wordcamp 2012 presentation

IS THIS RELATIONSHIP RIGHT FOR YOU?

Tools and Methods for Evaluating Relationships

Glenn Walker@walkergv

WHO ARE YOU ANYWAY

• Partner @ Local Digital Marketing Agency

• A Developer and Web Designer (Wordpress - Yeah!)

• My specialties are Paid Online Marketing and Analysis

• Fond of Number Crunching

HOOUSEKEEPING &FORMALITIES

• Not very Wordpressy• No Live Coding• http://tikodigital.com/

blog

• Philosophy

HEALTHY RELATIONSHIPS REQUIRES GIVE

AND TAKE.

YOU ARE A GIVER A CARING NURTURER

@walkergv

RELATIONSHIPS WITH READERS

@walkergv

GIVE LOVE TO RECEIVE LOVE

@walkergv

WHAT RELATIONSHIP DO YOU WANT?

100 Friends

80 Followers

3 Followers

7 Followers

Small Niche Blogger

67 Thousand Followers

INFLUENCER!

I’M A GIVER, A CARING NURTURER

@walkergv

WAYS TO ANALYZE CONTENT SUCCESS

• COUNT SOCIAL SHARES (GOOD)• QUALITY OF SOCIAL SHARES (BETTER)– Large Engaged Audience– Gets Retweets

• NUMBER OF BACKLINKS ( MORE LATER )• COMPARE YOURSELF TO OTHERS• FACEBOOK IS SOCIAL (BIG BUT CLOSED)• TWITTER IS MEDIA AND OPEN ( FOR

NOW )

@walkergv

TOPSY.COM – QUICK WAY TO EVALUATE TWITTER SHARES

BIG FOLLOWER COUNTS Following More than they are followed.

ME! – 136 Followers (yeah me!)

OWNER OF PPC ASSOCIATES Respected Well Known Guy & Good Audience

MY FRIEND TODD – Works at PPC AssociatesDoes have 5000K Followers – Highly engaged

REAL PERSON – 100 Followers

REAL PERSON – 36 Followers

@walkergv

HONEST SELF EXAMINATION

• ENGAGED FEW PEOPLE OUTSIDE THE COMPANY (PPC ASSOCIATES)

• NO RETWEETS, FEW TWEETS FROM INFLUENCERS*

• LOOKED LIKE I GOT SOME LOVE BUT NOT MUCH

• CONTENT WAS NOT THAT SUCCESSFUL

WE ALL WANT MORE LOVE

@walkergv

Y U GET SO MUCH LOVE?

THERESA BAIOCCO51 TWEETS30 LIKES27 PLUSSESSSES…10 INSHARES

TWEETED BY@Bryan Eisenberg (24K)World Leader in CRO

@walkergv

WHATS SHE GOT ANYWAY?

• BETTER HEADLINE • POPULAR INDUSTRY TERM – Conversion Rate

Optimization• TOP 10 STYLE – 3 Things That

• LOTS OF ATTRACTIVE VISUALS• YOUTUBE VIDEO• SCREEN SHOTS

• CONVERSATIONAL TONE IN WRITING“Next, configure those goals in analytics so you can measure the completion rate. Most people who have installed analytics have not configured their goals. Have you?- If not, do that now.- I’ll wait.”

@walkergv

TERESA, Y U SO SMART?

RIGHT FROM HER ARTICLE, ARGHHH

• DEFINE KEY PERFORMANCE INDICATORS

• FIGURE OUT WHAT’S PREVENTING PEOPLE FROM DOING (X) ON YOUR SITE

• TEST FOR IMPROVEMENT

@walkergv

WHY TWITTER IS AWESOME

ENVY ISN’T ALWAYS BAD

@walkergv

BOOK RECOMMENDATION

@walkergv

TAKE ANOTHER KICK AT THE CAT

@walkergv

DON’T BE INSANE. CHANGE AND ADJUST

• BETTER HEADLINE • POPULAR INDUSTRY TERM – PPC (Pay Per Click)• TOP 10 STYLE – (Steal Like an Artist)

• ATTRACTIVE VISUALS• Friendly Shot of My Dog (Lilly is so cute!)• Charts and Graphs

• CONVERSATIONAL WRITING TONE• “Say you owned a small pet store, and you wanted to expand into pet grooming.

