Google Analytics Full Course [2020] | Google Analytics Tutorial For Beginners | Simplilearn

Hello everyone and welcome to this video of the complete Google Analytics

course

. Just learn today. We will understand Google Analytics, which is the best analytical tool provided by Google to check our website. We will understand how Google Analytics works. How we can use it to measure the performance of our website, we will also understand how to set goals and create events that will help us keep our website on track. Next we'll look at Google Tag Manager and towards the end we'll unlock the mystery of how to rank number one. position at Google is not as difficult as you think, we have Rob with us who has over 15 years of experience in digital marketing and

analytics

and he will guide us through these topics.

Rob, welcome everyone. This is Rob Sanders with simply. He learns and today we are going to talk about Google Analytics. I'm really excited to be with you today because Google Analytics is one of my favorite Google platforms and my favorite topics, so let's talk about what we're going to cover today and we'll start with how to set up a Google Analytics account and so, We're going to talk about everything that's involved, including creating your Google Analytics account, we're going to talk about how to set up a property in your account and what property it is, we're going to talk about how to set up a reporting view on your property, and we're going to talk about how install the tracking code so those are the series of steps that we're going to follow today in terms of setting up a Google Analytics account so let's get straight to it and really the prerequisite here when it comes to setting up a Google Analytics account is have a Google login and ID so when you go to Google Analytics you should be able to sign up or sign in and once you sign in you will follow a series of steps but really that's all you need to activating the account is a Google ID and login, so if you have a Gmail account or another email. account that you use for other Google products, then you are ready, that's all you need to do.

When you go to sign up for Google Analytics, you will be asked to set up a new account and these are the series. of the steps you're going to take or follow to set up a new Google Analytics account, so you're going to choose an account name and then you're going to choose a property name, okay, the account name can be anything you want. I want it to be the name of your company, your name, whatever you want to name it, the name of the property is actually the name of the website, so what website are we talking about?

So here I'm going to set up a dummy website name, for now it's just called demo. learn, then the URL for the demo of this simply learn website will be demo.simplylearn.com, so that's the property when we talk about properties and

analytics

, we're actually talking about what websites we want to measure and then you will be asks you to choose an industry category and just know that we are in jobs and education, but it has several different industries that you can choose from. This is important, go ahead and choose the most relevant industry that your particular business is associated with. and I'm going to talk about why that's important here in a minute and then you'll choose your time zone and the time zone is also important because that's when the day starts in analytics and then the day ends based on that time zone, so The data that Google Analytics collects begin and end with that time zone, so it is very important to choose the time zone in which your company is located.

Then you have some additional options here. So you have a few settings, so the first setting is to allow Google products. and services, so if you opt for this, basically what Google will do is share some products and services with you via email. I would go ahead and opt for that, which of

course

is recommended by Google. It doesn't hurt to receive news from Google. related products and services that can improve your business, the second one is benchmarking, so for me benchmarking is something you should go for, so coming back to that industry and category, we choose jobs in education, so By opting for benchmarking basically what Google will do is share. your data that you collect on your website, in this case demo.simplylearn.com, you will share that data anonymously with others in the industry, in this case jobs and education, and because you have opted in, you will do exactly the same for it will share anonymous data on other websites in the same industry and the benefit of that is that we can see what other websites or how other websites are performing compared to ours, what is the benchmark in our industry and So benchmarking for me is important.

And I'll go over it in a few minutes when we go through the different reports, but I would always go with benchmarking because this is the only report that Google provides in analytics on how others in your industry are performing compared to your website. So it's a way to compare your website's performance with others in the same industry. The other options here are technical support and account specialist. I would also recommend that you go for them because it basically allows Google to allow you access to your account and they will be able to help you if any problems occur or you have any problems.

These are the options to configure a Google Analytics account. It's very simple, very easy to do. Just enter a few fields. Keep in mind that we are talking about a website right now. So I'm talking about demo.simplylearn.com, but know that if you want to track a mobile app, Google Analytics will allow you to do that too. Simply choose the mobile app option to track the website we want. I know how users behave when they access my website and that's what Google Analytics will allow us to measure and observe, we just need to take a couple more steps in the process, so once we fill out these fields here, let's do Click on get tracking ID now I will accept the terms of service.

I will accept other terms and services regarding data protection. I'm going to click accept once I accept. I will be able to get a tracking code. the tracking id is the id associated with your account, so this number will be associated with your account, so your account id starts with ua and it will be this number here now, the dash is the property that you set, in this If I set up demo.simplylearn.com if I wanted to crawl multiple websites under that same account then I can certainly set multiple properties, just know that each property I set on that account will have a dash 1-2-3-4 etc. depending of how many properties I set, by default I set one property so my first property id is dash one, if I set a second property the same account number will only have a dash two and that's important because that id that account and property ID will be associated with that particular property or website, so again, once you finish configuring your account settings, you will be asked to add some tracking code to your site and that tracking code It's going to be account and property related, so look at my tracking id here, look at the tracking id and the code snippet.

Now this code snippet should go on every page of your website that you want to track and you don't have to put it. on every page but if you want to track website behavior on every page of your website then it needs to go on every page of your website so if you are using a well known platform like drupal or joomla or even a Most popular platform like WordPress, adding site-wide tracking code is as easy as adding a Google Analytics plugin to WordPress, for example, and then simply entering the ID. There is now an alternative to adding Google Analytics tracking code to your site and that is Google Tag Manager.

Google tag manager is the way I would recommend, so if you are not familiar with Google tag manager, I would recommend you watch the YouTube video that we have on Google tag manager. You can go to YouTube and type just learn about Google Tag Manager and this I'll give you a good overview of what Google Tag Manager is and how it works, but basically this is the path that I would go down and recommend that in addition to having Google Analytics, you set up a Google Tag Manager account and then you can put the tracking code in Google tag manager, so if I go to Google tag manager and I just log into an account in tag manager, I just I can enter the Google Analytics ID directly in the tag manager and if I have it in the tag manager then the tag manager will be the place that contains the code and triggers the page view when someone visits my website, so That way I don't have to add the tracking code to my website if I do it in the tag manager, so that's the recommended method. for me it is adding the

google

analytics id associated with the tag manager.

If you can associate it with the tag manager then that is the easier route instead of putting the code on your website. Well, take another look at the video we have on YouTube for the Google tag. admin, that's the route you would go now once you get the tracking code on your website, either through Google Tag Manager or via a plugin, or just add the script to your site on your pages. site, so what's going to happen? If you're going to start collecting data, ideally that's the way it works. You should add this code to your website now.

If you're not ready to do that and just want to basically understand how Google Analytics works, then I would recommend it. get access to the Google Analytics demo account, so if you just type and search for the Google Analytics demo account, basically what you're going to do is choose the first list there and access the demo account, so if If you have a Google Analytics or Google login, all you need to do is click access the demo account. So what Google will do is put this demo account in your account and it will look like this, if I click on demo. account here will be added to my Google Analytics account, so I will have access to the Google demo account and Google Analytics, so I would recommend going this route here if you are not familiar, not sure what you are getting into, so think of the demo account as a kind of test drive where you are testing Google Analytics before even adding any code to your website.

Again, all you need is a Google account and if you have a Google account and If you add the demo account to your Google Analytics account, you will be able to see how Analytics works well and that is what I would also recommend, so if You're not ready to start adding code to your website, what can you do? is just adding the demo account and then once you add the demo account, you can examine Google Analytics to see the different types of reports it has to offer now when you actually set up a Google Analytics account. have some settings that you'll want to pay attention to, so when you set up the account you have the account name and then you have a property, so under each property that you have by default you will have a view and So here you can see this view.

If we look at the account we set up, we set up a demo. Just learn that account ownership is a demonstration. Just learn, so it's associated with the website that we're going to crawl and then again by default under each property, it's going to have a view and so by default, the name of the view is going to be called all the data of the website, so that view is where all your analytics data will be stored so you can see my screen here. You have a lot of different settings, you have settings on the account, you have settings on the property, and you have settings on the view, so we'll talk more about these settings in future webinars for Google Analytics power users, but for now know that. there are a ton of settings that you have that you can play with when it comes to Google Analytics, from adding users to your Google Analytics account, your Google Analytics property or view, you can set up goals, you can set up filters, you can set up segments that you can link Google ads, you may know how to set up the remarketing list, there's a lot of things you can do in terms of settings when it comes to Google Analytics, but no, those settings are there, they're located right down here and this little cogwheel That's the admin icon, so if you needAccess these settings at any time you can simply click on the cogwheel or the admin icon and then you will be asked to choose any of these settings here that you want to edit or modify, so now let's take a look at some reports from Google Analytics, so once you've set up your account, you'll have several different reports available in Google Analytics, so let's take a look at that. custom reports, we'll look at real-time audience reporting, acquisition behavior and conversion, so these are all the different reporting groups that you have available in Google Analytics, so if I'm an admin and I'm looking at the Google demo account let's get started looking at real time, so if I click on the real time report and I just click on overview, basically what this is going to do is show me right now how many users I have actually active. on the website, okay, that's why they call it real-time reporting because it allows you to see the behavior of the users that are currently on your website and this is the overall real-time report and you can see it here.

I can see that 79 percent. of my users come from desktop, 18, 20 come from mobile and about three percent come from tablets. Here I can see how they got to the website. This is the referral source, if they come from for example search or social media, I can see the source there and I can see what pages they are active on and then here I can see what locations they are active on. find and so if I want to see a breakdown of everything in the overview. I certainly can do that if I go to real-time locations. You could see that most of my users come from the United States.

Well, where do they come from? I'll just click on traffic sources and here. I was able to see the different sources and mediums: the medium is the medium by which the traffic was generated, so if it's Google, it's paid search or organic search, so I can see here if it's organic and then I can see what content they are seeing on my website, so I could see that I currently have three active users on the home page, two active users on the Google women's white t-shirt page, etc., and so on. The most important thing now is whether you have event tracking set up, so check out our Google Tag Manager. webinar, you know you can set up event tracking in Google Analytics to measure engagement on your website, whether it's a form submission or someone clicking the play button on a video, so if I click in events I'll be able to see what events are firing so here I can see we have event tracking set up and I can see how many different events are firing on my website in real time so here I can see ecommerce someone does click on quick view, some click, a couple of users click.

When adding to cart, a couple of users click on the promotion and as these events fire, you'll be able to see them highlighted, so if something fires, it will be highlighted and I'll be able to see that these are the current events. that I have currently activated on the website and that is what is currently activated. If I want to see the events that have happened in the last 30 minutes, I can click on this link here for the last 30 minutes and it will give me an overview of the events that have happened for the last 30 minutes okay, that's tracking events and then more importantly we can also see what conversions are happening in real time just by clicking on conversions and now I can see that I had an active user who entered at checkout that's goal number four so in analytics you can have up to 20 targets and here I can see that we have target number four, it has already had one active user, so if I look at the last 30 minutes I can see that I still only have one target in the last 30 minutes and that was someone who entered the checkout process, so it's a real-time summary report that just gives you an idea of ​​what's currently happening on your website and for me, ideally if I'm launching a campaign or just let's say you're redesigning a new website and you want to see how users perform and behave, then real time is a good option for you so that you can see how things happen in real time.

Now let's move on to the audience reports, so if I click on audiences. is just below real time. I'm going to see several different reports available to me under audience, so let's click on the audience overview report so the audience reports basically allow us to get an idea of ​​who visits our website when I come in. say who visits our website, it does not necessarily have to be a specific person, in fact, Google does not allow personally identifiable information in Google Analytics, personally identifiable information, such as a specific name, a social security number, credit card information credit, etc., however, we can still paint a good picture of who visits our website, i.e. what country, city or state they come from, in what language, what device they access our website, from what age they were okay , were they men, women or others, what interests did they have.

What browser did they use so that we can paint a good picture based on all this information that Google Analytics gives us in audience? So if I go to the audience overview here, I can see that I have all these different options available to get a basic understanding. Who visits our website, for example, I could see that most of the people who visit our website speak English and are from the United States. In fact, that represents 61 of the users, so Google Analytics does a great job of giving me an overall percentage, so if I have 100 percent of the users, I could see that 61 percent of those users represented English-speaking users from the United States, seven percent represented English-speaking users from Great Britain and therefore when it comes to analytics, we have users and the users fall into two categories: returning or new, so when you add the Google Analytics tracking script to your website, what will happen is that if or when a user visits your website, they will receive cookies if it is the first time they visit your website, which Google Analytics will do is store a cookie in the browser, so that when that same user returns another day in the same browser, Analytics will recognize that cookie is in the browser and then Analytics will classify that user as a returning user, that's how Analytics can differentiate new ones from returning ones, so if that user doesn't have a cookie in their browser, Analytics will recognize that store. the cookie and then count that user as a new user, so when you look in analytics you'll be able to see a breakdown of new and returning, so here I can see over three quarters of my traffic over the past week . here I can see from April 6 to 12 3 more than three quarters are new users to the website here I could see about 23 24 are returning users so I can get a good breakdown of what type of users are coming.

Am I generating new traffic? I am generating traffic that has been on my website before. What language do they speak? Well, I can also paint a broader picture. How old are you? What gender are they? They come from mobile devices, so let's take a look at some of these different reports under audience. So if I go to demographics, I can click on overview and when that report loads, I can see it now under demographics overview, I can see the breakdown of the age ranges and here I can see most of the traffic coming to my place again. over the past week now, if I want to change this date range, I could just do that.

I can change the date range by just clicking on the date range and then maybe it says the last 30 days and I can even compare it to the previous period. or the previous year I'm going to choose the last 30 days. I'm going to click Apply. Now I'm looking at data for the last 30 days and again you can change the date range to any range you want. You can just go. You can't go back to the time you created the Google Analytics account, so here I am looking at the last 30 days and I can see that almost 47 of my users were between 25 and 34 years old. now as far as gender goes i can see that 66 represents men so i can get a breakdown of gender and age as well as interest and click on interest and see the overview there and see what the interest of users who come to my Site based on market segments or affinity.

I can also choose the language and the location, so if I want to know exactly where my users are when they visit my website, I can click on the location and here I can get a 43 percent breakdown. of users in the last 30 days were from the United States. The most important thing is that I can align my audience with the goals and we'll talk about the goals here in a minute, but here I can see if I have an eCommerce website that I can see. that 43 percent, 0.29 of them, converted or bought something and that's 94 transactions, so I can get a good idea of ​​not only how many users are coming from a specific country, but also whether those users convert if I click on the mobile device and the mobile device for me is One of those reports that I tend to spend a little bit of time on because I want to know what devices users are accessing my website and therefore for my website here or this is the Google demo website, I can see that mobile accounts for about 27 of the traffic.

Desktop still makes up the majority of traffic so you need to keep an eye on mobile because mobile is definitely the majority of what people use today, that's how people start their day, that's how they perform transactions through mobile phones, whether buying something, communicating it or searching for it. It all starts with mobile, so you need to keep an eye on mobile, and more importantly, you need to keep an eye on behavior, which is why Google Analytics tells me yes. About 27 of my traffic from the last 30 days came from mobile devices. How are they? interacting with my website, so if I look at this report I will be able to see different metrics, so if I measure specific metrics against my dimension, in this case the dimension is what we are measuring and in this example By measuring the mobile device, I can see that the bounce rate is about 48 and the bounce rate means that if a user in this case from a mobile device came to a page, they left the site without going any further, so it considers it a bounce if not goes. to another page if they leave the site from the page they came to and do not go further, that is considered a bounce, so the bounce rate is the percentage of people who enter the site and leave it without going further, so in this case, we have a bounce rate of 48, that is, almost half of our users who come from mobile devices leave the website from the page they came to, so the good is just as bad, It's open to interpretation, it's definitely subjective, but you want to keep the bounce rate as low as possible. as much as possible you want to keep people on your site especially if you have an ecommerce website you want people who visit your website to buy so here we can see 48 mobile on desktop , now it's a little lower, 41, if I look. a bit further into engagement, I can see how many pages on average mobile users view, so compared to desktop it's a bit lower; you can see 3.86 on desktop it's 4.5 now if I look a little further into engagement I want to be able to measure how long someone stays from mobile on the website if they bounce at 48 but also look 3.8 pages 3.9 almost four pages per session, so that means that in this report the analytics tell me that they are spending about two minutes on the site and interestingly, I can see that mobile devices over the last 30 days had more transactions, so 51 transactions versus 34 transactions from the desktop and interestingly, the trading conversion rate is 0.29 percent, which is higher than the desktop at point zero seven, it's lower than the tablet. but it's higher than desktop and mobile has the most transactions and since they have the most transactions they have the most revenue with 2 380.

