MAR 3700 CH. 3,4,5

conversion rate

(number of people visiting the completion page/total number of users) x 100

Popularity

- internal links - external links - quality of websites

relevance

- keywords in different places

Long Tail Keywords

A three or four-word keyword phrases with low search queries that are more relevant and provide more accurate search results. Usually, they have lower competition E.g. photographer vs. "affordable wedding photographer Tampa".

Analytics

Analytics is the process of measuring, collecting, analyzing, and reporting the behavior of visitors on a website, to understand and optimize web usage.

events

Definition: An action defined as an event is triggered. Example: Downloading a file, starting a video, clicking on a social media icon. Measures conversions: Used when a behavior does not load a new page.

Conversions- Were they successful?

Did they complete our goals? Did they complete a transaction? If not, where did they drop out?

Linear attribution III

Each touchpoint on the conversion path shares equal credit.

conversion funnel

Examine the date from the conversion funnel can help you answer the following questions. Where are the biggest fall-out points? Where do people leave the funnel? Where can we optimize the flow?

setting up a funnel

Funnel is the defined process that you expect users to complete prior to conversion. It allows you to see where users enter and exit the process and eliminate the bottlenecks. For example, in a sales check-out process, customers need to complete the following steps: 1) add items, 2) enter shipping information, and 3) enter payment information. If customers leave by the shipping information, maybe you need to redesign that page.

How to access demo account

Go to Google.com. Search "google analytics demo account". Click on the first organic search result (Google support center). Find the link to access the demo account.

the conversions report- did the users do what you wanted them to do

Goals measure how well your site or app fulfills your target objectives. A goal represents a completed activity, called a conversion, that contributes to the success of your business.

Why choose Google Analytics

Google Analytics is one of the most popular digital analytics software. Here are the reasons: Free Industry-standard (98% of businesses/sites use Google Analytics). Simple to use Highly customizable Integrates nicely with other Google products (e.g., AdWords) Extensive online support and tutorials Sufficient for most marketers (There's paid analytics software with more functionalities.)

How does google analytics work

Google Analytics uses a small piece of JavaScript code to collect information. This piece of code must be included in every page of your website. The code will collect information on the users who visit your page, for example, users' browsers, users' behavior on the site, referring sites, etc

What is Google Search Console?

Google Search Console is a free service offered by Google. It helps you monitor and maintain your site's presence in Google Search results. Every site will be listed, but using search console can improve and optimize results.

Keyword Selection Principles:

Keywords need to be relevant. Keywords need to generate enough search traffic. Keywords ideally have low competition. (more in camera roll)

inbound link (backlink)

Link coming from another website and directs a user to your website

outbound link

Link leading to another website

The acquisition report - where do my users come from?

Organic: Search engine results Referral: Links on other websites Direct: Direct type-in to a browser

How does google rank webpages

PageRank (PR) is a mathematical formula that judges the "value of a page" by looking at the quantity and quality of other pages that link to it. Its purpose is to determine the relative importance of a given webpage in a network (i.e., the World Wide Web).

How to improve sites popularity

Popularity is based mainly on the external inbound links to the page.

Googles Rankbrain

RankBrain analyzes data input by users and teaches itself how to serve the most relevant results based on certain search signals, such as search history, device, and location. For example, if you type "Where should I go for dinner?" into Google, the search engine will determine your and what device you're using to send you recommendations of what is nearby.

SEO

Search Engine Optimization, the efforts at improving the search engine rankings of a website for a specific keyword or set of keywords.

SEO Chapters

Search engine optimization is divided into two chapters, one for on-site SEO and another for off-site SEO. On-Site SEO - designing the content and structure of a website so that it will rank well on search phrases that are relevant to one's site (RELEVANCE) Off-Site SEO - improve popularity of one's site on other sites (POPULARITY)

segmentation

Segmentation refers to dividing customers into groups that differ in a meaningful and actionable way. You can break down traffic by source traffic, but you can also segment by specific users.

First-click attribution

The first click is given credit for the sale.

Last-click attribution

The last click is given credit for the sale → this generally favors search!

purchase funnel

The purchase funnel, or purchasing funnel, is a consumer-focused marketing model that illustrates the theoretical customer journey toward the purchase of a good or service. (Wikipedia). Customers can start their purchase journey at any point of the funnel. - awareness - acquisition - engagement - conversion - retention

behavior report- What did they do on the site

The reports tell you what pages people visit and what actions they take while browsing. Knowing how visitors move through your website lets you optimize your website performance and conversions. After evaluating the behavior report, it is important to set up conversion goals.

Time-decay attribution

The touchpoint closest to the time of sale gets the most credit.

How do we maximize relevance?

To provide valuable search results, the first thing a search engine must do is determine which web pages are relevant to the searched-for phrase (also called a keyword or keyword phrase). There are 6 primary areas of optimization that can be used when designing a website. URL Title Tag Header Tags Main Content Alt Text Anchor Text

4 types of link text

Uninformative link - (vs descriptive, compare click here or more vs. take free skills test) URL link - www.vidalsassoon.com a link that is the actual URL Topic link - a descriptive link to link the user to a site that has a similar topic, e.g. more on hair care Keyword link - a link with keywords such as hair styling with vidal sasson

4 Major Components of SEO & User Experience

User experience: Overall satisfaction a user gets from interacting with a product or digital tool. UXD User experience design: The process of applying proven principles, techniques, and features to a digital tool to create and optimize the user experience. User interface: User-facing part of your website, tool, platform. The part of the actual website that the user interacts with. Usability: How user friendly and efficient your digital product is.

Acquisition- How did they get there?

What channels are driving the most traffic? Which sites are sending traffic to your site? Which campaigns are driving the most traffic?

Audience- Who came to our site?

Where geographically? Have they been here before? How often do they come back? What devices do they use?

Behavior- What did they look at?

Which pages? Where did they enter and leave? What did they search for? What actions did they take?

when it comes to links

aim for quality over quantity Increase the total number of backlinks. Get backlinks from relevant/related websites. Don't get backlinks from spam websites. Make sure all links work and get fresh links.

pages / session

average number of page views that a person completed before leaving the site

Sessions

group of interactions that take place in a given time frame (usually ends after 30 mins of inactivity)

Channel Analysis

he channel analysis helps you gain insights into ways to attract more desirable visitors. Which channels work the best? Where do we need to improve?

Fathead keyword

one core term as a keyword

Link text (anchor text)

text on the page

bounce rate

the percentage of users who left after viewing a single page on your site and taking no additional action