You found out from a reliable friend in the pet-grooming business the next town over that she advertises using local pay-per-click ads. It just so happens that a groomer friend is looking for a weekend job to pay some bills, and you wouldn’t mind making a few extra bucks, especially since your store is already open from 8am-4pm on weekends.”

@walkergv

MORE SHARES (GOOD)POST 1

POST 2

@walkergv

BACK TO TOPSY.COM – MORE ENGAGEMENT (Better!)

Blue train (7.2K Followers)

ME! – 136 Followers (yeah me!)

TODD – (6K Followers)

Owner of PPC Associates (5K Followers)

Lyena Solomon– (2.3K Followers)

David Szetela– (62.1K Followers)

Image Minded – 3K Followers

Kent Lewis – (36.6K Followers)

Real Person

Real Person

Real Person

Real Person

@walkergv

HONEST SELF EXAMINATION

• 4X MORE FB LIKES and INSHARES

• TWEETS FROM INFLUENCERS OUTSIDE COMPANY

• COMPLIMENTS FROM FRIENDS (EGO STROKE!)

• CONTENT WAS INCREMENTALLY BETTER ENGAGED

• TERESA, I AM COMING FOR YOU! (IN A NICE WAY)

RELATIONSHIPS ARE

HARD WORK

JUDGEMENT IS EASY!

@walkergv

GOOD ANALYSIS

• DEFINE YOUR GOAL (I WANT MORE PROPLE TO ENGAGE MY CONTENT)

• FIGURE OUT WHAT YOU WANT?(I WANT TO SHARE MY IDEAS ON WEB DESIGN)

• FIND OTHERS WHO DO IT WELL(PICK A MARK AND STEAL)

@walkergv

THE MARK

@walkergv

NOTE: DON’T PUT A BULLSEYE ON ANOTHER MAN’S WIFE. I’M OLD SCHOOL LIKE THAT

@walkergv

WHY PAPER LEAF?

• THEY SEEM TO DO IT WELL

• TALK ABOUT MANY OF THE THINGS I WANT TO TALK ABOUT (DESIGN WEB & OTHERWISE)

• PASS THE SNIFF TEST (HAVE TO START SOMEWHERE)

GATHER INFORMATION (LOTS OF IT)

@walkergv

YOU COULD BROWSE EVERY PAGE, OBSERVE AND TAKE NOTES.

@walkergv

USEFUL FACT: COMPUTERS ARE REALLY GOOD AT

GATHERING AND PROCESSING DATA.

@walkergv

FREE TOOLS FOR SPIDERING

SCREAMING FROG SEO SPIDER (FREE & PRO VERSIONS)(WIN, MAC AND LINUX – JAVA)XENU LINK SLEUTH (FREE BUT LESS FRIENDLY)

INTEGRITY FOR MAC(DUNNO – NOT MY BAG)

@walkergv

@walkergv

@walkergv

WHAT DO WE HAVE HERE?

A LIST OF 262 PAPER LEAF’S BLOG POSTS

COLLECT ALL THE LITTLE BITS

@walkergv

WORK SMARTER NOT HARDER

MICROSOFT EXCEL SEO TOOLS FOR EXCEL (FREE ADD-IN)

@walkergv

COLLECT SOCIAL SHARES

BUILT IN FUNCTIONS - FTW=FacebookLikes([URL])=TwitterCount([URL])=GooglePlusCount([URL])

SORRY

@walkergv

ADVANCED SCRAPING

USE XPATH TO PLUCK INFORMATION RIGHT OFF

THE PAGES. USE JSONPATH TO PARSE RESPONSES FROM

APIS

@walkergv

XPATH – WTF!!!

• A QUERY LANGUAGE FOR SELECTING THE NODES OF AN XML DOCUMENT

• IT WORKS ON (X)HTML – LIKE WEB PAGES!

• SEO TOOLS FUNCTION =XPathOnUrl( [URL], XPATH)

• YOU CAN ASK FOR CONTENT OFF A WEB PAGE• COMMENTS• POSTING DATES

@walkergv

@walkergv

PAGE HTML XPATH

<div class=“date”>September 24, 2012

</div>//div[@class='date']

<h2 id="comments">3 Responses

</h2>//*[@id="comments"]

IT’S PRETTY LOGICAL

@walkergv

JSONPATH TO PARSE THE API RESPONSE – HUH?

