As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen...

30
How to Track, Measure, & Adjus Corporate Blogs

TAGS:

Transcript of As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen...

Page 1: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

How to Track,Measure, & AdjustCorporate Blogs

Page 2: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:
Page 3: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

• As Much As 80% of all web interactions begin with search

• 80% to 95% of all clicks on a page happen in the Organic Results

*Commercial Interactions:

*source: Datran Media

Page 4: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

Blogging For Search

Page 5: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

Online journal-like content, organized in reverse chronological order.

What the #$%*^* is a Blog??

Page 6: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

So there is not much difference……

Traditional Site Blogs

Page 7: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

Overall Traffic Trends

Page 8: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

What Are We Measuring?

1. Traffic By Volume

2. Traffic By Keywords

3. Bounce Rate

4. Conversions

Page 9: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

98%

Page 10: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:
Page 11: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

How Does Blogging Help Conversion?

• You are talking their language!• Readers get to know you

– Gives a more human face to your business than a traditional website

– Provides insight into your personality & Culture– Builds trust and rapport

Still Need Traditional Conversion Tactics!

Page 12: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

blogging success andConversion

Rules of Conversion:

• Offer a conversion point

• Set a goal

• Track results & measure success

• Adjust and test

Page 13: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

Rules of Conversion:

What do you really want?

• What is the typical conversion for your website?

• What % of conversions typically turn into closed business?

• What keywords drive the most business

• What keywords drive the right business

Page 14: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

Rules of Conversion:

Offer a conversion point AKA Call-to-Action (CTA)

Good:• Email sign-up• Download• Demo or free trial • Additional info request• Direct Purchase Option

Page 15: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

blogging success and

Rules of Conversion:

Adjust and & test

Treat your blogs like your website, testing various conversion points

Champion and challenger is a good idea

Page 16: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

SEO

Page 17: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

blogging success and

Example: Compendium

Page 18: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

What Keywords Actually Drive Desirable Business?

Page 19: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

Example: CTA’s

Page 20: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

Example: Version Testing

Page 21: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

Website vs. Blogs

Page 22: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

blogging success and

Website vs. Blogs

Page 23: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

blogging success and

Website vs. Blogs

Page 24: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

Website vs. BlogsAvg. time on site – keyword basis

Page 25: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

Website vs. BlogsAvg. time on site – keyword basis

Page 26: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

Paid keywords vs. BlogsClicks per keyword

Page 27: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

blogging success andRules of Conversion:

Other comparables:

• Compare Conversions to PPC

• Do you have the necessary landing pages or back-end data capture pieces in place?

Page 28: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

blogging success and

Example:

• Unique landing page

• Unique lead source

Page 29: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

Other Keyword Research Methods:

1. Analyze Site Log for highly converting keywords

2. Analyze Site Log for frequent keywords

3. Internal Site Search Analysis

4. Exploring long search phrases

5. Competitors sites

Use this for ideas on new blog titles

Page 30: As Much As 80% of all web interactions begin with search 80% to 95% of all clicks on a page happen in the Organic Results *Commercial Interactions:

Contact Information:

Chris BaggottCEO/Co-founder

Compendium [email protected] Google – Chris Baggott

mailto:[email protected]

Clicks, Bricks & Chicks

Clicks, Bricks & Chicks

Around the World in 80 Clicks Around the World in 80 Clicks was a collaborative project carried out by schools in four countries: the USA, Australia,

Around the World in 80 Clicks Around the World in 80 Clicks was a collaborative project carried out by schools in four countries: the USA, Australia,

Iniciativas clicks 8

Iniciativas clicks 8

Clicks & pericardial rub

Clicks & pericardial rub

Improving “Bricks & Clicks”

Improving “Bricks & Clicks”

Welcome to Clicks

Welcome to Clicks

Carnival clicks

Carnival clicks

Clicks or Bricks?

Clicks or Bricks?

Career Clicks

Career Clicks

Preza APR Clicks

Preza APR Clicks

ARE CLICKS CRUSHING BRICKS? - ShopperTrak€¦ · interactions across different channels. In response to this, internet pure-plays are experimenting with physical presences – Amazon

ARE CLICKS CRUSHING BRICKS? - ShopperTrak€¦ · interactions across different channels. In response to this, internet pure-plays are experimenting with physical presences – Amazon

Maximise Clicks

Maximise Clicks

Clicks of Patagonia

Clicks of Patagonia

Bricks to Clicks

Bricks to Clicks

Chubby Clicks Photography

Chubby Clicks Photography

Clicks Plus

Clicks Plus

Double Clicks

Double Clicks

Clicks South Africa

Clicks South Africa

Clicks Emergency Services

Clicks Emergency Services

Cost Effective Clicks

Cost Effective Clicks