At last year’s InboundCon, Krista LaRiviere (CEO of gShift Labs) kicked things off with a fantastic talk titled Incorporating Search, Social & Mobile Discoverability Trends into Your Strategy.
Krista has been named one of Canada’s Top Ten Technology Titans, so if you want to learn more about setting up the perfect digital marketing strategy, be sure to watch the full talk below.
And make sure you don’t miss out on this year’s InboundCon on October 08. Tickets are currently 50% off with our limited quantity Super Early Bird Special, register now before they’re all gone.
So, I couldn’t sleep last night. I had this… I woke up around one thirty from this horrible, horrible dream and I haven’t told Dev about this yet. But Dev, I had a dream about you and actually Joel was in it too and I was presenting and I looked out into the audience and only Joel and Dev were there and I just kept talking… presenting… really didn’t faze me. So, that’s the bad news. The good news is that they were both fully clothed.
Right. So I’m dreaming about Dev and Joel. Anyways, as Dev mentioned my name’s Krista. I’m the co-founder and C.E.O. at gShift labs and gShift is a content marketing performance metrics platform for SEO social and mobile and that just so happens to be the themes that I’m going to be talking about this morning. We also like to call ourselves a web presence analytics for brands and agencies and so… how many folks… just a show of hands so I know who’s in the audience… how many people work for an agency? Okay, and how many work directly for an in-house brand, in-house marketing team? And then in terms of sort of sophistication, how many people have been in the digital world for say ten years? Eight years? Five? Four? Just started today? It’s always a good time to start.
Okay, that gives me a pretty good idea and so I’m going to be talking about, really… Let me just go back here for a second. Anyways, I want to talk about this collision that’s happening in the marketplace of paid, owned and earned media. I want to talk about mobile ready opportunities because I think that’s a massive missed opportunity for brands to get their content discovered on mobile devices and to really start to think about that. I want to talk about search behavior in discoverability.
Okay. So we’ll talk a little bit about that. Social keyword research… We’re going to talk about the importance of keyword research in all of this and I want to talk about data and content performance metrics among many other things and the outcomes that I want you to have… I’m going to arm you with these five smart questions and there’s actually a document in your folder that I’ve listed the smart questions so you don’t even have to write them down. I’m just giving you something to think about, right, and these are sort of high level questions that you really don’t need to know the answers to them right now but you need to go back and ask your team or ask your agency if they are indeed addressing these questions and then I want to arm your brand with an edge in search, social and mobile.
So just a little bit about gShift and then I’ll get on with it. gShift, I founded in 2009. It’s my third digital marketing company. I live and breathe digital. I even dream about it, Dev and Joel. And so what our platform does is we’re very… Our D.N.A. is very much data and very much content and I’ve lived and breathed this stuff for about fifteen years now and so our software as a service platform goes out every single day and collects all kinds of data about your web presence if we’re indeed tracking it.
And we collect this data for the sole purpose of optimization so that’s search engine optimization… data to help inform the process so that your content can be discovered at the right time and the right place and so we collect billions and billions and billions of data points. You can think of us as a big data play for content marketing and we sell into agencies and brands all over the world. Twenty two different countries including Turkey… met somebody this morning from Turkey. Yay, Turkey. And we transform those big data insights into intelligence for decision makers, for agencies and brands and so we really like to say that we inform the content marketing workflow process. So hence the theme of my presentation. And so what’s really going on out there. You know, in 2014 and 2015 there’s a really big opportunity I think for marketers and for agencies to really bring together some of these concepts into an integrated marketing strategy… digital marketing strategy… and so you probably look at this word cloud and I love word clouds… they’re really simple… and so this was a word cloud put together at the end of 2013 by Adobe and Econsultancy and they went out into the US market and they interviewed hundreds of digital marketers, primarily senior level, and they said what do you think the biggest opportunity is for your brand in digital marketing in 2014.
