Analytics + SEO = Content

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Put analytics and SEO together, and you have a great system for figuring out what to write and when. This presentation is from a Wappow talk I gave. It's a step-by-step for making this work.

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  • Analytics + SEO = Content

    1. Analytics + SEO = Contentcopyright 2011 Portent Interactive
    2. Reports do not equal Analyticscopyright 2011 Portent Interactive
    3. Reports are spreadsheets. Analytics draws conclusions.copyright 2011 Portent Interactive
    4. A ‘conclusion’ might be ‘I need to write more about this subject’ or ‘man, that last promo really flopped.copyright 2011 Portent Interactive
    5. Ian’s 1st rule of analytics: For every conclusion, provide one action.copyright 2011 Portent Interactive
    6. Ian’s 2nd rule of analytics: Analytics finds opportunity.copyright 2011 Portent Interactive
    7. Time for an example. I have this friend who writes a marketing blog. Hey there!copyright 2011 Portent Interactive
    8. He could just look at traffic reports and see how he’s doing...copyright 2011 Portent Interactive
    9. But that breaks both of our laws of analytics. yeah.copyright 2011 Portent Interactive
    10. Instead, I’ll use analytics to find the best-performing content with potential (opportunity). yeah.copyright 2011 Portent Interactive
    11. Then we can use that to decide what to write next. yeah.copyright 2011 Portent Interactive
    12. If I look at my top content report in Google Analytics: My top 2 pieces of content appeal to nerds and marketers. I need to write more for them.copyright 2011 Portent Interactive
    13. Or, I can set up a quick filter on my organic search traffic report. That will show me the best-performing topics.copyright 2011 Portent Interactive
    14. I’m writing a blog. So I’ll focus on ‘soft’ metrics, like time on site. I want to see phrases that keep people onsite for more than 1.5 minutes - above average for my site...copyright 2011 Portent Interactive
    15. ...and I want to see phrases that result in a bounce rate of 80% or less. That’s above average for my blog.copyright 2011 Portent Interactive
    16. copyright 2011 Portent Interactive
    17. Important finger-wagging interlude #1copyright 2011 Portent Interactive
    18. Notice that I’m selecting keywords based on potential and opportunity, not sheer search volume. If you have an established site, you should always start with this.copyright 2011 Portent Interactive
    19. Why not start by moving up for terms for which you already rank, instead of starting from scratch with new phrases? Huh? Why not?!copyright 2011 Portent Interactive
    20. Yep. That’s right. So start with the phrases you’ve already got. Once you’ve topped out the rankings for those, you can move on to new stuff.copyright 2011 Portent Interactive
    21. So, where were we? Oh yeah. SEO, analytics and keyword selection.copyright 2011 Portent Interactive
    22. Run a search in Google Analytics. Find the phrases that send the best-quality traffic.copyright 2011 Portent Interactive
    23. Now, take a quick look at the top 10. Check the rankings for each phrase.copyright 2011 Portent Interactive
    24. I rank #2 for this term. So, I’ll research what it would take to get to #1. And whether it’s worth the effort.copyright 2011 Portent Interactive
    25. Important finger-wagging interlude #2copyright 2011 Portent Interactive
    26. Beware personalization! Google customizes the rankings you see based on your search history, even if you don’t have a Google account.copyright 2011 Portent Interactive
    27. Which means you can’t trust the rankings you see.copyright 2011 Portent Interactive
    28. So, use a proxy tool. My favorite is Proxify.copyright 2011 Portent Interactive
    29. Here it is:copyright 2011 Portent Interactive
    30. Do. not. abuse it. Proxify isn’t there to be your nifty cool hacking tool.copyright 2011 Portent Interactive
    31. Use it to get accurate rankings. Other people depend on Proxify to protect their identities in places like, oh, Libya. So don’t be a jerk and cause trouble.copyright 2011 Portent Interactive
    32. End of finger-wagging interlude #2copyright 2011 Portent Interactive
