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The Measure of a Marketer's Worth

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Rand Fishkin's presentation from Searchlove & CTAConf on the missing metric marketers need -- the measure of work inputs that affect their goals. Also includes 7 tactics to potentially add to your work items in SEO, social, and CRO.

Published in: Marketing
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The Measure of a Marketer's Worth

  1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com The Measure of a Marketer’s Worth
  2. Rand’s Fitbit Story
  3. I Have Degenerative Disc Disease
  4. Three Things Really Help Lessen My Daily Pain #1: Walking #2: Back Exercises #3: Losing Weight
  5. IAssumed I WasAlready Doing Plenty Of Them I didn’t realize how much opportunity I had to improve here and positively impact my health.
  6. My First Few Days with Fitbit, I Realized I Wasn’t Nearly asActive as I Thought Oh crap...
  7. I Became Obsessed with Hitting My Targets Fast: That’s better.
  8. TrackingAll These Have Made Me: Healthier Happier In Less Pain
  9. I’ve Had These Goals For Years Tracking WORK, Not Just Progress, Made the Difference
  10. Work
  11. Progress
  12. In Analytics, We Assume…
  13. We Know the Right Inputs + More Citations More Links = #1!
  14. We Know What Work Matters vs. Doesn’t Don’t Bother Do It Every Day Blog Post CreationManual Link Outreach Tweaking Facebook Ads New Facebook Posts Asking for Yelp Reviews Follow Instagram Accounts
  15. Focusing on Outcome Metrics vs. Inputs Will Bring Success This is a great report, but it tells me nothing about the work that went into improving rankings.
  16. What If We’re Wrong?
  17. Goals of Analytics 3
  18. 1) Reporting (aka measuring success & failure)
  19. 2) Diagnosing (aka finding what caused change)
  20. 3) Generating Targets (aka uncovering which inputs are required to produce successful outcomes) Via Moz & Hubspot’s 2015 Publishing Frequency Experiment
  21. We’re good at #1 and #2 We rarely talk about #3…
  22. The Challenge With Generating Targets
  23. Uncovering What Works is Hard These elements might be well correlated with sites that tend to rank well, but that doesn’t mean they’re the best investments your site can make? Via Moz’s 2015 Google Ranking Factors
  24. The Process of Experimentation, Failure, & Discovery is Rarely Embraced by Managers or Clients. Via Rand’s Art of Product Marketing Presentation
  25. We Need to Know What Works to Create Success Via Groove’s Blog
  26. Rather Than Just Measuring the Output of Our Various Tasks Via Moz’s 1Metric Content Tracking System
  27. I think this may be the greatest analytics challenge facing marketers today.
  28. It’s Not Just Software
  29. It’s Not Just Numbers
  30. It’s Not JustAbout Up-and-to-the-Right Graphs Via Majestic’s Backlink History
  31. It’s About Finding… the Work that Creates Improvement
  32. It’s About Finding… Effective Targets that Impact the Right Metrics
  33. The Story of Ikaria
  34. What’s So Special About Ikaria?
  35. Via NYTimes Magazine’s Piece on Ikaria
  36. Diet
  37. Exercise
  38. Sleep
  39. Rich Social Lives
  40. The World’s Five Blue Zones Have These in Common: Via National Geographic
  41. Translating these longevity-promoting activities into measurable targets creates analytics that improve lifespan. Via Fitbit’s Blog
  42. Resting heart rate is a strong predictor of health & longevity. This is the work that correlates. Via Cardiogr.am’s Blog
  43. These lines show me the daily goal for WORK, not just a goal for results.
  44. This is what’s missing from our current approach to marketing analytics.
  45. We ignore the inputs that create those results. We measure the results.
  46. Our Job: Find the Right Targets
  47. What are the everyday actions that consistently improve your marketing performance?
  48. Ongoing investments to experiment with (& measure) in the near future.7
  49. #1: Bolster Internal Linking for SEO Identify important keywords and pages that don’t yet rank well Via Rand’s Moz Analytics Account
  50. Use a query like this to identify relevant pages for internal linking
  51. If it’s a broadly important page across the site, you can use a query like this to ID good pages for internal links.
  52. Add in-content, relevant, useful links from those pages to the target page.
  53. In our experiments, and based on the research of others, these tactics still work! Via Shaun Anderson on Hobo Web
  54. #2: Create New Content Targeting Long Tail KWs Identify keywords with low volume, low difficulty, and high opportunity, for some long tail content creation.