And these are the words that came back. Content Marketing optimization, mobile optimization, social, customers and so… Does anybody feel like they’ve totally nailed this key word cloud? Like “Oh, yeah. We’re doing that. I can leave now. I don’t have to stay here for the rest of the day.” This gentleman here has totally nailed it. Where are you from? Or are you joking? Have you totally nailed this key word cloud? Okay. And I think that we’re doing some of these things but we’re doing them in silos and you know even gShift’s marketing team is guilty of this. We’re not always bringing together all the concepts for complete optimization of a digital marketing strategy and the folks who do are really going to knock it out of the park and so you know when you take a look at this word cloud and you take a look at what’s happening in the digital space, what we’re seeing and the services… because gShift does some services.
The lines are really blurring between paid, owned and earned media… these three traditional pillars of digital marketing. Okay. And so really at the core of all of this… and there’s a reason why this is happening at the core right at that center… the intersection of those three circles… those three traditional pillars of digital marketing is content. You can’t do paid anymore without a strong content marketing strategy. You can’t do owned properly and you can’t do earned properly without a strong content marketing strategy and so I am going to focus the rest of my presentation on those owned and earned pillars. I’m going to leave paid for… I see Andrew Yang just walked in… and he’s from Bing and I think you’re speaking and he’ll be talking all about paid but owned and earned is really where it’s at for brands where the big, big opportunities are. So when I say owned and earned, just to make sure we’re on the same page. That’s, you know, earned media is, you know, P.R. social, you need to earn the discoverability of your content in those channels. Owned – that’s content that you own on your own domain.
Okay. And so this again is from Adobe Econsultancy. It’s from the same study and this was one thing that a marketer came back with in that study. The most important opportunity is content as this pervades all the digital media that we’re using to reach our audiences and so I think that there are two things that you need to be successful for the rest of 2014 and into 2015 and 2016 and that is to take this sort of intersection of those overlapping circles and sort of flip it on its side and start to think of content as the source of your success. Okay, and then the SEO, the social, the organic search, the paid search, the P.R. or the email marketing. Those are really just distribution points. Focus on and invest in your content marketing strategy.
Think of those pillars now flipped over on its side as a distribution point to get your content into the eyes of your audience at the right time at the right place when they’re ready to make a buying decision for your product or service. Okay. So that’s the first thing you need to do. The second thing that you need to do is get buy in. You need to get buy in of all of this stuff. And so this is a chart that’s been developed and it’s going to be published next month in Harvard Business Review and I probably shouldn’t even be showing it so don’t tweet it. No tweeting. No picture taking.
Anyway, I love this because it’s all about saying that digital strategies and digital marketing you need to get buy in and so there’s these four quadrants and you take a look at it and you should identify where you think your organization is. Are you a beginner? Are you a fashionista? Are you a conservative? Are you a digital master? And we should all strive to be digital masters, right? And so the beginners want to go through some of these points and somebody needs to give me some time or how much time I have left because I can talk forever. Are you a beginner? Is your organization a beginner?
Management is skeptical of the business value of advanced digital technologies. Maybe carrying out some experiments in mature digital or digital culture, right. And that’s a term that I want you to remember… the digital culture… and I’m starting to think about that more and more. Digital masters on the other hand, so that upper right hand quadrant. Overarching digital vision. Many digital initiatives generating measurable value and crossing silos.
Okay. We have to stop doing those random acts of digital marketing in the silos so let’s like fire our an email blast, do a paid search campaign. Those are just random acts of digital marketing and they have to stop being executed in silos. So keep that in mind and we’re going to come back to that. And so a brand’s digital web presence is largely based on continuously controlling the conversation. This is why we need management buy in with all of this. Because I think in that… the graphic over on the right hand side… that’s all that stuff that’s out there and I think that management doesn’t understand that people are having conversations about their brand and external people to the organization are in control of their digital culture and we’re not controlling the conversations because we’re not controlling our own content marketing, right.
