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• How to Use Web Analytics to Improve SEO

  5 janvier 2022, par erin — Analytics Tips

  Everyone wants their website to rank highly in Google — and that’s exactly why the world of SEO is so competitive.

  In order to succeed in such a crowded space, it’s essential to equip yourself with the right tools and processes to ensure your website is maximally optimised for search engines.

  If you’d like to improve your website’s SEO rankings, leveraging web analytics is one of the best places to start. Web analytics provides valuable insights to help you assess performance, user behaviour and optimisation opportunities.

  In this blog, we’ll cover :

  The basics of SEO and web analytics

  Before we discuss how to use web analytics for SEO, let’s start with a quick explanation of both.

  SEO (Search Engine Optimisation) encompasses a broad set of activities aimed at increasing a website’s position in search engine results pages (SERPs). When a user enters a query (e.g. ‘marketing agencies in Dallas’) in a search engine, the websites that appear near the top of the page are optimised for search engines and therefore ranking for that particular term. 

  Web analytics refers to the monitoring/assessment of metrics that track traffic sources and user behaviour on a website. This involves the use of a web analytics tool to collect, aggregate, organise and visualise website data so that meaningful conclusions can be drawn.

  The importance of website analytics for SEO

  SEO revolves around search engine algorithms – a set of rules that dictates a website’s ranking for a given search query (i.e. keyword). The algorithm takes numerous factors into account to determine a particular site’s SERP ranking. So, to achieve strong SEO, your website needs to exhibit qualities that the algorithm deems important. That’s where web analytics comes into play.

  Web analytics allows you to track key metrics and data points that affect how the algorithm ranks your website. For example, how much time do users spend on your site ? Which external links are referring traffic to your site ? How do your site’s Core Web Vitals stack up ? 

  Understanding this data will supply you with the insights needed to make positive adjustments, ultimately improving your website’s SEO. 

  How do you analyse a website for SEO ?

  The SEO analysis of a website needs to be focused on relevant data that’s applicable to search engine rankings. When conducting your website SEO analysis, here are some notable metrics and data fields to pay attention to :

  1. Bounce rate and dwell time

  These metrics denote how much time users spend on your website. If users frequently exit your site after only a few seconds, Google may view this as a negative indicator. To reduce bounce rate and increase dwell time, you should work towards making your site’s content more captivating and ensuring that there aren’t any technical issues with your site (e.g. pages taking too long to load or not optimised for mobile).

  

  2. Broken/dead links

  Perform a technical analysis to scan your website for faulty links. If your site contains broken links that lead to 404 pages, this can detract from your website’s SEO rankings. Redirect those links to a related page or remove them.

  

  Matomo’s Crawling Errors report can give you instant access to this technical information so you can resolve it before it begins to impact your ranking.

  3. Scroll depth

  Measuring scroll depth (how far users scroll down the page) can help you gauge the quality of your content — and this goes hand-in-hand with bounce rate and dwell time. To assess scroll depth, you can use a Tag Manager to track the specific scroll percentage on your site’s pages.

  4. Transitions

  Studying how users transition from page to page within your site can help you understand their behaviour more holistically. Which pages do they tend to gravitate towards ? Are there CTAs on your blog that aren’t driving many click-throughs ? Optimising user journeys will, in turn, elevate the overall user experience on your site.

  

  5. Internal site search

  You can use site search tracking and reporting to learn what your audience is looking for. If you notice a trend (e.g. the majority of searches are for pricing because your pricing page isn’t in the navigation menu), this can inform both site architecture and content planning.

  

  Ecommerce sites in particular should be monitoring branded queries, especially in regards to brand misspellings that could be causing users to bounce off the site.

  6. Segments

  Separating your visitors into distinct segments can produce granular insights that paint a more accurate picture.

  For example, perhaps you notice that your bounce rate is far higher on mobile, or with users from the UK. In both cases, this knowledge will provide clarity on where to focus your optimisation efforts (e.g. mobile responsiveness, UK-specific content/landing pages, etc.).

  

  7. Acquisition channels

  It’s crucial to analyse where your website traffic is coming from. Among other things, reviewing your acquisition metrics will reveal which external websites are referring the most traffic to your website. 

  Links from external sites (also known as backlinks) are one of the most important ranking factors because this tells Google that your site is reputable and credible. So, you may choose to cultivate a relationship with these sites (or similar sites) by offering guest blogging and other link building initiatives.

