More Traffic More Business: One Metric Scorecard
•Download as PPTX, PDF•
0 likes•167 views
This document discusses using the One Metric Scorecard to measure blog performance. The scorecard provides a single, easy-to-understand metric by weighting metrics from Google Analytics, social sharing, and on-page elements. It explains how to set up the scorecard using a custom Google Analytics report to pull data on sessions, new users, pageviews, bounce rate, and more for a one month period after publishing. The scorecard is designed to help bloggers understand how individual posts are performing and identify opportunities to improve traffic.
Recommended
More Related Content
What's hot
What's hot (20)
Similar to More Traffic More Business: One Metric Scorecard
Similar to More Traffic More Business: One Metric Scorecard (20)
More Traffic More Business: One Metric Scorecard
- 1. bit.ly/blog-scorecard M O R E T R A F F I C How to improve your blog with the One Metric Scorecard RENEE GIRARD @renee_girard M O R E B U S I N E S S Slides: slideshare.com/ LINDSIE NELSON @lindsiemiche
- 2. bit.ly/blog-scorecard AGENDA Introductions Benefits and Challenges What is the One Metric Scorecard How to Use the One Metric Scorecard Traffic Acquisition Strategies Q&A
- 3. bit.ly/blog-scorecard HELLO! I’M RENEE Senior SEO Specialist 3+ years digital marketing experience Google Analytics certified WordCamp MKE Speaker B2B, B2C, professional association expertise
- 4. bit.ly/blog-scorecard HELLO! I’M LINDSIE SEO Specialist 3+ years digital and corporate marketing experience B2B marketing expertise
- 6. bit.ly/blog-scorecard QUICK SURVEY! A Little Participation Never Hurts!
- 7. bit.ly/blog-scorecard THE SURVEY… Why are you blogging for your corporate website?
- 8. bit.ly/blog-scorecard THE SURVEY… Why are you blogging for your corporate website? What metrics are you using to measure blog performance?
- 9. bit.ly/blog-scorecard THE SURVEY… Why are you blogging for your corporate website? What metrics are you using to measure blog performance? How do you leverage those metrics?
- 13. bit.ly/blog-scorecard TOP BENEFITS OF BLOGGING Brand awareness Lead-gen Engagement Sales Thought leadership
- 14. bit.ly/blog-scorecard THE CHALLENGE How do I measure blog performance?
- 15. bit.ly/blog-scorecard CHALLENGES OF BLOG MEASUREMENT Not only is it difficult to choose KPIs, but once you do, it’s easy to misinterpret past performance Making that data actionable is the hardest part On top of that, you need to continue growing traffic and readership
- 18. bit.ly/blog-scorecard WHICH METRICS DO YOU CHOOSE?!
- 19. bit.ly/blog-scorecard BLOG PERFORMANCE METRICS Total sessions Referral sessions Percentage of new sessions Average time on site Bounce rate Pageviews Number of comments Facebook Shares Facebook Likes Twitter Tweets LinkedIn Shares Google +1’s Goal completions Goal conversion rate Revenue conversion rate
- 20. bit.ly/blog-scorecard A customizable dashboard that quantifies the impact of your blogging efforts with one easy-to-understand score. ONE METRIC SCORECARD
- 21. bit.ly/blog-scorecard ONE METRIC SCORECARD: WHAT? One easy-to-understand metric Internal comparison Quick snapshot Customizable
- 22. bit.ly/blog-scorecard ONE METRIC SCORECARD: HOW? Data is pulled one month after publishing Multiple metrics evenly weighted Math One Score GA Social On-Page
- 23. bit.ly/blog-scorecard ONE METRIC SCORECARD: HOW? Expectations are set by historical data 50 Meeting Expectations +50 Exceeding Expectations -50 Not Meeting Expectations
- 24. bit.ly/blog-scorecard LET’S SEE THIS SCORECARD!