And so conversations are happening and so this is why we need to get buy in because that culture is not in our control anymore unless we have the content marketing that’s distributed properly into the right channels at the right time on a continuous basis so that we can manage and control our own digital culture and conversations. So I want you to be there. I want everybody to strive to be a digital master. And so I’m not making this stuff up. This content marketing stuff. In the US alone it’s a forty four billion dollar industry and I think that that’s understated for the U.S. B. to C. and B. to B. content marketers all over the place are spending more and more and more but they’re having a difficult time measuring the investment on that or the ROI on that. We’ll talk about that in a bit. And so why is there this focus on content marketing. Google and Bing. Where is Andrew? I have to always remember Bing. Right. So Google started making these massive search algorithm changes a handful of years ago now, right. Penguin, Panda blah blah blah you can’t trick… because this is about discoverability.
You want your content, your brand, to be discovered primarily in the search engines also in social but you can’t do that now by tricking them. Thankfully. I’m glad those days are behind us. It’s now about a solid content marketing strategy and getting that fresh relevant authoritative content into the eyes of your audience at the right time. So I thank Google and Bing for making those algorithm changes. SEO in my opinion is a four letter word. I hate the term S.E.O. By the way, I’m surprised I haven’t sworn yet. I am from Barry so I have a potty mouth and I haven’t sworn yet. It’s awesome and must be… it’s a new world record for me. S.E.O. I hate but I love. I love it, I’m obsessed with it because it’s such an art. There’s no right or wrong answer. It’s always challenging. It’s neverending.
If you do it right you can win. But that term is really, really dead, right. But it’s still important to be… to focus on the discoverability of your content, right. Everyone… so this is a serp – search engine result pages from Google and Bing and everyone is still looking at that left hand side of the search results – the organic search results. So a lot of people say SEO is dead. It’s really not. There are billions and billions of searches done every single day and everyone looks at the organic side of search and they look at it for a long time. They look at the organic side of Search for about 14.7 seconds in Google and 10.7 seconds in Bing. Compare that to the paid side of search. Only 28% look there and they only look for 0.16 seconds. I mean, I hardly look there and there are many reasons for that and then the 100% of the people who are looking at the organic side of search, 94% of people are actually clicking on the organic side of search compared to only 6% clicking on paid, right. So owned and earned organic side need to focus on that. Paid is still important. Paid is… It’s very healthy to have a paid component of your digital marketing strategy but it shouldn’t be the be all and end all. Okay.
So we need to get discovered and SEO that four letter word, and my slide’s a little squished. Sorry. SEO is integrated with everything G. Take a look at these numbers. So SEO is integrated with everything. So this is a sample study = search engine marketing professionals organization. Has anybody heard of it? Is anybody a member? Shit. Andrew is. So I’m on the international board of directors of Search Engine Marketing professional’s organization because I’m in love with search standards and teaching people the right thing to do as it relates to digital marketing so I really love that organization and we’re having an event in October and Bing is a major sponsor. And so this is… they went out and they asked a bunch of questions – To what degree are your search engine optimization efforts integrated with the following digital marketing disciplines? And just take a look at the first column there… content marketing – 45%.
So just remember that number because I actually noticed a pattern in my numbers just this morning. So S.E.O’s integrated with content marketing and with all of the search engine changes as well as… we’ve indicated… So over on the… What is your right hand side? The percentages… We believe that first of all the services approach called the hierarchy of web presence optimization is the best way to win over the long term with a content marketing strategy where your brand’s content is discoverable in search and social and mobile. Again at the right time and the right place. And so you can still… you still have to do that technical SEO stuff and keyword research. All really important. Addresses certain major algorithm changes that have been done but the bulk of the focus, the bulk of the service offering, the bulk of your budget should be content marketing and there just happens to be a similarity with the last slide… that 45%. Whoops. Shit. We believe that about 45% of your digital budget should be content marketing. Okay. Is anybody here at that level focusing that much of the budget on content marketing? More? Less? Zero?
What the hell is content marketing? And so the integrated digital marketing investment. Take a look at this. So this is a collection of data that we put together from our customer base so we took all the services contracts of a bunch of major brands that we work with. And coincidentally most of their budget is on content marketing. Okay. And it works. It really works. So what is content marketing? If we’re not… just make sure we’re on the same page… Content marketing is a process. You can’t do marketing without content. Even back forty years ago you had to have a piece of content to market and so it’s a process and the process varies in degree of expertise from brand to brand, company to company. Some have very sophisticated processes, some don’t. And so ultimately though, every marketer, every business owner everywhere is making a decision to create a piece of content to distribute that content somewhere. Search engines, social media, email, maybe snail mail. They should monitor that content and they should measure the results of that content. But those are big, big gaps. Right. And so what gShift does… We have a bunch of data and this isn’t a gShift pitch… maybe there are other vendors that do this, too.
