1. Analytics, Glorious Analytics
Getting the Most Out of Search & Social Analytics
Gillian Muessig
Founding President, SEOmoz
SEMcamp Kyiv 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….

3. Follow the Money Backwards!
Choose the Right KPIs

4. Start by asking the Right Questions

5. What’s this website trying to accomplish?

6. SEOmoz’ Answers
Sell More PRO Memberships
Serve Current Customers
What’s my website trying to accomplish?

7. SEOmoz’ Answers
Sell More API Access
Answers may change over time
What’s my website trying to accomplish

8. Solar Impulse’ Answers
Create Awareness
Obtain Funding
Connect With Professionals
What’s my website trying to accomplish?

9. Which top metrics tell me if I am
succeeding or failing?

10. Everyone’s Answer
An increase or decrease in completed goals.
Top metrics: are we succeeding or failing?

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?

12. MMUair.com Answers
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?

14. Secondary Key Performance Indicators

15. SEOmoz’ Answers
"Learn SEO” type queries
< or > organic traffic on key terms

16. SEOmoz’ Answers
Branded term searches
< or > search suggest

17. SEOmoz’ Answers
Member engagement on the Daily SEO Blog
< or > organic traffic on blog

18. SEOmoz’ Answers
Members post UGC on YOUmoz
< or > organic engagement: YOUmoz

19. What Are My Biggest Threats

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

23. The KPIs We Track

24. The KPIs We Track
Track referrals, not “Site:” Commands
Links are nice; traffic is better

25. The KPIs We Track
More traffic from people researching SEO
Newbies grow your pie

26. KPIs We Track
More blog comments
Where is the conversation taking place?

27. KPIs We Track
More YOUmoz submissions
Where is the research being published?

28. KPIs We Track
Improved engagement metrics on site
Up and to the right, folks!

29. KPIs We Track
Higher sign up attempts
Follow the money…

30. KPIs We Track
Higher signup completions
Follow the money… to the bank!

31. Negative KPIs
Decline in branded search terms
Equally important; keep an eye on them

32. Negative KPIs
Decline in organic traffic to resource pages

33. Negative KPIs
Decline in time spent on the site
Huge red flag

34. Negative KPIs
Decline in time spent on the site
Time on site

35. Negative KPIs
Decline in YOUmoz submissions
Huge red flag

36. Competitive Research

37. Competitive Research
What does it mean for you?

38. Competitive Research
http://www.aircraft-charter-world.com/airports/

39. What NOT to track
Just Say No!

40. Named After Larry Page…
Not likelihood to rank in the SERPs

41. Google Says They Use PageRank to Crawl

42. What Else Should You Know?
Basic Industry Stats

43. Industry Statistics
Click through rates

44. Industry Statistics
Short Tail/Long Tail Search Stats

45. Industry Statistics
Short Tail/Long Tail Conversion Stats

46. Industry Statistics
The Search Demand Curve

47. Tracking Metrics & ROI

48. Segmentation
At SEOmoz we track visitors to our top sections by week
to easily identify shifts in the data
We Track Visitors to Sections

49. Successful Events
downloads, subscriptions, sign-ups, conversions
A portion of our micro tool usage analysis (GA)

50. Dive Deeper
Tracking SERP Rankings Is NOT Enough

51. Vertical Search Conversions

52. Local Results

53. Image Results in SERPs

54. Video Results

55. News & Blog Results

56. Shopping Results

57. Instant Answers

58. Social Media Metrics

59. Cannibalization of the Link Graph
MMM… LINK
GRAPHS ARE
DELICIOUS!

60. Facebook Metrics
It’s not just about fans!
Likes – Comments - Shares

61. Facebook Metrics
Track “People Talking About This”

62. Facebook Metrics
Track “Engaged Users”

63. 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/

64. Gizmo.com

65. Gizmo.com

66. PROMODO12
Thank You!
• Twitter: @SEOmom
• Blog: www.seomoz.org/blog
• Email: gillian@seomoz.org
www.seomoz.org