Daily Archives: May 21, 2012

SEO and Web Analytics

SEO and Web Analytics

300px Search engine diagram de.svg  SEO and Web Analytics

Diagram of the search engine concept (de) (Photo credit: Wikipedia)

 

By Jose Nunez

As an SEM Specialist, I must understand the different algorithms search engines use in their work. I also need to have an understanding of how my client’s target audience searches these engines.

Analytical tools and their test results offer the most valuable information about visitors searching and browsing behavior. The resulting traffic changes and most frequent keyword phrases that appear in these web analytics reports are the Site Catalyst of any SEO campaign.

This helps one understand the information retrieval algorithms and heuristics process that takes place when search engines qualify a web page for a particular keyword phrase. That is why in order for a web page to be considered relevant, its content organization must accommodate a wide variety of direct and semi-direct search behavior, which is mostly disclosed by its own metrics, in a given time period.

Part of the important information web analysis provides is the amount of words and phrases people type into search queries to find a particular web page, and it is equally important to include this information in order to receive targeted search engine traffic. That is just one of the aspects in the existing relation between web analytics and SEO: understanding how visitors search and browse websites.

In a similar fashion, search engine generated (seo) traffic is reported by a web analytics tool, including the phrases entered into the search engine that were used to find a website. By separating the paid traffic generated by SEM from the total traffic that was referred by search engines, you can monitor the effectiveness of SEO efforts. Higher-end analytic tools break out organic search engines into a separate report.

Another area where this statistical data is used for SEO benefits is in copywriting. Understanding how to write for the target audience of a website is key. Finding the right terms to use semantically within the copy of a web page is one of the main components of all successful SEO efforts. A SEM should always consider what each web page communicates to site visitors and search engines. This content should not only help achieve top search engine rankings, but it should also encourage searchers to visit the website.

To improve positioning on search engine results pages, you need to be able to measure effectiveness. These tools make measuring your improvement on search engines easy, but it is really important to know is if the improvement affects traffic and sales. By monitoring and tracking this information frequently, a SEO can make recommendations, prove these recommendations work, and accurately report on the true effectiveness of these changes. Web analytic helps shorten the gap between what you think your visitors are searching for, and what they actually are.

  SEO and Web Analytics

SEO Effective Tactics and understanding Why Content Still King ?

300px Seo de Urgel 1 SEO Effective Tactics and understanding Why Content Still King ?

Seo de Urgel 1 (Photo credit: Wikipedia)

SEO Effective Tactics and understanding Why Content Still King ?

It was a year ago that I attended my first search engine strategies conference. It was also at this conference that I became a speaker.

Search Engine Strategies and PubCon are undoubtedly the two largest SEO/SEM conferences out there today so of course there’s huge attendance and lots of big industry names attending.

There’s also a guy there who you may have heard of. His name is Barry Schwartz and he’s from Search Engine Round Table. I bring his name up because he’s found one of the best ways to not only build an ever expanding content base up, but also a way to build quality relevant links. And it’s so simple one begins to wonder why others don’t do it.

Before I get into what he’s doing let me give you a little history. He started covering SES a few shows ago and would post summaries of the various seminars he attended at the SearchEngineWatch forum.

His posts were some of the most read posts during the conference. He soon also began posting longer summaries at his own site. Also very well read by those of us who couldn’t attend the show.

Now he’s become “the” reporter for the SES shows wherever they are. He even went into this one with a plan to cover as many of the sessions as possible, between himself and others known in the SEM industry. Some of the posts end up at the SEW forums but he also posts many on his own site.

Step one – there’s that ongoing content development.

You see, what the folks at SEO roundtable are doing is creating very long, but very detailed summaries of every seminar they attend. They then post these to their website daily or more often. Each post occupies it’s own static page, and most pages are well linked within the site.

Step two – relevant quality links and lots of them

Now here’s the great part. It is because of this coverage that people have come to realize that this site is the site to go to for SES coverage. Between this site and the SEW forums you can pretty much get your fill of SES in a very compact version. (Trust me for some of the sessions, a light summary is much better than sitting through 90 minutes of dry explanations of how ranking algorithms work icon smile SEO Effective Tactics and understanding Why Content Still King ? ).

And because people rely on these summaries of the show that they begin to refer others to them. Either through word of mouth or, more importantly, links.

This is where the relevant quality links kick in. What is a link to an SEM site from another SEM site worth? What would you pay to have your competitors link to you with lots of one way links, many from high authority sites? Because of this article, they even have a link from here.

Plus they get links from Searchenginewatch, in both the forums and the blog entries, not to mention other high profile industry sites. What’s link from Matt Cutt’s blog with a photo worth to this site?

You see, this site is building its online reputation the way everyone needs to – by posting relevant timely information that others want to see. Then the others link to that content in a natural way.

Let me put it to you another way – of the over 3,000 links this site has, how many do you suppose are from content? More specifically, how many are due to the site’s summaries of the various SES shows they’ve attended? Links may not be directly to the topics in question. In fact many are not.

In fact, if you scan through the top 100 links or so listed in Google you see a virtual who’s who of the SEO industry. Let me point out a few of the more notable links: Links from Yahoo Search Blog, as well as the MSDN MSN search blog. Of course there’s many from Searchenginewatch, but also from other industry sites like searchviews.com, seomoz.com and searchenginejournal.com just to name a few.

So what has the site accomplished by attending all the SES shows since late 2003? Well, they’ve built lots of good content which helps relay their authority status to engines like Google.

Further, they’ve gotten lots of quality inbound links from high profile related sites that are also considered authorities. Plus they’ve also built a reputation for being the place to go to find out about SES which means increased traffic to the site. Not to mention that they’ve now probably got a well known brand.

In other words, if someone doesn’t already know how to find the site, but they know the name of it, a the person will search on an engine like Google looking for the domain name. Even if it’s ranked #7 or 8 for the search term the site will get the click because the searcher is looking for that brand.

How’s that for building quality content and links at the same time?

 SEO Effective Tactics and understanding Why Content Still King ?