Surf Expo, Orlando, FL January 6, 2011 – 11:30 a.m. Let Analytics Spend your Marketing Dollars Presented by Mike Duncan CEO Sage Island Is your e-commerce website reaching its full potential? An effective and profitable site must contain the meta data and Search Engine Optimization tactics that drive qualified traffic. And once there, visitors must be greeted by an efficient site with optimal customer service. However what happens after that? Understanding your traffic analytics can allow you to fine tune your marketing techniques for a greater return on your investment. This seminar, presented my Mike Duncan, CEO of Sage Island teaches you key factors of your website’s data so that you can increase traffic and sales. Learn how to problem solve your marketing through analytics, and put your website to work for you.

1. Let Analytics Spend
your Marketing Dollars
Mike Dunca n
mdunc an @Sa ge Is land.com
facebook.com/MikeADuncan
twitter.com/MikeADuncan
Sage Island CEO

2. Sage Island
• Birthday - February 10, 1997 (Google Sept 1998)
• 24 Full Time Employees
• Full-Service Interactive Marketing Agency
• Startups to Fortune 500 Companies Worldwide
Me
• Geek (computer, design, MBA)
• Surfer / Vert - Pool Skater / Cycle
• Vintage Auto Racer

9. Analytics
Analytics allow you to:
• make informed site structure and content decisions
• make decisions on how to convert more visitors into customers
• track the performance of your keywords and other marketing
campaigns
(Other marketing efforts: QR codes, banner ads, URL builder)
• track key metrics such as revenue, average order value, newsletter
sign-ups, page downloads, and e-commerce conversion rates
Key Factors When Analyzing Analytics
• Drive High Quality Traffic
• Decrease Unnecessary Cost
• Maximize Your Conversions

11. Traffic Sources
Where are your visitors that convert coming from?
• Analyze the different types of traffic sources
• Organic, CPC and Direct Traffic

14. Keywords
Choose Keywords that will Convert
• Analyze top-selling products, goal conversions and your ROI
for keywords
• Look at the success and history of keywords
• Increase or decrease your keyword bids based on your
margin and keyword performance
• Ideal keywords have high visits, a low bounce rate, and a
high conversion rate and revenue.

16. Keyword Filtering
Create Keyword Filters
• Start Broad, then Filter
• Filter by Non-Paid, Total or Paid Keywords
• Filter by Select Keywords (ex: enjoi skateboards)
• Sort by the keywords generating the most visits
and revenue

21. Ad Copy
Choose Ad Text that Converts
• Ad copy with high visits show that the copy is relevant
and effective at getting the user to click

23. Landing Pages
Choose Landing Pages that Convert
• View Top Landing Pages
• Lower your bounce rates by tailoring your
landing pages to your ad copy

25. Exit Pages
When Do People Leave Your Site?
• View Top Exit Pages
• Look for indicators as to why viewers are
leaving your site

29. Funnel Events / Goals
Where Are Viewers Abandoning Your Shopping Cart?
• See the number visitors who went through each step of
your cart

31. Content
Which Pages Should You Improve First?
• Look at the value for each page (ie. $ Index)
• $Index is (Ecommerce revenue + Total Goal
Value)

33. Other Keyword Tools

34. Keyword Research
Have a Strategy, Careful keyword selection is the heart of any campaign!
Create a robust keyword portfolio of relevant keyword phrases that are
searched on by potential customers.
www.keyworddiscovery.com
www.wordtracker.com
Google Adwords Keyword Tool
www.seobook.com
www.seomoz.org

35. Convert Top keyword with SEO

38. SEO On-Page Optimization
• Use keyword research to determine how customers search
• Inject keywords into body copy, titles, and images
• User friendly and search engine friendly site.
Ranking factors:
www.seomoz.org/article/search-ranking-factors
www.vaughns-1-pagers.com/internet/google-ranking-factors.htm

41. Meta Data
<TITLE>Skateboards - Warehouse Skateboards offers Complete Skateboards,
Skateboard Decks, Trucks, Wheels & Much More!</TITLE>
<META NAME="Description" CONTENT="Biggest selection of skateboards,
skateboard decks, complete skateboards, skateboard wheels, skateboard trucks,
skateboards delivered right to your door!">
<META NAME="Keywords" CONTENT="skateboards,skateboard,complete
skateboards,skateboard decks,skateboard wheels,skateboard trucks,skate
decks,warehouse skateboards">
Mike Duncan’s Best Practices
h"p://www.sageisland.com/SEO-­‐best.pdf

43. Sitemap Submission
Google WebMaster Tools - www.google.com/webmasters/tools/
Bing (MSN) WebMaster Tools - www.bing.com/webmasters
Yahoo! Site Explorer - http://siteexplorer.search.yahoo.com
Create a Sitemap
www.gsitecrawler.com
Do you have a Robots.txt file?
www.yourdomain.com/robots.txt
User-agent: *
Disallow: /my-dirty-photos
Sitemap: http://www.domain.com/sitemap.xml

44. SEO OFF-Page Optimization
Link Building

45. Jan 25, 2007

46. Quality/Quantity external links is
what you are after!
What is a Quality link?
Answer:
Good Google Page Rank (3+)
Relevant

61. How does your site rank in SEO?
www.websitegrader.com

62. Questions?
Mike Dunca n
mdunc an @Sa ge Is land.com
facebook.com/MikeADuncan
twitter.com/MikeADuncan