So yeah, engagement isn't exactly as good as It is on desktop, but we can see that people are still shopping on their mobile devices, so it's something to keep an eye on and mobile is something I definitely look at, in fact,Since it's a very important report, one thing you can do in analytics is if you really like a report and you think you're going to view that report multiple times, you can simply go ahead and click Save at the top, so If I click Save, I'll enter a name for this report, I'll just call it mobile report and click OK. and then what's going to happen is it's going to be located under save reports and save reports is under personalization personalization is above real time okay so if I close that you can see the real time personalization of the audience if I click on personalization if I click When saving reports, I should be able to see my saved report here and I do it here.

I can see the mobile report if I click on it. I can just go to the report that I was looking at before I saved it, so saving reports for me is a nice feature in analytics because it allows you to quickly access a report that you've saved in the past, so let's take a look at one more report in audience and let's go to benchmarking so remember when we were setting up our analytics account we had the option to opt in to benchmarking and I recommended that you do that so if you actually opted in to benchmarking you'll be able to see how you compare your site with others in the same industry, so if I click on benchmarking and then click on channels, what I can actually do now is compare my website with others in the same industry, so if I say jobs in education and I choose education, all education as my industry vertical, I should be able to see websites that are in the same particular industry and how I compare to those websites, so I choose all countries.

I can limit them if I wanted to. I can just search for the United States. I can choose a specific state and then I can choose a particular site size. So here I'm choosing sites per daily session, so these are sites that have an average of 5,000 to almost 10,000 sessions per day and in this vertical education in the United States sites that have 5,000 to 99999 sessions per day, that means there are approximately 310 web properties contributing to this report. Okay, according to this criterion. I now choose whether my site has a similar meaning. Yes I am in the United States.

If I am in education and I receive between 5,000 and 99,999 sessions per day. day, then I can compare my site with 310 other websites. Now Google shares this data anonymously from other websites and is doing the same with its website with those particular websites. Benchmarking reports are fine, so they are data shared anonymously in particular industries. and verticals, so now I'm looking at a channel report. If I want to see how I stack up against others in my industry, I can go ahead and look by channel, for example, am I generating as much traffic as others in my industry?

You can see that I'm actually not 76-77 percent worse in terms of the amount of traffic generated from organic search, so anything in red will show up as a negative result, a negative comparison, while something in green It's a positive comparison, so if I look at engagement I can see that I may not be generating as much traffic, but I can see that the pages per session are better than the site average or the industry average. I can see if I go Again, looking at just organic search, I can see that the bounce rate is better than the industry average, so the channel report in benchmarking allows you to measure how you compare to others in your industry and you can do this by looking at location and devices, so if you opted for benchmarking when you set up your account, you'll be able to compare your website to others in your industry in your country's region and based on the size of your site. website in terms of the number of visitors or sessions you receive per day, so let's go from audience to acquisition, so if the audience is the one that comes to your website, acquisition allows us to see how the traffic was directed to your website, how these users came to our website and therefore under acquisition, if we click on overview, We will be able to see an overview of how users, whether new or returning, came to our website and So what the analytics does by default is have a number of default channels and when we say channels we mean that the analytics groups different channels based on how users got to your website, that is, how the users got to your website.

Users came to our website through an organic search, that is, they typed something into Google and found it in the organic listing. The analysis also groups users based on whether they came to your site directly, that is, they type the URL directly into the browser or they bookmarked your website and returned via the bookmark, thus grouping users directly, They also group users under reference, that is, do they come from another website? They group users by social networks, do they come? from a social media platform like Twitter or Facebook, if you're running paid search, that is, if you're running paid search on, say, Google, then are they coming from paid search ads now if you're running display ads on, say, the Google network?

Google Display Network. that's a default channel, so Analytics will group users there, so if they don't recognize one channel they'll group it as others, so by default Google Analytics groups users based on how they arrived at your site web through these predetermined channels, and so on. Now I can see how many users came to the site from each channel. If I want to drill down into this report, I can click on all traffic and then if I click on all traffic, I can go to the channels. I can look specifically at the channels report and Now I can see again that organic search over the last 30 days is the number one channel driving traffic and it represents about again.

You can see this number here in parentheses next to the raw number of users. I can see that number is about 56, so 56. The percentage of my traffic over the last 30 days came from organic search, so that's the number of users again as a metric. You will also have sessions and you will see many sessions as a metric, so the users are divided between new and returning, so every time a new or returning user visits the website, basically what they do is start a session so they can have a user who can return multiple times each time they return to the website is a session, so it is a session.

It is simply the beginning when someone enters your website and the session ends when they leave the website, so just like we saw with audience reporting when it comes to mobile, we can also analyze engagement by channel, as well as we analyze mobile devices. Bounce rate of pages per session. Average session duration. We can do the same here with our channel report. More importantly, in addition to behavior, we can see conversions and since we are running an eCommerce platform, we can see what the conversion rate is by channel. So organic search generated the most traffic and had the most transactions in the last 30 days and the conversion rate in this case is 0.17.

So how Google determines conversion rate, it basically takes the number of transactions and divides it by sessions. that means over the last 30 days organic search generated 38,123 sessions and of those 38,123 64 actually converted into a transaction which is equal to 0.17 which is also equal to 3,000 in revenue from what I can determine not just how users are getting to my website by looking at the channel report, I can see if they are engaging and if they are converting, and I notice that when you look at a report in analytics, you can see it by channel and you will also get a summary, so here I can see a summary or a total based on my date range so I can see in the last 30 days.

I have had 54,000 users. 49,000 of them were new. Well, that means that with those 54,000 users I had 70,000 sessions. see, my average bounce rate was 43, pages per session was a little over four and the average session duration, how long did someone stay on my website on average, about two minutes and 55 seconds, the bounce rate Average conversion was 0.14 and you had a total of 97 transactions in total? 5500 is fine and that's for the last 30 days so any report you see in analytics will have a summary and note that any report you see in analytics will allow you to save it so if it's a report you think I'm going to go back and look at a future date, then simply click the Save button.

If you don't want to save it, you can just export it so I can export it as a PDF if I click. in pdf will allow me to export it as pdf. Now you have other options available. You can also make a Google Sheet, you can export it as Excel or you can export it as a comma delimited file, so here you can. Look, I can save it as a PDF if I want and if I click OK, it will save to my desktop or whatever location I choose and then I can go back and view it in that format later, so that's the export. feature available to you in analytics again if you can save it as well or you can export it okay some other reports in the process of acquiring if you are running Google ads note that you can connect Google ads to analytics and this is key because now I can see how many people are coming from Google ads to my website and if they are converting now.

This is important because with Google Ads I'm actually paying per click, so as you can see here, I'm running a report based on the campaign data so I can see which campaigns are driving traffic, how much I'm paying per click, and You can see that on average I'm paying 34 cents per click and more importantly I want to be able to see if they are converting so you can see that. I've spent eight hundred and ten dollars in the last 30 days and received $858 in revenue, so you want to make sure you link your Google Ads account to your Google Analytics account, for this same reason you want to be able to see how your Google is performing.

Ad campaigns work once users land on your website, so I want to see if they are engaging and I want to see if they are converting, so there are all kinds of reports in Google Ads so you can see them by words clue. search queries by time of day, if you're running display campaigns you can look at display targeting, so there are all kinds of reports in Google Ads, you just have to link them and link them in the manager. Now there are other reports that you can look at, so if I go to campaigns I can see all the campaigns, so if you're running all kinds of different campaigns, whether it's Facebook, whether it's email, whether you know other types of advertising , let's just say Twitter or Instagram, you'll be able to see those campaigns here and that's under all the campaigns and again you'll be able to see the name of the campaign and you'll be able to see the metrics associated with those campaigns and more importantly, you.

You'll be able to see your eCommerce if you run an eCommerce platform or have goals set up, so you'll be able to see how your campaigns are not only driving traffic, but also driving conversions. from acquisition reports to behavior, so behavioral reports will actually show you how users behaved once they got to your website, once they got to a page on your website, how they behaved, from So when we looked at the audience, we had an idea of ​​who was coming. With acquisition, we have an idea of ​​how the traffic came to our website, whether it came from organic direct social networks, etc.

Behavioral reporting allows us to actually measure how that traffic behaves once it arrived on a page of our website. website, and if I go to the overview. low behavior now I'm looking at this graph here which shows me how many page views I've had and a page view is simply once a page is viewed it's counted as a page view so if a user visits my site they start a session and if they look at a page then that page will have a page view so a user can look at a page multiple times in a session and each time they look at that page it will count as a page view So here I can see in this graph how many pageviews have I had over the last 30 days and if I look deeper into my overall report I can see the specific pages and how many pages they have had and I can also look at some other metrics okay average bounce rate , the average time on page, I can see the exit rate, which means how many people actually exited or the percentage of people who exited that page so I can drill down into my behavior reports, so if I clickthe content of the site and I click on all the pages, then I will see a report per page, this is my dimension, this is what I am measuring my page and now I can see how many visits each page had during the last 30 days now, please note Note that you also have something called single page views, so using single page is equivalent to one per session;

In other words, if a user came to my site and looked at the home page, then the home page will have a single page view. and a page view now, if the user in that same session looks at other pages, then each page that the user looks at will have a unique page view; However, if the user returns to the same page in the same session, then there will still be a single page for you, but in this case the home page, if they look at the home page a second time, then the home page will have two page views, if they look at the home page five times in one session, then the home page will have five page views in total and one single page view, that's why unique pages equals one per session, where The page uses the accumulation of how many times the page was viewed in the same session, in other words, you are always going to have more page views than unique pages.

Well this gives me an idea of ​​how my page is performing so again I can see the total page views and then the engagement. Ideally what you want to do with a report like this is if a user is not engaging on the page then that should tell you something about the page itself if they are not engaging if the bounce rate is high if the time on page is low if the exit rate exit percentage is high then I probably want to do something with that page now these are all pages but if I jump to the landing pages my landing page report shows me how many people actually they came to that page and here I can see below my landing page report, I can see that the landing page had 36,000 17 sessions in the last 30 days, that's the number of people who landed on the landing page, like this which here I can see that 71 were new sessions, which means that I had a lot of new users that came to the home page, in fact, 25,000 or 52 of the people.

Those who landed on the home page were new, I could see balance rates of about 42 percent, but of those who didn't bounce, they looked at about 4.5 pages per session and spent about three minutes on the site and the only thing they like the landing page report you can also see if that particular page, in this case the landing page, helped contribute to a goal or conversion and in this case I can see that out of those 36,000 sessions I had 22 transactions per a total of 1,200 in revenue and that's an eCommerce conversion rate of 0.06, so the landing page over the last 30 days contributed to 0.06 percent of revenue, so this gives you an idea of ​​when someone comes to your website and they land on a page, does that page help move that? person, which means, they're not bouncing and that page helps people convert?

That's what the landing page in effect allows us to measure is engagement, and in this case, we're measuring transactions, so the analytics give us some others as well. reports under behavior including site speed so for me site speed is an important report to look at just like the mobile report for me site speed is important because what Google Analytics does is take a sample of the pages and in this case you can see the latest ones. In 30 days, they sampled 2,835 page views and from that sample they came back and said the average page load time is about four seconds.

Ideally, it should be as fast as possible. I would say even less than three seconds. Well, now there are other factors involved. with the page loading time, the browser you are using, the country from which you are actually browsing that page, it may not have the best infrastructure that you mention, it may not even be on the best network on the Internet, which It means you are on a cellular network or wireless network. fi is not as good or you may be on a page that just has a lot of images or a lot of code that can slow it down so there are other factors involved and what Google Analytics does is show you what those factors are so here I can see by browser the average loading time.

If I want to see the country, I can see which country is contributing to the low weather. The best thing about the site speed report is that if I go to speed suggestions, what are the speed suggestions? What I'm going to do is show me the page load time by page and then give me a link that I can click to get suggestions on how to increase the page load time, so that for example I can see this particular page here. this Google redesign store by brand slashLine number five of the YouTube page, if I look at line number five, I can see that the average loading time of this page is eight seconds, almost nine seconds, okay, that It's an eternity for some people.

Now you notice this link next to it, so Google recommends seven suggestions in total, so if I click on seven in total, which is actually going to do, a new window will open and another Google report will open called Pagespeed Insights and Pagespeed Insights will give me information on what I can do to create the correct fix. page load of that particular page so look at this site speed report it is important because there is a correlation between site speed or page load time and user behavior of that page and there is also a correlation between page load time and an organic page ranking in search.

Loading times are very important, it's so important that I'm even going to save it, so I'm going to click save and I'm going to click on site speed suggestions as my name and I'm going to click OK and now that report is going to be saved under Personalization in Keep. reports let's move from behavior to conversions now conversion reports are possibly the most important section of Google Analytics because what conversion reports allow us to do is see how people are converting or if they are not converting on our website and , therefore, in Google Analytics. We have the opportunity to set goals.

Now you have the opportunity to set up 20 goals in your Google Analytics view and so to set up a goal, click on Admin and below the view you will see goals. and if you don't even have goals, the first step is to create goals and so you have four different types of goals and analytics, so you have pages per session, how many pages per session is that, if your goal is set to three or Two, if someone actually looked at two or three pages per session, it will count as a goal. Well, if I look here, I can see that I have pages per session set to 10.

That means that if a user visits the site, looks at more than 10 pages per session, then it will count as a goal. Another type of goal is destination, so destination means that if someone actually went to a specific page, then it will count as a goal and in this case I can see here that the goal. It's set here for this particular page, so when someone lands on that page, it will count as a goal. Now there are two other types of goals that we can look at, one is duration, just like pages per session in our example above, if anyone looked. at 10 pages per session, it will count as a goal and the duration is based on time, so in this particular case, if you set a duration goal and the duration is set to say one minute and 30 seconds, that means that if a user comes to my website and they spend at least one minute and 30 seconds, then it will count as a goal, okay, and then the fourth type of goal in Google Analytics is an event-based goal, so when you set up tracking event can turn that event into a goal, so if someone clicks on, for example, the submit button of a form, you can turn that event into a goal, so here you can see that category equals contact form so you can always check if a goal is working by simply clicking on check this goal and In this case, this event becomes a goal, so every time someone triggers this event, it will count as a goal, for which has four different types of goals in Google Analytics, it has pages per session, target event and duration, and once you have set up a goal, then you can measure the goals in conversions, so now if I look at the overview of goals, I can see how many total goals I have achieved, so if I want to see it by goal, I can choose the goal option here.

If I want to see, for example, the goal of two engaged users, these were the pages per session, I can see that I had a conversion rate of 10, which means I had 7,000 of all users who visited the website, 7 000 gold completions, which means 7. 106 users looked at 10 or more pages on my website and that's how you want to be able to measure whether users, wherever they come from, whoever they are, whatever pages they view, want to be able to see conversion reports. see if they're actually converting based on the goals you've set up, whether that's session duration landing pages or event goals.

Conversion tracking reports can help you measure who is converting and the best thing about Google Analytics here is that I can actually see by segment, so the default segment in a segment only looks at a specific set of users, so the default segment is always all users; however, I can choose a different segment, so if I want to choose instead of all users, if I want to choose mobile traffic. I can select Apply Mobile Traffic, so now I'm looking at a subset of the data. I'm looking at mobile traffic, so if all mobile users have visited my site, I can see 1400 interested or viewed 10 pages or more. and that's a conversion rate of 7, so the best thing about Google Analytics is that you have the opportunity to set up four different types of goals.

Depending on those types of goals, you can go to the goals overview and see the conversion rate for each goal, but you can also change the segment for that particular goal to see who exactly. Okay, another report that I like in Conversions is the multi-channel funnel report, so if I click on the multi-channel funnel, basically what this allows me to do is see how the different channels work together to convert, so remember the channel reports we analyzed during the acquisition here. Now I can see how different channels work together to drive conversion. If I look at three organic direct and referral channels, I can see that all three together generate two percent of conversions.

Look at twelve point two four percent direct and referral, twelve and a half percent, if I look at twelve point two four percent direct and organic, I can see how the different channels work together and if I look at the main conversion paths like For example, I can see which channels are working. Channels work together to drive conversion, so in this example I can see over the last 30 days that my main channel grouping was direct times two, meaning someone came to the website directly, meaning they wrote the URL in the browser or they bookmarked it and came to the site, well, they came the first time but didn't convert, but then they came back a second time via direct and then converted, so that combination is my conversion combination main for the last 30 days.

