Analytics, Glorious AnalyticsGetting the Most Out of Search & Social Analytics                   Gillian Muessig          ...
Metrics. Metrics. Metrics.That which is measured   can be improved.                    Tom Peters, 1982Also: Lord Kelvin, ...
Follow the Money Backwards!     Choose the Right KPIs
Start by asking the Right Questions
What’s this website trying to accomplish?
SEOmoz’ AnswersSell More PRO Memberships  Serve Current Customers   What’s my website trying to accomplish?
SEOmoz’ Answers    Sell More API AccessAnswers may change over time     What’s my website trying to accomplish
Solar Impulse’ Answers    Create Awareness     Obtain FundingConnect With Professionals   What’s my website trying to acco...
Which top metrics tell me if I am    succeeding or failing?
Everyone’s AnswerAn increase or decrease in completed goals.   Top metrics: are we succeeding or failing?
SEOmoz’ AnswersGaining or losing traffic to the sign-up page Increased or decreased traffic to the site    Top metrics: ar...
MMUair.com AnswersTop metrics: are we succeeding or failing?
MMUair.com Answers  Gaining or losing traffic to:      • pay-landing-fees page      • private-jet-charter-quote page      ...
Secondary Key Performance Indicators
SEOmoz’ Answers   "Learn SEO” type queries< or > organic traffic on key terms
SEOmoz’ AnswersBranded term searches         < or > search suggest
SEOmoz’ AnswersMember engagement on the Daily SEO Blog          < or > organic traffic on blog
SEOmoz’ Answers  Members post UGC on YOUmoz< or > organic engagement: YOUmoz
What Are My Biggest Threats
SEOmoz’ AnswersWe have a globally recognized brand with a    community of ~½ a million SEOs            You come for latest...
SEOmoz’ AnswersWe have a very strong brand associated with TAGFEE                     What Are My Biggest Threats
SEOmoz’ AnswersA loss of brand association as:   • Life-blood daily information source   • The place where the     industr...
The KPIs We Track
The KPIs We TrackTrack referrals, not “Site:” Commands      Links are nice; traffic is better
The KPIs We TrackMore traffic from people researching SEO                Newbies grow your pie
KPIs We Track      More blog commentsWhere is the conversation taking place?
KPIs We Track   More YOUmoz submissionsWhere is the research being published?
KPIs We TrackImproved engagement metrics on site               Up and to the right, folks!
KPIs We TrackHigher sign up attempts               Follow the money…
KPIs We TrackHigher signup completions  Follow the money… to the bank!
Negative KPIs  Decline in branded search termsEqually important; keep an eye on them
Negative KPIsDecline in organic traffic to resource pages
Negative KPIsDecline in time spent on the site                            Huge red flag
Negative KPIsDecline in time spent on the site                             Time on site
Negative KPIsDecline in YOUmoz submissions                        Huge red flag
Competitive Research
Competitive ResearchWhat does it mean for you?
Competitive Researchhttp://www.aircraft-charter-world.com/airports/
What NOT to track     Just Say No!
Named After Larry Page…Not likelihood to rank in the SERPs
Google Says They Use PageRank to Crawl
What Else Should You Know?             Basic Industry Stats
Industry StatisticsClick through rates
Industry StatisticsShort Tail/Long Tail Search Stats
Industry StatisticsShort Tail/Long Tail Conversion Stats
Industry StatisticsThe Search Demand Curve
Choose What to Track•   Key Performance Indicators•   Follow the cash backwards•   Keep an eye on the competition•   Know ...
Tracking Metrics & ROI
SegmentationAt SEOmoz we track visitors to our top sections by weekto easily identify shifts in the data                  ...
Successful Events  downloads, subscriptions, sign-ups, conversionsA portion of our micro tool usage analysis (GA)
Dive DeeperTracking SERP Rankings Is NOT Enough
Vertical Search Conversions
Local Results
Image Results in SERPs
Video Results
News & Blog Results
Shopping Results
Instant Answers
Social Media Metrics
Cannibalization of the Link Graph                     MMM… LINK                     GRAPHS ARE                     DELICIO...