  55. Just a little content curation and a tap of the publish button, and, if you have a relevant, reasonably established site, you can rank.
  56. #3: Convert Mentions to Equity-Passing Links Set up alerts for your brand names, and you’ll see lots of sites that talk about you, but fail to link, costing you traffic and rankings. Via Fresh Web Explorer
  57. You don’t necessarily need to pay for a tool; Google’s temporal search will let you find these too.
  58. You can manually edit the query string (the “tbs” parameter) to get as granular as you want with Google’s timing.
  59. When you find a mention lacking a link, leave a comment, email the author, or use Twitter to send a ping.
  60. Helps readers of the piece, and helps Moz too!
  61. #4: Test New Titles & Headlines On Ranking Pages Via Distilled’s Blog When there’s lots of pages using a standard template of keyword use, small changes can have a big impact.
  62. Identify sections of the site that use any templated language format in Titles/Headlines
  63. Craft a keyword list of potential alternatives or additions to compare volume metrics
  64. Test alterations on a sizable section of the relevant pages to determine effectiveness
  65. #5: Vary Social SharingAutomation & Scheduling Via AppsWithoutCode Blog Automating & scheduling a few more social updates than you currently do can have big rewards.
  66. Via AppsWithoutCode Blog Choose some of your best stuff to share. Craft unique, compelling updates Bump up your current sharing level
  67. Tami Brehse ran a process just like this, and experienced dramatic gains in social following and referral traffic Via Tami Brehse’s Tweet Automation Post on Inbound.org
  68. Moz had great success testing and refining our social sharing across channels to find the right balance of quantity, diversity, and repetition
  69. #6:Add Related Topics to Your KW-Targeted Pages This page looks nice, but totally lacks the terms & phrases needed for Google to think it’s relevant to the keywords I’m targeting 
  70. Uncover the terms/phrases most commonly used on the pages that do rank well for a search term, and you’ve got a great starting point. Via Related Topics Feature in Moz Analytics
  71. #7: Contact Non-Converting Folks in YourAudience & Use Their Feedback to Improve This might be the worst landing page I’ve ever designed. Converts ~0.11% of visitors (and those folks already clicked on “pricing,” suggesting they’re interested!)
  72. I dropped a line to folks who’d signed in to use the tool for free, looked at the pricing page, but didn’t buy
  73. They all said variations of the same thing – they needed to try before they’d buy. So we added a free trial CTA.
  74. We saw dramatic, rapid improvement. So now I’m going through all the other feedback to see what we else we can fix and tweak.
  75. Every Tactic Can Be Broken Down Into: The Work The Metrics The Goal(s) Put up two Facebook posts/week Fix any broken links Pitch a guest contribution 1X/month Participate in three discussion threads/week FB shares, new page likes, traffic Traffic increase Acceptance of post, traffic driven Traffic from discussion site Grow reach on & through Facebook Direct+search bump Visibility to new audience, traffic Brand awareness, branded search
  76. The Classic Way to Do Analytics:
  77. Set Metrics to Monitor
  78. Create Targets Traffic will go up 30% this year! Or I will jump on all of you!
  79. Do Work You Think Will Reach Those Goals OK…. I’ll buy some ads I guess. You guys… blog… or something.
  80. Measure Improvement vs. Loss Not good enough!
  81. A Different Way to Do Analytics:
  82. Set Both Work Items & Metrics to Monitor For the next 12 weeks, 2 Facebook posts a week.
  83. Uncover What Work Moves Which Metrics Crap. That didn’t work. Let’s try something different.
  84. Measure the work against *work* targets, not just metrics goals That’s 177 broken links fixed. Just 81 left. You can do this, Mortimer. Breathe.
  85. Double Down on Work that Improves the Metrics You CareAbout Most Oh damn! Those weekly discussion thread contributions are totally working!
  86. Improve Your *Time to GoalAchievement* I’m an unstoppable marketing force! Come at me, bro!
  87. Some Tools Can Help:
  88. Google’s Calendar’s New “Goals”: Via GoogleBlog
  89. Strides Via Stridesapp.com
  90. Nozbe Via Nozbe.com
  91. SomeAlternatives: Via Slant.co
  92. Let’s Experiment
  93. Let’s Find Our 10,000 Steps
  94. Let’s Measure Both Metric Goals and the Work that Improves Them.
  95. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Questions Welcome!

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