My second best conversion grouping is organic search and direct, meaning a user came to the website through organic search first, didn't convert, and then came back via direct the second time and converted, so basically what the analysis does is give credit to the last referring meaning if you arrived at the website through a referral or a reference. website and converts, then the referring website will get credit for the conversion, but analytics do a good job of showing you how different channels work together, so one channel can generate a lot of traffic, like organic search, but that traffic may not convert the first time. for a number of different reasons, whether it could be brand recognition, price, purchase, content reading, in any case analytics can measure whether that channel actually contributed at a later point in time and in this case we were able to see that organic search generated traffic that did not convert. but that traffic came back a second time via direct and converted, so that's our second best channel grouping, so the top funnel conversion reportmultichannel that was passed to me is a good report to look at, so that you can see not only how the channels work. together, but you can see sources, media and campaigns and how all those different campaigns from different sources work together to convert, so it's a good report to see.

There are so many different reports available in analytics. There are so many that we have. I'm not there yet, so my advice: If you look at the demo report, you can get an idea of ​​each of these reports in each section, whether it's audience acquisition behavior or conversions. Take a look at these reports. See what makes sense to you. See what. you can use to improve the performance of your website for this particular webinar. We're going to jump right into Google Analytics and spend all of our time there because it's all about learning practical applications, so goals are important goals.

Let me tell you that these objectives are under analysis. something that should be aligned with your business and we call it goals that are aligned with your business KPIs are key performance indicators so it is very important as a precursor that you know how to set up goals in Google Analytics because if you are using Google Analytics, I want to measure everything with a goal, so without further ado, let's jump right into Google Analytics. If I go to Google Analytics and I log in, what I want to do is go to Admin, click on Admin here and Admin will basically take you to a screen that looks like this where you have an account column, you have your property column, and then It has the review column.

Now the view column is where you will go to set goals. Well each view on each property has up to 20. Targets are fine so by default in analytics you will have at least one view for your property so if I have one property I will have at least one view but if I set multiple views like the ones you see here, so I know that for every view I set up I have 20 targets to work with, so where are those targets? Below the view I'm going to click on targets and now I can see that I have 20 at my disposal.

Now you can see them here by clicking on the recording column that I can see I have in this particular property this particular view I have five targets that are active so you can use up to 20 but you don't have to have 20 active well you can have one active two active my recommendation in at least having a goal again when you set a goal you are going to measure everything in analysis against that goal. Well, in this case we have five particular targets that we are measuring, so we have five active out of a total of 20, so if I no longer want to use a target, I could simply deactivate it if I want to continue using it, just activate it, okay, it is Just like that, you can turn goals on and off, so here I already have five set up, so if you want to set up a new goal, the only thing you need to know in Google Analytics is to set up a new goal.

Okay, you need to have edit access at least at the view level, I would say at the property level, so you need to make sure. whoever is in charge of Google Analytics for your organization or if you are in charge, you just want to go to user management and user management, you want to make sure that the email address that you are using to log into Google Analytics has at least edit permissions, so you will need edit permissions to add new targets, so I have edit permissions. I'm going to go to goals and I want to set up a new goal, but before I jump in and set up a new goal, what is it? that's what we want to achieve, that's really the question we want to ask ourselves, what is the goal of the website?

Well, if someone downloads something, are you measuring that download through an event? Are they filling out a submission form before downloading? they submit the form is that the goal of your ecommerce site is for someone to buy something, so these are things to ask yourself before you set the goal, what am I trying to measure now? In fact, go to set up a goal, you're going to click on the red cta button that says new goal, so Analytics actually has some templates set up for you, okay, you can see them here, okay, if you're someone who you are registering online or creating an account. or reading a review downloading something sharing something you can choose all these options here what I normally do is choose custom 99 of the time I will just choose custom it doesn't really matter if you use the template or not it's just a template Basically it's some free preloaded settings, but my recommendation is always to choose personalized options.

If you want to have

full

control over how to set your goal, we already have in mind what type of goal we want to set, for example, if someone is going to fill out a form submission and then go to a thank you page. Well, what's the URL of that thank you page? We want to be able to track how many people go to that page because we know if someone writes or completes a form submission and goes to that page, we know that they filled out the form and, for example, if I'm going to continue, I'll name my goal first, like this which I'll say the thank you page as an example, the prompt scan is assigning an id, so notice that this is the id of target 15.

That means that's the next available target. There are 20 objectives available in analysis and therefore what analysis does is group the objectives, so that one to five, six to 10, 11 to 15, 16 to 20, become the objective . sets, for example, goals 16 to 20 are part of goal set four and why Google Analytics combines these goals well into different goal sets because it is easier to measure and observe data by goal sets, for example, if jump to any report here If I go to all traffic channels and I want to measure how many goals per channel I can see per goal set, then if I have goal 1 selected, then I know any goals I have active there between goal ID 1 and Target ID. 5 I will be able to see those targets in target set one and now I will be able to measure every target that I have active and target set one against the channel, so if I choose target set two, whatever targets are active there set of objectives three, etc.

Please note that I do not have any active objectives from 16 to 20 that are in objective set 4. Therefore, I do not have that option available to me, so return to the bottom left navigation of the administrator again. Objectives, well, we want to measure someone who is going. to the thank you page we have edit access, we will choose custom as our goal setting, we will write the name of a goal, I'm just going to say thank you, okay, this is goal 15. Now this is the important partGoogle Analytics has four types of different goals, destination, duration, pages per session or screens per session, so screens per session is related to mobile devices, because Google Analytics measures mobile app activity and then you have an event, so we will cover the four, but for the sake of this simple example, I'm going to choose the target, because if someone goes to that thank you page, we're going to go ahead and target the target URL on the thank you page, so for example, the destiny is my choice.

I'm going to click continue now, this is where I'm going to put the URL, so if my URL is just thank you.html, I can go ahead and put thank you.html or if it's just thank you, then I can just thank you, it depends on the site. web, it depends on the structure of the uri, so whatever that URL is, that's what you're going to enter and when you're done, you can check it, so what Google Analytics does is it checks the last seven. days if someone has actually gone to that particular page, if we click verify we can see a zero percent conversion rate, which tells us that if this is the correct URL, then we have had zero percent of people who They have gone to that page.

However, this is just one example. If you didn't see a conversion, you might want to make sure you check the URL you entered here and if you see a conversion rate then you know it's working, so Google Analytics really has options, so thank you. is equal to so the destination URL is equal to thank you or thank you.html or thank you.esp or whatever that thank you page is okay you have options so if you have a long URL you can say start with and you could say start with say thank you, so this is the logic, let's say, hey, if someone goes to a URL that starts with thank you, then count that as one goal or you could say equal to, if someone goes to a URL that equals two, thank you . then you count it as a goal, you have one more option here regular expression so that Google Analytics understands the language of regular expressions, so express regular expressions are just special characters that are used to communicate with Google Analytics so that you can focus exactly on what you are trying. to keep track so we can always say you know starts with or ends with so we can know to use characters like dollar sign ends with or starts with so we can always do that so you can use regular expressions too if you're familiar with expressions regular expressions, if not then you don't have to use them, but there are special characters that you can insert that are used as a regular expression, so if you are not familiar with regular expressions, don't choose that option.

I can choose the other option of equals to or starts with now. Please note that in these three options I did not put the domain, so if my domain is ama dash Foundation.org, slash and then thank you, I do not need to put the domain because Analytics already knows what domain we are tracking, so it does not have You have to enter the domain here when you enter, in this case, the Google URL, so you can skip the domain so that when you enter that URL You should know that you have three options to work with and then you always want to check the target URL, you always want to check it because if you see a zero percent conversion and in this case, from the last seven days, that should tell you something, either your goal is not set up correctly or you just don't have any conversions either way.

You should double check that now when it comes to the destination URL goal, you have an option here for funnel, so if I turn on funnel, that means I have the ability to track how people went through my funnel, like this that if I have a cart and I want to be able to check how many people enter and leave the cart, then I have the option to add specific pages as part of the cart. We could say that you know step one, which is basically the cart. We could say that step two is billing information, which could be cut billing.

We could see that step three is the shipping information. whatever your URL structure is for your cart and it doesn't necessarily have to be a cart, basically all I'm doing is putting a series of steps with URLs as each step and why I want to do that because then I can track how many people go through for my funnel that I created, so here I can see that this is my funnel that I created for this particular goal, and the funnel is only available for the destination URL, so the funnels are available if you want to see them. traffic through the goal, okay, and how people go through the funnel and where they end up, now you have an option here to make that first step mandatory, so if you make that first step mandatory, that means that you are measuring the funnel through the first step.

Only now, if I turn it off, I'm measuring the funnel at every step, which means I can measure people as they enter and exit the funnel. If the first step is required, I just measure the traffic as it comes in. the top of the funnel so that you have that option available to you, the funnel and then for all the goals it has a value, so if someone actually converted, Google Analytics will count it as a conversion and you can assign a value, so if you're not an ecommerce website, you might want to think about assigning value.

If you are an eCommerce website, analytics has the ability to track your website's eCommerce revenue, so you don't need to add a value. but in this case let's say your nonprofit and you are collecting donations and on average over the past year every donation that someone contributed was equal to five dollars, well you can go ahead and put five dollars in there as a value. for that goal, that means if in this example someone used the slash thank you and convert analytics, it will count that as a goal and then assign a value of five dollars along with that goal, so if it's not e-commerce, if let's say a non-profit organization like this organization or your b2b and you want to track some value thenlet me show you another example here.

If I make this custom continue, donate now event, here's my goal ID, it's going to be an event, so all I need to do is put the category into action, so donate every once in a while and then click to so that's all I have to do and that's my goal so I can check it out okay to see if anyone has fired it and basically that's what I need. what to do to turn that event into a goal, okay, first you need to set up an event, you need to identify the event, set it up in

google

tag manager which is another platform and once you have done that you will have your category in action .

Once you have your category in action, you'll go back into analytics and then simply put that category and action into the appropriate fields to set up your event-related goal. Now every event doesn't have to become a goal if you actually host an event and use it that is not goal worthy, meaning it is not a KPI or does not align with your business goals. Well, don't worry, you can always just behave. It's okay, you can always go to events. You always can. go to the overview and measure your events that way so here you can see all of our events that fire now that we have this converted to a target so if it's important to a business then we want to make sure we convert that event to particular on a goal is fine, if it's not important, for example, someone just clicks a social button, then you don't necessarily have to make that event a goal if you don't want to know that it's here under events in behavior, so the point is I'm trying to do it here, if it's important to your business and you're already tracking it as an event through Google tag manager then feel free to make it a goal, all you need is that category, everything what you need is that action, etc.

A final note on that event-related goal, like any other goal, you can add value. Okay, so if I have an event set up, I can choose to add a value here or in Google Tag Manager if I've assigned a value to that event. So if I go back to the actual event in Google Tag Manager, you can see that I have a value set for a dollar, so I can go into analytics and say, you know what I already have the value added, so go ahead and use the worth. added in google tag manager okay so I'll choose yes now if I choose no I have the option to add the value here like I would any other target so keep that in mind you can add a value to any target . write with an event-related goal, you can add the value directly to the tag in Google Tag Manager just like I did here, so remember when you set up your goals, whether it's landing pages by session duration or a event that you can simply Go ahead and choose the set of goals that you are in and measure any dimensions against that particular goal, so here you can see the email newsletter signups by channel.

I can get into another set of goals. Here I can see the contact form submissions. Well, I can see which particular channels they push. Contact form submissions are fine, so know that you can align a goal to any dimension, so if you're ecommerce you don't have to set up a goal for that, that's separate, but if you want to take a look at your goals and analysis. On its own, you can go to the conversion goals overview here. I can actually get a good idea of ​​how my goals are performing over a period of time. Again, if I choose, for example, year to date, now I can see based on the goals that I have.

I have set how many total goal completion values ​​take into account the value we have added to these goals. Well, the total conversion rate and here I can see it broken down by the goal that I actually set and I can see it by page. Or you could look at it by source and medium so you can see that Google Organic is generating the most gold completion, then Google CPC Direct and then you could see a few others here that are also contributing to the goals. I now want to draw your attention to another report. in Google Analytics that takes goals into account and that's multichannel funnel, so again in conversion goals multichannel funnels if I go to assisted conversions I can see which channel in this example is helping with the conversions that I have set up and So what do we mean by assisted conversions?

That means if a channel, let's just say, organic search drove traffic to the website and that traffic didn't convert when it came to the website and left, but instead came back a week later through another channel. Let's just say email and when they emailed back they converted during that session. Well, what analytics does is help organic search because it helps drive traffic to the website, so it's similar to the game of basketball if I have the ball and I pass it to my colleague and my colleagues, the one who scores because they were the last one to have the ball, they get credit for the point, i.e. the conversion, but I get an assist, so the analytics work the same way they always will.

Give credit to the last click or direct conversion, but in this case they will give credit to the channel that helped with the conversion, so it is under assisted conversion and is based on the goals you have set. You can highlight any particular objective here if you wish. To focus on say, donate clicks, only then will I be able to see what contributed to that particular goal, so there's another report here on the main conversion step that I think is important, so after you set up your goals, you'll be able to see them. which channels in this particular example help drive conversions again this is year to date so I can see all the different combinations of channels that work together to contribute to a conversion so again I can choose a specific goal or I can choose all my goals.

Those two reports are under multi-channel pipeline. There's also another report that I think is good, which is time lag, meaning how long it took someone to convert. Here you can see most of our conversions, 265 so far this year, occurred on the day. Someone came to the website, but I could see that I got some conversions a day later, two days later, etc., so you have a time lag. The main conversions of the conversion step wizard are all under multi-channel pipeline and all are available after setting up. at least one goal and so if you are not sure what goal to set, don't worry, you can always at least set up an engagement related goal so that it is available to you duration pages per session, it also has tracking of destination and events and they are all available to you, you now have 20 available per view, if you are not sure exactly what type of goal to set, there is one option available in analytics and that is the gallery, so you can always import a goal from The galery.

In other words, we could take a look at what other people have set up in terms of goals, so you just click on the Import from gallery button and I'll take you to the gallery and you can see what the goals that others have established today, we're going to talk about how to set up event tracking in Google Analytics, so let's get started. Many of you have a website similar to the one I'm looking at now. This is a non-profit that I work with, I'm a foundation and I like this website and you probably like your website, you probably have some interactivity there that needs to be tracked, for example buttons, if you have buttons like this that says donate or sign the newsletter or there is a PDF download or a video that needs to be tracked based on the number of people who click the play button, so I mean all kinds of interactive activity on a site Web.

Have you ever wondered how to track that? a way to track that because by default Google Analytics can't track interactivity and engagement on your website like you probably want your website to be tracked, so if you have buttons and videos and things of that nature that you want to engage but you're going to need event tracking and if you're in analytics and you're always wandering around the data and you find yourself in events, well, if you want events on your website and you want the data to populate on the top behavioral events , you're We'll need to configure event tracking so that event tracking is a two-part process and we're going to talk about that two-part process.

The first part is identifying what you want to track. Okay, so if we go back to our example website here I'm a foundation again we notice there's a lot to track here we have to donate now Bob we have a newsletter subscription we have some social icons okay we have a donate button now here we have a play button here we have all kinds of interactivity you know we have a button here that says you know buy tickets for an upcoming event. I can go around the website and find different buttons and things to track, let me tell you this, there is no shortage of what you can track on your website with event tracking, so event tracking is basically, in simple terms, tracking engagement on your site because Google Analytics by default will only track page view data, i.e. how someone got to your website, what page they looked at, how long they stayed on that page. what page they exited from roughly their time how long someone stays on the website and what pages they look at, so there's more to a website than just how long someone stayed on a page and so in this example we want being able to track everything here not just the donor album but everything because once you master event tracking, it's very easy to set up.

Well, the first step is to identify what you want to track. Well, there are a lot of things we want to track. We'll just use an example to start. it's going to be this donate now button okay so this donate now button we want to track now we have a newsletter sign up we have facebook and okay you can track all of that but to follow a process step step by step today, let's focus on the donate button now, let's focus on the duty now, but then we'll come back and start tracking these other things, but this is what we want to track to start with, okay, so the first step identifies what want. track now When it comes to tracking events on a website, you want to identify those events, so we did that by choosing this donate now button.