  

  In addition to the above, you should also be monitoring your Core Web Vitals — which leads us to our next section.

  What are Core Web Vitals and why are they important ?

  Core Web Vitals are a set of 3 primary metrics that reflect the general user experience of a website. These metrics are load time, interactivity and stability. 

  1. Load time (LCP) refers to the amount of time it takes for your website’s text and images to load.
  2. Interactivity (FID) refers to the amount of time it takes for user input areas (buttons, form fields, etc.) to become functional.
  3. Stability (CLS) refers to the visual/spatial integrity of your website. If text, images, and other elements tend to suddenly shift position when a user is viewing the site, this will hurt your CLS score.

  

  So, why are these Core Web Vitals metrics important for SEO ? Generally speaking, Google prioritises user experience — and Core Web Vitals affect users’ satisfaction with a website. Furthermore, Google has confirmed that Core Web Vitals are, indeed, a ranking factor.

  Matomo enables you to track metrics for Core Web Vitals which we refer to as SEO Web Vitals.

  How to measure and track keyword performance

  We can’t talk about SEO and analytics without touching on keywords. Keywords (the words/phrases that users type in a search engine) are arguably the most cardinal component of SEO. So, outside of website performance, it’s also necessary to track the keywords your website is ranking for. 

  Recall from above that SEO is all about ranking highly on SERPs for certain search queries (i.e. keywords). To assess your Search Engine Keyword Performance, you can use an analytics tool to view Keyword reports for your website. These reports will show you which keywords your site ranks for, the average SERP position your site achieves for each keyword, the amount of traffic you receive from each keyword, and more.

  

  Digging into your keyword performance can help you identify valuable keyword opportunities and improvement goals.

  For example, upon reviewing your highest-traffic keywords, you may choose to create more blog content around those keywords to bolster your success. Or, perhaps you notice that your average position for a high-intent keyword is quite low. In that case, you could implement a targeted link building campaign to help boost your ranking for that keyword. 

  Final thoughts

  In this article, we’ve discussed the benefits of web analytics — particularly in regards to SEO. When it comes to selecting a web analytics tool, Google Analytics is by far the most popular choice. But that doesn’t make it the best.

  At Matomo, we’re committed to providing a superior alternative to Google Analytics. Matomo is a powerful, open-source web analytics platform that gives you 100% data ownership — protecting both your data and your customers’ privacy.

  Try our live demo or start a free 21-day trial now – no credit card required.

• ISO-9660 Compromise, Part 2 : Finding Root

  25 octobre 2021, par Multimedia Mike — General

  A long time ago, I dashed off a quick blog post with a curious finding after studying the ISO-9660 spec : The format stores multi-byte numbers in a format I termed “omni-endian”– the committee developing the format apparently couldn’t come to an agreement on this basic point regarding big- vs. little-endian encoding (I’m envisioning something along the lines of “tastes great ! … less filling !” in the committee meetings).

  I recently discovered another bit of compromise in the ISO-9660 spec : It seems that there are 2 different methods for processing the directory structure. That means it’s incumbent upon ISO-9660 creation software to fill in the data structures to support both methods, because some ISO-reading programs out there rely on one set of data structures while the rest prefer to read the other set.

  Background

  As a refresher, the “ISO” extension of an ISO file refers to the ISO-9660 specification. This is a type of read-only filesystem (i.e, the filesystem is created once and never updated after initial creation) for the purpose of storing on a read-only medium, often an optical disc (CD-ROM, DVD-ROM). The level of nostalgic interest I display for the ISO-9660 filesystem reminds me of my computer science curriculum professors from the mid-90s reminiscing about ye olden days of punchcard programming, but such is my lot. I’m probably also alone in my frustration of seeing rips of, e.g., GameCube or Xbox or 3DO games being tagged with the extension .ISO since those systems use different read-only filesystems.

  I recently fell in with an odd bunch called the eXoDOS project and was trying to help fill in a few gaps. One request was a 1994 game called Power Drive for DOS.

  
  
  

  
  

  My usual CD-ROM ripping method (for the data track) is a simple ‘dd’ command from a Linux command line to copy the string of raw sectors. However, it turned out to be unusually difficult to open the resulting ISO. A few of the the options I know of worked but most didn’t. What’s the difference ?

