cas2012 analytics 1 - seomom

Analytics, Glorious Analytics

Click Asia Summit 2012 | All Rights Reserved

Getting the Most Out of Search & Social Analytics

Gillian MuessigFounding President, SEOmoz

Metrics. Metrics. Metrics.

That which is measured can be improved.

Tom Peters, 1982Also: Lord Kelvin, Edwards Demming, Gillian Muessig….

Follow the Money Backwards!Choose the Right KPIs

Start by asking the Right Questions

What’s this website trying to accomplish?

What’s my website trying to accomplish?

Sell More PRO MembershipsServe Current Customers

SEOmoz’ Answers

What’s my website trying to accomplish

Sell More API AccessAnswers may change over time

SEOmoz’ Answers

What’s my website trying to accomplish?

Create AwarenessObtain Funding

Connect With Professionals

Solar Impulse’ Answers

Which top metrics tell me if I am succeeding or failing?

Everyone’s Answer

An increase or decrease in completed goals.

Top metrics: are we succeeding or failing?


SEOmoz’ Answers

Gaining or losing traffic to the sign-up pageIncreased or decreased traffic to the site

MMUair.com Answers


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


Secondary Key Performance Indicators

< or > organic traffic on key terms

"Learn SEO” type queries

SEOmoz’ Answers

< or > search suggest

Branded term searches

SEOmoz’ Answers

< or > organic traffic on blog

Member engagement on the Daily SEO Blog

SEOmoz’ Answers

< or > organic engagement: YOUmoz

Members post UGC on YOUmoz

SEOmoz’ Answers

What Are My Biggest Threats

SEOmoz’ Answers

We have a globally recognized brand with a community of ~½ a million SEOs

You come for latest scoop on SEO

SEOmoz’ AnswersWe have a very strong brand associated with TAGFEE

What Are My Biggest Threats

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

The KPIs We Track

The KPIs We Track

Track referrals, not “Site:” Commands

Links are nice; traffic is better

The KPIs We Track

More traffic from people researching SEO

Newbies grow your pie

KPIs We Track

More blog comments

Where is the conversation taking place?

KPIs We Track

More YOUmoz submissions

Where is the research being published?

KPIs We Track

Improved engagement metrics on site

Up and to the right, folks!

KPIs We Track

Higher sign up attempts

Follow the money…

KPIs We Track

Higher signup completions

Follow the money… to the bank!

Negative KPIs

Decline in branded search terms

Equally important; keep an eye on them

Negative KPIs

Decline in organic traffic to resource pages

Negative KPIs

Decline in time spent on the site

Huge red flag

Negative KPIs

Decline in time spent on the site

Time on site

Negative KPIs

Decline in YOUmoz submissions

Huge red flag

Competitive Research


What does it mean for you?


http://www.aircraft-charter-world.com/airports/

Just Say No!

What NOT to track

Named After Larry Page…

Not likelihood to rank in the SERPs

Google Says They Use PageRank to Crawl

What Else Should You Know?

Basic Industry Stats

Industry Statistics

Click through rates

Short Tail/Long Tail Search Stats

Industry Statistics

Short Tail/Long Tail Conversion Stats

Industry Statistics

The Search Demand Curve

Industry Statistics

Choose What to Track

• Key Performance Indicators• Follow the cash backwards• Keep an eye on the competition• Know your playing field

Tracking Metrics & ROI

Segmentation

At SEOmoz we track visitors to our top sections by weekto easily identify shifts in the data

We Track Visitors to Sections

Successful Events

A portion of our micro tool usage analysis (GA)

downloads, subscriptions, sign-ups, conversions

Dive DeeperTracking SERP Rankings Is NOT Enough

Vertical Search Conversions

Local Results

Image Results in SERPs

Video Results

News & Blog Results

Shopping Results

Instant Answers

Social Media Metrics

Cannibalization of the Link Graph

MMM… LINK GRAPHS ARE DELICIOUS!

Facebook MetricsIt’s not just about fans!

