How to do - Google analytics - seo - test

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THE USER JOURNEYTools to understand and improve..

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12.15 – 14.00 Google analytics

14.00 - 14.10 Break

14.10 – 15.20 SEO

15.20 – 15.30 Break

15.30 – 16.30 Test of website

TOOLS TO UNDERSTAND AND IMPROVE

Agenda

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Cand. IT - Digital Design og Kommunikation

5 års konsulenterfaring fra UX branchen

• IIHNordic – Online markedsføring og konverterings optimering

• Interfazes – Usability og User Reserach

• Snitkergroup – Usability, User Research og Netværksgrupper

Peder Rudbeck

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Hvad er jeres erfaringer med:

Google Analytics? ( Kender det ikke, har brugt det, er ret god

til det)

SEO? (Har hørt om det, kender SEO elementer, er ret god til

Webside testing? (Har hørt om det, har foretaget få tests, er

god til det)

Agenda

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THE USER JOURNEYHow to use GA to get an understanding

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- What can we do with Google Analytics- How does Google Analytics work- A few thoughts on how use the numbers- A short look at the Interface…- Setting up Goals (Shown in the interface)- Going through how goals work with other metrics- Looking at Advanced segments- Break- An idea of metrics to be used in understanding the user journey - Setting up a remarketing campaign- Make a short report– a task for you..

GOOGLE ANALYTICS

Agenda

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What can we use Google analytics for?

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GOOGLE ANALYTICS

Goal:Soft:Seen a product siteTime on siteAmount of pages seen

Hard:Newsletter signupDownload whitepaperPurchase of product

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GOOGLE ANALYTICS

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GOOGLE ANALYTICS

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GOOGLE ANALYTICS

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GOOGLE ANALYTICS

What can’t we use Google analytics for?

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How does it work?

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var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-219820-1']); _gaq.push(['_trackPageview']);

(function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();

</script>

GOOGLE ANALYTICS

How does it work

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GOOGLE ANALYTICS

How does it work

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GOOGLE ANALYTICS

More Units/Browsers pr. User

It’s possible to get an idea of the ratio of you business at:

http://www.fdim.dk/statistik/internet/toplisten

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A few thoughts on how use the numbers

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THE USER JOURNEY

SUBHEADER

Bounce rate – High or low – good or bad?

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Bounce rate - high or low - good or bad?

Time on page - high or low - good or bad?

New / returning visitor - differences in the way the

users behave?

Completed goals on the page - few or many?

Conditions above should be considered in compare

to where the user are in the journey, and what we

would like the user to do on the site!

THE USER JOURNEY

Metrics that describe user behaviour

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"Its not about what, but about why?"

Analytics gives you answers to what happens, not

why users do what they do!

Therefore, be sure to compare Google Analytics data

with a visual review of your website, and with other

knowledge about user behavior(tests and interviews)

that can help you understand why users do what

they do!

THE USER JOURNEY

Web Analytics provide What

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Be sure to compare same month in year to same

month the following year

Be sure to know what is going on in your business,

so that you know why the numbers might deviate

from expected…

There also a technical side to consider, be sure your

analytics is set up right, in order to measure right!

THE USER JOURNEY

Things to consider

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The Interface

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GOOGLE ANALYTICS

An example

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Goto Google.com/analytics

Log in with – xxx@gmail.com

Password: xxx

GOOGLE ANALYTICS

The interface

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Which traffic source gave the most valuable traffic last month on Dropdead.dk?

Which technology was used for most conversions last month on Dropdead.dk?

GOOGLE ANALYTICS

A Little task

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Setting up Goals

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Goals (Goals ensure focus, understanding and prioritization)

Communication(Sharing of data, knowledge and results ensures action)

Historical data (Status and baseline lets us understand if our business are improving or not)

GOOGLE ANALYTICS

The Challenge in your organization

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Soft:Users has seen a product siteTime spent on siteAmount of pages seen

Hard:Newsletter signupDownload whitepaperPurchase of product (ecommerce tracking)Other set goals

Let us set up a goal in the interface..

