• http://wordswordsseowords.com/ Christopher Skyi

    I think of brand keywords as more navigational, e.g., I sometimes go to the ‘duane reade’ website, but I can never remember the url, mostly because I can’t spell it, so I let the search engine find it for me. Other times I know where I want to go, I’m just lazy about the url so I again let the search engine find it for me. You’re exactly right that this isn’t the direct results of SEO work. If a site gets a lot of referral traffic, then the brand name of a site may be on those other sites and that’s how people start using it in the search engine because they don’t know the exact url or they don’t have the referral link and they never bookmarked the site . . .

  • http://www.zenius.net/ Wisnu OPS

    I would add “page per visit” as the 4th:
    Some marketer think that high page per visit is always good. Well it might be good, but sometimes, it just represents bad navigation and bad information structure of the website, so that visitors need to go to several pages to find what they are looking for.

  • http://designpin.co/ The DesignPin Blog

    Interesting article and thanks for tips you included in it. I would also agree with Wisnu OPS that ‘page per visit’ is sometimes an indicator of problems with navigation that force users to wander across the site in search of the info they were looking for. I did not look at average time spent on a site as a mistake so it is precious info.

  • Anthony Smith-Chaigneau

    In your ROI section how on earth can you calculate that a $50 blog content spend will bring you $100 dollars in 1 year – Who on earth thought that one up? There is no quantifiable metric that can prove that blog content brings you anything ever and certainly who will remember what happened a year back that brought in revenue…We are playing with accounting parameters that make no sense whatsoever in marketing – In fact the whole ROI part of most marketing is pure fiction. ROI and NPV for tangible goods that have a COGS attribution I agree but for marketing it is delirious to even suggest it!

  • Jonathan Elder

    Bounce rate also has issues – a high bounce rate may be desirable where the page itself is the goal. For instance, a customer support self service help page with instructions to fix a problem should show a high bounce rate (and possibly a long time on page) if it solves the exact issue. contact pages often have high bounce rates as the visitor found what they were looking for, such as an address of phone number.

    There are ways to monitor some of these, such a phone conversions, but I always try to help customers understand the visitors motivation for reading the page will have a big effect on both time on page and bounce rate, and neither is inherently bad or good.

  • Juliette Kopecky

    Wisnu – I completely agree. One of the things we do here at HubSpot is frequently user test our software and our website. We’ll ask testers to complete tasks that we want visitors and customers to take (e.g. find pricing information, learn about our product, write a blog article) and observe how they do it. This helps us measure how intuitive our site and product are.

  • Juliette Kopecky

    Anthony – I would disagree that it’s not possible to measure revenue associated with a blog article. In fact, that’s exactly what the HubSpot software helps our customers do through closed-loop analytics (http://www.hubspot.com/products/closed-loop-marketing/). For blog content in particular, we’re able to track how many visitors, leads, and customers each piece of content brings in and/or assists in converting. From there, we can calculate the revenue associated with each customer and compare it to the cost associated with that piece of content.

  • Juliette Kopecky

    Jonathan – Absolutely! While these metrics are valuable, it’s always important to dig deeper into the intent associated with them and how it relates to your overall goals. As you mention in your example, your goal of the contact page might be to actually have people leave from the page. One way to test if that page is effective might be to measure how many people are calling in to the phone number listed vs. how many visitors are coming to that page. Thanks for your comment.

  • Anthony Smith-Chaigneau

    Perhaps you can in certain instances and academically…however you have failed to take into account the cost of the software, the time spent on such an exercise and the staffing cost to track over 1 year … If the analysis is so perfect as you want us all to believe we only need the CFO and an Ad-Tech geek in the marketing dept in the future and outsource all creative to save budget! The results are also so not that ‘pure’ … so for that reason I am very sceptical about treating marketing collateral as a ‘product’.

  • rs runescape accounts for sell

    If some one wishes expert view regarding running a blog then i suggest him/her to pay a quick visit this website, runescape accounts sale Keep up the pleasant job.

  • Juliette Kopecky

    Hi Isaiah – I completely agree. Sometimes it can be easy to fall into the “this is the way we’ve always been doing it” trap when it comes to marketing and even the analytics you use to measure. Thanks so much for reading and your comment!