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The Metrics that MatterJon Henshaw

Raven

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Guess what doesn’t matter?

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How many Twitter followers you have

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How many people liked your page

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Your PageRank

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How many links you’ve built

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The only thing that mattersis what makes you money

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The best way to know that is touse goals, events and variables

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http://clck.io/conversions

http://clck.io/events

http://clck.io/variables

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Get everyone on the same page

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Analyze content with goals

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Popular doesn’t equal conversions

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Don’t discount unrelated,because it may be a money maker

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Turn successes into tactics

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Look for the outliers:less traffic but high conversions

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Use GWT Search Queries data

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Analyze impressions, clicks, CTRand average position

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Identify keywords and contentthat convert and then

build off those successes

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Social sharing doesn’t matter.Social sharing that converts does.

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Landing Pages + Goals +Adv Segment (social source)

tells you what you should bewriting and tweeting to make

money

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Events + Advanced Segment(social source)

can tell you how many peoplefilled out your lead forms and

which landing pages worked best

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Referrals + Goals = Opportunity

Build relationships with theSites that bring exposure and

convert

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Smart Link BuildingOld approach: Influence SERPsNew approach: Drive Exposure,

traffic and conversions

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Traffic + Goals + Built LinksBuild on those wins and makeyourself look brilliant to your

clients

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Bam!