THE USER JOURNEY

Setting up the goals

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Creating advanced segments

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App Dedicated mobile site

Responsive site

What are the differences in the research we need to

make in order to create solutions for these three

scenarios?

THE USER JOURNEY

Data for development of a mobile solution

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Its possible to create segments on almost every

metric –

This can be useful for understanding specifics about

the different segments, and to focus your analysis

How about Danish iOS users?

Let us set up this segment in the interface..

THE USER JOURNEY

The customer journey towards your product

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Ideas for understanding the user journey

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Attraction

Engagement

ConversionRetainment

Advocacy

THE USER JOURNEY

The customer journey towards a conversion

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THE USER JOURNEY

What measures can describe attraction

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THE USER JOURNEY

What measures can describe engagement?

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THE USER JOURNEY

What measures can describe a Conversion?

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THE USER JOURNEY

What measures can describe Retainment (The customer coming back for more)

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THE USER JOURNEY

What measures can describe Advocacy

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Segment By:- Traffic source- Audience attributes- Geography- Campaigns- Other

Attract

Advocate

RetainChurnReactivate

EngageAbandon

Convert

THE USER JOURNEY

How the metrics tell about the user journey

• Visits(by source)• Unique visitors• Cost per Click(by

source)

• Video Views• Products views• Pageviews/time on site/

bounce rate

• Purchases/ leads/ calls• Use of where to buy• Whitepaper downloads• Demo signups

• Newsletter subscribers• Repeat purchases• % Returning visitors• Retargeting clicks

• Writes a review• Social media share• Offsite social

mentions

Attract

Advocate

EngageAbandon

Convert

THE USER JOURNEY

source)

bounce rate

• Newsletter subscribers• Repeat purchases• % Returning visitors

• Retargeting clicks

mentions

Attract

Advocate

EngageAbandon

Convert

THE USER JOURNEY

source)

bounce rate

• Newsletter subscribers• Repeat purchases• % Returning visitors

• Retargeting clicks

mentions

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Doing retargeting in Google Analytics

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GOOGLE ANALYTICS

How remarketing works

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GOOGLE ANALYTICS

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GOOGLE ANALYTICS

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GOOGLE ANALYTICS

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GOOGLE ANALYTICS

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GOOGLE ANALYTICS

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GOOGLE ANALYTICS

Further resources

Google Conversion university – Tutorials on Google Analytics http://www.google.com/intl/en/analytics/iq.html?

Google Campaign code builder - http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578

Occams razor – great blog about webanalytics http://www.kaushik.net/avinash/

Helpcenter article on Remarketing Lists in Google Analytics:https://support.google.com/analytics/answer/2611268?hl=en#

Updating your Analytics Tracking Code:https://support.google.com/analytics/answer/2444872#

Updating your privacy policy:https://support.google.com/analytics/answer/2700409?rd=1#

Linking/Unlinking Analytics and AdWords accounts: https://support.google.com/analytics/answer/1033961#

More on visitor segments in Google Analytics:https://support.google.com/analytics/answer/2611820#

Common targeting strategies: https://support.google.com/analytics/answer/2611289?hl=en&ref_topic=2611283#

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Break – 10 minuttes

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SEOHow to create content that ranks well,and factors to consider in this process…

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SEARCH ENGINE OPTIMIZATION

Todays example… kea.dk/e-concept

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“Ask yourself what creates value for you users”

Google

Se Also Google SEO Starter guide: http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/da//webmasters/docs/search-engine-optimization-starter-guide.pdf

SEO According to Google

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Google and other Search engines makes algorithms, that presents the

most valuable content in the SERP to the users. Google does this

based on the knowledge the users gives Google…

This knowledge could be:

- Search keyword(s)

- Geographical placement

- Previous search history

- Other?

A big part of being able to present the most valuable content is the

possibility for the Google-bot to understand the content, and thereby

value of the page(this takes a SEO page in many ways)..

What is Google’s goal?

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Or put in other words – the goal is to match the user with the right

content..

What is Google’s goal?

