1. Using Readership Analytics to
Build a Culture of Thought Leadership
Jennifer Schaller, Managing Director
Nicole Minnis, Lead Publications Manager

2. Manage Expectations.
Begin with the end in mind.
SEO Changes and Simple tweaks.
How will success be measured?

3. 75,000+ hits
About 50% international
readership – large
readership from educational
Institutions
80% of links into the article
from social media, blog
comments

4. More than 80% of traffic to this
article came from people on this
website.

5. Walmart
Crate and Barrel
Bank of America
Safeway
City of Madison, WI
City of Rockford, IL

6. SEO Changes – More Non-Link Search Results

7. SEO Changes
– Increase in Universal Search Integrations

8. SEO Changes
– Increase in
Universal Search
Integrations

9. SEO Changes– More Emphasis on Local

10. SEO Changes – Increase in Universal Search Integrations

11. The Whos, Whys and Hows of the Click Through

12. Click Through-able Titles [Useful, Ultra-Specific, Urgency]
• Use Brackets in Headline [VIDEO] [INFOGRAPHIC] [WEBINAR]
• Implementing a Counterfeit Enforcement Program [VIDEO]
• Who – Specify: Company Involved in Law Suit, Type of Tax
• Court Refuses To Reconsider Bifurcation Order [sad]
• Include State, City Company Name, Celebrity Name
• Include Terms Folks Will Use In Search: Short Versions of Case Names
(No Cites), Legislation Names & Abbreviations, Circuit name
• UltraSpecific – Use Numbers, Use Dates (also can create urgency)
• Ten Ways 2016 Election May Affect Privacy and Data Security Law
• June 1: OSHA’s Revised Hazard Communication Standard Deadline for
Compliance

13. Click Through-able Titles Most Important Words at the Front
• Most Important Words at Front: Over 65 characters gets cut

14. Algorithms Don’t Appreciate Wit, Irony, Humor, or Style. [Mashable]
• Most Important Words at Front: key words first then hook
• Ask Questions

15. SEO – Many Factors Working Together

16. Identify one or two
attorneys who have:
• Shown that they
understand the value
of thought leadership
AND
• Have the best track
record of following
through with new
initiatives

17. 1. Quantify success of existing content
2. Provide insight and direction for future content

18. It’s not your fault!
Google analytics is not user friendly.

19. Set your date range!

20. Behavior: Unique Pageviews and
Time Spent on Page
Behavior > Overview

23. Audience: Geographic Location
of Readers
Audience > Geo > Location

25. Audience: Geographic Location
of Readers
Audience > Technology > Network

26. Click the Provider

27. Secondary
Dimension >
Behavior > Page
Articles read
by people at
the SEC

28. Acquisition: Who has linked to
your content?
Acquisition > All Traffic > Referrals

29. Click through

30. Click to open page
where your content is
linked

31. Quantify success of existing content
• Behavior: Unique Pageviews and Time Spent on Page
• Audience: Location of Readers
• Acquisition: Who has linked to your content?

32. 1. Quantify success of existing content
2. Provide insight and direction for future content

33. Audience: Geographic Location
of Readers
Audience > Technology > Network

35. Acquisition: Who has linked to
your content?
Acquisition > All Traffic > Referrals

36. Click through

37. Social media sites

38. Acquisition: What keywords were
searched for to get to your
content
Acquisition > Search Engine Optimization > Queries

39. Queries = Keywords

40. Sharing Data – Create reports
• Get concrete information to attorneys
• Tap into competitiveness
• Even if legal marketers don’t create reports, can direct right people to create
them and facilitate sharing.

41. Behavior: Unique Pageviews and
Time Spent on Page
Behavior > Overview

42. Creating Reports in Google Analytics

43. Creating Reports in Google Analytics

44. PDF report

45. Sharing Data – Create reports
• Get concrete information to attorneys
• Tap into competitiveness
• Even if legal marketers don’t create reports, can direct right people to create
them and facilitate sharing.

46. Jennifer Schaller, jschaller@natlawreview.com
Nicole Minnis, nminnis@natlawreview.com