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CAS2012 Analytics 1 - SEOmom
 

CAS2012 Analytics 1 - SEOmom

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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.

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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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  • good and best presentation
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  • 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:
  • 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 CAS2012 Analytics 1 - SEOmom Presentation Transcript

  • 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
  • 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