Marti spoke about Facebook and SEO Tips, going into long-tail keyword changes and the data that is available at first. He recommended people to go to Google Webmaster Tools and find out if the search queries have any value at the page level versus looking at the whole site. Instead of looking at everything as a whole, get inside your keywords and check if their data is correct. For example, pick a page to study and see if that page is receiving a high amount of activity. When you work on the short-tail, you will be able to understand the long-tail. After working with that, go into Google Analytics and do the same thing with the site page. Go to: Site content –> Landing Pages and then segment the data by the keyword. Now compare the results from the two. He thinks that when the two of them are not the same, Google Analytics usually has a way of over-reporting. He said that data can be recovered with webmaster tools, up to 20 to 30% of missing keywords on the short tail.
He said webmaster tools say a lot about long-tail keywords. They drive targeted traffic so do not disregard these keywords. Now because the long-tail keywords are missing a lot of data, you have to go to reporting on the short –tail keywords that webmaster tools give you. He suggests that we look at the average rank of them and what they mean when it comes to CTR and how many keywords there are. You will be able to get the most from your data when you take a look at things quarterly and not annually.
Marti is also the Facebook Ad Master and he suggested we can use Facebook Targeting and Facebook Ad Segments and Linked-In. Remember, his primary goal for SEO is to raise keyword diversity and in order to do that we have to increase the CTR on the pages.
If you get a chance, I suggest you check out Marty’s book on “Killer Facebook Ads.”It is one book you will not want to miss reading.
Then Alan joined the mix to speak about KPIs and how he was able to get 15K visits per day to 60k visits per day without any kind of keyword data. Already getting interesting, isn’t it? He said his strategies will only work if your website is properly optimized. Even small businesses can take advantage of this tactic. Alan also said your content must be discoverable as well. He thinks we should all utilize:
-Existing Page Titles
After you utilize the above, then go to Google and Bing to see how many pages have been indexed. In the ‘Page Analytics’ you see what people are clicking on within Google Analytics. In addition, he said you should track your keywords and optimize landing pages.
When you track the actual keywords of your landing pages and converting pages make sure you don’t only rely on Google Analytics. The other things you can measure include: highest visited, stickiest, total conversions, most conversions to visit (low ratio). The highlight of it was when he said don’t ignore your highly converted pages. In order to test out these metrics he suggested people to use: A/B Test Call to Action, A/B testing your content and wording and message, then you must review the targeting persona. He said you don’t even need Google Analytics when you have this information. Now if your pages are not really performing the way you want them to then you may want to consider doing keyword research again. Remember, your consumer may describe your service differently than you do. The conversion rate is incredible when you focus it on being right.
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