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Technically correct site – Applying W3C standards, good usability, applying SEO technically principles

Link building

Content optimization – Usage of keywords in content and well written content

Keyword Research – Identify what the most relevant and obtainable keywords for your sites pages are

Elements of SEO

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Adwords (PPC, SEM)

Adwords (PPC, SEM)Organic results

Google SERP (Search engine result page)

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• Users read Google as an F

• The lower the screen resolution the users have, the higher your result has to be placed in order to be seen..

Google SERP (Search engine result page)

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Page rank - http://www.prchecker.info/

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Number of links to your site and the importance/ Authority of these links

Based on:Relevance - the relevance of the inbound linksTrust - the importance / Authority of the links

Check your (and your competitors) page rank at: http://www.prchecker.info/

Check the back links to your site in Google Webmaster tools:https://www.google.com/webmasters/tools/home

Page Rank – a definition’ish

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Page Rank – In smileys ;-)

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Link building

Elements of SEO

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• Abides W3C standards• No HTML errors• No Css errors• Avoid all unnecessary code• Menu built as list view <li>• No Javascript menu’s• No Flash elements• Avoid frames• ..

Technical SEO

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Webmaster tools and SEO

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Java script will generally not be read by search engines

Do not use java script to define links / menu

Don't use FlashMinimize JavaScript

Javascript and SEO

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Avoid duplicate content

1. Google discovers duplicate content..

1. Google Decides which one is the original, and throws the other out of the index..

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Location of server – (has to be as local as possible)

Robots.txt – makes It possible to exclude chosen parts of the site from being indexed in one place –

Eg. If you have static print-friendly pages(with a copy of your html pages), it is a must that they are not crawlable - or you'll get problems with duplicate content.

.htaccessMore complicated file, that lets you control how your site is

being indexed..

Server issues and SEO

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Nofollow - <a href="http://webpage.com" rel="nofollow">link to web page</a>

Googlebot doesn’t follow the link! (Affiliates, and linking to places you are not sure are best neighbourhood)

Noindex - <head><meta name="robots" content="noindex"></head>

Googlebot doesn’t index the page! (If you have pages that you want to keep out of the Google index)

Rel=”canonical” place link on the pages that are non canonical..

By similar content, Googlebot know which page is the “right” page!

Nofollow and SEO – Avoid duplicate content and bad linking

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URL’s and SEO

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Vision, Mission og Værdier

http://www.teknos.fi/page/?name=om %20teknos_navi&t=left_navi&open=vision,_mission,_vaerdier

Kurser om akustik og ekstern støj

http://old.delta.dk/web/dk/doc dk.nsf/6b0201744cf26453c1256ff6003dc987/db4404d51abb1a2ac1256fa9002f0328?OpenDocument

Bad URL’s and SEO

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Consider buying related domains • Typos• Nearby domain names• Product names• Promo Domains

Redirect domain names correctly

Extend the domain name for as long as possible - domain's life shows seriousness

Sub domains Vs. Main domain - blog.domæne.dk Vs. Domain.com / blog

Domain management and SEO

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200 OK301 Moved Permanently302 Found304 Not Modified307 Temporary Redirect400 Bad Request401 Unauthorized403 Forbidden404 Not Found410 Gone500 Internal Server Error501 Not Implemented

Redirects and SEO – retain the juice!

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Local search and SEO

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40% of all search terms show local interestLocal search devaluates ordinary SERPs

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Sign up under Google PlacesGet into Local Yellow pagesAddress(es) placed on every page of your site

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Link building

Elements of SEO

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Keyword research

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• Users often are looking for a need / problem - not the solution or products? Eg. Seeking "diabetes" not "insulin”

• Users read the first title with keyword thereafter description and URL

Common user behaviour when searching

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Keyword research

The goal here is to come up with keywords that

address customer needs – AND are low competitive!

Look into Google Webmaster Tools and Google

Analytics to se what keywords users use..

