SEARCH ANALYTICS

Unit – V
Search engine optimization (SEO), non-linear
media consumption, user engagement, user
generated content, web traffic analysis,
navigation, usability, eye tracking, online
security, online ethics, content management
system, data visualization, RSS feeds, Mobile
platforms, User centered design,
Understanding search behaviors.
 What Is SEO / Search Engine Optimization?

SEO stands for “search engine optimization.” In

simple terms, it means the process of
improving your site to increase its visibility
when people search for products or services
related to your business in Google, Bing, and
other search engines. The better visibility your
pages have in search results, the more likely
you are to garner attention and attract
prospective and existing customers to your
business.
 Methods in SEO
• Index - Google stores all web pages that it knows about in
its index. The index entry for each page describes the content and
location (URL) of that page. To index is when Google fetches a
page, reads it, and adds it to the index: Google indexed several
pages on my site today.
• Crawl - The process of looking for new or updated web pages.
Google discovers URLs by following links, by reading sitemaps,
and by many other means. Google crawls the web, looking for new
pages, then indexes them (when appropriate).
• Crawler - Automated software that crawls (fetches) pages from the
web and indexes them.
• Googlebot - The generic name of Google's crawler. Googlebot
crawls the web constantly.
• SEO - Search engine optimization: the process of making your site
better for search engines. Also the job title of a person who does
this for a living: We just hired a new SEO to improve our presence
 Core Elements of SEO: On-Page SEO and Off-Page SEO
• When it comes to broader SEO, there are two
equally important paths: on-page SEO and
off-page SEO.
• On-page SEO is about building content to
improve your rankings. This comes down to
incorporating keywords into your pages and
content, writing high-quality content regularly,
making sure your metatags and titles are
keyword-rich and well-written, among other
factors.
• Off-page SEO is the optimization happening off
of your website itself, such as earning backlinks.
 Tips for Creating Quality Content

• Understand user intent: You need to know what the

reader wants to accomplish when they land on your page.
• Develop a customer avatar: You also need to
know who your reader is, what they like, what they
dislike, and why they’re there.
• Break up the text: People have short attention spans, and
writing giant walls of text doesn’t work anymore; you
need to break it up with plenty of headers and images.
• Make it actionable: There’s nothing worse than reading a
piece of content and not getting everything you need to
accomplish something. Your content should be thorough,
but it also needs to answer the question, “What now?”
Will the reader have everything they need when they
finish your article?
 Elements of Keyword Selection

• Choosing the Right Keywords

• Competition Analysis
• Search Intent
Tips for Selecting the Best Keywords
Use tools to help
Understand semantics
Learn the intent
Spy on the competitors
 Title Tags & Meta Description

• One thing a lot of people confuse is the title tag

and H1 tag. These are two different headings and
should be treated as such. The title tag is what’s
displayed in the tab at the top of your browser
and shows when your page turns up on Google.
• Meta Description
• The meta description is the area below that. Here
is where you get a chance to tell the searcher
what the content is about. It’s important to
keyword-optimize this section, and it’s no longer
than 160 characters. You want it to display
correctly on both mobile and desktop screens.
Meta Description
 Schema

• Schema is the result of a collaboration of

several search engines. It’s basically just a
subset of specific HTML tags that improves the
way the SERPs display your content.
Subheadings
• One example of a subheading would be your
H1. This is the title of your article and is
displayed at the top. While it might just seem
like a string of words, it’s important because
it’s your H1. It’s your primary header.
Alt Text
• Alt text describes an image in your article. All
pieces of content have it, but a lot of people
don’t make use of it. The point of alt text is so
search engines can verbally describe the
image to people who are visually impaired.
When you write alt text, you want it to
properly break down what the image is, but
you can also use these for inserting keywords.
• URL Slug
• Going back to this image again, you’ll see the
box is around the phrase “what is content
marketing.” This is the URL slug, which is the
part of the URL that tells Google what the
content is about. These are also important
areas for you to insert your most important
keyword.
 Non-linear media consumption

Non-linear media is a form of media that can

be interacted with by the consumer, such as
by selecting television shows to watch through
a video on demand type service, by playing a
video game, by clicking through a website, or
by interacting through social media.
What is user engagement?
User engagement measures whether users find
value in a product or service. Engagement can
be measured by a variety or combination of
activities such as downloads, clicks, shares,
and more. Highly engaged users are generally
more profitable, provided that their activities
are tied to valuable outcomes such as
purchases, signups, subscriptions, or clicks.
 How to calculate user engagement

