SEO Analytics - Middle Earth Style
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![Page 1: SEO Analytics - Middle Earth Style](https://reader033.fdocuments.net/reader033/viewer/2022052321/5550a2c0b4c90590208b4da0/html5/thumbnails/1.jpg)
IAN LURIE PORTENT, INC @PORTENTINT PORTENT.COM 17 YEARS
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HTTP://PORTENT.CO/LOTRSEO
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DATA MAKING THE
WORK FOR YOU
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AKA
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SEO ANALYTICS MIDDLE-EARTH STYLE
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PALE GREENISH TINGE
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OH GOD!!!!! Not an SEO!!!!
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NO ONE BELIEVES WE DID IT
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SEO Starts
REALLY?
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REALLY?!!!!!!!
!"!!!!
!1,000!!
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!5,000!!
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0!
5,000!
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25,000!
30,000!
Sep"10!
Oct"10!
Nov"10!
Dec"10
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Jan"11!
Feb"11!
Mar"11!
Apr"11!
May"11!
Jun"11!
Jul"1
1!
Aug"11!
Sep"11!
Oct"11!
Nov"11!
Dec"11
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Jan"12!
Feb"12!
SEO!visits!
NB!SEO!visits!
PORTENT STARTS
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USE DATA TO PERSUADE
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USE DATA TO CONNECT ACTION TO RESULT
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DO NOT USE DATA TO CONFUSE
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DO NOT LOB DATA GRENADES
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HARVEST BIG BUT REPORT SMALL
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1 GRADE YOURSELF
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DUPLICATE DUPLICATE
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404’S
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200’S
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INDEXED PAGES
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LOAD TIME
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KEYWORD DIVERSITY
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DOMAIN AUTHORITY
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SOCIAL
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ORGANIC TRAFFIC
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NON-BRANDED ORGANIC TRAFFIC
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ORGANIC CONVERSIONS
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HOW ARE WE DOING RIGHT NOW?
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2 BUILD THE OPPORTUNITY MAP
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FIND OPPORTUNITY GAPS
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WHAT CAN WE ACCOMPLISH?
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3 ESTIMATE DIFFICULTY
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HOW HARD WILL IT BE TO GET THERE?
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4 MAP ACTION TO OPPORTUNITY
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WHAT MUST WE DO TO GET THERE?
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We do OK for linking domains
Ugh. Our site's too small, maybe.
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Oy. Our duplicationrates are way too high.
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“Our content strategy must add 10 quality pages to our site each week.”
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“We need to add links from sites with at least a 70 domain authority.”
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“We must eliminate onsite duplication.”
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5 TRACK IT ALL
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HOW ARE WE DOING RIGHT NOW?
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6 CREATE THE REPORT CARD
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ACTION + EXECUTION = RESULT
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7 DON’T REPORT ANALYZE
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WHAT & WHY ASSESSMENT NEXT ACTION
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“Our site had a serious duplication issue last month. That meant more indexed pages, but poorer rankings. As a result, sales fell 1%. Next action: Fix the duplication issues. Potentially dump guilty parties into Mt. Doom.”
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“The last blog post we did was featured on Overlord Weekly! We gained 25 inlinking domains. That hasn't kicked up the rankings yet, but it will. Next action: Figure out why that particular post attracted so much attention and adjust our strategy. Also, let folks know by publicly thanking Overlord.”
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“Rankings are up. Sales are up.”
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“Traffic fell 10%, but we expect it to recover.”
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“Thanks to the dev team, we fixed all duplication problems. That helped boost traffic 45%.”
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SOME FINAL ADVICE
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DON’T FEAR
BRAG
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DON’T FEAR CONTEXT
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TIE ACTION TO RESULT
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HARVEST BIG BUT REPORT SMALL
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IAN LURIE PORTENT, INC @PORTENTINT PORTENT.COM
HTTP://PORTENT.CO/LOTRSEO