Analyse your competitors website for keywords

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• Only guessing keywords and search phrases

• Focusing on only one keyword instead of phrases of more keywords

• Choosing the same keywords as your competitors without analyzing them first

• Choosing too “cold - general” keywords

• Choosing too “ warm – high competition” keywords

Keyword research – Common mistakes

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Keyword research – Best keywords

(taken from slide 37 of SEOmoz’s Presentation)

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Open a spreadsheet an make a sheet for the different landing pages on your site

kea.dk/e-concept has following pages:

• E-concept development (BA) :: kea.dk• Facts :: kea.dk• Study form :: kea.dk• Career opportunities :: kea.dk• Further education :: kea.dk

This Keyword-spreadsheet can be used, or consider making your own system for understanding keywords…

The Keyword spreadsheet

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Go to - Ranks.nl page analyzer

Analyze your pages for the keywords they are optimized for at the momentAre they the keywords you want to use?

In order to rank well(page 1) on keyword your keyword density should be around 5% (No more no less – and be careful only to use this measure!)

Consider whether your Keyword density on prime keywords should be raised on some of the pages..(after the keyword research)

Analysing the page for keywords

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Analysing your homepage

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Analysing competitors homepages

Competitors to: http://www.kea.dk/da/uddannelser/e-concept-development-ba/

Competitors would be:

http://www.eaaa.dk/videreg%C3%A5ende+uddannelser/web,+medier+og+kommunikation/pba+i+e-konceptudvikling

http://www.dmjx.dk/kurser-og-videreuddannelse/akademiuddannelser/kreativitet-design

http://www.ucn.dk/Forside/Uddannelser/E-konceptudvikling.aspx

Other Competitors?

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Run your competitors site through Ranks.nl

Search Google for the different Keywords/ phrases that to your landing pages

Click the first 3-5 links that’s first on the Google search result page

Check the source code for the keywords in the<Title><Meta name=“ Description”><Meta name=“ Keywords”>

Write the keywords into the spreadsheet

Analysing competitors homepages

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Look in Google Analytics for keywords that lead to the different pages on your site

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Use Google Adwords keyword tool to get new ideas, and determine search volume on the words in your spreadsheet –

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Open the http://www.google.com/trends/ for searchPound in the keywords and get a picture of their seasonality(set location) and usage

Make a choice if it is ok or not whether they are seasonal

Have a look at which region the keywords are used, and what the forecast for their usage is..

Pick the best Keywords based on your analysis

Keywords usage fluctuation over time

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Keyword tendency usage over time

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Link building

Elements of SEO

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It’s the “ last mile” to good search rankings…

AND relevant, accessible, well written content will be usable to a lot of people -> and therefor it will create good links -> resulting in a better page rank ->more people will see the content thus creating more links -> better page rank ->…..

SEO Copywriting

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Write easy to read textAvoid: • Writing Sloppy texts with many spelling and grammatical mistakes• Embedding text in images for textual content

Stay organized around the topicAvoid:• Dumping large amounts of text on varying topics onto a page, without

paragraph, subheading or layout separation

Create fresh, unique contentAvoid: • Rehashing(or copying) existing content• Having duplicate, or near duplicate content versions across your site

SEO Content optimization

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Content optimization should consider:Page titleMeta descriptionMeta keywordsHeadlinesBodyKeywords in body text and in:<b> Bold </b><i> Italic </i><li> Lists </li>

PicturesAlt tags

SEO Content optimization

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Very important in SEO copywriting

Maximum 65 characters

6-10 words

Always unique for every page

Title on page and SEO

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Titles on page and SEO

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Keywords in title and SEO

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• When Unknown brand: keyword - (benefits) secondary keyword - call to action – (Brand)

• If known Brand: Brand- keyword-(benefits) secondary keyword - call to action

Title on every page and SEO

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Max 158 charactersPrimary keyword - secondary keywordBenefits, "in business since ..." "our clients include ..."Call to action

Meta description on every page and SEO

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Always write unique texts - not copied from other content

Avoid:

• Generic terms: "This page is about .." "welcome to..”• A long list of keywords

Meta description SEO

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The headline of every page should describe what the content is all about!

