taking_your_analytics_data_beyon-geoff_mack.ppt
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  • Conference is almost over. I realize I am the only thing standing between you and a pint of Sierra Nevada. I will make you a promise: 1. I’ll be quick. 2. I will try to be interesting, and 3. I will show graphs.
  • Today’s Panel: Beyond the Pageview. What does that mean?
  • I think it means that we should get our head out of the sand. Let’s face it. We live in a competitive world. We compete for visitors, pageviews, search engine results.
  • There is a competitive landscape out there. And we need to take our heads out of the sand and look around. Who are our competitors? How much traffic do they get? How do they get their traffic?
  • But first, some news. Alexa is working on a new product, Alexa Research… in private beta. If you go to the URL on the screen and apply for an account, I’ll get your account approved.
  • There is a competitive landscape out there. And we need to take our heads out of the sand and look around. Who are our competitors? How much traffic do they get? How do they get their traffic?
  • This is a competition. You are competing for the same customers. The same dollars. The rule here: know your opponent.
  • Let’s take a real world example. Leisurepro.com.
  • How are they going to improve?
  • Standard Operating Procedure is to start searching Google for all your keywords (don’t miss any). Compile a list of your competitors. Look up the Alexa rank for each site. Then you have a short-list of successful competitors. But it takes forever. There must be a better way.
  • Can’t I just type in my site, see my competitors, how much traffic I share with them, see how successful they are? Then compile them into a report.
  • Can’t I just type in my site, see my competitors, how much traffic I share with them, see how successful they are? Then compile them into a report.
  • What if you could just type in your keyword(s), see all sites that are about your topic… see the number of visitors, number of pageviews for each site…
  • What if you could sharpen your filter. Screen out sites that are irrelevant to you.
  • And what if you could go deeper and filter based on the specific audience that your are targeting?
  • … and further, to filter based on specific traffic criteria.
  • There must be an easier way to compare these sites. Can’t this be automated?
  • Can’t I just click the sites I’m interested in, compile them into a report, to see how they are doing?
  • Yes, there is an easier way. With a click, you can see: How much traffic do these sites get from search engines…
  • What search terms drive traffic to the site…
  • How many links link to your competitors? Are they good links?
  • Is that number of links normal. Above average for their rank? Below average for their rank?
  • Where, geographically speaking, does the traffic come from?
  • What site were visitors on before they came here…
  • How much of my competitors’ traffic do I already get? How much more could I get?
  • Get your head out of the sand
  • Study the competition
  • Learn the secrets to sucess
  • Learn the secrets to sucess

taking_your_analytics_data_beyon-geoff_mack.ppt Presentation Transcript

  • 1. Alexa Internet
  • 2. Beyond the Pageview
  • 3.  
  • 4. Competitive Landscape
  • 5. http://cardea.alexa.com
  • 6. 1. Who are my competitors? 2. How successful are they? 3. Where do they get their traffic?
  • 7. Who are my competitors?
  • 8. Example: leisurepro.com
  • 9. Leisurepro.com
    • Scuba site
    • E-commerce
    • Visitors per month: 70,000
    • Alexa Rank: 57,000
    • Page Rank: 4
  • 10. leisurepro.com competitors
    • S.O.P.
      • Search Google for keywords:
        • Scuba, diving, divers, snorkel
      • Compile a list
        • Be sure to search ALL relevant keywords
      • Look up Alexa rank for each site
    • Elapsed time: All day…
  • 11. Is there a better way?
  • 12. Sites with a similar audience…
  • 13. Alternatively, Site Screener…
  • 14. Dig even deeper… by content
  • 15. And deeper… by demographics
  • 16. And deeper… by traffic.
  • 17. You have your list
  • 18. What now?
    • Now that you know your competition…
  • 19. How successful are they?
    • S.O.P.
      • Search Google for keywords:
        • Scuba, diving, divers, snorkel
      • For all sites in your list
        • Scuba.com, scubaboard.com, scubatoys.com, etc
      • Look up Alexa rank for each site
        • And on, and on, and on…
    • Elapsed time: Another day…
  • 20. Is there a better way?
  • 21. A better way…
  • 22. A look at the competition
  • 23. How are they performing?
  • 24. What now?
    • Now that you know your competition…
    • Now that you know how successful they are…
  • 25. Where do they get their traffic?
    • S.O.P.
      • Search Google for keywords:
        • Scuba, diving, divers, snorkel
      • For all sites in your list
        • Scuba.com, scubaboard.com, scubatoys.com, etc
      • Make guesses about click-throughs
    • Elapsed time: Another day…
  • 26. Is there a better way?
  • 27. Search terms…
  • 28. Dig deeper… Sites Linking in.
  • 29. And deeper… How do I compare?
  • 30. And deeper… Where are visitors from?
  • 31. And deeper still… Upstream sites.
  • 32. And deeper still… Overlap detail.
  • 33. What now?
    • Now that you know your competition…
    • Now that you know how successful they are…
    • Now that you know how they did it…
  • 34. Get your head out of the sand…
  • 35. Study your competitors…
  • 36. Learn their secrets…
  • 37. Fly…
  • 38. Thank you
    • Geoffrey Mack
    • Alexa Internet
    • [email_address]
    • 415-561-6973
    • The beta: http://cardea.alexa.com