Веб-аналитика: как измерять отдачу от...
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Доклад президента компании SEOmoz Gillian Muessig на семинаре по продвижению товаров и услуг на зарубежный рынок от компании Promodo и SEOmoz 19 мая 2012 года, Киев.TRANSCRIPT
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Analytics, Glorious Analytics
SEMcamp Kyiv 2012 | All Rights Reserved
Getting the Most Out of Search & Social Analytics
Gillian MuessigFounding President, SEOmoz
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Metrics. Metrics. Metrics.
That which is measured can be improved.
Tom Peters, 1982Also: Lord Kelvin, Edwards Demming, Gillian Muessig….
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Follow the Money Backwards!Choose the Right KPIs
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Start by asking the Right Questions
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What’s this website trying to accomplish?
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What’s my website trying to accomplish?
Sell More PRO MembershipsServe Current Customers
SEOmoz’ Answers
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What’s my website trying to accomplish
Sell More API AccessAnswers may change over time
SEOmoz’ Answers
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What’s my website trying to accomplish?
Create AwarenessObtain Funding
Connect With Professionals
Solar Impulse’ Answers
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Which top metrics tell me if I am succeeding or failing?
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Everyone’s Answer
An increase or decrease in completed goals.
Top metrics: are we succeeding or failing?
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Top metrics: are we succeeding or failing?
SEOmoz’ Answers
Gaining or losing traffic to the sign-up pageIncreased or decreased traffic to the site
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MMUair.com Answers
Top metrics: are we succeeding or failing?
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MMUair.com Answers
Gaining or losing traffic to:• pay-landing-fees page• private-jet-charter-quote page • increased or decreased traffic to the site
would be key success or trouble indicators
Top metrics: are we succeeding or failing?
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Secondary Key Performance Indicators
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< or > organic traffic on key terms
"Learn SEO” type queries
SEOmoz’ Answers
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< or > search suggest
Branded term searches
SEOmoz’ Answers
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< or > organic traffic on blog
Member engagement on the Daily SEO Blog
SEOmoz’ Answers
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< or > organic engagement: YOUmoz
Members post UGC on YOUmoz
SEOmoz’ Answers
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What Are My Biggest Threats
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SEOmoz’ Answers
We have a globally recognized brand with a community of ~½ a million SEOs
You come for latest scoop on SEO
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SEOmoz’ AnswersWe have a very strong brand associated with TAGFEE
What Are My Biggest Threats
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SEOmoz’ Answers
• Life-blood daily information source• The place where the
industry conversation takes place• The premier journal to publish research• A company defined by TAGFEE
A loss of brand association as:
Would all constitute major threats
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The KPIs We Track
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The KPIs We Track
Track referrals, not “Site:” Commands
Links are nice; traffic is better
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The KPIs We Track
More traffic from people researching SEO
Newbies grow your pie
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KPIs We Track
More blog comments
Where is the conversation taking place?
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KPIs We Track
More YOUmoz submissions
Where is the research being published?
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KPIs We Track
Improved engagement metrics on site
Up and to the right, folks!
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KPIs We Track
Higher sign up attempts
Follow the money…
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KPIs We Track
Higher signup completions
Follow the money… to the bank!
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Negative KPIs
Decline in branded search terms
Equally important; keep an eye on them
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Negative KPIs
Decline in organic traffic to resource pages
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Negative KPIs
Decline in time spent on the site
Huge red flag
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Negative KPIs
Decline in time spent on the site
Time on site
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Negative KPIs
Decline in YOUmoz submissions
Huge red flag
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Competitive Research
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Competitive Research
What does it mean for you?
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Competitive Research
http://www.aircraft-charter-world.com/airports/
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Just Say No!
What NOT to track
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Named After Larry Page…
Not likelihood to rank in the SERPs
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Google Says They Use PageRank to Crawl
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What Else Should You Know?
Basic Industry Stats
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Industry Statistics
Click through rates
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Short Tail/Long Tail Search Stats
Industry Statistics
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Short Tail/Long Tail Conversion Stats
Industry Statistics
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The Search Demand Curve
Industry Statistics
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Tracking Metrics & ROI
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Segmentation
At SEOmoz we track visitors to our top sections by weekto easily identify shifts in the data
We Track Visitors to Sections
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Successful Events
A portion of our micro tool usage analysis (GA)
downloads, subscriptions, sign-ups, conversions
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Dive DeeperTracking SERP Rankings Is NOT Enough
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Vertical Search Conversions
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Local Results
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Image Results in SERPs
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Video Results
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News & Blog Results
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Shopping Results
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Instant Answers
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Social Media Metrics
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Cannibalization of the Link Graph
MMM… LINK GRAPHS ARE DELICIOUS!
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Facebook MetricsIt’s not just about fans!
Likes – Comments - Shares
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Facebook Metrics
Track “People Talking About This”
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Facebook Metrics
Track “Engaged Users”
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Facebook Metrics
Track “External Referrers”Click on Reach (under Insights in your sidebar) and scroll down to find “External Referrers.” You’ll see a list that shows how many times people arrived on your Facebook Page from an external site during a selected date range.
Read: http://mashable.com/2012/01/20/facebook-metrics-marketing/
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Gizmo.com
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Gizmo.com
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Thank You!
www.seomoz.org
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