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Mang 6233 Web Analytics: Covers overview of AdWords and Google analytics, designing a site and its environment using keywords, organic search Introduction to Reporting (75 Pages)

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Covers overview of AdWords and Google analytics, designing a site and its environment using keywords, organic search Introduction to Reporting The nature of the Googleverse Adwords etc Designin... g the site around stories and Keywords Organic Search What Google Analytics does Introduction to reporting The Trinity Approach A successful web strategy is customer centred Some Demonstration Sites How traffic gets to a site What we have to measure Google Analytics - Overview The Googleverse Webmaster Tools Search Console Webmaster Tools - Site Performance Plan the site set up Start with what the site is for Use the right words and images Tracking Links Tracking Events – videos, scrolling etc What will be the flow through the site What Collateral do you need Tagging sales pages, acknowledgement pages Tracking plug ins Goals in Analytics What is the sales process? Site Design with Google in Mind The Web runs on words The web runs on words Searches and advertising are based around keywords These can be phrases which can be quite long and which can be reused in Using Keywords – the phrase to own in Google’s Mind for SEO and PPC Description Tag is key – it’s the description of your page in the search engine. If it’s missing Google will use random phrases that you can’t control Use the most important keywords to make a strong 60 character title tag Have the most relevant keywords for the page in the keywords tag And make sure each page is different and relevant Use them in the headline tags on the page H1, H2, H3 Use them to in blog titles and tags Use them as hashtags in a twitter environment Turning your story into keywords Creating Google Ads How it works Current searches look like this We can see how the individual ads perform for clicks, CTR, average CPC and overall cost How it works you bet on phrases and on ads and then test the returns you get – it’s pure A vs B testing And of course you can test campaigns Which factors affect returns from paid search? A little bit about networks Google has moved on It now focuses on intent does this person want to buy something? are they searching for information? are they a user looking for support? We are competing for the answer box We need answers that attract, engage or offer protection to the searcher. Ask the question ourselves and answer it in 80-100 words. Answer some related questions – set out on a page with relevant H2 tag What you need to demonstrate Expertise Authority Trust It’s important to focus on ORGANIC because 80% of Google Traffic is organic, only 20% is paid. Your writer benefits from having a recognised by-line in the field People game the system so Google is always changing its algorithms with a menagerie of code names Basics of Reporting within Google Analytics What’s happening on the site now •Who is the audience - How does it segment •Where does it come from – how is it acquired •What do people do on the site Issues of data acquisition [Show More]

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