Melius Weideman
web-visibility.co.za
web-usability.co.za
Search Engines & Metrics
Please note that this presentation will also serve
as class notes. Some slides will therefore contain
more text and detail than traditional PPT
slideshows.
COPYRIGHT: Melius Weideman 2015 b-WebVisSE-9-Content
Vyhledávače & metriky
Melius Weideman
web-visibility.co.za
web-usability.co.za
63.8
20.6
12.7
97.1%
Sept 2015
Search Engines – Who’s who Vyhledávače - Kdo je kdo
Melius Weideman
web-visibility.co.za
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Search Engines – Manual Comparison 1
Vyhledávače - příručka Srovnání 1
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Search Engines – Automatic Combination
Vyhledávače - Automatic Kombinace
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Can you interpret the potential effect of
new developments?
Search Engines – Can you?
Can you compare the major Search Engines?
Can you view SERPs as the user sees them?
Vyhledávače - můžete?
dxfdxfporovnat hlavních vyhledávačů
interpretovat potenciální účinek
zobrazit serach enine Výsledek
Melius Weideman
web-visibility.co.za
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http://youtu.be/gdnrtCGhmDk
Weideman, 03:15
Website Analytics
Search Engines – Metrics /
Analytics - Basics
Vyhledávače - Metrics /
Analytics - Základy
Melius Weideman
web-visibility.co.za
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•Hit - A request for a file from the web server. The number of hits received by a
website is frequently cited to assert its popularity, but this number is extremely
misleading and dramatically over-estimates popularity
•Page View - A request for a file whose type is defined as a page in log analysis,
ie 1 page view will be logged per html file downloaded
•Visit / Session - A series of requests from the same uniquely identified client with a
set timeout. A visit is expected to contain multiple hits (in log analysis) and page views
•First Visit/First Session - A visit from a visitor who has not made any previous
visits
•Visitor / Unique Visitor / Unique User - The uniquely identified client generating
requests on the web server within a defined time period (i.e. day, week or month)
•Repeat Visitor - A visitor that has made at least one previous visit. The period
between the last and current visit is called visitor recency and is measured in days
Search Engines – Metrics / Analytics
Vyhledávače - metriky / analytika
Melius Weideman
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•New Visitor - A visitor that has not made any previous visits. This definition
creates a certain amount of confusion and is sometimes substituted with analysis
of first visits
•Impression - An impression is each time an advertisement loads on a user's
screen. Anytime you see a banner, that is an impression
•Singletons - The number of visits where only a single page is viewed. While not a
useful metric in and of itself the number of singletons is indicative of various forms of
"Click Fraud" as well as being used to calculate bounce rate and in some cases to
identify automatons ("bots")
•Bounce Rate/% Exit - The percentage of visits where the visitor enters and
exits at the same page without visiting any other pages on the site in between
•Visibility time - The time a single page (or a blog, Ad Banner...) is viewed
Search Engines – Metrics Vyhledávače - metriky
Melius Weideman
web-visibility.co.za
web-usability.co.za
The hotel problem is generally the first problem encountered by a user of web
analytics. The term was first coined by Evison explaining the problem at one of
the Emetrics Summits and has now gained popularity as a simple expression
of the problem and its resolution
The problem is that the unique visitors for each day in a month do not add up to
the same total as the unique visitors for that month. This appears to an
inexperienced user to be a problem in whatever analytics software they are using.
In fact it is a simple property of the metric definitions
The way to picture the situation is by imagining a hotel. The hotel has two rooms
(Room A and Room B) which are fully booked over a 3 day period
The Hotel Problem … Hotel problém ...
Melius Weideman
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Look at the columns: the hotel has two unique users each day over three days.
The sum of the totals with respect to the days is therefore six
Day 1 Day 2 Day 3 Total
Room A John John Jane 2 Unique Clients
Room B Jean Jane Jean 2 Unique Clients
Total 2 2 2 ?
Look at the rows: however, during the period each room has had two unique users.
The sum of the totals with respect to the rooms is therefore four
Consider the centre six cells: in actual fact only three visitors have been in the
hotel over this period. The problem is that a person who stays in a room for two
nights will get counted twice if you count them once on each day, but is only
counted once if you are looking at the total for the period. Any software for web
analytics will sum these correctly for whatever time period, thus leading to the
problem when a user tries to compare the totals
The Hotel Problem … Hotel problém ...
Melius Weideman
web-visibility.co.za
web-usability.co.za
Explained in a different way: A single webpage typically consists of multiple discrete
files, each of which is counted as a hit as the page is downloaded, so the number of
hits is really an arbitrary number more reflective of the complexity of individual pages
on the website than the website's actual popularity (images, .js and .css files)
A hit is the retrieval of any item, like a page or a graphic, from a Web server. A hit is the
retrieval of any item, like a page or a graphic, from a Web server. For example, when a
visitor calls up a webpage with four graphics, that's five hits, one for the page and four
for the graphics. For this reason, hits often aren't a good indication of Web traffic
It’s a real minefield for website analytic terms out there. Some site received 16
million hits in a week. What does that mean?
