The one tool you need in your toolbox as a band (which basically makes you a small business owner) is to install and configure Analytics on your website. Do yourself a favor and get off of MySpace. At the very least MySpace should just be used as another avenue to reach fans, not your only or primary point of contact. For this particular tutorial, we use WordPress as our content management system of choice. I recommend WordPress to anyone who asks me simply because of how easy it is, and how easy it is to integrate Google Analytics.

If you’ve already setup Google Analytics you can skip down a ways on the page as I go into the aspects of Google that will mean the most to you. It’s a good idea to look over the initial setup to make sure you’ve done everything properly. The way I setup Google does enable tracking on a few more important items that you don’t get by just copying and pasting the code Google supplies to you.

Get WordPress or a something similar CMS

With WordPress you have two choices to setup your site:

1. Download the software and install it to your web host (Recommended)
2. Host your website remotely on yourname.wordpress.com (less freedom)

Some hosting providers like Media Temple have a one click install for WordPress. This helps things along considerably. If you can’t afford your own domain name and/or hosting. Signup for an account on WordPress.com. Your name will be YOURNAME.wordpress.com to start, but you won’t be able to have complete freedom over the look and feel of your site.

If you have no other choice, start with option 2. You can always export your data and import it to your own web hosted .com later.

Signup for a Google Analytics account using your Google account name

I’ve had a Gmail account for awhile now so all I had to do was go to Google.com/analytics and sign up for an analytics account.

Setup your profile

Setting up your profile is as simple as putting in your website address for each website you have. If you want to setup e-commerce tracking for your online store you have to enable this option later. For now, just enter in the basic information for your site.

Our site already has a profile so the additional site we just setup appears below that domain name. (assault.it.com) You’ll also notice that the status icon is a little alert. That’s because we need to actually setup the embed code on the site.

Click on the edit link on the right, and then click on the Check Status link over to the right

Now you’ll see what we need to get our hands on which is the Google Tracking code. (On the right) You can just copy and paste this into your site if you’re not using WordPress, but it’s better to integrate it with the Google Analytics for WordPress plugin so you can enable additional features not offered with just copying and pasting the code.

If you just copy/paste the code into your site you won’t get any of the additional benefits setup like goal funnels so don’t do that.

Leave this window open for now, and I’ll explain how to implement this code with the Google Analytics for WordPress plugin in the next step.

Download/Install/Activate The Google Analytics Plugin for WordPress to your blog

You’re better off using the Google Analytics for WordPress plugin for a 3 reasons:

1. The plugin will track outbound clicks to see where people are leaving your site and what links they are clicking on when they do leave your site.
2. The plugin will automatically put the proper code on all aspects of your site, and when an upgrade is available it’s as easy as clicking upgrade.
3. Your downloads will automatically be tagged as /downloads/wp-content/uploads/your-file-name.zip so you can get an idea of how many downloads you are getting.

To download the Google Analytics for WordPress plugin you can either add it through the administration interface by going into your WordPress Admin area: http://www.whateveryourdomainis.com/wp-admin and then click on the arrow next to the Plugins link and click “Add New”.

Then, do a search for “Google Analytics for WordPress” and it should be the first result. Install and move on to the next step or install it manually via the directions for installation on the plugins’ WordPress page which I have pasted below:

Input your Google tracking code

Remember the code we left open in another window from before? This is where we need that code again.  You just need the id off of your tracking code which I’ve highlighted below, not the entire copy/paste code that Google gives you.

Copy that part of the code and paste it into the configuration text box like I have below.

Set up your settings similar to how I have to ensure you’re tracking downloads as well as outbound clicks from your site.

Collect the data!

Gather several weeks worth of data before you really go in and analyze where people are coming from and what parts of your site are most popular.

What’s important?

Depending on how you are using your site there are a variety of things that could be of importance to you. (Besides just actual traffic of course)

If you’re using your website as a place where you can push your music to the fans with downloads then that’s going to be one of your most important areas to pay attention to. To view your download statistics go to the content report, and then “Top Content” section.

Then filter your content by downloads by typing “/downloads” into the text box as I have below:

Another thing to pay attention to is your  traffic sources. How are users finding you? Google searches? Reverbnation? MySpace? Twitter? Blog posts?

Want to increase/decrease the date range?

Been a few months since you installed the plugin code? How about increasing the date range from the past month to the past few months? Or past few days? Do that on the dashboard where you see the calendar:

Setup Goals (AKA Super Fucking important)

After you’ve ensured your data is being collected you’re going to want to setup goals.