Facebook MetricsIt’s not just about fans!          Likes – Comments - Shares
Facebook MetricsTrack “People Talking About This”
Facebook MetricsTrack “Engaged Users”
Facebook Metrics      Track “External Referrers”Click on Reach (under Insights in your sidebar)and scroll down to find “Ex...
Social Signals Are Increasing             Page A                                                 Page B646 links from 36 r...
Social Signals                                Page B – the                              tweeted version –                 ...
Build Your Social Communityhttp://mashable.com/2010/11/15/biggest-facebook-brands/
But…•   Those are big brands•   My message isn’t simple•   My target market is old fashioned•   My case is complicated… it...
Yup. Everybody’s Doing Ithttp://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
The Vatican Gets It“That interactivity — and the potential it brings to the churchs evangelization mission — is behind the...
The Vatican Gets It“What we found is Facebook doesn’t just share information, it creates community,”“People begin talking ...
Conversion Rate Optimization        Track the Money
AIDA Funnel
How You THINK You Welcome Your Customers
How You Welcome Your Customers
Track the WinnersPeople who actually buy from you
Common Denominators•   Search your most successful pages•   Find one or more things in common•   Test these elements on ot...
Tracking Winners•   How many visits before conversion?•   What did they do during each visit?•   How many pages on site be...
Track the Losers• On which page did you scare them off?• When did they give up?• How long before they gave up?
Focus on the Money• Your best customers buy a lot and do it often• Get more of them by doing more of what  you’re doing ri...
Improve the Outcomes
Test Your TouchPoints• Change your selling touch points & style  – Google, Yahoo, Bing,  – Facebook, LinkedIn, Twitter, Go...
Test Your Copy•   Change your ads•   Change your target markets•   Change your USP•   Change your images•   Change your co...
What Creates More Conversions?•   Higher SERP rankings?•   More images in SERPs?•   YouTube videos?•   More compelling cop...
Clear Clogs in this Funnel
Productization• Pay attention to your best product/service  – Make it better  – Make it more prominent on the site  – Chan...
Customer Service• Track Lifetime Value of Your Client  – (subscription based sales, especially!)• Ask why they’re leaving?...
R&D• What are customers searching for?• Why AREN’T they buying?• Build products/services/packages to suit them
Short List of Things to Track•   Buyers by sales volume•   Bounce rates & bounce pages•   Time on page & time on site•   N...
Tracking Helpers•   Unique landing pages•   Unique phone numbers•   Unique email addresses•   Unique coded ads (think: aff...
Beautiful Analytics Slides
Reading Resources    www.seomoz.org
• http://www.seomoz.org/blog/5-simple-  google-analytics-tips-you-should-be-using• http://www.seomoz.org/blog/  google-ana...
CLICKASIA12       Thank You!• Twitter: @SEOmom• Blog: www.seomoz.org/blog• Email: gillian@seomoz.org            www.seomoz...
CAS2012 Analytics 1 - SEOmom
CAS2012 Analytics 1 - SEOmom
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CAS2012 Analytics 1 - SEOmom

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  • Hello my dear my name is Miss Dahabo Sheikh please you can contact me through my email address i have something important to discus with you thanks (dahabosheikh@yahoo.com)
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  • @krinalmehta I am so sorry I missed your question - please accept my apologies. The answer to your question is YES. If a company establishes its reputation as the source for daily information and the place for industry-specific discussion among the cognicenti and subsequently fails to provide that, it would constitute a breach of un-spoken promise to that community. And even if the company stopped providing the platform and curation of that discussion with 'proper notice' and even if a very good business or personal reason were offered for stopping, it would threaten the power and draw of the brand from that moment on. The baton would pass to the next entity that chose to pick it up - the company or organization who then chose to put in the effort to provide that daily news, information resources, connect with key communicators and mavens in the field, received, edited, and curated the content, and managed the community discussion.

