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SEO Analytics - Middle Earth Style

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No, not Frodo. His will shredded like wet toilet paper. Gollum took the lava bath, destroyed the ring, and saved everyone from a 36" Dark Lord. Does he get any credit? Nooooooo. Nine-fingered Frodo is the hero. The ladies all swoon at Legolas and Aragorn. But not poor Gollum.

Internet marketers, and SEOs in particular, are a lot like Gollum: We're shunned. We don't get much sunlight. Our diet is awful. And we never get the credit for business success.

It's our fault. We're good at building rankings and building traffic. But we're terrible at demonstrating the value of our work. So we fling ourselves into the lava. Every single time.

Published in: Technology, Design
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SEO Analytics - Middle Earth Style

  1. IAN LURIEPORTENT, INC@PORTENTINTPORTENT.COM17 YEARS
  2. HTTP://PORTENT.CO/LOTRSEO
  3. MAKING THEDATAWORK FOR YOU
  4. AKA
  5. SEO ANALYTICSMIDDLE-EARTH STYLE
  6. PALE GREENISH TINGE
  7. OH GOD!!!!! Not an SEO!!!!
  8. NO ONEBELIEVESWE DID IT
  9. REALLY? SEO Starts
  10. REALLY?!!!!!!!30,000! !9,000!! PORTENT STARTS !8,000!!25,000! !7,000!!20,000! !6,000!! !5,000!!15,000! !4,000!! SEO!visits! NB!SEO!visits!10,000! !3,000!! !2,000!! 5,000! !1,000!! 0! !"!!!! Dec"10! Sep"10! Oct"10! Nov"10! Jan"11! Apr"11! Dec"11! Oct"11! Nov"11! Jan"12! Feb"12! May"11! Feb"11! Mar"11! Sep"11! Jul"11! Aug"11! Jun"11!
  11. USE DATA TOPERSUADE
  12. USE DATA TOCONNECT ACTIONTO RESULT
  13. DO NOTUSE DATA TOCONFUSE
  14. DO NOTLOB DATAGRENADES
  15. HARVEST BIGBUT REPORT SMALL
  16. 1GRADE YOURSELF
  17. DUPLICATEDUPLICATE
  18. 404’S
  19. 200’S
  20. INDEXEDPAGES
  21. LOADTIME
  22. KEYWORDDIVERSITY
  23. DOMAINAUTHORITY
  24. SOCIAL
  25. ORGANIC TRAFFIC
  26. NON-BRANDEDORGANIC TRAFFIC
  27. ORGANICCONVERSIONS
  28. HOW ARE WE DOINGRIGHT NOW?
  29. 2BUILD THEOPPORTUNITY MAP
  30. FIND OPPORTUNITY GAPS
  31. WHAT CAN WEACCOMPLISH?
  32. 3ESTIMATE DIFFICULTY
  33. HOW HARD WILL IT BE TOGET THERE?
  34. 4MAP ACTION TOOPPORTUNITY
  35. WHAT MUST WE DO TOGET THERE?
  36. We do OK for Ugh. Our siteslinking domains too small, maybe.
  37. Oy. Our duplicationrates are way too high.
  38. “Our content strategy mustadd 10 quality pages to oursite each week.”
  39. “We need to add links fromsites with at least a 70domain authority.”
  40. “We must eliminate onsiteduplication.”
  41. 5TRACK IT ALL
  42. HOW ARE WE DOINGRIGHT NOW?
  43. 6CREATE THEREPORT CARD
  44. ACTION + EXECUTION = RESULT
  45. 7DON’T REPORTANALYZE
  46. WHAT & WHYASSESSMENTNEXT ACTION
  47. “Our site had a serious duplicationissue last month. That meant moreindexed pages, but poorer rankings.As a result, sales fell 1%. Nextaction: Fix the duplication issues.Potentially dump guilty parties intoMt. Doom.”
  48. “The last blog post we did wasfeatured on Overlord Weekly! Wegained 25 inlinking domains. Thathasnt kicked up the rankings yet, butit will. Next action: Figure out why thatparticular post attracted so muchattention and adjust our strategy. Also,let folks know by publicly thankingOverlord.”
  49. “Rankings are up. Sales are up.”
  50. “Traffic fell 10%, but we expectit to recover.”
  51. “Thanks to the dev team, we fixedall duplication problems. Thathelped boost traffic 45%.”
  52. SOME FINAL ADVICE
  53. DON’T FEARBRAG
  54. DON’T FEARCONTEXT
  55. TIE ACTIONTO RESULT
  56. HARVEST BIGBUT REPORT SMALL
  57. HTTP://PORTENT.CO/LOTRSEO IAN LURIE PORTENT, INC @PORTENTINT PORTENT.COM

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