Metric 1: Webpage HITS Metriky 1: Web hity
Melius Weideman
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A webpage containing 1000 images will register 1001 hits when viewed by a
single visitor. The same visitor may reload the same page 10 times to register
10,010 hits instantly. That doesn’t mean there are 10,010 people visiting your
site
Using hits to gauge a site’s popularity is misleading and there’s nothing to brag
about when you get thousands of hits per day. You might just as well talk about
how much bandwidth your site is consuming daily – more is NOT better in
these cases
Metric 1: Webpage HITS Metric 1: Web hity
Melius Weideman
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A pageview (PV) or page impression is a request to load a single page of a
website. A page request would result from a Web surfer clicking on a link on
another webpage page pointing to the page in question. This should be
contrasted with a hit, which refers to a request for a file, which refers to a
request for a file from a Web server. There may therefore be many hits per
page view
A user visits a given website by entering at the homepage, and then clicking on the
menu to visit a subpage. Next he/she returns to the homepage. That will be
counted as one visit, but three PVs. The browser “Back” button also generates
extra PVs
Metric 2: Pageviews Metric 2: Zobrazení stránek
Melius Weideman
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PVs may be counted as part of Web analytics. For the owner of the site this information
can be useful to see if any change in the page (such as the information or the way it is
presented) results in more visits. If there are any advertisements on the page, the
advertisers would also be interested in the number of PVs to determine their expected ROI.
For this reason it is a term that is used widely for Internet based marketing
Metric 2: Pageviews Metric 2: Zobrazení stránek
PVs can be used to gauge the ability of a website to retain the visitor’s interest, sometimes
called the stickiness of a website. A high PV count per visitor means your visitors may
be browsing several pages during their visits. This can be a good thing to mention if you
are selling advertising on your site
lepkavost
Melius Weideman
web-visibility.co.za
web-usability.co.za
A Unique Visitor comes to the website once only within the timescale
A Visitor is one person who visits a given website
So the only difference between the two is the length of the timescale. What is
accurate – 1 hour? 6 hours? 24 hrs? 7 days? 1 month? … Typically 30 minutes!
A visitor is identified by his or her IP address and sometimes through cookies,
which act like online fingerprints
One visitor can visit the same webpage more than once within the same hour, or
day, or whatever timescale you choose
Metric 3: Visitors Metric 3: Návštěvníci
Melius Weideman
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16
Example Metrics Příklad Metrics
Melius Weideman
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Both free and paid tools allow you to track which keywords are sending you
traffic, are profitable, and which keywords lose money. As soon as you start
tracking results, your campaigns get more efficient because you start focusing
on the results
Analytics Tools Analytics Nástroje
Melius Weideman
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○ These tend to be limited in feature set and give themselves sitewide links
on your site, or require you to trust giving a major search engine like
Google with virtually all your marketing data.
● Google Analytics - powerful full featured analytics tool. Even allows you to
track your ROI by keyword for each AdWords ad position. Google AdWords
also has internal split testing and conversion tracking software.
● Google Website Optimizer - allows you to A/B split test landing pages and
track how well Google AdWords traffic converts.
● Microsoft Project Gatineau - not publicly launched yet, but accepting invite
requests.
● Site Meter - starts off as free, but charges for advanced features
● Stat Counter - starts off as free, but charges for advanced features and
bandwith usage.
● Webalizer - default log analyzer on many servers.
● Analog - default log analyzer on many servers.
● AWstats - another popular default log analyzer on many servers.
Free Analytics Tools Zdarma Analytics Nástroje
Melius Weideman
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Classic vs Universal Google Analytics
Classic proti univerzální
Melius Weideman
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Classic vs Universal Google Analytics
Classic
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-10590137-3']);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type =
'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ?
'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga, s);
})();
univerzální
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-8068463-1']);
_gaq.push(['_setDomainName', 'streamcompanies.com']);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type =
'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ?
'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga, s);
})();
Melius Weideman
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web-usability.co.za
GA code
Find any webpage with Classic GA code, and identify the
code block…
GA kód
Find any webpage with Universal GA code, and identify the
code block…
Melius Weideman
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Analytics Tools: GA reporting 1
Analytics Nástroje: podávání zpráv GA 1
Melius Weideman
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Analytics Tools: GA reporting 2
Analytics Nástroje: podávání zpráv GA 2
Melius Weideman
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Analytics Tools: GA reporting 3
Analytics Nástroje: podávání zpráv GA 3
Melius Weideman
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Analytics Tools: GA reporting 4
Analytics Nástroje: podávání zpráv GA 4
Melius Weideman
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How does the one affect the other?
Search Engine Metrics – Can you?
Can you interpret each analytic measure?
Can you see patterns based on
weekday/season/events?
Search Engine Metrics - Můžeš?
Melius Weideman
web-visibility.co.za
web-usability.co.za
Verndale Media, 04:21
How to use
Google
Analytics
Search Engines – Metrics /
Analytics - Basics
http://youtu.be/u-I7osnBu38
Vyhledávače - Metrics /
Analytics - Základy
Melius Weideman
web-visibility.co.za
web-usability.co.za
Find the AWStats homepage…
Do some reading on AWStats – how to use it, insert the code, read
the graphs, etc
Takeaway Actions Takeaway Akce
Melius Weideman
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web-usability.co.za
Děkuji ĎakujemDankie