We have a bunch of data that better informs the content marketing process so that you can make smarter content so that you can distribute it and distribute it effectively into the right channel. Monitor that piece of content every single day. So a piece of content, right. A blog post, a press release, a web page on your website, a tweet… anything that has a U.R.L that belongs to your brand is a piece of content. Okay. And then you have to report on it and so I think that the content marketing process for the modern marketer is not so much linear but it’s this ongoing process. You’re continually optimizing the content that you have and understanding how it is discoverable in Google, in Bing, in… what’s the search engine that just got announced as the default search engine for Apple. Duck. Duck. Duck. Duck. Go. Yeah. Duck. Duck. Go. Put that on your list. So it’s this ongoing process.
And of course you’re building relevant engaging authoritative influential content not just to be discovered but also for your audience, right. But hey, I get it. You’re sitting there. Its like “Wow, it’s a lot of work. I’ve a lot to learn, a lot to do.” And you can have agencies that do this, right, and the reality is that everybody is jumping on this content marketing bandwagon. All over the world S.E.O. agencies aren’t S.E.O. agencies anymore. They’re content marketing experts. Social media agencies… and I love this one the best. They’ve actually discovered that you can’t do social media without a piece of content. It’s amazing. And so they’ve become content marketing experts and B to B marketing agencies are adding the word content into everything that they do so you really want to take a look at your agency and I know Dev’s team is awesome. They really know how to do it and so you really want to just understand the level of expertise around any service offering that you’re buying right and so I think content is the next big spam. I think we’re all about to be buried in this big pile of content crap.
Just crappy, crappy content and so smart question number one for you to ask your agency, your in-house marketing team – Are we building crap content just for the purpose of building content because it’s so important to paid owned and earned or are we building smart content? And we’re going to come back to what smart content is. There’s a massive opportunity for mobile discoverability. And so when we’re executing on our digital marketing strategies whether paid owned or earned. Any piece of content. How is that piece of content discovered on a mobile device compared to a desktop? So when I do a search from my desktop at Google or at Bing, there’s a set of search results. That set of search result is different on a mobile device. How is my content discoverability different on one versus the other and how the hell do I figure that out? And there’s a massive opportunity I think for brands to pay attention to that because your competitor probably isn’t. So if you start paying attention to mobile discoverability and mobile content marketing first, you’re going to win. And so at gShift we collect a bunch of data. We track thousands and thousands and thousands of web presences every single day and so we got curious and so last January we started to track.
I was curious to know what’s the average percentage of organic visits to the same 6000 web presences from a mobile device. So every single month we’re tracking this and you can see the trend is increasing and it’s continued to increase over 2014. So we need to understand that our audience is more often searching from a mobile device to find what it is we’re buying and selling and if we’re not thinking about that in paid owned and earned you’re missing the boat. Okay. Let’s get that. And so this is Matt Coutts. You know Matt Coutts? Alright. Mobile is… So I heard him say this at San Fran search engine strategies. “Mobile is probably growing faster than anyone in the room expects. Mobile traffic to Google will surpass desktop traffic to Google pretty soon. Not in weeks or months but soon. And so it’s almost like we’ll forget about the desktop. I don’t care how my web presence performs on a desktop or how my content performs. It should just do mobile first because it’s not going away. Smart question number two. How does our discoverability in search and social differ on a mobile device compared to a desktop.
