1. Analytics, Glorious Analytics
Getting the Most Out of Search & Social Analytics
Gillian Muessig
Founding President, SEOmoz
Click Asia Summit 2012 | All Rights Reserved

2. Metrics. Metrics. Metrics.
That which is measured
can be improved.
Tom Peters, 1982
Also: Lord Kelvin, Edwards Demming, Gillian Muessig….

3. Follow the Money Backwards!
Choose the Right KPIs

4. Start by asking the Right Questions

5. What’s this website trying to accomplish?

6. SEOmoz’ Answers
Sell More PRO Memberships
Serve Current Customers
What’s my website trying to accomplish?

7. SEOmoz’ Answers
Sell More API Access
Answers may change over time
What’s my website trying to accomplish

8. Solar Impulse’ Answers
Create Awareness
Obtain Funding
Connect With Professionals
What’s my website trying to accomplish?

9. Which top metrics tell me if I am
succeeding or failing?

10. Everyone’s Answer
An increase or decrease in completed goals.
Top metrics: are we succeeding or failing?

11. SEOmoz’ Answers
Gaining or losing traffic to the sign-up page
Increased or decreased traffic to the site
Top metrics: are we succeeding or failing?

12. MMUair.com Answers
Top metrics: are we succeeding or failing?

13. MMUair.com Answers
Gaining or losing traffic to:
• pay-landing-fees page
• private-jet-charter-quote page
• increased or decreased traffic to the site
would be key success or trouble
indicators
Top metrics: are we succeeding or failing?

14. Secondary Key Performance Indicators

15. SEOmoz’ Answers
"Learn SEO” type queries
< or > organic traffic on key terms

16. SEOmoz’ Answers
Branded term searches
< or > search suggest

17. SEOmoz’ Answers
Member engagement on the Daily SEO Blog
< or > organic traffic on blog

18. SEOmoz’ Answers
Members post UGC on YOUmoz
< or > organic engagement: YOUmoz

19. What Are My Biggest Threats

20. SEOmoz’ Answers
We have a globally recognized brand with a
community of ~½ a million SEOs
You come for latest scoop on SEO

21. SEOmoz’ Answers
We have a very strong brand associated with TAGFEE
What Are My Biggest Threats

22. SEOmoz’ Answers
A loss of brand association as:
• Life-blood daily information source
• The place where the
industry conversation takes place
• The premier journal to publish research
• A company defined by TAGFEE
Would all constitute major threats

23. The KPIs We Track

24. The KPIs We Track
Track referrals, not “Site:” Commands
Links are nice; traffic is better

25. The KPIs We Track
More traffic from people researching SEO
Newbies grow your pie

26. KPIs We Track
More blog comments
Where is the conversation taking place?

27. KPIs We Track
More YOUmoz submissions
Where is the research being published?

28. KPIs We Track
Improved engagement metrics on site
Up and to the right, folks!

29. KPIs We Track
Higher sign up attempts
Follow the money…

30. KPIs We Track
Higher signup completions
Follow the money… to the bank!

31. Negative KPIs
Decline in branded search terms
Equally important; keep an eye on them

32. Negative KPIs
Decline in organic traffic to resource pages

33. Negative KPIs
Decline in time spent on the site
Huge red flag

34. Negative KPIs
Decline in time spent on the site
Time on site

35. Negative KPIs
Decline in YOUmoz submissions
Huge red flag

36. Competitive Research

37. Competitive Research
What does it mean for you?

38. Competitive Research
http://www.aircraft-charter-world.com/airports/

39. What NOT to track
Just Say No!

40. Named After Larry Page…
Not likelihood to rank in the SERPs

41. Google Says They Use PageRank to Crawl

42. What Else Should You Know?
Basic Industry Stats

43. Industry Statistics
Click through rates

44. Industry Statistics
Short Tail/Long Tail Search Stats

45. Industry Statistics
Short Tail/Long Tail Conversion Stats

46. Industry Statistics
The Search Demand Curve

47. Choose What to Track
• Key Performance Indicators
• Follow the cash backwards
• Keep an eye on the competition
• Know your playing field

48. Tracking Metrics & ROI

49. Segmentation
At SEOmoz we track visitors to our top sections by week
to easily identify shifts in the data
We Track Visitors to Sections