Now once we identify what we want to track, we need to assign two parameters for that event, so with event tracking you have three parameters, but one is actually optional, so you have two main required parameters that you need to assign to everything you want to track on your website and that's the category and then the action, so the event tag or tag is the third parameter, but again, that's optional. Well, basically, when we identify an event on our website, we want to assign it a category and an action. Okay, so why do we want to assign it a category in action?

Because when we are in analysis in behavior, in events, main events, we can see. We have different categories here and we have different actions, we have different labels, so if I click on any of these dimensions, I'll be able to see some of the parameters that I entered for previous events that I'm tracking. So the idea is to be able to group different events into a category and assign an action and a label to it. That's really what you're doing, you're just grouping and identifying the events you're trying to track. and so in this case, I have this donate now button in the header.

Well, actually, I have a lot of things in the header, so if I wanted to and I want to keep track of all these buttons, I can create a category called header and then. if I keep track of all of these buttons, all of these buttons can be placed in that same category if I want or I can create a separate category for each of these buttons, it's up to you how you organize your categories because basically all you're doing is Give a name to what you are trying to track and the name is equivalent to a category, so in this case the donate button is now very important.

I'll just call it the donate now category header. I need to assign an action to each category and so in this case I'm just going to say click because that's what the action does is someone is taking the action of clicking now if it's a video and it's a play button , I can assign a play action, it's up to you, whatyou want. name these parameters, you just need to be organized and methodical about what you name it, that's it and in this case, the donate header and then click OK, that's our category in action and that's clearly step two, so step one identify what you want. follow up on step two, assign a category action or a label, but remember that the label is optional, so if I go back to analysis here I can see some categories and if I click on the action I can see some actions that I named now, step three, so we have identified in step one what we want to track, we have assigned a category in action, so step three is to go into the Google tag manager to set up the event.

If you are not familiar with Google Tag Manager, you can easily do this. Do a Google search for Google tag manager and you'll basically have all kinds of information. Here's a good video overview of the tag manager that you can check out, so the tag manager is basically what we want to use to set up event tracking now. Tag managers use tags for a lot of different things, but the main thing we're doing here is setting up an event for our website, so I'm logged in to the same email address I'm using for analytics. Well, now I am. in tag manager and I want to set my event for this donate now button, so what should I do right for each event I want to set?

I need to set up a tag so if I go to tags I can see it. We already have some tags set up and some of them are events, so when you set up a tag, I recommend having a naming convention so that here you can see any events that we set up. We started out calling it ga dash event dash, whatever that is. we're trying to set it up and in this case we want to set up a new tag for the donate now button on our website so we're in the Google tag manager because the tag manager is what's going to trigger that event so yeah I click new okay and I click tag settings I'm going to choose Google Analytics and then I'm going to choose event as my tracking type so we want the data to show up in Google Analytics and we're tracking an event we're not tracking a view of page, we are tracking an event, so remember that in step two you identified how you want to call that category, you identify how you want to call that action and you have some optional parameters as a label, so the first thing is the header. donate our category name and our action is click and if you want to add a label and a value, if you want to assign a value you can do that, if you want to add a label you can accept that they are optional so we just need to focus on the category and the action and then the last setting here that's probably worth mentioning is a no interaction result, okay this is automatically set to false and why is it set to false because it's a no interaction result, no that's false , we want this. event if someone clicks on the donate header to make it an interaction, for example, if I come to this page here and click on the donate now button, I'm tracking as an event and I actually exit the site because I have my settings set. to false I want that click to be an interaction, then the analysis will not count a bounce if I change it to true, then from false to true that means there will be no interaction if someone comes to the page and if someone clicks the button, like this I don't want it to be a bounce, I want it to be an interaction, so my advice is to leave it set to false.

We're going to choose Google Analytics as our settings here. This is our variable for Google. analytics, in other words, that variable is set to our analytics property id and that's pretty much what you do to set the tag. Ok, in step two you need to identify the category in action or label the end or the value, now the value can be whatever you want, you are assigning a numeric value, so if you assign one every time the event fires in analysis, it will have a value of one, okay, so we have our non-interaction set to drop, so every time the event fires, it will fire. count as an interaction and therefore not count as a bounce if someone lands on that page, so that's pretty much all you need to do to set up the tag in Google Tag Manager now, if someone else is setting the label for you, then again. you want to go back to step two, you want to be able to give that person the appropriate category action or tag or why value because you're the one that's going to go into Google Analytics and you're the one that's going to You have to go to the main behavioral events events. and look for the particular act category in action or tag, so you should be able to communicate that information to whoever is setting up the tag now, if you're good, you know what that is because we're entering that information into the tag manager, so in this case I'm going to go ahead and choose a variable for my label parameter and why do I want to do that?

Because in the tag manager I have something at my disposal called variables and variables allow. to see specifically the things that are being crawled, so in this case I choose page path, okay, so page path is a URL and why did I choose page path as my variable for the tag of the parameter because if someone clicks on the header donation button and the header donation button on our website is on every page, if I go to the kids page, I will still see that header donation button, so that I want to be able to see which page someone clicked on that push or donate button, etc.

This allows me to see in Google Analytics on which page someone clicked the donate now button in the header and now if I go back to the Google gtm tag manager, I have a category, I have an action, and I have a tag that is a variable. OK? Please note that in Google Tag Manager you have many different variables at your disposal and the variables are there to help you identify specifically what is being tracked, so take a look at all the variables at your disposal in Tag Manager in this example I'm using. page path, so now once you set your tag, it's pretty straight forward again.

Tag Types The Google Analytics tracking type is the event you are assigning the end of the category or tag action and/or the value you are changing or leaving the default value in place for zero-interaction access. and then you're choosing the variable for Google Analytics, which is your property ID, so once you've done that, you'll have a tag, the second part of setting up a tag is assigning a trigger to that tag so that the administrator labels can know. when to fire that event, so here I'm going to see a trigger that I already set up for this particular event and if I click on it, I'll be able to see that it's a click on some links, not all links, but some links, actually i'm saying: Hi, Google tag manager triggers this event when the click id is equal to the header donate button.

Now it happens that if someone clicks on this donate now button, they will go to another website. in this case networkforgood.com then in the tag manager I could have set the trigger to be equal to URL equals instead of click ID. It could have said URL equal to networkforgood.com, so that could have been my logic for my trigger in this case, I decided to go with it. with the click id and in this case that button has an associated id called header donation button so if you want to use the click id for your event for your button you can simply go to the website and click right on that button. and I click on inspect element and when I actually inspect the element I can see now the button here, you can see it is highlighted in the top panel and in the bottom panel I can see where it is linked, it is linked to networkforgood.com, but here you can see if I refine myself a little bit, I can see that the id is equal to the header, the dash, the donate button script, so that's the click id prompt, there's a class too.

I could have set the trigger to be equal to this class or again, I could have set the trigger to be equal to the URL or the page this button points to I could have chosen any of them, but I decided to use the id, like this that this is the id that I chose and that is the id that I have in my trigger, okay, that's what will fire that event. So if someone clicks on a button that is equivalent to the header donation script button, that event will be fired which will be equal to the category header donation action click and then the label will be the page path, so now that we have set up our event. we want to test to see if it really works so there are two ways to test an event and the first is through Google Analytics so if we go to Google Analytics and then we go to real time, we can go to events and here.

You can see that one is already fired, so let's go ahead and try this and go to the website, so if I go here, for example, and click on Amagar Alumni, okay, if I click on that, you can see that I'm under our family and if I click on that button and go back to analytics and look in real time, I should be able to see this event fire, so if I click on it, I'll go to the network forever if I go back to analytics here. in real time in real time in events per second I can see that the event trigger category is equal to the header donate action is equal to click now if I click on the category here I can see the label, the label remembers that it was the page path and here you can see this event fired on our family page, which was the page it was on, so that's one way to test to see if your event works and in this case, the analytics recognize the event for it to work, it was fired and therefore it will appear in the behavior in events, you can go to the overview or the main events, okay, and what am I going to look for in this case?

I'm going to look for the donate heading. If I click on the donate header as my category I will be able to see my action and if I click on action I will be able to see my label in this case home page and then when the data is propagated in analytics I will be able to see below the label the page the one I clicked on for that hit or donate button which is cut our family okay the second way you can test to see if an event fires is if you get a preview so if I click preview and in tag manager, okay, I'll go into preview mode, okay, and preview mode allows you to see in analytics and tag manager and on the website which tags are activated, so here I can see I'm in preview mode now so I'm going to go to the website and refresh and in my browser the same browser.

I am using tag manager. I can see the tags that are activated on this page. I'm already good because I'm in preview mode, so here I can see the remarketing. I could see the visits to the page. I could see the Google optimization. I could see some labels. they're already firing on this page now, if I click on this button here by holding down the shift command and then click on that button, I'll be able to see that the tag has fired in preview mode, there's my event header, donate , and I can see it. triggered, now I can see it activated in preview mode, so in addition to Google Analytics in preview mode, I can see that that tag is activated and I know it's working, so there are two ways to test to see if the event fires again, you have real time and analysis, so in real time, if you just go up to real time, all you need to do is go down to the events go to your website, click the button if you see it active in real time, then you know it works.

The second version or the second way to test your event is through preview mode. Okay, if you see it activate in preview mode, then you know what it is. It also works fine, so let's repeat our steps. The first step is to be able to identify what we want to track. Well, it could be this newsletter. Subscribe. It could be clicking on Facebook. It could be anything we want to track. an image, a click on a cta button, whatever we want to track, identify it, second step, identify the category action and the label because that is what will appear in Google Analytics, remember that the label is an optional variable or excuse me , the value is optional, the third step enters the tag manager. actually set your tag and your trigger, so if you set a tag and it's an event, name it as event that way, you can see in your tag list in the admintags what event tracking you have already set up for when you set up your tag you set up your trigger your trigger is based on logic it can be a URL, it can be a click id, it can be a class id, whatever you want to use to trigger that event and then once you do it, you'll want to try it.

You could try it in gtm or you could try it in Google Analytics. If it doesn't activate, you want to modify the trigger. If it triggers then great, and one thing I would recommend is if you are setting up multiple events for your website. As a best practice, what I would recommend is to set up a spreadsheet and in that spreadsheet you know that you want to put a note about what is triggering, what are you doing to trigger it, it could be in this case when someone clicks the donate now button in the header. you want to put the tag name here, the type, okay, so you want to record the action and your category tag and then the best thing about events is that you can turn those events into goals and that's as simple as re-parsing , okay, so if I go to analytics and I go to admin and I go to goals if you set up a new goal, okay, all you need to do is choose custom, click continue, you will choose event as the name of your goal and then from a Google naming perspective. analysis for your goal, I would definitely put the event first and then click on the donate header, okay, so if I click now on continue, what is my category, it is equal to the donate header, my action is click, so I can check if this is working and here I can see in analytics that the goal would have a conversion rate of 0.22 which tells me that the goal is working and I can convert this event to a goal and when you convert something to a goal and analysis , then you can measure it in all dimensions.

What I would recommend if the event is equal to a KPI or a business objective or is important, something that you really want to measure. It's okay, if it's just one click, for example, on a Facebook button. I wouldn't recommend setting it as a goal. Okay, so once. you've set up your event you've recorded it in your spreadsheet it's firing you want to be able to then go back to the behavior go back to the events okay you can go to the main events okay so the main events tell you by category by default what events are going on or what category is going on the most, so if I choose my date range here, I can go to year to date, so here I can see my header donation button.

Luckily for me, it has the most total events. Now you'll notice in analytics that you also see unique events, so the difference between unique events and total events is that unique events equal one per session, where total events means someone can enter your website, start a session and click that button multiple times in the same session, so if I go to the Alma Foundation website. Well, I can click the Donate Now button three, four, or five different times in the same session, so what the analysis will do is actually count it once in that session, but accumulate the number of clicks as a total event for that session so it will always have more total events than unique events because in some cases users can click the button more than once in the same session and here I can see the total events, unique events and if I added a value for that event you should be able to see it here, so if I add a dollar as an example to this particular event because it had 164 unique events, I should be able to see 164 as my value, but since I see zero that means I didn't assign value, so The average value basically gives me how much average I have per event, so it takes into account the number or value, the total value divided by the total number of page views or unique sessions, and so on because I don't have value.

I'm not going to have an average value, but you can see it here because the value is optional. Here at least I can see how many events or how many clicks I get for a particular button again. It could be a video if I click on this video as an example, I can see how many people actually started it. I could see the unique and total events and if I click on the tag, if I have a tag assigned, I'll be able to see what page triggered that event, so if we go back to our header again, donate button, we go back to the category, if we click on the tag as our main dimension, here we can see the home page if the most exclusive events have been followed by the kids page, contact form, etc., so what can you do in analytics?

You can also see the pages that have generated events, so here I can see that the home page has accumulated the most events in total, followed by contact, this is how you would see the data in Google Analytics in behavior, in events and then on top. events or overview is where you can start analyzing your event tracking, so first identify it, assign a category action, enter the tag, configure that tag and trigger once you do, once you prove that it is running, this is where it will go To analyze the data, let's start with ygtm, so let's say you are Sam and you have your own eCommerce website and you want to understand how people interact with your website.

Well, Sam, today's world of websites contains a lot of interactivity. from videos to PDF downloads, comments and form submissions, to all kinds of chat feature interactivity throughout the website, so there are a lot of things you need to track besides page views, so you really need to track them. What gtm does is help you track everything. These things I just mentioned, from someone clicking the play button on a pdf to someone clicking the submit button on a form to someone entering something into a chat function, so that's what It's gtm so why gtm because it helps us track all that. the interactivity, so all gtm really allows you to place a piece of Java code that is just a script and this script is added to a web page to collect information, so that is really a tag, it is just a script that is placed on a website. page for you to collect information such as page views, clicks, etc. and send it to third-party tools.

Well, that's what gtm does. It basically allows you to take all these tags that collect information and you can use them in gtm, so if you want to, for example, collect how many people you know, go into a chat function and start chatting well. It will take that script and put it into gtm and gtm will allow you to start tracking that information. Really, what is gtm? It simply allows you to put labels on a container or think of it as a toy box. You have all these toys and you want to track them or you can put all those toys or tags in a toy box or container and we.

Let's talk a little more about that, but before we get into gtm, let's say you know you're communicating with your developer and there's a new user request on your web page and you want to nicely update the tag that your developer is considering. It's probably a small update, your website probably won't hesitate and go ahead and do it normally, so normally what happens is the developer will go to the website and update the tag. What if he has some things? that you want to track all those things that I mentioned before, from downloads to clicks, and you know that someone is watching a video, your webmaster, your web developer is going to leave, wait a second, now all these requests are going to take time.

I need to get them into the work queue so to speak, what happens is when they come into the work queue it will usually take some time and in some cases you as a marketer need to launch a campaign and you want to get that follow-up. to the website in time for the campaign launch, so you want to go ahead and quickly change the tracking for that particular campaign. Let's say you're launching a campaign and you're sending people to a landing page that has a form submission and you want to be able to track how many people click the submit button of that form submission.

If you need to change that, your developer also needs to put that into a work queue, timing won't always work. between you and your developer is my point and that's where gtm comes in because there is a solution to update your tags faster and that is google tag manager so when we say gtm that's what gtm means google tag manager Google, is a place to add tags. quickly and easily so the tags remember they are just snippets of code that allow you to track things on your website interactively and basically when you have gtm you can bypass the webmaster and do it quickly and easily, that's what gtm is all about, is it? why gtm?

Because we just identified two benefits, one you can track all the interactivity on your website and two, you can bypass your web developer or webmaster, and that's the benefit of gtm, so the benefit is that you get those updated tags very quickly through Google tag manager. what is tag manager, so what we're going to talk about today is specifically what tag manager is and what it does, we'll list some of the benefits of tag manager, we'll show you how it works and then we'll show you how to get started with Tag Manager Tag Manager if you're not familiar with working with webmasters and dealing with JavaScript and tags, and all this jargon is new to you today.

Okay, don't worry, sit down. Let's take it easy. This is an introduction to Google Tag Manager again. Let's start with what the tag manager is, so we've already introduced it to a certain extent because we've already introduced a tool where you can put all your tags in a toolbox, toy box, or bin, so to speak, and we already mentioned that, hey , you can bypass your webmaster, so you're probably thinking well, if you're not familiar with tag manager, how can I bypass my webmaster? Everything is a free tool and it is a Google tool, hence the name Google Tag Manager and it really helps you.

