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SEO Reporting & Metrics: How To Prove Progress

Posted by Krista LaRiviere on June 11th, 2013 at 7:17 am

It’s the beginning of the month and it is again time to report to your clients or your boss on the SEO progress made last month. It is time to justify your SEO strategy, your efforts and yourself. Sound familiar?
With the challenging landscape of SEO comes the challenging landscape of SEO reporting, and I’m not just talking about merging SEO data sources into one excel file and adding a logo to try to make it look professional, presentable and understandable. I’m talking about how to make all the data points and metrics indicate real progress, and more importantly meet your clients’ or boss’ expectations.
Since the way we do SEO has changed, the way we report on it must change too. Effectively setting up the reporting metrics to prove progress may make the difference between meeting the clients’ expectations or not.
SEO reporting should answer these questions for your client:

Are our efforts helping us reach our organic search goals?
What SEO tasks were completed last month in relation to our goals?
What impact did these efforts have on the web presence for organic search?
What new opportunities were identified to optimize for organic search?
Are there any new competitive threats?

So how do you set up your... Read more

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Posted in Search, Social Media, Web Analytics, Websites | 1 Comment »

Metrics Beyond the Bounce Rate

Posted by Nicole Rawski on May 30th, 2013 at 1:28 pm

We’re living in a world where data is everywhere and everything can be measured. Yet the vast amount of data that is available is often too much to consume and sift through to really obtain the relevancy to measure performance. This is why it’s so important to begin with metrics that tie back to business goals and objectives.
Many brands online have a digital presence, but don’t necessarily sell anything online. In fact, the goal of their web presence is really to educate consumers on their product or service by developing meaningful and relevant content. The challenge with measuring the impact of this approach is that we’re not surveying the IQ of website visitors before and after consuming a brand’s digital presence, albeit, not a bad idea.
However, while this can pose as a challenge to measure, with social media highly integrated in everything on the web, it’s much easier to have an indication of whether the target audience is consuming website content and engaging with it. These are not your standard bounce rate and time on page metrics. Unfortunately, the days of relying on those metrics are over. Consumers can now visit a page, get the information they need or were... Read more

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Posted in Research, Social Media, Web Analytics, Websites | 3 Comments »

Digital Strategy Step 3: Analysis

Posted by Jason Brewer on February 15th, 2013 at 8:21 am

The great thing about digital marketing is that you can track and analyze everything, even with a small budget. You can watch your impressions and clicks grow- you can even watch customers navigate your website in real time. However, effective analysis requires you to concentrate on original goals (based on KPIs), without getting distracted by extraneous metrics.

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Posted in Media Planning & Buying, Opinions, Web Analytics | No Comments »

Why Page Views Don’t Matter

Posted by Tom Shapiro on July 31st, 2012 at 4:02 pm

I love data. Lots of data. Mountains of data. The more data, the happier I am as a marketer.
However, I’m sometimes perplexed when marketers use surface level data to try to make strategic marketing decisions. When metrics like Page Views become the centerpiece of a marketing discussion, it’s actually risky trying to identify insights without taking the analysis much, much further.
Page Views, Time-On-Site, Exits and other top-line metrics can be the start of the equation, but they require cross-data analysis to generate meaningful, actionable insights. Without a second or third layer of data, you run the risk of completely misinterpreting a hodgepodge of unsegmented data.
Instead of looking at Page Views, for example, you’ll gain far greater value by analyzing Page Views of new visitors vs. repeat visitors, or of those coming to your website through SEO vs. those through display ads, or of those who converted onsite vs. those who left without converting. It’s possible that your best site visitors are not those that look at the most pages. High Page View counts can sometimes reveal that something’s actually wrong with your site, such as complex navigation that drives extra, needless clicks. There are countless ways that surface level data... Read more

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Posted in Web Analytics | 3 Comments »

DATA: Are you using it to your advantage… or just to make you look good?

Posted by Nicole Rawski on November 28th, 2011 at 5:49 pm

In it’s ideal form, data should be unassailable. But it’s not.
Data can be twisted, tailored or censored to tell many different stories.
It’s not uncommon for marketers to skew their data because they’re afraid that showcasing the “real” numbers behind a marketing program could illuminate a failure. Web analysts, on the other hand, don’t have any motivation to skew data; their goal is to make informed decisions to optimize results.
The practice of web analytics has evolved over the years, and today analysts can provide key stakeholders with actionable insights. For various reasons, however, that information often goes ignored.
More marketers are adopting web analytics programs, so it’s more imperative than ever to utilize the data to optimize. Sure, using data to make you look good can reap immediate satisfaction and maybe impress people who aren’t asking the right questions. But, in the long run, you could hurt your company by ignoring what the data is really saying.
Here are a few simple ways to use web analytics data to make informed decisions:

Dive deeper into bounce rates. Bounce rates on landing pages can show how well the page is at engaging visitors, but look further into bounce rates from different traffic sources or campaigns.... Read more

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Posted in Web Analytics | No Comments »

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