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Metrics: Leveraging Google Analytics for Great SEO

Measuring your website might sound dull, and it often is. Nonetheless, there are many new tools on the Web - many of them free - that make it easy to measure the performance of your website over time. Google analytics is one of the best, as are the Google Webmaster tools. You can couple these metrics to your SEO strategy to see where you are at the beginning, where you are after SEO, and going forward - use them as feedback to improve your SEO.

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Metrics: Leveraging Google Analytics for Great SEO

• Goals. Every website should have a goal. The Google flow. How do customers get to your website? What do they do once they arrive?

• Concepts. Concepts and vocabulary around SEO metrics. What do you want to measure? What are industry standard measurements?

• Website Structure. Creating a "metric-friendly" website. Making sure that your SEO paths and your PPC paths are different. Conceptualizing how you want people to use your website, and what they are doing once they get there.

• Google Analytics. A basic introduction to Google analytics. Measuring what you can do from the dashboard. Incoming traffic, referring links, top landing pages. Advanced Google analytics. Advanced segments, reports. Setting goals and funnels. Hidden resources for more information on Google Analytics.

• Questions and Answers. Questions from class participants, and answers from Dr. Jason McDonald on search engine optimization and keywords.