Analytics, Glorious Analytics SEMcamp Kyiv 2012 | All Rights Reserved Getting the Most Out of Search & Social Analytics Gillian Muessig Founding President, SEOmoz

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

Follow the Money Backwards! Choose the Right KPIs

Start by asking the Right Questions

What’s this website trying to accomplish?

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

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

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

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

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

SEOmoz’ Answers Gaining or losing traffic to the sign-up page Increased or decreased traffic to the site

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

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?

Secondary Key Performance Indicators

organic traffic on key terms "Learn SEO” type queries SEOmoz’ Answers

search suggest Branded term searches SEOmoz’ Answers

organic traffic on blog Member engagement on the Daily SEO Blog SEOmoz’ Answers

organic engagement: YOUmoz Members post UGC on YOUmoz SEOmoz’ Answers

What Are My Biggest Threats

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

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

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

The KPIs We Track

Track referrals, not “Site:” Commands Links are nice; traffic is better

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

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

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

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

KPIs We Track Higher sign up attempts Follow the money…

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

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

Negative KPIs Decline in organic traffic to resource pages

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

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

Negative KPIs Decline in YOUmoz submissions Huge red flag

Competitive Research

What does it mean for you?

Competitive Research

Just Say No! What NOT to track

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

Google Says They Use PageRank to Crawl

What Else Should You Know? Basic Industry Stats

Industry Statistics Click through rates

Short Tail/Long Tail Search Stats Industry Statistics

Short Tail/Long Tail Conversion Stats Industry Statistics

The Search Demand Curve Industry Statistics

Tracking Metrics & ROI

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

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

Dive Deeper Tracking SERP Rankings Is NOT Enough

Vertical Search Conversions

Local Results

Image Results in SERPs

Video Results

News & Blog Results

Shopping Results

Instant Answers

Social Media Metrics

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

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

Facebook Metrics Track “People Talking About This”

Facebook Metrics Track “Engaged Users”

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:

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