seo analytics - middle earth style
DESCRIPTION
No, not Frodo. His will shredded like wet toilet paper. Gollum took the lava bath, destroyed the ring, and saved everyone from a 36" Dark Lord. Does he get any credit? Nooooooo. Nine-fingered Frodo is the hero. The ladies all swoon at Legolas and Aragorn. But not poor Gollum. Internet marketers, and SEOs in particular, are a lot like Gollum: We're shunned. We don't get much sunlight. Our diet is awful. And we never get the credit for business success. It's our fault. We're good at building rankings and building traffic. But we're terrible at demonstrating the value of our work. So we fling ourselves into the lava. Every single time.TRANSCRIPT
IAN LURIE PORTENT, INC @PORTENTINT PORTENT.COM 17 YEARS
HTTP://PORTENT.CO/LOTRSEO
DATA MAKING THE
WORK FOR YOU
AKA
SEO ANALYTICS MIDDLE-EARTH STYLE
PALE GREENISH TINGE
OH GOD!!!!! Not an SEO!!!!
NO ONE BELIEVES WE DID IT
SEO Starts
REALLY?
REALLY?!!!!!!!
!"!!!!
!1,000!!
!2,000!!
!3,000!!
!4,000!!
!5,000!!
!6,000!!
!7,000!!
!8,000!!
!9,000!!
0!
5,000!
10,000!
15,000!
20,000!
25,000!
30,000!
Sep"10!
Oct"10!
Nov"10!
Dec"10
!
Jan"11!
Feb"11!
Mar"11!
Apr"11!
May"11!
Jun"11!
Jul"1
1!
Aug"11!
Sep"11!
Oct"11!
Nov"11!
Dec"11
!
Jan"12!
Feb"12!
SEO!visits!
NB!SEO!visits!
PORTENT STARTS
USE DATA TO PERSUADE
USE DATA TO CONNECT ACTION TO RESULT
DO NOT USE DATA TO CONFUSE
DO NOT LOB DATA GRENADES
HARVEST BIG BUT REPORT SMALL
1 GRADE YOURSELF
DUPLICATE DUPLICATE
404’S
200’S
INDEXED PAGES
LOAD TIME
KEYWORD DIVERSITY
DOMAIN AUTHORITY
SOCIAL
ORGANIC TRAFFIC
NON-BRANDED ORGANIC TRAFFIC
ORGANIC CONVERSIONS
HOW ARE WE DOING RIGHT NOW?
2 BUILD THE OPPORTUNITY MAP
FIND OPPORTUNITY GAPS
WHAT CAN WE ACCOMPLISH?
3 ESTIMATE DIFFICULTY
HOW HARD WILL IT BE TO GET THERE?
4 MAP ACTION TO OPPORTUNITY
WHAT MUST WE DO TO GET THERE?
We do OK for linking domains
Ugh. Our site's too small, maybe.
Oy. Our duplicationrates are way too high.
“Our content strategy must add 10 quality pages to our site each week.”
“We need to add links from sites with at least a 70 domain authority.”
“We must eliminate onsite duplication.”
5 TRACK IT ALL
HOW ARE WE DOING RIGHT NOW?
6 CREATE THE REPORT CARD
ACTION + EXECUTION = RESULT
7 DON’T REPORT ANALYZE
WHAT & WHY ASSESSMENT NEXT ACTION
“Our site had a serious duplication issue last month. That meant more indexed pages, but poorer rankings. As a result, sales fell 1%. Next action: Fix the duplication issues. Potentially dump guilty parties into Mt. Doom.”
“The last blog post we did was featured on Overlord Weekly! We gained 25 inlinking domains. That hasn't kicked up the rankings yet, but it will. Next action: Figure out why that particular post attracted so much attention and adjust our strategy. Also, let folks know by publicly thanking Overlord.”
“Rankings are up. Sales are up.”
“Traffic fell 10%, but we expect it to recover.”
“Thanks to the dev team, we fixed all duplication problems. That helped boost traffic 45%.”
SOME FINAL ADVICE
DON’T FEAR
BRAG
DON’T FEAR CONTEXT
TIE ACTION TO RESULT
HARVEST BIG BUT REPORT SMALL
IAN LURIE PORTENT, INC @PORTENTINT PORTENT.COM
HTTP://PORTENT.CO/LOTRSEO