    Hope that helps.
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  • An exhaustive presentation for all SEO professionals, be it conversion optimization, social media marketing, or organic ranking, you've covered it all with beautiful examples. Though I have a small query with regards to loss of brand association (Slide 21): do you mean that if seomoz stops being a daily information source, it is a threat ?
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  • nice.. awesome presentation.
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  • awesome......
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  • Well that is great, but honestly SEOmoz can&apos;t succeed solely on increasing PRO memberships. The truth is, there is a lot more to it than that. We have a recognized brand with expectations on it, and a community of over 300,000 people that come to us for the latest SEO information on the web. We can&apos;t afford to lose ground on either of those two. These are defining qualities of SEOmoz, and strong advantages over our competitors. So my three questions would leave me more complex answers, something like this:
  • The daily blog provides “life-blood” information to professionals in the search marketing industry. A decrease in visits to the blog indicates that we are slipping from “life-blood” to “interesting material”.
  • These are defining qualities of SEOmoz, and strong advantages over our competitors. So my three questions would leave me more complex answers, something like this:
  • Photo credit: http://www.homeschooling-paradise.com/intensive-phonics.html
  • Photo courtesy of: http://www.ocregister.com/news/dana-243551-point-cyclists.html?pic=1
  • These are all airports in New Jersey. And Pennsylvania is close by
  • Photo credit: http://www.seommotips.com/blogging-tools/google-analytics-got-new-suite-and-a-few-more-weapons/
  • Read this: http://mashable.com/2012/01/20/facebook-metrics-marketing/
  • Read this: http://mashable.com/2012/01/20/facebook-metrics-marketing/
  • Photos credit: http://mashable.com/2012/01/20/facebook-metrics-marketing/
  • Photos credit: http://mashable.com/2012/01/20/facebook-metrics-marketing/
  • CAS2012 Analytics 1 - SEOmom

    1. 1. Analytics, Glorious AnalyticsGetting the Most Out of Search & Social Analytics Gillian Muessig Founding President, SEOmoz Click Asia Summit 2012 | All Rights Reserved
    2. 2. Metrics. Metrics. Metrics.That which is measured can be improved. Tom Peters, 1982Also: Lord Kelvin, Edwards Demming, Gillian Muessig….
    3. 3. Follow the Money Backwards! Choose the Right KPIs
    4. 4. Start by asking the Right Questions
    5. 5. What’s this website trying to accomplish?
    6. 6. SEOmoz’ AnswersSell More PRO Memberships Serve Current Customers What’s my website trying to accomplish?
    7. 7. SEOmoz’ Answers Sell More API AccessAnswers may change over time What’s my website trying to accomplish
    8. 8. Solar Impulse’ Answers Create Awareness Obtain FundingConnect With Professionals What’s my website trying to accomplish?
    9. 9. Which top metrics tell me if I am succeeding or failing?
    10. 10. Everyone’s AnswerAn increase or decrease in completed goals. Top metrics: are we succeeding or failing?
    11. 11. SEOmoz’ AnswersGaining or losing traffic to the sign-up page Increased or decreased traffic to the site Top metrics: are we succeeding or failing?
    12. 12. MMUair.com AnswersTop metrics: are we succeeding or failing?
    13. 13. MMUair.com Answers Gaining or losing traffic to: • pay-landing-fees page • private-jet-charter-quote page • increased or decreased traffic to the sitewould be key success or trouble indicators Top metrics: are we succeeding or failing?
