Analytics, Glorious AnalyticsGetting the Most Out of Search & Social Analytics Gillian Muessig Founding President, SEOmoz Click Asia Summit 2012 | All Rights Reserved
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
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
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
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