Measuring Content Performance - Jon Hibbitt
-
Upload
sitevisibility -
Category
Marketing
-
view
26 -
download
0
Transcript of Measuring Content Performance - Jon Hibbitt
MEASURING CONTENT PERFORMANCEJon Hibbitt – Technical SEO Analyst@jonhibbitt
@SiteVisibility
jonhibbitt
@jonhibbitt
@SiteVisibility
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%
@SiteVisibility
WE ORGANISE #BRIGHTONSEO, EUROPE’S BIGGEST SEARCH
MARKETING CONFERENCEWhere 3.5k SEOs come to learn
how to do their jobs better.
@SiteVisibility
SITEVISIBILITY’S DIGITAL MARKETING PODCAST
@SiteVisibility
• Not easily measurable • Observations• Feedback• User testing
QUALITATIVE QUANTITATIVE• Measurable• Google Analytics• Search Console• Open Site Explorer
HOW DO WE MEASURE?
@SiteVisibility
SEO FRAMEWORK
DISCOVERYSTRATEGY
& PLANNING DELIVERYANALYSIS & REVIEW
AUDIT & STRATEGY
@SiteVisibility
TECHNICAL SEO
@SiteVisibility
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
@SiteVisibility
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
@SiteVisibility
@SiteVisibility
RANKING FACTORS 2016
@SiteVisibility
•Keywords• Links• Engagement• Traffic• Social signals
https://moz.com/blog/ranking-factors-expert-survey-2015@SiteVisibility
RANKINGS
@SiteVisibility
COMPETITORS
@SiteVisibility
RESEARCH & ANALYSEIdentify your online competitors in search
@SiteVisibility
KEYWORDS
GOOGLE SEARCH CONSOLE
@SiteVisibility
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
@SiteVisibility
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.
@SiteVisibility
KEYWORD OPPORTUNITY FINDER: GAP ANALYSIS
@SiteVisibility
WHAT QUESTIONS DO MY AUDIENCE HAVE?
@SiteVisibility http://answerthepublic.com/
INFORMATION & BLOG CONTENT
Creating content mapped to keywords to drive traffic
@SiteVisibility
Your website content
ONSITE OFFSITE
Other people’s content
ONSITE VS OFFSITE CONTENT
@SiteVisibility
ONSITE MEASUREMENT
@SiteVisibility
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/
@SiteVisibility
ONSITE MEASUREMENT
@SiteVisibility
ONSITE MEASUREMENT
Organic Traffic GA
@SiteVisibility
ONSITE MEASUREMENT
@SiteVisibility
OFFSITE MEASUREMENT
@SiteVisibility
SOCIAL MEDIA
@SiteVisibility
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/
@SiteVisibility
SOCIAL MEDIAUsing built in tools
@SiteVisibility
LINKS
@SiteVisibility
MEDIA COVERAGECreate high quality content designed to appeal to journalists
to drive traffic and generate natural links
@SiteVisibility
BACKLINKS
@SiteVisibility https://moz.com/researchtools/ose/
@SiteVisibility
OFFSITE MEASUREMENT
@SiteVisibility
OFFSITE MEASUREMENT
@SiteVisibility
GOOGLE ANALYTICS
@SiteVisibility
GOOGLE ANALYTICS – WEBSITE PERFORMANCE TRACKING
https://www.google.com/analytics/
@SiteVisibility
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.
@SiteVisibility
GOOGLE ANALYTICS PROPERLY IMPLEMENTED
@SiteVisibility
VIEWS
https://support.google.com/analytics/answer/2649553?hl=en
@SiteVisibility
SET UP 2 NEW VIEWS
https://support.google.com/analytics/answer/2649553?hl=en
@SiteVisibility
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
@SiteVisibility
CREATE & MANAGE FILTERS
https://support.google.com/analytics/answer/1034823?hl=en
@SiteVisibility
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
@SiteVisibility
EXCLUDE REFERRAL SPAM TRAFFIC
https://moz.com/blog/stop-ghost-spam-in-google-analytics-with-one-filter
@SiteVisibility
GOALS
@SiteVisibility
Tact
ics
KPIs
Segm
ents
GOAL EXAMPLES
https://support.google.com/analytics/answer/1012040?hl=en
@SiteVisibility
Tact
ics
KPIs
Segm
ents
GOAL REPORTS
@SiteVisibility
https://support.google.com/analytics/answer/1012040?hl=en#reporting_on_goals
Tact
ics
KPIs
Segm
ents
GOAL REPORTS
@SiteVisibility
CAMPAIGNS
https://support.google.com/analytics/answer/6205762?hl=en
@SiteVisibility
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
@SiteVisibility
https://support.google.com/analytics/answer/1033867?hl=en#more_information_and_examples_for_each_parameter
GOOGLE ANALYTICS TERMINOLOGY
@SiteVisibility
SESSIONS
https://www.google.co.uk/search?q=what+is+a+session+google+analytics
@SiteVisibility
PAGEVIEWS VS UNIQUE PAGEVIEWS
https://support.google.com/analytics/answer/1257084?hl=en#pageviews_vs_unique_views
@SiteVisibility
AUDIENCE BEHAVIOUR
@SiteVisibility
https://support.google.com/analytics/answer/1012034?hl=en#Behavior
SITE CONTENT
@SiteVisibility
REFERRALS
@SiteVisibility
BOUNCE RATE %
http://neilpatel.com/2015/06/11/13-ways-to-reduce-bounce-rate-and-increase-your-conversions/
@SiteVisibility
CONVERSION RATE %
Goal Conversion Rate % = Total Sessions
Total Goal Completions
https://support.google.com/analytics/topic/1631741
@SiteVisibility
GA SEGMENTS
https://support.google.com/analytics/answer/3123951?hl=en
@SiteVisibility
GA SEGMENTS
https://support.google.com/analytics/answer/3123951?hl=en
@SiteVisibility
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
@SiteVisibility
GA DASHBOARDS
https://support.google.com/analytics/answer/1068216?hl=enhttps://www.google.com/analytics/gallery/#landing/start/
@SiteVisibility
DO IT GOOGLE’S WAY
https://analyticsacademy.withgoogle.com/explorer
@SiteVisibility
ORAny time left…
ANY QUESTIONS?OR
@SiteVisibility