Content and social media priorities 2013Dave Chaffey
Slides for a talk by independent consultant Marie Page showing content marketing and social media marketing techniques to increase your reach. This talk has detailed descriptions of how to do this through improving Facebook EdgeRank.
The B2B Content Marketing Report is based on over 600 survey responses from marketing professionals to better understand the current state of content marketing and to identify new trends, and key challenges as well as best practices.
Here are some of the key findings:
- Lead generation is by far the number one goal of content marketing, followed by thought leadership and market education.
- Companies with a documented content strategy are much more likely to be effective than those without a documented strategy.
- The most mentioned content marketing challenge is finding enough time and resources to create content.
- Content marketing ROI remains difficult to measure. Only a minority of respondents consider themselves at least somewhat successful at tracking ROI.
- LinkedIn tops the list of the most effective social media platforms for distributing content and engaging with prospects.
Download the full report PDF for more details: http://www.marketingbuddy.com/download-the-content-marketing-report/
The 2017 State of B2B Digital Marketing ReportDemandWave
Get a sneak peek of our sixth annual State of B2B Digital Marketing Report where nearly 200 B2B marketing leaders weighed in on the top goals and challenges of 2017.
A briefing on new marketing techniques and digital technologies that businesses should consider in 2018. Introduced with the Gartner Marketing Hype Cycle.
Definitive Guide to B2B Marketing in the Digital AgeCarolyn Bao
B2B Marketing has changed. 89% of B2B buyers use the internet during their B2B research process, according to a joint study by Google and Millward Brown Digital.
Direct sales are still critical, but strategic digital marketing will fuel the sustainable growth of the company, through generating demand, and empowering sales. I just published a B2B Marketing Guide that shows B2B marketers how to build a robust B2B technology brand, using all forms of digital marketing tools.
Smart Digital Marketing Plan for eCommerce Website, by Anthony RaglandAnthony Ragland
This presentation, by Smart Digital, Inc is a 2015 Digital Marketing Presentation for an eCommerce Website Client.
About Smart Digital Marketing Firm:
Smart Digital is a forward-thinking digital marketing service firm located in Atlanta, Georgia. Our team provides expert digital marketing services to companies who want to increase their online revenue and expand their digital footprint. Our firm capabilities are smart digital marketing strategies and savvy growth hacking strategies.
About The Presenter:
Anthony M. Ragland is the founder of Smart Digital, inc. As founder, he is the leader of the firm’s digital marketing practice. Anthony plays a hands-on role in the strategic planning and tactical execution of all client projects.
Content and social media priorities 2013Dave Chaffey
Slides for a talk by independent consultant Marie Page showing content marketing and social media marketing techniques to increase your reach. This talk has detailed descriptions of how to do this through improving Facebook EdgeRank.
The B2B Content Marketing Report is based on over 600 survey responses from marketing professionals to better understand the current state of content marketing and to identify new trends, and key challenges as well as best practices.
Here are some of the key findings:
- Lead generation is by far the number one goal of content marketing, followed by thought leadership and market education.
- Companies with a documented content strategy are much more likely to be effective than those without a documented strategy.
- The most mentioned content marketing challenge is finding enough time and resources to create content.
- Content marketing ROI remains difficult to measure. Only a minority of respondents consider themselves at least somewhat successful at tracking ROI.
- LinkedIn tops the list of the most effective social media platforms for distributing content and engaging with prospects.
Download the full report PDF for more details: http://www.marketingbuddy.com/download-the-content-marketing-report/
The 2017 State of B2B Digital Marketing ReportDemandWave
Get a sneak peek of our sixth annual State of B2B Digital Marketing Report where nearly 200 B2B marketing leaders weighed in on the top goals and challenges of 2017.
A briefing on new marketing techniques and digital technologies that businesses should consider in 2018. Introduced with the Gartner Marketing Hype Cycle.
Definitive Guide to B2B Marketing in the Digital AgeCarolyn Bao
B2B Marketing has changed. 89% of B2B buyers use the internet during their B2B research process, according to a joint study by Google and Millward Brown Digital.
Direct sales are still critical, but strategic digital marketing will fuel the sustainable growth of the company, through generating demand, and empowering sales. I just published a B2B Marketing Guide that shows B2B marketers how to build a robust B2B technology brand, using all forms of digital marketing tools.