- 25. bit.ly/blog-scorecard ONE METRIC SCORECARD: DIRECTIONS Directions and links to complete each tab
- 26. bit.ly/blog-scorecard ONE METRIC SCORECARD: TOTAL SCORE
- 27. bit.ly/blog-scorecard ONE METRIC SCORECARD: TOTAL SCORE Published Date for Identifying Posts
- 28. bit.ly/blog-scorecard ONE METRIC SCORECARD: TOTAL SCORE Author info helps identify which authors have the highest scoring posts
- 29. bit.ly/blog-scorecard ONE METRIC SCORECARD: TOTAL SCORE Post title can help evaluate which topics are the best
- 30. bit.ly/blog-scorecard ONE METRIC SCORECARD: TOTAL SCORE Blog URL provides quick access for future reference
- 31. bit.ly/blog-scorecard ONE METRIC SCORECARD: TOTAL SCORE Call To Actions provide insight into what CTAs work and which do not
- 32. bit.ly/blog-scorecard ONE METRIC SCORECARD: SOCIAL
- 33. bit.ly/blog-scorecard ONE METRIC SCORECARD: SOCIAL Facebook is one of the most widely used social media sites
- 34. bit.ly/blog-scorecard ONE METRIC SCORECARD: SOCIAL Twitter is widely used and provides Google with strong social signals
- 35. bit.ly/blog-scorecard ONE METRIC SCORECARD: SOCIAL LinkedIn is the most used social site for B2B marketers
- 36. bit.ly/blog-scorecard ONE METRIC SCORECARD: SOCIAL Google+ is the only social platform that Google has access to, which allows it to rank pages based on Google+ social signals
- 37. bit.ly/blog-scorecard WHERE DO I GET THE DATA?
- 39. bit.ly/blog-scorecard ONE METRIC SCORECARD: ON-PAGE
- 40. bit.ly/blog-scorecard ONE METRIC SCORECARD: ON-PAGE Comments on the blog itself indicates interest and quality of post
- 41. bit.ly/blog-scorecard ONE METRIC SCORECARD: GOOGLE ANALYTICS
- 42. bit.ly/blog-scorecard ONE METRIC SCORECARD: GOOGLE ANALYTICS Number of site visits when this post was viewed
- 43. bit.ly/blog-scorecard ONE METRIC SCORECARD: GOOGLE ANALYTICS Percentage of new users visiting this blog
- 44. bit.ly/blog-scorecard ONE METRIC SCORECARD: GOOGLE ANALYTICS Pageviews indicate how many times the blog post was read by visitors
- 45. bit.ly/blog-scorecard ONE METRIC SCORECARD: GOOGLE ANALYTICS Percent of people who only looked at the blog
- 46. bit.ly/blog-scorecard ONE METRIC SCORECARD: GOOGLE ANALYTICS How much time individuals spent on the blog
- 47. bit.ly/blog-scorecard ONE METRIC SCORECARD: GOOGLE ANALYTICS Number of users that came to the blog post from another website
- 48. bit.ly/blog-scorecard WHERE DO I FIND THESE NUMBERS?
- 49. bit.ly/blog-scorecard ONE METRIC SCORECARD: CUSTOM REPORT http://bit.ly/custom-report
- 51. bit.ly/blog-scorecard Report includes all needed GA data in three sections Set date range to include one month from publishing Filter report to include only blog data ONE METRIC SCORECARD: CUSTOM REPORT
- 52. bit.ly/blog-scorecard ONE METRIC SCORECARD: CUSTOM REPORT Report includes all needed GA data in three sections Set date range to include one month from publishing Filter report to include only blog data
- 53. bit.ly/blog-scorecard ONE METRIC SCORECARD: CUSTOM REPORT Report includes all needed GA data in three sections Set date range to include one month from publishing Filter report to include only blog data
- 54. ONE METRIC SCORECARD CUSTOM REPORT
- 56. bit.ly/blog-scorecard WHAT NOW? Blog Traffic SEO Strategies Click Here
- 57. bit.ly/blog-scorecard Q U E S T I O N S ?
