Live from SMX Advanced: Advanced Tips and Tricks for Actionable Analytics

By Janet Driscoll Miller | Jun 13, 2013
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What should you be tracking to really know how successful your SEO is? This panel featured Mark Munroe of Inflection, Myron Rosmarin of Rosmarin Search Marketing and Angie Schottmuller of Three Deep Marketing. Search Mojo also presented a webinar on this topic last month, available here.

Myron Rosmarin

Myron started things off by discussing what the metrics are that he feels matter most in search.

What is the thing that undermines our reporting most? Information overload. He shared how information overload happens:

  • The cost to produce data has been trending towards zero
  • The filter for quality has fallen on the consumer

An informational paradox has also been created in that by having so much information we consume less of it. Think of a page with a lot of text on it versus a tagline. We like information clear and concise.

Curators, therefore, are superheroes!

What is the rising tide of SEO metrics? Between Google and Bing Webmaster Tools alone, there are 153 metrics! So what guidelines can we establish to determine what really matters?

Metrics should answer: 1) how are we doing? and 2) how can we do better?

Myron shared what he thinks should be the essentials of an SEO dashboard:

  • Success metrics
  • Discoverability
  • Relevance
  • Site quality
  • Presentation of results
  • Authority

Discoverability:

  • index stats
  • crawl errors
  • and more…

Relevance metrics include:

  • Content robustness/keywords used
  • Content quality/freshness
  • HTML improvements
  • Semantic markup
  • and more…

Site quality metrics include:

  • Crawl stats
  • Malware
  • Page speed/uptime
  • Content duplication issues
  • and more…

SERP presentation metrics include:

  • Average position
  • SERP CTR
  • Rich snippets
  • Authorship
  • and more…

Authority measurements include:

  • Domain/page authority scores via Moz
  • Internal link structures
  • and more…

Mark Munroe

Mark was up next and discussed ways to track on your site to understand better how people are interacting with the site so you can troubleshoot potential issues that may be affecting user experience. He immediately became my favorite panelist of the group since he quoted me from SMX West.

Give users what they want AND delight them. So if you want happy users with a great experience, solve the problem they have and meet their expectation.

So how do the search engines measure? Google isn’t being very clear about that per se. But Google certainly looks to see if users are happy by looking at things like hitting the back button, etc.

What can we measure to know about user happiness? Bounce rate tells us some info, but it’s not really definitive. Should SEOs or anybody care about bounce? Bounce rate really varies because of external factors and such too.

Use Google Analytics to track events for every interaction on the site. This helps you see what engagement is like on your site. But there are some limitations in Google Analytics, such as hits per day/month. You can, however, set sample rates on Google Analytics as well to combat that issue.

Angie Schottmuller

Angie rounded out the panel and focused on actionable analytics, focusing on SEO and how it works with conversion rate optimization.

For every $92 spent acquiring customers, only $1 goes towards conversion. YIKES! SEO budgets are on the rise, though.

Research Competitive Trends

See how your industry or competition is doing it.

Rethink Your Opportunities

How do SEO and CRO stack up when compared in how you approach content? Think “What are the frequently asked questions?”. You don’t have a content strategy if you haven’t thought about this and filled in the answer with content or web pages. Rethink the content strategy.

“For you to achieve your goals, visitors must first achieve theirs.” – Bryan Eisenberg

Also assess the SEO conversion funnel opportunities:

  1. Rank
  2. CTR
  3. Stick
  4. Engage
  5. Convert

Audit your SEO CRO funnel flow in analytics. Ranking isn’t good enough on its own.  Optimize organic search snippets too! Rich snippets can boost CTR by as much as 20-30%!

In the end, think about the user’s goals and what they are looking for from your site.

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