As online marketers, we start reaching our users way, way before they actually reach our site. So why are we so focused on on-page when it comes to analytics? My presentation from the 2013 DFWSEM State of Search conference discusses how to measure marketing analytics and sell it internally.

1. Metrics to Show Your CEO
Ruth Burr
Senior SEO
Moz.com
@ruthburr
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11/18/2013

2. This is Not What We’re Doing.
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3. So Why Are We Doing it Here?
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4. Google + Brands = BFF
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5. Google Users + Brands = BFF
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6. So Let’s Build a Brand!
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…or start a band.

7. Sessions, Not Searches
$
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8. Campaigns, Not Channels
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9. 9
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10. OK But How Did It Go?
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11. Google Analytics Assisted Conversions
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12. To Infinity, and Beyond Conversions
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13. Speak Your CEO’s Language
Starring CEO Dog
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14. “I Built a PR9 Link”
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15. “I Got a Mention in the Media that Drove
Traffic and Sales”
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16. “I Grew Our Twitter Followers by 15%”
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17. “We’ve Increased Reach and Engagement by 20%”
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18. “Our Competitors Have More Linking CBlocks Than We Do”
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19. “Our Competitor’s Brand Gets Mentioned
Way More Often Than Ours Does”
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20. “Maybe It Was All Branded Search?”
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21. SO?
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22. Thanks Everybody!
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