    14. 14. Secondary Key Performance Indicators
    15. 15. SEOmoz’ Answers "Learn SEO” type queries< or > organic traffic on key terms
    16. 16. SEOmoz’ AnswersBranded term searches < or > search suggest
    17. 17. SEOmoz’ AnswersMember engagement on the Daily SEO Blog < or > organic traffic on blog
    18. 18. SEOmoz’ Answers Members post UGC on YOUmoz< or > organic engagement: YOUmoz
    19. 19. What Are My Biggest Threats
    20. 20. SEOmoz’ AnswersWe have a globally recognized brand with a community of ~½ a million SEOs You come for latest scoop on SEO
    21. 21. SEOmoz’ AnswersWe have a very strong brand associated with TAGFEE What Are My Biggest Threats
    22. 22. SEOmoz’ AnswersA loss of brand association as: • Life-blood daily information source • The place where the industry conversation takes place • The premier journal to publish research • A company defined by TAGFEEWould all constitute major threats
    23. 23. The KPIs We Track
    24. 24. The KPIs We TrackTrack referrals, not “Site:” Commands Links are nice; traffic is better
    25. 25. The KPIs We TrackMore traffic from people researching SEO Newbies grow your pie
    26. 26. KPIs We Track More blog commentsWhere is the conversation taking place?
    27. 27. KPIs We Track More YOUmoz submissionsWhere is the research being published?
    28. 28. KPIs We TrackImproved engagement metrics on site Up and to the right, folks!
    29. 29. KPIs We TrackHigher sign up attempts Follow the money…
    30. 30. KPIs We TrackHigher signup completions Follow the money… to the bank!
    31. 31. Negative KPIs Decline in branded search termsEqually important; keep an eye on them
    32. 32. Negative KPIsDecline in organic traffic to resource pages
    33. 33. Negative KPIsDecline in time spent on the site Huge red flag
    34. 34. Negative KPIsDecline in time spent on the site Time on site
    35. 35. Negative KPIsDecline in YOUmoz submissions Huge red flag
    36. 36. Competitive Research
    37. 37. Competitive ResearchWhat does it mean for you?
    38. 38. Competitive Researchhttp://www.aircraft-charter-world.com/airports/
    39. 39. What NOT to track Just Say No!
    40. 40. Named After Larry Page…Not likelihood to rank in the SERPs
    41. 41. Google Says They Use PageRank to Crawl
    42. 42. What Else Should You Know? Basic Industry Stats
    43. 43. Industry StatisticsClick through rates
    44. 44. Industry StatisticsShort Tail/Long Tail Search Stats
    45. 45. Industry StatisticsShort Tail/Long Tail Conversion Stats
    46. 46. Industry StatisticsThe Search Demand Curve
    47. 47. Choose What to Track• Key Performance Indicators• Follow the cash backwards• Keep an eye on the competition• Know your playing field
    48. 48. Tracking Metrics & ROI
    49. 49. SegmentationAt SEOmoz we track visitors to our top sections by weekto easily identify shifts in the data We Track Visitors to Sections
    50. 50. Successful Events downloads, subscriptions, sign-ups, conversionsA portion of our micro tool usage analysis (GA)
    51. 51. Dive DeeperTracking SERP Rankings Is NOT Enough
    52. 52. Vertical Search Conversions
    53. 53. Local Results
    54. 54. Image Results in SERPs
    55. 55. Video Results
    56. 56. News & Blog Results
    57. 57. Shopping Results
    58. 58. Instant Answers
    59. 59. Social Media Metrics
    60. 60. Cannibalization of the Link Graph MMM… LINK GRAPHS ARE DELICIOUS!