  Methods that work :

  • Mounting the file with the Linux iso9660 kernel module, i.e.,

    mount -t iso9660 /dev/optical-drive /mnt

    or

    mount -t iso9660 -o loop /path/to/Power-Drive.iso /mnt

  • Directory Opus
  • Windows 10 can read the filesystem when reading the physical disc
  • Windows 10 can burn the ISO image to a new CD (“right click” -> “Burn disc image”) ; this method does not modify any of the existing sectors but did append 149 additional empty sectors

  Methods that don’t work :

  • fuseiso
  • Dosbox
  • Winrar
  • 7zip
  • Daemon Tools
  • Imgburn
  • Internet Archive’s ISO lister (“View contents” on the ISO file)

  Understanding The Difference

  I think I might have a handle on why some tools are able to process this disc while most can’t. There appears to be 2 sets of data structures to describe the base of the filesystem : A root directory, and a path table. These both occur in the first substantive sector of the ISO-9660 filesystem, usually sector 16.

  A compact disc can be abstractly visualized as a long string of sectors, each one 2,352 bytes long. (See my Grand Unified Theory of Compact Disc post for deeper discussion.) A CD-ROM data track will contain 2048 bytes of data. Thus, sector 16 appears at 0x8000 of an ISO filesystem. I like the clarity of this description of the ISO-9660 spec. It shows that the path table is defined at byte 140 (little-endian ; big comes later) and location of the root directory is at byte 158. Thus, these locations generally occur at 0x808c and 0x809e.

  
  
  Primary Volume Descriptor
  

  The path table is highlighted in green and the root directory record is highlighted in red. These absolute locations are specified in sectors. So the path table is located at sector 0x12 = offset 0x9000 in the image, while the root directory record is supposed to be at sector 0x62 = 0x31000. Checking into those sectors, it turns out that the path table is valid while the root directory record is invalid. Thus, any tool that relies on the path table will be successful in interpreting the disc, while tools that attempt to recursively traverse starting from root directory record are gonna have a bad time.

  Since I was able to view the filesystem with a few different tools, I know what the root directory contains. Searching for those filenames reveals that the root directory was supposed to point to the next sector, number 0x63. So this was a bizarre off-by-1 error on the part of the ISO creation tool. Maybe. I manually corrected 0x62 -> 0x63 and that fixed the interaction with fuseiso, but not with other tools. So there may have been some other errors. Note that a quick spot-check of another, functional ISO revealed that this root directory sector is supposed to be exact, not 1-indexed.

  Upon further inspection, I noticed that, while fuseiso appeared to work with that one patch, none of the files returned correct data, and none of the directories contained anything. That’s when I noticed that ALL of the sector locations described in the various directory and file records are off by 1 !

  Further Investigation

  I have occasionally run across ISO images on the Internet Archive that return the error about not being able to read the contents when trying to “View contents” (error text : “failed to obtain file list from xyz.iso”, as seen with this ISO). Too bad I didn’t make a record of them because I would be interested to see if they have the same corruption.

  Eventually, I’ll probably be able to compile an archive of deviant ISO-9660 images. A few months ago, I was processing a large collection from IA and found a corrupted ISO which had a cycle, i.e., the subdirectory pointed to a parent directory, which caused various ISO tools to loop forever. Just one of those things that is “never supposed to happen”, so why write code to deal with it gracefully ?

  See Also

  • The disc archived at The Internet Archive
  • MobyGames Entry
  • Wikipedia Entry

  The post ISO-9660 Compromise, Part 2 : Finding Root first appeared on Breaking Eggs And Making Omelettes.

• FFMPEG- Could not write header for output file #0 (incorrect codec parameters ?) : Operation not permitted Error initializing output stream 0:2 —

  30 septembre 2021, par Danny

  Hello guys I am trying to create a web-dash manifest for VOD with ffmpeg, but I am getting this error Could not write header for output file #0 (incorrect codec parameters ?): Operation not permitted Error initializing output stream 0:2 -- while using vp9 codec and doesn't understand the error and how to resolve it. Can someone help me out ? If I use vp8 instead of vp9 codec, I get the same error, but the ffmpeg log doesn't show any error.