Smart Digital Marketing Plan for eCommerce Website, by Anthony RaglandAnthony Ragland
This presentation, by Smart Digital, Inc is a 2015 Digital Marketing Presentation for an eCommerce Website Client.
About Smart Digital Marketing Firm:
Smart Digital is a forward-thinking digital marketing service firm located in Atlanta, Georgia. Our team provides expert digital marketing services to companies who want to increase their online revenue and expand their digital footprint. Our firm capabilities are smart digital marketing strategies and savvy growth hacking strategies.
About The Presenter:
Anthony M. Ragland is the founder of Smart Digital, inc. As founder, he is the leader of the firm’s digital marketing practice. Anthony plays a hands-on role in the strategic planning and tactical execution of all client projects.
An opportunity for the savvy marketer to connect early and make a deeper, more meaningful relationship with prospects – through lead nurturing.
1. Build custom buyer personas
2. Make all your marketing touchpoints personal
3. Use social marketing effectively
4. Provide the right content at the right point in the cycle
5. and much, much more!
Dave Chaffey's talk on Fuelling Digital Marketing Success in B2B organisations from Technology for Marketing & Advertising.
One of a set of 3 seminars - this download is for B2B organisations.
Social media marketing is still a buzzword to many, but SEO is still a mystery. There’s a clear need to have a defined strategy and model to make a success with digital marketing campaigns. At the moment, many brands does not have a clear process and model regarding SEO and social media to reach business goals and there's no way to measure social media ROI.
To move forward and make sure you reach your business goals using SEO and social media, you need an SEO and social media model that works and a strategy to measure ROI.
What is Digital Marketing?- SEO, SMM, Email Marketing etc. etc.Stefy John
A complete guide, which explains the concept of google search, importance of website, mobile friendly website, ecommerce website, digital marketing,seo, keyword optimization ,adwords,social media marketing. Please like and share if you like the presentation.
This presentation is for the many B2B companies that still wonder if Social Media Marketing actually works for them. This presentation outlines the key benefits from using social media for enterprises selling to other enterprises.
Keynote -- Engaging Customers on Their TermsMediaPost
Customers are redefining how they engage brands. Successful CMOs will need to achieve company financial and revenue goals while keeping maniacal focus on the customer. The presentation will discuss Dell's approach to customer centric marketing.
KEYNOTE
Jennifer Statham, Executive Director of Global Marketing Technology & Agency Management, Dell @JStathamAtDell
Digital Marketing Measurement Framework - Martin WalshMartin Walsh
A Digital Marketing Measurement Framework to assist your organisation to understand, develop, introduce and operationalise digital marketing measurement.
This is the deck used in The Digital Marketing Workshop at SXSW 2014.
Panelists include:
Blake Robinson, Director, Social Data @Kantar
Israel Mirsky, Global Managing Director, Social & Performance @ Annalect
Margaret Francis, VP, Product @Heroku
Marshal Kirkpatrick, CEO @GetLittleBird
Social media is often done in a silo - rarely integrated, lacking strategy and, eventually, undermined by a reliance on vanity metrics. In B2B, brands need tangible returns from their marketing spend, so social platforms and content should not immune from this requirement. To begin the process of refining or re-structuring your social media activity, first take a look at the bigger picture.
Feeding Business Growth: PR, Marketing, Advertising, Business DevelopmentDawn Yankeelov
Aspectx, a marketing and communications firm, presented evidence and understanding around why "the press release is not dead," in a September 2012 presentation.
Did you know that according to the Sensis 2015 social media report, the average Australian owns three internet enabled devices (laptops, smartphones and tablets) and 79% of Australians access the internet daily?
In such a digitally connected world it has become even more important for businesses to understand and leverage digital marketing in order to connect and engage with their customers, supporters and global audience. Skilled digital marketers have become a valuable asset to any business or organisation.
This Introduction to Digital Marketing presentation will provide an overview of the skill areas that are important to becoming successful digital marketers.
You will learn:
1. The core principles of digital marketing.
2. The most popular channels for engaging with an online audience.
3. Examples of good and bad digital marketing practises.
This is intended for complete beginners, and will give you your first step towards learning more about the digital marketing world.
