Web Analytics & Search Engine
Optimization: Smart Strategies
The Panelists
Joe Teixeira
Director of Web Intelligence MoreVisibility
Kristyn J. Sornat
Marketing Technology Specialist Much Shelist
Mary M. Tomaro
Web & Interactive Marketing Manager Business Development & Communications Jones Day
Keith N. Wewe
Director of Client Service and Growth Content Pilot LLC
Why should you use Web Analytics for
measuring SEO results?
• Google Caffeine
• Google Webmaster Tools
What should you look for in a Web
Analytics tool?
1. Outcomes
2. Data export / API 3. Custom Reports
4. Web “2.0” 5. People!
Web Analytics Tools
• Google Analytics www.google.com/analytics
• Yahoo! Web Analytics www.web.analytics.yahoo.com
• Piwik www.piwik.org
• Unica NetInsight www.unica.com
• Omniture SiteCatalyst www.omniture.com
• WebTrends www.webtrends.com/Products/Analytics
Social Media Tools
• Radian6 www.radian6.com
• Sentiment Metrics www.sentimentmetrics.com
• Scout Labs www.scoutlabs.com
• Viralheat www.viralheat.com
• Klout www.klout.com
• Twitalyzer www.twitalyzer.com
Everything else:
• Blogs
– Feedburner www.feedburner.google.com
• Mobile
– PercentMobile www.percentmobile.com – Bango Analytics www.bango.com/mobileanalytics
• Trends
– Google Insights for Search www.google.com/insights/search
• A/B (Split) testing
– Google Website Optimizer www.google.com/websiteoptimizer – Omniture Test & Target www.omniture.com
• Copy / Paste
What role does Social Media play in both
the SEO and Web Analytics industries?
• Changed everything
• Influence & Engagement
– Klout & Twitalyzer
For more information visit
Case Study: What to do when your developer assured you that "SEO is taken care of" but
you later discover your site is lacking…
Kristyn J. Sornat, Much Shelist www.muchshelist.com
Immediate Site Fixes
Eliminating Duplicate Sites
Canonicalization Defined
The process of establishing a single URL as the location of a web document. Ensuring that
although you may be able to arrive to a page via multiple paths or addresses, there is only
one final address which will be resolved by the server.
Immediate Site Fixes
1. Eliminating duplicate sites
2. Thinking about content differently
Resolving Duplicate Pages
Immediate Site Fixes
1. Eliminating duplicate sites
2. Thinking about content differently
A) Resolving duplicate pages
Immediate Site Fixes
1. Eliminating duplicate sites
2. Thinking about content differently
A) Resolving duplicate pages
B) Writing so each page can stand alone C) Naming URL’s
301 Redirects Resources
Site Migration Made Easy - 301 Redirects RevisitedSteve Johnston, Google Consultant
• Gives good background information on what 301 redirects are and why they are important.
www.searchjohnston.co.uk/2006/07/301-redirects-revisited
Implementing Redirects with IIS and Server-Side Scripting
More Visibility SEO Blog
• Gives helpful and applicable information on several ways to set up a 301 redirect.
Immediate Site Fixes
1. Eliminating duplicate sites
2. Thinking about content differently
A) Resolving duplicate pages
B) Writing so each page can stand alone C) Naming URL’s
Second Round of Improvements
Referral Strategies
(
cont.)• Start a firm Twitter account
– Check out our Twitter site at
www.twitter.com/MuchShelistLaw
• National Law Review
– Legal topic article database targeted to in-house attorneys and insurance, human resource, finance and healthcare
professionals.
Second Round of Improvements
1. Seeking inbound links/referrals 2. Adding a “Share” Feature
Adding a “Share” Feature
• Add This – Bookmarking and Sharing Service
(www.addthis.com) – Customizable to the sites you prefer
– E-mail and print options available
– Google Analytics Code information available at
Second Round of Improvements
1. Seeking inbound links/referrals 2. Adding a “Share” Feature
3. Tracking with long-tail URL’s in Google Analytics
• Empower yourself: Learn about SEO and make sure you understand what outside service
providers have put in place for you.
