wordcamp 2012 presentation
DESCRIPTION
IS THIS RELATIONSHIP RIGHT FOR YOU? - Tools and Methods for Evaluating RelationshipsTRANSCRIPT
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IS THIS RELATIONSHIP RIGHT FOR YOU?
Tools and Methods for Evaluating Relationships
Glenn Walker@walkergv
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WHO ARE YOU ANYWAY
• Partner @ Local Digital Marketing Agency
• A Developer and Web Designer (Wordpress - Yeah!)
• My specialties are Paid Online Marketing and Analysis
• Fond of Number Crunching
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HOOUSEKEEPING &FORMALITIES
• Not very Wordpressy• No Live Coding• http://tikodigital.com/
blog
• Philosophy
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HEALTHY RELATIONSHIPS REQUIRES GIVE
AND TAKE.
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YOU ARE A GIVER A CARING NURTURER
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@walkergv
RELATIONSHIPS WITH READERS
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@walkergv
GIVE LOVE TO RECEIVE LOVE
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@walkergv
WHAT RELATIONSHIP DO YOU WANT?
100 Friends
80 Followers
3 Followers
7 Followers
Small Niche Blogger
67 Thousand Followers
INFLUENCER!
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I’M A GIVER, A CARING NURTURER
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@walkergv
WAYS TO ANALYZE CONTENT SUCCESS
• COUNT SOCIAL SHARES (GOOD)• QUALITY OF SOCIAL SHARES (BETTER)– Large Engaged Audience– Gets Retweets
• NUMBER OF BACKLINKS ( MORE LATER )• COMPARE YOURSELF TO OTHERS• FACEBOOK IS SOCIAL (BIG BUT CLOSED)• TWITTER IS MEDIA AND OPEN ( FOR
NOW )
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@walkergv
TOPSY.COM – QUICK WAY TO EVALUATE TWITTER SHARES
BIG FOLLOWER COUNTS Following More than they are followed.
ME! – 136 Followers (yeah me!)
OWNER OF PPC ASSOCIATES Respected Well Known Guy & Good Audience
MY FRIEND TODD – Works at PPC AssociatesDoes have 5000K Followers – Highly engaged
REAL PERSON – 100 Followers
REAL PERSON – 36 Followers
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@walkergv
HONEST SELF EXAMINATION
• ENGAGED FEW PEOPLE OUTSIDE THE COMPANY (PPC ASSOCIATES)
• NO RETWEETS, FEW TWEETS FROM INFLUENCERS*
• LOOKED LIKE I GOT SOME LOVE BUT NOT MUCH
• CONTENT WAS NOT THAT SUCCESSFUL
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WE ALL WANT MORE LOVE
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@walkergv
Y U GET SO MUCH LOVE?
THERESA BAIOCCO51 TWEETS30 LIKES27 PLUSSESSSES…10 INSHARES
TWEETED BY@Bryan Eisenberg (24K)World Leader in CRO
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@walkergv
WHATS SHE GOT ANYWAY?
• BETTER HEADLINE • POPULAR INDUSTRY TERM – Conversion Rate
Optimization• TOP 10 STYLE – 3 Things That
• LOTS OF ATTRACTIVE VISUALS• YOUTUBE VIDEO• SCREEN SHOTS
• CONVERSATIONAL TONE IN WRITING“Next, configure those goals in analytics so you can measure the completion rate. Most people who have installed analytics have not configured their goals. Have you?- If not, do that now.- I’ll wait.”
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@walkergv
TERESA, Y U SO SMART?
RIGHT FROM HER ARTICLE, ARGHHH
• DEFINE KEY PERFORMANCE INDICATORS
• FIGURE OUT WHAT’S PREVENTING PEOPLE FROM DOING (X) ON YOUR SITE
• TEST FOR IMPROVEMENT
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@walkergv
WHY TWITTER IS AWESOME
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ENVY ISN’T ALWAYS BAD
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@walkergv
BOOK RECOMMENDATION
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@walkergv
TAKE ANOTHER KICK AT THE CAT
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@walkergv
DON’T BE INSANE. CHANGE AND ADJUST
• BETTER HEADLINE • POPULAR INDUSTRY TERM – PPC (Pay Per Click)• TOP 10 STYLE – (Steal Like an Artist)
• ATTRACTIVE VISUALS• Friendly Shot of My Dog (Lilly is so cute!)• Charts and Graphs
• CONVERSATIONAL WRITING TONE• “Say you owned a small pet store, and you wanted to expand into pet grooming.