Likes – Comments - Shares

Facebook Metrics

Track “People Talking About This”

Facebook Metrics

Track “Engaged Users”

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/

Social Signals Are Increasing

http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause

Page A646 links from 36 root domains

2 tweets

Page B1 link from 1 root domain

522 tweets


Social Signals


Page A646 links from 36 root domains

2 tweets

Page B1 link from 1 root domain

522 tweets

Page B – the tweeted version –

ranks #1!


Build Your Social Community

http://mashable.com/2010/11/15/biggest-facebook-brands/

http://mashable.com/2010/11/15/biggest-facebook-brands/

But…

• Those are big brands• My message isn’t simple• My target market is old fashioned• My case is complicated… it’s special


Yup. Everybody’s Doing It


The Vatican Gets It

http://www.inquisitr.com/58739/pope-urges-priests-to-embrace-social-media-start-blogging/

“That interactivity — and the potential it brings to the church's evangelization mission — is behind the Vatican's new social media push, the culmination of which will be launched at Easter with a new… Vatican information web portal whose contents are specifically designed to be tweeted, posted and blogged.”

The Vatican Gets It

Yahoo News, Dec 2010

“What we found is Facebook doesn’t just share information, it creates community,”

“People begin talking to each other and sharing ideas.”

Monseignor Paul Tighe

Conversion Rate OptimizationTrack the Money

AIDA Funnel

How You THINK You Welcome Your Customers

How You Welcome Your Customers

Track the Winners

People who actually buy from you

Common Denominators

• Search your most successful pages • Find one or more things in common • Test these elements on other pages• Increase conversions across your site

Tracking Winners

• How many visits before conversion?• What did they do during each visit?• How many pages on site before conversion?• Which pages... on which visits?• How much time on which pages?

Track the Losers

• On which page did you scare them off?• When did they give up?• How long before they gave up?

Focus on the Money

• Your best customers buy a lot and do it often• Get more of them by doing more of what

you’re doing right

Improve the Outcomes

Test Your TouchPoints

• Change your selling touch points & style– Google, Yahoo, Bing, – Facebook, LinkedIn, Twitter, Google +, Orkut– Industry-specific social media groups– Country-specific social media groups– Affiliates, paid and unpaid ambassadors– Test, test, test… Then test, test, test….

Test Your Copy

• Change your ads• Change your target markets• Change your USP• Change your images• Change your colour schemes

What Creates More Conversions?

• Higher SERP rankings?• More images in SERPs?• YouTube videos?• More compelling copy in description tags?• More indexed pages?• ID the clog in your sales funnel and clear it

Clear Clogs in this Funnel

Productization

• Pay attention to your best product/service– Make it better– Make it more prominent on the site– Change the target market– Alter the pricing or pricing model– Improve the USP– Package it with something else (upsell)

Customer Service

• Track Lifetime Value of Your Client– (subscription based sales, especially!)

• Ask why they’re leaving?• Improve your documentation• Say thanks for the sale – and congratulate your

customers• Keep your products fresh – constant improvement

R&D

• What are customers searching for?• Why AREN’T they buying?• Build products/services/packages to suit them

Short List of Things to Track

• Buyers by sales volume• Bounce rates & bounce pages• Time on page & time on site• Number of ‘saved sessions’• Improvements over time• Full sales cycle of touchpoints & onsite actions

Tracking Helpers

• Unique landing pages• Unique phone numbers• Unique email addresses• Unique coded ads (think: affiliate codes)• Unique offers / packages• Time sensitive ads

Beautiful Analytics Slides

Reading Resources

www.seomoz.org

• http://www.seomoz.org/blog/5-simple-google-analytics-tips-you-should-be-using

• http://www.seomoz.org/blog/google-analytics-event-tracking-to-monitor-calls-to-action

• http://www.seomoz.org/learn-seo/

Thank You!

www.seomoz.org

CLICKASIA12

• Twitter: @SEOmom

• Blog: www.seomoz.org/blog

• Email: [email protected]

cas2012 analytics 1 - seomom

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