That's the main point is to implement and track tags on your website by passing it to your webmaster, so that's the tag manager and therefore examples of tags that can be implemented. Vehicle Tag Manager is numerous, these are just a few examples, such as Google Analytics Facebook Pixel Tracking or Google Ads. There is no limit to the number of texts you can track in Tag Manager. There is not limit. You can add any number of tracking tags and the Tag Manager is fine. Well, again, we just listed two of the benefits: you can put any tag in the tag manager and track it on your website and we know that you can bypass your web developer or webmaster and what it also does is it also allows you to test e implement. your javascript codes faster, so remember that these javascript codes or code snippets are there only to track certain things on your website, whether it's a page view or someone clicking a play button or tracking someone who convert or even just visit your website so that The biggest benefit is that you can take that piece of code, let's say Facebook, let's say you're doing marketing on Facebook and you want to put that Facebook pixel on your website so you can track people. people coming from Facebook and converting.

You don't need to put that Facebook pixel on your website, you can go directly to the tag manager and you can put that piece of code directly into the tag manager very quickly and the other benefit here is that all the tags are managed in one place and that's what for me it is. It's really a good benefit because when you start adding tags on your website and you have some tags in the tag manager, everything gets very confusing, so ideally all the codes tracking you have on your website should be in the tag manager, think about all the tracking.

If you're doing bing or you're doing facebook or you're doing twitter or you're doing linkedin and you're doing google you're doing all this type of marketing on all these different platforms you're going to have tracking code for all these different platforms and instead of putting that code on your site web, slow down the slow time of your web page and your website again, you want to put them all in the tag manager so they can be organized and you know exactly what you are trying to keep track of and the other great benefit of the tag manager is There is version control, so let's say you've added tags to your website via gtm for the last six months and let's say you added another tag yesterday if you added that tag yesterday. and something doesn't work right, you can go back to a previous version.

It's that easy,so you have version control and that's good. When you have version control, you can control what gets released and whether something doesn't work after it's released. you can then revert to a previous version, so it's a peace of mind, so to speak, just because you've added code to your site, there's no guarantee that it's going to work, so you can always control which version you're dealing with in the label. manager and we'll talk a little bit more about that, so the biggest benefit for me with Tag Manager is that you have event tracking, so I talked about some of the things you could track on your website, from videos, play buttons to someone that you click stop the video or pause it until someone chats again or let's just say someone clicks that buy button on your website. and you want to track all these different things, these different interactivities and buttons, event tracking is what you're going to use to track all of those buttons and to me this is the biggest benefit of the tag manager and I'll show you some examples like Let's move on and if we haven't mentioned it already, I'll mention it again.

It's free. The tag manager is free, there is no limit, so once you have the tag manager, you can add as many tracking codes as you want. There is no limit on the number of tracking codes you can add to the tag manager, it's okay, it's free and you can use it to the

full

est, it's okay, it's also high security which means it has different permission levels, it's okay , then you can have someone just come in and look. the different tags and tracking codes that you have in gtm or you can have someone who is very familiar with the tag manager and can go in and add the tracking code to the tag manager and then post that tracking code when it's added, like so that those are all the benefits. let's talk about how it works now specifically how the tag manager works because you're like stealing, okay, again, a lot of jargon, you know, you have tags and javascript and version control and publishing and all this other stuff, well, I know I'm pulling a lot for you at once, but be patient, okay, so let's start talking about how it actually works for you to have a website, okay, whatever the domain is, you have a website and there are chances that on your site website has some type of interactivity. whether it's a video, whether it's a blog, whether it's a form submission, you have a website with some interactivity and let's say you're even thinking about getting ready to launch some kind of campaign, maybe on Google or Facebook, and you want to boost it .

The traffic to your website is pretty fair, you are joining the millions of other websites that exist that have interactivity and that also drive traffic to the website, so income Google tag manager and manager of tags are important because again we know that we want to keep track of the people who enter. from that Facebook campaign or that Google campaign and interacting with our site, so if you're running Facebook and you're running Google Analytics, guess what you want to put that tracking code in the tag manager so that Google Analytics, being a Google product, works very well with the label.

Facebook admin has its own tracking code, but you still want to be able to track people coming from Facebook campaign to your website, so you will get that tracking code from Facebook and put it in tag manager, That's how it generally works. here your website information is shared with another data source through the tag manager, so think about that if I add the Facebook tracking code to the tag manager or let's say I have the Google Analytics tracking code in the tag manager, the tag manager is the one that is pushing and doing all the heavy lifting they are the ones that control what code gets triggered and what code doesn't, so if you are putting the code in the tag manager, the tag manager tags controls the code, think about it that way and we'll show you an example. what that looks like, here I am, I'm in the tag manager.

I just went to tag manager.google.com and here I could see a list of tags, so in our conversation we are talking about Facebook tracking and we are talking. about Google Analytics tracking, well Google Analytics is easy because it's a Google product, so here if I look at all the different tracking codes that I have on my website through the tag manager, let's take a look at Google Analytics, so if you're going to use tags. admin, you could also put the Google Analytics code here so I can see that I have Google Analytics as a tag in the tag manager now for Facebook.

If I'm running a campaign on Facebook, I can take that pixel tracking and put it into gtm. Also, here I could see the Facebook pixel i.e. the code is added to gtm. I basically took what Facebook gave me and put it in Google Tag Manager so you can see I can add Facebook and Google Analytics and again I can't stress out. Any tracking code from any platform that you can add to Google Tag Manager is sufficient to track the behavior of those sources, so let's dive a little deeper into how Tag Manager works. I just showed you an example of how you could use Facebook. and the Google Analytics code and put it in the tag manager, but if you are not familiar with the tag manager, then how do I do it?

Let's talk about the structure and how the tag manager works, so that when you have a tag manager account, you have a container, remember. I mentioned the toy box before you have a bunch of toys if they are code and you are crawling different pieces of code from different platforms like Facebook think of them as toys and you have a toy box well that's what this code is and that's what a container is, code is code and that's going to go into the toy box or the container, so the way the tag manager works is you have tag triggers and variables, so if I take my Facebook tracking code and I put it in a container I need to set up a tag and a trigger okay so let's take a look at what that is first if I go back to the tag manager I will have an account and if I have an account I will have a container, so here I'm just going to click on an account with a container and a container is nothing more than the website that you're adding the tracking code to.

Well that's it. The container is just we tell the tag manager that this is. the website we're adding all this code to so it has tag triggers and variables that's the tag manager structure so tags are just what it says tags what are we trying to quote the tag without quotes? Well, if it's Google Analytics, that's easy here, I can see it. I've added Google Analytics, so if I click on Google Analytics, here's my tag and if I dig a little deeper there, since Google Analytics is a Google product, it already integrates with tag managers, it's pretty easy, just I can choose Google Analytics and then.

I'm going to check the page view and that's my tag. Now each tag needs a trigger so I need to tell the tag manager how or when to trigger the Google Analytics tracking code so in this case I will tell the tag manager to trigger. on all pages, so if I get someone to visit my website, Analytics will trigger on all pages, so any page the visitor lands on in Google Analytics will trigger, so that's really what it's all about. reduce: I have a tag and I need to tell the tag. manager when to activate that tag that's really the structure of the tag manager, its trigger tags and variables and variables that we're going to talk about here in a couple of minutes, but you have a code snippet that you're going to go ahead and put that in the tag manager, you're going to tag it and then you're going to fire that trigger, so let's take a look at another example here.

If I come back here, you can see Facebook, well, here's my Facebook pixel. Well, that's my label. When will it be activated? Well, it will be activated on a specific domain or subdomain. That's basically what we're doing. We're trying to tell gtm when to activate that particular tag, so those are the three main components of a tag that it will contain. the javascript code that you get from Facebook for example is the trigger so you'll go to the tag manager and you'll tell the tag manager when to fire that code that's the trigger and then you have variables so the variables are basically just additional information that the tag manager can need to make your tag and trigger work, so that's what a variable is.

It is there for the tag and trigger to fire, so the variables are split into built-in and user-defined variables, so commonly used variables include, for example, page path, page URL. page or host name. or click on class again, they're there and these examples that I just gave you are there to get your tag and your trigger to work, think of it that way, they're just one component and if I go into the tag manager here and here on the left side I can see variables so remember I have them built in and user defined so built in means the tag manager already created them for me so in case I need my trigger to work with my tag I can use a variable so that they are integrated. in and then I have defined it by the user, so this is what I define, this is what I created and again the variables are there so that the label and the trigger work well, so that is the job of the variable, the The label's job is to host that.

The javascript code is fine in the case of Facebook or Analytics, that's where we put our code, so here if I click on AdWords remarketing again, it's a Google product, so I don't even need to deal with the code. I'm just going to select. Google Adwords remarketing is fine, so you can see that gtm integrates very well with some of the other Google products, but let's say you have a Facebook pixel tracking code that you will choose custom and place the code here, so that's part of the tag and then the trigger again are there to make the tag fire so you're telling gtm when to fire the tag and the variable is there to help you make sure that trigger and that tag work together, that's how all three are written. working together, you need the tag to put the code in, you need the trigger to tell gtm when to fire the tag and the code and the variables in there to help you define when that tag and the trigger should work or how they should work, so again check the labels.

They're just little javascript codes or tracking pixels on your website, so tags can handle events like scroll tracking and remarketing clicks, file downloads, play buttons, whatever, and even external link clicks, For example, let's say you have a click. uh or a facebook icon uh on your site and when someone clicks on it, it goes to facebook, maybe you want to track that, you're going to create a tag, okay, the trigger is there because you need to tell gtm when to activate that tag. , so it is a certain condition, whether you know to activate the tag if the URL is equal to facebook.com or some other condition so that the tag cannot be created until the creation of the corresponding trigger, so that the tags and the triggers go together, you can't just create a tag and not have a trigger, otherwise your tag will never fire and then the variable is there again, it stores the information when a trigger is defined or data is passed to the tag, for so a variable has a variety of data, okay, then you choose the variable you want to use with that. trigger is okay so you're making sure that by defining a variable you're making sure that you're telling gtm how that trigger should be fired so let's look at another example here of how all three play together if I'm on this account I'm in this container if I look down here I can see Google Optimize, that's another Google product, so what I'm doing here is choosing Google Optimize because my tag is already built in, so what does that mean?

I even need to deal with any code. I'm just going to select Optimize, well we have the Google Optimize tag, but we need to tell GTM how to turn it on, so here we'll tell GTM to turn it on on all pages. Basically, it's a very simple example because we are activating it on all pages, so if I want to see againsomething specific on Facebook, here's my tag, here's my code, what's my trigger? Well my trigger will fire on specific pages, how do I know? If I look at the trigger here, I can see that the trigger is a page view, but I'm telling it to fire on this particular hostname so the label and the trigger go hand in hand.

So how to get started with tag manager, so first things first. You have to create that account so you're going to go to Tag Manager.google.com or you can do a search on Google Tag Manager and you're going to create your account and then when you create your account what's going to happen is you're going to set up a container and when you set up a container you have options so you can configure it for your website for an app on ios or maybe android or you can even configure it for amp etc. an accelerated mobile page.

So, most people will probably default to setting up tag manager for their website and when you do that, when you select the website, what will happen is you will get a Google Tag Manager code in return. , and that's the whole idea. here you are going to make an exchange, what you are doing is basically saying "ok, google". I'm going to take this code from Google Tag Manager and put it on my website. put it on every page of my website so note that the tag manager has two scripts, one goes in the head as high as possible and the other goes in the body tag as high as possible, so I What he's doing is closing a deal.

You're putting this tag manager code on your website, and in return, every code you deal with, whether it's Facebook, analytics, optimization, remarketing, or whatever, is going to gtm. Okay, it will go to the container that you created, so you need the tag manager code on your website so that the tag manager works well, so when you add this code to your website, you will be able to start adding all kinds of tags to your container but if you don't have this tracking code on your website then none of the tags that you add to your container will work so that's the idea behind the container and then one thing I wanted to mention in the account is that it is a Google account, so when you create your account, make sure it is the same account. that you use, for example, with Google Analytics or some other Google product, a good practice is to always use the same email address when setting up your account so that it integrates well across all the different platforms, meaning you can go from Google Analytics directly to Google. tag manager in a browser without having to log out or log in, so when you create the account it will create your container, if you choose web you will be asked to place the code on your website and when you place that code on your website, will be free. to start using the tag manager and that means you are free to start adding tags, so if you want to learn more about how to install Google tag manager, what I would recommend is to visit the guide website gtm quick start so again if you're curious. as for where that code is located in google tag manager, when you create an account and create a container, that container will have a specific id, so if I click on that specific id, this is where I can get my code, so again when I have logged into the tag manager.

I'm going to click on the workspace, but in the top navigation I'll see my unique gtm ID. If I click on it, that's where my code will be located and again your code. it should go in the header and there's another script that should go in the body and if you're not sure how to add the code to your website right, you can always click on the quick start guide here, okay, and that'll take you there. . to a quick start guide page a reference page related to Google Tag Manager, so let's talk about creating a tag.

Once you've installed the tag manager, I'm sure you'll be excited to get started and create that first tag, so let's talk about how to create a tag in the tag manager, so that when you're in the tag manager, everything what you need to do is basically look at all your tags. If you click on the tag in the left side navigation, you will see all your tags and there will be a new one. button there so you just click new and basically what you're going to do is create your first tag and so what I would recommend once you've installed the tag manager on your website, I would recommend setting up the first tag. like Google Analytics, that will help you keep track of page views on your website when someone visits your website.

Okay, ideally that's what you want to do. You want to get Google Analytics as your first tag and tag manager. Then what do I do? What I'm going to do is, because Analytics is a Google product, it's already very well integrated with the tag manager, so I'm just going to click on Google Analytics. It's going to be a page view, that's what I'm tracking and now I have to set a variable. and then what you're going to do is ask me to select a variable and then what you're going to do is select a new variable and what you're going to do is actually go to go and add your tracking id here, that's going to be your variable, so Where do I get my tracking and analytics ID?

If I'm in analytics, I'm going to go to admin and then under property settings, I'm going to see my tracking id and all you need to do is go to the tag manager and paste the copy. You need to copy that tracking id first, then you'll go to the tag manager and paste it, and then a variable will be created for you. and then when you create that variable, you'll see it in the dropdown here, so I already created it and basically that's your tag with a variable, so what are you going to do? You will configure a trigger.

So, I already have some triggers set up. You will see a default trigger already set up for you and it will be all pages, so ideally you want to select all pages for the analytics to be triggered. on all pages, so that's what we're doing, we're setting up a trigger, we're basically telling the tag manager, hey, if I get a visitor on any page on my website, then I want you to trigger Google Analytics, like this that's basically in summary how to set up your first tag and my recommendation is that your first tag should be Google Analytics and when you set up Analytics you will have to set a variable for the tracking id to get the tracking id again from the settings administrator properties. copy and paste that tracking id, save it, you have your variable, that variable will be included with the tag, then your trigger will be all pages and that's it, you have your first tag, you have your first variable, you have your first trigger, so that is basically what you want to do and once you've added that tag, once you've added that trigger, the only thing you need to do now is basically publish the tag and every time you save a tag, it's going to go ahead and submit it so that that way it's published, so again what you're going to do is take a step back here, you're going to choose a new tag, you're going to choose analysis from the drop-down menu.

If you're going to choose page view, you're basically going to add your tracking id so you can set the variable and basically that's what you do, okay, you're going to add that tracking id and then that's it, that's your tag with a variable and then, once you've done that, you're going to click submit, so when you click submit, you're basically saying, "Hey, I want this tag to fire now, this tag and the trigger, and once you've done that, then you will perform analysis." It is ready to go and every time someone visits your website on any page tag manager it will trigger Google Analytics so the best thing here is that it has something called Google Tag Assistant and that is an extension that works with Chrome and, So, when you actually added a tag manager to your site or have analytics running in the tag manager, you can confirm if those tags are firing correctly, so let's take a look at how Google Tag Assistant works.