Use <h1> only once ! </h1>H2 can be used several times for subheadingsH3 can be used several times for sub sub headings – But under H2The <h> tags should be used hierarchicallyUse the keywords you researched for the page in the header

Headline and SEO

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Use small short paragraphsA line should contain no more than 7 wordsUse subheads for structuring content

Text Formatting use:

<b> Bold </b> Phone numbers, email addresses or links..<i> Italic </i> Provide emphasis or denote titles <li> Lists </li> For content ordered in a list…

Text body and SEO

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Link to other parts of your website as reference in your text

Avoid general anchor text like "Read more .." "product information", "click here”

Avoid sites that ends blindly - guide users on

Give users a reason to click on the link

Internal linkbuilding and SEO

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Always write your copy for your reader first and foremost(Not for the Search engines). Don’t put to much weight onto keyword density

Create original contentIts being rewarded (and copying content are being severely punished!)

Google's concern regarding ranking is Whether your keywords are in your title tags meta description, header etc.,

and that they are aligned with your content

Don’t forget to link outLinking out to authoritative articles not only adds to your reader experience

and keeps Google happy; it could also help you attract inbound links

Text body and SEO

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Of course – Optimize image size for web

ALT TagsDescribe the image content to usersUse keywordsSearch engines read only ALT text and picture naming

Pictures and SEO

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http://www.fotoagent.dk/single_picture/10649/138/medium/499341_1.jpg

http://www2.viauc.dk/PublishingImages/Laerer/image/Forside/Godhistorie_efterskole.jpg

Pictures and SEO

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Naming and location:

Wrong:/ filer/images/sep/09/100928837.jpg

Right:/ kamera/sony/digital/sony-DSC-W90.jpg

Pictures and SEO

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Good content and SEO

Following these guidelines should create a website with easy to find pages, and valuable content that users would want to link to as a resource.. This again create a better SERP, which makes the pages easier to find….

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Link building

Elements of SEO

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Linkbuilding and SEO

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RelevanceAuthority

Links from sites with high authorityLinks from many different domainsDeep links - links to pages beyond the TLDLocal links from the geographical local areaLinks with good anchor text

External linkbuilding and SEO

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Who Links to your website?

Check it with Google Webmaster tools - https://www.google.com/webmasters/tools/home

(Use: BI5KEA@gmail.com - password:

123Super)

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• Request a link from a partner• Develop tools or content and give it away• Create widgets (e.g. Loan Calculators)• Publish on social networks• Create PR - press releases with links to your content• Partners, suppliers, subsidiaries• Comment on blogs, Insert link to material from your

site as a reference • Run a Blog related to your site, and be an expert in

your field..link to your content and services in the blogs

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Avoid linkfarms

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Links from bad neighborhoods can dammage your SEO

Links to bad neighborhoods can dammage your SEO

Being on the same server as bad neighborhoods can damage your SEO

How to find out about bad neighborhoods..

Bad neighbourhoods and SEO

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- Technically correct site: http://validator.w3.org/

- Webmaster tools - https://www.google.com/webmasters/tools/home

(Use: BI5KEA@gmail.com - password: 123Super)

- Google Analytics - http://www.google.dk/intl/da/analytics/

(Use: BI5KEA@gmail.com - password: 123Super)

- Google Keyword tool: https://adwords.google.com/o/KeywordTool

- Google trends for searches: http://www.google.dk/trends/

- Page rank checker http://www.prchecker.info/

- Analyzing pages for keywords and more; http://www.ranks.nl/

- Keyword difficulty tool: http://pro.seomoz.org/tools/keyword-difficulty

Tools to help SEO

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Break – 10 minuttes

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TESTING YOUR HOMEPAGETools to understand and improve..

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TESTING YOUR HOMEPAGE

Why do user testing?

A lot of traffic is worthless if the users cant find out how to achieve their goals on your webpage

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Some statistics:

"The rule of thumb is that the cost-benefit ratio for usability is $1-$100. Once a system has been released, it costs 100 times as much to fix a problem, than fixing it in the design process.”

