CAS2012 Analytics 1 - SEOmom

Metrics. Metrics. Metrics.That which is measured can be improved. Tom Peters, 1982Also: Lord Kelvin, Edwards Demming, Gillian Muessig….

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 accomplish?

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: are we succeeding or failing?

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 • increased or decreased traffic to the sitewould be key success or trouble indicators Top metrics: are we succeeding or failing?

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 scoop on SEO

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 industry conversation takes place • The premier journal to publish research • A company defined by TAGFEEWould all constitute major threats

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 your playing field

Tracking Metrics & ROI

SegmentationAt SEOmoz we track visitors to our top sections by weekto easily identify shifts in the data We Track Visitors to Sections

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 DELICIOUS!

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 “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/

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

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

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’s special

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 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/

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

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 other pages• Increase conversions across your site

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?

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 right

Improve the Outcomes

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….

Test Your Copy• Change your ads• Change your target markets• Change your USP• Change your images• Change your colour schemes

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

Clear Clogs in this Funnel

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)

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

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• Number of ‘saved sessions’• Improvements over time• Full sales cycle of touchpoints & onsite actions

Tracking Helpers• Unique landing pages• Unique phone numbers• Unique email addresses• Unique coded ads (think: affiliate codes)• Unique offers / packages• Time sensitive ads

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-analytics-event-tracking-to- monitor-calls-to-action• http://www.seomoz.org/learn-seo/

CLICKASIA12 Thank You!• Twitter: @SEOmom• Blog: www.seomoz.org/blog• Email: gillian@seomoz.org www.seomoz.org

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CAS2012 Analytics 1 - SEOmom

by Gillian Muessig

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