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2nd Act - Utilizing Analytics for Content Marketing
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2nd Act - Utilizing Analytics for Content Marketing

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Here's the second presentation I did for Heather Lloyd-Martin's SEO copywriting certificate training. In it, I go in more detail on using analytics for content marketing opportunities.

Here's the second presentation I did for Heather Lloyd-Martin's SEO copywriting certificate training. In it, I go in more detail on using analytics for content marketing opportunities.

Published in: Technology, Design

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Transcript

  • 1. Come to the Geek Side:How to Use Analytics to Create Awesome Ideas for Kick-Butt Content
    Part 2
    George Passwater
    http://www.georgepasswater.com
    Twitter:@GeorgePasswater
  • 2. Keywords
    Creating a goal in GA
    Using “how”
    Webmaster tools
    Referrers
    Bad Links/Content stealing
    Adding tracking for social referrers
    Today’s Agenda
  • 3. Keywords
  • 4. People search on them for:
    Products/Services
    To find answers
    For entertainment (games, movies, etc)
    Find people
    Just research
    Keywords Are Important
  • 5. Which bring in the most traffic?
    Are you optimizing for them?
    If not, would you benefit from those keywords?
    What’s the bounce rate for those terms?
    How much time do visitors spend on your site from those terms?
    Keywords
  • 6. Are your squeeze pages ranking high for targeted terms?
    If not, why?
    If yes, are the conversion rates good or bad?
    What’s the time on page?
    Revisit bounce rates for low converting squeeze pages.
    Keywords
  • 7. Simple Google Analytics Goal
    Inside Google Analytics, choose Goals
    Google Analytics Goals
  • 8. Add a new goal
    Google Analytics Goals
  • 9. Create URL based goal
    Google Analytics Goals
  • 10.
  • 11. Add “how to” or “how do I” to keywords from your analytics
    Gather ideas from search results for content
    Using How
  • 12. Go tohttps://www.google.com/webmasters/tools/
    Login with Google account
    Register new site
    Prove site ownership
    Finish process
    Wait 24-48 hours for results
    Google Webmaster Tools
  • 13. Referrers
  • 14. What are they?
    Sites that pass visitors from their site to yours. The most common way this happens is through a link from their site to yours.
    Referrers
  • 15. Look at your referring sites in GA:
    Are they relevant to your site? If so, how?
    Reach out to them and leave a comment or contact them to say thanks for the link.
    This could be an opportunity for future projects such as guest posting or more.
    Take an interest in their site and engage with their readers.
    Referrers
  • 16. Look at the keyword phrases from a referrer:
    What are they targeting? How’s their ranking?
    What anchor text did they use to link to you?
    Look at creating your own content with ideas from them (keywords, topic, reader engagement).
    Referrers
  • 17. Bad Incoming Links/ Copyscraping
    Look at tools to check incoming links quality or if others are stealing your content.
    http://www.bad-neighborhood.com/text-link-tool.htm
    http://www.copyscape.com
    Referrers
  • 18. Referrers
    Tracking Social
  • 19. Use this string to a GA custom segment to track social referrers and shortened URLs.
    Referrers
    http://www.georgepasswater.com/ga/tracksocial.txt
  • 20. Use analytics for keyword research
    Use goals for more detailed metrics
    Use “how” to create ideas and opportunities
    Leverage webmaster tools
    Create opportunities through referrers
    Check for bad incoming links and content stealers
    Use advanced segments to measure specific traffic
    Takeaways
  • 21. Thank You
    Twitter: @GeorgePasswater
    george@georgepasswater.com
    http://www.georgepasswater.com
    Email Tips Newsletter: http://bit.ly/gpemailtips

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