One of the biggest problems SEOs (and business companies) have is understanding what metrics really matters when it comes to on site content and content campaigns. In this deck, Gianluca Fiorelli will first explain the real reasons why content matters to SEOs and, then: 1) How to measure landing and conversion pages; 2) How to measure on-site editorial content; 3) How to measure content-based marketing campaigns.

2. Prologue
Why does
Content matter
to SEO?
@gfiorelli1

3. http://itseo.org/onsite-seo-2015@gfiorelli1

4. @gfiorelli1
Investigate

5. @gfiorelli1
Content Inventory

6. @gfiorelli1
Every content has its purpose

7. @gfiorelli1
And its metrics

8. @gfiorelli1
And its metrics
WHY
HOW
WHAT

9. @gfiorelli1
Inbound Marketing
is complicated.
Moz’s software
makes it easy
WHY

10. @gfiorelli1
Tools
Educational Content
and Editorial Line
HOW

11. @gfiorelli1
Home Page
Products’ Landings
Blog
Learn SEO
Webinars
…
WHAT

12. @gfiorelli1
Develop a Content Matrix

13. http://itseo.org/dismatrix – http://itseo.org/smartmatr@gfiorelli1

14. Episode i
Measuring Landing
and
Conversion Pages
Content
@gfiorelli1

15. @gfiorelli1
Evolve! It’s Not Just
Conversion Rate

16. http://itseo.org/gcontgro – http://itseo.org/jeffsauer@gfiorelli1
Use Content Grouping

17. http://itseo.org/notsetissue@gfiorelli1
Beware: it is not retroactive

18. http://itseo.org/cutronigrouping@gfiorelli1

19. http://itseo.org/1VEtnXO@gfiorelli1
Experiment!

20. @gfiorelli1
Conversions per
Returning Visitor vs
New Visitor

21. @gfiorelli1
Conversions per
Type of Visitor
based on
Demographic data

22. @gfiorelli1
Conversions per
channel/device

23. http://itseo.org/uncontent, http://itseo.org/optcont, http://itseo.org/cxlcontent@gfiorelli1
CRO

24. Episode ii
Measuring On-site
editorial
content
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25. @gfiorelli1
Consumption Metrics

26. @gfiorelli1

27. @gfiorelli1
1. Pageviews / Unique Pageviews
2. Pages / Session
3. Time on Page

28. @gfiorelli1
Go beyond & Evolve

29. @gfiorelli1
1. Medium/Sources
2. User Type
3. Mobile
4. Demographics

30. http://itseo.org/scrolltracking@gfiorelli1
Scroll Tracking

31. @gfiorelli1
Sharing Metrics

32. http://itseo.org/1N1fFaj and http://itseo.org/gacomments@gfiorelli1
Tracking FB Interactions - Comments

33. @gfiorelli1
Tracking Mentions/Social Shares

34. http://itseo.org/moz1metric@gfiorelli1
The One Metric

35. @gfiorelli1
The One Metric

36. @gfiorelli1
The One Metric

37. Episode III
Measuring Content
Campaigns
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38. http://itseo.org/contentbudg@gfiorelli1
Calculate Investment on Competitive
Analysis and Native Assets Value

39. http://itseo.org/ROIList and http://itseo.org/fractlcalc@gfiorelli1
ROI Calculators

40. @gfiorelli1
UPV * average cost CPC (Search)
Imgur * average CPC (Reddit)
Facebook Likes/Shares * Average CPE
Twitter RT/Mentions * Average CPE
TV/Press Placements

41. @gfiorelli1

42. Epilogue
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43. @gfiorelli1
3 Laws
of Digital Marketing

44. Do not be Data Driven
@gfiorelli1
Be Data Informed
#1

45. Think Strategically
@gfiorelli1
Act Tactically
#2

46. The Only King
@gfiorelli1
Is the Audience
#3

47. The End
@gfiorelli1