Take Control of Your Website for PR Pros! PRSA Southeast District Conference
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Is your PR expertise being trumped by marketing specialists? You can regain control of your website by becoming skilled in the basics of website analytics and SEO. With this knowledge, you will have more control over your website strategy. This session covers how to use web analytics to analyze your current performance, what benchmarks you should use, and which statistics you should focus on. You’ll learn how to research and identify your target audience and to discover what search terms they use to find you. You’ll get a basic introduction to SEO, with understandable explanations of how search engines work.
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Take Control of Your Website for PR Pros! PRSA Southeast District Conference
- 1. Take Control of Your Website Lessons in Website Management for PR Pros Caitlin Kaluza Marketing/Communications Manager Schipul – The Web Marketing Company @qcait | slideshare.net/qcait Photo credit: flickr.com/photos/38168573@N00/68843954
- 3. Case Studies Pages Portfolio Schipul.com Staff Bios Blog.schipul.com Photos TheSEMBlog.com Articles Blog Posts Press Releases Videos Tendenci.com Contact Forms Blog.Tendenci.com Tendenci.org
- 4. Your Website. It’s Alive! …but not scary Photo credit: flickr.com/photos/bagaball/6957682511
- 5. What We’ll Cover 1. Search Engine Fundamentals 2. Analytics – What Matters? 3. SEO Content Strategy Photo Credit: flickr.com/photos/andrewbain/2422471153
- 6. What you need to know SEARCH ENGINE MARKETING BASICS Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
- 7. How Does a Search Engine Work? Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
- 8. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 9. Search Engines Are Deaf & Blind Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 10. Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
- 11. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
- 12. Search Engine Relationships bruceclay.com/serc.htm Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
- 13. What Do Search Engines Look For? • Readable Text • Fresh, unique content • Good site architecture • Unique meta info • Relevant inbound links bruceclay.com/seo-hierarchy-of-needs.htm Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
- 14. Write great content + SEO = Use your keywords where they make sense Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
- 15. Penguin &Panda: Not Just Cute Animals! Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
- 16. Content is King Photo credit: flickr.com/photos/wrumsby/45536989
- 17. MAKING SENSE OF ANALYTICS Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
- 18. Definitions • Visits # of instances of a visit • Pageviews Total views of all pages • Bounce Rate People who landed on one page & left without clicking anywhere • New Visits Based on a cookie in your browser Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
- 19. Top 5 Metrics That Matter 1. Visit Trends Month vs month AND year vs year 2. Engagement Trends Pages/visit & Time on site 3. Top Traffic Sources Search Engines vs. Referring Sites Look at Social Media referrers 4. Top Keywords Branded vs. Non-branded 5. Top Content Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
- 20. Bonus! Geography & Mobile • Are you hitting the geography you expect? • Schipul B2B clients mobile about 7-9% Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
- 21. Set Up Goals • i.e. Fill Out Contact Form • Admin > Goals > Add confirmation page URL • View Conversion Rates for any report Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
- 22. Analytics Resources • Google Help - support.google.com/analytics • Lynda.com • More presentations! – Intro to Analyticsbit.ly/introanalytics – Intermediate bit.ly/moreanalytics Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
- 24. How is Your Content Doing Now? Keyword Density Analyzer schipul.com/sem-tools You should see your brand name, your top keyword phrase, & your geography Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
- 25. What Words Should you Focus On? Make a list of top keywords Use Google keyword tool to analyze competition vs. demand Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
- 26. The number one thing you can do to improve your SEO is: ADD NEW RELEVANT CONTENT REGULARLY
- 27. BrainstormContent • What is the goal of your website? • What keywords are sticking? • What holes are missing? • What local content can you provide? Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
- 28. Think About Types of Content • Your top blog post could make a great video or whitepaper • Video can reach past your site • Incorporate Photos, • 3 Billion videos viewed on Articles, Press YouTube per day Releases, Blog Posts, • Videos get a 40% Percent Case Studies, higher CTR in Search Results Slideshare presentations Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
- 29. Think About Link Bait “Cool Stuff” Gets Link Backs • Top 10 Ways to… • Hot Topics/In the News • Infographics • How To/FAQs • Talk about others (good Karma!) Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
- 30. Create an Editorial Calendar • Consistency is more important than Quantity • Have one person own it but delegate • Have a Sharing Strategy – share on Facebook, Twitter, LinkedIn, Google+, Pinterest, etc. Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
- 31. Action Items • Come Up With a List of Content Goals, Focus on 1 Per Month – Get found more for a certain key phrase – Support the sales team or support team or current clients – Update out of date content • Set up Analytics – Set up at least one Goal – Look at Stats Monthly, Have them Emailed to You • Link & Share Your New Content Caitlin Kaluza | @qcait| Schipul – The Web Marketing Company
- 32. CAITLIN KALUZA SLIDESHARE.NET/QCAIT @QCAIT Photo Credit: flickr.com/photos/fuzzy/1438386401
Editor's Notes
- Houston OffshoreEnginerering,
- Ask how many are in charge of the website? How many are a part of the website?How many have CMS?Blog?
- And this is what it looks like to search engines. Search engines only read code.
- A spider will go through the code and follow the links and then crawls those pages.
- And this is what your search results look like.