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SearchFest 2013 - Why Tagging Matters

Date post: 24-May-2015
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Tagging Matters @rachaelgerson
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Page 1: SearchFest 2013 - Why Tagging Matters

Tagging Matters

@rachaelgerson

Page 2: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

RG, SEER Interactive & “The Search Church”

Page 3: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

@rachaelgerson, not @rachelgerson

Page 4: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Thanks

Page 5: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Original topic

DARK SOCIAL

Ooh, sexy!

Page 6: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Two titles

“How information spreads online and the danger in making decisions based on bad data.”aka“Tagging Matters”

Page 7: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Tagging?!?

Tagging is not

interesting

It’s not advanced

It’s not sexy

Is it too late to go hear

Rand?

Page 8: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Yes. Tagging.

It’s a necessary evil.

Page 9: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Small business owners

Page 10: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Small business owners

How much time & money to invest in digital marketing

Page 11: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Big businesses

Budget season

Need to letdata speak foryour agency’swork

Page 12: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Practitioner SEOs

Working hard to build RCS!

(Real Company S…tuff)

Page 13: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

What matters most to you?

?

Page 14: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

What matters most to me

My husband, my dog, my family, my team

Page 15: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

My biggest problem: Lack of time

My goal: Give each of you time back

Page 16: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Starting today, let’s all vow, no more…

Time wasted on marketing efforts that don’t work

Ongoing analysis based on data that isn’t accurate

Page 17: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

No?

Oh man, I’m so excited about

tagging URLs for my marketing!

Page 18: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Yes

How can I grow my traffic today?

Page 19: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

YES!

How can I grow my business

today?

Page 20: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

http://www.yoursite.com/?utm_source=google&utm_medium=ppc&utm_campaign=q1

Campaign SourceEx. Search engine, Newsletter name

Campaign NameName of promotion

or campaign

I want you to leave caring about tagging

Campaign SourceEx. Email, Organic, Referral

Page 21: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

I care about the tags.

You should care about what the tags mean.

Page 22: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

I care about your time

Deciding how to market

your business

Executing your

marketing efforts

Reviewing the impact

How to invest more

money & more time

next

Page 23: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

If your data is wrong…

Page 24: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Let’s be clear

I don’t care if your data is right.

Accurate data for the sake of accuracy is useless.

Page 25: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Page 26: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Would you take this deal?

You give me

I’ll give you

Page 27: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Know what sucks?

Page 28: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

You’re the Director of Marketing

Time to make some $ decisions for March

How to most effectively allocate your budget

Page 29: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

January conversion breakdown

Should you cut your email marketing budget?

Page 30: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

bit.ly/how-to-tag

Not going to tell you how to tag your links

Page 31: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Recent training

Page 32: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Remember these guys?

Page 33: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Goofus

Gallant

Page 34: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Twitter – Goofus

I find & tweet great content.

Since t.co shows up in GA, I’m doing

it right.

Page 35: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Twitter – Gallant

I tag every URL I share on twitter. I get better

data & can more accurately gauge the value of my efforts.

Page 36: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Gallant knows…

Page 37: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Gallant knows…

How to gauge his impact

Page 38: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Some simple twitter math

Let’s assume 10 hours/week

40+ hours/month

~500 hours/year

3 weeks tweeting

Page 39: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Facebook – Goofus

GA knows facebook traffic. It comes in as

facebook, even knows it’s social. I don’t need

to do anything.

Page 40: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Facebook – Gallant

I tag facebook traffic to get more information,

better accuracy, and tie campaigns across different media

Page 41: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Gallant knows…

Page 42: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Email – Goofus

I send great content out to our email list. I

don’t need to tag, since I can track in

my email platform.

Page 43: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Email – Gallant

I tag every link in my email campaigns to get the most data

possible.

Page 44: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Gallant knows…

Email can come in as Referral or Direct

Page 45: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Pinterest – Goofus

I learned months ago that you can tag links

in Pinterest, so I always do.

Page 46: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Pinterest – Gallant

I was sad when Pinterest started cutting off

parameters. Now I focus my tagging time & efforts elsewhere.

Page 47: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Organic

G&G can take a little break, GA knows

Goofus, please don’t try to mess with this

Page 48: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Paid Search – Goofus

I manage paid search from

AdWords. I don’t need GA.

Page 49: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Paid Search – Gallant

I connected AdWords & GA to share data,

then manually tagged other paid search.

Page 50: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Gallant knows…

Page 51: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Have you tagged everything?

How’s your tracking on-site?

Page 52: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Have you tagged everything?

How’s your tracking on-site?

Paid Search Landing Page

No GA code

Page 2GA code

Paid search just gave away their credit

Page 53: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Don’t give away your credit on purpose

Page 54: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Now do you think your tracking is perfect so your data’s 100% accurate?

Page 55: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

bit.ly/direct-wrong

Page 56: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Page 57: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Chat

How do we track this??

Page 58: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Text

How do we track this??

Page 59: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

The Serenity Analyst’s Prayer

Page 60: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Control the initial spread

Tag your links

Make it easy for others to share

Accept that there will always be a portion you can’t explain

Page 61: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Once everything else is “controlled”

DARK SOCIAL

Page 62: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

General tracking statement

If you’re a __________ and you’re not tracking to take your credit, your job may one day be in jeopardy.

Page 63: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Tools

Page 64: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Google’s URL builderbit.ly/url-builder

Page 65: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Downloadable tracking sheetbit.ly/ana-pros

Page 66: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Quick tag with templatesbit.ly/chrome-url-builder

Page 67: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Bitly as an ANA resource

http://www.seerinteractive.com/?utm_source=newsletter &utm_medium=email&utm_campaign=june

Shorten, customize, track

Page 68: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

bit.ly/sf-ga

Page 69: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

bit.ly/analyticshelper

Page 70: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Tag…

To save time.

To save money.

To build credibility.

To drive sales.

Page 71: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

As if your job depends on it.

Tag…

As if your business depends on it.

To get your credit. You earned it.

Page 72: SearchFest 2013 - Why Tagging Matters

@rachaelgerson

Questions?

Thank you!


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