Here's the second presentation I did for Heather Lloyd-Martin's SEO copywriting certificate training. In it, I go in more detail on using analytics for content marketing opportunities.

1. Come to the Geek Side:How to Use Analytics to Create Awesome Ideas for Kick-Butt Content Part 2 George Passwater http://www.georgepasswater.com Twitter:@GeorgePasswater

2. Keywords Creating a goal in GA Using “how” Webmaster tools Referrers Bad Links/Content stealing Adding tracking for social referrers Today’s Agenda

3. Keywords

4. People search on them for: Products/Services To find answers For entertainment (games, movies, etc) Find people Just research Keywords Are Important

5. Which bring in the most traffic? Are you optimizing for them? If not, would you benefit from those keywords? What’s the bounce rate for those terms? How much time do visitors spend on your site from those terms? Keywords

6. Are your squeeze pages ranking high for targeted terms? If not, why? If yes, are the conversion rates good or bad? What’s the time on page? Revisit bounce rates for low converting squeeze pages. Keywords

7. Simple Google Analytics Goal Inside Google Analytics, choose Goals Google Analytics Goals

8. Add a new goal Google Analytics Goals

9. Create URL based goal Google Analytics Goals

11. Add “how to” or “how do I” to keywords from your analytics Gather ideas from search results for content Using How

12. Go tohttps://www.google.com/webmasters/tools/ Login with Google account Register new site Prove site ownership Finish process Wait 24-48 hours for results Google Webmaster Tools

13. Referrers

14. What are they? Sites that pass visitors from their site to yours. The most common way this happens is through a link from their site to yours. Referrers

15. Look at your referring sites in GA: Are they relevant to your site? If so, how? Reach out to them and leave a comment or contact them to say thanks for the link. This could be an opportunity for future projects such as guest posting or more. Take an interest in their site and engage with their readers. Referrers

16. Look at the keyword phrases from a referrer: What are they targeting? How’s their ranking? What anchor text did they use to link to you? Look at creating your own content with ideas from them (keywords, topic, reader engagement). Referrers

17. Bad Incoming Links/ Copyscraping Look at tools to check incoming links quality or if others are stealing your content. http://www.bad-neighborhood.com/text-link-tool.htm http://www.copyscape.com Referrers

18. Referrers Tracking Social

19. Use this string to a GA custom segment to track social referrers and shortened URLs. Referrers http://www.georgepasswater.com/ga/tracksocial.txt

20. Use analytics for keyword research Use goals for more detailed metrics Use “how” to create ideas and opportunities Leverage webmaster tools Create opportunities through referrers Check for bad incoming links and content stealers Use advanced segments to measure specific traffic Takeaways

21. Thank You Twitter: @GeorgePasswater george@georgepasswater.com http://www.georgepasswater.com Email Tips Newsletter: http://bit.ly/gpemailtips