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Strategies for improving Web site performance

Learn how to use Google Webmaster Tools and Google Analytics to measure website performance, spot areas of strengths and weaknesses, and make goal-oriented improvements. This article demonstrates the use of these tools in managing library websites.

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Strategies for improving Web site performance

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  1. Strategies for improving Web site performance Google Webmaster Tools + Google Analytics Marshall BreedingDirector for Innovative Technologies and Research Vanderbilt University http://staffweb.library.vanderbilt.edu/breeding http://www.librarytechnology.org/

  2. Abstract With the investments that libraries make in developing websites, it is critical to constantly measure use levels, discern patterns and trends, and spot hotspots and areas of strengths, as well as areas that aren’t working like you anticipated. Google Analytics, a free service offering a very sophisticated approach to website analytics, enables libraries to use methodologies well tuned in the ecommerce arena such as action-oriented web development and search engine optimization. Breeding demonstrates how he uses Google Analytics to assist in the management of sites such as Library Technology Guides, the Vanderbilt Television News Archive, and components of the Vanderbilt University Library’s web presence.

  3. Objective • Determine whether your web site meets its goals • Are there usability issues with the site? • Are parts of the Web site invisible? • Understand normal use patterns • Mode of constant improvement • Action / Goal oriented change

  4. Troubling statistic Where do you typically begin your search for information on a particular topic? College Students Response: • 89% Search engines (Google 62%) • 2% Library Web Site (total respondents -> 1%) • 2% Online Database • 1% E-mail • 1% Online News • 1% Online bookstores • 0% Instant Messaging / Online Chat OCLC. Perceptions of Libraries and Information Resources (2005) p. 1-17.

  5. Usage + / - from 2005 to 2007 +5% -10% +30% +14% “The unfortunate exception is the use of library Web sites; usage has dropped from 2005 to 2007.” +19% Source: Sharing, Privacy and Trust in our Networked World. OCLC 2007

  6. Enterprise approach to analytics • Multiplicity of Resources to track • Web Servers • OPACS • E-Resources • Databases • Repositories • Important to track the flow of use among all the library’s Web-based resources • Beyond the library: study flow to and from higher-level Web sites and portals (University -> Courseware -> Library)

  7. Collection and Measurement • Multiple techniques • Server logs • Third party collection

  8. Web server logs • Web servers are routinely configured to record detailed information about each request. Common elements include: • File requested • Date / time stamp • Status code • Request directive (get, post, head) • Referrer (where the user came from) • User agent (browser and platform data)

  9. Exploiting referral data • The query string component of the referrer can be parsed to reveal search terms and other interesting information • http://www.google.com/search?hl=en&lr=&safe=off&q=september+11+television+archive • User typed “september 11 television archive” in Google to find our site • Important to study how users get to your site • [example: TV News Public Web queries vs OpenWeb)

  10. Google Analytics Data • Does not use Web server logs • Based on data sent dynamically based on Google Web site • Complete URL • Including referral data • IP / Domain of requestor • Aggregated patterns of use • Personally identifiable data?

  11. Analysis methodology • Go beyond simply counting pages • Identify Sessions • Categorize users • Determine use patterns • Measure interest • Time spent on Web site • Bounce rate • Page overlay analysis

  12. Move from measurement to impact • Establish site goals • Benchmark current use • Implement goal oriented improvements • Measure impact • Repeat as needed • (Example: enhancement of TV News OpenWeb)

  13. Appropriate data filtering • Requests from indexing bots (crawlers) can skew statistics • Count user requests and bot requests separately • Performance monitors • Link checkers • Monitoring crawler activity is an important component of SEO and Web site discoverability strategies. • Note: Different analytics products may involve different ways of counting bot traffic.

  14. Resource Discovery • Few users begin with library Web sites • How do users get to your site? • Track performance of the Web site relative to major search engines • SEO – Search engine optimization

  15. Web Discovery Web TV News Web site Sucessful search Terms: “tv news” “vanderbilt tv archive” “vanderbilt television news archive” “news archives” Search and Retrieval + e-commerce request system TV-NewsSearch Database

  16. OpenWeb Strategy Web TV News Web site OpenWeb Mirror Site Generate 805,000+ Static Pages Search and Retrieval + e-commerce request system Successful search Terms: All words and phrases in TV-NewsSearch Database TV-NewsSearch Database

  17. Implementation Details • Create OpenWeb mirror site • Static Web page for each database record • Design each page to maximize content terms exposed to Google • Funnel users to existing site • Not meant to be an alternative interface

  18. Search engine optimization • Strategy to make your site more visible in Internet search engines: Index > page rank • Tune site structure and page content to maximize exposure in search engines • Systematic harvesting of pages from Web site • Use of XML Sitemap API can help • Monitor with Google Webmaster tools • Monitor with Google Analytics • Action-oriented incremental changes

  19. Sitemap Protocol • XML specification for systematically submitting URLs that represent a Web site • Makes indexing more efficient but does not affect PageRank • SiteMap interface provides utilities for monitoring how the site has been indexed with some analytical information on terms used to find your Web site. • Originally proposed by Google, now used by Yahoo, Microsoft and others • See: sitemap.org

  20. Webmasters Tools • Submit Sitemaps • Monitor harvesting of sitemaps • Robots.txt • Keyword performance

  21. Google Sitemap • Details

  22. Google Sitemap • Sitemap Details

  23. Google Sitemap • Top search queries

  24. Sitemap Protocol • Sitemap.xml

  25. Sitemap Protocol

  26. Measuring Web Site Use • Log-based tools • Analog (basic / free) • Web Trends • NetTracker • Urchin • External perspective • Google Analytics

  27. Google Analytics • Free tool available for measuring Web site use • Based on data sent from Web server to Google • No personally identifiable data transmitted • Javascript snippet added to each page

  28. Google Analytics • Visits • Pageviews • Trends over time • Content • Traffic sources

  29. Goal-oriented analytics • Define Goals • Measure site performance through completed goals • Funnels

  30. Google Analytics • Selection Menu

  31. Google Analytics • Dashboard

  32. Google Analytics • Visitors

  33. Google Analytics • Two Factors

  34. Google Analytics • Visitors by Country

  35. Google Analytics • Keywords

  36. Google Analytics • Referring Sites

  37. Google Analytics • Content by Title

  38. Google Analytics • Goals

  39. Google Analytics • Goal Conversion

  40. Google Analytics • Ecommerce

  41. Questions and Discussion

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