Goals allow you to setup a flow on the site for how they find you up until they actually do something. (For istance,  download a file off of a specific page)

There are 3 types of goals you can setup, the most important to us being the URL destination which allows us to set a user path for a visitor coming to our site. Name the goal and select URL destination and you’ll see the rest of the Goal Details options that I have in the screen capture below:

“Goal URL” is the second have the the name of the page the user should end up on, and goal value is something to set up if you’re setting a monetary value for something like a digital download. For instance, if you have a file uploaded to your site as I have above, your goal URL would be downloads/wp-content/uploads/name-of-the-file-you-uploaded.zip

Note: You can take this link from the information in your Top Content section like I showed you how to do above.

If you want to track users from say, your homepage to your downloads page you can enter in the separate steps a user would take to get from your homepage to your actual file download.

If I had 4 pages I could enter them all in each field and name each step to determine how many users are able to make it through the entire goal funnel.

At Assault’s online clothing store, we use goals to track our user’s sticking points in our shopping cart check out process. If we find there are a lot of users abandoning their carts after they get to a specific step in the checkout process, we know there must be some sort of usability issue.

One of the coolest aspects of the goals and e-commerce tracking is that you can determine where your actual converted sales/downloads are coming from most. (Meaning the websites that send you the most downloads and money!)

Google analytics goals are critical when determining what social networks to push your music to the hardest, which blogs to keep pimping your free gear to cause their audience buys digital music, which twitter users are giving you shoutouts, etc. etc.

I say again, setting up Goals and Goal Funnels will give you visual proof of where you are having success with getting your music downloaded. I can’t stress this point enough!

If you find most of your users aren’t getting to your music downloads, then you need to give them a clearer call to action on all your pages.

If you’re users are bouncing after :20 seconds and only visiting one page, then they’re not finding what they came to your site for.

There are HUNDREDS of things you can learn from all the data Google gives you. Are your fans primarily hitting the page on the site with your pictures? Are they coming to the free download of a song you offered them that got plugged by a blog? Are they looking at your bio because you have a hot chick lead singer and they want to see if she’s single? (Assault‘s top viewed page on our store is for our zombie t-shirt. Go figure.)

Analytics is the key to your online strategy. It tells you what you’re doing right, and what you’re doing wrong. It’ll also tell you what your fans want more of, and if you’re getting them to the right place in the fewest amount of clicks.

Want more info? Did you get stuck at a certain point? Want some one on one advice? Send me a message on Twitter or post in the comments. I reply to just about everything that comes my way.

Seems like too many websites and brands start up from scratch, and get absolutely NO WHERE. Without the blitzkrieg of press releases and public relations broo-haha, it can be damn hard to get relevant traffic to your site, especially with no money. Here’s my comprehensive guide for getting traffic to your site when you have no fan base, no tribe, no cult following, no page rank, no domain age, no public relations, and most importantly, no money.

Before you even write, follow SEO best practices

We’ve done several posts on SEO here at AssaultBLOG. Our most popular one being, “Tips & Strategies For SEO That The High Priced Consultants Aren’t Telling You.”

There’s no point in trying to get Google to spider you if you aren’t following best practices.

A quick recap of SEO best practices from this article

• Minimize HTML and use table-less layouts
• Utilize alt tags, title tags, meta title and description tags, and anchor tags with keywords every
• 3% keyword density is more than enough on every page
• Utilize strong, em, h1, h2, h3 for headings and elements that carry more importance
• Think like a human, what would I search for in a post about [your blog post here]
• Register your business with local search, you appear at the top of the pages in the maps section
• Use an XML Sitemap
• Don’t waste too much time on META keywords
• Keep up with the latest Google trends and follow search engine resource websites

Provide something useful, unique

Content is king. It took me a long time to realize that no matter how much I wrote, unless it was something useful, and interesting to the masses, no one was going to take the time to read it, if they could even find it in the first place.

Writing for the web is a different kind of beast. People use the internet as a tool, to find information. How to do something, how to fix something, What’s the best way to skin a cat? Who did Michael Jordan punch in the face at the Bulls practice one day? What’s the name of Shawn Kemp’s 12 kids–you get the point.

Ulysses is a great novel, but no one on the internet is going to read an epic saga, we’re here to get answers, fast.

Hit the ground running, get links back cause you’re awesome

Congrats, you have something interesting to say, and you’ve followed SEO best practices when coding your website, but you’re still not showing up for any major searches in the top 20 results. It’s not secret, you must have links from other popular, relevant websites pointing back to your site, using the keywords you want to show up for in searches. A good way to start, is to mention other articles, and websites in your posts, and contact the original writers telling them you enjoyed their article, and you wrote about it. Some of my closest network of online friends are people I emailed (or Twittered) telling them I liked their articles.

