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!                                                                                                     ...
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 ...
“The last blog post we did wasfeatured on Overlord Weekly! Wegained 25 inlinking domains. Thathasnt kicked up the rankings...
“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
SEO Analytics - Middle Earth Style
SEO Analytics - Middle Earth Style
SEO Analytics - Middle Earth Style
SEO Analytics - Middle Earth Style
SEO Analytics - Middle Earth Style
SEO Analytics - Middle Earth Style
SEO Analytics - Middle Earth Style
SEO Analytics - Middle Earth Style
SEO Analytics - Middle Earth Style
SEO Analytics - Middle Earth Style
SEO Analytics - Middle Earth Style
SEO Analytics - Middle Earth Style
SEO Analytics - Middle Earth Style
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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 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

    1. 1. IAN LURIEPORTENT, INC@PORTENTINTPORTENT.COM17 YEARS
    2. 2. HTTP://PORTENT.CO/LOTRSEO
    3. 3. MAKING THEDATAWORK FOR YOU
    4. 4. AKA
    5. 5. SEO ANALYTICSMIDDLE-EARTH STYLE
    6. 6. PALE GREENISH TINGE
    7. 7. OH GOD!!!!! Not an SEO!!!!
    8. 8. NO ONEBELIEVESWE DID IT
    9. 9. REALLY? SEO Starts
    10. 10. 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!
    11. 11. USE DATA TOPERSUADE
    12. 12. USE DATA TOCONNECT ACTIONTO RESULT
    13. 13. DO NOTUSE DATA TOCONFUSE
    14. 14. DO NOTLOB DATAGRENADES
    15. 15. HARVEST BIGBUT REPORT SMALL
    16. 16. 1GRADE YOURSELF
    17. 17. DUPLICATEDUPLICATE
    18. 18. 404’S
    19. 19. 200’S
    20. 20. INDEXEDPAGES
    21. 21. LOADTIME
    22. 22. KEYWORDDIVERSITY
    23. 23. DOMAINAUTHORITY
    24. 24. SOCIAL
    25. 25. ORGANIC TRAFFIC
    26. 26. NON-BRANDEDORGANIC TRAFFIC
    27. 27. ORGANICCONVERSIONS
    28. 28. HOW ARE WE DOINGRIGHT NOW?
    29. 29. 2BUILD THEOPPORTUNITY MAP
    30. 30. FIND OPPORTUNITY GAPS
    31. 31. WHAT CAN WEACCOMPLISH?
    32. 32. 3ESTIMATE DIFFICULTY
    33. 33. HOW HARD WILL IT BE TOGET THERE?
    34. 34. 4MAP ACTION TOOPPORTUNITY
    35. 35. WHAT MUST WE DO TOGET THERE?
    36. 36. We do OK for Ugh. Our siteslinking domains too small, maybe.
    37. 37. Oy. Our duplicationrates are way too high.
    38. 38. “Our content strategy mustadd 10 quality pages to oursite each week.”
    39. 39. “We need to add links fromsites with at least a 70domain authority.”
    40. 40. “We must eliminate onsiteduplication.”
    41. 41. 5TRACK IT ALL
    42. 42. HOW ARE WE DOINGRIGHT NOW?
    43. 43. 6CREATE THEREPORT CARD
    44. 44. ACTION + EXECUTION = RESULT
    45. 45. 7DON’T REPORTANALYZE
    46. 46. WHAT & WHYASSESSMENTNEXT ACTION
    47. 47. “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.”
    48. 48. “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.”
    49. 49. “Rankings are up. Sales are up.”
    50. 50. “Traffic fell 10%, but we expectit to recover.”
    51. 51. “Thanks to the dev team, we fixedall duplication problems. Thathelped boost traffic 45%.”
    52. 52. SOME FINAL ADVICE
    53. 53. DON’T FEARBRAG
    54. 54. DON’T FEARCONTEXT
    55. 55. TIE ACTIONTO RESULT
    56. 56. HARVEST BIGBUT REPORT SMALL
    57. 57. HTTP://PORTENT.CO/LOTRSEO IAN LURIE PORTENT, INC @PORTENTINT PORTENT.COM
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