2. WHO ARE YOU
ANYWAY
• Partner @ Local Digital
Marketing Agency
• A Developer and Web
Designer (Wordpress -
Yeah!)
• My specialties are Paid
Online Marketing and
Analysis
• Fond of Number
Crunching
16. WAYS TO ANALYZE CONTENT
SUCCESS
• COUNT SOCIAL SHARES (GOOD)
• QUALITY OF SOCIAL SHARES
(BETTER)
– Large Engaged Audience
– Gets Retweets
• NUMBER OF BACKLINKS ( MORE
LATER )
• COMPARE YOURSELF TO OTHERS
• FACEBOOK IS SOCIAL (BIG BUT
CLOSED)
• TWITTER IS MEDIA AND OPEN ( FOR
@walkergv
NOW )
17. TOPSY.COM – QUICK WAY
TO EVALUATE TWITTER SHARES
BIG FOLLOWER COUNTS
Following More than they are followed.
REAL PERSON – 100 Followers
OWNER OF PPC ASSOCIATES
Respected Well Known Guy & Good
Audience
ME! – 136 Followers (yeah me!)
REAL PERSON – 36 Followers
MY FRIEND TODD – Works at PPC
Associates
Does have 5000K Followers – Highly
engaged
@walkergv
18. HONEST SELF EXAMINATION
• ENGAGED FEW PEOPLE OUTSIDE
THE COMPANY (PPC ASSOCIATES)
• NO RETWEETS, FEW TWEETS FROM
INFLUENCERS*
• LOOKED LIKE I GOT SOME LOVE BUT NOT
MUCH
• CONTENT WAS NOT THAT SUCCESSFUL
@walkergv
20. Y U GET SO MUCH LOVE?
THERESA BAIOCCO
51 TWEETS
30 LIKES
27 PLUSSESSSES…
10 INSHARES
TWEETED BY
@Bryan Eisenberg (24K)
World Leader in CRO
@walkergv
21. WHATS SHE GOT ANYWAY?
• BETTER HEADLINE
• POPULAR INDUSTRY TERM – Conversion Rate
Optimization
• TOP 10 STYLE – 3 Things That
• LOTS OF ATTRACTIVE VISUALS
• YOUTUBE VIDEO
• SCREEN SHOTS
• CONVERSATIONAL TONE IN WRITING
“Next, configure those goals in analytics so you can
measure the completion rate. Most people who have
installed analytics have not configured their goals. Have
I’ll wait.”
you?- If not, do that now.-@walkergv
22. RIGHT FROM HER ARTICLE,
ARGHHH
• DEFINE KEY PERFORMANCE INDICATORS
• FIGURE OUT WHAT’S PREVENTING PEOPLE
FROM DOING (X) ON YOUR SITE
• TEST FOR IMPROVEMENT
TERESA, Y U SO SMART?
@walkergv
27. DON’T BE INSANE. CHANGE AND
ADJUST
• BETTER HEADLINE
• POPULAR INDUSTRY TERM – PPC (Pay Per Click)
• TOP 10 STYLE – (Steal Like an Artist)
• ATTRACTIVE VISUALS
• Friendly Shot of My Dog (Lilly is so cute!)
• Charts and Graphs
• CONVERSATIONAL WRITING TONE
• “Say you owned a small pet store, and you wanted to expand into pet grooming. You
found out from a reliable friend in the pet-grooming business the next town over that
she advertises using local pay-per-click ads. It just so happens that a groomer friend is
looking for a weekend job to pay some bills, and you wouldn’t mind making a few extra
bucks, especially since your store is already open from 8am-4pm on weekends.”
@walkergv
29. BACK TO TOPSY.COM – MORE ENGAGEMENT
(Better!)
ME! – 136 Followers (yeah me!)
Image Minded – 3K Followers
Real Person
Blue train (7.2K Followers)
Real Person
Owner of PPC Associates (5K
Followers)
Real Person
Lyena Solomon– (2.3K Followers)
Real Person
Kent Lewis – (36.6K Followers)
David Szetela– (62.1K Followers)
TODD – (6K Followers)
@walkergv
30. HONEST SELF EXAMINATION
• 4X MORE FB LIKES and INSHARES
• TWEETS FROM INFLUENCERS OUTSIDE
COMPANY
• COMPLIMENTS FROM FRIENDS (EGO STROKE!)
