• Remove web performance barriers quickly.

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Connection MonitorURL: http://www.steelbytes.com/ Pings hosts at regular intervals, to determine if your connection is working,

and generate a log of the results.

Walk through of Connection Monitor…

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Browser CompatibilityURL: http://browsershots.org/ BrowserShots will provide screen shots of how your web page appears across

different Operating Systems and different web browser versions, so you can check for compatability of the layout and appearance.

Also check out iPad Peek: http://ipadpeek.com/

Walk through of Browser Shots…

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DNSBL (Black List Test)URL: http://www.dnsbl.info/Domain Name System Blacklists, also known as DNSBL's or DNS Blacklists, are

spam blocking lists that allow a website administrator to block messages from specific systems that have a history of sending spam.

Walk through of DNSBL…

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ClickTaleURL: http://www.clicktale.comHeatmaps and recorded user sessions interacting with your website.Also check out: https://www.crazyegg.com

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There are other tools…Google Analytics is the one of the best online analytics tool and software to

track your website traffic and stats. There's a myriad of hosted web analytics solutions. Some are free, most are

not. A few are priced as a flat, monthly rate while others offer a tiered pricing structure based on number of page views.

Many companies offer analytics software hosted as a service. Some common names in this space include:

• Webtrends• Adobe (Omniture)• Mint• Clicky• Chartbeat• StatCounter• Piwik• Open Web Analytics• GoSquared• Woopra• Reinvigorate

• Clearwebstats• Mouseflow• Webalizer• LeadLander• Performancing Metrics• OneStats• MyBlogLog• GoStats• Clicktale• Crazyegg• Kissmetrics• SiteMeter• AWStats

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Server Side Log File AnalysersBeware of web log file analysers. While they give decent data, the collection

methods are much different. Log analysers give you great information on what happens as visitors connect to your servers. However, actions they take once they receive a page from your site can’t be tracked. This includes interactive content consumption and the URL to where they exit.

From the server we have access to:• Error logs• Access logs

A statistical analysis of the server log may be used to examine traffic patterns by time of day, day of week, referrer, or user agent. Efficient web site administration, adequate hosting resources and the fine tuning of sales efforts can be aided by analysis of the web server logs. Marketing departments of any large organisation that owns a website should be trained to understand these powerful tools.

… then there are programs such as Experian Hitwise, Alexa; that provide a look at competitors in specific verticals, based on aggregated data from ISPs.

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Google Alerts• Monitor the Web for interesting new content• Google Alerts are email updates of the latest relevant Google results (web, news,

etc.) based on your queries.• Enter a search query you wish to monitor. You will see a preview of the type of results

you'll receive. Some handy uses of Google Alerts include: – monitoring a developing news story– keeping current on a competitor or industry– managing your own company or personal brand reputation– getting the latest on a celebrity or event– keeping tabs on your favorite sports teams

http://www.google.com.au/alerts

– Another free alert solution is http://www.talkwalker.com/

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Social Media - HootSuite• HootSuite connects with many of the popular Social Media channels to broadcast,

amplify, and monitor conversations.• Great for monitoring and listening.• Google Analytics connection.• Canned responses.• Shortened URL.

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Social Mention• URL: http://www.socialmention.com/• Real-time social media search and analysis.

Walk through of Social Mention……

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Buzz Sumo• URL: http://app.buzzsumo.com/• Find the most Socially shared content for any topic or domain.

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Google URL Shortener• To assist your marketing campaign reporting

and tracking of the efforts of links you post and measure the effectiveness of your activities, consider using a consistent URL shortener such as Google’s goo.gl

• Google Analytics Campaign Link Tagging Tool is also very useful to create tagged URLs with campaign and source information that you can then shorten. The results are then measured within Google Analytics to show the effectiveness of different mediums.

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Follow-up Questions?After today’s session, you are welcome to tweet

questions to our Vorian Agency Twitter Account @vorianagency using the hashtag #voriantraining

https://twitter.com/vorianagency

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Keep ConnectedAfter today’s session, I encourage you to explore Web Analytics & Online Monitoring Tools further for your business. Please feel free to connect with me if you have additional questions:LinkedIn: http://au.linkedin.com/in/mattlynchseo

Don’t forget to follow Vorian Agency on LinkedIn:http://www.linkedin.com/company/vorian-agency

All of my other Social Media links are available on About.Me:About.Me: http://about.me/au.mattlynchEmail: matt.lynch@vorian.com.au

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Please… invite othersWe would like to thank you for your attendance

to today’s seminar on Web Analytics & Online Monitoring Tools.

• A link to the Presentation Slide Notes and Video will be emailed to you • Vorian Agency info packs are provided to showcase our key areas• Vorian staff are available to arrange an appointment to assist your specific needs • Please provide your feedback and hand-in the supplied questionnaire

• Please invite others you may know to register for our free seminar series and forward them a copy of today’s seminar email.

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