50. Successful Events
downloads, subscriptions, sign-ups, conversions
A portion of our micro tool usage analysis (GA)

51. Dive Deeper
Tracking SERP Rankings Is NOT Enough

52. Vertical Search Conversions

53. Local Results

54. Image Results in SERPs

55. Video Results

56. News & Blog Results

57. Shopping Results

58. Instant Answers

59. Social Media Metrics

60. Cannibalization of the Link Graph
MMM… LINK
GRAPHS ARE
DELICIOUS!

61. Facebook Metrics
It’s not just about fans!
Likes – Comments - Shares

62. Facebook Metrics
Track “People Talking About This”

63. Facebook Metrics
Track “Engaged Users”

64. Facebook Metrics
Track “External Referrers”
Click on Reach (under Insights in your sidebar)
and scroll down to find “External Referrers.”
You’ll see a list that shows how many times
people arrived on your Facebook Page from an
external site during a selected date range.
Read: http://mashable.com/2012/01/20/facebook-metrics-marketing/

65. Social Signals Are Increasing
Page A Page B
646 links from 36 root domains 1 link from 1 root domain
2 tweets 522 tweets
http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause

66. Social Signals
Page B – the
tweeted version –
ranks #1!
Page A Page B
646 links from 36 root domains 1 link from 1 root domain
2 tweets 522 tweets
http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause

67. Build Your Social Community
http://mashable.com/2010/11/15/biggest-facebook-brands/

68. But…
• Those are big brands
• My message isn’t simple
• My target market is old fashioned
• My case is complicated… it’s special

69. Yup. Everybody’s Doing It
http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause

70. The Vatican Gets It
“That interactivity — and the potential it brings
to the church's evangelization mission —
is behind the Vatican's new social media push,
the culmination of which will be launched at Easter
with a new… Vatican information web portal whose
contents are specifically designed to be tweeted,
posted and blogged.”
http://www.inquisitr.com/58739/pope-urges-priests-to-embrace-social-media-start-blogging/

71. The Vatican Gets It
“What we found is Facebook doesn’t just share
information, it creates community,”
“People begin
talking to each other
and sharing ideas.”
Monseignor Paul Tighe
Yahoo News, Dec 2010

72. Conversion Rate Optimization
Track the Money

73. AIDA Funnel

74. How You THINK You Welcome Your Customers

75. How You Welcome Your Customers

76. Track the Winners
People who actually buy from you

77. Common Denominators
• Search your most successful pages
• Find one or more things in common
• Test these elements on other pages
• Increase conversions across your site

78. Tracking Winners
• How many visits before conversion?
• What did they do during each visit?
• How many pages on site before conversion?
• Which pages... on which visits?
• How much time on which pages?

79. Track the Losers
• On which page did you scare them off?
• When did they give up?
• How long before they gave up?

80. Focus on the Money
• Your best customers buy a lot and do it often
• Get more of them by doing more of what
you’re doing right

81. Improve the Outcomes

82. Test Your TouchPoints
• Change your selling touch points & style
– Google, Yahoo, Bing,
– Facebook, LinkedIn, Twitter, Google +, Orkut
– Industry-specific social media groups
– Country-specific social media groups
– Affiliates, paid and unpaid ambassadors
– Test, test, test… Then test, test, test….

83. Test Your Copy
• Change your ads
• Change your target markets
• Change your USP
• Change your images
• Change your colour schemes

84. What Creates More Conversions?
• Higher SERP rankings?
• More images in SERPs?
• YouTube videos?
• More compelling copy in description tags?
• More indexed pages?
• ID the clog in your sales funnel and clear it

85. Clear Clogs in this Funnel

86. Productization
• Pay attention to your best product/service
– Make it better
– Make it more prominent on the site
– Change the target market
– Alter the pricing or pricing model
– Improve the USP
– Package it with something else (upsell)

87. Customer Service
• Track Lifetime Value of Your Client
– (subscription based sales, especially!)
• Ask why they’re leaving?
• Improve your documentation
• Say thanks for the sale – and congratulate your
customers
• Keep your products fresh – constant improvement

88. R&D
• What are customers searching for?
• Why AREN’T they buying?
• Build products/services/packages to suit them

89. Short List of Things to Track
• Buyers by sales volume
• Bounce rates & bounce pages
• Time on page & time on site
• Number of ‘saved sessions’
• Improvements over time
• Full sales cycle of touchpoints & onsite actions

90. Tracking Helpers
• Unique landing pages
• Unique phone numbers
• Unique email addresses
• Unique coded ads (think: affiliate codes)
• Unique offers / packages
• Time sensitive ads

91. Beautiful Analytics Slides

94. Reading Resources
www.seomoz.org

95. • http://www.seomoz.org/blog/5-simple-
google-analytics-tips-you-should-be-using
• http://www.seomoz.org/blog/
google-analytics-event-tracking-to-
monitor-calls-to-action
• http://www.seomoz.org/learn-seo/

96. CLICKASIA12
Thank You!
• Twitter: @SEOmom
• Blog: www.seomoz.org/blog
• Email: gillian@seomoz.org
www.seomoz.org