Politix.ie design and analytics report.
Published on: Mar 4, 2016
Transcripts - Politix.ie design and analytics report.
Assessment Submission Form – MIS10040:Web Design and Analytics
1. Planning and PreparationProposition DevelopmentWho are our customers or audience?Our primary target market are young people who are eligible to vote and are looking forinformation on Ireland’s political landscape and parties. We offer them the chance tocompare and contrast all the different policies from the parties and help them come to aninformed decision. Our services include a detailed breakdown of the parties’ values historiesand policies. We also offer an explanation of the political spectrum, links to various otheryouth organisations and details on how to register to vote.Keyword DiscoveryGenerate a list of search words and phrases that users might use to find our site. Irish Politics Labour Party How to Vote in Irish legislations Information for Political Ireland & Acts Voters Website Political parties 1916 Rising How to Get Political Science Irish Irish Political Involved in Irish Government Life PoliticsPolitical Spectrum Young Fine Irish General Political Left Civil War Political life Gael Election Political History Ogra Dail Members Political Right Political Party Politics Ireland Ideologies Irish Political Irish Politics Dail Political The Most Political Policy Parties Independents Analysis Important Analysis Political Party in Ireland Fine Gael Irish Political United Left Political Political What Are System Alliance Ideology in Positions Politics Ireland Fianna Fail Republic of Irish Youth Get Involved Liberal politics About politics Ireland Politics into politics Sinn Fein How Irish Civil Rights Political Progressive Women in Politics Work Viewpoint Politics Politics Irish Political Irish Political Irish Political Irish Political Independents Irish Parties Policies Spectrum History Analysis IndependentsFianna Fail Policies Sinn Fein Fine Gael Labour Party Irish Political United Left Policies Policies Policies Policies Alliance Policies Green Party Green Party Irish Politicians Enda Kenny An Taoiseach Eamonn Policies Gilmore
Keyword AnalysisBalancing the keyword popularity to determine overall opportunity. Comparewith top 5 competitor’s web sites.Having scanned the Online Irish Political Information market closely, we concluded that ourproduct is, for the most part, original. The majority of Irish Political websites offer eitherCurrent Affairs News or a forum where Current Affairs could be discussed. Therefore, as aresult of our original product, the opportunity for high traffic creation is relatively high.However, although our product may differentiate us from our competitors, we believe thatin terms of keywords there is little difference between us. Ultimately, Politix.ie will want toattract the same audience as that of our competitors. Thus, the importance of keywordssuch as “Irish Politics”, “Fianna Fail Policies”, or “Irish Political Parties”, will be as importantfor Politix.ie as it would be for any of our competitors.Having analysed our market, the following websites were determined to be our maincompetitors:List of Competitor WebsitesWebsite name: Most popular keywords used:http://www.politics.ie/ Irish politics, News & Current affairs website, Featuring breaking news, Discussion & reaction from politics In Ireland.http://www.boards.ie/ (politics part) Politics, Ireland, Irish, chat, forum, forums, discussion, bulletin board, ask, share, information.Http://www.politico.ie/ Irish Politics, Ireland, Politics, Current Affairs, Tonight with Vincent Browne, Irish News, Media, Irish Politicians, Dail.http://www.kildarestreet.com/ Parliament, Ireland, Dublin, Kildare Street, TD, TDs, Senator, Senators, Debates, Parliamentary Record, Dail.http://www.peoplesrepublicofcork.com/ News & Current affairs website, Featuring(forum – political part) breaking news.From analysing our competitor’s use of keywords we concluded that they do not have thebest keyword strategy in place. For the most part, they only use a select few of the mostpopular keywords related to their websites. There are even some cases, where their choiceof keyword is not optimal. For example, www.politics.ie is a forum for discussing politicalcurrent affairs, yet neither the “Political Forum” nor “Irish Political Forum” is included in itskeywords.
