choosing metrics that matter, state of search 2015
TRANSCRIPT
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#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
CHOOSING METRICS THAT MATTERDANA DITOMASO
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#stateofsearch @dfwsem @danaditomaso
Yay, you signed a big client!
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#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
What are you going to measure?
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#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
Picking the right metrics may be the most
important decision you make.
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#stateofsearch @dfwsem @danaditomaso
Choosing the wrong metrics leads to bad
decisions.
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#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
Sometimes it’s obvious.
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#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
But not always.
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#stateofsearch @dfwsem @danaditomaso
Why do SEOs still report on rankings?
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#stateofsearch @dfwsem @danaditomaso
Why does bounce rate matter?
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#stateofsearch @dfwsem @danaditomaso
Is time on site something that matters?
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#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
Start these conversations early.
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#stateofsearch @dfwsem @danaditomaso
Try to fix the metricsbefore signing the
contract.
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#stateofsearch @dfwsem @danaditomaso
What if…
Tracking likes instead of engagement?
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#stateofsearch @dfwsem @danaditomaso
What if…
“We must rank higher than that competitor!”
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#stateofsearch @dfwsem @danaditomaso
What if…
Prioritizing AdWords volume over conversions.
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#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
How can you turn goals into metrics?
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#stateofsearch @dfwsem @danaditomaso
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#stateofsearch @dfwsem @danaditomaso
Choose the right tactics to match KPIs.
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#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
Clients don’t have the same goals that we do.
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#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
(If they did, they wouldn’t need us.)
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#stateofsearch @dfwsem @danaditomaso
Your report needs to be built for your audience(s).
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#stateofsearch @dfwsem @danaditomaso
Yup, that means multiple reports.
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#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
How do you build a good report?
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#stateofsearch @dfwsem @danaditomaso
Use the 8 core principles of data visualization.
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#stateofsearch @dfwsem @danaditomaso
1. Simplify.
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#stateofsearch @dfwsem @danaditomaso
2. Compare.
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#stateofsearch @dfwsem @danaditomaso
3. Attend.
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#stateofsearch @dfwsem @danaditomaso
4. Explore.
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#stateofsearch @dfwsem @danaditomaso
5. View diversely.
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#stateofsearch @dfwsem @danaditomaso
6. Ask why.
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#stateofsearch @dfwsem @danaditomaso
7. Be skeptical.
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#stateofsearch @dfwsem @danaditomaso
8. Respond.
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#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
Don’t stuff reports to hide bad data.
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#stateofsearch @dfwsem @danaditomaso
Be honest when things aren’t going well.
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#stateofsearch @dfwsem @danaditomaso
Give credit where credit is due.
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#stateofsearch @dfwsem @danaditomaso
Don’t give your ad groups weird names.
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#stateofsearch @dfwsem @danaditomaso
Data is without ego.
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#stateofsearch @dfwsem @danaditomaso#stateofsearch @dfwsem @danaditomaso
THANK YOU!