You’ve been blogging for years, but traffic growth is slow and leads are flat. But your Analytics are telling you what to do next. Here’s how to listen. This session covers blog optimization for experienced bloggers, including the tactics for traffic and conversions using social media, email marketing and search optimization. Learn specific actions using Analytics and research to improve lead generation. Key Takeaways Include: How to get more value from the same audience Advanced Analytics for faster list grown and higher rankings Tips for deeper engagement and collaboration Find topics that connect, share content with a targeted audience Recommended for professionals with 2-5 years of experience in lead generation and content marketing.

1. Advanced Blogging:
Analytics, Optimization & Outreach
Andy Crestodina
@crestodina
orbitmedia.com/blog

2. The big content questions…
1. What topics?
2. Target which keyphrases?
3. Which formats?
4. Who to collaborate with?
5. Published where?

4. Bloggers
v.
Great
Bloggers

5. CENTRAL HUB
Main topic, business category
RELATED SUB-TOPICS
Answers to the main questions,
“how to” articles
SUPPORTIVE BASE
Broad range of helpful, related
topics
Topics

6. “Why do dogs…”
source: ubersuggest.org

7. Thank you, Ubersuggest!

8. Topics and Focal Distance

9. Topics and Focal Distance
Why do Dogs
Bark at Night?
Hotels and
Dogs: A Canine
Guest Guide to
Staying
10 Travel Tips
for Dogs

11. Puppy Training: 5
Best Practices for
a Good Boy!
5 Dog Training
Mistakes That Will
Get You Bit

12. Your Outbox is filled with blog posts…

13. The Report of
Broken Dreams
How is your website unsatisfying?

18. Percent Content
Consumption

19. source: Avinash Kaushik

20. Find Your
Conversion
Champions
What’s your most
compelling stuff?

21. Subscribers per blog post…
Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/

22. Pageviews per blog post…

23. Subscribers per page view per blog post
…well hello, champions!

24. Let’s watch that in slo-mo…

25. Put On Your
Traffic Driving
Gloves!

26. • Put it into heavy rotation on the social streams
• Add it to your home page slideshow
• Link to it from your email signature
• Run an ad using PPC, Facebook, etc.
• Write a guest post. Link back to the page
• Include it in a roundup of your best posts
• Link to it from other high traffic pages

27. PRIMARY KEYPHRASE
Home page targets the most
competitive phrase
SECONDARY KEYPHRASES
product categories, services pages
TERTIARY KEYPHRASES
Phrases related to the problem,
not the solution
Keyphrases

28. PRIMARY KEYPHRASE
Home page targets the most
competitive phrase
SECONDARY KEYPHRASES
product categories, services pages
TERTIARY KEYPHRASES
Phrases related to the problem,
not the solution
Keyphrases
$
$
?

29. Find Your Traffic
Champions
Which pages are
pulling in visitors?

30. Top content…

31. Find your traffic champions

32. The Spike and the Long Tail
Initial spike from
email marketing
and social promotion
(one week)
20 to 40 visits per day
from organic search
(months or years)

33. Posts that rank high on page two…
Queries Report with Advanced Filter for “Average Position” set to Greater than 10

34. Posts that rank high on page two!
Queries Report with Advanced Filter for “Average Position” set to Greater than 10

35. Finding posts with ranking potential
1. View: Search Engine Optimization > Queries
2. Set Advanced Filter: “Average Position”
greater than 10
3. Sort by “Average Position”
4. Confirm the rank and the post by searching
for the phrase

36. Indicate
the Relevance
It’s called “on-page” SEO

37. Use the phrase in 4 places
A. Once at the beginning of the title <title>
B. Once in the first header <h1>
C. Four to six times in the body of the page
D. Within the links to the page from other
pages on your site.

38. 1. Title: Once in the beginning
It appears above the address bar in your browser…
…and it’s the link in Google search results!

39. <<ttiittllee>>HHoomme<e/<ti/ttleit>le>

40. 2. Header: once, anywhere

41. 3. Body: 4 - 6 Times

42. Don’t be too
aggressive!

43. This stuff works…

44. Internal
Linking

47. Internal Linking
Opportunities!

48. How Links Work
in Google
Link Popularity =
Authority =
Rankings

49. links are credibility

50. more links = more credibility

51. links from credible sites =
much more credibility

52. many outgoing links =
less credibility per link

53. It’s good when the link text
Includes the target keyword.

54. but if all the links include the
target keyword, that’s bad.

55. Link Popularity and Domain Authority
Resource: Open Site Explorer

56. Link Popularity / Domain Authority
20 40 60 80
Domain Authority
Competitiveness
#unfair

59. #winning

60. TEXT
Search-friendly pages, long-form
posts, articles
VISUAL CONTENT
Text plus Infographics, Slideshare,
diagrams and memes
MOTION & AUDIO
Text plus video and podcasts
Formats

61. Source: Periodic Table of Content

62. Creators
CREATED BY YOU
CO-CREATED WITH
INFLUENCERS

63. source: Lee Odden

64. source: Lee Odden

65. YOUR SITE
OTHER SITES
Locations

66. The Joys of Guest Blogging
aka “bylined articles”

67. Blogging vs. Guest Blogging
Content = 2
Links = 0
Friends = 0
Content = 3
Links = 1
Friends = 2

68. Round Two…
(better links + real connections)
Content = 4
Links = 0
Friends = 0
Content = 6
Links = 2
Friends = 4

69. Round Four…
Nice blog, but… This is what great
content marketing looks like.

71. GUEST POSTS
MY BLOG
←
←
→

72. If you’re not making friends,
you’re doing it wrong.

73. Great bloggers
publish…
1. Related Topics
2.Variety of Keyphrases
3.Many Formats
4.With Relevant Collaborators
5. Lots of Locations

74. The Unified Theory of Content
Performance questions. Optimization answers.

76. Link Link, Nudge Nudge!

77. Your Pages.
Your Funnel.

83. source: Lead Generation Best Practices

84. Where there’s traffic, there’s hope...

85. Bottom Line.

86. Andy Crestodina
@crestodina
orbitmedia.com/blog
Thank you!

87. Subsequent Conversions
Anything else I can do for you?

88. But wait! There’s more…

89. Subsequent Conversions…