Download - Measuring Inbound Marketing
Measuring Inbound Marketing
Jeremy BenckenJune 10, 2009
Austin Web Analytics Wednesday
The Inbound Marketing Funnel
Relationships
Engagement
Listening
Coverage
Inbound Links
Search Rankings
Traffic
Leads
$
Social Media MonitoringGoogle Alerts, Social Mention, Radian6,
filtrbox
Email, Twitter, blog comments, trackbacksBuzzStream, Radian6
CRM’sBuzzStream, Vocus, Highrise,
Gist, Xobni, MrTweet
News stories, blog posts, Twitter Re-Tweets
Burrells Luce, CustomScoop, TweetReach
SEO Link ResearchWhoLinksToMe,
SEOMoz, Majestic SEO SEO RankingsHubspot, WebCEO,
rankradar, RockinSEO
AnalyticsGoogle Analytics,
Coremetrics, Webtrends
Sales ManagementSalesforce.com, Sugar
CRM, Microsoft Dynamics
Relationship Metrics
Influence Metrics- PageRank
Influence Metrics- Inbound Links
Influence Metrics- Unique Visitors
Influence Metrics- Technorati
Influence Metrics- Twitter Followers
Coverage Metrics
Coverage Metrics- Twitter
Coverage Metrics- Twitter
Coverage Metrics- Blog Comments
Coverage Metrics- Referrers
Coverage Metrics- Readers
Inbound Links
• Link quality– PageRank– Good keyword anchor text – Related/relevant content
Inbound Links
Rankings: Y=N(X)*F(X)• Y = Ranking• X = User’s search term• F = Off-page factors (70%)– Inbound links– Anchor text– Bounce rate(?)
• N = On-site factors (30%)– Text on page, keyword density, URL, domain name– Meta tags, H1, titles, HTML validation, img alt text– +190 other factors… page load speed, domain age,
page footprint growth, content freshness
Rankings: SERP Monitoring
Traffic
• Traffic volume determined by…– Number of keywords your site can be found by• Pages in the index
– Search popularity of your keywords– Click through rate on your listings in the SERPs
• Traffic quality– Tire kickers or buyers?– Conversion rate by source
10
8
6
4
2
Traffic By Search Ranking
Data from http://www.seo-scoop.com/2006/08/09/aol-data-reveals-how-top-10-position-affects-ctr/
What is BuzzStream?