  


  subprocess.call([
                FFMPEG_PATH,
                "-f", "webm_dash_manifest", "-i", 480p_path,
                "-f", "webm_dash_manifest", "-i", 720p_path,
                "-f", "webm_dash_manifest", "-i", audio_path,
                "-c", "copy", "-map", "0", "-map", "1", "-map", "2",
                "-adaptation_sets", "id=0, streams=0,1, id=1, streams=2",
                "-f", "webm_dash_manifest", dash_path
                ])


  


  Thanks in advance

  


  UPDATE :
This is from the ffmpeg log.

  


  ffmpeg version 2021-09-27-git-b786bc7433-full_build-www.gyan.dev 
Copyright (c) 2000-2021 the FFmpeg developers
  built with gcc 10.3.0 (Rev5, Built by MSYS2 project)
  configuration: --enable-gpl --enable-version3 --enable-static --disable-w32threads --disable-autodetect --enable-fontconfig --enable-iconv --enable-gnutls --enable-libxml2 --enable-gmp --enable-lzma --enable-libsnappy --enable-zlib --enable-librist --enable-libsrt --enable-libssh --enable-libzmq --enable-avisynth --enable-libbluray --enable-libcaca --enable-sdl2 --enable-libdav1d --enable-libzvbi --enable-librav1e --enable-libsvtav1 --enable-libwebp --enable-libx264 --enable-libx265 --enable-libxvid --enable-libaom --enable-libopenjpeg --enable-libvpx --enable-libass --enable-frei0r --enable-libfreetype --enable-libfribidi --enable-libvidstab --enable-libvmaf --enable-libzimg --enable-amf --enable-cuda-llvm --enable-cuvid --enable-ffnvcodec --enable-nvdec --enable-nvenc --enable-d3d11va --enable-dxva2 --enable-libmfx --enable-libglslang --enable-vulkan --enable-opencl --enable-libcdio --enable-libgme --enable-libmodplug --enable-libopenmpt --enable-libopencore-amrwb --enable-libmp3lame --enable-libshine --enable-libtheora --enable-libtwolame --enable-libvo-amrwbenc --enable-libilbc --enable-libgsm --enable-libopencore-amrnb --enable-libopus --enable-libspeex --enable-libvorbis --enable-ladspa --enable-libbs2b --enable-libflite --enable-libmysofa --enable-librubberband --enable-libsoxr --enable-chromaprint
  libavutil      57.  7.100 / 57.  7.100
  libavcodec     59.  9.101 / 59.  9.101
  libavformat    59.  5.100 / 59.  5.100
  libavdevice    59.  0.101 / 59.  0.101
  libavfilter     8.  9.100 /  8.  9.100
  libswscale      6.  1.100 /  6.  1.100
  libswresample   4.  0.100 /  4.  0.100
  libpostproc    56.  0.100 / 56.  0.100
Trailing option(s) found in the command: may be ignored.
[webm_dash_manifest @ 000002242a67e500] Could not find codec parameters for stream 0 (Video: vp9, none(tv, bt709, progressive), 854x480): unspecified pixel format
Consider increasing the value for the 'analyzeduration' (0) and 'probesize' (5000000) options
Input #0, webm_dash_manifest, from '480p.webm':
  Metadata:
    HANDLER         : Created by Tester
    MAJOR_BRAND     : isom
    MINOR_VERSION   : 512
    COMPATIBLE_BRANDS: isomiso2avc1mp41
    HW              : 1
                    :
    BITRATE         : 4000000
                    :
    COMMENT         : vid:v09044240000bq2bmhglths5sm54mgk0
    COPYRIGHT       : 638e55167a0287a903e7b6895ed5d02e
    MAXRATE         : 15000000
                    :
    TE_IS_REENCODE  : 1
                    :
    ENCODER         : Lavf59.2.101
  Duration: 00:00:20.17, bitrate: 907 kb/s
  Stream #0:0: Video: vp9, none(tv, bt709, progressive), 854x480, SAR 1:1 DAR 427:240, 30 fps, 30 tbr, 1k tbn (default)
    Metadata:
      HANDLER_NAME    : VideoHandler
      VENDOR_ID       : [0][0][0][0]
      ENCODER         : Lavc59.1.100 libvpx-vp9
      DURATION        : 00:00:20.166000000
      webm_dash_manifest_duration: 20166
