Measuring Content Performance - Jon Hibbitt

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MEASURING CONTENT PERFORMANCEJon Hibbitt – Technical SEO Analyst@jonhibbitt

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jonhibbitt

@jonhibbitt

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ACHIEVING RESULTS

24.6% Increase in Organic Traffic YoY20.3% Increase in Organic Traffic YoY

64.8% Increase Organic Traffic YoY31.7% Increase in Organic Traffic YoYPenalty removal in Germany

Doubled market share from 0.31% to 0.63%

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WE ORGANISE #BRIGHTONSEO, EUROPE’S BIGGEST SEARCH

MARKETING CONFERENCEWhere 3.5k SEOs come to learn

how to do their jobs better.

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SITEVISIBILITY’S DIGITAL MARKETING PODCAST

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• Not easily measurable • Observations• Feedback• User testing

QUALITATIVE QUANTITATIVE• Measurable• Google Analytics• Search Console• Open Site Explorer

HOW DO WE MEASURE?

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SEO FRAMEWORK

DISCOVERYSTRATEGY

& PLANNING DELIVERYANALYSIS & REVIEW

AUDIT & STRATEGY

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TECHNICAL SEO

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SEO TECHNICAL AUDITThe SEO Technical Audit examines pages on your website, and provides clear insights into the core issues that stop your site from achieving its full ranking potential in search engines.

• URL Hierarchy• URL Formatting• Google Manual Actions• 404 Error Response• 404 Page Design • Soft 404 Errors• 5xx Server Errors• Broken Internal Links• Redirects• Robots.txt• WWW Canonicalization• Home Page Canonicalization• Outbound Links

• Page Load Speed• Duplicate Title Tags• Long Title Tags• Missing Title Tags• Duplicate Meta Descriptions• Long Meta Descriptions• Missing Meta Descriptions• Internal Duplicate Content• External Duplicate Content• H Tags• Home Page Heading Tags• Category Page Heading Tags• Product Page Heading Tags

• Thin Content• Home Page Text• Category Page Text• Product Page Text• XML Sitemap Auto-Discovery• XML Sitemap Accuracy• Google XML Sitemap

Indexation• Internationalisation• Inbound Links

https://moz.com/blog/technical-site-audit-for-2015

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SEO TECHNICAL AUDIT DASHBOARD

GOOGLE SEARCH CONSOLE

https://moz.com/blog/a-beginners-guide-to-the-google-search-console@SiteVisibility

GOOGLE CHANGES

https://moz.com/google-algorithm-change

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RANKING FACTORS 2016

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•Keywords• Links• Engagement• Traffic• Social signals

https://moz.com/blog/ranking-factors-expert-survey-2015@SiteVisibility

RANKINGS

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COMPETITORS

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RESEARCH & ANALYSEIdentify your online competitors in search

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KEYWORDS

GOOGLE SEARCH CONSOLE

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KEYWORD OPPORTUNITY FINDER

The Keyword Opportunity Finder discovers the keywords that you and your competitors rank for, and finds the missing opportunities

Data Driven

Marketing

10 Competitors

Up To 10,000

Keywords• Ranking data for 10 Competitors • Google ranking positions for up to

10,000 Keywords• Google monthly search volume for up

to 10,000 keywords• Traffic estimation based on CTR

modelling• Landing page data

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KEYWORD OPPORTUNITY FINDER: KEYWORD DATABASE SIZE

Number of keywords found: 631Number of monthly keyword searches: 122,750Number of found keywords in the top 20 in Google.co.uk:

Our Keyword Opportunity Finder finds the keywords that you and your selected 10 competitors rank for.

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KEYWORD OPPORTUNITY FINDER: GAP ANALYSIS

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WHAT QUESTIONS DO MY AUDIENCE HAVE?

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INFORMATION & BLOG CONTENT

Creating content mapped to keywords to drive traffic

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Your website content

ONSITE OFFSITE

Other people’s content

ONSITE VS OFFSITE CONTENT

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ONSITE MEASUREMENT

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MEASUREMENT TOOLS

https://developers.google.com/analytics/solutions/google-analytics-spreadsheet-add-onhttp://www.analyticsedge.com/product/

Analytics Edge GA Sheets Add-on

http://supermetrics.com/

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ONSITE MEASUREMENT

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ONSITE MEASUREMENT

Organic Traffic GA

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ONSITE MEASUREMENT

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OFFSITE MEASUREMENT

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SOCIAL MEDIA

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SOCIAL LISTENINGFind out what people are saying

