Benchmarks on traffic; SEO to social

Traffic sources, balance google seo sea branded unbranded direct and other campaigns traffic.

traffic_sources_overview_google_analytics

What to look for:

I am really looking for a balanced portfolio of traffic sources. Search, Referring Sites, Direct, Campaigns. Which one is strong? Which one is missing?

Based on my own humble experience the site on the left is what approximates the kind of “best practice” (note the quotes) you are looking for.

Around 40% to 50% Search is normal. If the number is too big (site on the right) it indicates an overexposure to search rankings and algorithm changes (not good at all). If it is too low you are simply leaving money on the table. And of the search traffic, you want a big portion to be Organic so you are not just “renting” traffic or suck at SEO.

20% or so Direct Traffic. If the web analytics tool is implemented right these are all your existing customers or people from offline campaigns. You want a healthy amount of both. If direct traffic is low, I worry if you are any good at customer service / retention (the latter is so often just an afterthought).

20% to 30% Referring Sites. You can’t just rely on search engines or spending money on campaigns. A healthy web strategy includes a robust amount of traffic from other sites that link to your products and services, and praise (or slam!) you, or promote you on Twitter and Facebook and forums and otherwise link to you. Free traffic (usually) and you do want that (for many reasons).

10% Campaigns. Google Analytics (sub optimally) calls this Other. It is email campaigns, display / banner ad campaigns, Facebook display campaigns, social media campaigns etc. You want at least 10% of the traffic to be the ones you invite to your site deliberately, after solid analysis and great targeting. Outside of Paid Search. It’s a sign of a healthy business that has a diversified customer acquisition strategy.

Beginner's Guide To Web Data Analysis: Ten Steps To Love & Success

Facebook next Netflix?

“the happier and more positive people feel about using Facebook, the more they’ll return to the platform. The more content they’ll consume and share. The more video and live broadcasts they’ll watch. The more they won’t mind being shown ads!! 😉 And, eventually, Facebook will win more exclusive streaming rights for major events, just like they’ve done for some sporting events, and the recent Golden Globes red carpet pre-party. (Keep in mind Facebook bid $610M for the Indian Premier Cricket League and lost out to a $2.5Bn bid!). Super Bowl on Watch one day, anyone?! 🏈”

📢 Three weeks into 2018 and we have three major Facebook announcements… what does it all mean? Check out my ❼ points…

Geplaatst door Mari Smith op vrijdag 19 januari 2018

Video strategy


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Next part of your #content and #social #strategy, is #video #strategy.  “Since video will be even bigger in 2018, it’s important that you develop a video strategy ready to compete in your market and measure your video view metrics on a larger scale so you know with confidence you’re receiving the largest share of the audience’s attention.”

Facebook face recognition

#Facebook, #privacy and #face #recognition, #not-me: Now, if you’re in a photo and are part of the audience for that post, we’ll notify you, even if you haven’t been tagged. You’re in control of your image on Facebook and can make choices such as whether to tag yourself, leave yourself untagged, or reach out to the person who posted the photo if you have concerns about it. We always respect the privacy setting people select when posting a photo on Facebook (whether that’s friends, public or a custom audience), so you won’t receive a notification if you’re not in the audience.