- 58. bit.ly/blog-scorecard M O R E T R A F F I C How to improve your blog with the One Metric Scorecard RENEE GIRARD @renee_girard M O R E B U S I N E S S Slides: slideshare.com/ LINDSIE NELSON @lindsiemiche
Editor's Notes
- Good morning! Welcome to the 3rd installment of our Digital Marketing Breakfast Series: More Traffic. More Business: How to improve your blog with the One Metric Scorecard. Slides are available on slideshare and this presentation will be recorded which we will be sending to you to share.
- To start off, we’ll go into a little bit of who we are the basics of blogging along the benefits and challenges of blog measurement. Then we’ll cover what exactly the one metric scorecard is, how to use it with a live demo, and how to get more traffic to your blog with basic SEO strategies. We have a lot to cover so please save any questions you have for the end.
- I’m Renee and I’m a Senior SEO Specialist. My three year anniversary with the team is next month. My clients range everywhere from professional associations such as the American Society For Quality to ecommerce shops like The Microbrewed Beer of the Month Club.
- Puppy Moma
- #tongueoutthursday
- At this point, you most likely all know why you are blogging, you may know what metrics to measure, but you most likely don’t know how to properly analyze that data to actually make decisions that can improve your performance.
- 2015 Content Marketing Trends report surveyed more than 5,000 marketers from 109 countries and 25 industries and found that on average, 80% of marketers are using blogging as a content marketing tactic. Out of the top 10 most effective tactics, blogs are still considered the fourth most effective. Year after year, in-person events still tops the list at #1 which proves how important it is to link your offline and online marketing tactics. Something else that’s interesting is that blogging is the only tactic that can integrate all other tactics together since you can market any type of content marketing on your blog.
- Like many of you mentioned, the #1 reason to blog for your company is for brand awareness. Other benefits include lead-generation, engagement with new and returning readers, sales (if ecommerce based), and thought leadership. As a smaller agency in Milwaukee, the main reasons as to why we needed a scorecard was the give credit to authors with high scores and build brand awareness.
- We know why we are blogging and what the potential benefits but measuring it is difficult
- Now that we understand the potential benefits, let’s take about some of the challenges marketers face when it comes to measuring your blogging efforts. Let’s face it, most of you are already battling with having enough time and resources to blog in the first place. When you actually get to the measuring part, you first need to choose the right key performance indicators to track, then properly analyze and interpret that data to make decisions from which is really the hardest part. On top of all that, you are expected to continue growing traffic and readership on a consistent basis. When it comes to measuring the impact of blog posts, the struggle is real.
- So real that in fact, the #1 initiative content marketers plan to work on in 2015 is measuring content effectiveness. But which metrics to choose to get started?
- The struggle is so real in fact that…
- The struggle is so real in fact that…
- I’m not going to read off all of these but the point is, you can’t choose just one metric and there are a lot to choose from. Example- blog post got a ton of organic traffic but it turned out, people were only spending no more than 10 seconds to read a 3,000 word article proving that relying on one metric may misterpret the data. The metrics you see here are only just some of the metrics you could look at from free resources such as Google Analytics and Moz. That’s why, we decided to develop a tool that could look at all of the metrics you see here and combine them into one easy-to-use dashboard called…
- Define The One Metric Scorecard!
- So, What does that mean? This is a single score that combines many metrics based on internal comparisons. Note that this only looks at YOUR blog scores. It doesn’t compare you to competitors, external. The scorecard provides a quick snapshot of information to make suture blogging decisions. And it is highly customizable. We will walk through our version, however, if there are other metrics that are crucial to your business, you can make those adjustments.
- Now how does this one metric come together? First we pull data from the individual blog post one month after publishing. It is important to look at the data around the one month mark-or at least to be consistent with the time frame after publishing. If you don’t, then the data will not be consistent and difficult to interpret. Once you have the data pulled, we bring together the ingredients from three the buckets – social, on page and GA- and average the scores for each of the buckets and throw that into a logarithmic equation.
- So once we have the number from the log equation we can interpret it. Before I get too deep into what the numbers mean, I want to mention that all of our expectations are based on historical averages. So when I say we are meeting expectations, that means that we are meeting our own historical average score. So with that said- 50 is our baseline. You are at least staying consistent. Anything above 50 is exceeding expectations and anything below is not. What is considered to “meet expectations” should evolve over time as your blog improves. But that is what is great about this score, it shows improvement over time.