You found out from a reliable friend in the pet-grooming business the next town over that she advertises using local pay-per-click ads. It just so happens that a groomer friend is looking for a weekend job to pay some bills, and you wouldn’t mind making a few extra bucks, especially since your store is already open from 8am-4pm on weekends.”
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@walkergv
MORE SHARES (GOOD)POST 1
POST 2
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@walkergv
BACK TO TOPSY.COM – MORE ENGAGEMENT (Better!)
Blue train (7.2K Followers)
ME! – 136 Followers (yeah me!)
TODD – (6K Followers)
Owner of PPC Associates (5K Followers)
Lyena Solomon– (2.3K Followers)
David Szetela– (62.1K Followers)
Image Minded – 3K Followers
Kent Lewis – (36.6K Followers)
Real Person
Real Person
Real Person
Real Person
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@walkergv
HONEST SELF EXAMINATION
• 4X MORE FB LIKES and INSHARES
• TWEETS FROM INFLUENCERS OUTSIDE COMPANY
• COMPLIMENTS FROM FRIENDS (EGO STROKE!)
• CONTENT WAS INCREMENTALLY BETTER ENGAGED
• TERESA, I AM COMING FOR YOU! (IN A NICE WAY)
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RELATIONSHIPS ARE
HARD WORK
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JUDGEMENT IS EASY!
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@walkergv
GOOD ANALYSIS
• DEFINE YOUR GOAL (I WANT MORE PROPLE TO ENGAGE MY CONTENT)
• FIGURE OUT WHAT YOU WANT?(I WANT TO SHARE MY IDEAS ON WEB DESIGN)
• FIND OTHERS WHO DO IT WELL(PICK A MARK AND STEAL)
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@walkergv
THE MARK
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@walkergv
NOTE: DON’T PUT A BULLSEYE ON ANOTHER MAN’S WIFE. I’M OLD SCHOOL LIKE THAT
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@walkergv
WHY PAPER LEAF?
• THEY SEEM TO DO IT WELL
• TALK ABOUT MANY OF THE THINGS I WANT TO TALK ABOUT (DESIGN WEB & OTHERWISE)
• PASS THE SNIFF TEST (HAVE TO START SOMEWHERE)
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GATHER INFORMATION (LOTS OF IT)
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@walkergv
YOU COULD BROWSE EVERY PAGE, OBSERVE AND TAKE NOTES.
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@walkergv
USEFUL FACT: COMPUTERS ARE REALLY GOOD AT
GATHERING AND PROCESSING DATA.
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@walkergv
FREE TOOLS FOR SPIDERING
SCREAMING FROG SEO SPIDER (FREE & PRO VERSIONS)(WIN, MAC AND LINUX – JAVA)XENU LINK SLEUTH (FREE BUT LESS FRIENDLY)
INTEGRITY FOR MAC(DUNNO – NOT MY BAG)
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@walkergv
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@walkergv
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@walkergv
WHAT DO WE HAVE HERE?
A LIST OF 262 PAPER LEAF’S BLOG POSTS
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COLLECT ALL THE LITTLE BITS
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@walkergv
WORK SMARTER NOT HARDER
MICROSOFT EXCEL SEO TOOLS FOR EXCEL (FREE ADD-IN)
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@walkergv
COLLECT SOCIAL SHARES
BUILT IN FUNCTIONS - FTW=FacebookLikes([URL])=TwitterCount([URL])=GooglePlusCount([URL])
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SORRY
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@walkergv
ADVANCED SCRAPING
USE XPATH TO PLUCK INFORMATION RIGHT OFF
THE PAGES. USE JSONPATH TO PARSE RESPONSES FROM
APIS
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@walkergv
XPATH – WTF!!!
• A QUERY LANGUAGE FOR SELECTING THE NODES OF AN XML DOCUMENT
• IT WORKS ON (X)HTML – LIKE WEB PAGES!
• SEO TOOLS FUNCTION =XPathOnUrl( [URL], XPATH)
• YOU CAN ASK FOR CONTENT OFF A WEB PAGE• COMMENTS• POSTING DATES
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@walkergv
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@walkergv
PAGE HTML XPATH
<div class=“date”>September 24, 2012
</div>//div[@class='date']
<h2 id="comments">3 Responses
</h2>//*[@id="comments"]
IT’S PRETTY LOGICAL
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@walkergv
JSONPATH TO PARSE THE API RESPONSE – HUH?
