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.
6. • Not easily measurable
• Observations
• Feedback
• User testing
QUALITATIVE
QUANTITATIV
E
• Measurable
• Google Analytics
• Search Console
• Open Site Explorer
HOW DO WE MEASURE?
@SiteVisibility
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
@SiteVisibility
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
@SiteVisibility
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.
@SiteVisibility
42. GOOGLE ANALYTICS – WEBSITE
PERFORMANCE TRACKING
https://www.google.com/analytics/
@SiteVisibility
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
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.
@SiteVisibili
ty
48. SET UP 2 NEW VIEWS
https://support.google.com/analytics/answer/2649553?hl=en
@SiteVisibili
ty
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
@SiteVisibili
ty