- The struggle is so real in fact that…
- Now im going to do a high level overview of what the scorecard looks like and what you will need to know about each section within it. Tab one holds the directions for each following section. This way if you leave today and completely forget everything I say, you can still figure out how to pull all your needed data. This section also has any necessary links for data pulling.
- The next tab is the main dashboard that culminates all the information from the buckets we talked about before. This is where you will go to analyze your data and make interpretations. So at a quick glance here we can see that Alex’s post from December has performed the worst and Kourtney’s from Jan performed the best. Now to go through the data to pull for this section-
- Iding the author shows who our strongest bloggers are.
- Post title is crucial. We can see what topics are best. People do determine what they are going to read based on the title. So evaluating what works will be help improve titles in the future. Judge book by its cover
- Call to actions are one of the most important aspects of your blog. Each blog should have an intended action and then the CTA should clearly articulate that.
- The next section is social. We choose each of these particular ingredients because of their relationship with Google rank. Even if you don’t actively use Facebook, Twitter or Google +, you need to be aware of who is sharing your information on these sites. If it is publicaly shared then search engine can find
- The next section is social. We choose each of these particular ingredients because of their relationship with Google rank. Even if you don’t actively use Facebook, Twitter or Google +, you need to be aware of who is sharing your information on these sites. If it is publicaly shared then search engine can find
- The next section is social. We choose each of these particular ingredients because of their relationship with Google rank. Even if you don’t actively use Facebook, Twitter or Google +, you need to be aware of who is sharing your information on these sites. If it is publicaly shared then search engine can find
- The next section is social. We choose each of these particular ingredients because of their relationship with Google rank. Even if you don’t actively use Facebook, Twitter or Google +, you need to be aware of who is sharing your information on these sites. If it is publicaly shared then search engine can find
- The next section is social. We choose each of these particular ingredients because of their relationship with Google rank. Even if you don’t actively use Facebook, Twitter or Google +, you need to be aware of who is sharing your information on these sites. If it is publicaly shared then search engine can find
- The struggle is so real in fact that…
- This indicates the true value of your blog. You want people to have comments, opinions and questions about the topic.
- Google analytics is one of the most important aspects of this scorecard. This allows you to understand how many users are looking at your blog and if they engaged with your data. I am going to walk through what each of these metrics are, but more detailed info is in the scorecard itself in the key.
- Google analytics is one of the most important aspects of this scorecard. This allows you to understand how many users are looking at your blog and if they engaged with your data. I am going to walk through what each of these metrics are, but more detailed info is in the scorecard itself in the key.
- Google analytics is one of the most important aspects of this scorecard. This allows you to understand how many users are looking at your blog and if they engaged with your data. I am going to walk through what each of these metrics are, but more detailed info is in the scorecard itself in the key.
- Google analytics is one of the most important aspects of this scorecard. This allows you to understand how many users are looking at your blog and if they engaged with your data. I am going to walk through what each of these metrics are, but more detailed info is in the scorecard itself in the key.
- Google analytics is one of the most important aspects of this scorecard. This allows you to understand how many users are looking at your blog and if they engaged with your data. I am going to walk through what each of these metrics are, but more detailed info is in the scorecard itself in the key.
- Google analytics is one of the most important aspects of this scorecard. This allows you to understand how many users are looking at your blog and if they engaged with your data. I am going to walk through what each of these metrics are, but more detailed info is in the scorecard itself in the key.
- Google analytics is one of the most important aspects of this scorecard. This allows you to understand how many users are looking at your blog and if they engaged with your data. I am going to walk through what each of these metrics are, but more detailed info is in the scorecard itself in the key.
- The struggle is so real in fact that…
- https://www.google.com/analytics/web/template?uid=5tFp_k_sT-iGXcugRVo_mg http://bit.ly/custom-report
- Slides for each Separate tab for
- Link to infographic