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MEASURING CONTENT PERFORMANCE Hibbitt – Technical SEO Analyst hibbitt @SiteVisibility
| Date post: | 10-Feb-2017 |
| Category: |
Marketing |
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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?
@SiteVisibility http://answerthepublic.com/
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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LINKS
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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
@SiteVisibility https://moz.com/researchtools/ose/
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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
ctic
s
Strategy: Engage Users
KPIs
Get more leads Increase online sales
Segm
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
Tact
ics
KPIs
Segm
ents
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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VIEWS
https://support.google.com/analytics/answer/2649553?hl=en
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SET UP 2 NEW VIEWS
https://support.google.com/analytics/answer/2649553?hl=en
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EXCLUDE INTERNAL & THIRD PARTY TEAMS
GA REPORT
C
AB
• Include – Only X• Exclude – X,Y,Z
E.g. Include only UK trafficExclude, Me, my web designer
https://support.google.com/analytics/answer/1033162?hl=en
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CREATE & MANAGE FILTERS
https://support.google.com/analytics/answer/1034823?hl=en
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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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GOALS
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Tact
ics
KPIs
Segm
ents
GOAL EXAMPLES
https://support.google.com/analytics/answer/1012040?hl=en
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Tact
ics
KPIs
Segm
ents
GOAL REPORTS
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https://support.google.com/analytics/answer/1012040?hl=en#reporting_on_goals
Tact
ics
KPIs
Segm
ents
GOAL REPORTS
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CAMPAIGNS
https://support.google.com/analytics/answer/6205762?hl=en
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CAMPAIGN TAGGING
https://support.google.com/analytics/answer/1033867?hl=en
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
https://support.google.com/analytics/answer/3123951?hl=en
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GA SEGMENTS
https://support.google.com/analytics/answer/3123951?hl=en
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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
GEO
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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