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Improving Citizen Access to Information using Free SEO Tools and Google Analytics Quinn Robinson Web / Network Administrator Municipal Research and Services Center My Background in Search IIS ASP.NET Indexing and Front Page Extensions Search FAST NXT 4 (non-crawler)

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improving citizen access to information using free seo tools and google analytics

Improving Citizen Access to Information using Free SEO Tools and Google Analytics

Quinn Robinson

Web / Network Administrator

Municipal Research and Services Center

my background in search
My Background in Search
  • IIS ASP.NET Indexing and Front Page Extensions Search
  • FAST NXT 4 (non-crawler)
  • FAST ProPublish (Apache Tomcat and MySQL, acquired by Microsoft)
  • Google Custom Search
  • Google Search Appliance
  • Various Yahoo!/Google APIs
free seo toolkit and google analytics goals
Free SEO Toolkit and Google Analytics Goals
  • Improving citizen access to information and analyzing site traffic can be greatly improved by using specialized search engine optimization (SEO) and Web site analytics tools. We will discuss a new SEO tool from Microsoft, which analyzes how search engines index your site, and also shows problems with your site and how to fix them. We'll also discuss Google Analytics, a search engine-focused tool to analyze site traffic.
microsoft web platform installer
Microsoft Web Platform Installer
  • Microsoft’s tool to install IIS and IIS add-ons on servers and clients
  • Provides “one-click” installation to install popular applications that extend IIS functions
  • Not available on Windows Vista Home Premium or any operating system that IIS is not supported on
free seo toolkit from microsoft
Free SEO Toolkit from Microsoft
  • Local Government Goals for Free SEO Toolkit
    • Optimize site for
    • Increase Web site citizen traffic and usage
    • Determine how your web pages are displayed on third-party web sites
    • Help keep search engine results fresh
    • Decrease telephone calls and emails to ask for information that is not easily found on Web site
    • Good ROI on your Web investments
  • Free SEO Toolkit Installation
    • Requires Microsoft Web Platform Installer
analyzing free seo toolkit reports
Analyzing Free SEO Toolkit Reports
  • Free SEO Tool identifies pages that are branded; for example, sets of pages named “MRSC -Page Title” should be renamed “Page Title - MRSC“ since search engines put more weight on words at the beginning of page titles than words at the end of page titles
  • Finds broken and redirected links and shows what pages link to them; useful for domain changes and other major site re-organizations
  • Finds HTML errors, missing ALT tags, protocols used, improper syntax and pages that are too large
  • Many other categories of reports
free seo toolkit sitemap tool
Free SEO Toolkit Sitemap Tool
  • Can be customized to index your site and be made available to search engines
  • Good for dynamic pages that change frequently
  • Lets Google/Yahoo!/Bing know how often your content changes so that it can be reindexed in a more timely manner
  • XML format allows metadata insertion
  • Can be set to run on a daily, weekly, monthly or yearly schedule
graphical robots txt editor
Graphical Robots.txt Editor
  • Insert rules for allow
  • Insert rules for disallow
  • Review your existing robots.txt file
  • Group inclusions and exclusions by User-Agent
more free seo toolkit information
More Free SEO Toolkit Information
  • Crawling Websiteshttp://learn.iis.net/page.aspx/640/using-site-analysis-to-crawl-a-web-site/
  • Report Usage and Recommendationshttp://learn.iis.net/page.aspx/641/using-site-analysis-reports/
  • Managing Robots.txt and Sitemap Informationhttp://learn.iis.net/page.aspx/637/managing-robotstxt-and-sitemaps/
google analytics and web site traffic analysis

Google Analytics and Web Site Traffic Analysis

Quinn Robinson

Web / Network Administrator

Municipal Research and Services Center

setting up google analytics
Setting Up Google Analytics
  • Sign up for a Google Account
  • Set up your Google Analytics Account
  • Add code snippet to your page and sit back and wait until people start visiting your site
  • Log in to Google Analytics and analyze search traffic and search engine keywords
  • Optimize your site and improve the user experiment of site visitors
benefits of google analytics
Benefits of Google Analytics
  • Works on any HTML page (even if the page is scripted in ASP.NET, ASPX, PHP, Python, etc.)
  • Analytics are available without having to manually analyze log files
  • Can show trends over time using graphs and data
  • Provides list of most common keywords used to access your site through third-party search engines (Google, Yahoo! and Bing)
  • Can be added to entire site by adding to site templates
limitations of google analytics
Limitations of Google Analytics
  • No analytics available for Adobe PDF, Microsoft Word, and TXT files ; works mainly on HTML pages
  • End users can disable JavaScript and so there will be no information about their visit
  • Does not work for Intranet pages that are not available outside firewall
  • Cannot run on your local servers, but runs in the cloud
conclusion
Conclusion
  • With the Free SEO Toolkit, and Google Analytics, it is easy to improve cittizen access to information and analyze site traffic.
  • Microsoft’s Free SEO Toolkit analyzes how search engines index your site, and also shows problems with your site and how to fix them.
  • Google Analytics, while not a logfile anayzer, is useful for generating a quick, web-based analysis of your site which focuses on search engine referrals, site visitor statistics and site improvement goals.