It's back! The annual Content Marketing Institute/Content Marketing research returns again to dissect content marketing benchmarks, budgets and trends for B2B marketers in North America.
The Basics of Digital Marketing - Learn online marketing today!Aarti Mohan
This presentation will enlighten you on the basics of digital and online marketing including seo, social media, content marketing, affiliate marketing, mobile marketing and much more. It's a fairly broad overview of the digital and social media marketing landscape today.
Do you want to increase traffic and sales to your website or company? Get in touch with me or visit my website at http://www.modifyed.in
A presentation about digital marketing overview. Points covered are Search engine optimization (SEO), Pay per click (PPC), Social Media optimization (SMO), digital marketing funnel
An opportunity for the savvy marketer to connect early and make a deeper, more meaningful relationship with prospects – through lead nurturing.
1. Build custom buyer personas
2. Make all your marketing touchpoints personal
3. Use social marketing effectively
4. Provide the right content at the right point in the cycle
5. and much, much more!
Dave Chaffey's talk on Fuelling Digital Marketing Success in B2B organisations from Technology for Marketing & Advertising.
One of a set of 3 seminars - this download is for B2B organisations.
Social media marketing is still a buzzword to many, but SEO is still a mystery. There’s a clear need to have a defined strategy and model to make a success with digital marketing campaigns. At the moment, many brands does not have a clear process and model regarding SEO and social media to reach business goals and there's no way to measure social media ROI.
To move forward and make sure you reach your business goals using SEO and social media, you need an SEO and social media model that works and a strategy to measure ROI.
What is Digital Marketing?- SEO, SMM, Email Marketing etc. etc.Stefy John
A complete guide, which explains the concept of google search, importance of website, mobile friendly website, ecommerce website, digital marketing,seo, keyword optimization ,adwords,social media marketing. Please like and share if you like the presentation.
This presentation is for the many B2B companies that still wonder if Social Media Marketing actually works for them. This presentation outlines the key benefits from using social media for enterprises selling to other enterprises.
Keynote -- Engaging Customers on Their TermsMediaPost
Customers are redefining how they engage brands. Successful CMOs will need to achieve company financial and revenue goals while keeping maniacal focus on the customer. The presentation will discuss Dell's approach to customer centric marketing.
KEYNOTE
Jennifer Statham, Executive Director of Global Marketing Technology & Agency Management, Dell @JStathamAtDell
Digital Marketing Measurement Framework - Martin WalshMartin Walsh
A Digital Marketing Measurement Framework to assist your organisation to understand, develop, introduce and operationalise digital marketing measurement.
This is the deck used in The Digital Marketing Workshop at SXSW 2014.
Panelists include:
Blake Robinson, Director, Social Data @Kantar
Israel Mirsky, Global Managing Director, Social & Performance @ Annalect
Margaret Francis, VP, Product @Heroku
Marshal Kirkpatrick, CEO @GetLittleBird
Social media is often done in a silo - rarely integrated, lacking strategy and, eventually, undermined by a reliance on vanity metrics. In B2B, brands need tangible returns from their marketing spend, so social platforms and content should not immune from this requirement. To begin the process of refining or re-structuring your social media activity, first take a look at the bigger picture.
Feeding Business Growth: PR, Marketing, Advertising, Business DevelopmentDawn Yankeelov
Aspectx, a marketing and communications firm, presented evidence and understanding around why "the press release is not dead," in a September 2012 presentation.
Did you know that according to the Sensis 2015 social media report, the average Australian owns three internet enabled devices (laptops, smartphones and tablets) and 79% of Australians access the internet daily?
In such a digitally connected world it has become even more important for businesses to understand and leverage digital marketing in order to connect and engage with their customers, supporters and global audience. Skilled digital marketers have become a valuable asset to any business or organisation.
This Introduction to Digital Marketing presentation will provide an overview of the skill areas that are important to becoming successful digital marketers.
You will learn:
1. The core principles of digital marketing.
2. The most popular channels for engaging with an online audience.
3. Examples of good and bad digital marketing practises.
This is intended for complete beginners, and will give you your first step towards learning more about the digital marketing world.
