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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.

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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  • Transcript

    • 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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