Analytics, Glorious Analytics

SEMcamp Kyiv 2012 | All Rights Reserved

Getting the Most Out of Search & Social Analytics

Gillian MuessigFounding President, SEOmoz

Metrics. Metrics. Metrics.

That which is measured can be improved.

Tom Peters, 1982Also: 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 MembershipsServe Current Customers

SEOmoz’ Answers

What’s my website trying to accomplish

Sell More API AccessAnswers may change over time

SEOmoz’ Answers

What’s my website trying to accomplish?

Create AwarenessObtain 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?

Top metrics: are we succeeding or failing?

SEOmoz’ Answers

Gaining or losing traffic to the sign-up pageIncreased 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

< or > organic traffic on key terms

"Learn SEO” type queries

SEOmoz’ Answers

< or > search suggest

Branded term searches

SEOmoz’ Answers

< or > organic traffic on blog

Member engagement on the Daily SEO Blog

SEOmoz’ Answers

< or > 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’ AnswersWe 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

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

Competitive Research

What does it mean for you?

Competitive Research

http://www.aircraft-charter-world.com/airports/

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 weekto 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 DeeperTracking 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 MetricsIt’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: http://mashable.com/2012/01/20/facebook-metrics-marketing/

Gizmo.com

Gizmo.com

Thank You!

www.seomoz.org

PROMODO12

• Twitter: @SEOmom

• Blog: www.seomoz.org/blog

• Email: gillian@seomoz.org