growth hacking 101 for research networking (for vivo implementation & dev call)
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Clinical and Transla,onal Science Ins,tute / CTSI at the University of California, San Francisco
Growth Hacking 101 for Research Networking
for the VIVO Implementa0on and Development Call ·∙ Oct 16, 2014
Anirvan Cha7erjee, CTSI at UC San Francisco
h7p://profiles.ucsf.edu/
UCSF Profiles
• Beta launched Dec 2009 – ~300 visits a month, or ~10 visits a day
• First month post-‐launch Oct 2010 – ~5,000 visits a month, or ~160 visits a day
• Most recent month September 2014 – ~100,000 visits a month, or ~3,300 visits a day
Visits per month to UCSF Profiles
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000 D
ec-0
9
Feb-
10
Apr
-10
Jun-
10
Aug
-10
Oct
-10
Dec
-10
Feb-
11
Apr
-11
Jun-
11
Aug
-11
Oct
-11
Dec
-11
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12
Apr
-12
Jun-
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Aug
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Oct
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Dec
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Apr
-13
Jun-
13
Aug
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Oct
-13
Dec
-13
Feb-
14
Apr
-14
Jun-
14
Aug
-14
UCSF Profiles traffic, by geographic locaLon
UCSF campus
13%
California 37% USA
30%
International 20%
UCSF Profiles traffic, by medium
Search engines
83%
UCSF Referrals
7%
External Referrals
2%
Direct/Unknown
8%
Growth Hacking 101 for Research Networking
1. Use web analy,cs to measure baselines
2. Put researcher profile pages front and center 3. Get indexed by search engines
4. Tweak URLs, metadata to a7ract searchers
5. Build inbound links to establish reputa,on
STEP 1. WEB ANALYTICS TO MEASURE BASELINES
Photo: Tim Ellis, h7p://flic.kr/p/849hSN, used under CC BY-‐NC
✓ACTION ITEM 1A: Install Google AnalyLcs, set up on every page
✓ACTION ITEM 1B: Learn how to use it
• Online help at google.com/analy,cs/learn
• Read “Web Analy,cs 2.0” by Kaushik
Segment on-‐campus vs. off-‐campus traffic
New Visitors 85%
Returning Visitors 15%
Visits by Type, Sep 2014
Segment on-‐campus vs. off-‐campus traffic
New Visitor 28%
Returning Visitors 72%
Visits by Type, within UCSF Campus
New Visitor 80%
Returning Visitors 20%
Visits by Type, outside UCSF Campus
✓ACTION ITEM 1C: Create “on-‐campus” & “off-‐campus” segments 1. Figure out the relevant network names by going to Audience >
Technology > Network
2. Create an advanced segment that includes that service provider, and one that excludes it
3. Use segments to understand traffic pa7erns
✓ACTION ITEM 1D: Register with Google Webmaster Tools
1. Go to google.com/webmasters/tools
2. Follow the direc,ons to register your site 3. See how your site’s indexed on Google
STEP 2. IF YOU CARE ABOUT TRAFFIC, IGNORE YOUR HOME PAGE
What % of UCSF Profiles visits begin on the home page?
2.1%
(as of September 2014)
What % of 2+ minute on-‐campus UCSF Profiles visits begin on the home page?
21.6%
(as of September 2014)
Where do visits start? (Red = Visits star0ng on home page)
-
500
1,000
1,500
2,000
2,500
Visits that start in on home page
Where do visits start? (Green = visits NOT star0ng on home page)
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Visits that start in on home page Visits that DON'T start on home page
So where ARE visitors going, if not to the home page?
So where ARE visitors going, if not to the home page?
So where ARE visitors going, if not to the home page?
So where ARE visitors going, if not to the home page?
Focus on what people actually see
Photo: Toms Bauģis, h7p://flic.kr/p/ai1nc, used under CC BY
✓ACTION ITEM 2: Ignore your home page (focus on profile pages)
STEP 3. GET INDEXED BY SEARCH ENGINES
Photo: Catherine Roy, h7p://flic.kr/p/aW72h4, used under CC BY-‐NC-‐ND
First, can search engines see your pages?
