Analytics, Glorious AnalyticsGetting the Most Out of Search & Social Analytics Gillian Muessig Founding President, SEOmoz SEMcamp Kyiv 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 MetricsTrack “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/