SearchFest 2013 - Why Tagging Matters
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Transcript of SearchFest 2013 - Why Tagging Matters
Tagging Matters
@rachaelgerson
@rachaelgerson
RG, SEER Interactive & “The Search Church”
@rachaelgerson
@rachaelgerson, not @rachelgerson
@rachaelgerson
Thanks
@rachaelgerson
Original topic
DARK SOCIAL
Ooh, sexy!
@rachaelgerson
Two titles
“How information spreads online and the danger in making decisions based on bad data.”aka“Tagging Matters”
@rachaelgerson
Tagging?!?
Tagging is not
interesting
It’s not advanced
It’s not sexy
Is it too late to go hear
Rand?
@rachaelgerson
Yes. Tagging.
It’s a necessary evil.
@rachaelgerson
Small business owners
@rachaelgerson
Small business owners
How much time & money to invest in digital marketing
@rachaelgerson
Big businesses
Budget season
Need to letdata speak foryour agency’swork
@rachaelgerson
Practitioner SEOs
Working hard to build RCS!
(Real Company S…tuff)
@rachaelgerson
What matters most to you?
?
@rachaelgerson
What matters most to me
My husband, my dog, my family, my team
@rachaelgerson
My biggest problem: Lack of time
My goal: Give each of you time back
@rachaelgerson
Starting today, let’s all vow, no more…
Time wasted on marketing efforts that don’t work
Ongoing analysis based on data that isn’t accurate
@rachaelgerson
No?
Oh man, I’m so excited about
tagging URLs for my marketing!
@rachaelgerson
Yes
How can I grow my traffic today?
@rachaelgerson
YES!
How can I grow my business
today?
@rachaelgerson
http://www.yoursite.com/?utm_source=google&utm_medium=ppc&utm_campaign=q1
Campaign SourceEx. Search engine, Newsletter name
Campaign NameName of promotion
or campaign
I want you to leave caring about tagging
Campaign SourceEx. Email, Organic, Referral
@rachaelgerson
I care about the tags.
You should care about what the tags mean.
@rachaelgerson
I care about your time
Deciding how to market
your business
Executing your
marketing efforts
Reviewing the impact
How to invest more
money & more time
next
@rachaelgerson
If your data is wrong…
@rachaelgerson
Let’s be clear
I don’t care if your data is right.
Accurate data for the sake of accuracy is useless.
@rachaelgerson
@rachaelgerson
Would you take this deal?
You give me
I’ll give you
@rachaelgerson
Know what sucks?
@rachaelgerson
You’re the Director of Marketing
Time to make some $ decisions for March
How to most effectively allocate your budget
@rachaelgerson
January conversion breakdown
Should you cut your email marketing budget?
@rachaelgerson
bit.ly/how-to-tag
Not going to tell you how to tag your links
@rachaelgerson
Recent training
@rachaelgerson
Remember these guys?
@rachaelgerson
Goofus
Gallant
@rachaelgerson
Twitter – Goofus
I find & tweet great content.
Since t.co shows up in GA, I’m doing
it right.
@rachaelgerson
Twitter – Gallant
I tag every URL I share on twitter. I get better
data & can more accurately gauge the value of my efforts.
@rachaelgerson
Gallant knows…
@rachaelgerson
Gallant knows…
How to gauge his impact
@rachaelgerson
Some simple twitter math
Let’s assume 10 hours/week
40+ hours/month
~500 hours/year
3 weeks tweeting
@rachaelgerson
Facebook – Goofus
GA knows facebook traffic. It comes in as
facebook, even knows it’s social. I don’t need
to do anything.
@rachaelgerson
Facebook – Gallant
I tag facebook traffic to get more information,
better accuracy, and tie campaigns across different media
@rachaelgerson
Gallant knows…
@rachaelgerson
Email – Goofus
I send great content out to our email list. I
don’t need to tag, since I can track in
my email platform.
@rachaelgerson
Email – Gallant
I tag every link in my email campaigns to get the most data
possible.
@rachaelgerson
Gallant knows…
Email can come in as Referral or Direct
@rachaelgerson
Pinterest – Goofus
I learned months ago that you can tag links
in Pinterest, so I always do.
@rachaelgerson
Pinterest – Gallant
I was sad when Pinterest started cutting off
parameters. Now I focus my tagging time & efforts elsewhere.
@rachaelgerson
Organic
G&G can take a little break, GA knows
Goofus, please don’t try to mess with this
@rachaelgerson
Paid Search – Goofus
I manage paid search from
AdWords. I don’t need GA.
@rachaelgerson
Paid Search – Gallant
I connected AdWords & GA to share data,
then manually tagged other paid search.
@rachaelgerson
Gallant knows…
@rachaelgerson
Have you tagged everything?
How’s your tracking on-site?
@rachaelgerson
Have you tagged everything?
How’s your tracking on-site?
Paid Search Landing Page
No GA code
Page 2GA code
Paid search just gave away their credit
@rachaelgerson
Don’t give away your credit on purpose
@rachaelgerson
Now do you think your tracking is perfect so your data’s 100% accurate?
@rachaelgerson
bit.ly/direct-wrong
@rachaelgerson
@rachaelgerson
Chat
How do we track this??
@rachaelgerson
Text
How do we track this??
@rachaelgerson
The Serenity Analyst’s Prayer
@rachaelgerson
Control the initial spread
Tag your links
Make it easy for others to share
Accept that there will always be a portion you can’t explain
@rachaelgerson
Once everything else is “controlled”
DARK SOCIAL
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General tracking statement
If you’re a __________ and you’re not tracking to take your credit, your job may one day be in jeopardy.
@rachaelgerson
Tools
@rachaelgerson
Google’s URL builderbit.ly/url-builder
@rachaelgerson
Downloadable tracking sheetbit.ly/ana-pros
@rachaelgerson
Quick tag with templatesbit.ly/chrome-url-builder
@rachaelgerson
Bitly as an ANA resource
http://www.seerinteractive.com/?utm_source=newsletter &utm_medium=email&utm_campaign=june
Shorten, customize, track
@rachaelgerson
bit.ly/sf-ga
@rachaelgerson
bit.ly/analyticshelper
@rachaelgerson
Tag…
To save time.
To save money.
To build credibility.
To drive sales.
@rachaelgerson
As if your job depends on it.
Tag…
As if your business depends on it.
To get your credit. You earned it.
@rachaelgerson
Questions?
Thank you!