Search function is the most important on-demand service on the web. In fact search engines were most used web pages until social media became the new web king. Take a deeper look to your website traffic and get to know why and how people visits your site.
Part of the Opiskelupaikka-workshop for Helsinki Education and Research Area (06/2010).
2010-05 Viestinnän murros ja median sosiaalinen luonne
2010 06-search engine optimization and marketing example for universities
1. SEARCH ENGINE OPTIMIZATION AND
MARKETING
Do you understand your customers needs?
MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
2. BACKGROUND
Lasse Leponiemi, Business Leader
Mediatalo Opiskelupaikka Oy
lasse.leponiemi@opiskelupaikka.fi
040 7711 123
IR Visual Works Oy
advisor of the board
Web Analytics Association Finland
member of the national board
Teemu Halminen, Business development
Mediatalo Opiskelupaikka Oy
teemu.halminen@opiskelupaikka.fi
040 480 8080
MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
5. WHY SEARCH RESULTS MATTER?
• Importance of search engines have increased
• FINLAND IS A GOOGLE COUNTRY
• 37% Google as firstpage / HOMEPAGE
– 51% in 15-24 age group
• 96% uses Google regularly /REGULAR USAGE
– 99% in 15-24 age group
know your customer behaviour
MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
6. SEARCH ENGINE
• Search engine optimization
– organic search = ”cost free” rate in Google
– site can be optimized
• Search engine marketing
– Cost per click advertising, for example Google
Adwords
– Price per click varies
MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
13. MEASURE AND THINK
• CUSTOMER LIFE CYCLE ON THE WEB
• Reach
– visits, page views, campaigns, error pages
• Acquisition
– new visitors vs. returning visitors, bounce rate by entry page, avg. time on the site, reffering
domains, traffic from search engines., paid traffic
• Conversion
– KPI conversion rates, abandonment rate, funnel abandonment (it never worked?), avg amount of
purchase, sales summary, internal search
• Retention
– The amount of visits per visitor
– The amount of visits before conversion
MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
14. GOOGLE POSSIBILITIES
- DON’T BUY
”Clicks to site”
MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
15. WHY PEOPLE END UP HERE?
MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
16. WHAT ARE THEY LOOKING FOR?
• Google Trends
• search phrase relations
MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
18. WE CAN USE THESE TO MEASURE
• visitors on certain pages
• certain actions, eg. viewing a video, order
brochures
• registering
• IMPORTANT TOOLS:
– Reverse Goal Path & Abandoned Goal Funnel
• WHAT ARE YOUR GOALS?
MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
19. ”MAKE IT BETTER”
• Path analysis, referring domains ja exits
MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi