By Steven Snell on June 22nd, 2009
Effective analysis is a big part of running a successful website. In this post we’ll look at more than 75 tools, resources, and articles that can help you in various aspects of web analytics. If there are other items that you think should be mentioned, pleas leave a comment.
These tools will provide an analysis and evaluation of various factors of a page or site. Each tool works a little bit differently, but the data from all of them can be obtained quickly and used in your analytics work.
Trifecta from SEOmoz
SEO Analysis Tool from SEO Workers
Similar Page Checker
Google Wemaster Tools
Load time can have an impact on a site’s visitors. Testing and analyzing page speed is much easier and more effective with these tools.
Self SEO Page Speed Checker
Other page speed tests:
Spider simulators can help you to see how a search engine interacts with your site.
Tracking stats is a major part of web analytics. There are countless programs that you can use for stats, some are free and some are paid.
Seeing how your visitors are interacting with your site can help you to improve things like conversion rates and ad clicks.
There are tons of great tools and resources for analyzes the links that are pointing towards your website.
SEO Link Analysis Firefox Add-on
Link Popularity Checker from Mike’s Marketing Tools
Link Popularity Tool from Marketleap
Link Popularity Checker from SEOCentro
Link Popularity Comparison Tool
Back Link Analyzer
Backlink Checker Tool
Reciprocal Link Checker
Reciprocal Link Checking Tool
Xenu’s Link Sleuth
W3C Link Checker
Testing and tracking search engine rankings for specific keywords is a common task for website owners, SEOs and marketers.
Rank Checker Firefox Add-on
Search Engine Ranking Checker from Mike’s Marketing Tools
Other SERP Trackers:
These tools will cost you some money, but serious marketer (particularly those that do client work) the price is likely to be justified.
Raven SEO Tools
Pro SEO Tools from SEOmoz
Analyzing trends can help you to improve your website’s visibility by providing information that is in demand.
Popular Searches from SEOmoz
These three websites can help you to get some basic, but helpful, data about the websites and visitors of your competitors.
For those who use AdSense to monetize their website, analysis on impressions, CTR and CPM is a necessary for maximizing results.
Analytics Integration for All
How Do I Link My AdSense Account to Analytics?
If I was stranded on a deserted island and could only bring three people to keep me amused and enlightened for the rest of my days, it would be the three speakers slotted in this session. Because they are all awesome. And I love them. And I am crazy in the head.
Up first is Derrick Wheeler, my original SEO crush. He explains how the search engines work. There are these things called spiders. They crawl your site, typically starting on your home page and venturing to all the other different pages on the site. Then they take all the info and add it to their index so that people can search for it.
Here, he drew it out for you. That makes total sense, right? Stick to the day job, Derrick.
Organic search engine optimization is the process of systematically satisfying the needs of search engines and the needs of your users. Here’s how it works without the crazy drawing.
Successful troubleshooting requires data. Use your log files and or Webmaster tools to see how the engines are crawling and indexing your site. Understand your keyword phrases and check your rankings on a monthly basis to see how you’re doing over time. Understand how many visits you get from search engines. Understand the paths people are using to get to the different pages of your site. Have success events built in. Try to understand what the value of a user is. [I know, they BUY THINGS! #imssosmart]
He’s done for now.
Adam Audette is up next. He’s groggy. Vanessa asks if “groggy” is a euphemism. Hee. We’re all “groggy”.
Site audits are part art, part science. Site audits are a lot of work and rely on experience. Problem solving is crucial. It takes time to learn deeply and find all the new ways you can fail. You have to be MacGyver. He’s our man.
Part Art: Follow your nose. A site or navigation just “smells wrong” sometimes. You have to dive in and figure out why. It takes diligence to dive in and find out what the problems are. It requires trust. The company has to trust you to find their issues.
Part Science: We use set tools. It’s very calculated in the processes. We’re always looking at a set number of factors and we’re documenting everything.
A framework for SEO Audits
What About Deliverables?
The Big 4 Factors
Document the issues. Explain the problem, the impact and then offer some recommended solutions.
Vanessa is up. She starts off apologizing to me because she’s going to go super fast. Vanessa obviously hates me. I still have a secret yearning to braid her hair.
She shows an ugly flow chart and says that search is like an iceberg. You only see the tip when you see the traffic loss. When people call her panicked, they always think its a ranking problem and that it’s a penalty. The truth is it could be any one of a number of things. You have to dive in to see if it’s a crawling issue, a relevance issue, etc.
Search engines haven’t quite grown up yet. They’re still like babies.
When you’re diagnosing a problem, make sure you really have a problem. If you had a traffic drop, did you really drop or do you just not have the traffic? If your ToolBar PageRank drops, have things really changed or is Google just trying to mess with you? When you look at a problem, make sure it’s really an issue and that you’re not just making it up. The same applies to relationships. Get the data first.
And then benchmark. Look at the top ten rankings you have and use tools like Rank Checker (SEOBook) to get a report of what page ranks and where. For crawling, she likes to have people run a script over the server logs to help you categorize pages. If you have a hotel site, you’d want to categorize property pages, regional landing pages, review pages, profiles, etc. If you can categorize those separately and see the crawl for each section, it can help you see where the problem is and if you really have one. You can also get this information from Google (and Microsoft).
She looks at a bunch of extractable link issues. But again, since she HATES me, she doesn’t pause or stop clicking long enough for me to get them down. I see how it is, Vanessa.
She flips through a bunch of different checklists (luckily, some are listed on her site, so you get links!). Things like:
If you have an affiliate feed, they’re only going to show so many pages with the same stuff.
If your rankings drop for ALL your keywords: Did the site rank for different queries before? Did you change the site content dramatically? Check to see if you’ve been penalized, review the guidelines, identify the issue and then FIX IT. Then request evaluation. Not before.
The first step in diagnosis is to find the root cause. Word.
[Vanessa RAN through her presentation, but I very much recommend you look at the Resources section of Jane and Robot. There you'll find a bunch of tools and different checklists. I'm going to lunch.]
Web Design Toolkits
There are specialized terms referring to all sorts of aspects of web design. For someone just getting started in web design, or someone looking to have a site designed, all the technical jargon can be overwhelming. Especially the acronyms.
Below is a guide to industry terms that should get you well on your way to understanding what web designers are talking about. In addition, we’ve provided some resources for each term to give you more in-depth information.
Basically, this is the ability of a website to be used by people with disabilities, including visually impaired visitors using screen readers, hearing impaired visitors using no sound, color blind people, or those with other disabilities. A website with low accessibility is basically going to be impossible for those with disabilities to use. Accessibility is particularly important for sites providing information to those with disabilities (healthcare sites, government sites, etc.), though it is an important aspect to consider when designing any site.
The text a link uses to refer to your site. This can make a big difference in your site’s search engine results. See also: Backlink.
A portmanteau that combines “automatically” and “magically.” Generally, it refers to something that has a complex technical process that’s hidden from users, so that something almost appears to work by magic. If you think about it, many modern internet-based technologies could be classified as “automagical.”
The back end of a website is the part hidden from view of regular website visitors. The back end generally includes the information structure, applications, and the CMS controlling content on the site.
Backlinks are links from other sites back to your own. They’re sometimes also referred to as “trackbacks” (especially on blogs). Backlinks have a huge impact on your sites search rankings. Lots of backlinks from high-ranking sites can greatly improve your search engine results, especially if those links use keywords in their anchor text.
A “bad neighborhood” refers to the server where your site is hosted. A site hosted on a server that hosts other sites that spam or use black-hat SEO practices can end up penalized by search engines solely because of their proximity to those sites. In other words, be very careful about which web host you choose, what their terms of service are, and how strictly they enforce those terms if you want to avoid being penalized because of what your neighbors are doing. Linking to sites in bad neighborhoods can also have a negative effect on your search rankings.
Bandwidth can refer to two different things: the rate at which data can be transferred or the total amount of data allowed to be transferred from a web host during a given month (or other hosting service term) before overage charges are applied. It is generally referred to in term of bits-per-second (bps), kilobits per second (kbs), or other metric measurements. Lower bandwidth internet connections (such as dial-up) mean data loads slower than with high bandwidth connections (like cable or fiber).
This term is a carry-over from newspaper publishing days. In newspaper terms, “below the fold” means content was on the bottom half of the page (below the physical fold in the paper). In web design terms, “below the fold” refers to the content that is generally going to be below the point first viewable to the average website visitor in their browser (in other words, viewers would have to scroll down to see the content).
A website’s bounce rate is the percentage of people who leave the site from the same page they entered the site, without clicking through to any other pages. This can be a good indicator of how good a website’s navigation is, as well as an indicator of the quality of the site’s content (a very high bounce rate doesn’t bode well for either of those things).
Breadcrumbs are the bit of navigation elements that generally appear near the top of a give web page that show you the pages and subpages the appear before the page you’re on. For examples, on a blog, the breadcrumbs might look something like: Home > Category > Year > Month > Post (or they might be a lot simpler that that). The breadcrumbs term comes from the fairy tale “Hansel and Gretel.”
Browser refers to the program a website visitor is using to view the web site. Examples include Safari, Firefox, Google Chrome, Opera, and Internet Explorer.
Cached files are those that are saved or copied (downloaded) by a web browser so that the next time that user visits the site, the page loads faster.
Also referred to simply as CSS, Cascading Style Sheets are used to define the look and feel of a web site outside of the actual HTML file(s) of the site. In recent years, CSS has replaced tables and other HTML-based methods for formatting and laying out websites. The benefits to using CSS are many, but some of the most important are the simplification of a site’s HTML files (which can actually increase search engine rankings) and the ability to completely change the style of a site by changing just one file, without having to make changes to content.
Client-side refers to scripts that are run in a viewer’s browser, instead of on a web server (as in server-side scripts). Client-side scripts are generally faster to interact with, though they can take longer to load initially.
Also known as a CMS, the Content Management System is a backend tool for managing a site’s content that separates said content from the design and functionality of the site. Using a CMS generally makes it easier to change the design or function of a site independent of the site’s content. It also (usually) makes it easier for content to be added to the site for people who aren’t designers.
In web design terms, a comment is a bit of information contained in a site’s HTML or XHTML files that is ignored by the browser. Comments are used to identify different parts of the file and as reference notes. Good commenting makes it much easier for a designer (whether the original designer or someone else) to make changes to the site, as it keeps it clear which parts of the code perform which functions. There are different comment formats for different programming and markup languages.
See Cascading Style Sheets.
A CSS framework is a collection of CSS files used as the starting point to make XHTML and CSS web sites quickly and painlessly. They usually contain CSS styles for typography and layout.
Deprecated code is code that is no longer included in the language specifications. Generally this happens because it is replaced with more accessible or efficient alternatives.
In GIF and certain other image formats, there is a limited color palette used for each image. Because of this, not all colors in an image are presented. Dither is used to approximate these colors by combining pixels of different colors side by side.
Stands for Domain Name Service (alternately Domain Name System or Domain Name Server). Basically, it’s the thing that converts IP addresses into domain names. DNS servers are provided with the IP address of your web server when you assign your domain name to those servers. In turn, when someone types your domain name into their web browser, those DNS servers translate the domain name to the IP address and point the browser to the correct web server.
The doctype declaration specifies which version of HTML is used in a document. It has a direct effect on whether your HTML will validate.
Stands for Document Object Model. It’s a language-indpendent, cross-platform convention for representing objects in XML, XHTML, and HTML documents. Rules for interacting with and programming the DOM are specified in the DOM API.
The domain is the name by which a website is identified. The domain is associated with an IP address. Domains can be purchased with any combination of letters, hyphens (-), and numbers (though it can’t start with a hyphen). Depending on the extension (.com, .net, .org, etc.), a domain can be anywhere up to 26 to 63 characters long.
Stands for Document Type Definition. DTD is one of several SGML and XML schema languages. It provides a list of the attributes, comments, elements, entities, and notes in a document along with their relationships to each other.
Short for electronic commerce. It’s the buying and selling of goods online, through websites. Products sold through e-commerce can be physical products that require shipping, or digital products delivered electronically.
An elastic layout is one that uses percentages and ems for widths paired with a max-width style to allow the site layout to stretch when font sizes are changed. It’s ability to flex to accommodate the browser width and reader’s font preferences are where it gets its name.
In XML, an element is the central building block of any document. Individual elements can contain text, other elements, or both.
Em is a unit of measurement for sizing fonts and other elements within a web page relative to the item’s parent element. A 1em font is equal to the point size for the font already defined in the parent element (2em would be twice the current size; .5em would be half the current size).
