This document discusses the importance of measuring marketing work, not just outcomes. It argues that analytics should focus on setting work targets and metrics to monitor, then identifying which work improves metrics. Examples are given of potential marketing work like social sharing, link building, content creation and their metrics. Tools for tracking work are mentioned. Past experiments are cited that measured how certain work like tweets or content affected metrics like traffic. The conclusion advocates experimenting to identify the work that moves key metrics.
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SearchLove Boston 2016 | Rand Fishkin | The Measure of a Marketer's Worth
1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
The Measure of a
Marketer’s Worth
2. “A dream is nothing without action. Whether
one fails or succeeds is irrelevant; all that
matters is that there was motion in life. That
alone affects the world.”
Mike Norton, White Mountain
18. We Know the Right Inputs
+
More Citations
More Links
= #1!
19. We Know What Work Matters vs. Doesn’t
Don’t Bother Do It Every Day
Blog Post CreationManual Link Outreach
Tweaking Facebook Ads New Facebook Posts
Asking for Yelp Reviews Follow Instagram Accounts
20. Focusing on Outcome Metrics vs. Inputs Will Bring Success
This is a great
report, but it tells
me nothing about
the work that went
into improving
rankings.
25. 3) Generating Targets (aka uncovering which
inputs are required to produce successful outcomes)
Via Moz & Hubspot’s 2015 Publishing Frequency Experiment
28. Uncovering What Works is Hard
These elements might
be well correlated with
sites that tend to rank
well, but that doesn’t
mean they’re the best
investments your site can
make?
Via Moz’s 2015 Google Ranking Factors
29. The Process of
Experimentation, Failure,
& Discovery is Rarely
Embraced by Managers
or Clients.
Via Rand’s Art of Product Marketing Presentation
30. We Need to Know What Works to Create Success
Via Groove’s Blog
31. Rather Than Just Measuring
the Output of Our Various Tasks
Via Moz’s 1Metric Content Tracking System
32. I think this may be the greatest
analytics challenge facing
marketers today.
61. Reputation Management in Branded SERPs?
Searchers often
investigate a brand
before making a
purchase decision.
Optimizing your
SERPs may be as
important (or more)
than optimizing your
site.
63. More Broad Topic-Focused Pages?
Broader, topic-focused pages may
be less-competitive and bring
positive, 2nd-order impacts.
64. Fixing Errors in Search Console?
Fixing, redirecting,
and/or finding the
linking sources to
these may drive
additional rankings &
traffic.
65. Optimization of Your Google My Business Page?
Via How to Fix a Google Business Summary by Eric Rohrback
Wrong info, reviews,
or summary data
might severely
impact your ability to
rank in Google
Maps/Local results.
66. Optimization of Your Google My Business Page?
In fact, that’s happening to Love Mamak right now.
67. Physical Space Conversion Tests
Via Combine Web & In-Store Analytics for Improved Retail Performance
68. Inclusion in More Local Listing Sites?
Via Moz Local’s Citation Sources by City and by Category (and Google Search)
72. Every Tactic Can Be Broken Down Into:
The Work The Metrics The Goal(s)
Put up two Facebook
posts/week
Fix any broken links
Pitch a guest contribution
1X/month
Participate in three
discussion threads/week
FB shares, new
page likes, traffic
Traffic increase
Acceptance of post,
traffic driven
Traffic from
discussion site
Grow reach on &
through Facebook
Direct+search bump
Visibility to new
audience, traffic
Brand awareness,
branded search