SES Chicago 2012 Day 1 Recap

SES Chicago is upon us once again. I got into town early this afternoon and had a chance to sit in on only two sessions today, but good ones at that. 

Meaningful Analytics

Ryan Jones -SapientNitro

You have to have goals and KPI’s.

Measure what makes sense not simply what’s measurable.

Reporting tells what the number is, analytics tell why and what we should do about it.

Correlation is NOT causation. The closer you analyze one variable the more you are not analyzing other variables.

The SEO process revolves around analytics (maint., discovery, strategy, execution)

Don’t look at just keywords but look at the actions caused by those keyword referrals and what they did on site.

Use analytics for insight: ex. Did changing that one page’s title element affect the CTR?

Chris Keating -Performics

Your metrics don’t matter to clients. They are worried about their goals and metrics.

-Avoid trap metrics. Just because you met your goals, did you meet theirs?

When you become a problem solver you become a commodity and not just another SEO provider.

Traps to avoid:

Ranking Trap- Rankings are always diferent, datacenter, cache, location of search.

Traffic Trap- It may not be the traffic they were looking for.

Faulty Analytics trap-If you are just gauging analytics there could be a platform change and the two numbers might not mesh.

Success in Analytics:

Conquering Analytics- Audit that analytics are solid and can measure what they are suppose to measure.

-Understand seasonality and what may make comparisons ineffective.

Metrics Beyond metrics: Look beyond analytics tracking, not just leads but leads that sell and leads that have lifetime value.

Efficiency Metric- Create ROI metrics, divide by SEO dollars spent to see the true overall value of the initiative. 

 

Hardcore Local Strategies

Manish Patel -Where 2 Get It

We suffer from “digital debri” where there are listings everywhere. All this data must be uniformed and accurate.

-Use a local listing management feed to ensure that the brunt of this info is organized and accurate.

Add social integration into site pages.

-People expect you to have complete data across all these different channels.

-Do manual searches to verify information buy don’t use a brand term. Instead, use a targeted term along with a local modifier.

Use Google Analytics tracking variables on local listings to see what local listings are doing for your traffic. 

Benu Aggarwal -Milestone Internet Marketing

You have to begin by looking at your local ecosystem as this is different for every company and market.

Make sure local listing information is accurate but to save time look at the aggregators and ensure accuracy there. From there smaller feeding sources will pull this data.

Anytime you can add GEO data do so. People miss this when uploading Youtube videos and images on Flickr. 

Keep content fresh on off-site properties, i.e., description sections of local listings.