The Math Behind Your Blog


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Learn the critical numbers you can use to manage your blog's performance and the best tools to track them.

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The Math Behind Your Blog

  1. 1. The Math Behind Your Blog Mike Seidle Twitter: @indymike LinkedIn: Web: Personal: Other:
  2. 2. Why The Numbers Matters “You Cannot Manage what you Cannot Measure ” -or- You might want to sell more online. You might just want to sell ads one day. -or- You may want to make a living from blogging . -or- “ It's interesting” (OK, maybe not)
  3. 3. Thee Blog Types <ul><li>Ad Supported. Makes money from selling ads, affiliate or pay per click.
  4. 4. Business Blog. Blog generates leads or sales.
  5. 5. OTHER. Usually, it's about spreading ideas, sharing or pursuading. </li></ul>
  6. 6. Everyone Needs to Know <ul><li>Visitors – Number of people who visit your site.
  7. 7. Uniques or Unique Visitors – Does not count repeat visitors.
  8. 8. Page Views – Number of actual pages viewed.
  9. 9. Bounce Rate – Number of people who are “one and done” </li></ul>
  10. 10. Everyone Needs to Know (2) <ul><li>Top Pages – Content that gets the most traffic.
  11. 11. Referrers – Who sends your site traffic.
  12. 12. Keywords – What words are being used to find your website. </li></ul>
  13. 13. Analytics Tools <ul><li>Log Analyzers. Track requests to your web server. Analog, AWSats, SmarterStats, Webalyzer, Urchin, WebTrends, Click Tracks, etc...
  14. 14. Script Based. Track when script or pixel are accessed. Google Analytics, Yahoo Analytics , Omniture, WebTrends, Click Tracks </li></ul>
  15. 15. What I Recommend <ul><li>If you have mad money, Radian6+Webtrends.
  16. 16. If you don't: </li><ul><li>Yahoo Analytics + time.
  17. 17. Yahoo is real time. Google is not.
  18. 18. Yahoo has about three pages more worth of features.
  19. 19. Real time matters if you start getting lots of traffic. </li></ul></ul>
  20. 20. Analytics Tools <ul><li>Blog Plug-Ins Blog specific informaiton: </li><ul><li>Most requested articles
  21. 21. Most commented articles
  22. 22. Referring sites to posts </li></ul></ul>
  23. 23. Getting Analytics <ul><li>WordPress – Install the Blog Metrics Plug in.
  24. 24. Hosted Sites ( – Install Google or Yahoo analytics (no blog specific metrics, though).
  25. 25. Self-Hosted – Whatever you want! </li></ul>
  26. 26. Ad Supported Blogs <ul><li>What You Need to Know </li><ul><li>Page Views </li><ul><li>By author, topic, day of week </li></ul><li>Impressions – how many ad views your site shows.
  27. 27. CTR – Ad Clickthrough Rate
  28. 28. CPM – Price per thousand impressions.
  29. 29. EPC – What you make on average when someone clicks on an ad. </li></ul></ul>
  30. 30. Ad Supported Blogs <ul><li>Comparitive Rankings: </li><ul><li>Compete
  31. 31. Alexa
  32. 32. Nielson NetRatings </li></ul><li>Used to set pricing and make your blog credible to agencies.
  33. 33. Not very accurate. </li></ul>
  34. 34. Ad Supported Blog Math EPC = Advertising Income ÷ Ad Clicks (try calculating EPC by author or topic) Proj. Income = (Proj PV ÷1000) (CPM) -or- Proj. Income = Proj. PV x CTR x EPC ROI = 1 – Cost/(Income-Cost)
  35. 35. Business Blogs <ul><li>Goal is leads or sales .
  36. 36. What You Need to Know </li><ul><li>Top Pages – by topic, author, day of week
  37. 37. Conversion Rate – by topic, author and referrer.
  38. 38. CPA – Cost per action: what it costs to get a lead or sale.
  39. 39. ROI – The bottom line is what really matters. </li></ul></ul>
  40. 40. Business Blogs (2) <ul><li>What You DO NOT NEED TO KNOW </li><ul><li>Conversation Rate
  41. 41. Conversation Depth
  42. 42. Authority </li></ul><li>How do you account for brand value enhancement?
  43. 43. You don't. Use ROI. </li></ul>
  44. 44. Business Blog Math Ecommerce: Actual CPA = Cost of Campaign / Number of Sales Projected Sales = ProjectedPV x Conversion Rate x AvgSale Lead Gen: Actual Cost Per Lead= Cost of Campaign / Number of Leads Projected Leads = Projected PV x Conversion Rate LTV List Value = Leads Generated x Lifetime Value Easy List Value = Leads Generated x Cost to Replace ROI = 1 – Cost/(Income-Cost)
  45. 45. Other Blogs <ul><li>What You Need to Know </li><ul><li>The usual: PV, UPV, Bounce Rate, etc...
  46. 46. Conversation Rate – how many coments do you get per post.
  47. 47. Conversation Depth – Do you get big or little comments.
  48. 48. Authority – how important is your blog? </li></ul></ul>
  49. 49. Authority Q - What makes a blog credible? A- The people in your audience. Q – What is the right audience? A – Depends. (hope that clears it up) Q – How do I find out my Authority? A. Good question...
  50. 50. Two Schools of Thought <ul><li>Social Media
  51. 51. Technorati & Blog Aggregators
  52. 52. Values reputation and influence
  53. 53. Links: measure influence </li></ul><ul><li>Traffic
  54. 54. Values traditional ad metrics (page views, unique visits, conversion rates).
  55. 55. Links: For Search Engine Optimization Only. </li></ul>
  56. 56. Traffic School of Thought <ul><li>A blog is just another website .
  57. 57. Primarily focus on old-school metrics and search engine optimzation.
  58. 58. Has merit for business blogs, but leaves out a lot of factors that matter to ad supported blogs and “other blogs” </li></ul>
  59. 59. Social Media <ul><li>Focus is on influence – the ability of the blog to reach other users who in turn reach other users who in turn reach others... and so on.
  60. 60. Technorati-Style: Number of blogs that link to your website in the last six months. NOT THE NUMBER OF LINKS.
  61. 61. Radian 6-Style: Number of posts/tweets linked to you, with number of comments and influence of authors and commentors.
  62. 62. Google Centric: Search position for keyword. </li></ul>
  63. 63. Secret to Gaining Influence <ul><li>In short: write blog articles others will blog about.
  64. 64. Make friends with other bloggers so you will blog about each other's blog posts.
  65. 65. Use outrage . It works. </li></ul>