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Using Readership Analytics toBuild a Culture of Thought
Leadership Jennifer Schaller, Managing Director
Nicole Minnis, Lead Publications Manager
Manage Expectations. Begin with the end in mind.
SEO Changes and Simple tweaks. How will success be measured?
75,000+ hits
About 50% international readership – large readership from educational Institutions
80% of links into the article from social media, blog comments
More than 80% of traffic to this article came from people on this website.
WalmartCrate and BarrelBank of America
SafewayCity of Madison, WICity of Rockford, IL
SEO Changes – More Non-Link Search Results
SEO Changes– Increase in Universal Search Integrations
SEO Changes– Increase in
Universal Search Integrations
SEO Changes– More Emphasis on Local
SEO Changes – Increase in Universal Search Integrations
The Whos, Whys and Hows of the Click Through
Click Through-able Titles [Useful, Ultra-Specific, Urgency]• Use Brackets in Headline [VIDEO] [INFOGRAPHIC] [WEBINAR]
• Implementing a Counterfeit Enforcement Program [VIDEO]
• Who – Specify: Company Involved in Law Suit, Type of Tax • Court Refuses To Reconsider Bifurcation Order [sad]• Include State, City Company Name, Celebrity Name • Include Terms Folks Will Use In Search: Short Versions of Case Names
(No Cites), Legislation Names & Abbreviations, Circuit name
• UltraSpecific – Use Numbers, Use Dates (also can create urgency)• Ten Ways 2016 Election May Affect Privacy and Data Security Law• June 1: OSHA’s Revised Hazard Communication Standard Deadline for
Compliance
Click Through-able Titles Most Important Words at the Front
• Most Important Words at Front: Over 65 characters gets cut
Algorithms Don’t Appreciate Wit, Irony, Humor, or Style. [Mashable]
• Most Important Words at Front: key words first then hook
• Ask Questions
SEO – Many Factors Working Together
Identify one or two attorneys who have:• Shown that they
understand the value of thought leadership AND
• Have the best track record of following through with new initiatives
1. Quantify success of existing content2. Provide insight and direction for future
content
It’s not your fault!Google analytics is not user friendly.
Set your date range!
Behavior: Unique Pageviews and Time Spent on PageBehavior > Overview
Audience: Geographic Location of ReadersAudience > Geo > Location
Audience: Geographic Location of ReadersAudience > Technology > Network
Click the Provider
Secondary Dimension > Behavior > Page
Articles read by people at the SEC
Acquisition: Who has linked to your content?Acquisition > All Traffic > Referrals
Click through
Click to open page where your content is linked
Quantify success of existing content• Behavior: Unique Pageviews and Time Spent on Page
• Audience: Location of Readers
• Acquisition: Who has linked to your content?
1. Quantify success of existing content2. Provide insight and direction for future
content
Audience: Geographic Location of ReadersAudience > Technology > Network
Acquisition: Who has linked to your content?Acquisition > All Traffic > Referrals
Click through
Social media sites
Acquisition: What keywords were searched for to get to your contentAcquisition > Search Engine Optimization > Queries
Queries = Keywords
Sharing Data – Create reports• Get concrete information to attorneys
• Tap into competitiveness
• Even if legal marketers don’t create reports, can direct right people to create them and facilitate sharing.
Behavior: Unique Pageviews and Time Spent on PageBehavior > Overview
Creating Reports in Google Analytics
Creating Reports in Google Analytics
PDF report
Sharing Data – Create reports• Get concrete information to attorneys
• Tap into competitiveness
• Even if legal marketers don’t create reports, can direct right people to create them and facilitate sharing.