If you just do a search for Google Tag Assistant you will be able to see here that it is basically just an extension that works in Chrome and unfortunately it only works in Chrome browser, it doesn't work in any other browser so go ahead and install that extension in Chrome and when you do it you will see this nice thing. icon here in your browser and now if you go to any website and I click on the Google Tag Assistant and I click on enable, okay, basically I'm loading the Google Tag Assistant and now once I refresh the page, I can see that this particular site has Google Tag Manager installed and not just Tag Manager installed.

I can see that you also have Google Analytics running. I also have Google Optimize running and I have the Google Ads remarketing tag running in the Tag Manager. That's what the tag wizard does. see if there is a tag manager on the site and if it is great what other tags are activated on this particular site, so the tag assistant tells me that I have these particular tags activated on that site and they activate within the manager of tags, so the tag assistant is a great way to confirm if a tag manager is on the site and two other tags are being activated on the site.

Now, another way to confirm if the tag manager is activating on the site is that you can enter preview mode, even before submitting and publishing. your tag and trigger, you can click on preview mode, so if I click on preview in the tag manager, basically that will put me in preview mode and what does that mean? Well, that means that now I'm free to go to my website and Let's see if those tags activate and let's take a look at what it looks like, so if I go to the website and I just click Refresh, what will happen is that the tag manager will load in preview mode as seen here.

Take a couple of seconds to load and now what can I see in preview mode? I could see that I have gtm enabled, but I also have other text enabled on this remarketing page. I have Google Analytics, I optimize Google, I have some other tags activated. Additionally, the preview mode shows me which tags are activated on a given page and I can also see which tags were not activated. Here I already have several tags in gtm but they were not activated on this particular page. Let's say I clicked the donate now button. I'm still in preview mode, so I'll be able to see which tags were activated.

Now I can see that I have a couple of tags that were fired on this particular page and then you can see which tags were not fired on this page. Well, that's the preview mode. You can use the preview mode even before sending a tag and activate it to see if it activates. That's the big benefit of the tag manager, so if you're not sure. Whether something is going to go live or not, you can always go into preview mode and if you're sure it's going to go live, then you can go ahead and submit it so you can get out of preview mode and just go ahead and send that tag. and activator in particular.

So here I'm going to exit preview mode and now once I'm done and I'm sure the tag is going to activate, I'm going to go ahead and push all the changes that I've worked on in terms of configuring tags and triggers. so that's really gtm in a nutshell, so I have my tags, okay, my tags are just snippets of code that I'm going to put in, whether it's Facebook tracking or vet or any other Google product like optimization or page views, then I have my activators. my triggers are there to tell gtm when to fire that tag and the variables are there to help those tags and triggers work together so remember that particular variable that we set up for Google Analytics okay here it is here because we want to tell you to gtm which property to trigger specifically in Google Analytics, that's why we set that variable, but there are all kinds of variables that Google Tag Manager has built in or variables already created for you or you can specifically define a variable so that the variables are there to help Tags and Triggers work together, so when you set a tag, set a trigger, use a variable, you can always go into preview mode, preview it by going to the website to see if it fires and that's it, you can go ahead and click submit and that will post the tag and trigger and you're done, this is how the tag manager works andagain, I can't emphasize that there are an unlimited number of tags you can add to the tag manager, there is no limit, so you have everything from anything from google to no-google, event tracking, okay, facebook, anything that you want to track, that you want to be able to put in the tag manager and again, there are versions, that's one of the great benefits of the tag manager, so if I want to go back to a previous version I can just do that, so here you can see I'm on version 32.

This is how the tag manager works and I can't emphasize that you know the tag manager is there to help you keep track of the interactivity on the site, because if you have a site that is interactive that you have a video that has a download button, let's say you know you have all kinds of facebook and youtube newsletter subscription buttons on your website, just like this website, and you want to be able to keep track of how many people click on that particular button, well you will need a tag manager and when you have a tag manager you will be able to track all these button clicks and interactivity on your website without the tag manager it will be difficult to do so , so that's an introduction. to tag manager today we are going to talk about how to rank number one on Google, so let's start and go with the scenario where you have a friend named Sam and he has a website where he sells shoes, but Sam doesn't understand.

Why isn't his website ranked number one on Google and therefore normally ranked number one on Google? There are a few factors involved and those are factors that will help Sam get his website ranked number one on Google so he can sell his shoes, get traffic and convert. That traffic leads to conversions, so there are factors involved, and so what are those factors? Well, he always starts with keyword research, so to rank a website where he sells shoes or sells products, other products like clothing or food or his car website, he already knows. You're a mechanic, it doesn't matter if you're selling to clients or other businesses, you have to start with keyword research, so we're going to go into very explicit detail on how to do proper keyword research. and then the second factor involved is high quality content, so to rank high in Google search you need to have high quality content, so we'll go over what goes into creating high quality content and then we will take that content.

We'll optimize it using on-page elements and website-level factors, so we'll take into account what your website entails and what specific pages on your website entail to rank number one on Google. We're going to get into off-site engagement, so when it comes to ranking on Google, you need to optimize your website and you need to do some things off-site, you need to engage off-site, i.e. on others. websites, that's why we. We're going to talk about what external involvement entails, so SEO is an important channel for most businesses and websites where there is an opportunity to generate a lot of traffic, but you have to earn that reward.

The reward is a lot of traffic, but you have to do it. To earn the reward, there is a lot of work involved, so ideally what we want to do is follow what we call the 80 20 rule when it comes to search engine optimization and ranking on Google, and what do we mean by the 80 rule? twenty? Well, 80 20 means that we are investing 20 of our effort and you get 80 percent of the results, so we want to invest 20 and get back 80. That's basically about 80 20, so for example, if 20 of our targeted keywords generate 80 of the traffic, so that's following the 80 rule 20 or 20 of our landing pages generate 80 of the overall traffic that follows the 80 rule 20 or 20 of our backlinks beyond the 80 percent percent of our link content, that's the 80 20 rule, which means that these specific keywords, these specific landing pages, are trying to target backlinks through off-site interaction, we want to dedicate 20 of our effort to those keywords, landing pages and backlinks in exchange for 80 of the results, so without further ado, let's get started with keyword research. let's talk about that keyword research for a website with shoes and really It doesn't matter what particular product you have if you need to rank number one on Google, it all starts with keywords as I mentioned before and in this example, if you have a website where you sell children's shoes, you will want to be found for certain keywords, so the obvious keyword here would be children's shoes.

Every keyword you target has a search volume associated with it, so that's what it means when we talk about search. volume we are talking about how many people on average type that keyword or related keyword in google.com or Google search and there is always an average number of searches associated with each keyword and we call that search volume how much search volume, Obviously if we are going to target a keyword we want to have the highest volume possible; however, there will always be competition for those keywords, which means there will always be other websites that want to rank number one on Google for the same keywords and we call that competition or difficulty, so for each keyword you will have volume and you will have competition or difficulty and the difficulty also varies depending on the tool you use and we'll talk about that in a minute, but the search volume. is how much on average people type in that keyword or the close variation of that keyword and the difficulty is measured in terms of how many other websites are trying to rank for the same keyword and therefore ideally when it comes to keyword research we want to find To achieve that good balance, we want high volume and we want low competition, but at the same time we want to focus on keywords that are very relevant to our business, so if we sell children's shoes and children's shoes kids are very relevant, they have high volume and low competition, so that's a keyword that we want to target, so we always want to focus on those three areas, so there's always a trade-off with keywords, so that children's shoes can have a high volume but they can also have a high competition or difficulty if we look. for another keyword that is just as relevant, for example children's shoes, you may still have a high search volume but the competition or difficulty may be less and if that is the case then it may be a better one. keyword to target instead of something highly competitive like kids shoes we can focus on another relevant keyword like kids shoes with the same volume and lower competition and the reason we want lower competition is because we want being able to rank for that keyword, so the bigger the competition, the harder it is. is for us to rank number one on Google for that keyword, so the idea beyond keyword research is to analyze and choose the best keywords, so we want to identify a list of keywords that are always relevant, we want to choose the keyword that are your competitors. ranking and we want to use third party tools to choose keywords and identify which keywords have low competition and which keywords have high search volume, so one thing to keep in mind when doing keyword research is that the more long the keyword phrase or in other words, long tail keywords or keywords with three keywords in the phrase or more, you will always have less competition, but there is always a trade-off with long tail keywords, which It means that the longer the keyword phrase, the less volume there will be but the exchange.

There's less competition, so what we want to do is brainstorm and find those relevant keywords, so let's look at an example here. If we go to Google Ads, Google Ads has a tool called keyword planner and let's just say I have a website where I sell dried figs and if I sell dried figs I want people to buy these dried figs, however, to attract them I want to be able to show them that we have a ton of recipes and If I show you a ton of recipes where you can use dried figs, maybe you will buy these dried figs to use in these recipes, so we will search for keywords related to bread recipes because if we can optimize them for our recipes page. for bread, that's going to appeal to an audience that wants to make bread and use dried figs with those bread recipes, so that's the example I'm going to give here and if I look at the keyword planner in Google Ads, if I just type in bread . recipes what google is going to do is give me an average monthly search volume so you can see the average monthly search volume here is 60,500 and to do keyword research what I would recommend is to keep a spreadsheet and So, The idea behind the spreadsheet is to document the volume and competition you get for certain keywords.

If I go into a spreadsheet here, my keyword topic is bread recipes, my keyword is bread recipes, and therefore my volume will be 60,500. However, if I go back to the keyword planner of Google, Google tells me that the competition is low, so that's great, I want high volume, I want low competition, but how low is low, so we have to be careful, so if we're going to put numbers. in a spreadsheet we want to find out what the competition really is for the keyword bread recipes, so if I go to Google and type bread recipes, I will be able to see 771 billion results for the keyword bread recipes, now it's 771 . billion is real competition maybe maybe not what we want to do is put in a syntax and we want to put in the syntax everything in the title and then a colon and then our keyword and the reason why we do that in search It's because we want to be able to identify the true competitive number or the actual number of websites that are trying to rank for bread recipes and if we put in the syntax all the colons titled and then our keyword bread recipes, we'll be able to see that There are 998,000 results which are much lower than 771 billion, which means that 998,000 sites or listings have the keyword bread recipes in the title tag and the title tag is what appears in the engine results. search, so if I look down and scroll down here, We can see bread recipes in each of these title tags, so the title tag is an important element of ranking number one on Google and we'll talk about that in a few minutes, but if we understand that there are 998,000 results with bread recipes in the title tag, then this tells us that those are the websites that are trying to get the number one spot on Google for that word key and so those are the websites we need to jump to get our website ranked number one on Google and so I'm going to put 998,000 in my spreadsheet as a competitive number so now I can see the keyword bread recipes.

I have sixty five hundred and if my competence is nine hundred ninety eight thousand, then my kei or keyboard effectiveness index or in In other words, the ratio between volume and competence is six percent, so that is nothing more than volume divided by competition, which tells me that my kei or my competition volume ratio is six percent, so remember we want more volume than we want competition, so whenever you do. In a keyword research, you will find several different relevant keywords, so if I go back to Google's keyword planner, if I typed in bread recipes, you can see that Google will give me several different keywords related to bread recipes.

I'm just saying that I have another keyword that I want to think about optimizing to rank on Google and that is banana bread recipe, a very similar keyword to bread recipes, except now it's a little longer if I type banana bread recipe in Google Keyword Planner. I can see that the average monthly search volume has actually increased: 368,000. I can also see that the competition is low, so those are good signs, so now I can see 368,000. I'm going to go ahead and put it on my sheet calculation now. I'm going to go to Google, I'm going to put my syntax, everything in the title, I'm going to put in the banana bread recipe, I'm going to press Enter and now I can see that I have 233,000 results for the keyword banana. bread recipe on the title tag so if I look at the title tags I can see banana bread recipe banana bread recipe banana bread recipebanana in all the listings in Google search results, which tells me I have 233,000 results that I have to skip To get the number one spot on Google, I'm going to put 233,000 in my spreadsheet.

Now I can see my kei or my volume to competition ratio is 157 158, so for me that is a much better number to work with or on others. That's a much better keyword because it's just as relevant and has a higher volume to competition ratio, so banana bread recipe is going to be a better keyword to optimize for number one on Google, so that's it. the idea behind. keyword research, you want to brainstorm, there are many tools available, so the tool I recommend is the Google Ads Keyword Planner. Google will give you how much search volume the competition will tell you, but then you go to Google search, it will use the title syntax to get a more accurate reading of the actual competitive number, and to find out how the keywords that rank your competitors, you can use those keyword tools that I mentioned, another tool that I use miles, so moz, if you go to moz.com, they have a tool called keyword explorer, so if we just type in the keyword, for For example, bread recipes, we can tell ourselves how much volume and difficulty you can use. other tools at your disposal calculate volume and difficulty, there are many tools available, but the one thing I would make sure is that you use everything at your disposal to be able to use social media and find the most shared article for a certain topic.

Topic or keyword like bread recipes, you can check out other platforms that have a lot of shared content, like Reading and quora, where you can ask people about certain topics using keywords to determine how much competition or volume there may be that you can stay up to date on. . industry news to get an idea of ​​what types of keywords are trending, but when it comes to keywords and keyword research, remember that for every web page we want to be able to choose two keywords, we want a primary keyword and secondary, so when we do keyword research and we enter all of our keywords into our spreadsheet, we want to be able to have several different keywords, in this case we are focusing on the topic bread recipes, we want to have different keywords because we want to be able to choose a primary keyword and a secondary keyword because we want to be able to focus on multiple keywords for each page because we don't necessarily want to put all of our eggs in one basket, meaning we don't want to put all of our emphasis on just one keyword to rank for we want multiple keywords to try to rank for so that the primary key works and defines the nature of our business, the secondary keyword could be very relevant to our keyword at the end of the day we want to choose multiple keywords to rank for. try to rank on Google for that page, for example, we have a blog and we use ice cream recipes and we blog about ice cream recipes, we can have a main keyword that is about ice cream recipes or homemade ice cream recipes that we will always use.

If we want to know what the volume and competition is, our secondary keyword could be built around other similar keywords, such as low fat ice cream recipes, fat free ice cream recipes or homemade low fat ice cream recipes, those are words complementary key like our bread. recipes and banana bread recipe so one thing we want to do when we do keyword research is be able to target one keyword per content when you can target many we want to be able to target multiple keywords not necessarily target one keyword etc. We want to be able to group keywords, so we don't want to target just one, we want to target multiple keywords per page and when we talk about grouping, if we go back to our keyword research, what we're doing is grouping. a bunch of keywords under the topic bread recipes and so by looking at the volume, looking at the competition, looking at the kei, we can choose different keywords for our page and that's what we mean by grouping, we want to group keywords in a content topic, so why?

Targeting only one keyword per content when we can target many because we don't want to put all our eggs in one basket. We don't want to target just one keyword. We want to target many and that means grouping your keywords into a theme. and choose several keywords for that particular page and when we do that, we have a better chance of getting a high ranking in Google search and the idea behind ranking high in Google search is that we can get the volume, of So we do know that we are ranked number one. In the Google search for bread recipes or banana bread recipe, we know that we have a chance of getting most of the volume associated with that keyword and if we can get the volume and the traffic, then we can get the conversions, so let's go to the top. quality content and talk about the impact content has on your ability to get your website ranked number one on Google, so let's say you have content on your website and the content is ranking on page 4 of Google and it's that blog with ice cream. recipes and if it's just content for the sake of the fact that the content isn't really informative, then it's not necessarily going to generate good engagement in the eyes of Google.

You know they want to rank content that is highly informative. It is very recent. It's exciting to read. It's interesting. have good engagement, so if it is a recipe or an article on any topic, if the content is simply not informative then you will not get good engagement and when you will not get good engagement if people do not stay on the site to engage in the content and they simply leave the website after reaching the page, which causes a bounce, then the content will continue to fall in the rankings and we want to prevent us from wanting to move up in the rankings where we want to be. number one on google we do not necessarily want to fall in the ranking of our content, so content is a key factor in being able to occupy the number one position on Google.

If the content is on page nine, what can we do right? We want to be able to know it. that content and do something with it, we feel like we write engaging content so let's go ahead and share it on social media and for me social media is a good platform to share your content because on social media platforms like Facebook for example, You're building a community on that platform, that community is already interested in your content, so if you're sharing an ice cream recipe, especially in the summer, and you're interacting with your community on that platform, then the likelihood that that community being on that platform is will increase engagement higher engagement will send social signals to the search engine that says, "Hey, this content is good quality," the same way, for any other platform, most social media platforms They have engagement metrics and those engagement metrics pass signals.

