2. OFFICE OF: Marketing and Communications

3. Web Technology Manager
Linda M. Watson, MBA
Web Technology Manager
Cascade Training and all other web based training
Cascade Admin : Setting up users/sites and tweaking of code
Google Analytics (maintain the accounts, webmaster tools, reports, html tracking codes)
Adjunct (web classes, Photoshop, etc.)

4. We will cover…… Lots of Big Data Under the hood of Google Analytics
Metrics defined
Metrics in pictures
Using the metrics

5. SEO: Search Engine Optimization
SEO will help you position your website properly to be found at the most critical points in the search process in Google or on the Rollins Site Search

6. Plan of Action What are search engines looking for?
How can you build your website in a way that will please both your visitors, as well as Google, Bing, and other search engines?
Most importantly, how can SEO help your web presence become more Visible?

7. The goal of foundational SEO isn’t to cheat or “game” the search engines. The purpose of SEO is to:
Create a great, seamless user experience. Communicate to the search engines your intentions so they can recommend your website for relevant searches.
Your links, paid search, and social media acts as the icing, but your content, information architecture, content management system, and infrastructure act as the sugar and makes the cake. Without it, your cake is tasteless, boring, and gets thrown in the trash.

8. What Search Engines Are Looking For?
User Experience: How does the site look? Is it easy to navigate around? Does it look safe? Does it have a high bounce rate?

9. Content: The driver of SEO
Content: Is determined by
the text on the page,
the titles
descriptions that are given.

10. SEO and Images Naming of images: All small letters
No spaces or numbers use hyphens (-)
Add rollins-college at the end
Size of image

12. What is a good image?
Group shots are hard!!!!

14. What Search Engines Are NOT Looking For
Keyword Stuffing: Overuse of keywords on your pages.
Poor User Experience: Make it easy for the user to get around. Too many links and making it too difficult for people to find content they’re looking for will only increase your bounce rate.

15. Google Accounts

16. #’s Decisions
Some people might think that Google Analytics is just used to crunch numbers. While this is true, analytics can tell you so much more than just how many people view your site. Google Analytics offers a ton of data that you can use to drive design decisions, as well as influence content and marketing.

17. A few metrics…. Sessions (visits) New and Returning Users
Sessions and users are helpful statistics on how many times people come to your website or a total count of people who came to your site in a given period of time
New and Returning Users
Bounce Rate (came, looked, left)
Do you ever get to a site and leave right away? That counts as a bounce. Bounce Rate is the percent of people who get to a page on your site, and leave without any further engagement.
Desktop/Tablet/Mobile
Responsive Website
Locations (City and Metro)
You can see by country, state, city, and metro area. Source and Medium
Source and Medium
is the origin of your traffic (Organic Search-Referral-Direct-Paid- )
BOUNCE: You can infer a lot from this. Some pages you might see a high bounce rate and realize that there's a lot of content, but it isn't really applicable to the user (or maybe it's just not good content at all).
However, one of the most common things I have noticed is a high bounce rate on blogs. This is bad because for a lot of websites, blogs generally have higher traffic. This indicates people are reading the post and leaving right away, which is a huge missed opportunity. Doing something as small as suggesting relevant content can have a huge impact on user retention and get people to keep looking around your site.
LOCATION: This is great for doing things like setting up marketing campaigns, or deciding if you need your site to be in multiple languages.

18. Smart Marketing Using Big Data
5+ years of data
Committee that meets 3X month
Collect Data for All Traffic, Internal, External, Mobile, top pages/sites, 3 schools, WPI, giving, 360, social, top countries, search terms, age / gender
Industry: I keep up and take into consider Educational Cycles (admission time tables), Special Events (President)
Content: Content Manager, training of users
Best practices: proper use of H1 tags, Meta tags etc.
Data Interpretation: Bounce, time on page, conversions, landing pages, Traffic from social media
Data Driven Marketing
Data
More Data
And even More Data
Data Smart Marketing
Data
Industry Knowledge
Content
Best practices of data analysis

19. A look under the hood…

20. All Traffic – 1 Year/Previous

24. In Conclusion Lots of Big Data Under the hood of Google Analytics
Metrics defined
Metrics in pictures
Using the metrics

25. Rollins is Committed To:
Academic excellence
A tradition of innovation
Applied liberal arts
Lifelong learning
International experiences