Anna Lewis from Koozai delivered a presentation to students at Solent University in February 2013. The session looks at the basics of Web Analytics and Online Marketing with a main focus on Search Engine Optimisation (SEO) and Pay Per Click (PPC) Advertising.

1. WEB ANALYTICS
& ONLINE MARKETING
SOLENT UNIVERSITY
Anna Lewis
@Koozai_Anna

2. INTRODUCTION

3. What You Will „Take Away‟…….
• What to know as an online marketer
WHAT YOU‟LL TAKE AWAY
• Overview of SEO, PPC, Content
Marketing, Social Media
• Importance of data and objectives

4. Yeh but no
but… Am I
ALTERNATIVE
boverred
TOPIC OR IDEA
tho?

5. WHY YOU SHOULD
CARE!
Work Work Client Starting
Agency Side your own
Side business
Work Everyone‟s
Experience doing it…

6. SEARCH MARKETING
CAREERS
Search Technical Analytics Content
Specialist SEO Specialist Marketer
Digital Search Head of
Ecommerce
Marketing Team Search /
Manager
Executive Manager Director

7. “Half the money I spend
on advertising is wasted;
the trouble is I don't
know which half.”
source: John Wanamaker and others

8. WHERE DOES
THIS APPLY?
Display Email
Ads Marketing
Online
PR Marketing SEO
Strategy
Content Pay per
Marketing Click

9. WHY USE DATA?

10. BENEFITS OF DATA
Increase success

11. WHAT
ANALYTICS?

12. WHAT TO MEASURE?
Marketing
Strategy Conversions ROI
Objectives

13. WHAT TO MEASURE?
Objective Raise
awareness
Data Website
traffic
Desired Increase in
Result visits

14. PLATFORMS & TOOLS

15. ANALYTICS
FOR SEO

16. SEO
Enhancing websites so search
engines perceive them as high
quality and relevant to particular
subject areas

18. WHAT DOES SEO
INCLUDE?
Social Keyword
Media Research
Link
SEO
On-Page
Building
Factors &
& Online
Content
PR
Traffic
and Technical
Rankings Factors
Analysis

19. WHAT CAN SEO
BE USED FOR?
Brand Awareness &
Management
Local Search
Traditional SEO

20. BENEFITS OF SEO
Searchers are Branding & Direct
already engaged Response
Benefits Search
Cost Effective
Engines & Users
Long Term Strategy Accountable

21. NEGATIVES OF SEO
Highly Competitive Resource intensive
Black Hat Google are
Techniques Removing Data
Ever Changing Longer to see
Algorithms results

22. KOOZAI‟S
SEO PROCESS
Keyword Technical On-Page
Research Optimisation Optimisation
Monthly
Off-Page
On-going Analytics
Optimisation
Optimisation

23. SEO OBJECTIVES

24. SEO ANALYSIS

25. SEO DATA

26. KEYWORD DATA
Traffic > Sources > Search > Organic

27. LANDING PAGE DATA
Traffic > Sources > Search > Organic > Landing Page

28. KEYWORD GOAL DATA
Traffic > Sources > Search > Organic > Goal Set 1

29. KEYWORD RANKINGS

30. ANALYTICS
FOR PPC

31. AdWords PPC
A Google service offering many
different formats of online
advertising on search results
pages and other online content

32. TYPES OF
ADWORDS ADVERTISING
Search Display
Network Network
Video Re-
Advertising Marketing

34. GET THEIR ATTENTION

36. BENEFITS OF PPC
Instant Visibility Direct Response
Searchers are
Competitor Bidding Already Engaged
Accountable, &
Highly Controlled
Cost Effective

37. PPC FOR BRANDING

38. NEGATIVES OF PPC
Specialist
Highly Competitive
Knowledge
Rising Costs Approval Issues
Product Type Ever Changing
Limitations Interface

39. PPC OBJECTIVES

40. PPC ACCOUNT
STRUCTURE
Account
Campaign Campaign Campaign
Ad Ad Ad Ad Ad Ad Ad Ad Ad
Group Group Group Group Group Group Group Group Group
Key- Key- Key- Key- Key- Key- Key- Key- Key-
words words words words words words words words words

41. PPC ANALYSIS

42. ADWORDS ANALYSIS
• CTR (Click through Rate) • Average position
• Impressions • Impression Share
• Average Cost per Click • Conversions
• Cost • Conversion Rate

43. ADWORDS ANALYSIS

44. PPC METRICS

45. ADDITIONAL
INFORMATION

46. ANALYTICS
FOR SOCIAL

47. SOCIAL GOALS
Increase brand awareness through utilising
1
the top social media platforms
Build your reputation as the ‘go-to’ authority
2
within the company’s niche
Increase your following by sharing content, list
3 building, listening and engaging
Drive the social signals that the search engines
4 now look for as part of their ranking algorithm

48. SOCIAL MEDIA

49. SOCIAL MEDIA

50. SOCIAL MEDIA

51. TOP SOCIAL TOOLS

52. BIT.LY

53. CROWD BOOSTER

54. SHARED PAGES
Google Analytics > Traffic Sources > Social > Pages

55. DATA HUB ACTIVITY
GA > Traffic Sources > Social > Pages > URL > Social
Network and Action

56. ACTIVITY DETAILS
GA > Traffic Sources > Social > Pages > URL >
Activity Stream

57. ANALYTICS
FOR CONTENT

58. CONTENT GOALS
Build quality links using multiple content
1
strategies
Stay ahead of algorithm updates by
2
having a varied link profile and anchor text
Drive targeted visitors that are interested in what
3 you do
Increase social shares & followers through a
4 creative content strategy

59. CONTENT IDEAS
Whitepapers Advertorials
Infographics Questionnaires
Videos Q&A
Surveys Blog Posts
PR Mentions Hubs & Lenses
Guest Blogging Future Trends

61. CONTENT DASHBOARD
http://kooz.ai/contentdash

62. CONVERSION
TRACKING

63. HOW CAN YOU USE
CONVERSIONS?

64. AND ECOMMERCE?

65. TRAFFIC SOURCE
ECOMMERCE DATA

66. TO SUMMARISE
Identify
objectives
Get better
results! Implement
strategy
Optimise Measure
campaign Results
Refine
strategy

67. RESOURCES
 http://www.koozai.com
 http://www.stateofsearch.com/
 http://www.seomoz.org/blog /
 http://www.seomoz.org/beginners-guide-to-seo
 http://searchengineland.com/
 http://adwords.blogspot.co.uk/
 http://googlewebmastercentral.blogspot.co.uk/2012/10/google-
webmaster-guidelines-updated.html
 http://mashable.com/ (good for general tech news)

68. HAPPY TRACKING!
anna.lewis@koozai.com
0845 4531234
@Koozai_Anna
Koozai.com/blog

69. IMAGE SOURCES
 Why you should be bothered with SEO & PPC
http://rt.com/programs/why-care-summary/
Pizza (take aways)
http://adictoayoutube.blogspot.co.uk/2010/05/dominos
-pizza-mi-favorito.html