From analysing all of our competitors as a group the most popular keywords utilised are asfollows: - Irish politics - Political news - News & current affairs - IrelandIt can be concluded that our assumption of having similar keywords to that of ourcompetitors was incorrect, and in fact, only the main political words offer similarities.Politix.ie utilises a vastly superior quantity and quality of keywords, which thus gives us acompetitive advantage. Furthermore, as our website encompasses several different aspectsof politics, from parties to spectrums, we will be using these additional keywords which willonce again give us an advantage over our competitors.Overall, based on the comparison with our competitors, it can be concluded that the qualityand quantity of keywords offered by Politix.ie is of a superior quality.Keyword Deployment:When developing our keyword strategy we carefully studied our website content andattempted to link the most popular keywords to the content. For example the top fivekeywords listed above will be included on the main page and the second most importantpage – political parties.As can be seen from the image below, one of the most popular keywords, “Political Parties”,is a title for one of our web pages. Furthermore, “Irish Political History” is also included inthe title bar.
As can be seen from the image below, “Political Parties” once again features as a header forthis page. Other keywords of both primary and secondary importance are also visible on thepage.Keyword Prominence:Keyword prominence denotes how close to the start of an area of a page that a keywordappears. As can be seen from the image below, it can be said that the keywords/phrases aresituated close to the beginning or end of each sentence. In comparison to our competitors,we believe we did a good job in terms of keyword prominence.Keyword Proximity:Keyword proximity denotes how close keywords are to each other on web pages. As can beseen from the examples shown on the next page, in the majority of cases we also managedto ensure very good keywords proximity.
Keyword DensityKeyword density denotes the ratio (percentage) of keywords contained within the totalnumber of indexable words within a web page. Thanks to good word choice, managementand planning we managed to keep the keyword density under 10% in every single case. Forexample, on the home page we have a total of 192 words, 13of which are keywords. Thus,the home page has a keyword density of 6.7%. Another example of good keyword densitymanagement is shown in the “Political Parties” page. There are 225 words in total on thepage including 20 keywords, which accounts for 8.8% of the total number of words. Overall,we are confident that Google will not classify our website as spam and thus we will not bepenalized.Moreover, most of the keywords utilised connected users with our main pages including:Political history, Get involved, Political parties and Home page. These keywords will linkusers with the content of the website which, we believe, is instantly easily found by users.This will, in theory, increase the amount of new users and keep the bounce rate at theminimum level.Overall, we believe that our keyword proximity, density and prominence strategies willincrease our page ranking and surpass that of our competition.
2. The SEO campaignSearch engine optimization (SEO) is the process of affecting the visibility of a website or aweb page in a search engines "natural" or un-paid search results. Traditionally, SEO is splitinto two categories, on page optimisation and off page optimisation.On Page OptimizationOn-page optimization refers to factors that have an effect on the website listing in naturalsearch results. In other words, on page optimisation includes everything done to optimisethe website internally, thus it is controlled by the coding on your page. Examples of on-pageoptimization include actual HTML code, Meta tags, keyword placement and keyworddensity. In contrast, off page optimisation refers to everything done externally to optimisethe websites search engine performance. This includes link-building, social media, etc.As mentioned in the previous section, we believe our on page optimisation was to a highstandard. Our keywords, keyword placement, keyword proximity and keyword density wereall concluded to be superior to that of our competitors. Thus, we believe we have beensuccessful in this area.Page Rank and Landing LinksGoogle’s PageRank algorithm ranks the importance of every individual page it has found onthe web in relation to the search. Every page is assigned a ranking, from 1 through 1, withthe most important pages, like Google.com, being given a 10. All other pages scaledownward from there. The higher the sites ranking, the higher it will appear on Google’ssearch results and thus the greater success the site will have.In order to improve a site’s PageRank more inbound links need to be developed to the site.In other words, other pages and sites need to have links to your pages and site. Specifically,Google considers each link to a site a vote for the site. The more votes you have, the morepopular your site will be.The popularity of the sites that have inbound links is also a major factor. The more votesobtained from popular sites, the better off the site will be. Furthermore, the page ranks ofthe sites with the inbound links also matters. Preferably these sites will have higherPageRank’s than your own.It is, however, more important to look at the PageRank of the actual linking page, not thehome page, of that other site to your own. It is important to note that it is PageRank, notSite Rank. This means that PageRank throughout the course of a site can have varyingvalues.In order to increase our page rank we are planning on linking our site with those of severalyouth political parties in Ireland. Thankfully, one of the members of our team is leader of