Use Google docs, and make yourself a list of places you can send out freebie links to. There’s hundreds of websites you can submit links to in a user link feed to a helpful blog post about design, programming, and just about anything else. Our current list has over 100 places we submit our stories to, and we submit every quality blog to every one of the pertaining websites. Most importantly, when you find a new site, take the five seconds to add it to your list, and be sure to update your list if changes are made to the website.

Here’s our list of websites we submit our posts to

The most important thing to remember when getting links back to your site is the popularity of the site linking to you, as well as the relevance of it’s content. Second most important thing when getting linked to is that your targeted search keywords must be used inbetween the anchor tags and title tag.

In our case, getting linked on websites like Shirt.Woot.com, Hide Your Arms, Emptees, has helped us because they’re popular, the send lots of traffic, and in the future their links to us help us float up to the top of popular searches with the word t-shirt in it. This works the same as getting your pages on Digg, Designfloat, and many of the other sites in our list of links above.

Recently, Digg released the Diggbar, and they did a ton of research into it’s SEO-ability, and it appears as though they have done their homework. Don’t be afraid to utilize it, more people will digg your stories, and you can only benefit from it. One general rule I try to use when utilizing Digg is to not submit your own stories. If you do have a specific story you think is worthy of the Digg homepage, go for it and push it-but hell hath no fury like angry Diggers. So submitters beware.

Beware the rel=”nofollow”

When you type your name and website into a comment area on a blog, you get a link back to your website. While I do encourage participating at other blogs and websites, beware the rel=”nofollow”. That tag inside of an anchor tag tells the search engine not to go spider your link, so in other words you are getting no “link juice”. I see comments showing up from normal users and spammers all the time saying things like, “art community” trying to get link juice. I have bad news people, no one spiders your link text in comments–at least everywhere I know of doesn’t.

Delicious bookmarks is one place where the rel=”nofollow” tag is setup, as well in all Flickr image descriptions and comments.

That’s not to say you get no benefit from those User Link feeds on some of the websites in my list of websites we submit our posts to, alot of the time we end up getting featured in other popular design blogs as a direct result of those links. Keep this in mind when submitting your website, but don’t waste your time. We also pull in RSS Subscribers through these posts, so even though there is no actual “link juice” benefit, there is still the benefit of repeat visitors, and possibilities that you may be linked later.

rel=”nofollow” tags do have their benefit though. The more links you have on your page, the more Google divides their importance. For example, if you have 50 links on a page, there is obviously a less amount of importance on each one instead of having ten links. You can carve out which links not follow just by putting rel=”nofollow” in the <a href=”link here” rel=”nofollow”>Link not getting followed</a> I believe this has some fancy title called “link carving”, but that’s just how it was explained to me. If you do have lots of links on one page, sprinkle the rel=”nofollow” tag on ones you don’t want spidered. Like when you’re trashing a competitor.

Freebie “link juice”

I know some people like to keep their secrets to themselves, but I like to tell everyone in hopes that a few of you subscribe to my RSS feed. (As well as hopefully buy the occasional t-shirt, or hire us to design something for you.)

Believe it or not there are ways to get good quality link text back from very popular websites. Here’s a few websites that, upon approval of your content, will link back to your website without the rel=”nofollow” tag (This is subject to change) A couple of places that provide link juice are:

• Ebay blogs – We repost our relevant articles over at our ebay blog and link back to our site. You get quality html link text and there is no rel=”nofollow” tag on the links
• Flickr – While you used to be able to get link juice from flickr.com, that is no longer the case
• I Snare – Limits your links, but does give link backs
• Ezine Articles – Limits your links, but does give link backs
• Go Articles – Limits your links, but does give link backs
• QBN – Design resource website
• Noupe – Design resource
• Squidoo – Make your own pages

We’ve only done a handful of these things, but find a site that fits your demographic and run a contest there, or see if they feature “cool stuff”. Through a mutual friend I was able to show our products to Slash Film, and they wrote a very nice piece about our Chainsaw Bunny Shirt which sent us about as much traffic and sales as getting featured on Woot.com as a side deal.

Surgically Precise Keywords™… No not meta keywords

As I said earlier, pick the keywords you want to show up for in searches and use them inbetween anchor tags, in your title=”" tag, as well as in your head title tag. Don’t forget to use the keywords on your actual site content as well inbetween H1, H2, H3, and <strong> and <em> tags as well. They put extra emphasis on terms. 3% keyword density is MORE than enough per page. Don’t be evil.

Know what you want to show up for in search results and fight for them. Put those words in your H1 and H2 tags. Put them in your title. Put them in your product names. Have blogs link to you with that link text.

I touched on this in the, Tips & Strategies For SEO That The High Priced Consultants Aren’t Telling You, but it really is the do or die for your company.

You’re not going to show up in the top 10 results for “design blog”. At least not right away, you have to attack search results from the outside. Get ranked in the top result for other more specific searches that aren’t highly sought after like, “custom photoshop brush downloads” or, “repeating seamless background image” and you will eventually climb to the top for other searches organically.

Assault is never going to show up for the Google search, “t-shirts”. That search term is dominated, but we did feel we could show up on top for “zombie t shirts”. If you’re small you have to carve out your keyword niche with surgical precision. Pick keywords that are less competitive, but still have high search volume. (Use the Google keyword analysis tool for that)

Give it time, 3-6 months to see results

If you’re doing everything correctly, it still takes a few weeks and/or months to see quality results. Unless you’re a huge brand name, like Oprah, or have your name in the news constantly, your site isn’t going to get spidered and benefit as quickly.

If you’re starting from zero, every link, and every keyword counts. Give your link exchange partners the code and keywords to link you with. Don’t go overboard (title=”t-shirts t shirts art on our fancy designer graphic bloody t-shirts officially zombie awesome cool neato”) You’ll look like a fuck-stick.

A few additional thoughts

Google changes there algorithm several hundred times per year, so your site may fluctuate up and down in the rankings, and a lot of what goes into the Google algorithm is a mystery. What I’ve outlined above works for me. Don’t get discouraged. I should also note that in my other article, I provide a link to the PDF Google has written where I have gotten a lot of this information. I highly recommend reading it, and memorizing it. As I always say:

There are about 50 techniques, and everyone’s doing em, don’t let anyone sell you their Google first page results in 30 days snake oil bullshit, it’s not happening.

Have a tip? Did I miss something? Disagree?

Post it in the comments and share it with the world. I read every comment that hits this blog. (And sometimes when I’m bored I read spam for a laugh, or to order my viagara at discount prices.)

I recently wrote this post as a guest blogger on, How To Start a Clothing Company, for my friend Jonathan Kruse of Mediocre Clothing, and figured I’d re-post it here on my site for anyone who’s looking for a Lehman’s explanation of SEO, or search engine optimization.

One of the major things that has helped me with my t-shirt brand, Assault, since it’s inception in late February of last year was optimizing my site for Google and other search engines. I’ve worked as a SEO consultant and developer the past 7 or 8 years for various companies, and our list of clients contain some of the biggest names and brands in the world.

I’m not going to add to the gigantic list of of great SEO resources and basic SEO 101 strategies that you can easily find all over the web. Instead, I’m going to go over a few secrets that I have developed specifically for my online store, Assault Apparel, that will help those of you who are like me and don’t have any sort of money to use for marketing and PPC like some of the other t-shirt shops around town.

Assault's URL structure with CSS disabled

Think like a robot – Link Text, Title Text, Content Keywords, Landing Pages

A search engine spider uses a lot of information about your site to determine your search engine rankings. Using links with system text pertaining to your search term is a big factor. Using landing pages with specific keywords in your page title, as well as throughout the text in your actual page is another thing that gives you proper keyword density pertaining to the page titles.

Disable your sites’ stylesheet to get an idea of what a search engine is seeing when it comes to your page. The link text and text position on the site is very important. Be sure to have your links near the very top of the page, and to carve out your sites’ links by putting rel=”nofollow” on your anchor tags associated with pages you do not want spidered. This cuts down on the number of links on the page, thus giving you more weight on your pertinent links.

My links to the right all use the word t-shirts as well as link to my landing pages with the same keywords sprinkled throughout the content. I would say that about 2% of your pages content should contain your keywords. Anymore than 2% is overkill.

Think like a human – Keyword Choices

One of the most important tools I have used to determine naming conventions for my pages, shirts, and images is the Google Keyword Tool. Everyone uses this tool, and everyone who’s good at SEO is following the standards as laid out by Google in their SEO Starter Guide pdf, but what most places aren’t doing is choosing the high volume search keywords that aren’t being target by everyone.

