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SearchLove Boston 2019 - Derek Gleason - Benchmarking Success for Client Sites, Competitors, and Industries

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There's only one KPI that every client has: more. More traffic, more leads—more of whatever metric you're reporting. Ten percent growth? Why wasn't it fifteen? Six hundred shares? Why wasn't it 1,000?

If we can't set relative, valid benchmarks, we can't set expectations. Reporting becomes a Sisyphean task.

This leads to friction with our direct contact and—critically—weakens the ability of our data to translate throughout an organization.

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SearchLove Boston 2019 - Derek Gleason - Benchmarking Success for Client Sites, Competitors, and Industries

  1. 1. Was that post a success? Benchmarking Content Performance SearchLove in Boston on June 11, 2019 @derek_gleason
  2. 2. @derek_gleason Part 1: The problem
  3. 3. @derek_gleason Part 1: The problem Part 2: Reporting
  4. 4. @derek_gleason Part 1: The problem Part 2: Reporting Part 3: Research
  5. 5. The problem Part 1
  6. 6. @derek_gleason
  7. 7. @derek_gleason Was that post a success?
  8. 8. Links, Shares, Traffic* *Comments and conversions, too
  9. 9. @derek_gleason 53 referring domains + 102 social shares
  10. 10. @derek_gleason 580 posts on TheRinger.com earned more shares in 2019.
  11. 11. @derek_gleason 1,900 this year.
  12. 12. @derek_gleason More shares than 70% of posts.
  13. 13. @derek_gleason More shares than 70% of posts. More links than 97% of posts.
  14. 14. @derek_gleason 53 RDs + 102 social shares SUCCESS
  15. 15. @derek_gleason Without context, we have one KPI.
  16. 16. @derek_gleason More.
  17. 17. @derek_gleason Up and to the right
  18. 18. @derek_gleason up and to the right
  19. 19. @derek_gleason up and to the right
  20. 20. @derek_gleason You can survive for a while.
  21. 21. @derek_gleason
  22. 22. @derek_gleason
  23. 23. @derek_gleason But eventually
  24. 24. @derek_gleason
  25. 25. @derek_gleason
  26. 26. @derek_gleason The environment
  27. 27. @derek_gleason 1. .
  28. 28. @derek_gleason 2. -volume opportunities.
  29. 29. @derek_gleason 3. Some channels ( + ) .
  30. 30. @derek_gleason We need a valid way to measure performance.
  31. 31. @derek_gleason We need a relative way to measure performance.
  32. 32. @derek_gleason We need a sustainable way to measure performance.
  33. 33. Benchmarking content performance for reporting Part 2
  34. 34. @derek_gleason Quartile dashboard.
  35. 35. Q1 Q2 Q3 Q4 @derek_gleason
  36. 36. Q1 Q2 Q3 Q4 Median @derek_gleason
  37. 37. Q1 Worse than 75% of posts @derek_gleason
  38. 38. Q2 Better than 25%, worse than 50% @derek_gleason
  39. 39. Q3 Better than 50%, worse than 25% @derek_gleason
  40. 40. Q4 Better than 75% @derek_gleason
  41. 41. Q1 Q2 Q3 Q4 @derek_gleason
  42. 42. Q1 Q2 Q3 Q4 @derek_gleason 0
  43. 43. Q1 Q2 Q3 Q4 @derek_gleason 45 1200 15
  44. 44. Q1 Q2 Q3 Q4 @derek_gleason 45 120 15,0000 15
  45. 45. Q1 Q2 Q3 Q4 @derek_gleason 120 15,000
  46. 46. Q1 Q2 Q3 Q4 Interquartile range (IQR) @derek_gleason
  47. 47. Q1 Q2 Q3 Inner fence = Q3 + (1.5 x IQR) Q4 IF @derek_gleason
  48. 48. Outer fence = Q3 + (3 x IQR) Q3 Q4 IF OF @derek_gleason
  49. 49. @derek_gleason
  50. 50. @derek_gleason
  51. 51. @derek_gleason
  52. 52. @derek_gleason
  53. 53. every post. @derek_gleason
  54. 54. @derek_gleason
  55. 55. @derek_gleason
  56. 56. Which posts improved the prior average? @derek_gleason
  57. 57. @derek_gleason
  58. 58. @derek_gleason 0 shares 3 12 6 20 26 32 45 41 84 77 65 62 57 51
  59. 59. @derek_gleason 0 shares 3 12 6 20 26 32 45 41 84 77 65 62 57 51
  60. 60. @derek_gleason 0 shares 3 12 6 20 26 32 45 41 84 77 65 62 57 51
  61. 61. @derek_gleason 0 shares 3 12 6 20 26 32 45 41 84 77 65 62 57 51
  62. 62. @derek_gleason Change-point analysis.
  63. 63. 1. Metric you care about; 2. Order of publication. @derek_gleason
  64. 64. A = Metric you care about. B = Change-point value (CUSUM) B1 = 0 B2 = B1 + (A2-AVERAGE(A:A)) B3 = B2 + (A3-AVERAGE(A:A)) B4 = B3 + (A4-AVERAGE(A:A)) @derek_gleason
  65. 65. @derek_gleason
  66. 66. @derek_gleason
  67. 67. @derek_gleason
  68. 68. @derek_gleason
  69. 69. @derek_gleason
  70. 70. @derek_gleason
  71. 71. @derek_gleason
  72. 72. @derek_gleason
  73. 73. @derek_gleason
  74. 74. @derek_gleason
  75. 75. @derek_gleason
  76. 76. @derek_gleason
  77. 77. But what about C-Suite goals? @derek_gleason
  78. 78. 1. $$$ 2. Brand @derek_gleason
  79. 79. 1. Do you have the data? @derek_gleason
  80. 80. Great! @derek_gleason
  81. 81. Too bad. @derek_gleason
  82. 82. 2. Brand-query tracking. @derek_gleason
