more traffic. more business. improve your blog with the one metric scorecard
TRANSCRIPT
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M O R E T R A F F I C
How to improve your blog with the One Metric Scorecard
RENEE GIRARD@renee_gi rard
M O R E B U S I N E S S
LINDSIE NELSON@linds iemiche
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AGENDA
Introductions
Benefits and Challenges
What is the One Metric Scorecard
How to Use the One Metric Scorecard
Traffic Acquisition Strategies
Q&A
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HELLO! I’M RENEE
Senior SEO Specialist
3+ years digital marketing experience
Google Analytics certified
WordCamp MKE Speaker
B2B, B2C, professional association
expertise
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HELLO! I’M LINDSIE
SEO Specialist
3+ years digital and corporate marketing
experience
B2B marketing expertise
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PROUD PUPPY MOMMAS
Georgia
Virginia
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QUICK SURVEY!
A Little Participation Never Hurts!
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THE SURVEY…
Why are you blogging for your corporate website?
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THE SURVEY…
Why are you blogging for your corporate website?
What metrics are you using to measure blog
performance?
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THE SURVEY…
Why are you blogging for your corporate website?
What metrics are you using to measure blog
performance?
How do you leverage those metrics?
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INTRODUCTION
Blogging Basics
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TOP BENEFITS OF BLOGGING
Brand awareness
Lead-gen
Engagement
Sales
Thought leadership
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THE CHALLENGE
How do I measure blog
performance?
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CHALLENGES OF BLOG MEASUREMENT
Not only is it difficult to choose KPIs, but once you do, it’s easy
to misinterpret past performance
Making that data actionable is the hardest part
On top of that, you need to continue growing traffic and
readership
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WHICH METRICS DO YOU
CHOOSE?!
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BLOG PERFORMANCE METRICS
Total sessions
Referral sessions
Percentage of new sessions
Average time on site
Bounce rate
Pageviews
Number of comments
Facebook Shares
Facebook Likes
Twitter Tweets
LinkedIn Shares
Google +1’s
Goal completions
Goal conversion rate
Revenue conversion rate
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A customizable dashboard that quantifies the impact of your
blogging efforts with one easy-to-understand score.
ONE METRIC SCORECARD
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ONE METRIC SCORECARD: WHAT?
One easy-to-understand metric
Internal comparison
Quick snapshot
Customizable
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ONE METRIC SCORECARD: HOW?
Data is pulled one month after
publishing
Multiple metrics evenly weighted
Math
One Score
GA
Social
On-Page
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ONE METRIC SCORECARD: HOW?
Expectations are set by historical data
= 50 Meeting Expectations
> 50 Exceeding Expectations
< 50 Not Meeting Expectations
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LET’S SEE THIS SCORECARD!
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ONE METRIC SCORECARD: DIRECTIONS
Directions and links to
complete each tab
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ONE METRIC SCORECARD: TOTAL SCORE
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ONE METRIC SCORECARD: TOTAL SCORE
Published Date for Identifying
Posts
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ONE METRIC SCORECARD: TOTAL SCORE
Author info helps identify which authors have the
highest scoring posts
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ONE METRIC SCORECARD: TOTAL SCORE
Post title can help evaluate which topics are the best
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ONE METRIC SCORECARD: TOTAL SCORE
Blog URL provides quick access for future reference
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ONE METRIC SCORECARD: TOTAL SCORE
Call To Actions provide insight into what CTAs work and
which do not
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ONE METRIC SCORECARD: SOCIAL
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ONE METRIC SCORECARD: SOCIAL
Facebook is one of the most widely used social media sites
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ONE METRIC SCORECARD: SOCIAL
Twitter is widely used and provides Google with strong social signals
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ONE METRIC SCORECARD: SOCIAL
LinkedIn is the most used social site for B2B marketers
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ONE METRIC SCORECARD: SOCIAL
Google+ is the only social platform that Google has access to, which allows it to rank pages
based on Google+ social signals
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WHERE DO I GET THE DATA?
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ONE METRIC SCORECARD: ON-PAGE
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ONE METRIC SCORECARD: ON-PAGE
Comments on the blog itself indicates interest and quality of
post
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ONE METRIC SCORECARD: GOOGLE ANALYTICS
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ONE METRIC SCORECARD: GOOGLE ANALYTICS
Number of site visits when this post was viewed
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ONE METRIC SCORECARD: GOOGLE ANALYTICS
Percentage of new users visiting this blog
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ONE METRIC SCORECARD: GOOGLE ANALYTICS
Pageviews indicate how many times the blog post
was read by visitors
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ONE METRIC SCORECARD: GOOGLE ANALYTICS
Percent of people who only looked at the blog
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ONE METRIC SCORECARD: GOOGLE ANALYTICS
How much time individuals spent on the
blog
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ONE METRIC SCORECARD: GOOGLE ANALYTICS
Number of users that came to the blog post from another website
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WHERE DO I FIND
THESE NUMBERS?
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ONE METRIC SCORECARD: CUSTOM REPORT
http://bit.ly/custom-report
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Report includes all needed
GA data in three sections
Set date range to include
one month from publishing
Filter report to include only
blog data
ONE METRIC SCORECARD: CUSTOM REPORT
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ONE METRIC SCORECARD: CUSTOM REPORT
Report includes all needed
GA data in three sections
Set date range to include
one month from publishing
Filter report to include only
blog data
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ONE METRIC SCORECARD: CUSTOM REPORT
Report includes all needed
GA data in three sections
Set date range to include
one month from publishing
Filter report to include only
blog data
ONE METRIC SCORECARD
CUSTOM REPORT
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WHAT NOW?
Blog Traffic SEO Strategies
Click Here
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Q U E S T I O N S ?
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M O R E T R A F F I C
How to improve your blog with the One Metric Scorecard
RENEE GIRARD@renee_gi rard
M O R E B U S I N E S S
LINDSIE NELSON@linds iemiche