Ask your in-house team that. Ask your agency. I know Dev’s team will have a great answer. So what is this really all about? So, I do a lot of writing and thinking about SEO and social and discoverability and brand and culture and digital stuff and I really got fed up with the definition of SEO And so I’m always tweaking what I think SEO is about and what this is all about so this is what I think it’s all about. It’s… This whole effort of digital marketing is about this. It’s about the long term process. Long term. That’s really, really key. There are no quick wins. There are no overnight successes in this. The long term process of enhancing both the brand’s web presence asset and the opportunity for discoverability and search social and mobile throughout the prospects buying cycle and across any device and if you keep that in mind is the cornerstone of your digital marketing objective. You might actually kill the competition which should always be a goal. And so I think that the Web presence is one of the organizations most valuable assets. It should actually be listed on our balance sheet and as soon as I tackle world domination for web presence analytics and content marketing performance I’m going to tackle the accountants and get them to list web presences on balance sheets. You have to have big dreams. So this is another word cloud. Love it but I actually think this word cloud is wrong. So what’s the most untapped potential for SEO, that four letter word in 2014 and the markers came back with content and keywords and this is where I think there’s a really massive gap and this is where there’s the difference between content marketing and smart content marketing. Content marketing is just looking at content. You’re just building content. You have a content schedule. You have people writing blog posts. You should stop right there. That’s dumb content.
Smart content is based on keywords, highly converting key words, understanding the keywords that your prospects are actually using to try to find you. And so we know what keywords are. There’s branded keywords, there’s unbranded keywords. Your goal for your branded keywords for your company… so that’s your company name, your product names, all that stuff… Your goal for your branded keywords should be to dominate page one in Bing first and then Google second. How many people dominate the top ten for their branded keywords? So I’m talking about your company website, your Twitter account, your Facebook account, your whatever, right. If you don’t own the top 10 then get busy. Non-branded keywords, right. They’re more general. They don’t… They describe the product or service that your competitors are also selling right. And these are better keywords to attempt to rank for because you need to intercept your prospect in their buying cycle prior to the competitor intercepting them, right. And so the goal is discovering those highly converting keywords and building them into your content marketing strategy to create that smarter content and so this is really what… This is like the holy grail for me and this is where we’re ultimately innovating with our platform and there’s a bunch of… some smart questions to ask yourself. But it really starts with the keyword. I think that’s the biggest opportunity. The ongoing keyword research never ever ever ends.
To build the content and then understanding and asking the question – What stage of the sales funnel am I creating this content for? Am I creating it for the awareness phase, the interest phase, the evaluation… you know what… Why am I creating it? What is the intention for it and then where are my content gaps? Maybe all of my content investments are going into the awareness phase and I have nothing to help support the buying process as the customer tends to make a decision and evaluate my organization, my services, my product, whatever it is. So really getting smart about understanding the stage of the sales funnel that you’re creating that content for. And so content marketing is about people blah blah blah. I think that’s bullshit, actually.
I think content marketing is more about data and the folks who drive their content marketing strategy for ultimate discoverability, long term discoverability. If they derive that from great data they’re going to win faster and bigger than their competitor. And this is one of the biggest problems with content marketing. So this is CMI world. Was anybody at a content marketing world last week? Awesome. One. Well, yeah. That’s it. Yeah, you should go to content marketing world next year. It’s awesome, it’s massive. They’re really winning in terms of trade shows in the U.S. Really nailing a lot of the hot topics for digital marketers but producing the kind of content that engages prospects and customers is the biggest challenge for content marketing and you need the analytics or the data to inform that entire process and so I love data. Again gShift is all about data and so these are my six Ds to discoverability. So you need the data to make the decisions to deliver the content to make the difference to dominate for ultimate discoverability.
And I think that if you keep that in mind to get any piece of content that you’re writing, investing in, is it based on good strong data and I’m going to show you some data next, I think. So, does anybody know what this number is? Is 58 million. So it’s the… How much time do I have left? 15 minutes. Perfect, perfect. So 58 million. That’s the number of tweets per day. It’s probably more than that now because this stat is a couple of months old. There are 58 million tweets per day. That’s a massive amount of data in my mind. It’s a massive number of conversations and it’s a massive number of data as it relates to keywords because you can only pick a hundred and forty characters. So in your mind you’re already, when you do your tweet, you’re picking the best keywords that describe what it is you’re trying to communicate. And in my mind that’s a great source of keyword research data to understand the conversations that are happening now so I can control my digital culture so I can build the right content to intercept my buyer.