An embedded style is a CSS style written into the head of an XHTML document. It only effects the elements on that page, instead of site-wide as a separate CSS file does. Style in an embedded style sheet will override styles from the linked CSS file.
Ex is a measurement for font height or size relative to the height of a lowercase “x” in that font family.
Otherwise known as XML. XML is a markup language used for writing custom markup languages. In other words, XML describes how to write new languages (it’s sometimes referred to as a “meta” language because of this). It also serves as a basic syntax that allows different kinds of computers and applications to share information without having to go through multiple conversion layers.
This is a CSS document that is written in a separate, external document. The biggest advantage to using an external style sheet is that it can be linked to by multiple HTML/XHTML files (which means changes made to the style sheet will effect all the pages linked to it without having to change each page individually).
Favicons are tiny (generally 16×16 pixels, though some are 32×32 pixels), customizable icons displayed in the web address bar in most browsers next to the web address. They’re either 8-bit or 24-bit in color depth and are saved in either .ico, .gif or .png file formats.
A fixed width layout has a set width (generally defined in pixels) set by the designer. The width stays the same regardless of screen resolution, monitor size, or browser window size. It allows for minute adjustments to be made to a design that will stay consistent across browsers. Designers have more control over exactly how a site will appear across platforms with this type of layout.
See Liquid Layout
The focal point of a web site is the spot on a web page that they eye is naturally drawn to. This could be an image, a banner, text, Flash content, or just about anything else. You want to make sure that whatever is acting as your focal point is the most important part of your site.
The fold is a term carried over from newspaper design and pagination (where the fold referred to the physical fold in the paper). The fold in a website is the point on the webpage that rests at the bottom of someone’s browser (in other words, to see anything below the fold, they would have to scroll down). There are varying opinions on how important the fold is in web design.
Font family is a group designation for defining the typefaces used in CSS documents. The font family tag generally lists multiple fonts to be used, and usually ends with the generic font category (such as “serif” or “sans-serif’).
In CSS, the font style refers solely to whether a font is italic or not.
The font weight refers to how thick or thin (bold or light) a font looks.
The front-end is basically the opposite of the back-end. It’s all the components of a website that a visitor to the site can see (pages, images, content, etc.) Specifically, it’s the interface that visitors use to access the site’s content. It’s also sometimes referred to as the User Interface.
Graceful degradation refers to a website’s ability to have elements that may take advantage of the capabilities of newer browsers done in a way that allows users with older browsers to still view the site in a manner that at least allows access to basic content. It also applies to making sure that if one small portion of your site doesn’t work in someone’s browser, it doesn’t break your entire site for them.
Also referred to by its acronym: GUI. A graphical user interface uses an input device (like the mouse) and visual representations of how the user is able to interact with a web application. In other words, it’s all the front-end stuff you see on a web application. It’s purpose is to allow you to interact with a web application without having to enter code.
Also referred to a “hex” numbers, they are a base-16 numbering system used to define colors online. Hex numbers include the numerals 0-9 and letters A-F. Hexadecimal numbers are written in three sets of hex pairs. Because screen colors are RGB (Red, Green, Blue), the first pair defines the red hue, the second pair defines the green hue, and the third pair defines the blue.
Contrary to popular belief, a hit does not represent a single visitor to a website. A hit is actually a request for a single file from your web server. This means one page can actually generate multiple hits, as each page generally has more than one file (an html or other base file, a css file, multiple images, etc.) and each one is requested from the server whenever the page is loaded. Some marketing people like to quote hits to unknowing consumers as the number makes their site sound like it’s getting a whole lot more traffic than it actually is.
The .htaccess file is the default directory-level configuration file on Apache servers. They are also known as “distributed configuration files.” Configuration directives contained in the .htaccess file apply to the directory in which the file is placed as well as all of its subdirectories. Within the .htaccess file things like authorization and authentication, rewriting of URLs, cache control and customized error responses can all be specified.
Stands for Hypertext Markup Language. It’s the primary language used to write web pages. HTML is primarily intended as a way to provide content on websites (with CSS handling the layout and stylistic options), though it can also be used to determine how that content is displayed.
Also referred to as an HTML element, an HTML tag is the bit of code that describes how that particular piece of the web page it’s on is formatted. Typical tags specify things like headings, paragraphs, links, and a variety of other items.
Stands for HyperText Transfer Protocol. HTTP is a set of rules for transferring hypertext requests between a web browser and a web server.
Similar to HTTP, HTTPS stands for HyperText Transfer Protocol over SSL (Secure Socket Layer) or, alternately, HyperText Transfer Protocol Secure. Like HTTP, it’s a set of rules for transferring hypertext requests between browsers and servers, but this time it’s done over a secure, encrypted connection.
A hyperlink is a link from one web page to another, either on the same site or another one. Generally these are text or images, and are highlighted in some way (text is often underlined or put in a different color or font weight). The inclusion of hyperlinks are the “hyper” part of “hypertext.”
Hypertext is any computer-based text that includes hyperlinks. Hypertext can also include presentation devices like tables or images, in addition to plain text and links.
Short for Inline Frame. An iframe is used to display one or more web pages within another normal web page (one that isn’t a frameset page).
An image map is used in XHTML to allow different parts of an image to become different clickable elements (and can also allow some portions of the image to have no clickable element).
In CSS, elements that don’t have a pre-defined style will take on the style of their parent element within the document tree.
Elements with CSS written directly around the element it affects, instead of in a separate style sheet or header style.
Stands for Linux, Apache, MySQL, and PHP (or sometimes Perl or Python), and is referring to the specifications of a web server (defining the operating system, web server, database, and scripting language, in that order). One of the advantages of LAMP setups is that the software used is all free and open source.
A landing page is the page where a visitor first enters a website. Oftentimes, a special landing page is created to elicit a specific action from the new visitor (usually in connection with an advertising or marketing campaign).
A link farm is any website setup specifically to increase the link popularity of other websites by increasing the number of incoming links to that site. While some link farms are single pages listing unrelated links, others consist of networks of sites that contain multiple links back and forth to one another. Search engines can generally recognize these types of schemes and often remove link farms from their directories and penalize the sites linking to and from them.
A liquid layout is one that is based on percentages of the browser window’s size. The layout of the site will change with the width of the browser, even if the visitor changes their browser size while viewing the page. Liquid layouts take full advantage of a person’s browser width, optimizing the amount of content you can fit onscreen at one time.
This refers to the coding applied to a text document to change it into an HTML, XML, or other Markup Language document.
Meta data is the data contained in the header that offers information about the web page that a visitor is currently on. The information contained in the meta data isn’t viewable on the web page (except in the source code). Meta data is contained within meta tags.
A meta tag is an HTML tag used to include meta data within the header of your web page.
Navigation refers to the system that allows visitors to a website to move around that site. Navigation is most often thought of in terms of menus, but links within pages, breadcrumbs, related links, pagination, and any other links that allow a visitor to move from one page to another are included in navigation.
Nesting refers to putting one HTML element within another element. When this is done, the elements have to be closed in the reverse order from how they were opened.
A non-breaking space (also referred to as ) is a white-space character that isn’t condensed by HTML. It’s primary function is to hold open table cells or add spacing between words (or a the beginning of paragraphs if an indent is desired).
Open source refers to the source code of a computer program being made available to the general public. Open source software includes both web-based and desktop applications. Open source programs are generally free or very low cost and are developed by teams of people, sometimes comprised mostly of volunteers.
A pageview is a request for an entire web page document from a server by a visitor’s browser. In other words, for each page view your site had, someone (or a search engine spider) looked at that page.
Short for “permanent link.” Generally used only on blogs, a permalink is a link that is the permanent web address of a given blog post. Since most blogs have constantly-changing content, the permalink offers a way for readers to bookmark or link to specific posts even after those posts have moved off the home page or primary category page.
A plug-in is a bit of third party code that extends the capabilities of a website. It’s most often used in conjunction with a CMS or blogging platform. Plug-ins are a way to extend the functionality of a website without having to redo the core coding of the site. Plugins can also refer to bits of third-party software installed within a computer program to increase its functionality.
Progressive enhancement is a strategy for web design that uses web technologies in a layered fashion that allows everyone to access the basic content and functionality of a web page, using any browser or Internet connection, while also providing those with better bandwidth or more advanced browser software an enhanced version of the page.
Property is a CSS term and is roughly equivalent to an HTML tag. Properties are what define how a style should appear on a given web page.
A pseudo-element is an element used to add a special effect to certain selectors.
Like pseudo-elements, pseudo classes are used to add special effects to certain CSS selectors.
Also referred to as RSS. RSS is a standardized XML format that allows content to be syndicated from one site to another. It’s most commonly used on blogs. RSS also allows visitors to subscribe to a blog or other site and receive updates via a feed reader.
Refers to the physical number of pixels displayed on a screen (such as 1280×1024). Unlike in print, display resolution does not refer to the number of pixels or dots per inch on a computer screen, as this can be changed by changing the resolution of the screen (which, of course, does not change the physical size of the screen). The resolution of an image, however, is often referred to in terms of pixels per inch, though this has very little effect on how the image is displayed on screen.
Generally, a schema is an XML document used in place of a DTD to describe other XML documents.
In CSS, the selector is the item a style will be applied to.
In semantic markup, content is written within XHTML tags that offer context to what the content contains. Basic semantic markup refers to using items like header and paragraph tags, though semantic markup is also being used to provide much more useful context to web pages in an effort to make the web as a whole more semantic.
Server-side refers to scripts run on a web server, as opposed to in a user’s browser. Server-side scripts often take a bit longer to run than a client-side script, as each page must reload when an action is taken.
Stands for Standard Generalized Markup Language. It’s a markup language used for defining the structure of a document. SGML isn’t mentioned very often, but it’s the markup language that serves as the basis for both XML and HTML.
Stands for Simple Object Access Protocol. It’s an XML-based protocol exchanging information across the internet to allow an application on one site to access an application or database on another site.
A specification is a document that offers an explicit definition and requirements for a web service or technology and generally includes how the technology is meant to be used, along with the tags, elements, and any dependencies.
A tag is a set of markup characters that are used around an element to indicate its start and end. Tags can also include HTML or other code to specify how that element should look or behave on the page. See also HTML Tag.
A template is a file used to create a consistent design across a website. Templates are often used in conjunction with a CMS and contain both structural information about how a site should be set up, but also stylistic information about how the site should look.
Stands for Uniform Resource Locator. A site’s URL is its address, the item that specifies where on the Internet it can the found.
Usability refers to how easy it is for a visitor to your site to use your site in its intended manner. In other words, are navigation, content, images, and any interactive elements easy to use, functioning the way they were intended, and that your intended target visitor will not need any special training in order to use your site.
Valid web pages are those that return no errors based on the type of HTML/XHTML specified in the doctype declaration at the beginning of the file. In other words, the code used on the page conforms to the specifications for that version of HTML/XHTML. This can be checked through various validation services, most commonly the one from W3C.
A web page is a single document, generally written in HTML/XHTML, meant to be viewed in a web browser. In many cases, web pages also include other coding and programming (such as PHP, Ruby on Rails, or ASP). Web sites are generally built from multiple interlinked web pages.
A web server is a computer that has software installed and networking capabilities that allow it to host web sites and pages and make them available to internet users located elsewhere. There are a few different setups that can be used for a web server, including the LAMP setup mentioned earlier.
Standards are specifications recommended by the World Wide Web Consortium for standardizing website design. The main purpose of web standards is to make it easier for both designers and those who create web browsers to make sites that will appear consistent across platforms.
Stands for Extensible Hypertext Markup Language. Basically, XHTML is HTML 4.0 that has been rewritten to comply with XML rules.
Stands for Extensible Markup Language. XML is a specification for creating other, custom markup languages. It’s an extensible language because it allows for the user to define the mark-up elements.
Cameron Chapman is a professional Web and graphic designer with over 6 years of experience. She also writes for a number of blogs, including her own, Cameron Chapman On Writing.
A complete list of the free tools from Google which can help with your Search Engine Marketing. I have never seen them together in a single list, so I've created one. This list will grow, so please let me know of any I'm missing or which you find most useful.
One of the most popular takeaways from my Search Engine Marketing and Digital campaigns training courses are free tools from Google to help with online marketing analysis. Most marketers don't know they exist!
I have been referencing them for years, starting with the Google Keyword Sandbox about 5 years ago, but the number keeps growing with 5 or 5 good new tools in 2008. I've never seen them all listed in one place with a description of what they are best for, hence this list
Which is your favourite? Mine is the Google Keyword Tool which shows you how the customer thinks when they search - what qualifiers do they add as they look for products and suppliers.