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Content Jam 2014 - Andy Crestodina - Advanced Blogger Analytics

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You’ve been blogging for years, but traffic growth is slow and leads are flat. But your Analytics are telling you what to do next. Here’s how to listen.
This session covers blog optimization for experienced bloggers, including the tactics for traffic and conversions using social media, email marketing and search optimization. Learn specific actions using Analytics and research to improve lead generation.
Key Takeaways Include:
How to get more value from the same audience
Advanced Analytics for faster list grown and higher rankings
Tips for deeper engagement and collaboration
Find topics that connect, share content with a targeted audience
Recommended for professionals with 2-5 years of experience in lead generation and content marketing.

Published in: Marketing
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Content Jam 2014 - Andy Crestodina - Advanced Blogger Analytics

  1. 1. Advanced Blogging: Analytics, Optimization & Outreach Andy Crestodina @crestodina orbitmedia.com/blog
  2. 2. The big content questions… 1. What topics? 2. Target which keyphrases? 3. Which formats? 4. Who to collaborate with? 5. Published where?
  3. 3. Bloggers v. Great Bloggers
  4. 4. CENTRAL HUB Main topic, business category RELATED SUB-TOPICS Answers to the main questions, “how to” articles SUPPORTIVE BASE Broad range of helpful, related topics Topics
  5. 5. “Why do dogs…” source: ubersuggest.org
  6. 6. Thank you, Ubersuggest!
  7. 7. Topics and Focal Distance
  8. 8. Topics and Focal Distance Why do Dogs Bark at Night? Hotels and Dogs: A Canine Guest Guide to Staying 10 Travel Tips for Dogs
  9. 9. Puppy Training: 5 Best Practices for a Good Boy! 5 Dog Training Mistakes That Will Get You Bit
  10. 10. Your Outbox is filled with blog posts…
  11. 11. The Report of Broken Dreams How is your website unsatisfying?
  12. 12. Percent Content Consumption
  13. 13. source: Avinash Kaushik
  14. 14. Find Your Conversion Champions What’s your most compelling stuff?
  15. 15. Subscribers per blog post… Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/
  16. 16. Pageviews per blog post…
  17. 17. Subscribers per page view per blog post …well hello, champions!
  18. 18. Let’s watch that in slo-mo…
  19. 19. Put On Your Traffic Driving Gloves!
  20. 20. • Put it into heavy rotation on the social streams • Add it to your home page slideshow • Link to it from your email signature • Run an ad using PPC, Facebook, etc. • Write a guest post. Link back to the page • Include it in a roundup of your best posts • Link to it from other high traffic pages
  21. 21. PRIMARY KEYPHRASE Home page targets the most competitive phrase SECONDARY KEYPHRASES product categories, services pages TERTIARY KEYPHRASES Phrases related to the problem, not the solution Keyphrases
  22. 22. PRIMARY KEYPHRASE Home page targets the most competitive phrase SECONDARY KEYPHRASES product categories, services pages TERTIARY KEYPHRASES Phrases related to the problem, not the solution Keyphrases $ $ ?
  23. 23. Find Your Traffic Champions Which pages are pulling in visitors?
  24. 24. Top content…
  25. 25. Find your traffic champions
  26. 26. The Spike and the Long Tail Initial spike from email marketing and social promotion (one week) 20 to 40 visits per day from organic search (months or years)
  27. 27. Posts that rank high on page two… Queries Report with Advanced Filter for “Average Position” set to Greater than 10
  28. 28. Posts that rank high on page two! Queries Report with Advanced Filter for “Average Position” set to Greater than 10
  29. 29. Finding posts with ranking potential 1. View: Search Engine Optimization > Queries 2. Set Advanced Filter: “Average Position” greater than 10 3. Sort by “Average Position” 4. Confirm the rank and the post by searching for the phrase
  30. 30. Indicate the Relevance It’s called “on-page” SEO
  31. 31. Use the phrase in 4 places A. Once at the beginning of the title <title> B. Once in the first header <h1> C. Four to six times in the body of the page D. Within the links to the page from other pages on your site.
  32. 32. 1. Title: Once in the beginning It appears above the address bar in your browser… …and it’s the link in Google search results!
  33. 33. <<ttiittllee>>HHoomme<e/<ti/ttleit>le>
  34. 34. 2. Header: once, anywhere
  35. 35. 3. Body: 4 - 6 Times
  36. 36. Don’t be too aggressive!
  37. 37. This stuff works…
  38. 38. Internal Linking
  39. 39. Internal Linking Opportunities!
  40. 40. How Links Work in Google Link Popularity = Authority = Rankings
  41. 41. links are credibility
  42. 42. more links = more credibility
  43. 43. links from credible sites = much more credibility
  44. 44. many outgoing links = less credibility per link
  45. 45. It’s good when the link text Includes the target keyword.
  46. 46. but if all the links include the target keyword, that’s bad.
  47. 47. Link Popularity and Domain Authority Resource: Open Site Explorer
  48. 48. Link Popularity / Domain Authority 20 40 60 80 Domain Authority Competitiveness #unfair
  49. 49. #winning
  50. 50. TEXT Search-friendly pages, long-form posts, articles VISUAL CONTENT Text plus Infographics, Slideshare, diagrams and memes MOTION & AUDIO Text plus video and podcasts Formats
  51. 51. Source: Periodic Table of Content
  52. 52. Creators CREATED BY YOU CO-CREATED WITH INFLUENCERS
  53. 53. source: Lee Odden
  54. 54. source: Lee Odden
  55. 55. YOUR SITE OTHER SITES Locations
  56. 56. The Joys of Guest Blogging aka “bylined articles”
  57. 57. Blogging vs. Guest Blogging Content = 2 Links = 0 Friends = 0 Content = 3 Links = 1 Friends = 2
  58. 58. Round Two… (better links + real connections) Content = 4 Links = 0 Friends = 0 Content = 6 Links = 2 Friends = 4
  59. 59. Round Four… Nice blog, but… This is what great content marketing looks like.
  60. 60. GUEST POSTS MY BLOG ← ← →
  61. 61. If you’re not making friends, you’re doing it wrong.
  62. 62. Great bloggers publish… 1. Related Topics 2.Variety of Keyphrases 3.Many Formats 4.With Relevant Collaborators 5. Lots of Locations
  63. 63. The Unified Theory of Content Performance questions. Optimization answers.
  64. 64. Link Link, Nudge Nudge!
  65. 65. Your Pages. Your Funnel.
  66. 66. source: Lead Generation Best Practices
  67. 67. Where there’s traffic, there’s hope...
  68. 68. Bottom Line.
  69. 69. Andy Crestodina @crestodina orbitmedia.com/blog Thank you!
  70. 70. Subsequent Conversions Anything else I can do for you?
  71. 71. But wait! There’s more…
  72. 72. Subsequent Conversions…

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