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DIGITAL MARKETINGSEO & GOOGLE ANALYTICS
12-05-2015 | Christian van ’t Hof
PART 1GOOGLE & SEO
Products of Google
Google products for online marketers
Google products for online marketers
SEARCH ENGINE OPTIMISATION
WikipediaSearch engine optimization is the process of affecting the visibility of a website or a web page in a search engine’s "natural" or un-paid ("organic") search results.
SearchEngineLandSEO… is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines.
Search Engine Results Page (SERP)
SEARCH ENGINE OPTIMISATION
Search Engine Results Page (SERP)
Rank # Click Throughs %
1 8,220,278 42.30%
2 2,316,738 11.92%
3 1,640,751 8.44%
4 1,171,642 6.03%
5 943,667 4.86%
6 774,718 3.99%
7 655,914 3.37%
8 579,196 2.98%
9 549,196 2.83%
10 577,325 2.97%
SEARCH ENGINE OPTIMISATION
Google Algorithm
Domain Factors- Domain name- Domain age- Exact match domain name- Country extension
Algorithm Rules- User search history- User browsing history- Local searches
SEARCH ENGINE OPTIMISATION
Google Algorithm
Page-level Factors- Keyword in title tag- Title tag starts with keyword- Keyword in description tag
On-site Webspam (Negative)- Redirects- Ads above the fold- Hiding affiliate links
SEARCH ENGINE OPTIMISATION
Google Algorithm
Site-level Factors- Content provides value and unique insights- Number of pages- Mobile optimised (since 21 april of 2015)
Brand Signals- LinkedIn company page- Facebook page with likes- Brand name on news sites
SEARCH ENGINE OPTIMISATION
Google Algorithm
Backlink Factors- Alt Tag- Social shares- Links from authority sites
Social Signals- Number of Tweets- Facebook shares- Pinterest pins- Verified Google+ Authorship
SEARCH ENGINE OPTIMISATION
Google Algorithm
User Interaction- Bounce rate- Direct traffic- Chrome bookmarks- Dwell time
Off-page Webspam- Unnatural links- Penguin penalty- Links from the same ip- Selling links
SEARCH ENGINE OPTIMISATION
SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION
SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION
SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION
SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION
SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION
SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION
SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION
PART 2GOOGLE ANALYTICS
GOOGLE ANALYTICS
Web AnalyticsWeb analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimising web usage
GOOGLE ANALYTICS
“What data would you like to get from your website?”
Question time
GOOGLE ANALYTICS
Analytics Main Elements
✦ Hits✦ Page Impressions / Views✦ Visits✦ Unique Visitors✦ Pages/Visit✦ Average Visit Duration✦ Bounce Rate✦ Percentage of New Visits
GOOGLE ANALYTICS
Google Analytics - Dashboard
GOOGLE ANALYTICS
Google Analytics - Main Elements
GOOGLE ANALYTICS
Google Analytics - Dashboard
GOOGLE ANALYTICS
Audience - Overview
GOOGLE ANALYTICS
Audience - Demography
GOOGLE ANALYTICS
Audience - Geography
GOOGLE ANALYTICS
Audience - Distribution and page depth
GOOGLE ANALYTICS
Audience - Browsers
GOOGLE ANALYTICS
Audience - Devices
GOOGLE ANALYTICS
Acquisition - Overview
GOOGLE ANALYTICS
Acquisition - Source
GOOGLE ANALYTICS
Acquisition - Source vs Device
GOOGLE ANALYTICS
Behaviour
GOOGLE ANALYTICS
Conversions
