Analytics and Reporting

Search engine optimization is a numbers game. We want some numbers to go up (links, rankings, traffic, and revenue), others to go down (bounce rate, load time, and budget). Underlying all these numbers are assumptions that can mislead, deceive, or downright ruin your campaigns. Russ Jones will help uncover the hidden biases, distortions, and fabrications that underlie many of the metrics we have come to trust implicitly and from the ashes show you how to build metrics that make a difference.

You have a kick-ass keyword strategy. Like seriously, it could launch a NASA rocket, it's that good. You have the best 1099 local and international talent on your SEO team that working from home and an unlimited amount of free beard wax can buy. You have a super cool animal inspired company name like Sloth or Chinchilla that no one understands but the logo is AMAZING. You have all of this, yet, your client turnover rate is higher than Snoop Dog on an HBO Comedy Special. Why? You don't talk to your clients. As in, really communicate, teach them what you know, help them get it, really get it, talk to them. How do I know? I was you. The first five years of my agency we churned and burned through clients faster than Kim Kardashian can take a selfie. My mastermind group suggested we *proactively* set up and insist upon a monthly review meeting with every single client. It was a game changer and we immediately adopted the practice. Ten years later we have a 90% client retention rate and over 30 SEO clients on retainer.

Answer boxes, voice search and a reduction in the number of results displayed sometimes all result in users spending more time in the SERPs, and less on our websites. But does that mean we should stop investing in SEO? Hannah Thorpe will cover what metrics we should now care about, and how strategies need to change.

Great SEO is increasingly dependent on having a website with a great user experience. To make your user experience great requires carefully tracking what people do so that you always know where to improve. But what do you track? In this 15-minute talk, I’ll cover three effective and advanced ways to use event tracking in Google Analytics to understand a website's user.

Joanna will walk through tactical ways to organize your team, build system foundations, and create processes that fuel growth across the company. You'll hear how to coordinate with product, engineering, CX, and sales to ensure you're maximizing your opportunity to acquire, retain, and monetize your customers.

Getting the most out of your optimization efforts means understanding the data you’re collecting, from analytics implementation to report setup to analysis techniques. In this session, Krista walks you through several tips for using analytics data to empower your optimization efforts, and then takes it further to show you how to level-up your efforts to take advantage of personalization from mass scale all the way down to individual user actions.

I invite you to steal some of the ideas I've gleaned from managing SEO for the behemoth bad-ass Moz.com. Learn what it takes to move the needle on qualified leads, execute quick wins, and keep your head above water. I will go over my biggest Moz.com successes, failures, tests, and lessons.

Google search operators are special characters and commands (sometimes called “advanced operators”) that extend the capabilities of regular text searches. Search operators can be useful for everything from content research to technical SEO audits. Learn more about them in this article.

Being able to measure and report on your SEO efforts is important. Learn how to maximize your time with best practices that can help make reporting on SEO easier and more efficient.

Give yourself the gift of no longer dreading your SEO reports. Learn how to tailor them to client needs, pull them together beautifully and efficiently, which metrics work best for your goals, and how to communicate changes clearly.