Analytics + SEO = Content
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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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Analytics + SEO = Content Analytics + SEO = Content Presentation Transcript

  • Analytics + SEO = Contentcopyright 2011 Portent Interactive
  • Reports do not equal Analyticscopyright 2011 Portent Interactive
  • Reports are spreadsheets. Analytics draws conclusions.copyright 2011 Portent Interactive
  • A ‘conclusion’ might be ‘I need to write more about this subject’ or ‘man, that last promo really flopped.copyright 2011 Portent Interactive
  • Ian’s 1st rule of analytics: For every conclusion, provide one action.copyright 2011 Portent Interactive
  • Ian’s 2nd rule of analytics: Analytics finds opportunity.copyright 2011 Portent Interactive
  • Time for an example. I have this friend who writes a marketing blog. Hey there!copyright 2011 Portent Interactive
  • He could just look at traffic reports and see how he’s doing...copyright 2011 Portent Interactive
  • But that breaks both of our laws of analytics. yeah.copyright 2011 Portent Interactive
  • Instead, I’ll use analytics to find the best-performing content with potential (opportunity). yeah.copyright 2011 Portent Interactive
  • Then we can use that to decide what to write next. yeah.copyright 2011 Portent Interactive
  • 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
  • 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
  • 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
  • ...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
  • copyright 2011 Portent Interactive
  • Important finger-wagging interlude #1copyright 2011 Portent Interactive
  • 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
  • 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
  • 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
  • So, where were we? Oh yeah. SEO, analytics and keyword selection.copyright 2011 Portent Interactive
  • Run a search in Google Analytics. Find the phrases that send the best-quality traffic.copyright 2011 Portent Interactive
  • Now, take a quick look at the top 10. Check the rankings for each phrase.copyright 2011 Portent Interactive
  • 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
  • Important finger-wagging interlude #2copyright 2011 Portent Interactive
  • 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
  • Which means you can’t trust the rankings you see.copyright 2011 Portent Interactive
  • So, use a proxy tool. My favorite is Proxify.copyright 2011 Portent Interactive
  • Here it is:copyright 2011 Portent Interactive
  • Do. not. abuse it. Proxify isn’t there to be your nifty cool hacking tool.copyright 2011 Portent Interactive
  • 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
  • End of finger-wagging interlude #2copyright 2011 Portent Interactive
  • 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
  • Meh. SEMRUSH.com search data shows this isn’t the greatest phrase.copyright 2011 Portent Interactive
  • By the way, SEMRUSH rocks. I won’t make money if you sign up. They just have a great toolset.copyright 2011 Portent Interactive
  • 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
  • Go to Google. Start to type in your search phrase. Google will suggest related searches.copyright 2011 Portent Interactive
  • Hmmm. Social media policy. That could be a good one.copyright 2011 Portent Interactive
  • 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
  • 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
  • A quick check on opensiteexplorer.org shows that yes, I can compete. Authority-wise, I match up pretty well.copyright 2011 Portent Interactive
  • (Ian flexes his rippling link muscles)copyright 2011 Portent Interactive
  • Time to look at content.
  • I don’t have an existingpage that’s relevant tomy target phrase.
  • So this term will end upon my keyword map andheadline list.
  • 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
  • Do I need a new page?copyright 2011 Portent Interactive
  • My target phrasecopyright 2011 Portent Interactive
  • The current ranking page on my site, if any.copyright 2011 Portent Interactive
  • Current traffic I receive from this phrase.copyright 2011 Portent Interactive
  • Potential volume if I hit #1.copyright 2011 Portent Interactive
  • 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
  • Potential volume if I hit #1. Sorry. It’s all I’ve got.copyright 2011 Portent Interactive
  • Number of results found if I search for allintitle:social media policy on Googlecopyright 2011 Portent Interactive
  • 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
  • SEMRush’s competition number, for another competition metric.copyright 2011 Portent Interactive
  • There you have it. A keyword map. It can keep you organized and focused on goals.copyright 2011 Portent Interactive
  • 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
  • Nothing magical here. Just a list to keep me organized.copyright 2011 Portent Interactive
  • 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
  • Write content for each headline and post it.copyright 2011 Portent Interactive
  • 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
  • Go out into the world and tell folks about your great new article/page/ blog post.copyright 2011 Portent Interactive
  • Repeat as necessary.copyright 2011 Portent Interactive
  • That’s it. Follow these steps and you can guide your content and SEO strategy with analytics.copyright 2011 Portent Interactive
  • It requires persistence.copyright 2011 Portent Interactive
  • It also works. Really well.copyright 2011 Portent Interactive
  • Find me @portentint www.conversationmarketing.com www.portent.com