Well that is great, but honestly SEOmoz can'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'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:
1. Analytics, Glorious AnalyticsGetting the Most Out of Search & Social Analytics Gillian Muessig Founding President, SEOmoz Click Asia Summit 2012 | All Rights Reserved
2. Metrics. Metrics. Metrics.That which is measured can be improved. Tom Peters, 1982Also: Lord Kelvin, Edwards Demming, Gillian Muessig….
3. Follow the Money Backwards! Choose the Right KPIs
4. Start by asking the Right Questions
5. What’s this website trying to accomplish?
6. SEOmoz’ AnswersSell More PRO Memberships Serve Current Customers What’s my website trying to accomplish?
7. SEOmoz’ Answers Sell More API AccessAnswers may change over time What’s my website trying to accomplish
8. Solar Impulse’ Answers Create Awareness Obtain FundingConnect With Professionals What’s my website trying to accomplish?
9. Which top metrics tell me if I am succeeding or failing?
10. Everyone’s AnswerAn increase or decrease in completed goals. Top metrics: are we succeeding or failing?
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. MMUair.com AnswersTop metrics: are we succeeding or failing?
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. Secondary Key Performance Indicators
15. SEOmoz’ Answers "Learn SEO” type queries< or > organic traffic on key terms
16. SEOmoz’ AnswersBranded term searches < or > search suggest
17. SEOmoz’ AnswersMember engagement on the Daily SEO Blog < or > organic traffic on blog
18. SEOmoz’ Answers Members post UGC on YOUmoz< or > organic engagement: YOUmoz
19. What Are My Biggest Threats
20. SEOmoz’ AnswersWe have a globally recognized brand with a community of ~½ a million SEOs You come for latest scoop on SEO
21. SEOmoz’ AnswersWe have a very strong brand associated with TAGFEE What Are My Biggest Threats
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. The KPIs We Track
24. The KPIs We TrackTrack referrals, not “Site:” Commands Links are nice; traffic is better
25. The KPIs We TrackMore traffic from people researching SEO Newbies grow your pie
26. KPIs We Track More blog commentsWhere is the conversation taking place?
27. KPIs We Track More YOUmoz submissionsWhere is the research being published?
28. KPIs We TrackImproved engagement metrics on site Up and to the right, folks!
29. KPIs We TrackHigher sign up attempts Follow the money…
30. KPIs We TrackHigher signup completions Follow the money… to the bank!
31. Negative KPIs Decline in branded search termsEqually important; keep an eye on them
32. Negative KPIsDecline in organic traffic to resource pages
33. Negative KPIsDecline in time spent on the site Huge red flag
34. Negative KPIsDecline in time spent on the site Time on site
35. Negative KPIsDecline in YOUmoz submissions Huge red flag
36. Competitive Research
37. Competitive ResearchWhat does it mean for you?
51. Dive DeeperTracking SERP Rankings Is NOT Enough
52. Vertical Search Conversions
53. Local Results
54. Image Results in SERPs
55. Video Results
56. News & Blog Results
57. Shopping Results
58. Instant Answers
59. Social Media Metrics
60. Cannibalization of the Link Graph MMM… LINK GRAPHS ARE DELICIOUS!
61. Facebook MetricsIt’s not just about fans! Likes – Comments - Shares
62. Facebook MetricsTrack “People Talking About This”
63. Facebook MetricsTrack “Engaged Users”
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. 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. 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. Build Your Social Communityhttp://mashable.com/2010/11/15/biggest-facebook-brands/
68. But…• Those are big brands• My message isn’t simple• My target market is old fashioned• My case is complicated… it’s special
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. 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. Conversion Rate Optimization Track the Money
73. AIDA Funnel
74. How You THINK You Welcome Your Customers
75. How You Welcome Your Customers
76. Track the WinnersPeople who actually buy from you
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. 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. Track the Losers• On which page did you scare them off?• When did they give up?• How long before they gave up?
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. Improve the Outcomes
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. Test Your Copy• Change your ads• Change your target markets• Change your USP• Change your images• Change your colour schemes
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. Clear Clogs in this Funnel
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. 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. R&D• What are customers searching for?• Why AREN’T they buying?• Build products/services/packages to suit them
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