Blog Traffic Tip #2: Know Your Stats

Blog-Traffic-TipsToday’s tip is about knowing your site statistics. But don’t panic, you don’t need to be good with numbers to understand this blog post.

Many people blog for professional reasons. Maybe they want to be considered a thought leader in their field. This kind of self-marketing, personal branding effort is sometimes referred to as Brand You.

If you’re blogging to build a base for Brand You, then you’re going to want to drive enough traffic to make it worth your time and energy. And how can you tell this? Site stats, of course.

Most blog platforms (I use WordPress) come with some sort of free analytics package that allows you to get basic information on visitors to your blog. Click a few buttons, and software will immediately start to track what people are doing on your blog. Neat and easy.

Here are a few things you should be looking for:

  • How are people getting to your blog? Is it search engine traffic? Other blogs?
  • If you are posting your blog and then tweeting it on Twitter, are people clicking that link?
  • What words are people typing into Google and Yahoo to get to your blog?
  • What day of the week are they visiting your blog? Time of day?

All of this is accessible in your stats. And — trust me here — it’s not that hard to understand.

If you really start to get into it, you can use a free software package for even more information. I recommend Google’s free Google Analytics software. It’s a bit more challenging to install, but the amount of information you can get is amazing.

Spend a little time looking at your stats. You’d be amazed at what you can learn about your readership and the basic usability of your website and/or blog. Keyword analysis may help you figure out better ways to search engine optimize your site.

Serious websites need professional analysts to understand site statistics. At work, we study the site stats to better understand what content, tools, and resources people use on our websites. This helps us build out future content and plan other digital media initiatives.

You may never want to get to that level of analysis, of course. But just having a basic grasp of your site stats will help you create a better blog experience for your readers.

Now get started. Your stats are waiting for you.

See also: Blog Traffic Tip #1 Be Controversial

7 Tips for Better Flickr Traffic

Since I first discovered the analytics features in Flickr, I have been obsessed with my stats. I just can’t help myself. Stats and analytics fascinate me. (Note: Stats are only available to Flickr Pro users.)

Here are a couple of observations regarding Flickr’s chocolaty goodness:

  1. Post consistently. My stats hovered around a depressingly low number for many months. The key to getting more views on photos was to actually upload photos more consistently. Sounds obvious, but the reality is that people in a social community tend to interact more with people who are contributing consistently.
  2. Give the people what they want. If you know what photos get the most traffic, that means there’s an audience for your work. If people like your dog photos and label them as “favorite” then keep posting your dog photos.
  3. Share timely events. My stats skyrocketed recently when I uploaded 388 photos in one batch. (Thank you Flickr Uploader!). I attended the Long Beach Comicon 2009 and uploaded my pictures within two days of the con. My average views went from 500 a day to over 5,000 per day. That’s a HUGE increase in traffic. Not all of it is sustained, but I have definitely increased my daily views significantly.
  4. Include links to your other sites. The traffic from Flickr to my personal website BuddyScalera.com is increasing. The more people look at my Flickr photos the more they go check out my webpage. I saw a pretty nice jump when I uploaded that batch I just mentioned. Flickr users tend to check out my photo reference books, which is good.
  5. Join groups & create groups. I belong to dozens of informal Flickr groups. Plus, I’ve created two Flickr groups, which has increased my overall photo traffic. Since I have particular photography interests, it makes sense for me to contribute to certain groups. But some of my interests didn’t already have a group, so I created Long Beach Comicon – Official Flickr Group and Comic Book Creators & Pros. One complaint: they don’t give administrators much access to group analytics, beyond giving a list of members.
  6. Participate. People are sharing their photos online because they want the world to see their pictures. Give people feedback on their photos. If you share a comment, people will want to see your photos, which will increase your base of viewers.
  7. Contact ’em. There’s a “friending” feature on Flickr called “Contact.” Basically, it’s like friending someone on Facebook, except you get a feed of new photos that is being uploaded by your contacts. If you like someone’s work, you can check out their work in thumbnails as they upload the images. And unlike Facebook, people on Flickr are uploading photos, so you don’t have to wade through dozens of throw-a-sheep and super-poke invitations.

More on Flickr in the future. In the mean time, check out 10 Tips to Boost your Flickr Profile. Very good article about increasing Flickr traffic.

Presented at Marketing Conference

As a marketer, you have to get out there sometimes and interact at events. I was fortunate to be invited to be a faculty speaker at ExL Pharma’s “The 3rd Pharmaceutical Search Engine Marketing Strategies Conference: Best Practices for Integrating SEM into a New Media Mix.” The conference was held in Princeton, NJ, which is a really inspiring location.

