SEO Analytics - Middle Earth Style
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No, not Frodo. His will shredded like wet toilet paper. Gollum took the lava bath, destroyed the ring, and saved everyone from a 36" Dark Lord. Does he get any credit? Nooooooo. Nine-fingered Frodo is the hero. The ladies all swoon at Legolas and Aragorn. But not poor Gollum. Internet marketers, and SEOs in particular, are a lot like Gollum: We're shunned. We don't get much sunlight. Our diet is awful. And we never get the credit for business success. It's our fault. We're good at building rankings and building traffic. But we're terrible at demonstrating the value of our work. So we fling ourselves into the lava. Every single time.
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SEO Analytics - Middle Earth Style
- 3. MAKING THE DATA WORK FOR YOU
- 4. AKA
- 9. OH GOD!!!!! Not an SEO!!!!
- 11. NO ONE BELIEVES WE DID IT
- 12. REALLY? SEO Starts
- 13. REALLY?!!!!!!! 30,000! !9,000!! PORTENT STARTS !8,000!! 25,000! !7,000!! 20,000! !6,000!! !5,000!! 15,000! !4,000!! SEO!visits! NB!SEO!visits! 10,000! !3,000!! !2,000!! 5,000! !1,000!! 0! !"!!!! Dec"10! Sep"10! Oct"10! Nov"10! Jan"11! Apr"11! Dec"11! Oct"11! Nov"11! Jan"12! Feb"12! May"11! Feb"11! Mar"11! Sep"11! Jul"11! Aug"11! Jun"11!
- 15. USE DATA TO CONNECT ACTION TO RESULT
- 16. DO NOT USE DATA TO CONFUSE
- 19. HARVEST BIG BUT REPORT SMALL
- 21. 1 GRADE YOURSELF
- 23. 404’S
- 24. 200’S
- 25. INDEXED PAGES
- 26. LOAD TIME
- 28. DOMAIN AUTHORITY
- 29. SOCIAL
- 30. ORGANIC TRAFFIC
- 33. HOW ARE WE DOING RIGHT NOW?
- 40. HOW HARD WILL IT BE TO GET THERE?
- 43. WHAT MUST WE DO TO GET THERE?
- 45. We do OK for Ugh. Our site's linking domains too small, maybe.
- 46. Oy. Our duplication rates are way too high.
- 47. “Our content strategy must add 10 quality pages to our site each week.”
- 48. “We need to add links from sites with at least a 70 domain authority.”
- 49. “We must eliminate onsite duplication.”
- 50. 5 TRACK IT ALL
- 51. HOW ARE WE DOING RIGHT NOW?
- 54. ACTION + EXECUTION = RESULT
- 59. WHAT & WHY ASSESSMENT NEXT ACTION
- 60. “Our site had a serious duplication issue last month. That meant more indexed pages, but poorer rankings. As a result, sales fell 1%. Next action: Fix the duplication issues. Potentially dump guilty parties into Mt. Doom.”
- 61. “The last blog post we did was featured on Overlord Weekly! We gained 25 inlinking domains. That hasn't kicked up the rankings yet, but it will. Next action: Figure out why that particular post attracted so much attention and adjust our strategy. Also, let folks know by publicly thanking Overlord.”
- 62. “Rankings are up. Sales are up.”
- 63. “Traffic fell 10%, but we expect it to recover.”
- 64. “Thanks to the dev team, we fixed all duplication problems. That helped boost traffic 45%.”
- 66. DON’T FEAR BRAG
- 69. HARVEST BIG BUT REPORT SMALL
- 70. HTTP://PORTENT.CO/LOTRSEO IAN LURIE PORTENT, INC @PORTENTINT PORTENT.COM
Editor's Notes
- Who really saved middle earth? No, not some pretty-boy hobbit.
- Gollum did! He took the hot lava swan dive, right after Frodo gave in. Without him, everyone ends up worshipping a 3-foot-tall Dark Lord. Embarrassing.
- We SEOs are a lot like Gollum.
- Stuck in the dark.
- We’re shunned and avoided.
- Our diet sucks.
- And we never get the damned credit for anything.
- None of my clients wanted to be compared with ravening hordes of goblins and uruk, for some reason. So, I'm going to use a fake company: — Nazgul Bicycle Shop — as an example throughout this post. Nazgul is the world's largest bicycle shop chain. We do 10% of our business online, and the rest off.We're best known for our chainrings. There are 9 of them. Plus one forged in darkness... Never mind.
- The report card should show the actions taken, the quality of those actions, and the result.