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Measuring Content Performance - Jon Hibbitt

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Earlier this year Jon Hibbitt, SiteVisibility's Technical SEO Analyst spoke to the Brighton and Hove chamber of commerce about content marketing and how you can measure your contents performance.

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Measuring Content Performance - Jon Hibbitt

  1. 1. Jon Hibbitt – Technical SEO Analyst @jonhibbitt @SiteVisibility
  2. 2. jonhibbitt @jonhibbitt @SiteVisibility
  3. 3. ACHIEVING RESULTS 24.6% Increase in Organic Traffic YoY20.3% Increase in Organic Traffic YoY 64.8% Increase Organic Traffic YoY31.7% Increase in Organic Traffic YoYPenalty removal in Germany Doubled market share from 0.31% to 0.63% @SiteVisibility
  4. 4. WE ORGANISE #BRIGHTONSEO, EUROPE’S BIGGEST SEARCH MARKETING CONFERENCE @SiteVisibility
  5. 5. SITEVISIBILITY’S DIGITAL MARKETING PODCAST @SiteVisibility
  6. 6. • Not easily measurable • Observations • Feedback • User testing QUALITATIVE QUANTITATIV E • Measurable • Google Analytics • Search Console • Open Site Explorer HOW DO WE MEASURE? @SiteVisibility
  7. 7. SEO FRAMEWORK DISCOVER Y STRATEGY & PLANNING DELIVERY ANALYSIS & REVIEW AUDIT & STRATE GY @SiteVisibility
  8. 8. TECHNICAL SEO @SiteVisibility
  9. 9. SEO TECHNICAL AUDIT The SEO Technical Audit examines pages on your website, and provides clear insights into the core issues that stop your site from achieving its full ranking potential in search engines. • URL Hierarchy • URL Formatting • Google Manual Actions • 404 Error Response • 404 Page Design • Soft 404 Errors • 5xx Server Errors • Broken Internal Links • Redirects • Robots.txt • WWW Canonicalization • Home Page Canonicalization • Outbound Links • Page Load Speed • Duplicate Title Tags • Long Title Tags • Missing Title Tags • Duplicate Meta Descriptions • Long Meta Descriptions • Missing Meta Descriptions • Internal Duplicate Content • External Duplicate Content • H Tags • Home Page Heading Tags • Category Page Heading Tags • Product Page Heading Tags • Thin Content • Home Page Text • Category Page Text • Product Page Text • XML Sitemap Auto- Discovery • XML Sitemap Accuracy • Google XML Sitemap Indexation • Internationalisation • Inbound Links https://moz.com/blog/technical-site-audit-for-2015 @SiteVisibility
  10. 10. SEO TECHNICAL AUDIT DASHBOARD
  11. 11. GOOGLE SEARCH CONSOLE https://moz.com/blog/a-beginners-guide-to-the-google-search-console @SiteVisibility
  12. 12. GOOGLE CHANGES https://moz.com/google-algorithm-change @SiteVisibility @SiteVisibility
  13. 13. RANKING FACTORS 2016 @SiteVisibility
  14. 14. • Keywords • Links • Engagement • Traffic • Social signals https://moz.com/blog/ranking-factors-expert-survey-2015 @SiteVisibility
  15. 15. RANKINGS @SiteVisibility
  16. 16. COMPETITORS @SiteVisibility
  17. 17. RESEARCH & ANALYSE Identify your online competitors in search @SiteVisibility
  18. 18. KEYWORDS
  19. 19. GOOGLE SEARCH CONSOLE @SiteVisibility
  20. 20. KEYWORD OPPORTUNITY FINDER The Keyword Opportunity Finder discovers the keywords that you and your competitors rank for, and finds the missing opportunities Data Driven Marketing 10 Competitors Up To 10,000 Keywords • Ranking data for 10 Competitors • Google ranking positions for up to 10,000 Keywords • Google monthly search volume for up to 10,000 keywords • Traffic estimation based on CTR modelling • Landing page data @SiteVisibility
