7 2012 05 se-mcamp kiev analytics
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7 2012 05 se-mcamp kiev analytics

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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/
  • We used Gizmo.com to create a dashboard into which every member of the SEOmoz team can log in to see the critical metrics we track.
  • The critical positive and negative KPIs can all be seen in one dashboard at a glance. Clarity around display of information is as critical as providing that info to your client or boss.

7 2012 05 se-mcamp kiev analytics 7 2012 05 se-mcamp kiev analytics Presentation Transcript

  • 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
  • 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
  • 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 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/
  • Gizmo.com
  • Gizmo.com
  • PROMODO12 Thank You!• Twitter: @SEOmom• Blog: www.seomoz.org/blog• Email: gillian@seomoz.org www.seomoz.org