Why should PR people use analytics? Learn which communications initiatives are most effective, traffic patterns, trends and which customer segments are most valuable to your organization. • Common Issues with Basic Setup • Overview of the Most Important Reports • Which sources of traffic and social networks are most effective? • Which topics are connecting with your visitors? • How can you get more value from the same traffic? • How to use digital measurement to enhance influence and impact • Learn the latest methods for digital measurement and sharing comprehensive results • Translate ROI results into corporate objectives support

1. Google Analytics for PR Pros
Andy Crestodina
@crestodina

2. This is your funnel

3. This is your funnel on content…

4. “Your website is the mousetrap…
your content is the cheese.”
Barry Feldman
@FeldmanCreative

5. Traffic x Conversion Rate = Success

6. Traffic x Conversion Rate = Success

7. TOP OF THE
FUNNEL

8. Search + Social + Email = Content Marketing

9. Social Traffic

10. Email Traffic

11. Search Traffic

13. Which posts have
ranking potential?
Low hanging fruit is delicious!

14. Top content…

15. Find your traffic champions

16. The Spike and the Long Tail
Initial spike from
email marketing
and social promotion
(one week)
20 to 40 visits per day
from organic search
(months or years)

17. Posts that rank high on page two…
Queries Report with Advanced Filter for “Average Position” set to Greater than 10

18. Posts that rank high on page
two!
Queries Report with Advanced Filter for “Average Position” set to Greater than 10

19. Finding posts with ranking potential
1. View: Search Engine Optimization > Queries
2. Set Advanced Filter: “Average Position”
greater than 10
3. Sort by “Average Position”
4. Confirm the rank and the post by searching
for the phrase

20. Now for a little
on-page SEO…
Let’s indicate the relevance.

21. Use the phrase in 4 places
A. Once at the beginning of the title <title>
B. Once in the first header <h1>
C. Four to six times in the body of the page
D. Within the links to the page from other
pages on your site.

22. 1. Title: Once in the beginning
It appears above the address bar in your browser…
…and it’s the link in Google search results!

23. <<ttiittllee>>HHoomme<e/<ti/ttleit>le>

24. 2. Header: once, anywhere

25. 3. Body: 4 - 6 Times

26. Don’t be too
aggressive!

27. This stuff works…

28. The Report of
Broken Dreams

33. MIDDLE OF
THE FUNNEL

34. Optimize for
subscribers…

35. Before…
After…

36. 1900% increase. Not bad!

37. Why it works
1.Prominence
2.Promise
3.Proof

38. Call to Action Conform
#convcon @crestodina

39. GOOD

40. BAD

41. CAMPAIGN
TRACKING
Just for you, Monique!

42. Campaign Tracking

43. Campaign Tracking
Thank you, Email!

44. Google Analytics: Campaign Tracking
Source: Google URL Builder

45. Google Analytics: Campaign Tracking
http://www.site.com/email-advice
?utm_source=Oct-Newsletter
&utm_medium=email
&utm_campaign=email-advice

46. Find Your
Conversion
Champions
Which are your most compelling posts?

47. Setting Up Goals

48. Subscribers per blog post…
Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/

49. Pageviews per blog post…

50. Subscribers per page view per blog post
…well hello, champions!

51. Let’s watch that in slo-mo…

52. Now put on your traffic driving gloves…
• Put it into heavy rotation on the social streams
• Add it to your home page slideshow
• Link to it from your email signature
• Run an ad using PPC, Facebook, etc.
• Write a guest post. Link back to the page
• Include it in a roundup of your best posts
• Link to it from other high traffic pages

53. BOTTOM OF
THE FUNNEL

54. Testimonials = supportive evidence

55. Never make a testimonials page

56. “When you say it, it’s marketing…
When they say it, it’s social proof.”

57. SUBSEQUENT
CONVERSIONS

58. But wait! There’s more…

59. Subsequent Conversions…

60. Where there’s traffic, there’s hope...

62. Your Pages.
Your Funnel.
Let’s break it down.

68. source: Lead Generation Best Practices

69. #convcon @crestodina
Bottom Line.

70. HOW GOOGLE
WORKS
It’s simpler than you think.

71. This is why Google won…

72. Search Ranking Factors
Source: MOZ, 2013 Search Ranking Factors

73. links are credibility

74. more links = more credibility

75. links from credible sites =
much more credibility

76. many outgoing links =
less credibility per link

77. It’s good when the link text
Includes the target keyword.

78. but if all the links include the
target keyword, that’s bad.

79. Link Popularity / Domain Authority
20 40 60 80
#unfair

80. Check Link Popularity
Resource: Open Site Explorer

83. This
might
help…

84. Thank you!
Andy Crestodina
@crestodina
orbitmedia.com