It's good? Not good? We like? Do we approve this content? Will we want to follow it? Will we want to share it? So if you share content that you think is engaging on social platforms, then it will be engaging and likely cause an increase in engagement, for example a decrease in bounces, and once you share that quality content, the likelihood that Climb up the rankings even to number one on Google will be higher, so you always want to start writing with good quality. content so let's talk about good quality content because Google takes content seriously they take into account what other people think of that content so high quality content is an important factor so how to create good content , that's always the question, so let's talk about the best. practices here remember that in the last segment we talked about keyword research, so we want to do good keyword research.

Why we want to choose keywords. Remember that we are choosing multiple keywords per page. A keyword could be related to our brand. A keyword could be related to. the content, but another keyword could be related to a user's intent, like recipes, if you remember the example we used with bread recipes, maybe someone is looking to write a keyword that says how do I make them aware of a bread or how do I make a specific type. of bread or how do I make banana bread or what is the best banana bread recipe, they are related to questions and we want to be able to answer them, so that is where to choose the right keywords that will answer the user's intent, so start with choosing the right keywords, so remember that we talk about several different tools when we talk about keyword research, so there is a research tool that you can use called phrase.io and that will help you do quick research on the words key that you know, the trends and all that.

If you know of a research tool that you use for keyword research, please send us a comment below. I'd be interested in your feedback on keyword research and what research tools are out there, so if you know something better than phrase.io, drop us a comment below and we'd be interested to hear your perspective, so keyword research is key, but creating content that meets the requirements of the users, so answering those questions, if it's a recipe, we want to answer that question if it's instructions, we want to answer that question if not "We don't know how to do something, we want to answer that question, that's the idea behind content.

Content is not just filling a page, it's actually meeting the requirements of the users, that's when you get good engagement, so if someone is typing something on Google and they" . If you're looking for an answer, your content should answer that question, but we also want the content to be readable so that, in other words, you know you're writing for your audience and you don't impress anyone with very high-vocabulary words that don't necessarily mean anything. know someone of not using jargon, not using street language, for example, using common everyday language that is easily digestible when your audience reads and then we want to keep that content organized, so when we mean organized we want to use headings and subheadings. you know, divide your content into paragraphs, keep the flow organized, if we can keep the flow organized, then it will be easier for someone to read and then it's okay to add resources, especially resources from credible sites, so if you can incorporate those resources in there , then it will only add credibility to your content.

Let the audience know that I have done research on this topic and this is what this person has to say about it. This person who seems to be credible is fine, so just add value. your content, so these are all tips to remember when creating content and then the important tip here is that we want to use white hat techniques and when we say white hat techniques that means that you know if we have chosen keywords that will answer the questions of someone. question, we don't want to include those keywords in the content, we want the content to be written naturally, so when we say op for white hack uh techniques, that's what we mean, write the content naturally, keep it organized, keep it readable, include third party sources. and make sure it answers a question, so there are different types of content, so there is content where you just type words to install text.

You can also use an infographic. An infographic is simply a graphic that visualizes exactly what you are trying to explain. For example, if we want to write an article about how to write good engaging content, we don't necessarily have to write all that as a text, we can create an infographic. For example, here's an infographic on 20 effective ways to basically not bore your readers. but write engaging content so you can see this is an infographic, everything is designed graphically, so infographics tend to be easier to understand because they're visual, they're easy for the end user to understand because there's usually no jargon, usually They are images. portray the points of what you are trying to convey and therefore tends to break the monotony of just text is more visually appealing and is designed and organized so that you can see this infographic has 20 different steps or rules and they set out They are all here in this infographic and the best thing I like about infographics is that you can share them on social media, you can re-Engage them as a post, you can save them to any social platform, so infographics tend to count best. story and instead of saying just writing text, you can use videos and images, so you don't necessarily have to lay it all out in an infographic.

You can certainly insert a video or image into your content, especially if it's a blog post. then sometimes the videos and pictures alone tell the story, you don't necessarily need text to go ahead and tell your story, a video or a picture, as they say, says a thousand words, so pictures and Videos are great to use on a blog. publish, so use different forms of content, know that you always want to review your content when a user stays on your web page for a longer time, Google will tend to think okay, this person is engaged, so we will rank them favorably, So if you use videos and images with infographics, the chances of someone engaging more will increase compared to just text that is not well organized and written in a way that someone won't necessarily understand, so get creative in the types of content. that you use for the longest time.

Engaging content tends to bode well for search engines, so this is according to Hubspot, so the more words you use, the more words you use, the better your chances of ranking will be, just have Keep in mind best practices that you may want to break down. the content with an image organize it make it attractive use headings so that they are not necessarily just words, they are the words and how those words are spelled how they are structured the types of keywords you are using how you engage with your audience there is a There are many factors again , those best practices we just went over, but the key is that you know that if you have longer, more engaging content, it will bode better for you in search engines, so a couple of steps to creating high-quality content for you want to start. with a complete introduction, so always present your content.

Remember that the content must be relevant to the keywords. If you choose keywords in your keyword research, think about answering that question. If someone is writing bread recipes, maybe they are looking for banana bread recipes. to make the best banana bread or how to make banana bread with dried figs we want to be able to align our content with that keyword, naturally you want to create a worthwhile and click worthy title, so remember if you are in the search from Google and We are looking for something simple like bread recipes. We want to make something that's appealing so someone can click, like perfect easy yeast bread or easy crusty French bread or something that's appealing.

You already know the best bread recipes or how. To make the best homemade bread, you know something that will draw someone's attention to the title of that blog post, which is why we want to include lsi keywords. So what I mean by lsi keywords in your content means you know long tail keywords make for natural headers. and subheadings should consist of keywords and variants, so if you write headings and subheadings, include the keyword there and that way the content will always be relevant to the audience. Well, shorten your sentences and paragraphs, so don't write long paragraphs.

Remember that we want. To break this down, we want to make it easy to read for the end user and we want to always put internal links in our blog post. Because? Because if we have internal links, then if we have a link from a blog post to another blog post or say our blog post on an internal page of our website, we want to make sure that it's relevant content, that way someone is reading something and you have an internal link, say from a bread recipe page to a banana bread recipe page, then they can find it. interesting, click on that link and go to the banana bread recipe page to keep someone interested in your website, so placing internal links will help keep the end user's interest because you are offering links that are relevant to the content you always want to break. add that content with images ok we want to use alt tags which means we want to write the image with text so that way the image won't load then at least the alt text will load so we can incorporate callout boxes and most importantly, we want to update our content regularly, so we always want to get the best recipe available, whether it's banana bread or different ways to create banana bread, or just coming up with ways to update the content, for what we want to keep our content in our blog post updated and then we want to include a cta call to action, if we include a call to action that will keep someone engaged and make them act on your content so these are steps to create high-quality content, so let's look at an example here and this one.

It's a post from three months ago on buzzfeed and it has 21 images that restore your faith in humanity, so it has a lot of likes, a lot of likes and that means people are engaged when they read that, so if we go and we look at it as an example we could see it on a buzzfeed here 21 images that will restore your faith in humanity so this was written in 2012 again with a lot of participation but if we look at it we can immediately see that it is taking into account sources of third parties. it has some content, it has images, it is divided into images, we can see that there are calls to action in the form of social media so that people can go ahead and share it if they like it, okay, it includes videos, it includes third-party images. match sources so it's a good post because listen you know it's engaging content it probably answers someone's question about humanity and we could clearly see that look you know there's a lot of different examples here from a lot of different sources and we could take action in this regard.

The content is not only video, not only images, but also text, so it is very attractive. Respond to the questions. It takes into account the different types of content available. So, this is a good post in that sense, so the content is regularly updated, engaging, and includes high-authority sources. websites, some do's and don'ts when it comes to content, so keep in mind the best practices I mentioned about creating high-quality content. Answer those questions that the end user wants to hear because that's probably going to be their search and therefore you want to be able to answer the end user, that's part of creating high quality content.

Different types of content, i.e. in the form of infographics, videos, text or images. You can add images from public domain sites. You can be relatable and use examples to clarify points. like the Buzzfeed article, simplify complex words, don't use fancy language, talk to your audience as if they were standing in front of you and use bullet points to exemplify your examples, your points, so some do's and don'ts, Obviously, they do not increase. content we don't want to lift content from another website, that's plagiarism, so we want to have our own unique content, we also don't want to pull images from other websites, so if you find an image that works for your post and it's on the site someone else's website, ideally not a good situation, but if you do it, always give credit to the website, so if you took it from xyz.com, credit xyz.com for the image and even put a link. but ideally you don't want to take images from other websites as much as you don't want to copy youdon't want to take images, use your own images and content, but if you don't have images you can always go to stock photos.

There are many websites where you can sign up for a subscription, such as Adobe Stock Images, as an example, you could sign up for an account, and in some cases, you can sign up for a free account and use stock images. Okay, don't give your audience less information. Give your audience what they deserve, which is the information they are looking for. because they are looking for the best banana bread recipes, give them the best banana bread recipes, incorporate your own images, break it up with titles, give them good quality content that they can interact with, so if you put long paragraphs and your content , then it will be less attractive, so try to avoid those long paragraphs.

Remember to shorten the paragraphs. Keep the language simple. Add images. Answer those questions. Use credible third-party sources, but write in your own words. be on your way to creating good quality content. Okay, now that we've talked about high-quality content for your pages to rank high in Google search, let's turn our attention to optimizing on-page elements and look at some website-level factors that will both help you. will help you rank high in Google search, so let's do an overview of what we're talking about when we talk about on-page elements and website-level factors, so optimizing on-page elements includes several different things, but mainly We'll focus on meta tags aka meta description tags, header tags aka title tags, and URL tags, so those are just some of the page elements we want to optimize using relevant keywords to rank high.

In Google search we also want to take a look at some website factors that will affect our ranking in Google search. They include website architecture, having a secure website, having a sitemap, and looking at page speed, so these are all some of the aspects of the website. factors that we need to keep in mind to rank high in Google search, so title tag and meta description together are considered meta tags, so both play an important role in ranking high in Google, so We want to be able to write unique titles and descriptions for each page on our website, when I say unique it means that a title in the meta description should be different for each page on the website, so if you are not quite sure what a title tag and a meta description tag, if you go to search and just type in any particular search query, the title tag is what will appear here in bold and then the description will appear below the URL and that will describe the page, so both meta tags are important. because it describes what your page is about and that's what Google uses on search results pages, so we want to be able to pay attention to the length of our meta tags, so if we go back to our search results pages, title tags are usually found 60 65 character meta description tags are generally 160 characters, so anything really longer than that, what will happen is that the meta description tag or the title tag will be truncated, so if we look here, for example, we can see that all the title tags fit here. the 65 character limit, but if you exceed the character count in the meta description, Google will truncate the copy, so you want to stay within its parameters to avoid truncating your content and the other thing when we write the title. meta description tags we want to minimize keyword repetition, so if we're optimizing for keywords, we don't necessarily want to just insert that keyword into the title tag and meta description multiple times;

We want to make sure our title tags and meta descriptions are natural. written so that if someone is writing a recipe for banana bread with dried figs, they will know that we want to have a nice title tag in this description that will make someone respond based on their needs, so we definitely want to avoid repeating keywords , but we want to be able to use that keyword in the title tag because if you remember from the previous segment when we did the syntax all in the title to find out exactly how many competitors were using that particular keyword, obviously we want to use that keyword in the title. tag because again the title tag is an important factor when it comes to search engine results, so we want to use the keyword but we want to avoid stuffing it or using it repetitively in our title tag and our meta description.

We want the title tag and the meta. The description to describe the page sounds natural but also attractive because the point is that we want people to click on our link and go to our website from search engines, so title tags with numbers tendto generate higher click rates, this is according to the modifications. So for example, if you just put a title tag that says, learn digital marketing well, that might work, but if you put a number, like five easy ways to learn digital marketing that might make someone click on your link and go to your website.

So having questions in your meta tags can also increase your click-through rate, for example if you simply include learning the importance of first page ranking, it's not that bad, but again it's generic, but if you include it in the formal question, how to occupy the number one position on Google. is more action-oriented, it will make someone resonate with the question you have and that may be your query on how to rank number one on Google, so these techniques will help you get higher click-through rates, according to backlink title tag with a keyword can improve site ranking so remember we want to include that keyword in the title tag even though we only have 65 characters we want to include that keyword but we want to avoid padding the keyword there, we want to perform the title tag action again. targeted maybe with the number maybe like a question with the keyword there once naturally it's not easy to do but that's the beauty of SEO, if you can follow these best practices and write a good title tag then the chances of better your search results are going to be higher so having just one h1 tag in your post will be good so remember when someone clicks on a link let's say they find an attractive title tag and do Click this link here and it goes to that website. you know you want to start with that particular h1 technology because the h1 tag, especially with the keyword, will tell Google that we are organizing our page and since it is an h1 tag, it is important that we are organizing the page.

According to best practices, having only one h1 tag in your post is definitely useful. Having multiple h tags in your post helps organize the page much better, so we want to add that specific keyword in that tag and your header tag needs to be relevant to the content, so if we go back to our example of using figs dried with banana bread, the title says banana bread with California figs and remember the last segment, when we talk about high quality content, we will look no further than to include a video. in our content so this video will not only help keep engagement high but also break the monotony of the page and it is from a third party source so it adds credibility to the page so adding videos based ​​​​in the latest high-quality segment.

Content definitely helps you rank high in Google search, so following a hierarchical structure, which means putting those h tags in there. H2 tags help to break up the content and we want to avoid repeating h1 tags on different web pages on your site, which means don't just put the same h1 tag with the same keyword and keeping it indifferent, we want those h1 tags be interesting to read, but also used appropriately to break up the content, so remember all the white hat techniques we want to avoid. Hidden tags that we want to avoid. Stuffing keywords we want things to be natural, we don't want things to be forced and your h1 tags should be between 20 and 70 characters, don't make long h1 tags, so if we come back to our page, for example, a short tag and sweet here, california fig. banana bread is relevant to the content it is short and breaks the monotony of the content and most importantly any content you have on the page should always respond to the user's intent remember that people use search to answer questions find information our content should be able to answer that for them, so according to John Muller, Senior Webmaster Trends Analyst at Google, header tags would definitely help Google rank in search results, which is why we want to use tags header, so when it comes to URLs we want to use hyphens and avoid underscores.

So if we look at this URL here, it uses hyphens for fig and banana bread, so everything is hyphenated, that's a better practice. Remember canonical URLs. A canonical URL tells Google that this is the original content, so we want to use original content and if we have multiple sources of content on different websites, we want to use a canonical tag to tell Google that this is the original content, index this content and it doesn't hurt to use a favicon URL, that is, a small icon that helps break up. To eliminate the monotony and help your URL stand out we can add specific keywords into the URL, so looking again at the URL here I can see that we are using specific keywords as part of the URL structure Vegan Banana Bread and I notice that the h1 tag is fake banana. bread so that everything is consistent and flows naturally URLs that no longer exist, then we want to be able to set up a redirect for those URLs, which means that a 301 redirect is a response from the server to Google that says Hello Google, this page is no longer available , but we permanently redirect you to this page that is now available, so that's what a 301 redirect does.

It helps tell Google and all the other search engines that if the page is no longer there, it's okay, you'll just go To this page. is the page that is permanently there now and another thing we want to do here is if you have mobile URLs, you want to include them in the sitemap and we're going to get into that in just a minute, but all URLs need to be mobile friendly. mobiles. as well as desktop friendly meaning, keep in mind those best practices keep your URL short use hyphens put the keyword in that URL and make it easy to understand you want to avoid capital letters in URLs URLs are case sensitive, so go in lowercase, you should always go in lowercase of the URL Readable URLs again, the general rule here is that if you understand what the URL is, Google will understand what the URL is, so the shorter the URL the easier will be readable, the easier it will be to read, the more likely you will be to do so.

It ranks high in Google search, so according to backlink, 2 URLs that are shorter definitely help you rank, so we want to be able to shorten those URLs, keep them short and sweet, don't long and unreadable, so these are some of the optimized forms or elements on the page that help you optimize now we want to look at some website level factors that will help you optimize and type Google search type, for So a good site structure provides better crawling for search engine robots and what do we mean by that? Have your site organized in such a way that Google can find all pages.

