IS THIS RELATIONSHIP RIGHT FOR YOU? - Tools and Methods for Evaluating Relationships

1. IS THIS
RELATIONSHIP
RIGHT FOR YOU?
Tools and Methods
for Evaluating
Relationships
Glenn Walker
@walkergv

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

4. HOOUSEKEEPING &
FORMALITIES
• Not very Wordpressy
• No Live Coding
• http://tikodigital.com/
blog
• Philosophy

10. HEALTHY
RELATIONSHIPS
REQUIRES GIVE
AND TAKE.

11. YOU ARE A GIVER A CARING
NURTURER

12. RELATIONSHIPS WITH
READERS
@walkergv

13. GIVE LOVE TO RECEIVE
LOVE
@walkergv

14. WHAT RELATIONSHIP DO YOU
WANT?
100 Friends
80 Followers
3 Followers
Small Niche Blogger
7 Followers
67 Thousand
Followers
INFLUENCER!
@walkergv

15. I’M A GIVER, A CARING
NURTURER

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

19. WE ALL WANT MORE LOVE

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

23. WHY TWITTER IS AWESOME
@walkergv

24. ENVY ISN’T ALWAYS BAD

25. BOOK RECOMMENDATION
@walkergv

26. TAKE ANOTHER KICK AT THE CAT
@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

28. MORE SHARES (GOOD)
POST
1
POST
2
@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

31. RELATIONSHI
PS
ARE
HARD WORK

32. JUDGEMENT IS EASY!

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

34. THE MARK
@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

37. GATHER INFORMATION (LOTS OF
IT)

38. YOU COULD BROWSE EVERY PAGE,
OBSERVE AND TAKE NOTES.
@walkergv

39. USEFUL FACT: COMPUTERS ARE REALLY
GOOD AT
GATHERING AND PROCESSING DATA.
@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

41. @walkergv

42. @walkergv

43. WHAT DO WE HAVE
HERE?
A LIST OF 262 PAPER LEAF’S BLOG POSTS
@walkergv

44. COLLECT ALL THE LITTLE BITS

45. WORK SMARTER NOT
HARDER
MICROSOFT EXCEL
SEO TOOLS FOR EXCEL (FREE
ADD-IN)
@walkergv

46. COLLECT SOCIAL SHARES
BUILT IN FUNCTIONS - FTW
=FacebookLikes([URL])
=TwitterCount([URL])
=GooglePlusCount([URL])
@walkergv

47. SORRY

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

50. @walkergv

51. IT’S PRETTY LOGICAL
PAGE HTML XPATH
<div class=“date”>
September 24, 2012 //div[@class='date']
</div>
<h2 id="comments">
3 Responses //*[@id="comments"]
</h2>
@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

54. OWNS ALL THE LITTLE BITS

55. @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

59. @walkergv

60. 8
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2009
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2010
Jul
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TO?
Jun
2011
Jul
Aug
Sep
Paper Leaf Posts Per Month
Oct
Nov
Dec
Jan
Feb
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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
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2009 2010 2011 2012
@walkergv

62. FILTER TO FIND MORE
JUST TWEETS
@walkergv

63. @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

66. FIND OUT WHY IT’S POPULAR

67. FIND OUT WHO TWEETED -
TOPSY
@walkergv

68. COMMENTS & POSTBACKS
@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

71. MAKE AND SHARE YOUR OWN
BRIGHT SPOTS

72. DO WHAT WORKS
@walkergv

73. 0
50
100
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Aug
Sep
Oct
2009
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2010
Jul
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Total
Mar
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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

74. FACT: REAL PEOPLE SHARE CONTENT
AND YOU KNOW WHO THEY ARE
@walkergv

75. IDEA: TELL THEM ABOUT IT
@walkergv

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

78. TAKE AWAYS

79. @walkergv

80. @walkergv

81. @walkergv

82. @walkergv

83. “Early to bed, early to rise.
Work like hell and
advertise!”
- Ted
Turner
@walkergv

84. @walkergv

85. @walkergv