And so what is this? It’s eighteen minutes and that’s apparently the length of time a tweet lives if it isn’t retweeted ever. So it only lives for eighteen minutes and in my mind that’s sad because it’s a whole bunch of data that’s just lost. It’s lost data and so at gShift we’ve done something about this and… Is that cut off for you guys at the top or just for me? It says frequency of conversation… so what we’ve done in our platform is… I think that conversations that are happening in social is the best place to find the most relevant, accurate keyword data to drive the content marketing strategy. And so what we do for any keyword that matters to your brand and you see the red arrow, so… Content Marketing matters to gShift. We go into the Twitter feed and understand the frequency and the volume of conversations that are happening to understand if it’s something that people care about, right.
And so then we also do things like find the influencers and so this Stanford Smith guy… he has 23,000 followers and 20,000 friends and so I was like… and he talks about content marketing like 365 times over the past I think it was like seven days or something like this and so I reached out to Stanford and I was like “Hey Stanford, you’re talking about content marketing a lot. I am Christa from gShift. Can you tweet some stuff for us? Can you follow us and so he now tweets our stuff on a regular basis. I know that he’s an influencer because obviously twenty three thousand people care what he talks about. So think about how you can get your content in front of influencers who can then distribute your content into the audience that cares about the influencer. So just some interesting take on data as well as we’re collecting all kinds of related and associated terms and hashtags around any key word that matters to your brand so that you know… here we go video. Video content marketing was talked about 10,000 times over a certain period of time. I can write a blog about video content marketing and use the hashtag strategically and get my content into the eyes of people who obviously care about video content marketing. So smart question number three: What keyword research data sources are you using to inform our content marketing workflow process. If you’re using crappy data… so if you are indeed using data to inform your digital marketing strategy make sure it’s great data.
There’s a lot of free shitty data sources out there and it makes me sad that we put in effort to take data and build it into our digital strategy to make smarter decisions but it’s crap data. Okay. So just be aware of what the difference is between a great data source and a bad data source and related content. I love this one the best. This data source in gShift. I think one of the biggest gaps in the content marketing workflow process is not so much even the data. It’s we don’t take enough time to understand where to strategically distribute our content. We spend the time to write a blog, you know it’s a perfect blog we’ve written it for precisely the right stage of the sales funnel and then we just put it on our site and we tweet it a couple of times. We can go and tell you the sources because we’re scanning Twitter and we’re looking for keywords and we find a keyword that has a shortened URL we follow that shortened URL. we look at that destination page.
Does that destination page contain the keyword that I’m tracking? If so, bring it back so I can inform the process to say… I should try to get my blog post published on those external pages so that I think we’re really to sort of recap… I really think that we’re missing the opportunity to publish our content strategically and thoughtfully into the right channels… external sources that can really drive traffic back to your web presence. So my question number four: are we being strategic about the distribution and publishing of content? I think we need to spend more time in the process of doing that. Write less content. Spend more time distributing what you already have. Okay. And then I love this graphic. This is just like so simple, right. How far can we spread the message? This looks so simple. It’s so difficult and the tracking of it is difficult. But how far can we amplify our message?
So, again, distributing it again and again and understanding where those influencers are and how they can impact your business. I wanna talk about behavior and device because I think this is something that we need to think about a little bit more in digital marketing regardless of which pillar that we’re talking about. We all know what this is and I should have changed this, Andrew. I’m really sorry. Should’ve been a Bing search box. But we know what this is. It’s a Google search box. But what is this? Right. It’s a… this is what it looks like when you talk to the Google search box, right. And so think about the behavioral change that you exhibit when you do a textual search… so I had the opportunity to go to Hawaii and do a bunch of presentations in Hawaii. So this example is from that. When I do a textual search at the search box I’m probably going to type “flower store Honolulu”. Right. But when I do a conversational search whether that’s at the Google search box, the Bing search box or on your device, it’s going to be more conversational. And that changes the SERPs. It changes the content that is brought back for your prospect to search on. Right. And you can sort of see the difference.
