Metrics… Analysis… Action!

Click Asia Summit – Mumbai 01-2011 All Rights Reserved

The Purpose of Analytics

Gillian MuessigCo-founder and President, SEOmoz

Metrics. Metrics. Metrics.

That which is measured can be improved.

Tom Peters, 1982Also: Lord Kelvin, Edwards Demming….

MetricsStart With the Right Questions

• What is my website trying to accomplish?• Which top (1 or 2) metrics would tell me if I

am succeeding or failing?• What is the biggest threat to my success and

how would I know if it’s getting stronger?

SEOmoz’ Answers

What is my website trying to accomplish?

Sell PRO Memberships

Start With the Right Questions

Which top 1 to 2 metrics would tell me if I am succeeding or failing?

An increase or decrease in completed goals will tell us how we’re doing

SEOmoz’ Answers

What is the biggest threat to my success and how would I know if it’s getting stronger?

Gaining or losing traffic to the sign-up page and increased or decreased traffic to the site

would be key success or trouble indicators

Deeper Answers

• Increased organic traffic on: • "Learn SEO” type queries• Branded term searches• Member engagement in YOUmoz

and the blog• Signups

And Deeper Answers

• We have a globally recognized brand• We have a community of 300k SEOs.

They come for latest on SEO info

• We can’t afford to slip on either of those KPIs. They are defining qualities (USPs) and a strong advantage over competitors

The KPIs We Want to Track

• More referrals from links to our resources• More traffic from people researching SEO• More YOUmoz submissions• More blog comments• Improved engagement metrics on site• Higher sign up attempts• Higher signup completions

Negative KPIs to Track

• Decline in branded term searches• Decline in organic traffic to resource pages• Decline in time spent on the site by

YOUmoz members

Choose What to Track

• Key Performance Indicators• Follow the cash backwards• Keep an eye on the competition• Know your playing field

Just Say No!

Named After Larry Page… Not Your Ability to Rank in the SERPs

Google Says They Use PageRank to Crawl

Track Basic Industry Stats

Short Tail/Long Tail Search Stats

Short Tail/Long Tail Conversion Stats

The Search Demand Curve

AnalysisWe Track Visitors to Sections

At SEOmoz we track visitors to our top sections by weekto easily identify shifts in the data

We Track Successful Events

A portion of our micro tool usage analysis (GA)

downloads, subscriptions, sign-ups, conversions

Action!Look for Common Denominators

If your successful pages all have one or more things in common, test these things on other sections of your site to increase conversions across your whole site

Tracking SERP Rankings Is NOT InterestingDive Deeper

Conversions from Vertical Search

Local Results

Image Results in SERPs

Video Results

News & Blog Results

Shopping Results

Instant Answers

Cannibalization of the Link Graph

MMM… LINK GRAPHS ARE DELICIOUS!

The Rise of the Social Graph

Instant Answers

News Results

Real Time Results

Local Results

Image Results

MetricsHow Search Engines Work

Crawling & Indexing

Without links, the engines might never

find this page

Calculating Query-Independent Metrics

Via www.opensiteexplorer.org

Domain Authority

Link Authority

links from

mozTrust

• How trusted is your website?– Offline trust: famous brand/name– Online trust: what’s the level of spam?

• What kind of sites link to your website?• Who do you link to?• Who else is hosted on your server? (neighborhood)• Do you practice shady SEO or helpful SEO?

The Concept of TrustRank

AnalysisNOW… Follow the Money

AIDA Funnel

How You Welcome Your Customers

Track the Winners

Track the Winners

• How many visits before conversion?• What did they do during each visit?• How many pages on site before conversion?• Which pages... on which visits?• How much time on which pages?

Track the Losers

• On which page did you scare them off?• When did they give up?• How long before they gave up?

Action!What You Gonna Do About It?

www.seomoz.org

Focus on the Money

• Your best customers buy a lot and do it often• Get more of them… do more of what you’re

doing right

Improve the Outcomes

Test Your TouchPoints

• Change your selling touch points & style– Google, Yahoo, Bing, – Facebook, LinkedIn, Twitter, Orkut– Industry-specific social media groups– Country-specific social media groups– Affiliates, paid and unpaid ambassadors– Test, test, test… Then test, test, test….

Test Your Copy

• Change your ads• Change your target markets• Change your USP• Change your images• Change your colour schemes

What Makes More Money?

• Higher SERP rankings?• More images in SERPs?• YouTube videos?• More compelling copy in description tags?• More indexed pages?• ID the clog in your sales funnel and clear it

Clear Clogs in the Funnel

Metrics-Analysis-Action!

It’s the Only Way to Run a Business

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Productization

• Pay attention to your best product/service– Make it better– Make it more prominent on the site– Change the target market– Alter the pricing or pricing model– Improve the USP– Package it with something else (upsell)

Customer Service• Track Lifetime Value of Your Client

– (subscription based sales, especially!)• Ask why they’re leaving?• Improve your documentation• Say thanks for the sale – and congratulate your

customers• Keep your products fresh – constant improvement

R&D• What are customers searching for?• Why AREN’T they buying?• Build products/services/packages to suit them

Short List of Things to Track• Buyers by sales volume• Bounce rates & bounce pages• Time on page & time on site• Number of ‘saved sessions’• Improvements over time• Full sales cycle of touchpoints & onsite actions

Tracking Helpers

• Unique landing pages• Unique phone numbers• Unique email addresses• Unique coded ads (think: affiliate codes)• Unique offers / packages• Time sensitive ads

Analytics Tips You Should Be Using

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Multiple Click Attribution

Google default = last touch attribution. Use multiple custom variables to tag visitors for any number of sessions to get “first touch” attribution instead.

Easy Date Ranges

Use the date range drop down option to select a month or a week by simply clicking on the week or month.

#Easy!

Easy ComparisonsDo a comparison on a date range:

GA will show you all the data in the overview

And it will calculate the percentage of change difference for you

Get Data FasterSelect 500 (max) rowsAdd “&limit=XXXXX”

Select Export to CSV

Get ALL your data in Excel

Auto Email ItSelect: Email Schedule

Use “add to existing” to send multiple reports in 1 email

Feature is sticky: set once & GA will pull updated, same-date-range data next time

Beautiful Analytic Slides

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Reading Resources

www.seomoz.org

• http://www.seomoz.org/blog/5-simple-google-analytics-tips-you-should-be-using

• http://www.seomoz.org/blog/google-analytics-event-tracking-to-monitor-calls-to-action

• http://www.seomoz.org/learn-seo/

Thank You!

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No… REALLY!

Thank You! Use the code: CAS2011

30-day free trial SEOmoz PROwww.seomoz.org…and yes. We’ll be tracking you. :D

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