For example, you’re never going to show up in the first 10 results for the keyword t-shirts, or tshirts, or even shirts. If you’re just starting out, there’s no point in trying to compete for this word. It’s already dominated. The words you should be trying to get in the top ten for, are other searches with the word, “t-shirt” in them. Assault‘s top keywords besides searches related to “Assault” are things like

• zombie t-shirt
• band apparel
• graphic t-shirts
• skull t-shirts
• rocker apparel
• chicago t-shirts
• band shirts

You get the idea. These are the keywords you need to use throughout your internal and external links to your pages as well as your actual physical file names. The way you work your way in the top ten is to carve out your niche in other t-shirt related searches and over time you will finally begin to sneak into the top results for other one word searches. Currently we’re between 5 and 9 for the keyword “Assault“, and we never even used to get into the top ten.

Register your brand with local search results

We registered our business as a local business with Google and we’ve seen a significant increase in traffic from “chicago t-shirts” related searches. This is what gets you in the local results up near the top of the search results page.

Link backs are incredibly important to move your site up

The number one thing that determines your page rank on search results is link backs. (This isn’t a proven fact, but we’ve seen our best results from a precision link back campaign) This means if you want to get in the top results for t-shirt related searches, you need to start exchanging links with popular websites, and sites that show up in the search results for t-shirt searches.

A couple of my tips/tricks to get high quality link backs

• Start an Ebay Blog. There aren’t any rel=”nofollow” on your links back to your own site. This is the best quality link juice you can get
• Flickr Photos with links back to your site. This also gets you top quality linkback text to your specific site
• Provide the exact linkback text to your link exchange partners so that it uses proper link text pertaining to your site.
• Forum links – participate in relevant forums and generally your links will not have the rel=”nofollow” on them.
• Start a Public Facebook Fan page. These are showing up in search results now as well.

Myths and irrelevant techniques

While everything I’ve said are examples of things that have worked for me, I should precede all of these things with this statement:

Google’s search algorithm is constantly changing. Last year it changed over 300 times, and no one is 100% how it actually works. Don’t fall for the companies out there selling expensive “black magic” to get your site in top results. Most SEO boutiques are full of shit. I’ve done SEO campaigns for small and big time clients, and independent SEO boutiques trying to scam business off of them gave our SEO work an F grade… no joke. Be wary of SEO marketing companies. There are about 50 techniques, and everyone is doing them. Any SEO company is probably on the verge of spamming if they’re overpromising results.

Google, Search Engine Watch, and the Search Engine Round Table are about the only 3 places I really trust.

Google does not use meta keywords, some search engines do, but I wouldn’t waste too much time on this.

Loading up 30 character file names and 40 word alt descriptions on images is a waste of time and resources. “SEO Experts” like Acronym may tell you to do this, but the time wasted doing this could be used somewhere else and you may get flagged as trying to game Google.  While it is important to use alt tags, and to name images appropriately, overdoing this by using 40 word alt tags, and 30+ character names for your images is a bit of a waste of time and you run the risk of being flagged as loading your image and alt tags.

Don’t use hidden text to fool Google. They’ll find out and you’ll get penalized.

Make an XML sitemap and submit it to Google, and update it constantly.

Don’t overdo keywords in the title. Be specific, but don’t be a total spammer.

Use Google Analytics, and setup E-Commerce tracking. You’ll be amazed at the value of the information you get from this tool. I get 70% of my sales from organic search results, and plenty of that comes from Google Image search related to finding my product images with quality names and alt tags. Like I mentioned before, it’s important to use proper, specific names, but overdoing file names and alt tags is a unneccesary.

Like this post?

If you liked this post, please subscribe to my RSS feed, follow me on twitter, and don’t forget to check out the Assault BLOG and online t-shirt store.

I’m sure most anyone who reads this is probably coming from Shirt.Woot.com. LOVE those guys over there. We were the Shirt Side Deal of the Day for February 19th and it was legendary. We broke all sales records and a had a huge showing of traffic on our site.

Believe it or not we only had two slip ups and one wasn’t even our fault. (thanks for nothing Paypal development team) That being said just as we expected we are pretty much back to normal operation, meaning 1-2 sales a day and we’re working on SEO for our site and I’ve decided to post a few SEO tips specifically for t-shirt websites that I’ve found interesting and quite helpful:

• Get links back to your site whether in forums or other popular t-shirt sites. A link back is a vote for your site essentially, this will garner you higher search engine ranking results.
• Use unique title tags for every page and be specific, don’t just spam with keywords.
• Read everything Search Engine Watch posts. They’re the real deal when it comes to SEO.
• Submit blog pages and product pages to Stumblupon. Tag your pages accordingly and use relevant tags.
• Broadcast site specials to QBN formerly Newstoday. They’ll put you on their front page.

Subscribe to our feed for more news about our new t-shirt designs and for more insight into setting up a small business with literally $0.00 dollars in the bank.