    33. I’d just discovered that I rank #2 for social media expert. Now, I need to figure out if it’s worth it to work for a #1 ranking.copyright 2011 Portent Interactive
    34. Meh. SEMRUSH.com search data shows this isn’t the greatest phrase.copyright 2011 Portent Interactive
    35. By the way, SEMRUSH rocks. I won’t make money if you sign up. They just have a great toolset.copyright 2011 Portent Interactive
    36. So, I’m not thrilled with social media expert as a phrase. I’ll dig a little deeper, though, using Google Suggest.copyright 2011 Portent Interactive
    37. Go to Google. Start to type in your search phrase. Google will suggest related searches.copyright 2011 Portent Interactive
    38. Hmmm. Social media policy. That could be a good one.copyright 2011 Portent Interactive
    39. Ah-HAH. It’s a decent phrase. I don’t rank for it, but competition is low and I rank for related terms.copyright 2011 Portent Interactive
    40. Now, I’ll take a look at the rankings for social media policy. I need to see if I can compete.copyright 2011 Portent Interactive
    41. A quick check on opensiteexplorer.org shows that yes, I can compete. Authority-wise, I match up pretty well.copyright 2011 Portent Interactive
    42. (Ian flexes his rippling link muscles)copyright 2011 Portent Interactive
    43. Time to look at content.
    44. I don’t have an existingpage that’s relevant tomy target phrase.
    45. So this term will end upon my keyword map andheadline list.
    46. My keyword map is just a list of phrases, how competitive they are, where I currently rank, and whether there’s an existing page on my site that I should optimize for that phrase.copyright 2011 Portent Interactive
    47. Do I need a new page?copyright 2011 Portent Interactive
    48. My target phrasecopyright 2011 Portent Interactive
    49. The current ranking page on my site, if any.copyright 2011 Portent Interactive
    50. Current traffic I receive from this phrase.copyright 2011 Portent Interactive
    51. Potential volume if I hit #1.copyright 2011 Portent Interactive
    52. Potential volume if I hit #1. This is a very approximate number: 50% of the total search volume, which I average between the Google Adwords keyword tool and SEMRush. Basically, a guess.copyright 2011 Portent Interactive
    53. Potential volume if I hit #1. Sorry. It’s all I’ve got.copyright 2011 Portent Interactive
    54. Number of results found if I search for allintitle:social media policy on Googlecopyright 2011 Portent Interactive
    55. Number of results found if I search for allintitle:social media policy on Google You can use the same search to get a rough idea of competition. Go to Google, type in allintitle:your search phrase, then write down the number of results.copyright 2011 Portent Interactive
    56. SEMRush’s competition number, for another competition metric.copyright 2011 Portent Interactive
    57. There you have it. A keyword map. It can keep you organized and focused on goals.copyright 2011 Portent Interactive
    58. I also keep a separate headline list. This is a brainstorming list of headlines based on the keyword map. I can then go through them myself, or assign them to other writers.copyright 2011 Portent Interactive
    59. Nothing magical here. Just a list to keep me organized.copyright 2011 Portent Interactive
    60. Every week, check the keyword map and update it. Assign new phrases to the map. And add new headlines to your headline list.copyright 2011 Portent Interactive
    61. Write content for each headline and post it.copyright 2011 Portent Interactive
    62. Do all the other proper SEO stuff: A good title tag, great overall writing, smart code, and some smart internal linking.copyright 2011 Portent Interactive
    63. Go out into the world and tell folks about your great new article/page/ blog post.copyright 2011 Portent Interactive
    64. Repeat as necessary.copyright 2011 Portent Interactive
    65. That’s it. Follow these steps and you can guide your content and SEO strategy with analytics.copyright 2011 Portent Interactive
    66. It requires persistence.copyright 2011 Portent Interactive
    67. It also works. Really well.copyright 2011 Portent Interactive
    68. Find me @portentint www.conversationmarketing.com www.portent.com

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