CAS2012 Analytics 1 - SEOmom

2. Metrics. Metrics. Metrics. That which is measured can be improved. Tom Peters, 1982 Also: Lord Kelvin, Edwards Demming, Gillian Muessig….

3. Follow the Money Backwards! Choose the Right KPIs

4. Start by asking the Right Questions

5. What’s this website trying to accomplish?

6. SEOmoz’ Answers Sell More PRO Memberships Serve Current Customers What’s my website trying to accomplish?

7. SEOmoz’ Answers Sell More API Access Answers may change over time What’s my website trying to accomplish

8. Solar Impulse’ Answers Create Awareness Obtain Funding Connect With Professionals What’s my website trying to accomplish?

9. Which top metrics tell me if I am succeeding or failing?

10. Everyone’s Answer An increase or decrease in completed goals. Top metrics: are we succeeding or failing?

11. SEOmoz’ Answers Gaining or losing traffic to the sign-up page Increased or decreased traffic to the site Top metrics: are we succeeding or failing?

12. MMUair.com Answers Top metrics: are we succeeding or failing?

13. MMUair.com Answers Gaining or losing traffic to: • pay-landing-fees page • private-jet-charter-quote page • increased or decreased traffic to the site would be key success or trouble indicators Top metrics: are we succeeding or failing?

14. Secondary Key Performance Indicators

15. SEOmoz’ Answers "Learn SEO” type queries < or > organic traffic on key terms

16. SEOmoz’ Answers Branded term searches < or > search suggest

17. SEOmoz’ Answers Member engagement on the Daily SEO Blog < or > organic traffic on blog

18. SEOmoz’ Answers Members post UGC on YOUmoz < or > organic engagement: YOUmoz

19. What Are My Biggest Threats

20. SEOmoz’ Answers We have a globally recognized brand with a community of ~½ a million SEOs You come for latest scoop on SEO

21. SEOmoz’ Answers We have a very strong brand associated with TAGFEE What Are My Biggest Threats

22. SEOmoz’ Answers A loss of brand association as: • Life-blood daily information source • The place where the industry conversation takes place • The premier journal to publish research • A company defined by TAGFEE Would all constitute major threats

23. The KPIs We Track

24. The KPIs We Track Track referrals, not “Site:” Commands Links are nice; traffic is better

25. The KPIs We Track More traffic from people researching SEO Newbies grow your pie

26. KPIs We Track More blog comments Where is the conversation taking place?

27. KPIs We Track More YOUmoz submissions Where is the research being published?

28. KPIs We Track Improved engagement metrics on site Up and to the right, folks!

29. KPIs We Track Higher sign up attempts Follow the money…

30. KPIs We Track Higher signup completions Follow the money… to the bank!

31. Negative KPIs Decline in branded search terms Equally important; keep an eye on them

32. Negative KPIs Decline in organic traffic to resource pages

33. Negative KPIs Decline in time spent on the site Huge red flag

34. Negative KPIs Decline in time spent on the site Time on site

35. Negative KPIs Decline in YOUmoz submissions Huge red flag

36. Competitive Research

37. Competitive Research What does it mean for you?

38. Competitive Research http://www.aircraft-charter-world.com/airports/

39. What NOT to track Just Say No!

40. Named After Larry Page… Not likelihood to rank in the SERPs

41. Google Says They Use PageRank to Crawl

42. What Else Should You Know? Basic Industry Stats

43. Industry Statistics Click through rates

44. Industry Statistics Short Tail/Long Tail Search Stats

45. Industry Statistics Short Tail/Long Tail Conversion Stats

46. Industry Statistics The Search Demand Curve

47. Choose What to Track • Key Performance Indicators • Follow the cash backwards • Keep an eye on the competition • Know your playing field

48. Tracking Metrics & ROI

49. Segmentation At SEOmoz we track visitors to our top sections by week to easily identify shifts in the data We Track Visitors to Sections

50. Successful Events downloads, subscriptions, sign-ups, conversions A portion of our micro tool usage analysis (GA)

51. Dive Deeper Tracking SERP Rankings Is NOT Enough

52. Vertical Search Conversions

53. Local Results

54. Image Results in SERPs

55. Video Results

56. News & Blog Results

57. Shopping Results

58. Instant Answers

59. Social Media Metrics

60. Cannibalization of the Link Graph MMM… LINK GRAPHS ARE DELICIOUS!

61. Facebook Metrics It’s not just about fans! Likes – Comments - Shares

62. Facebook Metrics Track “People Talking About This”

63. Facebook Metrics Track “Engaged Users”

64. Facebook Metrics Track “External Referrers” Click on Reach (under Insights in your sidebar) and scroll down to find “External Referrers.” You’ll see a list that shows how many times people arrived on your Facebook Page from an external site during a selected date range. Read: http://mashable.com/2012/01/20/facebook-metrics-marketing/