It's back! The annual Content Marketing Institute/Content Marketing research returns again to dissect content marketing benchmarks, budgets and trends for B2B marketers in North America.
The Basics of Digital Marketing - Learn online marketing today!Aarti Mohan
This presentation will enlighten you on the basics of digital and online marketing including seo, social media, content marketing, affiliate marketing, mobile marketing and much more. It's a fairly broad overview of the digital and social media marketing landscape today.
Do you want to increase traffic and sales to your website or company? Get in touch with me or visit my website at http://www.modifyed.in
A presentation about digital marketing overview. Points covered are Search engine optimization (SEO), Pay per click (PPC), Social Media optimization (SMO), digital marketing funnel
This talk to the Smart Insights 2013 Marketing Priorities summit by user experience consultant Paul Rouke featured a review of major and subtle persuasion tips & techniques which positively affect user behaviour. It also included live examples of where brands are combining different techniques to enhance the influence on user behaviour.
In this talk at the Smart Insights Digital Marketing Priorities Summit Dan Bosomworth MD of First 10 and Marketing Director of Smart Insights discussed and gave examples of how to use content marketing to drive consumer interactions across customer RACE interactions.
I presented this review in May 2014 at the Messe Frankfurt Email marketing exhibition. It reviews 7 key areas of email marketing to improve detailed in our 7 Steps to Email marketing success guide.
Social media campaigns - 10 ingredients and examples for effective campaignsDave Chaffey
How do you make social media central to your campaigns rather than an afterthought? Here are 10 tried and tested approaches featuring some of the best examples of content marketing campaigns from 2013.
Presented to Our Social Times #SMM13 - London
Customer Experience Management - CXM - doesn't have enough attention IMO given its importance in delivering and evaluating marketing effectiveness from a customer's POV.
In this webinar and breakfast briefing Adobe UK asked me to deliver I introduce the CXM and give 10 practical techniques across the Smart Insights RACE framework to improve experience.
Managing The Content Marketing Avalanche! B2B Content Marketing in 2014 Dave Chaffey
Presented as a Keynote to the B2B Marketing Content Avalanche Conference in London on 7th November 2013.
In this Keynote, I highlight some of the latest research in Content Marketing practices pulling out 10 trends needed to make the most of content marketing in 2014.
Examples show how leading companies are prioritising, managing and optimising their B2B content marketing including examples of new applications and new interactive B2B content marketing tools.
Avoiding the 10 most common mobile marketing mistakesDave Chaffey
In this presentation to On The Edge Digital Marketing, London in October 2013 I covered 10 common mobile marketing mistakes and a 10 step plan to help marketers work through a mobile strategy. I hope these are helpful - if you want more depth - see the Smart Insights guide to developing a digital mobile strategy.
This presentation from the Smart Insights Webcast series explains how to structure a marketing plan using the SOSTAC(R) planning framework created by PR Smith (see www.prsmith.org for more).
Ideas on innovation in online marketing and technology platforms thats will be important in 2014.
Uploaded by Dave Chaffey, CEO SmartInsights.com and co-author of Emarketing Excellence.
See http://bit.ly/smarttrends for more details on the trends.
10 Digital Marketing Essentials for any type of business Dave Chaffey
What are the techniques of online marketing that businesses MUST get right today? Dave Chaffey of Smart Insights presented at Portsmouth Business School on 8th October 2014 and repeated with a longer version at Leeds University Business School on 15th October.
10 Digital Marketing Trends covering different tools to help digital marketers in 2015. Presented by Dave Chaffey at the Smart Insights Digital Impact conference.
What do you think makes a good friend? This presentation helps children to think about the meaning of friendship by sharing photos of their friends
http://www.cafod.org.uk/picturemyworld
Dr. William Allan Kritsonis, School Law, Use of School Facilities, Religous Rights of Teachers, Religous Freedom of Expression, Religous Rights in Schooling, Due Process, Freedom of Expression, School Prayers, Termination, Due Process
Before you can create a killer dashboard to monitor and measure your online marketing effectiveness, companies like yours need to first do some prep work:
1) Outline your objectives and goals (if you don't know where you're going, any path will take you there)
2) Choose the right measurement framework
3) Establish your KPI's (metrics directly tied to your business objectives)
4) Create an implementation roadmap (which KPI's you should monitor first)
5) Select the tools that will power your dashboard (a mix of free, paid, and internally created reports)
6 Steps to boost your prospect funnel and sales conversion rate with truly in...Helen McInnes
How to come up with a "big idea" for a PR campaign, ensure you have the right content kit to drive traffic to your website and landing page that drives conversions
Optimising Your Business Online. Slides from the workshop delivered by Symphony3 on behalf of Small Business Victoria.