  21. 21. KEYWORD OPPORTUNITY FINDER: KEYWORD DATABASE SIZE Number of keywords found: 631 Number of monthly keyword searches: 122,750 Number of found keywords in the top 20 in Google.co.uk: Our Keyword Opportunity Finder finds the keywords that you and your selected 10 competitors rank for. @SiteVisibility
  22. 22. KEYWORD OPPORTUNITY FINDER: GAP ANALYSIS @SiteVisibility
  23. 23. WHAT QUESTIONS DO MY AUDIENCE HAVE? @SiteVisibility http://answerthepublic.com/
  24. 24. INFORMATION & BLOG CONTENT Creating content mapped to keywords to drive traffic @SiteVisibility
  25. 25. Your website content ONSITE OFFSITE Other people’s content ONSITE VS OFFSITE CONTENT @SiteVisibility
  26. 26. ONSITE MEASUREMENT @SiteVisibility
  27. 27. MEASUREMENT TOOLS https://developers.google.com/analytics/solutions/ google-analytics-spreadsheet-add-onhttp://www.analyticsedge.com/product/ Analytics Edge GA Sheets Add-on http://supermetrics.com/ @SiteVisibility
  28. 28. ONSITE MEASUREMENT @SiteVisibility
  29. 29. ONSITE MEASUREMENT Organic Traffic GA @SiteVisibility
  30. 30. ONSITE MEASUREMENT @SiteVisibility
  31. 31. OFFSITE MEASUREMENT @SiteVisibility
  32. 32. SOCIAL MEDIA @SiteVisibility
  33. 33. SOCIAL LISTENING Find out what people are saying @SiteVisibility http://www.meltwater.com/uk/ https://www.brandwatch.com/
  34. 34. SOCIAL MEDIA ROI https://www.brandwatch.com/2015/03/marketing-how-to-measure-social-media-a-step-by-step-guide/ @SiteVisibility
  35. 35. SOCIAL MEDIA Using built in tools @SiteVisibility
  36. 36. LINKS @SiteVisibility
  37. 37. MEDIA COVERAGE Create high quality content designed to appeal to journalists to drive traffic and generate natural links @SiteVisibility
  38. 38. BACKLINKS @SiteVisibility https://moz.com/researchtools/ose/ @SiteVisibility
  39. 39. OFFSITE MEASUREMENT @SiteVisibility
  40. 40. OFFSITE MEASUREMENT @SiteVisibility
  41. 41. GOOGLE ANALYTICS @SiteVisibility
  42. 42. GOOGLE ANALYTICS – WEBSITE PERFORMANCE TRACKING https://www.google.com/analytics/ @SiteVisibility
  43. 43. My Business Exists To…Tactics Strategy: Engage Users KPIs Get more leads Increase online sales Segments Marketing channel (search, ppc, email, social) New vs Returning Visitors Geography (For brick & mortar businesses) Drive Store Visits Strategy: Sell Products Sell Online Recency / Frequency Social Shares Drive Blog Engagement Revenu e £ Avg. order value: £ Find store location Printed Coupon MEASUREMENT PLAN https://analyticsacademy.withgoogle.com/explorer
  44. 44. EXERCISE – BUILD YOUR OWN MEASUREMENT PLAN TacticsKPIsSegments
  45. 45. GOOGLE ANALYTICS MANAGEMENT Split into 4 key areas 1.Audit 2.Implementation 3.Monitoring 4.Reporting 1.Audits 2.Implementation 3. Monitoring4. Reporting Ensuring your Google Analytics account is collecting accurate data is a crucial starting point in performance measurement. @SiteVisibili ty
  46. 46. GOOGLE ANALYTICS PROPERLY IMPLEMENTED @SiteVisibili ty
  47. 47. VIEWS https://support.google.com/analytics/answer/2649553?hl=en @SiteVisibili ty
  48. 48. SET UP 2 NEW VIEWS https://support.google.com/analytics/answer/2649553?hl=en @SiteVisibili ty
