Day two of Camp MozCon was everything we expected it to be: more networking, more marshmallows, and more brilliant presentations from the top minds in the industry. Speakers covered the SEO gamut — from research and content creation, to e-commerce, and more!
Not only were the presentations chock-full of insights, but the storytelling had us feeling as though we were all sitting around the campfire. Everyone was dialed in and ready to turn insights into actions.
More Than Pageviews: Evaluating Content Success & Correcting Content Failure — Dana DiTomaso
Dana started the day by making us think: what is the best way to measure content success? And she didn’t just mean which KPIs should we measure, but also how we are going to track those KPIs.
The example she talked about was pageviews, which sounds easy enough. The issue though, is that every time a tab is refreshed (even by tag hoarders) a pageview is tracked. This can very easily skew your data.
To collect accurate data, Dana’s team used Data Studio connected to GA4, which uses events collected through Google Tag Manager. She did this by collecting the publish date, creating a custom formula that collects the publish date, and dividing the pageviews by day. Now the client can truly see how pages are performing without skewed data.
This wizardry was just the tip of the iceberg, though. Dana then went through how to measure whether people are reading your content, what percentage of people who actually see the CTA are clicking it, and more.
As always, Dana closed by reminding us to focus on what is important and ignore what isn’t. Don’t introduce doubt if you don’t have to.
Trash In, Garbage Out: A Guide to Non-Catastrophic Keyword Research — Tom Capper
Tom’s storytelling reminded us all