The 80/20 Rule tells us that 80% of results come from 20% of the efforts. In marketing it’s more like 90/10. Especially when it comes to content performance.Do you know which specific URLs make up your top 10%? What content hooks your audience? Which specific sources of traffic perform the best?In one hour, you’ll learn to use GA4 to discover the low hanging fruit in your marketing and which actions are the most likely to drive the biggest impact. This session covers the reports and analysis you can use to start getting better results from digital, discover which adjustments have the greatest impact on traffic and conversions …without an expensive website redesign.

1. MASTER
CLASS
CHICAGO, IL ~ MAY 3 - 4, 2023
DIGIMARCONMIDWEST.COM | #DigiMarConMidwest
Andy Crestodina
CO-FOUNDER / CMO
ORBIT MEDIA STUDIOS
Data-Driven SEO and Lead
Generation Master Class

2. Presentation Title
Subtitle
Month, #, Year
Data-Driven SEO and Lead
Generation Master Class
Using GA4 to drive traffic and demand

13. Let’s dive in

16. image source: Marco Verch, Flickr
Traffic
Conversion Rate

17. Why don’t I rank?

18. Why don’t I rank?

19. source

20. Which are our best performing
traffic sources?

24. …is an engaged session
A visit of 10+ seconds, 2+ pages
or had a conversion

25. Next Steps
…now that you know your
top traffic sources
• If it’s not working, fix it or give it up
• If it is working, double down

26. Why don’t I rank?

27. Which content is attracting
visitors from search?

29. When it works…

30. Search optimized page

31. Currently ranks #4

33. Spike from email
Short tail from social
Long tail from search

37. Next Steps
…now that you know your
top search performers
• Make more of them!
• Add calls to action to them
• Exclude them from other reports

38. Which content has rising/falling
search traffic?

41. Next Steps
…now that you see what
has declining search traffic
• Add visuals (graphics, video)
• Add contributor quotes (SMEs)
• Add supportive evidence (data, examples)
• Add formatting (subheads, bullets, etc)
• Add depth and detail
…and semantically related phrases

42. What phrases
does this article rank for?
Let’s ask Google Search Console

45. Which email campaigns
performed the best?

46. Why don’t I rank?
Email Metrics vs. Website Metrics
source: Increase Email Open Rates, Orbit Media

47. Why don’t I rank?
Email Metrics vs. Website Metrics
source: Increase Email Open Rates, Orbit Media

51. Why don’t I rank?
https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search
Take a closer look at that link…

52. Why don’t I rank?
https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search
Take a closer look at that link…

53. Why don’t I rank?
https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search
Take a closer look at that link…

54. Why don’t I rank?
https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search
Take a closer look at that link…

55. Why don’t I rank?
https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search
Take a closer look at that link…

56. Why don’t I rank?
https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search
Take a closer look at that link…

61. Why don’t I rank?
Medium
broadest origin of traffic
email
Source
Specific (branded) origin of traffic
mailchimp
Campaign Name
Specific marketing effort
april_newsletter
Campaign tracking for an email newsletter

67. Next Steps
…now that you know your
top email campaigns
• Create new campaigns that emulate
those top performers
• Simply resend the top emails
using different subject lines

68. Which social networks are
working well?

72. Next Steps
…now that you know your
top social networks
• Get active in networks
with low traffic, high engagement
• Accept the limits of networks
with high traffic, low engagement
• Double down on networks
with high traffic, high engagement

73. Which content performed best in
social media?

76. Next Steps
…now that you know your
top performing articles
in social media
• Keep promoting articles with the
highest engagement levels
• Produce more similar content
and promote it in those same channels

77. Where did this article perform
best?

81. Next Steps
…now that you know your
performance of every article
• If email or social traffic was unexpectedly
low …promote once more
• If engagement within any channel was
unexpectedly high …keep promoting

82. source: Content Promotion Strategies, Orbit Media

83. 3. Service Pages

84. Why don’t I rank?
Recently hacked
Narrowing the options
Is this cloud-based? Does it integrate with X?
What are the service level agreements?
Show uptime statistics.
Schedule a demo.
Triggers
Decision Stage
Q’s and
Objections
How we can help?
Dave, Systems Engineer
Buys technology for his financial firm.

