Leveraging gShift Web Presence Analytics and Content Performance software to monitor, measure, focus, optimize and report on the performance of keywords and multichannel content campaigns.

1. @JRiddall @gShiftLabs
Measuring
The Modern Buyer’s Journey
April 4, 2018

2. @JRiddall @gShiftLabs
Agenda
• A little bit about me and gShift
• Why gShift?
• Measure and Optimize Keywords, Content and Distribution
• Key Takeaways
• Q & A

3. @JRiddall @gShiftLabs
About Yours Truly
• VP Product, gShift
• 15+ years of digital marketing, analytics
and SEO experience
• Journalism Major
• Blogger and Social Media Addict
• Hockey Dad (http://imahockeydad.com)
• Proud Manitoban #GoJetsGo
Jeff Riddall
jeff.riddall@gshiftlabs.com
@Jriddall on Twitter
JRiddall on LinkedIn
jeffriddall on Instagram
jeff-riddall on Snapchat
Jeff Riddall on Facebook
+ Jriddall on Google +

4. @JRiddall @gShiftLabs
• Founded 2009 right here in Barrie
• Web Presence Analytics for
Brands & Agencies
• Large and small customers
worldwide
• SEO, Content Marketing,
Influencer Marketing, Off-Site
Analytics
• gShift Digital Marketing Services
to assist with SEO, Content or
Influence Marketing campaigns
• gShift University – Practical Digital
Marketing Training
About gShift

5. @JRiddall @gShiftLabs
Why gShift?

6. @JRiddall @gShiftLabs
Why gShift?

7. @JRiddall @gShiftLabs
What Does Google Want?
Current, relevant, authoritative content.
Organizations need to prove to Google they
are the definitive source of whatever keywords
(products, services, content) they want to be
found for.

8. @JRiddall @gShiftLabs
What is a Web Presence?
• Encompasses all of your brand’s
digital points of presence:
– Your website
– Off-site content – blog posts,
articles, press releases
– Social media accounts and posts
– YouTube and other video networks
– Social local – Yelp, TripAdvisor
– Review sites
– Directory listings
– Paid Ads
– Influencer generated content
– Dark Social - email, messaging apps

9. @JRiddall @gShiftLabs
Measure and Optimize
• Everything is
measurable
• Google Analytics
• Google Search Console
• gShift for SEO
• gShift kontextURLs
• Social Listening

10. @JRiddall @gShiftLabs
Which Keywords

11. @JRiddall @gShiftLabs
Which Content

12. @JRiddall @gShiftLabs
Which Traffic

13. @JRiddall @gShiftLabs
“There are three objectives for
content marketing: reach,
engagement, conversion.
Define key metrics for each.”
-Michael Brenner, CEO, Marketing Insiders Group
@JRiddall @gShiftLabs

14. @JRiddall @gShiftLabs
Multi Channel Attribution
• Reach, Likes and Shares are great, but
Clicks and Conversions are better.
• Leverage Smart URLs
• Measure and monitor top performing
content, engagement over time,
engagement by channel, by influencer,
by content type, by geography
• Define and monitor conversion paths,
which may cross on-site and off-site
content
• Optimize content distribution for
maximum engagement

15. @JRiddall @gShiftLabs
gShift SEO Module
http://gshift.it/ni91x9a
kurls Multichannel Attribution
http://gshift.it/39e2upx
SEO and kurls Demos

16. @JRiddall @gShiftLabs
Key Takeaways
Web Presences are Broad
Create and distribute relevant, engaging, authoritative
content
Measure, Optimize, Report, Repeat

17. @JRiddall @gShiftLabs
Questions?
Today’s Presentation on SlideShare
#thanks
jeff.riddall@gShiftLabs.com