Measuring Inbound Marketing

Jeremy BenckenJune 10, 2009

Austin Web Analytics Wednesday

The Inbound Marketing Funnel

Relationships

Engagement

Listening

Coverage

Inbound Links

Search Rankings

Traffic

Leads

$

Social Media MonitoringGoogle Alerts, Social Mention, Radian6,

filtrbox

Email, Twitter, blog comments, trackbacksBuzzStream, Radian6

CRM’sBuzzStream, Vocus, Highrise,

Gist, Xobni, MrTweet

News stories, blog posts, Twitter Re-Tweets

Burrells Luce, CustomScoop, TweetReach

SEO Link ResearchWhoLinksToMe,

SEOMoz, Majestic SEO SEO RankingsHubspot, WebCEO,

rankradar, RockinSEO

AnalyticsGoogle Analytics,

Coremetrics, Webtrends

Sales ManagementSalesforce.com, Sugar

CRM, Microsoft Dynamics

Relationship Metrics

Influence Metrics- PageRank

Influence Metrics- Inbound Links

Influence Metrics- Unique Visitors

Influence Metrics- Technorati

Influence Metrics- Twitter Followers

Coverage Metrics

Coverage Metrics- Twitter

Coverage Metrics- Twitter

Coverage Metrics- Blog Comments

Coverage Metrics- Referrers

Coverage Metrics- Readers

Inbound Links

• Link quality– PageRank– Good keyword anchor text – Related/relevant content

Inbound Links

Rankings: Y=N(X)*F(X)• Y = Ranking• X = User’s search term• F = Off-page factors (70%)– Inbound links– Anchor text– Bounce rate(?)

• N = On-site factors (30%)– Text on page, keyword density, URL, domain name– Meta tags, H1, titles, HTML validation, img alt text– +190 other factors… page load speed, domain age,

page footprint growth, content freshness

Rankings: SERP Monitoring

Traffic

• Traffic volume determined by…– Number of keywords your site can be found by• Pages in the index

– Search popularity of your keywords– Click through rate on your listings in the SERPs

• Traffic quality– Tire kickers or buyers?– Conversion rate by source

10

8

6

4

2

Traffic By Search Ranking

Data from http://www.seo-scoop.com/2006/08/09/aol-data-reveals-how-top-10-position-affects-ctr/

What is BuzzStream?