Confab, the premier content strategy conference, is only a few weeks away! Deborah and I are gearing up to speak about a subject near and dear to both of our hearts: search data. More specifically, how Humans Make Search Happen: Using Behavioral Data to Debunk SEO’s Sullied Reputation. Intrigued? You should be! It’s going to be awesome.
But in all seriousness, how search data plays with content strategy is an important – and often misunderstood – topic for digital marketers. The notion persists that search data, from impressions to sessions to click through rates and beyond, is somehow disconnected from the people content marketers strive to reach.
In our presentation, Deborah and I illustrate how all digital marketing metrics derive from the actions of people humans. Impressions? The number of eyes that saw your search result. Sessions? The number of people who visited your page. Click through rate? The percentage of people who saw your search result, liked it, and clicked on it.
These metrics can be incredibly powerful for content strategists, providing insights that can improve or direct their strategies. But, we recognize that these numbers can be difficult to understand, especially when presented together. Deborah and I provide a few data stories that illustrate how to read these metrics and understand the story behind the numbers. Here are the data stories you’ll be hearing in May:
- The Case of the Lone Metric
- The Case of the Unexpected Interference
- The Case of the Apples & Oranges
- The Case of the Star Player
- The Case of the New Kid on the Block
Finally, it’s important to remember that you, (yes you!), content strategist, can log into your analytics and see this information for yourself. Google Analytics is not just for the analysts anymore! It’s crucial to understand how your content performs so you can continue to meet, and exceed, your goals.
Our presentation starts at 2:50 on Friday, May 22nd in room L. If you have any questions for us beforehand, feel free to tweet at us at @fightwithknives and @KatiePennell or just use our hashtag #HumansContentData. We are beyond excited to share our special brand of nerdiness with the Confab crowd and hope to see you there!