@SiteVisibility http://www.meltwater.com/uk/ https://www.brandwatch.com/

SOCIAL MEDIA ROI

https://www.brandwatch.com/2015/03/marketing-how-to-measure-social-media-a-step-by-step-guide/

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SOCIAL MEDIAUsing built in tools

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MEDIA COVERAGECreate high quality content designed to appeal to journalists

to drive traffic and generate natural links

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BACKLINKS

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OFFSITE MEASUREMENT

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OFFSITE MEASUREMENT

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GOOGLE ANALYTICS

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GOOGLE ANALYTICS – WEBSITE PERFORMANCE TRACKING

https://www.google.com/analytics/

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My Business Exists To…Ta

Strategy: Engage Users

Get more leads Increase online sales

ents Marketing channel (search, ppc, email, social)

New vs Returning Visitors

Geography (For brick & mortar businesses)

Drive Store Visits

Strategy: Sell Products

Sell Online

Recency /Frequency

Social Shares

Drive Blog Engagement

Revenue£

Avg. ordervalue: £

Find storelocation

Printed Coupon

MEASUREMENT PLAN

https://analyticsacademy.withgoogle.com/explorer

EXERCISE – BUILD YOUR OWN MEASUREMENT PLAN

GOOGLE ANALYTICS MANAGEMENTSplit into 4 key areas1.Audit2. Implementation3.Monitoring4.Reporting

1.Audits 2.Implementation

3. Monitoring4. ReportingEnsuring your Google Analytics account is collecting accurate data is a crucial starting point in performance measurement.

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GOOGLE ANALYTICS PROPERLY IMPLEMENTED

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https://support.google.com/analytics/answer/2649553?hl=en

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SET UP 2 NEW VIEWS

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EXCLUDE INTERNAL & THIRD PARTY TEAMS

GA REPORT

• Include – Only X• Exclude – X,Y,Z

E.g. Include only UK trafficExclude, Me, my web designer

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CREATE & MANAGE FILTERS

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EXCLUDE INTERNAL TRAFFIC

https://chrome.google.com/webstore/detail/google-analytics-opt-out/fllaojicojecljbmefodhfapmkghcbnh?hl=en

EXCLUDE SPAM TRAFFIC

https://moz.com/blog/stop-ghost-spam-in-google-analytics-with-one-filter

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EXCLUDE REFERRAL SPAM TRAFFIC

https://moz.com/blog/stop-ghost-spam-in-google-analytics-with-one-filter

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GOAL EXAMPLES

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GOAL REPORTS

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https://support.google.com/analytics/answer/1012040?hl=en#reporting_on_goals

GOAL REPORTS

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CAMPAIGNS

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CAMPAIGN TAGGING

www.sitevisibility.com/?utm_source=newsletter&utm_medium=email&utm_campaign=sitevisibility-newsletter-march-2016

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https://support.google.com/analytics/answer/1033867?hl=en#more_information_and_examples_for_each_parameter

GOOGLE ANALYTICS TERMINOLOGY

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SESSIONS

https://www.google.co.uk/search?q=what+is+a+session+google+analytics

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PAGEVIEWS VS UNIQUE PAGEVIEWS

https://support.google.com/analytics/answer/1257084?hl=en#pageviews_vs_unique_views

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AUDIENCE BEHAVIOUR

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https://support.google.com/analytics/answer/1012034?hl=en#Behavior

SITE CONTENT

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REFERRALS

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BOUNCE RATE %

http://neilpatel.com/2015/06/11/13-ways-to-reduce-bounce-rate-and-increase-your-conversions/

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CONVERSION RATE %

Goal Conversion Rate % = Total Sessions

Total Goal Completions

https://support.google.com/analytics/topic/1631741

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GA SEGMENTS

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GA SEGMENTS

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CHANNELS

@SiteVisibility https://support.google.com/analytics/answer/3297892?hl=en

NEW VS RETURNING VISITORS

@SiteVisibility https://support.google.com/analytics/answer/1012034?hl=en#Behavior

GA CUSTOM INTELLIGENCE EVENTS

https://support.google.com/analytics/answer/1033021?hl=en#create

• Sessions > 50%• Sessions < 50%• Organic > 10%• Goal completions

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GA DASHBOARDS

https://support.google.com/analytics/answer/1068216?hl=enhttps://www.google.com/analytics/gallery/#landing/start/

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DO IT GOOGLE’S WAY

https://analyticsacademy.withgoogle.com/explorer

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ORAny time left…

ANY QUESTIONS?OR

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OR01273 733 433

grow@sitevisibility.com

www.sitevisibility.comWebsite:

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