Go to business.vic.gov.au for more information.
Max thomas-beyond-rankings-actionable-seo-reports-smx-east-2011-9-15-11Max Thomas
This my presentation from SMX East 2011 that focuses on actionable reports for executives and clients in regard to demonstrating SEO and social media campaign success. This presentation highlights report elements that are helpful for the Higher-Up's to understand what's happening and how to build an ongoing and fruitful relationship.
This is my presentation about Search Engine Optimization, which is also known as SEO. I have included all of my research and knowledge in this presentation. If you have any questions related to the topic, please leave it at the comment section. Thank you!
Google Analytics 10 Step Audit
How to Ensure Accurate Insights
for Better Business Reporting and Traffic Analysis
in Your Google Analytics
Website Traffic, Transactions
Where Visitors Come From and How They Behave On-Site
Website Business
Audit Google Analytics regularly. Good Analytics data provides the actionable framework to build business logic and make the smartest marketing decisions. Quality Assurance testing is essential to good data. Provide a sensible dashboard for this intelligence, and speak knowledgeably about revenue, with verifiable facts and trends. Speaking the language of business is something that your customer (likely an E-Com manager, or Operations Executive, or Product manager), will understand and appreciate. These business people cannot operate profitable websites blindly (at least, not for long)! Give them the data they need to gain insights to inform decisions.
Audit with breadth (sitewide tag survey) and depth (filters, tags, segments). Audit frequently. Remember, any time a developer makes a change, or a content writer edits copy, or an E-Com manager adds new products, the Analytics is subject to change and therefore, verification.
1. Google Analytics Code Audit
2. Site Search Tracking
3. Bounces by Type of Traffic - Paid, New and Returning Visitors Bounce Rate
4. Account Filters
5. URL Tagging
6. Mobile Website and Conversion Tracking
7. Macro AND Micro Conversions
8. Custom Reports to Maximize Revenue
9. Unify Results for Easier Interpretation - URL Canonicalization and Rewrite
10. Traffic Source: Not Provided - Apply What You DO Know to Make Sense of What You Don\'t
Tip #1: Funnels: Product Page Add to Cart vs Category Page Add to Cart performance
Tip #2: Google Intelligent Alerts - just plain smart!
Tip #3: Tools & Resources
How to turn your data into revenue-driving customer-centric experiencesChris Goward
In this webinar, WiderFunnel Optimization Strategist, James Flory and George Fang from Heap (ex-Google, Zynga), show you how to leverage all of your customer data to analyze and then optimize the customer journey, and design a growth-driving experimentation program that will ultimately increase your bottom line.
Internet Summit - Preconference Training (2012)Dana Todd
Even the most mature search marketing campaigns can use a kick in the pants. Here are ten of the toughest problems we solve for clients on a regular basis, Includes: local search, seo crisis management, search engine optimization challenges, search for branding, paid search marketing conflicts, and more.
Your smarter data analytics strategy - Social Media Strategies Summit (SMSS) ...Clark Boyd
The volume and velocity of available data brings with it a huge amount of new opportunities for marketers. However, without the analytics know-how to avail of this data, these are opportunities that are often missed. Moreover, the variety of different data sources and analytics platforms only add to this complexity.
This presentation covers:
- How to define and communicate an analytics framework
- How to set up analytics dashboards for a range of stakeholders
- The people and skills you need for an optimal analytics team
- Practical tips for improving your campaign measurement
Content marketing analytics: what you should really be doingDaniel Smulevich
My presentation from Digital Marketing Show 2014. #DMSLDN
A journey through web analytics processes, from setting up KPIs to integrating data sources and automating reports.
Innovating digital 2020 : Digital Marketing trendsDave Chaffey
A presentation to Chartered Institute of Marketing members at the University of Wolverhampton. October 2019 covering 5 applications of data-driven marketing.