• APPLICATION PROGRAMMING INTERFACE (API)
• ALLOWS COMPUTERS TO TALK TO EACH OTHER IN A STANDARD WAY.
• MANY DIFFERENT SPECS SOME VERY COMPLEX
• WE ARE USING REALLY SIMPLE ONE!
• CALL A URL GET TEXT DOCUMENT FORMATTED A PARTICULAR WAY (JSON)
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@walkergv
SIMPLE ONE
• SEO TOOLS FUNCTION IN EXCEL=JSONPathOnUrl( [URL], JSONPTH)
• The JSON PATH WE USED WAS - $.count• RESULT WAS 27
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OWNS ALL THE LITTLE BITS
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@walkergv
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@walkergv
WHAT DO WE HAVE HERE?
• A LIST OF 262 PAPER LEAF’S BLOG POSTS
• WE HAVE THE SOCIAL OUTCOMES OF POSTS FOR OVER 3 YEARS! (3 YEARS OF B, S and T)
• WHAT WORKED FOR PAPER LEAF
• WHAT WE WILL STEAL… LIKE AN ARTIST
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@walkergv
YOU COULD DO THIS FOR SEVERAL SITES YOU ADMIRE
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CHISEL AWAY THE STONE
SO THE SCULPTURE WITHIN THE
ROCK IS REVEALED
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@walkergv
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WHAT HAVE THEY BEEN UP TO?
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Paper Leaf Posts Per Month
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@walkergv
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Paper Leaf Social SharesTwitter Google Plus Facebook
LOOK AT THE DATA A NEW WAY
NOTE: JAN 2010
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@walkergv
FILTER TO FIND MOREJUST TWEETS
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@walkergv
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@walkergv
MOST POPULAR POSTS ON TWITTER
•
• Color Theory Quick Reference Poster• How to Kern Properly: Essential Tips
& Resources• Elements of Design Quick Reference
Sheet• The Designer’s Most Important Skill
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@walkergv
LOOK TO THE BRIGHT SPOTS
Fb Likes Google+ Tweets Comments External Links630 14 246 64 843
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FIND OUT WHY IT’S POPULAR
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@walkergv
FIND OUT WHO TWEETED - TOPSY
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@walkergv
COMMENTS & POSTBACKS
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@walkergv
HOW TO FIND OUT WHO LINKED TO YOUR CONTENT
• GOOGLE QUERY (link:www.paper-leaf.com) - Sample
• GOOGLE WEBMASTER TOOLS• BING WEBMASTER TOOLS
(SHOCKINGLY GOOD)• GOOGLE ANALYTICS (referral traffic)• COMMERCIAL PRODUCTS• AHREFS.COM (MY FAVORITE)• MAJESTIC SEO• SEOMOZ – OPEN SITE EXPLORER
(FREE - 30 day Trial!)
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@walkergv
WHY WAS CT POSTER POPULAR?
• TIME, TALENT AND CAPITAL• PICKED UP BY SEVERAL HIGH PROFILE
BLOGS• webdesignledger.com• speckyboy.com
• TWEETED BY SEVERAL INFLUENTIAL PEOPLE - LIKE
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MAKE AND SHARE YOUR OWN BRIGHT SPOTS
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@walkergv
DO WHAT WORKS
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@walkergv
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SEE... IT WORKS
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@walkergv
FACT: REAL PEOPLE SHARE CONTENT AND YOU KNOW WHO THEY ARE
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@walkergv
IDEA: TELL THEM ABOUT IT
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@walkergv
@paweltkaczyk YOU LIKED MY LAST POST THOUGHT YOU MIGHT LIKE MY NEW ONE http://paper-leaf.com/awesome-poster
HELP WHAT WORKS
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@walkergv
DEAR WEB DESIGN LEDGER,
YOU LIKED MY LAST POSTER THOUGHT YOU MIGHT LIKE MY NEWEST POSTER ON DESIGN. http://paper-leaf.com/awesome-poster
THANKSJeff
HELP WHAT WORKS
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TAKE AWAYS
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@walkergv
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@walkergv
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@walkergv
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@walkergv
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@walkergv
“Early to bed, early to rise. Work like hell and advertise!”
- Ted Turner
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@walkergv
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@walkergv