seo analytics - middle earth style

IAN LURIE PORTENT, INC @PORTENTINT PORTENT.COM 17 YEARS

HTTP://PORTENT.CO/LOTRSEO

DATA MAKING THE

WORK FOR YOU

AKA

SEO ANALYTICS MIDDLE-EARTH STYLE

PALE GREENISH TINGE

OH GOD!!!!! Not an SEO!!!!

NO ONE BELIEVES WE DID IT

SEO Starts

REALLY?

REALLY?!!!!!!!

!"!!!!

!1,000!!

!2,000!!

!3,000!!

!4,000!!

!5,000!!

!6,000!!

!7,000!!

!8,000!!

!9,000!!

0!

5,000!

10,000!

15,000!

20,000!

25,000!

30,000!

Sep"10!

Oct"10!

Nov"10!

Dec"10

!

Jan"11!

Feb"11!

Mar"11!

Apr"11!

May"11!

Jun"11!

Jul"1

1!

Aug"11!

Sep"11!

Oct"11!

Nov"11!

Dec"11

!

Jan"12!

Feb"12!

SEO!visits!

NB!SEO!visits!

PORTENT STARTS

USE DATA TO PERSUADE

USE DATA TO CONNECT ACTION TO RESULT

DO NOT USE DATA TO CONFUSE

DO NOT LOB DATA GRENADES

HARVEST BIG BUT REPORT SMALL

1 GRADE YOURSELF

DUPLICATE DUPLICATE

404’S

200’S

INDEXED PAGES

LOAD TIME

KEYWORD DIVERSITY

DOMAIN AUTHORITY

SOCIAL

ORGANIC TRAFFIC

NON-BRANDED ORGANIC TRAFFIC

ORGANIC CONVERSIONS

HOW ARE WE DOING RIGHT NOW?

2 BUILD THE OPPORTUNITY MAP

FIND OPPORTUNITY GAPS

WHAT CAN WE ACCOMPLISH?

3 ESTIMATE DIFFICULTY

HOW HARD WILL IT BE TO GET THERE?

4 MAP ACTION TO OPPORTUNITY

WHAT MUST WE DO TO GET THERE?

We do OK for linking domains

Ugh. Our site's too small, maybe.

Oy. Our duplicationrates are way too high.

“Our content strategy must add 10 quality pages to our site each week.”

“We need to add links from sites with at least a 70 domain authority.”

“We must eliminate onsite duplication.”

5 TRACK IT ALL

HOW ARE WE DOING RIGHT NOW?

6 CREATE THE REPORT CARD

ACTION + EXECUTION = RESULT

7 DON’T REPORT ANALYZE

WHAT & WHY ASSESSMENT NEXT ACTION

“Our site had a serious duplication issue last month. That meant more indexed pages, but poorer rankings. As a result, sales fell 1%. Next action: Fix the duplication issues. Potentially dump guilty parties into Mt. Doom.”

“The last blog post we did was featured on Overlord Weekly! We gained 25 inlinking domains. That hasn't kicked up the rankings yet, but it will. Next action: Figure out why that particular post attracted so much attention and adjust our strategy. Also, let folks know by publicly thanking Overlord.”

“Rankings are up. Sales are up.”

“Traffic fell 10%, but we expect it to recover.”

“Thanks to the dev team, we fixed all duplication problems. That helped boost traffic 45%.”

SOME FINAL ADVICE

DON’T FEAR

BRAG

DON’T FEAR CONTEXT

TIE ACTION TO RESULT

HARVEST BIG BUT REPORT SMALL

IAN LURIE PORTENT, INC @PORTENTINT PORTENT.COM

HTTP://PORTENT.CO/LOTRSEO