      webm_dash_manifest_initialization_range: 1008
      webm_dash_manifest_file_name: 480p.webm
      webm_dash_manifest_track_number: 1
      webm_dash_manifest_cues_start: 2286344
      webm_dash_manifest_cues_end: 2286441
      webm_dash_manifest_bandwidth: 862822
      webm_dash_manifest_cluster_keyframe: 1
      webm_dash_manifest_cue_timestamps: 0,5000,10000,15000,20000
[webm_dash_manifest @ 000002242a69b840] Could not find codec parameters for stream 0 (Video: vp9, none(tv, bt709, progressive), 1280x720): unspecified pixel format
Consider increasing the value for the 'analyzeduration' (0) and 'probesize' (5000000) options
Input #1, webm_dash_manifest, from '720p.webm':
  Metadata:
    HANDLER         : Created by Tester
    MAJOR_BRAND     : isom
    MINOR_VERSION   : 512
    COMPATIBLE_BRANDS: isomiso2avc1mp41
    HW              : 1
                    :
    BITRATE         : 4000000
                    :
    COMMENT         : vid:v09044240000bq2bmhglths5sm54mgk0
    COPYRIGHT       : 638e55167a0287a903e7b6895ed5d02e
    MAXRATE         : 15000000
                    :
    TE_IS_REENCODE  : 1
                    :
    ENCODER         : Lavf59.2.101
  Duration: 00:00:20.17, bitrate: 1548 kb/s
  Stream #1:0: Video: vp9, none(tv, bt709, progressive), 1280x720, SAR 1:1 DAR 16:9, 30 fps, 30 tbr, 1k tbn (default)
    Metadata:
      HANDLER_NAME    : VideoHandler
      VENDOR_ID       : [0][0][0][0]
      ENCODER         : Lavc59.1.100 libvpx-vp9
      DURATION        : 00:00:20.166000000
      webm_dash_manifest_duration: 20166
      webm_dash_manifest_initialization_range: 1008
      webm_dash_manifest_file_name: 720p.webm
      webm_dash_manifest_track_number: 1
      webm_dash_manifest_cues_start: 3903085
      webm_dash_manifest_cues_end: 3903182
      webm_dash_manifest_bandwidth: 1473835
      webm_dash_manifest_cluster_keyframe: 1
      webm_dash_manifest_cue_timestamps: 0,5000,10000,15000,20000
Input #2, webm_dash_manifest, from 'audio.webm':
  Metadata:
    HANDLER         : Created by Tester
    MAJOR_BRAND     : isom
    MINOR_VERSION   : 512
    COMPATIBLE_BRANDS: isomiso2avc1mp41
    HW              : 1
                    :
    BITRATE         : 4000000
                    :
    COMMENT         : vid:v09044240000bq2bmhglths5sm54mgk0
    COPYRIGHT       : 638e55167a0287a903e7b6895ed5d02e
    MAXRATE         : 15000000
                    :
    TE_IS_REENCODE  : 1
                    :
    ENCODER         : Lavf59.2.101
  Duration: 00:00:20.16, bitrate: 118 kb/s
  Stream #2:0: Audio: vorbis, 44100 Hz, stereo, fltp (default)
    Metadata:
      HANDLER_NAME    : SoundHandler
      VENDOR_ID       : [0][0][0][0]
      ENCODER         : Lavc59.1.100 libvorbis
      DURATION        : 00:00:20.158000000
      webm_dash_manifest_duration: 20158
      webm_dash_manifest_initialization_range: 5244
      webm_dash_manifest_file_name: audio.webm
      webm_dash_manifest_track_number: 1
      webm_dash_manifest_cues_start: 298527
      webm_dash_manifest_cues_end: 298624
      webm_dash_manifest_bandwidth: 110530
      webm_dash_manifest_cluster_keyframe: 1
      webm_dash_manifest_cue_timestamps: 0,4994,9983,14978,19971
At least one output file must be specified


  


  The command for converting videos and audio to specific resolutions run without issues.

  


  FFMPEG command directly run in cli.

  


  ffmpeg -f webm_dash_manifest -i 480p.webm -f webm_dash_manifest -i 720p.webm -f webm_dash_manifest -i audio.webm -c copy -map 0 -map 1 -map 2 -f webm_dash_manifest -adaptation_sets "id=0,streams=0,1 id=1,streams=2 my_manifest.mpd