And so think about when you’re doing your keyword research to inform the content marketing workflow process how the behavior changes because your discoverability does too and that’s really really massive and I think that we need to really think about… I’m gonna skip a little bit… how that impacts our keyword research. Like, a lot of times now when you’re doing keyword research, you’re saying “All right, here are the top ten keywords that I want to rank for. I hate hearing that sentence. It used to be that Flower Shop, flower store but now we need to consider the impact of the behavioral changes across device so instead of just “flower shop” and “flower store”, “flower store Toronto”, “shop Toronto”, “I am looking for a flower shop”, “I am looking for a flower store”. So think about what those phrases… how you can expand your keyword research to understand and predict the behavior of your prospect depending on the device that they’re searching from. Is everybody doing this? Is everybody sitting there thinking “Oh, we do that already.” Yes? You do that already? Awesome. Alright. And geography and device, right.
And so we all know if I’m standing here searching on my mobile device and I search on flowers store Honolulu as opposed to being in Honolulu on my device or on a desktop it’s really just different and so you need the data to understand a different point in the world if you’re a B. to B. or B. to C. I mean, the way you’re discovered at 100 Front Street is going…. on a mobile device… is going to be different than how your brand is discovered a block away from your competitor at 500 Young Street, right. And so knowing… having access to that data which is essentially keyword rank data but I like to call it discoverability data… understanding the difference how you rank on the mobile device for a keyword phrase at any geography point in the world compared to a desktop is really important information to have. And I’m almost done. Content level performance metric.
So how do you measure all this stuff, right? Because again it’s one of the biggest gaps in the entire process measuring the impact of performance in a piece of content. So it’s really important to have those content level metrics. So how many social signals did this piece of content produce over this period of time in any social network that matters to your audience. Understanding back links, because, yes, back links are still important to the SEO process. Understanding the back links, the great back links, that have been produced to that piece of content. Understanding all the key words that that piece of content may be discovered for which ones are highly converting and where are the opportunities to optimize which I think is the last smart question.
What are our content level engagement performance metrics in search and social and where are the opportunities to optimize? That’s a loaded question but it’s possible to find out all of your content level performance metrics and then… This is appalling. This is, I think, my last slide. I discovered this. So there’s… I was chatting… I’d been chatting about sort of some high level stuff and some… how the industry is changing. I want you to do this when you go back to the office or go and talk to the agency that you’re working with. Except for Dev because I know that they’re already nailing this. So we monitor a lot of web presences and I said to my engineers… It’s like I want to take 5000 web presences and I want to understand how many of them don’t even have Google Analytics hooked up, like no analytics system. And so this is all to say… I mean if you’re going to build smart content, that’s great. You’re going to measure it probably. That’s great. I think there’s some fundamental things as well that you need to take a look at and so here’s some data across 5,000 web presences. 28% of them don’t even have Google Analytics set up and then 42% of the remaining. So 42% of the 72% have zero conversions. It’s appalling. 19% have just one conversion, so Google Analytics goals and conversions… go back home, go back to the office and at least ask. And this is the bonus smart question – Do we have Google Analytics set up? Are we monitoring at all what the performance of our content is or any of those simple things like time on site, number of pages visited.
Those are simple engagement and performance metrics. Please do this because if you’re not doing this you can’t really start to do anything else. And how many people think that they don’t have Google Analytics hooked up or any analytics system? Because there are other analytics systems. How many have goals and conversions set up? You can set up like twenty of them. That was the other appalling thing. So over here in the data, you look at the top, there’s something like forty… only forty five web presences are maximizing the number of goals and conversions that are set up. And guess who does the services for those forty five? gShift. So just think that there’s a massive opportunity, go home and find out if you’re capitalizing on that. So to totally recap, keyword research is key to create smart content, to join the conversation to control your digital culture in search and social. Effectively publish that content, measure it and continue to optimize it and get yourself up into that upper right hand quadrant called the digital masters and you’ll take over the world and merci beaucoup and we have lots of resources that you can download and thanks for listening.