On this week’s episode of Whiteboard Friday, Jo Cameron — Moz’s Studying Crew Supervisor — dives into the method of addressing and capitalizing on site visitors spikes, together with the best way to decide the place site visitors is coming from and what to do with the elevated consideration. Take pleasure in!
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Hello. Welcome to Whiteboard Friday. I will be speaking by the journey that you simply embark upon if you discover a sudden change in site visitors to a selected web page in your web site. In our case, this was a sudden and constant improve, which can on the face of it look nice.
Chances are you’ll understand that that is precisely what you and your purchasers have been striving for. However as we all know, site visitors funneling into your web site is not the tip of the story. You are additionally going to need that site visitors to transform. But additionally, when one thing like this occurs, there will be different classes that you may study and doubtlessly apply to different pages and areas of your web site.
I am Jo. I am the Studying Crew Supervisor right here at Moz. We create all of the course materials that you’re going to see on the Moz Academy. That is the place you may advance your search engine optimisation training and earn your SEO Essentials Certification. We additionally write the documentation for the best way to use the Moz instruments, and that is the place our story begins.
What’s driving the spike?
Over the summer season, we observed a reasonably drastic improve in guests to a selected MozBar assist web page. We wished to transcend attempting to know why we’re getting that site visitors and switch this into a possibility to help our firm targets.
So if you see one thing like this occur, your first query may moderately be: Why? Why are we getting this site visitors? What has modified? What has prompted this? And likewise, what will we already know from the metrics we’re amassing?
What do we all know?
On the Moz Studying Crew, we observe top-level metrics month-to-month, together with distinctive guests. We additionally acquire customer sentiment by the “Suggestions” button on the web page. And we additionally acquire reporting each month in our Moz Pro marketing campaign, utilizing Keyword Explorer and Link Explorer as helpful analysis instruments in our toolkit.
So to begin with, we had a dig into the month-to-month metrics on a extra granular degree. We regarded on the cadence of the site visitors in Google Analytics to see if this was a sudden spike or a constant pattern over time.
Now earlier than you will be completely assured within the high quality of your Google Analytics information, you might wish to clear up and filter that information. You may study all about this within the SEO Essentials Certification. With this course, we take you thru our search engine optimisation methodology, which lets you strategy search engine optimisation strategically. That is made up of 5 sections: analysis, audit, optimize, amplify, and iterate. Reporting sits within the fifth part of the methodology, which is iterate. Inside that, we break it down into consciousness metrics, on-site exercise, and the all necessary conversions. The teachings within the search engine optimisation Necessities Certification take you thru this in way more element, and you may obtain the search engine optimisation report card if you buy this course.
So again to what we noticed in Google Analytics, we observed an upward pattern that additionally mirrored the sample adopted by our earlier site visitors traits. We noticed these scallop shapes, which properly line up with the weekdays and the weekends. Chances are you’ll be used to seeing a distinct form relying in your trade.
We additionally checked out referral information in Google Analytics and in contrast this to what we noticed earlier than the spike. We additionally checked out how site visitors was getting into and exiting that web page by Google Analytics, and we had a dig round in Google Tendencies to see if we may determine any associated matters taking off. I am monitoring the assistance part of the moz.com area in my Moz Professional marketing campaign, and I’ve this related to Google Analytics. This pulls within the general visits and touchdown pages. That is the info that you’re going to see within the acquisition part of Google Analytics.
So whereas my group is targeted totally on one space of moz.com, this offers me an concept of the place this web page sits as a proportion of search site visitors in relation to different touchdown pages.
Now that is the place all of it begins to come back collectively. Underneath the rankings tab in my Moz Professional marketing campaign, I can now see the touchdown web page information cross-referenced with my tracked key phrases and their rankings. So I may also see search quantity and estimated visits for every tracked key phrase. We additionally entered the MozBar URL into Key phrase Explorer to evaluation the rating key phrases for that URL, after which added these key phrases to my current marketing campaign to trace them over time.
We all know that search engine optimisation and search engine optimisation reporting is iterative. So by constructing out your tracked key phrases on this means, it will enable you to fill within the blanks as to which key phrases are sending site visitors to your web site.
We additionally noticed some fascinating information from the “Customer Satisfaction” button. That is the thumbs up or thumbs down choice that you may choose on this web page and usually signifies if the content material was useful or not.
We noticed that there have been much more folks responding that this content material was certainly useful. So this isn’t solely optimistic for my group and I, nevertheless it’s additionally informative. It gave us a very good concept that the content material on this web page was usually matching the intent of the guests. So we checked out all of this collectively, and we drew some conclusions.
It did not seem to be this customer site visitors was coming from one specific supply or marketing campaign that we may moderately attribute this to. It regarded prefer it was reflecting our earlier site visitors traits, simply much more of it. So it is most likely fairly necessary now to clarify a bit extra concerning the web page that we’re investigating.
The web page is about MozBar. It is an overview of how to use our free Chrome extension. Now it will even be remiss of me to not point out the truth that we’ve got had an enormous shift this yr when it comes to adjustments to our lives and companies because of COVID-19, which has had an enormous affect on how folks spend their time, how companies are run, and plenty of, many different areas of our lives.
So after we checked out information for that web page, along with all the opposite reporting metrics, we took a step again and we thought, “Properly, what is that this web page about, and the way has this shift impacted demand for most of these instruments?” Due to these two issues, nothing else actually standing out as a flag to point a single occasion and this world change, we began to lean in the direction of this being a part of a rise in demand free of charge instruments.
MozBar is a free extension that sits on the high of your Chrome browser, and it shows hyperlink metrics in your pages that you simply go to on the net. It is also acquired another helpful options, like the flexibility to focus on various kinds of hyperlinks, so it may possibly present you inner or exterior hyperlinks on a web page, and to verify your on-page components, and so forth. So with all of this data we collected, we’re now circling round understanding what prompted this.
What will we do with the site visitors?
The trick for us wasn’t simply to determine why this was taking place or why it occurred, however to show this into some type of optimistic motion. So what we determined to do was to check driving site visitors immediately from these pages or this specific web page to our key Moz initiatives. So this may be our personalised, one-to-one walkthroughs of the Moz Pro tool and the Moz Pro free trial.
This was a fast edit for my group. We may add these in there pretty shortly to check this out. We already know that this web page is doing a standup job of serving to folks to know the best way to use MozBar, so let’s have a look at if they’re all for our different search engine optimisation instruments. We added size to this web page to assist folks determine what to do subsequent as soon as they’ve given MozBar a go.
And what we came upon was that we’re certainly seeing folks taking us up on this supply, and they’re clicking by to have a chat with our wonderful Onboarding Crew and in addition to take a look at the Moz Professional 30-day free trial. So with this comparatively small quantity of effort from my group we have now began to gather information on customer habits that may higher inform future selections and future tasks.
Thanks a lot for becoming a member of me right this moment. I hope that this helps.