So what do we mean by that? Create a logical hierarchy structure, so if you sell shoes, you know you will have a home page. structure into men's shoes, women's shoes, kids' shoes, then under men's shoes, you could have it by brand, it could be Nike Puma Adidas on the women's side, it could be Nike Puma Adidas, on the men's side. kids, it could be Nike Puma Adidas, and then you want to keep the flow of the structure in a hierarchy. Do we want to balance the number of subcategories within each category so that men, if they have nike puma adidas, women should have nike puma adidas?

So you want to code your site navigation and css or html which means they want to be able to use something that Google can index so most sites are built in HTML and that's what Google likes index, they like to index something that they can take to their servers and then more importantly create a complete structure for internal links, so internal linking means that if you are on one site you should have natural links pointing to others pages of your website to keep the flow and we don't want to have unnatural incoming things that you always want to have. natural internal links to keep the user flowing from one page to another, so here I can see all the ingredients in this recipe as an example.

Well, this has an internal link to another page on our site and this links to a page where someone can buy the ingredients, so it's a natural internal link, which is why John Doherty of Credo has stated that one of the most important changes The important thing you can do to fix your Credo website is the architecture. For example, at Credo, John Dougherty has increased organic sessions by 74 and pages per session by 41 simply by changing the site architecture, so you'll be surprised by changing the site architecture, which will affect engagement, so let's turn our attention to secure versus unsecure, so what we mean by that is When securing your site, we want to make sure that it meets certain protocols, so if we come back here we can see that this particular site meets the requirements , it's secure https means it has a secure license which means the site is secure so Google likes secure versus secure. not secure so unsecure would be http so we want https as our protocol and what that means is just enable SSL certificates and that means when you enable an SSL certificate that means your domain or your protocol will become on https, so Google prefers sites that are secure vs. non-secure, so if you use hsts as a protocol, it adds an extra layer of security over https and hsts prevents cookie hijacking, so adding multiple layers of security always It helps, in my opinion, if you have an http website.

An unsecured website should consider purchasing an SSL certificate to switch their sites to https because what will happen is that their URL structure will change when their URL structure changes. Google will recognize this because it will index your site and when it indexes your site it will see those safe URLs. and that will work favorably in your favor and help you rank higher in Google search, so websites that use security or https have a higher chance of ranking higher, so https is a ranking signal because Google indexes those pages, so let's also talk about sitemaps, so sitemap is one of the most important ways to improve the ranking of your website, because sitemaps are a way of organize all your urls in one file, so basically we are going to prioritize all our web pages in a sitemap, so if you visit a particular website and if you type sitemap xml, you will probably see all the pages of your website , so normally the sitemap is located in the root directory, so if I write sitemap.xml I will be able to see all the pages in my root directory and I can prioritize them as well.

I can also alert Google how often they change and each page will have a date stamp associated with it so Google can see how often it changes, so remember we want our content to be updated frequently, so the content is not updated frequently or is not current, then Google will see that site with the last modified date, so we want to make sure that the content is updated frequently. We want Google to know that we change it frequently. and we want to be able to prioritize our pages, let Google know, hey, these pages are important to us, so all of that can be set up in a sitemap.

We want to be able to add canonical versions of URLs into sitemaps, so we want to be able to add all of our original URLs into our sitemap, so we always want to create sitemaps with dynamic URLs for larger websites and so What I mean by dynamic URLs means that if I look at this sitemap and we are always adding content, let's say in the form of a blog, guess what we want those pages to be added to the sitemap as they are published, so that as When we add pages to the blog or site, they should be automatically added to the sitemap and, in effect, what is it going to be?

What happens is that we are going to be able to see the sitemap grow with more URLs when the sitemap grows with more URLs, then that means that Google will index more pages, index more new pages, so we will be able to get those pages that are they just published faster, so that's the idea behind dynamic sitemaps: we want to be able to capture all the URLs as they are published and we want to be able to maintain our maps, so that's why I would. I always recommend a dynamic sitemap, but you can always create your own sitemap by just going to a tool called xml sitemap, so if I type xml sitemaps into Google search here, I can see the sitemap generator. xml site and I can do it if I have asmall The website just creates a simple and free sitemap on my own when xml sitemaps creates it or your platform creates a dynamic sitemap either way the sitemaps will be placed in the root directory and then it What we want to do in turn is tell Google where it is.

The sitemap is like this, in the search console we want to be able to submit the sitemap, so it will add the sitemap and tell Google where it is. It must be in the root directory and must be called sitemap.xml. and when you do that, Google will be able to take those URLs and index them so we can see that we submitted 528 URLs, Google's index is 521. One thing about URLs here is that when we create a sitemap we put all of your URLs. There we don't add any index URLs to your sitemap and what that means is that any URLs that we don't want Google to index we're just going to exclude from the sitemap.

So we want Google to grab all the URLs we want to index. and place them in the sitemap so that, according to the cutting-edge use of sitemaps for SEO, you can increase the visibility of your website and help it get indexed, because what you are actually doing is taking all the URLs that want to index, you're telling Google how often. are modified, you're telling Google which ones are important and you're sending them to Google, so Google will be able to take all of these URLs faster, index them faster and when they get indexed faster, you'll be able to rank faster and when you rank higher fast, you can get traffic faster, that's the idea behind sitemaps, so let's turn our attention to page speed now, so that when we want to take a look at the latest factors of our website, in addition of the architecture that makes it secure and the addition of sitemaps. how fast our pages load here are some tips to optimize page speed because ideally the faster a page loads the more engaged the user will be if the page takes longer to load all the elements on that page, what's happening?

What will happen is the user will get impatient, maybe leave the website completely or go to another page, so we want to be able to optimize images, so we want to be able to optimize any image that is large in size in terms of megabytes . that to compress the image, that's one way to speed up the page speed, we want to use a simple website design, you know, html with css or cascading style sheets, just a simple design with hierarchy and navigation structure Simple website design, so nothing fancy, nothing complex, just a simple website design with optimized images we want to take advantage of browser caching and we want to improve server response time, which means all your files are in the server, so when someone visits the web page, the server displays all those files, the images, the text, etc. and so we want the server to respond as quickly as possible so that as far as page speed goes, we can see the factors that affect page speed in Google Analytics, so if I go to Google Analytics and I go to Behavior and I go to Site Speed ​​and I go to overview.

I'll be able to see what the average load time is for my site and ideally we want our pages to load as quickly as possible, which means less than four seconds, four seconds or more and the end user is probably going to leave the page, There is a correlation between page load time and bounce rate, so what Google really does is give you speed suggestions, so if we have a page that loads slowly, we can go to speed suggestions and Google Analytics. and we go to speed suggestions, then Google Google will be able to tell us, hey, this particular page is loading fast, this potential page is loading slowly, and if it's loading slowly, why is it loading slowly?

Here we can see that the example home page is loaded. on average 7 seconds well if we look here they will give us some suggestions so if I click on this page speed suggestions it will load a report and a tool called page speed insights and basically what it will do next . has finished running, this will tell me all the ways I can optimize my pages not only for desktop but also for mobile, so here I can see for desktop or for mobile. I can see a few ways I can optimize them to increase page speed, for example sizing my images correctly, server response time, reducing server response time, avoiding multiple page redirects, so there are many opportunities that we can do to speed up the page load time and everything that is in the page speed information and everything that is inside.

Google Analytics, so remember to optimize the code, minimize redirects, optimize your images, update your server response and those are all factors, so again you can access the analytics page speed statistics and you can see exactly which Google recognizes as what is reducing or slowing down your page loading. time, so Google takes site speed as one of the most important ranking factors, because they are going to rank pages not only for high-quality content that is relevant to keyword queries, but they also want those pages have a good user experience so if someone clicks on the page then the user should be able to see that content fairly quickly and that's why it's such an important factor, so the faster your pages load , the chances of getting a higher ranking will be higher, so according to current web performance, Walmart as an example experienced a decrease in conversions, so what they did was look at their page speed and when they looked your page speed, you'd be surprised what that did - just increasing it by one to four seconds or decreasing it basically increases conversion, so there will always be a correlation between how quickly a page loads and the level. of user engagement, because if users engage, they will stay on the site and if they stay on the site, their chances of converting will be higher, so only an increase of up to two seconds in page load time will make a big difference in terms of engagement and conversions.

Let's turn our attention to off-site engagement, so we previously talked about on-page elements and website factors that affect our ranking in search results, but we also need to shift our attention away from our website, i.e. , what we do on our website and divert our attention from what we can do for our website away from our website and towards other websites, so that's off-site interaction, so let's look at an example. that ice cream recipes blog, so we went all out, updated the meta tags, title tag, meta description, added h1 tags, made sure the site architecture was solid, submitted a sitemap, made sure that the page loaded correctly.

Nice and quick, we did all the things we are supposed to do on our website, but we are still not ranking well. What should we do well? We need to divert our attention from our website to other websites that we call that. Off-site or off-page SEO and basically we need to generate links from high quality sites to our site, so if we have done everything we can on our own website and we are still not ranking where we want to be, then we need to direct our attention to other websites and therefore if we direct our attention to other websites and other websites that are relevant, other websites that are quality, other websites that have high domain authority, then we will see an increase in rankings, so it's just a question of getting quality links from quality websites that are relevant, that's what will move the needle in search after we've taken care of all the elements on the page, so More backlinks from high domain authority result in higher rankings.

SEO is a combination of what we do on our website, that is, optimizing the page and making sure that our website has a good architecture and follows best practices in terms of sitemaps and page loading, Then we should focus our attention on backlinks to improve our domain authority, according to backlinko. Analyzing off-site engagement is one of the most important elements of ranking number one on Google, so you can't just focus your attention on updating the title tag and making sure pages load quickly, but You should also focus your attention on getting back links. high quality sites that involve off-site interaction, so getting links from various Danes is vital because they bring referral traffic to your site, they bring credibility to your site, but most importantly Google will recognize the relationship between these sites and your website and if these sites have backlinks or links pointing to your site and they are of high quality then we call it choose pass link so it will give you quality in terms of organic search so if we look at an example , yes I do a search for a banana bread recipe.

There are 241 billion results for banana bread recipe. Why is this particular page of simple recipes ranked first? Well, we can turn our attention to moz and maz has a report called link explorer and mom's link explorer report. It helps us identify our own page authority, our own domain authority and how many links we have from other quality websites, so if I put that particular URL in the link explorer and notice that the URL here is short to Even though you use an underscore when displaying a dash, it is still ranked number one and why, because off-page elements help this page rank number one, why your page authority over 100 is 58, their domain authority out of 100 is 82.

And what does that mean, that means they have a lot of good links. Of other high quality domains they have 824 domains linking to this domain they have 3600 inbound links and they are ranking for many different keywords, so if we scroll down we can see a kind of breakdown of the quality of the websites that link to them , so they have 19 domains with a domain authority of 91 to 100. The ones linking to them have 15 domains between the range of 81 and 90. So what does that tell me between 15 and 19, is that 34 in particular? domains that have very high quality links and therefore we can see the breakdown of the linking domains, we can see the top file links to the site and we can see the page authority, so the browser report of links gives us an overview of what pages they are. link to ours and it also gives us an idea of ​​what our own page authority and domain authority is because the domain authority and page authority must be high for us to rank in Google search.

For it to reach a high level, we need links. from high-quality sites, so that's the idea behind off-site interaction, so some of the external interactions are influencer marketing, meaning there is someone on social media who has a large number of followers , but not only has a large number of followers, but also relevant to our product, for example, Usain Bolt who is a famous sprinter, if we sell shoes and we sell Nike shoes, maybe Usain Bolt can reference us on Twitter or Facebook, that's influencer marketing, getting people to influence people to buy our product, we can interact with the audience. on multiple social media platforms like Facebook and Twitter, which means if we are running a promotion for those running shoes, we can promote them on Facebook.

Okay, we can promote that on Twitter, we can also bookmark our website on sites From popular bookmarks like Stumbleupon, we can also put our content on discussion forums like Reddit, we can join high quality question and answer sites, excuse me and post answers to questions related to our companies like cora.com so that we can share our content and answer questions, so there are many ways to get links to your website. If you have a blog post as an example, you can ensure that maybe that content is shared on a similar blog. post, so if you have an ice cream recipe blog post, maybe you can check out a dessert blog post and share yourcontent in that particular blog post and have a backlink pointing from that blog post to yours as an example and you can reciprocate so that the The general idea of ​​content is to share the content, but at the same time as you share it, you are producing backlinks and backlinks help domain authority so not only do they help domain authority but they also improve search rankings so in the eyes of Google the higher the authority of your domain, higher The authority of the page in the eyes of Google means that your page is important, it is credible and we will demonstrate it in the search engine rankings.

Increase brand visibility if we have our content on a highly attractive website, a very popular website or blog, it is not. We are going to increase the visibility of our brand, if we have Usain Bolt, who is a very famous sprinter, who has some marketing influence for us, that will increase the visibility of our brand, so that every time we can associate ourselves with something that has some influence or high domain authority, then it will only increase the awareness and visibility of our brand, so again our domain authority will increase due to the association of passing links from one domain to another, as a result, it will increase referral traffic because we are at a high quality level. website that gets a lot of traffic then the chances of some of that traffic reaching our site will be great and again it improves the credibility and trust of our website and that is what we want, we want Google to trust us and a way One way to build trust is by associating our website with other websites of equal or higher quality, so when we talk about external participation we want to do some guest posts on relevant websites, so if you have that ice cream blog, go to another blog like dessert blog and do a guest post so it not only improves your brand awareness but also generates a backlink and maybe generates some referral traffic.

You can participate in forums and blog discussions like core.com or reddit. Spread your content. Start a discussion about. a specific theme to attract users, build brand awareness, and generate that backlink. You can always know. Place your site in a directory like Yelp, for example, or the Yahoo directory. You might prefer to create testimonial links, which means that if you offer products or offer a service, well, someone. You could provide a testimonial on your website or you could simply get backlinks from relevant authoritative web pages like we mentioned quora or wikipedia. There are many out there, so the idea is to partner with high-quality websites, but do it naturally, you don't want to force it. anything, so if you're selling a specific service or a specific product, look for mining services or products that complement what you do and that will create the natural environment, the natural ecosystem that will eventually give you the benefits that you need to rank higher. high. on search results pages, so we don't want to buy any links, we don't want to hide content, we don't want to just inject links into sites that aren't relevant, we don't want to just have links all over the site. links everywhere pointing to the same page and we certainly don't want to be on low quality websites or directories;

It's about quality, not quantity, with external participation, so having external participation complements what you do on your website for both on the site. Some of those efforts will give you better search engine results. Let's review some key takeaways for today's session. We start with keyword research. Remember that with keyword research it's all about relevance combined with volume and low competition, so that combination will give you the best results. keywords you need for on-page optimization, so use good tools at your disposal, like Google Keyword Planner. Google Keyword Planner will give you the volume you need. Use the full Google syntax to get an idea of ​​the competition.

Group your keywords into topics. like bread recipes, look for a bunch of keywords related to bread recipes, if that's what you're trying to optimize, choose keywords that will generate high-quality content, so that when you choose good keywords that generate content from high quality, focus on high quality content you want to start with a good title you want to choose keywords that complement the content you can work on content naturally you can know how to organize content by using headings you can write your content naturally make it easy to understand write shorter paragraphs incorporate images mentions videos you know mix it up a bit add ctas there make it attractive answer user questions all of this will contribute to good quality content the general idea beyond good quality content is Do make sure your users are interested because the more engaged they are in the content, the more chances you have of ranking on Google, so when you create content that gives you the opportunity to optimize that content, and by optimization we mean work those keywords naturally in the title meta tags. tag in the meta description, you know, put those keywords in the header, you know, make sure the header is short, concise but powerful and that it makes sense, that it's relevant to the content.

Make sure the URL is short but readable and then we talk about off-page. so off page elements for the website i.e. submit the sitemap, look in Google Analytics at the time the page is down, make sure your site is secure and once you have done all those things on your website, all those factors, then you can focus all your attention on link building. site engagement, we talk about influencer marketing or social platforms or other websites that will not only provide a link, but will also give you credibility, brand awareness, refer traffic to your website and then do it.

Overall, improve your domain and page authority, so all those factors combined will help you improve your search engine rankings. Thanks Rob for that interesting session. I hope you enjoyed this video and if you did, give it a thumbs up and don't do it. Forget to subscribe to Simply Learn channel for more such videos. Hello, if you like this video, please subscribe to the Simply Learn YouTube channel and click here to see similar videos. Turn up the volume and get certified. Click here.