2nd Act - Utilizing Analytics for Content Marketing


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Here's the second presentation I did for Heather Lloyd-Martin's SEO copywriting certificate training. In it, I go in more detail on using analytics for content marketing opportunities.

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2nd Act - Utilizing Analytics for Content Marketing

  1. 1. Come to the Geek Side:How to Use Analytics to Create Awesome Ideas for Kick-Butt Content<br />Part 2<br />George Passwater<br />http://www.georgepasswater.com<br />Twitter:@GeorgePasswater<br />
  2. 2. Keywords<br />Creating a goal in GA<br />Using “how”<br />Webmaster tools<br />Referrers<br />Bad Links/Content stealing<br />Adding tracking for social referrers<br />Today’s Agenda<br />
  3. 3. Keywords<br />
  4. 4. People search on them for:<br />Products/Services<br />To find answers<br />For entertainment (games, movies, etc)<br />Find people<br />Just research<br />Keywords Are Important<br />
  5. 5. Which bring in the most traffic?<br />Are you optimizing for them?<br />If not, would you benefit from those keywords?<br />What’s the bounce rate for those terms?<br />How much time do visitors spend on your site from those terms?<br />Keywords<br />
  6. 6. Are your squeeze pages ranking high for targeted terms?<br />If not, why?<br />If yes, are the conversion rates good or bad?<br />What’s the time on page?<br />Revisit bounce rates for low converting squeeze pages.<br />Keywords<br />
  7. 7. Simple Google Analytics Goal<br />Inside Google Analytics, choose Goals<br />Google Analytics Goals<br />
  8. 8. Add a new goal<br />Google Analytics Goals<br />
  9. 9. Create URL based goal <br />Google Analytics Goals<br />
  10. 10.
  11. 11. Add “how to” or “how do I” to keywords from your analytics<br />Gather ideas from search results for content<br />Using How<br />
  12. 12. Go tohttps://www.google.com/webmasters/tools/<br />Login with Google account<br />Register new site<br />Prove site ownership<br />Finish process<br />Wait 24-48 hours for results<br />Google Webmaster Tools<br />
  13. 13. Referrers<br />
  14. 14. What are they?<br />Sites that pass visitors from their site to yours. The most common way this happens is through a link from their site to yours.<br />Referrers<br />
  15. 15. Look at your referring sites in GA:<br />Are they relevant to your site? If so, how?<br />Reach out to them and leave a comment or contact them to say thanks for the link.<br />This could be an opportunity for future projects such as guest posting or more.<br />Take an interest in their site and engage with their readers.<br />Referrers<br />
  16. 16. Look at the keyword phrases from a referrer:<br />What are they targeting? How’s their ranking?<br />What anchor text did they use to link to you?<br />Look at creating your own content with ideas from them (keywords, topic, reader engagement).<br />Referrers<br />
  17. 17. Bad Incoming Links/ Copyscraping<br />Look at tools to check incoming links quality or if others are stealing your content.<br />http://www.bad-neighborhood.com/text-link-tool.htm<br />http://www.copyscape.com<br />Referrers<br />
  18. 18. Referrers<br />Tracking Social<br />
  19. 19. Use this string to a GA custom segment to track social referrers and shortened URLs.<br />Referrers<br />http://www.georgepasswater.com/ga/tracksocial.txt<br />
  20. 20. Use analytics for keyword research<br />Use goals for more detailed metrics<br />Use “how” to create ideas and opportunities<br />Leverage webmaster tools<br />Create opportunities through referrers<br />Check for bad incoming links and content stealers<br />Use advanced segments to measure specific traffic<br />Takeaways<br />
  21. 21. Thank You<br />Twitter: @GeorgePasswater<br />george@georgepasswater.com<br />http://www.georgepasswater.com<br />Email Tips Newsletter: http://bit.ly/gpemailtips<br />