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2nd Act - Utilizing Analytics for Content Marketing
 

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.

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

    • 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
    • Keywords
      Creating a goal in GA
      Using “how”
      Webmaster tools
      Referrers
      Bad Links/Content stealing
      Adding tracking for social referrers
      Today’s Agenda
    • Keywords
    • People search on them for:
      Products/Services
      To find answers
      For entertainment (games, movies, etc)
      Find people
      Just research
      Keywords Are Important
    • 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
    • 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
    • Simple Google Analytics Goal
      Inside Google Analytics, choose Goals
      Google Analytics Goals
    • Add a new goal
      Google Analytics Goals
    • Create URL based goal
      Google Analytics Goals
    • Add “how to” or “how do I” to keywords from your analytics
      Gather ideas from search results for content
      Using How
    • 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
    • Referrers
    • 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
    • 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
    • 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
    • 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
    • Referrers
      Tracking Social
    • Use this string to a GA custom segment to track social referrers and shortened URLs.
      Referrers
      http://www.georgepasswater.com/ga/tracksocial.txt
    • 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
    • Thank You
      Twitter: @GeorgePasswater
      george@georgepasswater.com
      http://www.georgepasswater.com
      Email Tips Newsletter: http://bit.ly/gpemailtips