This is part one of a two part webinar series I did on for Heather Lloyd-Martin's SEO copywriting certificate training. This first part talks about analytics, how to leverage Google analytics and how to find content marketing opportunities. For more information on how I help business with content strategy, copywriting and marketing, please visit my site at: http://www.georgepasswater.com

1. Come to the Geek Side:How to Use Analytics to Create Awesome Ideas for Kick-Butt Content George Passwater http://www.georgepasswater.com Twitter:@GeorgePasswater

2. What’s analytics? Why we need analytics How we use analytics Analytics basics Beyond basic analytics Google Analytics Bounce Rate Today’s Agenda

3. Who Uses Analytics? Image via halloweencostumes.net

4. They tell us: What should we do? (Ideas) Should we do something? (Others doing it?) How do we do something? (Planning, research) Is it working? (ROI, funding, etc…) Why Are Analytics Important?

5. Choose analytics to add Add them to site Watch what happens “Tweak” as needed Rinse and repeat How does it work?

6. Page views Hits (One element of a page is a hit) Countries (Are you really popular in China?) Dates and times Analytics Basics

7. Keywords Referring sites Time on page Bounce rate Conversion rate Beyond Analytics Basics

8. Google Analytics http://www.google.com/analytics

9. Goes beyond “basic” analytics Free Highly customizable Integrates with Google tools (webmaster tools, search, feed burner, etc) Why Google Analytics?

10. Go to http://www.google.com/analytics Login with Google account Register new site Finish process Add JavaScript snippet to your site Wait 24-48 hours for results How to Get Google Analytics

11. Bounce Rate Image via manufacturer.com

12. What is it? The percentage of single-page visits (i.e. visits in which the person left your site from the entrance page). Bounce Rate

13. Contact page – No Blog post - No Squeeze page - Yes Ecommerce product page - Yes Is it Bad to Have a High Bounce Rate?

14. Referring sites What site did it come from? Is it a good source of traffic? How many links? What anchor text do they use? What do they have that could help you? Do you share the same niche with that site? How long do they spend on your page? Guest posting opportunities? Bounce Rate

15. Homepage – Bad – Page elements, bad copy? Squeeze page – Bad – CTA, design, readability? Blog post – Depends – Related links, CTA? Bounce Rate

16. New vs. Returning Visitors Which is higher? How much time do they spend on page before bouncing? What is different for each group? Copy, CTA, topic, page type? Which dives deeper into site before bouncing? New vs. old copy – opportunities for rewrite? Bounce Rate

17. Go beyond basics Invest some time into Google Analytics Dedicate some time each week to analytics Remember bounce rate isn’t always bad Look outside your site for ideas Analytics isn’t just for geeks!! Takeaways

18. Thank You Twitter: @GeorgePasswater george@georgepasswater.com http://www.georgepasswater.com Email Tips Newsletter: http://bit.ly/gpemailtips