Deze presentatie laat in het kort het een en ander zien van wat zoekmachine optimalisatie (SEO) inhoudt en wat Google belangrijk vindt in de pageranking op de search engine results page. Het tweede gedeelte van presentatie geeft een aantal elementen uit Google Analytics weer en legt uit waarom het goed te gebruiken is. Gastcollege door Christian van 't Hof van Brightsol (www.brightsol.nl). Dit college is gegeven voor het vak Digital Marketing op het Windesheim in Zwolle voor een groep internationale studenten van de minor 'European Business Studies'.

1. DIGITAL MARKETING
SEO & GOOGLE ANALYTICS
12-05-2015 | Christian van ’t Hof

2. PART 1
GOOGLE & SEO

3. GOOGLE
Products of Google

4. GOOGLE
Google products for online marketers

5. GOOGLE
Google products for online marketers

6. SEARCH ENGINE OPTIMISATION
Wikipedia
Search engine optimization is the process of affecting the
visibility of a website or a web page in a search engine’s
"natural" or un-paid ("organic") search results.
SearchEngineLand
SEO… is the process of getting traffic from the “free,” “organic,”
“editorial” or “natural” listings on search engines.

7. Search Engine Results Page (SERP)
SEARCH ENGINE OPTIMISATION

8. Search Engine Results Page (SERP)
Rank # Click Throughs %
1 8,220,278 42.30%
2 2,316,738 11.92%
3 1,640,751 8.44%
4 1,171,642 6.03%
5 943,667 4.86%
6 774,718 3.99%
7 655,914 3.37%
8 579,196 2.98%
9 549,196 2.83%
10 577,325 2.97%
SEARCH ENGINE OPTIMISATION

9. Google Algorithm
Domain Factors
- Domain name
- Domain age
- Exact match domain name
- Country extension
Algorithm Rules
- User search history
- User browsing history
- Local searches
SEARCH ENGINE OPTIMISATION

10. Google Algorithm
Page-level Factors
- Keyword in title tag
- Title tag starts with keyword
- Keyword in description tag
On-site Webspam (Negative)
- Redirects
- Ads above the fold
- Hiding affiliate links
SEARCH ENGINE OPTIMISATION

11. Google Algorithm
Site-level Factors
- Content provides value and unique insights
- Number of pages
- Mobile optimised (since 21 april of 2015)
Brand Signals
- LinkedIn company page
- Facebook page with likes
- Brand name on news sites
SEARCH ENGINE OPTIMISATION

12. Google Algorithm
Backlink Factors
- Alt Tag
- Social shares
- Links from authority sites
Social Signals
- Number of Tweets
- Facebook shares
- Pinterest pins
- Verified Google+ Authorship
SEARCH ENGINE OPTIMISATION

13. Google Algorithm
User Interaction
- Bounce rate
- Direct traffic
- Chrome bookmarks
- Dwell time
Off-page Webspam
- Unnatural links
- Penguin penalty
- Links from the same ip
- Selling links
SEARCH ENGINE OPTIMISATION

14. SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION

15. SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION

16. SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION

17. SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION

18. SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION

19. SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION

20. SERP & Page-level Factors
SEARCH ENGINE OPTIMISATION

21. PART 2
GOOGLE ANALYTICS

22. GOOGLE ANALYTICS
Web Analytics
Web analytics is the measurement, collection, analysis and
reporting of internet data for purposes of understanding and
optimising web usage

23. GOOGLE ANALYTICS
“What data would you like to
get from your website?”
Question time

24. GOOGLE ANALYTICS
Analytics Main Elements
✦ Hits
✦ Page Impressions / Views
✦ Visits
✦ Unique Visitors
✦ Pages/Visit
✦ Average Visit Duration
✦ Bounce Rate
✦ Percentage of New Visits

25. GOOGLE ANALYTICS
Website - DroomhuisNunspeet.nl

26. GOOGLE ANALYTICS
Google Analytics - Dashboard

27. GOOGLE ANALYTICS
Google Analytics - Main Elements

28. GOOGLE ANALYTICS
Google Analytics - Dashboard

29. GOOGLE ANALYTICS
Audience - Overview

30. GOOGLE ANALYTICS
Audience - Demography

31. GOOGLE ANALYTICS
Audience - Geography

32. GOOGLE ANALYTICS
Audience - Distribution and page depth

33. GOOGLE ANALYTICS
Audience - Browsers

34. GOOGLE ANALYTICS
Audience - Devices

35. GOOGLE ANALYTICS
Acquisition - Overview

36. GOOGLE ANALYTICS
Acquisition - Source

37. GOOGLE ANALYTICS
Acquisition - Source vs Device

38. GOOGLE ANALYTICS
Behaviour

39. GOOGLE ANALYTICS
Conversions

40. Questions?
Christian van ’t Hof
christian@brightsol.nl