  83. 83. . @derek_gleason
  84. 84. MetaPrescription @derek_gleason
  85. 85. We need to be a @derek_gleason
  86. 86. We want an industry- @derek_gleason
  87. 87. Okay. @derek_gleason
  88. 88. Everything is fine. @derek_gleason
  89. 89. . @derek_gleason
  90. 90. @derek_gleason Tool Brand search volume SEMRush 84,000 Moz 39,000 Ahrefs 33,000
  91. 91. @derek_gleason Tool Brand + blog search volume Moz 2,300 Ahrefs 250 SEMRush 100
  92. 92. @derek_gleason Tool Brand search volume Brand + blog search volume % Moz 39,000 2,300 5.90% Ahrefs 33,000 250 0.76% SEMRush 84,000 100 0.12%
  93. 93. SEMRush Ahrefs Moz @derek_gleason
  94. 94. SEMRush Ahrefs Moz @derek_gleason MetaPrescription
  95. 95. Benchmarking content performance for research Part 3
  96. 96. @derek_gleason Was that post a success?
  97. 97. Which post was a bigger success? @derek_gleason
  98. 98. @derek_gleason
  99. 99. @derek_gleason 132 RDs 1k shares
  100. 100. @derek_gleason 132 RDs 1k shares 96 RDs 484 shares
  101. 101. @derek_gleason 1 in 4 posts outperforms it
  102. 102. @derek_gleason 1 in 4 posts outperforms it Top-performing post of all time
  103. 103. @derek_gleason
  104. 104. @derek_gleason
  105. 105. @derek_gleason
  106. 106. @derek_gleason
  107. 107. @derek_gleason
  108. 108. @derek_gleason
  109. 109. Correlation studies assume that 100% of the outcome is based on the post. @derek_gleason
  110. 110. But most of the outcome depends on the site. @derek_gleason
  111. 111. @derek_gleason
  112. 112. The lowest Domain Rating among the top 20? @derek_gleason
  113. 113. 83 @derek_gleason
  114. 114. We want to pay less attention to mediocre content on great sites... @derek_gleason
  115. 115. and more attention to great content on any site. @derek_gleason
  116. 116. Great content outperforms the average for a given site. @derek_gleason
  117. 117. Wins above replacement (WAR). @derek_gleason
  118. 118. @derek_gleason
  119. 119. @derek_gleason
  120. 120. If this post were replaced with an average post from the site @derek_gleason
  121. 121. Links above replacement (LAR). @derek_gleason
  122. 122. Shares above replacement (SAR). @derek_gleason
  123. 123. Comments above replacement (SAR). @derek_gleason
  124. 124. [Fav metric] above replacement. @derek_gleason
  125. 125. Links above replacement (LAR). @derek_gleason
  126. 126. ahrefs.com bounteous.com briggsby.com kevin-indig.com mariehaynes.com searchwilderness.com @derek_gleason
  127. 127. Standard accounting: Top 50 posts ahrefs.com = 92% briggsby.com = 6% mariehaynes.com = 2% bounteous.com= 0% kevin-indig.com = 0% searchwilderness.com = 0%
  128. 128. Links to a post @derek_gleason average links per post LAR =
  129. 129. LAR: Top 50 posts bounteous.com= 42% ahrefs.com = 28% mariehaynes.com = 10% searchwilderness.com = 8% kevin-indig.com = 6% briggsby.com = 6%
  130. 130. hundreds of sites? @derek_gleason
  131. 131. Back-of-the-napkin LAR. @derek_gleason
  132. 132. marketing research @derek_gleason
  133. 133. 12 domains Average DR = 86
  134. 134. Links to a post @derek_gleason Total links to the domain bLAR =
  135. 135. @derek_gleason
  136. 136. Filter for RDs. @derek_gleason
  137. 137. Filter for RDs. Sort by %. @derek_gleason
  138. 138. @derek_gleason
  139. 139. @derek_gleason 21 domains Average DR = 78
  140. 140. But what if we want to control for time? @derek_gleason
  141. 141. Change-point analysis. @derek_gleason
  142. 142. 25 SEO blogs
  143. 143. What created strong communities? @derek_gleason
  144. 144. You may get dozens of comments now. But how did you get there? @derek_gleason
  145. 145. Change-point analysis to identify big winners. @derek_gleason
  146. 146. The difference between two CUSUM values is the slope. @derek_gleason
  147. 147. The largest positive slope is the most above-average performer. @derek_gleason
  148. 148. @derek_gleason
  149. 149. How do we go beyond one-hit wonders? @derek_gleason
  150. 150. Change-point analysis to identify growth periods. @derek_gleason
  151. 151. When was a series of posts consistently outperforming the average? @derek_gleason
  152. 152. Was that post a success? @derek_gleason
  153. 153. Will that post be a success? @derek_gleason
  154. 154. . Thanks. @derek_gleason
  155. 155. What did we just talk about? 1. Create a quartile dashboard. 2. Use change-point analysis to find growth periods, big winners. 3. Measure progress toward C-Suite goals via brand search volume. 4. Use LAR, SAR, etc. to control for website strength. How to benchmark content marketing performance @derek_gleason
  156. 156. Quartile dashboard sheet. Change-point analysis sheet. Resources @derek_gleason

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