Photo: Michael Keith, h7p://flic.kr/p/ccqVcf, used under CC BY-‐NC-‐SA
✓ACTION ITEM 3: Make sure search engines can see your pages 1. Tweak your robots.txt so search engines can
see all your pages (www.robotstxt.org)
2. Create a dynamically-‐generated sitemap of all your profile pages (www.sitemaps.org)
3. Men,on your sitemap in your robots.txt, and add it to Google Webmaster Tools
4. Wait a day, validate that this all works via Google Webmaster Tools
STEP 4. TWEAK URLS, METADATA TO ATTRACT SEARCHERS
Google search results
title
URL
description/snippet
Which search result would you rather click on?
Profiles 1:
VIVO at Cornell:
Profiles 2 (with custom URLs)
✓ACTION ITEM 4A: Improve the copy on your page Ltles & descripLons
1. Make the page <,tle> on profile pages short and globally unique
2. Make <meta name="descrip,on”> on profile pages readable and descrip,ve (e.g. “Jane Doe’s profile, publica,ons, research topics, and co-‐authors”)
Bonus professional metadata on Google
✓ACTION ITEM 4B: Add extra professional metadata
• Follow the direc,ons at schema.org and schema.org/Person to add people-‐oriented HTML metadata to your pages
• Use google.com/webmasters/tools/richsnippets to test to see if you got your syntax right
Which URL do you trust more?
profiles.ucsf.edu/eric.meeks
scholars.duke.edu/display/per085776
✓ACTION ITEM 4C: Use beker URLs. Include people’s names.
• Pre7y URL should be the “real” URL, not just a redirect
• All old or alterna,ve profile URLs should do a 301 redirect to the pre7y URL
MulLple versions of the same URL?
• yoursite.edu/display/n1234 • yoursite.edu/display/n1234?blah-‐blah-‐blah • yoursite.edu/en,ty?ne,d=ac12
• yoursite.edu/print/n1234
✓ACTION ITEM 4D: Prevent indexing of mulLple versions of your page
• If you have mul,ple versions of your page getng indexed, tell search engines which version is the main one by using the rel=canonical canonical link element
STEP 5. GET INBOUND LINKS
Photo: Blake Pa7erson, h7p://flic.kr/p/5w4pn9, used under CC BY
Campus news stories
Campus directory
Campus resource lists and guides
Departmental profiles
NarraLve bios
APIs enable data reuse, encourage adopLon
• Built-‐in APIs let users reuse your data • How to publicize/support APIs
– Document API on a developer-‐centric website – Online discussion group – Outreach to campus groups
• Reusing data = more incen,ve to have clean data
• Ask for a link back from API-‐enhanced pages
Profiles data is syndicated by websites and apps across campus
• UCSF Mobile App for iOS and Android
• UCSF Mobile Website
• Advance • UCSF Cardiology • UCSF Center for AIDS Research
• UCSF Division of Gastroenterology • UCSF Division of Geriatrics
• UCSF Helen Diller Comprehensive Cancer Center
• UCSF Division of HIV/AIDS • UCSF Division of Hospital Medicine, SFGH
• UCSF Division of Nephrology • UCSF Occupa,onal & Environmental
Medicine
• UCSF Dept. of Otolaryngology • UCSF Division of Rheumatology
• UCSF Benioff Children's Hospital • UCSF Directory
• UCSF Dept. of Emergency Medicine
• UCSF Dept. of Epidemiology & Biosta,s,cs
• UCSF Medical Center
• UCSF Dept. of Medicine
✓ACTION ITEM 4: Get websites at your insLtuLon to link to you
• Get campus sites to link to your homepage as a trusted campus resource
• Get campus sites to link to individual profiles from departmental profiles, news stories, directory, etc.
• Encourage reuse of your data via APIs, and ask for a link back as a7ribu,on (they save @me and money, you get links)
• These links may not send traffic, but will help SEO
Virtuous Circle: SEO —> Media menLons —> SEO
Growth Hacking 101 for Research Networking
1. Use web analy,cs to measure baselines
2. Put researcher profile pages front and center
3. Get indexed by search engines
4. Tweak URLs, metadata to a7ract searchers
5. Build inbound links to establish reputa,on
Anirvan Chakerjee, CTSI at UCSF anirvan.cha7erjee@ucsf.edu
@anirvan
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