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyDave Chaffey
My presentation for the Chartered Institute of Marketing in Leeds updated to cover Smart Insights RACE planning framework for an April 2019 talk for West Yorkshire CIM members.
Digital Marketing in Higher Education - 5 Strategic Success FactorsDave Chaffey
This short, 15 min keynote to the Association of Business Schools uses examples from outside the Higher Education sector to highlight 5 key strategic success factors for Digital Marketing.
Creating more relevant, more responsive more value Event-triggered EmailsDave Chaffey
Created for the International Email Marketing Summit, this webcast explains the options for creating more relevant automated emails - one of the biggest missed opportunities in Email marketing. It covers the types of emails and how to optimise them using the CRITICAL framework we use in the Smart Insights Guide to Email Marketing.
Many businesses don’t have a digital marketing strategy. Others don’t even have a marketing strategy. Just tactical campaigns.
This Slideshare delivered by PR Smith on a @SmartInsights webcast shows to take a more strategic approach.
PR Smith is creator of the widely used SOSTAC ® Planning system voted as one of the Top 3 global marketing models in the CIM Centenary Poll.
In this talk Paul took take one component, ‘engagement’ and showed the strategic options a business can employ to maximise returns.
This webcast covered covered the key areas to review when developing a digital strategy for B2B Marketing to support the *Brilliant B2B Marketing Guide*.
1. Tips for using analytics to support SEO
James Gurd
Owner
Digital Juggler
This talk will discuss key ways to use web analytics techniques & tools to
help you evaluate and improve your SEO performance.
Digital Marketing Priorities 2013 Summit
11th January 2013. Brought to you by:
2. Agenda
Setting goals, objectives & KPIs
Benchmarking your data
Evaluating keyphrase performance
Evaluating impact of external links
Evaluating assisted conversions
Interpreting your data
Key take-aways
Useful resources
Please interact using the BrightTALK buttons:
2
3. About me
>14 years’ e-commerce experience
B2B/B2C, Client-side, Agency, Consultant
Owner of Digital Juggler since 2009
Work with brands like House of Fraser,
Argos, Sweaty Betty, Smythson, The Watch
Gallery…
Guest blogger for Smart Insights &
Econsultancy
Author of industry best practice guides on E-
commerce RFP, B2B Content Marketing,
SEO, Landing Page Optimisation etc
Co-host of #ecomchat on Twitter (Mondays)
3
4. Setting goals, objectives & KPIs
Give yourself clear targets
Goal – broad target
e.g. Increase brand awareness
Objective – concrete & measurable
e.g. Increase number of visitors using social
sharing buttons by 100% within 2 months
KPI – measurement target
Volume / Value / Quality
Volume Value Quality
Total visits Average order Bounce rate
value
Total newsletter Per Visit Value Conversion rate
sign-ups (basket-to-order)
Image from trendhunter.com
4
5. Benchmarking your data
Why do you need to do this?
No clear focus = Poor decision making
5
6. 1. Free web analytics package e.g.
Google Analytics.
Quick Poll 2. Paid web analytics package e.g.
Webtrends / Omniture etc.
Which tools do 3. Proprietary analytics package.
you use to 4. Log files.
benchmark 5. SEO software e.g. Majestic SEO /
SEOMoz.
SEO data?
6. Other.
7. A combination of the above.
6
7. 10 Steps to benchmarking data
Step 1 – agree your KPIs
Step 2 – map which tools contain data for each KPI
Step 3 – Identify gaps & plug them
Step 4 – define reporting requirements
Step 5 – export historical data (ideally last 12 months)
Step 6 – create KPI dashboard
Step 7 – create helpful visuals (charts/graphs) for trends
Step 8 – sense check data: valid?
Step 9 – define data update schedule
Step 10 – start collating new data!
