Earlier this year Jon Hibbitt, SiteVisibility's Technical SEO Analyst spoke to the Brighton and Hove chamber of commerce about content marketing and how you can measure your contents performance.

1. Jon Hibbitt – Technical SEO Analyst
@jonhibbitt
@SiteVisibility

2. jonhibbitt
@jonhibbitt
@SiteVisibility

3. ACHIEVING RESULTS
24.6% Increase in Organic Traffic YoY20.3% Increase in Organic Traffic YoY
64.8% Increase Organic Traffic YoY31.7% Increase in Organic Traffic YoYPenalty removal in Germany
Doubled market share from 0.31% to 0.63%
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4. WE ORGANISE #BRIGHTONSEO,
EUROPE’S BIGGEST SEARCH
MARKETING CONFERENCE
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5. SITEVISIBILITY’S DIGITAL
MARKETING PODCAST
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6. • Not easily measurable
• Observations
• Feedback
• User testing
QUALITATIVE
QUANTITATIV
E
• Measurable
• Google Analytics
• Search Console
• Open Site Explorer
HOW DO WE MEASURE?
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7. SEO FRAMEWORK
DISCOVER
Y
STRATEGY
&
PLANNING
DELIVERY
ANALYSIS
& REVIEW
AUDIT &
STRATE
GY
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8. TECHNICAL SEO
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9. SEO TECHNICAL AUDIT
The SEO Technical Audit examines pages on your
website, and provides clear insights into the core issues
that stop your site from achieving its full ranking
potential in search engines.
• URL Hierarchy
• URL Formatting
• Google Manual Actions
• 404 Error Response
• 404 Page Design
• Soft 404 Errors
• 5xx Server Errors
• Broken Internal Links
• Redirects
• Robots.txt
• WWW Canonicalization
• Home Page
Canonicalization
• Outbound Links
• Page Load Speed
• Duplicate Title Tags
• Long Title Tags
• Missing Title Tags
• Duplicate Meta
Descriptions
• Long Meta Descriptions
• Missing Meta
Descriptions
• Internal Duplicate
Content
• External Duplicate
Content
• H Tags
• Home Page Heading Tags
• Category Page Heading
Tags
• Product Page Heading
Tags
• Thin Content
• Home Page Text
• Category Page Text
• Product Page Text
• XML Sitemap Auto-
Discovery
• XML Sitemap Accuracy
• Google XML Sitemap
Indexation
• Internationalisation
• Inbound Links
https://moz.com/blog/technical-site-audit-for-2015
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10. SEO TECHNICAL AUDIT
DASHBOARD

11. GOOGLE SEARCH
CONSOLE
https://moz.com/blog/a-beginners-guide-to-the-google-search-console
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12. GOOGLE CHANGES
https://moz.com/google-algorithm-change
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13. RANKING FACTORS
2016
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14. • Keywords
• Links
• Engagement
• Traffic
• Social signals
https://moz.com/blog/ranking-factors-expert-survey-2015
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15. RANKINGS
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16. COMPETITORS
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17. RESEARCH & ANALYSE
Identify your online competitors in search
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18. KEYWORDS

19. GOOGLE SEARCH CONSOLE
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20. KEYWORD OPPORTUNITY
FINDER
The Keyword Opportunity Finder discovers the
keywords that you and your competitors rank
for, and finds the missing opportunities
Data Driven Marketing
10
Competitors
Up To 10,000
Keywords
• Ranking data for 10 Competitors
• Google ranking positions for up to
10,000 Keywords
• Google monthly search volume for up to
10,000 keywords
• Traffic estimation based on CTR
modelling
• Landing page data
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21. KEYWORD OPPORTUNITY FINDER:
KEYWORD DATABASE SIZE
Number of keywords found: 631
Number of monthly keyword searches: 122,750
Number of found keywords in the top 20 in
Google.co.uk:
Our Keyword Opportunity Finder finds the
keywords that you and your selected 10
competitors rank for.
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22. KEYWORD OPPORTUNITY FINDER:
GAP ANALYSIS
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23. WHAT QUESTIONS DO MY AUDIENCE HAVE?
@SiteVisibility http://answerthepublic.com/

24. INFORMATION & BLOG
CONTENT
Creating content mapped to keywords to drive traffic
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25. Your website content
ONSITE OFFSITE
Other people’s content
ONSITE VS OFFSITE CONTENT
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26. ONSITE MEASUREMENT
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27. MEASUREMENT TOOLS
https://developers.google.com/analytics/solutions/
google-analytics-spreadsheet-add-onhttp://www.analyticsedge.com/product/
Analytics Edge GA Sheets Add-on
http://supermetrics.com/
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28. ONSITE MEASUREMENT
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29. ONSITE MEASUREMENT
Organic Traffic GA
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30. ONSITE MEASUREMENT
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31. OFFSITE MEASUREMENT
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32. SOCIAL MEDIA
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33. SOCIAL LISTENING
Find out what people are saying
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http://www.meltwater.com/uk/ https://www.brandwatch.com/