• Make sure those who are making SEO decisions for your firm understand your web site content, brand and business development strategy.
Case Study: Why isn
’
t my biography or
practice coming up first on Google?
Mary M. Tomaro, Jones Day www.jonesday.com
Preferred Reports
• Summary • Directories • Pages • Path • Referrer• Time spent on site
• Entry and Exit pages
Search at Jones Day
• Single URL
• Robot.txt optimization
• Dynamically generated, meaningful title tags and URLs
• Alt, title, and heading tags
• Links
Other Links
• www.martindale.com • www.findlaw.com • www.linkedin.com • www.lawschool.com • www.uschamber.com • www.zoominfo.com • www.pipl.com • www.law.com • www.lawyers.com • www.lexisone.com • www.slate.com • www.oyez.orgWhat we thought:
acquisitions ● audit ● compliance ● exemption ● LLC ● nexus ● Public Law 86-272 ● state tax ● use tax
What we found:
“should federal or state governments pass legislation requiring that companies engaging in e-commerce perform regular audits and investigations on their systems to safeguard sensitive client information”
Answers:
• Marketers - Use your web analytics to see how
people are using your site; what keywords are being used
• Lawyers - write a substantive profile and submit any publication, speaking engagement, or news item to the web site
• Be specific with your keywords; there is too much competition for general keywords
• Incorporate the keywords you choose into bios, publications, practice descriptions, etc.
Answers:
• Lawyers - Actively publish and participate in events; Marketers – find ways to push this content to other sites and mediums
• Hide (make private) your Facebook page and update listings and directories
• Ask your old firm to delete your name and, if necessary, clear Google’s cache
(http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=164734)
The best SEO is good content that
people want to share.
Analytics help you figure out what’s
good.
Resources
• www.google.com/support/webmasters
– Webmaster Guidelines
• Design and content guidelines
• Technical guidelines
• Quality guidelines
• www.google.com/webmasters/checklist/
– Webmaster Tools Checklist
• http://www.youtube.com/watch?v=2CdTt0kpLTc
Site Optimization for Online Search
Case Study of Foundational Best Practices of
AMLAW 100 Law Firms
Keith Wewe, Content Pilot LLC www.contentpilot.net
The Criteria
• Meta tags, meta descriptions, page titles, URLs and text links are optimized
• Employs H1 header tags for content titles
• Images have alt tags that provide alternative text when images can’t be displayed
The Criteria
• XML sitemap is placed and current
• What is the site’s online awareness --comparative analysis of:
– Google® PageRank and other tools
– Number of pages indexed by Google
The Outcome
SEO Attribute (Example) 2010
Meta keywords / meta description Yes / Yes
Site Map Yes
Page Rank 7
Pages Indexed by Google 11,800
Back-links 12,418
HTML on Home Page Yes
Image Optimization Yes
What does all this mean?
• Building a strong foundation is largely organic
• Online searching is a level playing field
• SEO is a moving target
10 Questions About SEO and Web Analytics That You Should Know How to Answer
1. Are you using "ALT" tags on your images, and, are your images near relevant content?
2. How often are you updating your website? Are you blogging or making website updates on a regular basis?
3. Do you have a Google Webmaster Tools account and have you uploaded an XML sitemap?
4. How high is the "keyword density" on your most important pages?
6. How well implemented are your web analytics tags? Are there pages on your site that are not tagged for your web analytics platform?
7. Are you doing pay-per-click marketing? If so, are your destination URLs tagged for your web analytics platform? 8. Have you set-up outcomes, goals, and conversion paths
through your web analytics platform?
9. Does your web analytics platform allow you to perform segmentation and create custom reports?
10. What actions are you taking on your SEO efforts from the insights you gleam by using web analytics?
10 Questions About SEO and Web Analytics That You Should Know How to Answer (cont’d)
