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

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

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

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

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

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

16. search suggest Branded term searches SEOmoz’ Answers

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

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

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 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

23. The KPIs We Track

24. 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. What does it mean for you?

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

39. Just Say No! What NOT to track

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. Short Tail/Long Tail Search Stats Industry Statistics

45. Short Tail/Long Tail Conversion Stats Industry Statistics

46. The Search Demand Curve Industry Statistics

47. Tracking Metrics & ROI

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

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

50. Dive Deeper Tracking SERP Rankings Is NOT Enough

51. Vertical Search Conversions

52. Local Results

53. Image Results in SERPs

54. Video Results

55. News & Blog Results

56. Shopping Results

57. Instant Answers

58. Social Media Metrics

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

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

61. Facebook Metrics Track “People Talking About This”

62. Facebook Metrics Track “Engaged Users”

63. 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/

64. Gizmo.com

66. Thank You! www.seomoz.org PROMODO12 Twitter: @SEOmom Blog: www.seomoz.org/blog Email: gillian@seomoz.org