    61. 61. Facebook MetricsIt’s not just about fans! Likes – Comments - Shares
    62. 62. Facebook MetricsTrack “People Talking About This”
    63. 63. Facebook MetricsTrack “Engaged Users”
    64. 64. Facebook Metrics Track “External Referrers”Click on Reach (under Insights in your sidebar)and scroll down to find “External Referrers.”You’ll see a list that shows how many timespeople arrived on your Facebook Page from anexternal site during a selected date range.Read: http://mashable.com/2012/01/20/facebook-metrics-marketing/
    65. 65. Social Signals Are Increasing Page A Page B646 links from 36 root domains 1 link from 1 root domain 2 tweets 522 tweets http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
    66. 66. Social Signals Page B – the tweeted version – ranks #1! Page A Page B646 links from 36 root domains 1 link from 1 root domain 2 tweets 522 tweets http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
    67. 67. Build Your Social Communityhttp://mashable.com/2010/11/15/biggest-facebook-brands/
    68. 68. But…• Those are big brands• My message isn’t simple• My target market is old fashioned• My case is complicated… it’s special
    69. 69. Yup. Everybody’s Doing Ithttp://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
    70. 70. The Vatican Gets It“That interactivity — and the potential it brings to the churchs evangelization mission — is behind the Vaticans new social media push, the culmination of which will be launched at Easter with a new… Vatican information web portal whose contents are specifically designed to be tweeted, posted and blogged.” http://www.inquisitr.com/58739/pope-urges-priests-to-embrace-social-media-start-blogging/
    71. 71. The Vatican Gets It“What we found is Facebook doesn’t just share information, it creates community,”“People begin talking to each other and sharing ideas.”Monseignor Paul Tighe Yahoo News, Dec 2010
    72. 72. Conversion Rate Optimization Track the Money
    73. 73. AIDA Funnel
    74. 74. How You THINK You Welcome Your Customers
    75. 75. How You Welcome Your Customers
    76. 76. Track the WinnersPeople who actually buy from you
    77. 77. Common Denominators• Search your most successful pages• Find one or more things in common• Test these elements on other pages• Increase conversions across your site
    78. 78. Tracking Winners• How many visits before conversion?• What did they do during each visit?• How many pages on site before conversion?• Which pages... on which visits?• How much time on which pages?
    79. 79. Track the Losers• On which page did you scare them off?• When did they give up?• How long before they gave up?
    80. 80. Focus on the Money• Your best customers buy a lot and do it often• Get more of them by doing more of what you’re doing right
    81. 81. Improve the Outcomes
    82. 82. Test Your TouchPoints• Change your selling touch points & style – Google, Yahoo, Bing, – Facebook, LinkedIn, Twitter, Google +, Orkut – Industry-specific social media groups – Country-specific social media groups – Affiliates, paid and unpaid ambassadors – Test, test, test… Then test, test, test….
    83. 83. Test Your Copy• Change your ads• Change your target markets• Change your USP• Change your images• Change your colour schemes
    84. 84. What Creates More Conversions?• Higher SERP rankings?• More images in SERPs?• YouTube videos?• More compelling copy in description tags?• More indexed pages?• ID the clog in your sales funnel and clear it
    85. 85. Clear Clogs in this Funnel
    86. 86. Productization• Pay attention to your best product/service – Make it better – Make it more prominent on the site – Change the target market – Alter the pricing or pricing model – Improve the USP – Package it with something else (upsell)
    87. 87. Customer Service• Track Lifetime Value of Your Client – (subscription based sales, especially!)• Ask why they’re leaving?• Improve your documentation• Say thanks for the sale – and congratulate your customers• Keep your products fresh – constant improvement
    88. 88. R&D• What are customers searching for?• Why AREN’T they buying?• Build products/services/packages to suit them
    89. 89. Short List of Things to Track• Buyers by sales volume• Bounce rates & bounce pages• Time on page & time on site• Number of ‘saved sessions’• Improvements over time• Full sales cycle of touchpoints & onsite actions
    90. 90. Tracking Helpers• Unique landing pages• Unique phone numbers• Unique email addresses• Unique coded ads (think: affiliate codes)• Unique offers / packages• Time sensitive ads
    91. 91. Beautiful Analytics Slides
    92. 92. Reading Resources www.seomoz.org
    93. 93. • http://www.seomoz.org/blog/5-simple- google-analytics-tips-you-should-be-using• http://www.seomoz.org/blog/ google-analytics-event-tracking-to- monitor-calls-to-action• http://www.seomoz.org/learn-seo/
    94. 94. CLICKASIA12 Thank You!• Twitter: @SEOmom• Blog: www.seomoz.org/blog• Email: gillian@seomoz.org www.seomoz.org
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