SEO & Analytics The Grey and the Hard Numbers

Introduction  Build a better mouse trap and the world will beat a path to your door  Mouse Trap -> Website  Path to your door -> Findability  Findability IS a Feature  SEO: Search Engine Optimisation

SEO Components: On Page  What a Search Engine Crawler sees: Example (no Image, no JS) Search Engine needs content to build indexes for their search  Viewable and non Viewable Content

Non Viewable Components  Meta Tags Meta Keywords  Key text that is related to content of page Meta Description  1, 2 sentences to descript content on page.  Typically around 160 characters

Viewable Content  Title Tag  H1-H6 Bad: Header Text Good: Header Text Rule of Thumb: Use H tags to show content Hierarchy on page  Image Tag

Viewable Content: Cont 2  Anchor Tag Okay:  Click here Preferred:  Describe Destination Page  Web Development Consultants

Viewable Content: Cont 3  Content on page Use targeted keywords Highlight keywords with tag to improve user ability to zoom into content Rule of Thumb  Improve user ability to skim and scan

SEO Components: Off Page  PageRank Google Algorithm created PageRank  Implication  Backlink  Anchor text in backlink Improve PageRank  Get more quality back link

SEO Components: Off Page, Cont  Robots.txt Allow spidering  Sitemap.xml  Page Load Speed Slow Load => lesser pages crawled => lesser pages indexed

Spamming and other no-nos  No-nos Hidden Text 

no-nos: Cont  Hidden links Web Development Consultants  Spamdexing  Cloaking If user_agent == search engine crawler  Show keyword rich page, else normal page

End of SEO Sharing  Q and A  Post Sharing Go google your own name and see the result Is it your facebook profile? Your online presence is very much determined by what the Search Engine see

Analytics  Follow up from Omniture  What is Analytics for Web? Open Question  2 Type of Analytics Log Based vs Client Side Based (JS) Pros and Cons

Metric Information  Page views  Visitors  Unique Visitors (subjective)  Length of Visit (subjective)

Non Metric Information  Referring URL  Keywords  Top Content Pages  Example

Other Non Metric Information  Technical Browsers (IE 6 Sucks) Geo Location Time of Visit Content creation against page view timeline

Business and Analytics  Typical KPI Page Views Visitors Count  Advanced KPI Conversions Search Engine Marketing Tracking  Landing Pages to sign up form

When Analytics Fails  Flash  Web2.0 Ajax based Pagination General Ajax based Behaviour  Video  Sound  RSS  Content Syndication Facebook, Twitter etc

Analytics Q and A  Q and A  Post sharing Are you tracking your blog, web asset?

A little bit more  Alexa  Compete  Quancast  Web Developer Extension for Firefox  No Follow tag in 