SEO Analytics - Middle Earth Style
 

SEO Analytics - Middle Earth Style

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No, not Frodo. His will shredded like wet toilet paper. Gollum took the lava bath, destroyed the ring, and saved everyone from a 36" Dark Lord. Does he get any credit? Nooooooo. Nine-fingered Frodo is ...

No, not Frodo. His will shredded like wet toilet paper. Gollum took the lava bath, destroyed the ring, and saved everyone from a 36" Dark Lord. Does he get any credit? Nooooooo. Nine-fingered Frodo is the hero. The ladies all swoon at Legolas and Aragorn. But not poor Gollum.

Internet marketers, and SEOs in particular, are a lot like Gollum: We're shunned. We don't get much sunlight. Our diet is awful. And we never get the credit for business success.

It's our fault. We're good at building rankings and building traffic. But we're terrible at demonstrating the value of our work. So we fling ourselves into the lava. Every single time.

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  • Who really saved middle earth? No, not some pretty-boy hobbit.
  • Gollum did! He took the hot lava swan dive, right after Frodo gave in. Without him, everyone ends up worshipping a 3-foot-tall Dark Lord. Embarrassing.
  • We SEOs are a lot like Gollum.
  • Stuck in the dark.
  • We’re shunned and avoided.
  • Our diet sucks.
  • And we never get the damned credit for anything.
  • None of my clients wanted to be compared with ravening hordes of goblins and uruk, for some reason. So, I'm going to use a fake company: — Nazgul Bicycle Shop — as an example throughout this post. Nazgul is the world's largest bicycle shop chain. We do 10% of our business online, and the rest off.We're best known for our chainrings. There are 9 of them. Plus one forged in darkness... Never mind.
  • The report card should show the actions taken, the quality of those actions, and the result.

SEO Analytics - Middle Earth Style SEO Analytics - Middle Earth Style Presentation Transcript

  • IAN LURIEPORTENT, INC@PORTENTINTPORTENT.COM17 YEARS
  • HTTP://PORTENT.CO/LOTRSEO
  • MAKING THEDATAWORK FOR YOU
  • AKA
  • SEO ANALYTICSMIDDLE-EARTH STYLE
  • PALE GREENISH TINGE
  • OH GOD!!!!! Not an SEO!!!!
  • NO ONEBELIEVESWE DID IT
  • REALLY? SEO Starts
  • REALLY?!!!!!!!30,000! !9,000!! PORTENT STARTS !8,000!!25,000! !7,000!!20,000! !6,000!! !5,000!!15,000! !4,000!! SEO!visits! NB!SEO!visits!10,000! !3,000!! !2,000!! 5,000! !1,000!! 0! !"!!!! Dec"10! Sep"10! Oct"10! Nov"10! Jan"11! Apr"11! Dec"11! Oct"11! Nov"11! Jan"12! Feb"12! May"11! Feb"11! Mar"11! Sep"11! Jul"11! Aug"11! Jun"11!
  • USE DATA TOPERSUADE
  • USE DATA TOCONNECT ACTIONTO RESULT
  • DO NOTUSE DATA TOCONFUSE
  • DO NOTLOB DATAGRENADES
  • HARVEST BIGBUT REPORT SMALL
  • 1GRADE YOURSELF
  • DUPLICATEDUPLICATE
  • 404’S
  • 200’S
  • INDEXEDPAGES
  • LOADTIME
  • KEYWORDDIVERSITY
  • DOMAINAUTHORITY
  • SOCIAL
  • ORGANIC TRAFFIC
  • NON-BRANDEDORGANIC TRAFFIC
  • ORGANICCONVERSIONS
  • HOW ARE WE DOINGRIGHT NOW?
  • 2BUILD THEOPPORTUNITY MAP
  • FIND OPPORTUNITY GAPS
  • WHAT CAN WEACCOMPLISH?
  • 3ESTIMATE DIFFICULTY
  • HOW HARD WILL IT BE TOGET THERE?
  • 4MAP ACTION TOOPPORTUNITY
  • WHAT MUST WE DO TOGET THERE?
  • We do OK for Ugh. Our siteslinking domains too small, maybe.
  • Oy. Our duplicationrates are way too high.
  • “Our content strategy mustadd 10 quality pages to oursite each week.”
  • “We need to add links fromsites with at least a 70domain authority.”
  • “We must eliminate onsiteduplication.”
  • 5TRACK IT ALL
  • HOW ARE WE DOINGRIGHT NOW?
  • 6CREATE THEREPORT CARD
  • ACTION + EXECUTION = RESULT
  • 7DON’T REPORTANALYZE
  • WHAT & WHYASSESSMENTNEXT ACTION
  • “Our site had a serious duplicationissue last month. That meant moreindexed pages, but poorer rankings.As a result, sales fell 1%. Nextaction: Fix the duplication issues.Potentially dump guilty parties intoMt. Doom.”
  • “The last blog post we did wasfeatured on Overlord Weekly! Wegained 25 inlinking domains. Thathasnt kicked up the rankings yet, butit will. Next action: Figure out why thatparticular post attracted so muchattention and adjust our strategy. Also,let folks know by publicly thankingOverlord.”
  • “Rankings are up. Sales are up.”
  • “Traffic fell 10%, but we expectit to recover.”
  • “Thanks to the dev team, we fixedall duplication problems. Thathelped boost traffic 45%.”
  • SOME FINAL ADVICE
  • DON’T FEARBRAG
  • DON’T FEARCONTEXT
  • TIE ACTIONTO RESULT
  • HARVEST BIGBUT REPORT SMALL
  • HTTP://PORTENT.CO/LOTRSEO IAN LURIE PORTENT, INC @PORTENTINT PORTENT.COM