Gianluca Fiorelli's Practical Guide to Content Metrics

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One of the biggest problems SEOs (and business companies) have is understanding what metrics really matters when it comes to on site content and content campaigns. In this deck, Gianluca Fiorelli will first explain the real reasons why content matters to SEOs and, then: 1) How to measure landing and conversion pages; 2) How to measure on-site editorial content; 3) How to measure content-based marketing campaigns.

Marketing

Prologue
Why does
Content matter
to SEO?
@gfiorelli1

http://itseo.org/onsite-seo-2015@gfiorelli1

@gfiorelli1
Every content has its purpose

@gfiorelli1
And its metrics
WHY
HOW
WHAT

@gfiorelli1
Inbound Marketing
is complicated.
Moz’s software
makes it easy
WHY

@gfiorelli1
Tools
Educational Content
and Editorial Line
HOW

@gfiorelli1
Home Page
Products’ Landings
Blog
Learn SEO
Webinars
…
WHAT

http://itseo.org/dismatrix – http://itseo.org/smartmatr@gfiorelli1

Episode i
Measuring Landing
and
Conversion Pages
Content
@gfiorelli1

@gfiorelli1
Evolve! It’s Not Just
Conversion Rate

http://itseo.org/gcontgro – http://itseo.org/jeffsauer@gfiorelli1
Use Content Grouping

http://itseo.org/notsetissue@gfiorelli1
Beware: it is not retroactive

http://itseo.org/cutronigrouping@gfiorelli1

http://itseo.org/1VEtnXO@gfiorelli1
Experiment!

@gfiorelli1
Conversions per
Returning Visitor vs
New Visitor

@gfiorelli1
Conversions per
Type of Visitor
based on
Demographic data

@gfiorelli1
Conversions per
channel/device

http://itseo.org/uncontent, http://itseo.org/optcont, http://itseo.org/cxlcontent@gfiorelli1
CRO

Episode ii
Measuring On-site
editorial
content
@gfiorelli1

@gfiorelli1
1. Pageviews / Unique Pageviews
2. Pages / Session
3. Time on Page

@gfiorelli1
1. Medium/Sources
2. User Type
3. Mobile
4. Demographics

http://itseo.org/scrolltracking@gfiorelli1
Scroll Tracking

http://itseo.org/1N1fFaj and http://itseo.org/gacomments@gfiorelli1
Tracking FB Interactions - Comments

@gfiorelli1
Tracking Mentions/Social Shares

http://itseo.org/moz1metric@gfiorelli1
The One Metric

Episode III
Measuring Content
Campaigns
@gfiorelli1

http://itseo.org/contentbudg@gfiorelli1
Calculate Investment on Competitive
Analysis and Native Assets Value

$http://itseo.org/ROIList and http://itseo.org/fractlcalc@gfiorelli1 ROI Calculators$

@gfiorelli1
UPV * average cost CPC (Search)
Imgur * average CPC (Reddit)
Facebook Likes/Shares * Average CPE
Twitter RT/Mentions * Average CPE
TV/Press Placements

Do not be Data Driven
@gfiorelli1
Be Data Informed
#1

Think Strategically
@gfiorelli1
Act Tactically
#2

The Only King
@gfiorelli1
Is the Audience
#3

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