1. SEO & Analytics The Grey and the Hard Numbers

2. 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

3. 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

4. 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

5. 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

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

7. 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

8. SEO Components: Off Page  PageRank Google Algorithm created PageRank  http://en.wikipedia.org/wiki/PageRank Implication  Backlink  Anchor text in backlink Improve PageRank  Get more quality back link

9. SEO Components: Off Page, Cont  Robots.txt Allow spidering http://www.robotstxt.org/robotstxt.html  Sitemap.xml http://en.wikipedia.org/wiki/Sitemaps  Page Load Speed Slow Load => lesser pages crawled => lesser pages indexed

10. Spamming and other no-nos  No-nos Hidden Text  http://en.wikipedia.org/wiki/Hidden_text

11. no-nos: Cont  Hidden links Web Development Consultants  Spamdexing http://en.wikipedia.org/wiki/Spamdexing  Cloaking If user_agent == search engine crawler  Show keyword rich page, else normal page

12. 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

13. 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

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

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

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

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

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

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

20. A little bit more  Alexa http://www.alexa.com/  Compete http://www.compete.com/  Quancast http://www.quantcast.com/  Web Developer Extension for Firefox http://chrispederick.com/work/web-developer/  No Follow tag in  http://builtwith.com/