This was a smaller, more intimate conference, which was nice because you really got to engage with the speakers. In a larger room, you can sometimes get overlooked in the conversation. But here, we could really ask questions, get involved, and interact.

During my part of the conference, I discussed interactive content and how it affects search engine optimization and some of the latest SEO techniques. Of course, it was a pharma marketing discussion, so everything I presented was customized to the needs of the audience.

Here’s the actual description of what they had me present:

Demonstrating What Skills are Essential for Building a User-Friendly, Search-Friendly, and Persuasive Site

  • How To bring consumers to your site and convert them into customers
  • Significant changes/shifts in SEM for Pharma over the past 12 months: What is new right now?
  • Competitive SEM research: Search engine marketing does not occur in a vacuum of just your company. Learn what competitive data is out there and how to best leverage the information prior to launching your campaign or to optimize on an existing campaign

During my presentation, I really tried to engage the audience and invited them to participate. I used one of the core decks our agency uses to pitch new SEM business, but modified to to be more educational and less sales oriented. It was a good deal more colorful with larger pictures and fewer words.

There were several really impressive SEM/SEO presentations over those two days. And even though I do this full time, I found myself discovering new techniques and perspectives that helped me improve at my job. That alone was worth the price of admission.

Plus, it was really interesting to see how several micro-bloggers used Twitter to cover the convention for people who could not attend.

I need to offer special thanks to Jason Youner and Shawn O’Hagan for inviting me to participate at their event.

Here’s my  bio from the ExL Pharma event. Kind of cool to be called “faculty.” I like that. Makes me wish I had gotten an MBA or something so I could teach at the college level.

Help Wanted: Search Specialist

As we increasingly move to an Internet-centric society, we’re seeing all kinds of new and interesting careers spring up. Soon, we’ll see some interesting career opportunities for smart, adaptable workers.

A few years ago, we saw the rise of professional bloggers and search engine marketing specialists. Right now, we’re seeing professionals developing mobile applications and social media widgets.

In 2009, we’ll see the evolution of the Search Specialist. Now, these people are already out there in niche jobs (and they’ll probably be able to find this blog posting). But coming soon, we’ll probably see headhunters and HR departments looking for knowledge workers who can quickly and effectively mine the Net for super-specific information.

It would be natural to expect this to go to someone with a library sciences degree, but I think Search Specialists will evolve from people who work within specific industries.

I’ll give you an example. I worked as an editor at a small e-marketing agency specializing in pharmaceutical communications directed at healthcare professionals. On my team, I had an editor who was a wizard at uncovering information on the web.

Sure, she was good at Google, but that’s a given. She also knew how to dig deeper and get information in other search engines, like Yahoo, Ask, and MSN (all of which give different results). She also knew how to search blogs, message boards, and news articles to dig up more information.

This is going back a few years before the big YouTube and Twitter explosion. But a Search Specialist will be the kind of person who can quickly and effectively dig up, organize, and present highly focused data sources.

In our case, this editor could dig up information, sort the gems from the junk, and generate an informed position on just about any topic you can imagine. Going forward, and it’s going to be important to access all kinds of information on the public Net, even the stuff that isn’t well tagged and indexed by Google.

Blogs, videos, Flash interfaces, games, e-books, Twitters posts, social networks (including Facebook & MySpace), manuals, databases, closed communities, news archives, software, all contain valuable information. Some of this information is indexed, but most of it is not.

Several industries already leverage search specialists, including patent and other legal businesses. In the future, other industries will seek people out who can mine and measure information from Net sources.

Search Specialists will be needle-in-a-haystack researchers who defy traditional job roles. Some of them will be research specialists or editors or scientists or journalists or work from home entrepreneurs.

In the beginning, they will be underpaid and under appreciated. But one day they will be valued and coveted knowledge workers who can extract stubborn data from nearly any source. In the right organization, they will be highly paid and highly promotable, especially as they research corporate strategies.

If you like to search, discover, and organize, it’s probably a good time to start positioning yourself as a Search Specialist in your current career. Eventually, as the career landscape shifts, you’ll be prepared for a new career as a Search Specialist.

Techronyms for Search

In the technology business, there’s a new acronym for every new product, idea, or process. They call these “techronyms.”

Anyway, I find that mnemonic tricks sometimes help me remember techronyms and people’s names.

I wanted to share a quick one that comes up all the time when I talk with people about Google Adwords and Yahoo Search Marketing. Here’s one to help you remember the difference between Search Engine Optimization (SEO) and Search Engine Marketing (SEM).

Remember that the “M” in SEM stands for “money.” The “O” in SEO is for “zero-dollars.” That’s because SEO is free.

As I think of more techronyms, I’ll post ’em. If you’ve got any, post ’em.