• CONTENT WAS INCREMENTALLY BETTER
ENGAGED
• TERESA, I AM COMING FOR YOU! (IN A NICE
WAY)
@walkergv
33. GOOD ANALYSIS
• DEFINE YOUR GOAL
(I WANT MORE PROPLE TO ENGAGE MY
CONTENT)
• FIGURE OUT WHAT YOU WANT?
(I WANT TO SHARE MY IDEAS ON WEB
DESIGN)
• FIND OTHERS WHO DO IT WELL
(PICK A MARK AND STEAL)
@walkergv
35. NOTE: DON’T PUT A BULLSEYE ON ANOTHER
MAN’S WIFE. I’M OLD SCHOOL LIKE THAT
@walkergv
36. WHY PAPER LEAF?
• THEY SEEM TO DO IT WELL
• TALK ABOUT MANY OF THE THINGS I WANT TO
TALK ABOUT (DESIGN WEB & OTHERWISE)
• PASS THE SNIFF TEST (HAVE TO START
SOMEWHERE)
@walkergv
40. FREE TOOLS FOR
SPIDERING
SCREAMING FROG SEO
SPIDER (FREE & PRO
VERSIONS)
(WIN, MAC AND LINUX –
JAVA) LINK SLEUTH
XENU
(FREE BUT LESS
FRIENDLY)
INTEGRITY FOR MAC
(DUNNO – NOT MY BAG)
@walkergv
48. ADVANCED SCRAPING
USE XPATH TO PLUCK
INFORMATION RIGHT OFF THE
PAGES. USE JSONPATH TO
@walkergv
PARSE RESPONSES FROM APIS
49. XPATH – WTF!!!
• A QUERY LANGUAGE FOR SELECTING THE
NODES OF AN XML DOCUMENT
• IT WORKS ON (X)HTML – LIKE WEB PAGES!
• SEO TOOLS FUNCTION =XPathOnUrl(
[URL], XPATH)
• YOU CAN ASK FOR CONTENT OFF A WEB PAGE
• COMMENTS
• POSTING DATES
@walkergv
52. JSONPATH TO PARSE THE API
RESPONSE – HUH?
• APPLICATION PROGRAMMING INTERFACE (API)
• ALLOWS COMPUTERS TO TALK TO EACH
OTHER IN A STANDARD WAY.
• MANY DIFFERENT SPECS SOME VERY
COMPLEX
• WE ARE USING REALLY SIMPLE ONE!
• CALL A URL GET TEXT DOCUMENT FORMATTED
A PARTICULAR WAY (JSON)
@walkergv
53. SIMPLE ONE
• SEO TOOLS FUNCTION IN EXCEL
=JSONPathOnUrl( [URL], JSONPTH)
• The JSON PATH WE USED WAS - $.count
• RESULT WAS 27
@walkergv
56. WHAT DO WE HAVE
HERE?
• A LIST OF 262 PAPER LEAF’S BLOG POSTS
• WE HAVE THE SOCIAL OUTCOMES OF
POSTS FOR OVER 3 YEARS! (3 YEARS OF B,
S and T)
• WHAT WORKED FOR PAPER LEAF
• WHAT WE WILL STEAL… LIKE AN ARTIST
@walkergv
57. YOU COULD DO THIS FOR SEVERAL SITES YOU
ADMIRE
@walkergv
58. CHISEL AWAY
THE STONE
SO THE
SCULPTURE
WITHIN THE ROCK
IS REVEALED
60. 8
0
2
4
6
10
12
Aug
Sep
Oct
2009
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
2010
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
TO?
