Rand Fishkin's presentation from Searchlove & CTAConf on the missing metric marketers need -- the measure of work inputs that affect their goals. Also includes 7 tactics to potentially add to your work items in SEO, social, and CRO.
13. We Know the Right Inputs
+
More Citations
More Links
= #1!
14. We Know What Work Matters vs. Doesnât
Donât Bother Do It Every Day
Blog Post CreationManual Link Outreach
Tweaking Facebook Ads New Facebook Posts
Asking for Yelp Reviews Follow Instagram Accounts
15. Focusing on Outcome Metrics vs. Inputs Will Bring Success
This is a great
report, but it tells
me nothing about
the work that went
into improving
rankings.
20. 3) Generating Targets (aka uncovering which
inputs are required to produce successful outcomes)
Via Moz & Hubspotâs 2015 Publishing Frequency Experiment
23. Uncovering What Works is Hard
These elements might
be well correlated with
sites that tend to rank
well, but that doesnât
mean theyâre the best
investments your site can
make?
Via Mozâs 2015 Google Ranking Factors
24. The Process of
Experimentation, Failure,
& Discovery is Rarely
Embraced by Managers
or Clients.
Via Randâs Art of Product Marketing Presentation
25. We Need to Know What Works to Create Success
Via Grooveâs Blog
26. Rather Than Just Measuring
the Output of Our Various Tasks
Via Mozâs 1Metric Content Tracking System
27. I think this may be the greatest
analytics challenge facing
marketers today.
53. In our experiments, and
based on the research of
others, these tactics still
work!
Via Shaun Anderson on Hobo Web
54. #2: Create New Content Targeting Long Tail KWs
Identify keywords with
low volume, low
difficulty, and high
opportunity, for some
long tail content
creation.
55. Just a little content curation and a
tap of the publish button, and, if
you have a relevant, reasonably
established site, you can rank.
56. #3: Convert Mentions to Equity-Passing Links
Set up alerts for your brand
names, and youâll see lots of
sites that talk about you, but fail
to link, costing you traffic and
rankings.
Via Fresh Web Explorer
57. You donât necessarily need to
pay for a tool; Googleâs
temporal search will let you
find these too.
58. You can manually edit the
query string (the âtbsâ
parameter) to get as
granular as you want with
Googleâs timing.
59. When you find a mention lacking a link, leave a comment, email
the author, or use Twitter to send a ping.
61. #4: Test New Titles & Headlines On Ranking Pages
Via Distilledâs Blog
When thereâs lots of
pages using a standard
template of keyword
use, small changes can
have a big impact.
62. Identify sections of the site
that use any templated
language format in
Titles/Headlines
63. Craft a keyword list of
potential alternatives or
additions to compare
volume metrics
64. Test alterations on a
sizable section of the
relevant pages to
determine effectiveness
65. #5: Vary Social SharingAutomation & Scheduling
Via AppsWithoutCode Blog
Automating & scheduling a few more social updates
than you currently do can have big rewards.
66. Via AppsWithoutCode Blog
Choose some of your
best stuff to share.
Craft unique,
compelling updates
Bump up your
current sharing level
67. Tami Brehse ran a
process just like this,
and experienced
dramatic gains in social
following and referral
traffic
Via Tami Brehseâs Tweet Automation Post on Inbound.org
68. Moz had great success
testing and refining our
social sharing across
channels to find the
right balance of
quantity, diversity, and
repetition
69. #6:Add Related Topics to Your KW-Targeted Pages
This page looks nice, but
totally lacks the terms &
phrases needed for Google to
think itâs relevant to the
keywords Iâm targeting ï
70. Uncover the terms/phrases most
commonly used on the pages that
do rank well for a search term, and
youâve got a great starting point.
Via Related Topics Feature in Moz Analytics
71. #7: Contact Non-Converting Folks in YourAudience & Use
Their Feedback to Improve
This might be the worst landing page
Iâve ever designed. Converts ~0.11%
of visitors (and those folks already
clicked on âpricing,â suggesting
theyâre interested!)
72. I dropped a line to folks
whoâd signed in to use
the tool for free, looked at
the pricing page, but
didnât buy
73. They all said variations of the same thing â they needed to try
before theyâd buy. So we added a free trial CTA.
74. We saw dramatic, rapid
improvement. So now Iâm
going through all the other
feedback to see what we
else we can fix and tweak.
75. Every Tactic Can Be Broken Down Into:
The Work The Metrics The Goal(s)
Put up two Facebook
posts/week
Fix any broken links
Pitch a guest contribution
1X/month
Participate in three
discussion threads/week
FB shares, new
page likes, traffic
Traffic increase
Acceptance of post,
traffic driven
Traffic from
discussion site
Grow reach on &
through Facebook
Direct+search bump
Visibility to new
audience, traffic
Brand awareness,
branded search