UCD Young Fine Gael, thus the possibility of this happening is high. Furthermore, bycontacting other political, informative, and education websites we believe we will be able toincrease our page rank. For the time being, by including a link to our site on various user-generated content sites, such as Wikipedia, will have to suffice for improving our page rank.Paid Search: AdwordsGoogle AdWords is Googles main advertising product and Google’s main source of revenue.Its success is unquestionable with Googles total advertising revenues reaching USD$28bn in2010.AdWords operates a pay-per-click model, i.e., cost-per-click (CPC) advertising, cost-per-thousand-impressions or cost-per-mille (CPM) advertising, and site-targeted advertisingfor text, banner, and rich-media ads. AdWordscan be used locally, nationally, and/orinternationallydepending on the advertisers preference.Google’s most sophisticated form of advertisement is text advertisements. Theseadvertisements are short in length, consisting of one headline consisting of 25 charactersand two additional text lines consisting of 35 characters each.In future once our website is fully operational we plan to purchase a small amount ofadvertising with Google AdWords in order to help establish the site, increase the pageranking and therefore increase the number of hits. However, these AdWords will not bepurchasedfrom the perspective of a business investment as our website does not offer apurchasable product, thus potential return on investment is low. Moreover, as our site isgenerally an informative one, it is unlikely that there’ll be a demand for advertisements.However, if we do generate enough users then this would become a distinct possibility.Making the Map: Local search, Google maps, language optimisationLocal search optimisation involves ensuring that your website appears in the top hits of aninternet search such as a Google search in your specific local area. In our case the specificlocal area is Ireland. This is obviously a top priority for any website as the majority of hits awebsite receives will be through internet searches by our target market.In order to ensure significant hits on internet searches we firstly had to establish keywordswhich our target market would likely enter into a search engine. Once we had decided onthese keywords, as seen previously, we endeavoured to include the correct quantity ofthese words in the website content, and meta-tags. This should ensure that any youngperson who does an internet search looking for information on Irish politics, how to vote, orhow to get involved in Irish politics, should be directed towards our site.Secondly, we are in the process of getting the website featured on the websites of several ofIreland’s young political parties, as well as political forums and other relevant sites in orderto in order to increase our sites page rank. This process will ensure our site is linked to asmany high profile websites as possible, and that our target market becomes aware of ourwebsite.
In terms of Google Maps, as we currently do not have a physical location to tag ourselveson, we cannot avail of this SEO tool. Upon finding a location which we are legally allowed touse, this tool will be implemented.The language of our site is also optimised to ensure significant hits on Google searches fromour target market. As our sole focus is Irish politics, the English language is all that’srequired. Moreover, as mentioned previously, our keyword selection was carefully chosento a high standard, thus we have taken full advantage of language optimisation.3. Tracking and TuningWhich pages are effective and which are not;The most effective page at the moment is the political parties’ web page. It currently has anaverage page length view of 0 minutes and 49 seconds which is perfect for a navigationpage with a small amount of information on each possible navigation choice.Another effective page is the Irish Political History page, with an average page length viewtime of 1 minute and 3 seconds. Once again as this is a navigation page with a small amountof information on each possible navigation choice available, this time length is acceptable.Moreover, with an exit rate of 4.88%, the majority of users have clearly found what they arelooking for and moved on to further pages.The least effective page on the website at the moment is the home page with an averagepage length view of 1 minute and 35 seconds. Although this page is pleasant on the eye, andthere are a number of different sections to read about, 1 minute and 35 seconds is too longa time for the users to find what they are looking for. Although the average bounce rate of35% is acceptable, the exit rate of 31.37% is too high and improvements need to be made toimprove this.Which pages are the most popular?A table of the most popular pages can be seen below:Page Name Page Views Page Views (%)Index 112 39.86%Political Parties 51 18.15%Irish Political History 40 14.59%It is no surprise that the home page is the most popular page on the website, as that is thepage the majority of people would be referred to. The second most popular page, PoliticalParties, is one of the main features of the site thus; it is not surprising that this page isperforming well. Finally, it is slightly surprising that the Irish Political History page isperforming well, as there are more attractive pages on the site, however considering theamount of valuable content this page has, it is understandable.