7
9. Evaluating keyphrase performance
The obvious The overlooked - context
Ranking Top landing pages
Impressions Relevance to landing page
Visits Share of market (% of total
Click through rate searches)
Transactions Revenue potential based on
increased market share
Revenue
Seasonality
Average order value
Market trends
Per Visit Value
New vs. Return customers
Use keyword research tools like
Further reading from Smart Insights: Google Keyword & Google Trends
http://bit.ly/UD1FYQ
http://bit.ly/Woi95f
9
13. Top tip for analysis
Export data to Excel, then use
lookups/pivots etc to organise
and give the view you need
13
14. Evaluating external links
You need a full picture – rank / traffic
/ value / impact
Links aren’t just about keyword rank
Links also:
Drive traffic.
Support customer acquisition & retention.
Increase brand awareness.
Generate revenue.
Provide competitive positioning.
What type of link
Further reading from Smart Insights: works best for your
http://bit.ly/13dTG8D website?
14
15. 1. Specialist SEO software e.g.
Majestic SEO / SEOMoz.
Quick Poll 2. Free web analytics package e.g.
Google Analytics.
Which tools do 3. Paid web analytics package e.g.
you use for Webtrends / Omniture etc.
external link 4. Proprietary analytics package.
5. Other.
analysis?
6. A combination of the above.
15
16. Example: Open Site Explorer
1
Compare link
portfolio against
competitors
2
Profile links based
on link source
authority (impact)
3
Identify linking
pages and anchor
text
16
17. Top tip for link analysis
Add campaign tracking codes
to each link so you can use
analytics reports to evaluate
the impact.
Useful tool:
Google Analytics URL builder.
http://bit.ly/RCa1kU
17
18. 1. Yes – all the time
2. Occasionally
Quick Poll 3. No
Do you use 4. I don’t know!
campaign
tracking codes
to support SEO
analysis?
18
19. Evaluating assisted conversions
Which keywords/phrases are giving
your conversions a helping hand?
A visit from a matched search query
doesn’t guarantee a conversion.
Buying cycles can be multi-stage.
There are often time lags between
first interaction and final sale.
Last click analysis misses the bigger
picture.
How do you calculate the ‘real’
impact of an organic keyphrase?
19
21. Interpreting your data
Is your data trend positive, negative or neutral?
Think about visitor intent:
What keyphrase has driven them here?
What would they be expecting?
What are the logical next steps to take?
Are these steps being taken?
A decline in performance can have multiple causes:
Internal – website conversion issues / poor campaign targeting
External – industry decline / search engine algorithm update
Combine multiple data source to validate assumptions:
Web analytics data – the ‘what’
Voice-of-customer – the ‘why’
Industry / Aggregate data
21
22. 1. Yes
2. No
Quick Poll 3. Maybe – it depends on the context
Is a high 4. I don’t know!
bounce rate for
a keyphrase a
bad sign?
22
23. Example: bounce rate
A high bounce rate can be positive or negative
Positive Negative
Local search goes to local store Organic listing for product keyphrase
landing page goes direct to product details page
Please note HoF webpages used only to illustrate the point, not as case studies as data on these pages unknown
23
26. Key take-aways
Planning puts you in control
Understand what you want to measure &
why before you start doing anything
Make sure you benchmark data to give
you something to compare future
performance against
Get your analysis toolkit set-up
Do analysis regularly – be proactive as
well as reactive
Learn to interpret data using context
Stay in touch with industry news &
developments – SEO is fast moving
…questions Image from phys.org
please! 26
27. Useful resources
Smart Insights Other industry resources
James Gurd’s SEO article series (12 SEOMoz blog
parts): http://www.seomoz.org/blog
http://www.smartinsights.com/author/ Search Engine Land:
james-gurd/
http://searchengineland.com/library/s
Guide - 7 Steps to Successful SEO: eo
http://www.smartinsights.com/guides/ Google Webmaster Central blog:
seo-7-steps-to-success-guide/
http://googlewebmastercentral.blogs
pot.co.uk
History of algorithm updates:
http://www.seomoz.org/google-
algorithm-change
27
28. Thank you for your participation
Your questions please
Please ask questions
and rate this webcast
For more Answers to
your Digital Marketing
Questions use our
free community
Best wishes for 2013!
http://www.smartinsights.com/answers
28
29. The
end…..
THANK YOU!
For more information:
E: james@digitaljuggler.com
M: +44 (0) 7794 539 399
W: digitaljuggler.com
T: @jamesgurd
Keep an eye out for #ecomchat – weekly industry
ecommerce chat – new topic every week
29