How to Track,Measure, & AdjustCorporate Blogs

• As Much As 80% of all web interactions begin with search

• 80% to 95% of all clicks on a page happen in the Organic Results

*Commercial Interactions:

*source: Datran Media

Blogging For Search

Online journal-like content, organized in reverse chronological order.

What the #$%*^* is a Blog??

So there is not much difference……

Traditional Site Blogs

Overall Traffic Trends

What Are We Measuring?

1. Traffic By Volume

2. Traffic By Keywords

3. Bounce Rate

4. Conversions

98%

How Does Blogging Help Conversion?

• You are talking their language!• Readers get to know you

– Gives a more human face to your business than a traditional website

– Provides insight into your personality & Culture– Builds trust and rapport

Still Need Traditional Conversion Tactics!

blogging success andConversion

Rules of Conversion:

• Offer a conversion point

• Set a goal

• Track results & measure success

• Adjust and test

Rules of Conversion:

What do you really want?

• What is the typical conversion for your website?

• What % of conversions typically turn into closed business?

• What keywords drive the most business

• What keywords drive the right business

Rules of Conversion:

Offer a conversion point AKA Call-to-Action (CTA)

Good:• Email sign-up• Download• Demo or free trial • Additional info request• Direct Purchase Option

blogging success andRules of Conversion:

Adjust and & test

Treat your blogs like your website, testing various conversion points

Champion and challenger is a good idea

SEO

blogging success andExample: Compendium

What Keywords Actually Drive Desirable Business?

Example: CTA’s

Example: Version Testing

Website vs. Blogs

blogging success andWebsite vs. Blogs

blogging success and

Website vs. Blogs

Website vs. BlogsAvg. time on site – keyword basis

Website vs. BlogsAvg. time on site – keyword basis

Paid keywords vs. BlogsClicks per keyword

blogging success andRules of Conversion:

Other comparables:

• Compare Conversions to PPC

• Do you have the necessary landing pages or back-end data capture pieces in place?

blogging success and

Example:

• Unique landing page

• Unique lead source

Other Keyword Research Methods:

1. Analyze Site Log for highly converting keywords

2. Analyze Site Log for frequent keywords

3. Internal Site Search Analysis

4. Exploring long search phrases

5. Competitors sites

Use this for ideas on new blog titles

Contact Information:Chris BaggottCEO/Co-founderCompendium Blogwarechris@compendiumblogware.com Google – Chris Baggott