34. SOCIAL MEDIA ROI
https://www.brandwatch.com/2015/03/marketing-how-to-measure-social-media-a-step-by-step-guide/
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35. SOCIAL MEDIA
Using built in tools
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36. LINKS
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37. MEDIA COVERAGE
Create high quality content designed to appeal to journalists
to drive traffic and generate natural links
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38. BACKLINKS
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https://moz.com/researchtools/ose/
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39. OFFSITE MEASUREMENT
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40. OFFSITE MEASUREMENT
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41. GOOGLE ANALYTICS
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42. GOOGLE ANALYTICS – WEBSITE
PERFORMANCE TRACKING
https://www.google.com/analytics/
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43. My Business Exists To…Tactics
Strategy: Engage
Users
KPIs
Get more leads Increase online sales
Segments
Marketing channel (search, ppc, email, social)
New vs Returning Visitors
Geography (For brick & mortar businesses)
Drive
Store
Visits
Strategy: Sell
Products
Sell Online
Recency /
Frequency
Social Shares
Drive
Blog
Engagement
Revenu
e
£
Avg.
order
value: £
Find store
location
Printed
Coupon
MEASUREMENT PLAN
https://analyticsacademy.withgoogle.com/explorer

44. EXERCISE – BUILD YOUR OWN
MEASUREMENT PLAN
TacticsKPIsSegments

45. GOOGLE ANALYTICS
MANAGEMENT
Split into 4 key
areas
1.Audit
2.Implementation
3.Monitoring
4.Reporting
1.Audits 2.Implementation
3. Monitoring4. Reporting
Ensuring your Google
Analytics account is
collecting accurate data is a
crucial starting point in
performance measurement.
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46. GOOGLE ANALYTICS PROPERLY
IMPLEMENTED
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47. VIEWS
https://support.google.com/analytics/answer/2649553?hl=en
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48. SET UP 2 NEW VIEWS
https://support.google.com/analytics/answer/2649553?hl=en
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49. EXCLUDE INTERNAL &
THIRD PARTY TEAMS
GA REPORT
C
A
B
• Include – Only X
• Exclude – X,Y,Z
E.g. Include only UK
traffic
Exclude, Me, my web
designer
https://support.google.com/analytics/answer/1033162?hl=en
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50. CREATE & MANAGE
FILTERS
https://support.google.com/analytics/answer/1034823?hl=en
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51. EXCLUDE INTERNAL
TRAFFIC
https://chrome.google.com/webstore/detail/google-analytics-opt-
out/fllaojicojecljbmefodhfapmkghcbnh?hl=en

52. EXCLUDE SPAM TRAFFIC
https://moz.com/blog/stop-ghost-spam-in-google-analytics-with-one-filter
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53. EXCLUDE REFERRAL SPAM
TRAFFIC
https://moz.com/blog/stop-ghost-spam-in-google-analytics-with-one-filter
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54. GOALS
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55. TacticsKPIsSegments
GOAL EXAMPLES
https://support.google.com/analytics/answer/1012040?hl=en
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56. TacticsKPIsSegments
GOAL REPORTS
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https://support.google.com/analytics/answer/1012040?hl=en#reporting_on_goals

57. TacticsKPIsSegments
GOAL REPORTS
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58. CAMPAIGNS
https://support.google.com/analytics/answer/6205762?hl=en
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59. CAMPAIGN TAGGING
https://support.google.com/analytics/answer/1033867?hl=en

60. CAMPAIGN TAGGING
www.sitevisibility.com/?utm_source=newsletter&utm_medium=email&utm_campaign=sitevisibility-newsletter-march-2016
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https://support.google.com/analytics/answer/1033867?hl=en#more_information_and_examples_for_each_parameter

61. GOOGLE ANALYTICS
TERMINOLOGY
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62. SESSIONS
https://www.google.co.uk/search?q=what+is+a+session+google+analytics
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63. PAGEVIEWS VS UNIQUE
PAGEVIEWS
https://support.google.com/analytics/answer/1257084?hl=en#pageviews_vs_unique_views
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64. AUDIENCE BEHAVIOUR
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https://support.google.com/analytics/answer/1012034?hl=en#Behavior

65. SITE CONTENT
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66. REFERRALS
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67. BOUNCE RATE %
http://neilpatel.com/2015/06/11/13-ways-to-reduce-bounce-rate-and-increase-your-conversions/
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68. CONVERSION RATE %
Goal Conversion Rate % =
Total Sessions
Total Goal Completions
https://support.google.com/analytics/topic/1631741
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69. GA SEGMENTS
https://support.google.com/analytics/answer/3123951?hl=en
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70. GA SEGMENTS
https://support.google.com/analytics/answer/3123951?hl=en
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71. CHANNELS
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https://support.google.com/analytics/answer/3297892?hl=en

72. NEW VS RETURNING
VISITORS
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https://support.google.com/analytics/answer/1012034?hl=en#Behavior

73. GEO

74. GA CUSTOM INTELLIGENCE
EVENTS
https://support.google.com/analytics/answer/1033021?hl=en#create
• Sessions > 50%
• Sessions < 50%
• Organic > 10%
• Goal completions
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75. GA DASHBOARDS
https://support.google.com/analytics/answer/1068216?hl=en
https://www.google.com/analytics/gallery/#landing/start/
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76. DO IT GOOGLE’S WAY
https://analyticsacademy.withgoogle.com/explorer
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77. @SiteVisibili
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78. @SiteVisibili
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