Generative Artificial Intelligence: How generative AI works.pdf
CAS2012 Analytics 1 - SEOmom
1. Analytics, Glorious Analytics
Getting the Most Out of Search & Social Analytics
Gillian Muessig
Founding President, SEOmoz
Click Asia Summit 2012 | All Rights Reserved
2. Metrics. Metrics. Metrics.
That which is measured
can be improved.
Tom Peters, 1982
Also: Lord Kelvin, Edwards Demming, Gillian Muessig….
11. SEOmoz’ Answers
Gaining or losing traffic to the sign-up page
Increased or decreased traffic to the site
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?
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
A loss of brand association as:
• Life-blood daily information source
• The place where the
industry conversation takes place
• The premier journal to publish research
• A company defined by TAGFEE
Would all constitute major threats
64. 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/
65. Social Signals Are Increasing
Page A Page B
646 links from 36 root domains 1 link from 1 root domain
2 tweets 522 tweets
http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
66. Social Signals
Page B – the
tweeted version –
ranks #1!
Page A Page B
646 links from 36 root domains 1 link from 1 root domain
2 tweets 522 tweets
http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
67. Build Your Social Community
http://mashable.com/2010/11/15/biggest-facebook-brands/
68. But…
• Those are big brands
• My message isn’t simple
• My target market is old fashioned
• My case is complicated… it’s special
69. Yup. Everybody’s Doing It
http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
70. The Vatican Gets It
“That interactivity — and the potential it brings
to the church's evangelization mission —
is behind the Vatican's new social media push,
the culmination of which will be launched at Easter
with a new… Vatican information web portal whose
contents are specifically designed to be tweeted,
posted and blogged.”
http://www.inquisitr.com/58739/pope-urges-priests-to-embrace-social-media-start-blogging/
71. The Vatican Gets It
“What we found is Facebook doesn’t just share
information, it creates community,”
“People begin
talking to each other
and sharing ideas.”
Monseignor Paul Tighe
Yahoo News, Dec 2010
77. Common Denominators
• Search your most successful pages
• Find one or more things in common
• Test these elements on other pages
• Increase conversions across your site
78. Tracking 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?
79. Track the Losers
• On which page did you scare them off?
• When did they give up?
• How long before they gave up?
80. Focus on the Money
• Your best customers buy a lot and do it often
• Get more of them by doing more of what
you’re doing right
82. Test Your TouchPoints
• Change your selling touch points & style
– Google, Yahoo, Bing,
– Facebook, LinkedIn, Twitter, Google +, Orkut
– Industry-specific social media groups
– Country-specific social media groups
– Affiliates, paid and unpaid ambassadors
– Test, test, test… Then test, test, test….
83. Test Your Copy
• Change your ads
• Change your target markets
• Change your USP
• Change your images
• Change your colour schemes
84. What Creates More Conversions?
• 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
86. 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)
87. 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
88. R&D
• What are customers searching for?
• Why AREN’T they buying?
• Build products/services/packages to suit them
89. 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
Well that is great, but honestly SEOmoz can't succeed solely on increasing PRO memberships. The truth is, there is a lot more to it than that. We have a recognized brand with expectations on it, and a community of over 300,000 people that come to us for the latest SEO information on the web. We can't afford to lose ground on either of those two. These are defining qualities of SEOmoz, and strong advantages over our competitors. So my three questions would leave me more complex answers, something like this:
The daily blog provides “life-blood” information to professionals in the search marketing industry. A decrease in visits to the blog indicates that we are slipping from “life-blood” to “interesting material”.
These are defining qualities of SEOmoz, and strong advantages over our competitors. So my three questions would leave me more complex answers, something like this: