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

    1. 1. Analytics, Glorious AnalyticsGetting the Most Out of Search & Social Analytics Gillian Muessig Founding President, SEOmoz SEMcamp Kyiv 2012 | All Rights Reserved
    2. 2. Metrics. Metrics. Metrics.That which is measured can be improved. Tom Peters, 1982Also: Lord Kelvin, Edwards Demming, Gillian Muessig….
    3. 3. Follow the Money Backwards! Choose the Right KPIs
    4. 4. Start by asking the Right Questions
    5. 5. What’s this website trying to accomplish?
    6. 6. SEOmoz’ AnswersSell More PRO Memberships Serve Current Customers What’s my website trying to accomplish?
    7. 7. SEOmoz’ Answers Sell More API AccessAnswers may change over time What’s my website trying to accomplish
    8. 8. Solar Impulse’ Answers Create Awareness Obtain FundingConnect With Professionals What’s my website trying to accomplish?
    9. 9. Which top metrics tell me if I am succeeding or failing?
    10. 10. Everyone’s AnswerAn increase or decrease in completed goals. Top metrics: are we succeeding or failing?
    11. 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. 12. MMUair.com AnswersTop metrics: are we succeeding or failing?
    13. 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. 14. Secondary Key Performance Indicators
    15. 15. SEOmoz’ Answers "Learn SEO” type queries< or > organic traffic on key terms
    16. 16. SEOmoz’ AnswersBranded term searches < or > search suggest
    17. 17. SEOmoz’ AnswersMember engagement on the Daily SEO Blog < or > organic traffic on blog
    18. 18. SEOmoz’ Answers Members post UGC on YOUmoz< or > organic engagement: YOUmoz
    19. 19. What Are My Biggest Threats
    20. 20. SEOmoz’ AnswersWe have a globally recognized brand with a community of ~½ a million SEOs You come for latest scoop on SEO
    21. 21. SEOmoz’ AnswersWe have a very strong brand associated with TAGFEE What Are My Biggest Threats
    22. 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. 23. The KPIs We Track
    24. 24. The KPIs We TrackTrack referrals, not “Site:” Commands Links are nice; traffic is better
    25. 25. The KPIs We TrackMore traffic from people researching SEO Newbies grow your pie
    26. 26. KPIs We Track More blog commentsWhere is the conversation taking place?
    27. 27. KPIs We Track More YOUmoz submissionsWhere is the research being published?
    28. 28. KPIs We TrackImproved engagement metrics on site Up and to the right, folks!
    29. 29. KPIs We TrackHigher sign up attempts Follow the money…
    30. 30. KPIs We TrackHigher signup completions Follow the money… to the bank!
    31. 31. Negative KPIs Decline in branded search termsEqually important; keep an eye on them
    32. 32. Negative KPIsDecline in organic traffic to resource pages
    33. 33. Negative KPIsDecline in time spent on the site Huge red flag
    34. 34. Negative KPIsDecline in time spent on the site Time on site
    35. 35. Negative KPIsDecline in YOUmoz submissions Huge red flag
    36. 36. Competitive Research
    37. 37. Competitive ResearchWhat does it mean for you?
    38. 38. Competitive Researchhttp://www.aircraft-charter-world.com/airports/
    39. 39. What NOT to track Just Say No!
    40. 40. Named After Larry Page…Not likelihood to rank in the SERPs
    41. 41. Google Says They Use PageRank to Crawl
    42. 42. What Else Should You Know? Basic Industry Stats
    43. 43. Industry StatisticsClick through rates
    44. 44. Industry StatisticsShort Tail/Long Tail Search Stats
    45. 45. Industry StatisticsShort Tail/Long Tail Conversion Stats
    46. 46. Industry StatisticsThe Search Demand Curve
    47. 47. Tracking Metrics & ROI
    48. 48. SegmentationAt SEOmoz we track visitors to our top sections by weekto easily identify shifts in the data We Track Visitors to Sections
    49. 49. Successful Events downloads, subscriptions, sign-ups, conversionsA portion of our micro tool usage analysis (GA)
    50. 50. Dive DeeperTracking SERP Rankings Is NOT Enough
    51. 51. Vertical Search Conversions
    52. 52. Local Results
    53. 53. Image Results in SERPs
    54. 54. Video Results
    55. 55. News & Blog Results
    56. 56. Shopping Results
    57. 57. Instant Answers
    58. 58. Social Media Metrics
    59. 59. Cannibalization of the Link Graph MMM… LINK GRAPHS ARE DELICIOUS!
    60. 60. Facebook MetricsIt’s not just about fans! Likes – Comments - Shares
    61. 61. Facebook MetricsTrack “People Talking About This”
    62. 62. Facebook MetricsTrack “Engaged Users”
    63. 63. 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/
    64. 64. Gizmo.com
    65. 65. Gizmo.com
    66. 66. PROMODO12 Thank You!• Twitter: @SEOmom• Blog: www.seomoz.org/blog• Email: gillian@seomoz.org www.seomoz.org