Content Measurement and Attribution - Ian Daniels, Yard Digital - Linkdex Think Tank
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Ian will be speaking about attribution and content measurement, bringing agency experience and insights to shed light on the topic.
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Content Measurement and Attribution - Ian Daniels, Yard Digital - Linkdex Think Tank
Editor's Notes
- As SEOs and marketers we ride the metrics with ease adopting new industry metrics topical trust flow, link risk, visibility scores… are all too familiar with how any metric in isolation can be misleading...
- Clients and more often their bosses can find the volume of industry terms, metrics and reports overwhelming...
- before we can crunch the numbers we need to agree the metrics …..
- Hit up your go to tool set or mine that raw data… visits - analytics, engagement - analytics bounce time etc, links and shares, link relevance - anchor text internal & external
- Establish where you are now, for each of the metrics record where we are Historic data – identify benchmarks through analysing historic data for identified KPIs and supporting metrics Industry benchmark data
- Now you can establish achievable targets at a weekly, monthly, quarterly and annual frequency
- sometimes the business wants to know more... sometimes the business wants to know more...
- The metrics separately weren’t simple enough so a visibility metric was created
- Presentation layer applied to give a dashboard feel and make available on mobile, table or whatever device for clients to easily compare performance on the fly Simplifying data is powerfil
- Familiar with 1-10 from TBPR days but again wanted simplicity so combining current ranking, search volume & average non-brand conversion rates per position of searchvisscore and adding social metrics from the page lining and #link and link anchors with some weightings based on mutually agreed experience…. We created the 1-10 “yPower” sscore for link quality
- Links acquired from outreach teams or tools plugged in to a doc that pulls the data and give the score..
- Explained the KW mapping to search intent based on the customer profiles the brand provided and then …
- 31 sales reported in adobe analytics but 48 overall (from tactical content aimed at being linkworthy) this was on a last click basis and I mentioned there would likely be wider impact from the content across multiple visits..
- 31 sales reported in adobe analytics but 48 overall
- Tumbleweed as this wasn’t being tracked yet
- visscore tool and a light bulb?
- Once we started collecting data we looked across multiple vists and devices … social shares, email, loyalty number, log in, device mac, ip,
- especially long tail content like guides performed well, pet content and competitions also performed well. PPC was mostly generic like “wedding loans” searches after guide was read - led to PPC testing promoting content and not bidding on promoted content terms (actually worth the click)
- would have been last click reported to PPC but shows in the research stage how the content promoted for SEO added value and drove the sale
- And whilst not currently included in the CPA calculations for SEO this went a long way to increasing perceived value of SEO as a content channel
- In quarterly content meetings all agencies can look at tactical support where brightspots of performance show opportunity
- Think of attribution as the Gin to analytics' Tonic. Yes, each is good on its own, but for me, they're even better together.