22. What to measure
Stage KPIs
Social audience growth
Reach Search impressions
Social shares on content
Earned links to content
Engagement Organic search visits
Social media referral visits
Conversion Conversions by channel
Return on Investment (ROI)
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31. Define customer personas
What are their goals?
What are their problems?
What keeps them up at night?
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32. You’re not an artist, Peggy.
You solve problems.
Leave some tools in your toolbox.
- Don Draper, Mad Men
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33. Content checklist
• Who are we writing for (customer persona)?
• Does it provide a resource, evoke emotion or entertain?
• What keyword(s) are we targeting?
• What conversion page are we linking to?
• Does it have a great image?
• Is it original, or improve existing content on this subject?
• Is it shareable?
• Is it timely?
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38. “ Within search results, information tied to verified online
profiles will be ranked higher than content without such
verification, which will result in most users naturally clicking on
the top (verified) results. The true cost of remaining
anonymous, then, might be irrelevance.
- Eric Schmidt, Google Chairman
More on Authorship from SearchEngineLand
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51. Thanks for making it this far
Ques%ons?
Twitter: @parischildress
LinkedIn: bg.linkedin.com/in/parischildress/
Google+:
Skype: pchil9
Email: paris@hop-online.com
StartUP@Blagoevgrad
March 30, 2013
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