86. Take me back to that moment when
you first realized you needed help.

87. What else did you try?
What didn’t you love about it?

88. Starting out, what was the biggest
challenge you were hoping to solve?

89. When evaluating options,
what was most important to you?

90. What can you do now (or do better)
that you couldn’t do before?

91. Why don’t I rank?
When evaluating
options, what was most
important to you?
Security was
the top priority,
then scalability.
Security
Marketing Client
Scalability

92. Why don’t I rank?
When evaluating
options, what was most
important to you?
Security was
the top priority,
then scalability.
Security
Marketing Client
Scalability

93. Why don’t I rank?
When evaluating
options, what was most
important to you?
Security was
the top priority,
then scalability.
Security
Marketing Client
Scalability

94. Why don’t I rank?
source: NN Group
Causes of User Failure

95. Why don’t I rank?
What was the biggest
challenge you were
hoping to solve?
I wanted better
insights, not just
dashboards
You already have
dashboards, but you’re
still not getting insights.
Marketing Client

96. Why don’t I rank?
What can you do now
that you couldn’t do
before?
Now I don’t have
to run that report
every time
Stop running the same
reports again and again
Marketing Client

97. Why don’t I rank?
What questions are you sick
and tired of answering?
“What if I want to
cancel my contract?”
Cancel anytime.
Marketing Sales

99. Largest text is vague
Testimonial is vague,
boring and fake
Not a real person
They’re on a separate page

100. Put your best evidence …on a rarely visited page?

101. Why don’t I rank?
Logo
Headline
Face, name,
title, company
Target keyphrase
Elements of a great testimonial

102. Why don’t I rank?
Boring, typical web copy Personal expression of purpose
“Food waste is a global problem.”
“That’s why we started this company.
We’re 100% focused on cutting waste through
predictive ordering."
Reduce Food Waste
Powerful predictive dashboards for smarter
ordering for the food service industry

103. Why don’t I rank?
Pile of unsupported
marketing claims
Page filled with evidence
source: 7 Ways to use Social Proof

105. Why don’t I rank?
1. Short descriptive headline
2. Keyword focus
3. Quick visual credibility
4. Meaningful subheads
5. Answers to top questions
6. Short paragraphs
Service Page Checklist
7. Testimonials / social proof
8. Strong supportive visuals
9. Faces of your people
10. Data and statistics
11. Clean, simple flow
12. Depth and detail (800+ words)
13. Compelling call to action

106. Why don’t I rank?
1. Short descriptive headline
2. Keyword focus
3. Quick visual credibility
4. Meaningful subheads
5. Answers to top questions
6. Short paragraphs
Service Page Checklist
7. Testimonials / social proof
8. Strong supportive visuals
9. Faces of your people
10. Data and statistics
11. Clean, simple flow
12. Depth and detail (800+ words)
13. Compelling call to action

107. Adds pixels and visual noise
without adding value

108. Our products
Ideas & Insights
Our Customers

109. Our products
Our baking and pastry products
Ideas & Insights
New Ideas from Inside Our Bakery
Our Customers
100 Years of Quality Baking Ingredients

110. Measure & Optimize

111. Why don’t I rank?

112. Why don’t I rank?
Segment that excludes visitors
who started on an article

113. Why don’t I rank?

114. Improve Your Calls to Action

115. Why don’t I rank?

116. Why don’t I rank?
BENEFITS COSTS

117. Why don’t I rank?
RETURN INVESTMENT

118. Why don’t I rank?

119. Why don’t I rank?

120. Why don’t I rank?

121. Why don’t I rank?
Usually, we can find a time within 24 hours

122. Why don’t I rank?
Usually, we can find a time within 24 hours

123. Why don’t I rank?
Usually, we can find a time within 24 hours

124. Why don’t I rank?
Usually, we can find a time within 24 hours

125. Measure & Optimize

128. Thank you.
Reach out anytime.
Andy Crestodina
Co-founder / CMO
773.353.8301
andy@orbitmedia.com