65. Social Signals Are Increasing Page A Page B 646 links from 36 root domains 1 link from 1 root domain 2 tweets 522 tweets http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause

66. Social Signals Page B – the tweeted version – ranks #1! Page A Page B 646 links from 36 root domains 1 link from 1 root domain 2 tweets 522 tweets http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause

67. Build Your Social Community http://mashable.com/2010/11/15/biggest-facebook-brands/

68. But… • Those are big brands • My message isn’t simple • My target market is old fashioned • My case is complicated… it’s special

69. Yup. Everybody’s Doing It http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause

70. The Vatican Gets It “That interactivity — and the potential it brings to the church's evangelization mission — is behind the Vatican's new social media push, the culmination of which will be launched at Easter with a new… Vatican information web portal whose contents are specifically designed to be tweeted, posted and blogged.” http://www.inquisitr.com/58739/pope-urges-priests-to-embrace-social-media-start-blogging/

71. The Vatican Gets It “What we found is Facebook doesn’t just share information, it creates community,” “People begin talking to each other and sharing ideas.” Monseignor Paul Tighe Yahoo News, Dec 2010

72. Conversion Rate Optimization Track the Money

73. AIDA Funnel

74. How You THINK You Welcome Your Customers

75. How You Welcome Your Customers

76. Track the Winners People who actually buy from you

77. Common Denominators • Search your most successful pages • Find one or more things in common • Test these elements on other pages • Increase conversions across your site

78. Tracking Winners • How many visits before conversion? • What did they do during each visit? • How many pages on site before conversion? • Which pages... on which visits? • How much time on which pages?

79. Track the Losers • On which page did you scare them off? • When did they give up? • How long before they gave up?

80. Focus on the Money • Your best customers buy a lot and do it often • Get more of them by doing more of what you’re doing right

81. Improve the Outcomes

82. Test Your TouchPoints • Change your selling touch points & style – Google, Yahoo, Bing, – Facebook, LinkedIn, Twitter, Google +, Orkut – Industry-specific social media groups – Country-specific social media groups – Affiliates, paid and unpaid ambassadors – Test, test, test… Then test, test, test….

83. Test Your Copy • Change your ads • Change your target markets • Change your USP • Change your images • Change your colour schemes

84. What Creates More Conversions? • Higher SERP rankings? • More images in SERPs? • YouTube videos? • More compelling copy in description tags? • More indexed pages? • ID the clog in your sales funnel and clear it

85. Clear Clogs in this Funnel

86. Productization • Pay attention to your best product/service – Make it better – Make it more prominent on the site – Change the target market – Alter the pricing or pricing model – Improve the USP – Package it with something else (upsell)

87. Customer Service • Track Lifetime Value of Your Client – (subscription based sales, especially!) • Ask why they’re leaving? • Improve your documentation • Say thanks for the sale – and congratulate your customers • Keep your products fresh – constant improvement

88. R&D • What are customers searching for? • Why AREN’T they buying? • Build products/services/packages to suit them

89. Short List of Things to Track • Buyers by sales volume • Bounce rates & bounce pages • Time on page & time on site • Number of ‘saved sessions’ • Improvements over time • Full sales cycle of touchpoints & onsite actions

90. Tracking Helpers • Unique landing pages • Unique phone numbers • Unique email addresses • Unique coded ads (think: affiliate codes) • Unique offers / packages • Time sensitive ads

91. Beautiful Analytics Slides

92. Reading Resources www.seomoz.org

93. • http://www.seomoz.org/blog/5-simple- google-analytics-tips-you-should-be-using • http://www.seomoz.org/blog/ google-analytics-event-tracking-to- monitor-calls-to-action • http://www.seomoz.org/learn-seo/

94. CLICKASIA12 Thank You! • Twitter: @SEOmom • Blog: www.seomoz.org/blog • Email: gillian@seomoz.org www.seomoz.org

CAS2012 Analytics 1 - SEOmom

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CAS2012 Analytics 1 - SEOmom

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