Jun
2011
Jul
Aug
Sep
Paper Leaf Posts Per Month
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
2012
Jun
Jul
Aug
Sep
Oct
WHAT HAVE THEY BEEN UP
61. LOOK AT THE DATA A NEW
WAY Paper Leaf Social Shares
Twitter Google Plus Facebook
1000
900
800 NOTE: JAN 2010
700
600
500
400
300
200
100
0
Nov
Nov
Nov
Jan
Jan
Aug
Jan
Aug
Aug
Aug
Apr
Mar
Apr
May
Mar
Apr
May
Mar
May
Sep
Feb
Sep
Dec
Feb
Sep
Feb
Sep
Dec
Dec
Jul
Jul
Jul
Jun
Jun
Jun
Oct
Oct
Oct
Oct
2009 2010 2011 2012
@walkergv
64. MOST POPULAR POSTS ON
TWITTER
• Color Theory Quick Reference Poster
• How to Kern Properly: Essential Tips &
Resources
• Elements of Design Quick Reference Sheet
• The Designer’s Most Important Skill
•
@walkergv
65. LOOK TO THE BRIGHT SPOTS
Fb Likes Google+ Tweets Comments External Links
630 14 246 64 843
@walkergv
69. HOW TO FIND OUT WHO LINKED
TO YOUR CONTENT
• GOOGLE QUERY (link:www.paper-leaf.com) -
Sample
• GOOGLE WEBMASTER TOOLS
• BING WEBMASTER TOOLS (SHOCKINGLY
GOOD)
• GOOGLE ANALYTICS (referral traffic)
• COMMERCIAL PRODUCTS
• AHREFS.COM (MY FAVORITE)
• MAJESTIC SEO
• SEOMOZ – OPEN SITE EXPLORER
(FREE - 30 day Trial!)
@walkergv
70. WHY WAS CT POSTER
POPULAR?
• TIME, TALENT AND CAPITAL
• PICKED UP BY SEVERAL HIGH PROFILE
BLOGS
• webdesignledger.com
• speckyboy.com
• TWEETED BY SEVERAL INFLUENTIAL
PEOPLE - LIKE
@walkergv
73. 0
50
100
150
200
250
300
Aug
Sep
Oct
2009
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
2010
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Total
Mar
Apr
May
Jun
2011
Jul
@walkergv
Aug
Paper Leaf Social Shares
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
2012
Jun
SEE... IT WORKS
Jul
Aug
Sep
Oct
76. HELP WHAT WORKS
@paweltkaczyk YOU LIKED MY LAST POST
THOUGHT YOU MIGHT LIKE MY NEW ONE
http://paper-leaf.com/awesome-poster
@walkergv
77. HELP WHAT WORKS
DEAR WEB DESIGN LEDGER,
YOU LIKED MY LAST POSTER THOUGHT YOU
MIGHT LIKE MY NEWEST POSTER ON DESIGN.
http://paper-leaf.com/awesome-poster
THANKS
Jeff
@walkergv
Is this Relationship Right for You? Tools for Evaluating Relationships by Glenn Walker
Many of us are publishing content andleveraging social networks other sites to build relationships (online and offline).
It would be nice to know the outcomes of our efforts – we rush in and post whatever we like without thinking about what really works.
It’s hard to know which actions and what actions to take to successfully build those relationships. Sometimes our efforts fall flat on their face.
There are lots of tools out there to evaluate relationships but it’s hard to know which actions and what actions to take to successfully build those relationships. (here to show you how I analysis to evaluate campaigns)
You can use historic data and a number of objective tools to evaluate your relationship building efforts. Before jumping in and roping that bull let’s learn how to learn more about the bull and how to use the tools.
A healthy relationship requires give and take.
We all have many types of relationships
There are many ways to gather data to evaluate success of content (looking at the like and tweet count) – give Pinterest example. – URL and bookmarklet
It’s pretty easy to evaluate how many people read your post. (Google Analytics – Yoast plugin for Google analytics) – good measure. But would be nice to know why.
Links from other sites are another good measure of success. Several tools – SeoMOz and AHREFS are two tools – SEO moz has a free 30 day trial! (Paid) Google webmaster tools and bing webmaster tools.
First Blog Post – few shares – PPC Associates
Wouldn’t it be nice to know what is being taken and given the love? (concept of social proof)
It’s pretty easy to evaluate how many people read your post. (Google Analytics – Yoast plugin for Google analytics) – good measure. But would be nice to know why.
Look at what was successful and use that as an example. –PPC Associates - Steal like an artist.
It’s pretty easy to evaluate how many people read your post. (Google Analytics – Yoast plugin for Google analytics) – good measure. But would be nice to know why.