What was the bounce rate?The bounce rate for our website was 40.43%, which although above Google’s optimumbounce rate of 30%, was significantly lower than the average bounce rate for a website in2011 at 47%.How long are visitors spending on these pages?On average, users spend approximately 5 minutes and 37 seconds on the site andapproximately 1 minute and 9 seconds on each page. In comparison with the average timespent on a website, our statistics are particularly encouraging. According to Google, theaverage time spent on a website in 2011 was 5 minutes and 23 seconds, slightly below ouramount.What devices/browsers are users utilising?Approximately 29.7% of our views are from mobile devices, 86% of these views have comefrom iPhones and the remaining 14% from iPads.Overall, the remaining 70.3% of views on the site have come through browsers. As can beseen from the chart below, the most popular browser is Google Chrome. Percentage of Visits per Browser 13% Chrome Safari 31% 56% FirefoxTrack geographic locations and traffic trends over timeLocation Percentage of VisitsDublin, Ireland 75%Dundrum, Ireland 20.8%Cork, Ireland 2.1%Birmingham, UK 2.1%As can be seen from the table above our traffic has thus far mainly come from the Dublinarea. This is of no surprise considering UCD’s location, the main source of traffic due to theon-going development process. The views from locations such as Cork and Birmingham have
come from personal referrals from members of our team and we do not expect many UKonline users to be interested in Irish Politics.In the future we expect the traffic to be focused in Dublin, due to its large population;however we also expect other cities and towns throughout the country to featureprominently. As this site is politically and geographically unbiased, there is no reason as towhy this would not be the case in the near future.The current obstacles blocking this from happening include issues with the search engineswhich will be explained in the upcoming sections.A full and realistic picture of your traffic at any point in time Number of Visits to the Site 14 12 10 Number of 8 Visits 6 4 Visits 2 0 10/21/12 10/23/12 10/25/12 10/27/12 10/29/12 10/31/12 11/14/12 11/16/12 11/18/12 11/20/12 11/02/2012 11/04/2012 11/06/2012 11/08/2012 11/10/2012 11/12/2012 DateAs mentioned previously, as our site is in the nascent stage it would be pointless to calculatethe average number of users per day. Once our site is firmly established, the greateramount and quality of analytical data can be put to better effect. Moreover, once the issueswith the search engines, as mentioned below, are dealt with we believe the number of visitsour sites receives will increase significantly.Which search engine sends the most traffic to your site?As our website is currently hosted on 000webhost, and contains “webege” in the domainname, we currently cannot feature on any search engines. Google currently marks allwebsite with “webege” in the domain name as spam due to previous malicious websites.However, we are in the process of obtaining the “Politix.ie” domain name, and thus thisissue will not be a problem in the near future.Analyze Conversion rates of keywords, landing pages and referrersAs a result of the above we cannot analyse the conversion rates of keywords, or referrers.However, once the solution to this issue is implemented, the analytical data will be utilisedto its full effect.
We can however analyse our landing and exit pages. As can be seen from the pie chartbelow, the most popular landing page is undoubtedly our home page. The second highestlanding pages are Fianna Fail and the Independents. This came as a surprise to our team asthe content on these webpages is quite specific, unlike the general home page. Landing Pages 4% 2% 4% Home Page Fianna Fail Independents Political Specturm 90%As can be seen from the Exit Pages pie chart below the most popular exit page was theHome Page. As proven by the bounce rate, this does not mean people are coming to the siteand then immediately leaving. Rather, it means that having searched the website, they thenreturn to the home page to look for more content, and then leave upon not findinganything. Exit Pages 2% 4% 2% Home Page 4% Political Parties 6% Contact Us 6% 42% History Political Spectrum 1920 12% Independents 1910 18% Fianna FailWhat changes did you make to your web site as a result of data gatheredfrom Google Analytics?As a result of the data gathered from Google Analytics we made a number of changes to ourwebsite. Firstly, when we recognised that a high percentage of users were viewing the website from
mobile devices, we decided to optimise the site for mobile. As can be seen from the image below,we brought in the borders of the page and optimised the size of the texts so it would be easier touse on mobile. Moreover, we also made the buttons on the navigation menu larger so they would beeasier to select on touch screens.In the future, when issues regarding the search engine are solved, we will analyse the effectivenessof the chosen keywords, their density, and proximity. From previous initial analysis, we concludedthat the words chosen, their density and proximity should be optimal in theory. Whether or not thiswill be the case in practice remains to be seen.