  49. 49. EXCLUDE INTERNAL & THIRD PARTY TEAMS GA REPORT C A B • Include – Only X • Exclude – X,Y,Z E.g. Include only UK traffic Exclude, Me, my web designer https://support.google.com/analytics/answer/1033162?hl=en @SiteVisibili ty
  50. 50. CREATE & MANAGE FILTERS https://support.google.com/analytics/answer/1034823?hl=en @SiteVisibili ty
  51. 51. EXCLUDE INTERNAL TRAFFIC https://chrome.google.com/webstore/detail/google-analytics-opt- out/fllaojicojecljbmefodhfapmkghcbnh?hl=en
  52. 52. EXCLUDE SPAM TRAFFIC https://moz.com/blog/stop-ghost-spam-in-google-analytics-with-one-filter @SiteVisibili ty
  53. 53. EXCLUDE REFERRAL SPAM TRAFFIC https://moz.com/blog/stop-ghost-spam-in-google-analytics-with-one-filter @SiteVisibili ty
  54. 54. GOALS @SiteVisibili ty
  55. 55. TacticsKPIsSegments GOAL EXAMPLES https://support.google.com/analytics/answer/1012040?hl=en @SiteVisibili ty
  56. 56. TacticsKPIsSegments GOAL REPORTS @SiteVisibili ty https://support.google.com/analytics/answer/1012040?hl=en#reporting_on_goals
  57. 57. TacticsKPIsSegments GOAL REPORTS @SiteVisibili ty
  58. 58. CAMPAIGNS https://support.google.com/analytics/answer/6205762?hl=en @SiteVisibili ty
  59. 59. CAMPAIGN TAGGING https://support.google.com/analytics/answer/1033867?hl=en
  60. 60. CAMPAIGN TAGGING www.sitevisibility.com/?utm_source=newsletter&utm_medium=email&utm_campaign=sitevisibility-newsletter-march-2016 @SiteVisibili https://support.google.com/analytics/answer/1033867?hl=en#more_information_and_examples_for_each_parameter
  61. 61. GOOGLE ANALYTICS TERMINOLOGY @SiteVisibili ty
  62. 62. SESSIONS https://www.google.co.uk/search?q=what+is+a+session+google+analytics @SiteVisibili ty
  63. 63. PAGEVIEWS VS UNIQUE PAGEVIEWS https://support.google.com/analytics/answer/1257084?hl=en#pageviews_vs_unique_views @SiteVisibili ty
  64. 64. AUDIENCE BEHAVIOUR @SiteVisibili ty https://support.google.com/analytics/answer/1012034?hl=en#Behavior
  65. 65. SITE CONTENT @SiteVisibili ty
  66. 66. REFERRALS @SiteVisibili ty
  67. 67. BOUNCE RATE % http://neilpatel.com/2015/06/11/13-ways-to-reduce-bounce-rate-and-increase-your-conversions/ @SiteVisibili ty
  68. 68. CONVERSION RATE % Goal Conversion Rate % = Total Sessions Total Goal Completions https://support.google.com/analytics/topic/1631741 @SiteVisibili ty
  69. 69. GA SEGMENTS https://support.google.com/analytics/answer/3123951?hl=en @SiteVisibili
  70. 70. GA SEGMENTS https://support.google.com/analytics/answer/3123951?hl=en @SiteVisibili
  71. 71. CHANNELS @SiteVisibili https://support.google.com/analytics/answer/3297892?hl=en
  72. 72. NEW VS RETURNING VISITORS @SiteVisibili https://support.google.com/analytics/answer/1012034?hl=en#Behavior
  73. 73. GEO
  74. 74. GA CUSTOM INTELLIGENCE EVENTS https://support.google.com/analytics/answer/1033021?hl=en#create • Sessions > 50% • Sessions < 50% • Organic > 10% • Goal completions @SiteVisibili
  75. 75. GA DASHBOARDS https://support.google.com/analytics/answer/1068216?hl=en https://www.google.com/analytics/gallery/#landing/start/ @SiteVisibili
  76. 76. DO IT GOOGLE’S WAY https://analyticsacademy.withgoogle.com/explorer @SiteVisibili
  77. 77. @SiteVisibili ty
  78. 78. @SiteVisibili ty

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