• APPLICATION PROGRAMMING INTERFACE (API)

• ALLOWS COMPUTERS TO TALK TO EACH OTHER IN A STANDARD WAY.

• MANY DIFFERENT SPECS SOME VERY COMPLEX

• WE ARE USING REALLY SIMPLE ONE!

• CALL A URL GET TEXT DOCUMENT FORMATTED A PARTICULAR WAY (JSON)

@walkergv

SIMPLE ONE

• SEO TOOLS FUNCTION IN EXCEL=JSONPathOnUrl( [URL], JSONPTH)

• The JSON PATH WE USED WAS - $.count• RESULT WAS 27

OWNS ALL THE LITTLE BITS

@walkergv

@walkergv

WHAT DO WE HAVE HERE?

• A LIST OF 262 PAPER LEAF’S BLOG POSTS

• WE HAVE THE SOCIAL OUTCOMES OF POSTS FOR OVER 3 YEARS! (3 YEARS OF B, S and T)

• WHAT WORKED FOR PAPER LEAF

• WHAT WE WILL STEAL… LIKE AN ARTIST

@walkergv

YOU COULD DO THIS FOR SEVERAL SITES YOU ADMIRE

CHISEL AWAY THE STONE

SO THE SCULPTURE WITHIN THE

ROCK IS REVEALED

@walkergv

WHAT HAVE THEY BEEN UP TO?

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Paper Leaf Posts Per Month

@walkergv

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2009 2010 2011 2012

Paper Leaf Social SharesTwitter Google Plus Facebook

LOOK AT THE DATA A NEW WAY

NOTE: JAN 2010

@walkergv

FILTER TO FIND MOREJUST TWEETS

@walkergv

@walkergv

MOST POPULAR POSTS ON TWITTER

•

• Color Theory Quick Reference Poster• How to Kern Properly: Essential Tips

& Resources• Elements of Design Quick Reference

Sheet• The Designer’s Most Important Skill

@walkergv

LOOK TO THE BRIGHT SPOTS

Fb Likes Google+ Tweets Comments External Links630 14 246 64 843

FIND OUT WHY IT’S POPULAR

@walkergv

FIND OUT WHO TWEETED - TOPSY

@walkergv

COMMENTS & POSTBACKS

@walkergv

HOW TO FIND OUT WHO LINKED TO YOUR CONTENT

• GOOGLE QUERY (link:www.paper-leaf.com) - Sample

• GOOGLE WEBMASTER TOOLS• BING WEBMASTER TOOLS

(SHOCKINGLY GOOD)• GOOGLE ANALYTICS (referral traffic)• COMMERCIAL PRODUCTS• AHREFS.COM (MY FAVORITE)• MAJESTIC SEO• SEOMOZ – OPEN SITE EXPLORER

(FREE - 30 day Trial!)

@walkergv

WHY WAS CT POSTER POPULAR?

• TIME, TALENT AND CAPITAL• PICKED UP BY SEVERAL HIGH PROFILE

BLOGS• webdesignledger.com• speckyboy.com

• TWEETED BY SEVERAL INFLUENTIAL PEOPLE - LIKE

MAKE AND SHARE YOUR OWN BRIGHT SPOTS

@walkergv

DO WHAT WORKS

@walkergv

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Paper Leaf Social SharesTotal

SEE... IT WORKS

@walkergv

FACT: REAL PEOPLE SHARE CONTENT AND YOU KNOW WHO THEY ARE

@walkergv

IDEA: TELL THEM ABOUT IT

@walkergv

@paweltkaczyk YOU LIKED MY LAST POST THOUGHT YOU MIGHT LIKE MY NEW ONE http://paper-leaf.com/awesome-poster

HELP WHAT WORKS

@walkergv

DEAR WEB DESIGN LEDGER,

YOU LIKED MY LAST POSTER THOUGHT YOU MIGHT LIKE MY NEWEST POSTER ON DESIGN. http://paper-leaf.com/awesome-poster

THANKSJeff

HELP WHAT WORKS

TAKE AWAYS

@walkergv

@walkergv

@walkergv

@walkergv

@walkergv

“Early to bed, early to rise. Work like hell and advertise!”

- Ted Turner

@walkergv

@walkergv