"The average UI(user interface) has 40 flaws. Correcting the easiest 20 of these yields an average improvement in usability of 50%. “

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Pre analysis phase:

• Desk Research• Ethnographic research• Expert interview• Focus group• Surveys• Contextual interview• Personas• Task Analysis• Cultural probe

Concept phase:

• User Scenarios• Card Sorting• Focus group• Personas• User Cases• Guerilla Research

Prototype phase• Card Sorting• Think out loud testing• Personas• Paper prototypes• Balsamique /Axure prototypes• Remote Usability Test• Eye tracking• Chalkmark• Heuristic evaluation• Surveys• Web accessibility audits

The further development (The product is always in beta!).• Card Sorting• Think out loud testing• Remote Think out loud test• Automated user testing (UzerZoom etc. Click

tale)• Personas• Eye tracking• Web analytics• Heuristic evaluation• Surveys

USER RESEARCH

Methods for involving the user

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Mapping different methods of User Research

What do the user do?

Why do the user do it?

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QUALITATIVE RESEARCH

Web analytics

Good for understanding what users do on a homepagePros: Can be conducted at your desktop, not so time consuming, quantifiableCons: Rarely possible to get in depth understanding of the users, only for web

But Why?

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Think out loud test/ Remote Think out loud test/Eye tracking

Good for understanding Usability problems on a product or late prototype Pros: The actual TG users are using the products, eyetracking results can be quantified. Users can be interviewed about their experienceCons: Recruiting and conducting tests can be time consuming, eyetracking equipment is expensive

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Think out loud test

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Unmoderated remote usability test

Good for understanding Usability problems on a product or late prototype Pros: Can be conducted at your desktop, not so time consumingCons: Harder to get in depth understanding of the users, and their problems with the product, mostly for web

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HOW EYETRACKING WORKS

Tobii Eye trackers

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SETTING UP A EYETRACKING STUDY

Testing out our graphical design

There is a big difference in how the spectator looks at the actual message and Pampers brand – depending on the way the baby looks at the spectator or at the Pampers message

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SETTING UP A EYETRACKING STUDY

SUBHEADER

Setting up a studie in the eyetracker…

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The payoffs of usability testing:

• Usable, appealing, and effective homepages• Credible marketing claims• Compelling product demonstrations• Increased sales• Reduced need for customer support• Longer market life

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When to use which methods..

• DIFFERENT Projects needs different methods for collecting User Research

• DIFFERENT STAGES of a project needs different methods for collecting User Research

• Some methods gather WHY other gather WHAT information

• Always try to have TRIANGULATION of the methods in mind – and use that! (Triangulation means combining methods in order to reap the benefits of the various methods..)

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Resources on usability testing

• http://www.upassoc.org/usability_resources/usability_in_the_real_world/index.html

• www.snitkergroup.com

• www.interfazes.dk

• www.brugertest.nu

• http://www.sensible.com/downloads-rsme.html

• http://www.nngroup.com/topic/eyetracking/

• https://www.youtube.com/watch?v=Xp4pLOk_PtQ

How to do - Google analytics - seo - test

Technology

Google Analytics & Seo @seosixt wiesn 2014

Google Search, AdWords, SEO & Analytics

SEO & Web Analytics Consultant, Google Certified Google Analytics Professional Mumbai India

How to Use Google Analytics to Drive SEO Benefit?

SEO küsst Google Analytics | Dimitri Tarasowski | aQvisit.com

Analisis seo/Google Analytics/Social Media

Análisis Seo, Google Analytics, Social Media

SEO, Keywords and Google Analytics

Analitica Web, Google Analytics, SEO & SEM

Analítica web, google analytics, sem y seo

Slides Google Analytics - SEO Marketing

Seo, Sem, Google Analytics, Analytic Web

Google analytics / Seo Camp Montreal

Presentatie Google, SEO en Google Analytics door Brightsol

Next level ppc and seo with google analytics

Google Analytics for SEO (in Hebrew) - SMX Israel 2014

Using SEO in Google Analytics | Analytics Pros Webinar by Mark McLaren

SEO e Google Adwords,Analytics

Analisis seo, google analytics, social media

Google Analytics для SEO - Дмитрий Иванов