Investigating Traffic Upticks – Moz

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In this week’s episode of Whiteboard Friday, Jo Cameron — Moz’s Learning Team Manager — dives into the method of addressing and capitalizing on site visitors spikes, together with find out how to decide the place site visitors is coming from and what to do with the elevated consideration. Enjoy! 

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Video Transcription

Hi. Welcome to Whiteboard Friday. I’ll 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 website. In our case, this was a sudden and constant improve, which can on the face of it look nice.

You might understand that that is precisely what you and your purchasers have been striving for. But as we all know, site visitors funneling into your website is not the tip of the story. You’re additionally going to need that site visitors to transform. But additionally, when one thing like this occurs, there could be different classes that you would be able to be taught and probably apply to different pages and areas of your website.

I am Jo. I am the Learning Team Manager right here at Moz. We create all of the course materials that you’re going to see on the Moz Academy. This is the place you’ll be able to advance your website positioning training and earn your website positioning Essentials Certification. We additionally write the documentation for find out how 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 needed to transcend making an attempt to grasp why we’re getting that site visitors and switch this into a possibility to assist our firm objectives. 

So if you see one thing like this occur, your first query may fairly be: Why? Why are we getting this site visitors? What has modified? What has brought about this? And additionally, what will we already know from the metrics we’re accumulating? 

What do we all know?

On the Moz Learning Team, we observe high-degree metrics month-to-month, together with distinctive guests. We additionally accumulate customer sentiment by the “Feedback” button on the web page. And we additionally accumulate reporting each month in our Moz Pro marketing campaign, utilizing Keyword Explorer and Link Explorer as useful analysis instruments in our toolkit.

So to start with, we had a dig into the month-to-month metrics on a extra granular degree. We appeared 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 could be completely assured within the high quality of your Google Analytics information, it’s possible you’ll need to clear up and filter that information. You can be taught all about this within the website positioning Essentials Certification. With this course, we take you thru our website positioning methodology, which lets you strategy website positioning strategically. This is made up of 5 sections: analysis, audit, optimize, amplify, and iterate. Reporting sits within the fifth part of the methodology, which is iterate. Within that, we break it down into consciousness metrics, on-website exercise, and the all necessary conversions. The classes within the website positioning Essentials Certification take you thru this in way more element, and you may obtain the website positioning 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 developments. We noticed these scallop shapes, which properly line up with the weekdays and the weekends. You could also be used to seeing a unique 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 Trends to see if we may establish any associated matters taking off. I am monitoring the assistance part of the area in my Moz Pro marketing campaign, and I’ve this linked to Google Analytics. This pulls within the general visits and touchdown pages. This is the information that you’re going to see within the acquisition part of Google Analytics. 

So whereas my staff is targeted totally on one space of, 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 return collectively. Under the rankings tab in my Moz Pro marketing campaign, I can now see the touchdown web page information cross-referenced with my tracked key phrases and their rankings. So I can even see search quantity and estimated visits for every tracked key phrase. We additionally entered the MozBar URL into Keyword Explorer to evaluate the rating key phrases for that URL, after which added these key phrases to my current marketing campaign to trace them over time.

We know that website positioning and website positioning reporting is iterative. So by constructing out your tracked key phrases on this approach, this may enable you to to fill within the blanks as to which key phrases are sending site visitors to your website. 

We additionally noticed some fascinating information from the “Visitor Satisfaction” button. This is the thumbs up or thumbs down choice that you would be able to 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 constructive for my staff and I, nevertheless it’s additionally informative. It gave us a extremely good concept that the content material on this web page was typically 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 fairly attribute this to. It appeared prefer it was reflecting our earlier site visitors developments, simply much more of it. So it is in all probability fairly necessary now to clarify a bit extra in regards to the web page that we’re investigating.

The web page is about MozBar. It’s an summary of find out how to use our free Chrome extension. Now it will even be remiss of me to not point out the truth that now we have had an enormous shift this 12 months when it comes to modifications to our lives and companies attributable to COVID-19, which has had an enormous impression on how folks spend their time, how companies are run, and lots 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, “Well, what is this page about, and how has this shift impacted demand for these types of tools?” Because of those 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 at no cost 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 internet. It’s additionally acquired another useful options, like the power to spotlight several types of hyperlinks, so it might probably present you inner or exterior hyperlinks on a web page, and to test your on-web page parts, and so forth. So with all of this info we collected, we’re now circling round understanding what brought about 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 sort of constructive motion. So what we determined to do was to check driving site visitors instantly from these pages or this specific web page to our key Moz initiatives. So this could be our customized, one-to-one walkthroughs of the Moz Pro instrument and the Moz Pro free trial.

This was a fast edit for my staff. 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 grasp find out how to use MozBar, so let’s examine if they’re concerned about our different website positioning instruments. We added size to this web page to assist folks establish what to do subsequent as soon as they’ve given MozBar a go.

And what we discovered was that we’re certainly seeing folks taking us up on this supply, and they’re clicking by to have a chat with our glorious Onboarding Team and in addition to take a look at the Moz Pro 30-day free trial. So with this comparatively small quantity of effort from my staff we have now began to gather information on customer conduct that may higher inform future choices and future tasks.

Thank you a lot for becoming a member of me right this moment. I hope that this helps.

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