• To calculate user engagement, teams must decide what engagement

means to them. For a media publication, all activities might be
considered positive engagement because the site makes money
from advertising. For an e-commerce store, activities might only be
considered positive engagement if they are correlated with a
positive outcome such as purchases, or at least adding items to a
cart. Here are activities that different businesses might count as
engagement:
• Media site: Daily usage, views, time on page, clicks, searches,
comments, shares
• Streaming music app: Daily usage, time spent in app, songs listened
to, playlists created, friends added
• E-commerce store: Monthly usage, adding items to cart
• Personal finance app: Weekly usage, sync bank accounts, create a
budget, enable notifications, view dashboard
• Enterprise software: Monthly usage, create reports, share reports,
 How to improve user engagement

Finding out what users consider valuable

Improving the product’s usability
Educating users, especially new ones
Communicating with users
 What is user-generated content?

• User-generated content (also known as UGC

or consumer-generated content) is original,
brand-specific content created by customers
and published on social media or other
channels. UGC comes in many forms, including
images, videos, reviews, a testimonial, or even
a podcast.
 Where does UGC content come from?

Customers
Brand loyalists
Employees
• UGC creators
• A UGC creator is someone who creates
sponsored content that appears authentic but
is designed to showcase a specific business or
product.
 Why is user-generated content important?

Takes authenticity to the next level

Helps establish brand loyalty and grows
community
Acts as a trust signal
Increase conversions and influence purchasing
decisions
Adaptable and flexible
More cost-effective than influencer marketing
Works in harmony with social commerce
 Types of user-generated content

• User-generated content is this season’s must-have

strategy for social media marketers, and it comes in
many styles and formats to help you find the right fit
for your brand.
• Images
• Videos
• Social media content (e.g., a Tweet about your brand)
• Testimonials
• Product reviews
• Live streams
• Blog posts
• YouTube content
 What is website traffic analysis?

Website traffic analysis is the process of

collecting and interpreting key data points that
describe web traffic to and from your site.
(Web traffic is information about every user
that visits your site.) While the general rule of
thumb is the more traffic, the better, high
traffic numbers alone don’t always translate to
increased sales or lead generation.
 How do website traffic analysis tools work?
Traffic Sources
Page Views
Visits
Unique Visits
Bounce Rate
Average Time On-Page
Conversion Rate
Exit Pages
 What are the benefits of website traffic analysis?

Target Market Development

Spend-to-Sales Ratios
Lead Generation Success
Tools for Effective Traffic Analysis
HubSpot CMS
Hubspot CMS offers powerful and customizable
website traffic analysis tools. Combined with
top-tier campaign, lead generation, and
customizable form tools, HubSpot CMS is your
one-stop-shop for website metrics,
management, and marketing.
2. Mouseflow
Mouseflow lets you see exactly what your visitors
see — easily replay the entire visitor experience
to identify key pain points and make
adjustments that lead to a boost in conversions.
3. SimilarWeb
SimilarWeb is ideal for tracking your market share
with benchmarks, trends, and traffic analysis. It
gives you an understanding of what’s working
on your site, what isn’t, and how you can
improve.
4. Semrush
Semrush offers website traffic analysis for both
your site and websites owned by
your competitors. Quickly get a sense of what
marketing and traffic strategies are seeing the
most success and adapt your processes in a
similar way.
5. Google Analytics
Arguably the king of free website traffic analysis,
Google Analytics helps you build a complete
picture of visitor preferences while connecting
key insights to traffic results.
online security, online ethics
 What Is a Content Management System (CMS)?
A content management system, often
abbreviated as CMS, is software that helps
users create, manage, and modify content on
a website without the need for specialized
technical knowledge.
 What is RSS?

• RSS stands for Really Simple Syndication. It refers

to files easily read by a computer called XML files
that automatically update information.
• This information is fetched by a user’s RSS feed
reader that converts the files and the latest
updates from websites into an easy to read
format. An RSS feed takes the headlines,
summaries, and update notices, and then links
back to articles on your favorite website’s page.
• This content is distributed in real time, so that
the top results on the RSS feed are always the
latest published content for a website.
Mobile Platforms
 Seminar

User centered design, Understanding search

behaviors.