Thursday, 19 July 2007

Reviewing Success of a Blog

Blog Analytics

In reviewing strengths & opportunities of a clients non commercial Blog (links into e-Commerce site), I identified that review should not be on traffic alone, and should be based on several other factors these are listed below:

Don’t review apples with bananas!

Links to the client’s Blog have been optimised via increased appearance in Blog directories and answer engines. The directories have been seen to have an impact on the rise in traffic. One Blog page in particular drives the most traffic to the site, and I seek to find out where this traffic comes from (organic, links, paid search, rss feeds).

The fact that one Blog post (new or old) can have a big impact on traffic to site, bothers me. In that it becomes difficult to state X happened because of Y. Possibly it could be something on the news previous evening that spurred an interest in a particular field. Due to the above influx, it is important to also identify other factors when reviewing Blog performance. Factors which I propose for Blog review outlined below:

Influential inbound links

In the Blog world quality comes from influence. A small group of the right people (Martini effect), reading and linking to your Blog can have a huge impact on your influential stakes, by web users and search engine spiders alike. The challenge will be finding a way to break into these groups and using analytics identifying who they are. Blog & site review sites will be of benefit to promote your site to the right people, publish your status, as a Blog that is here to stay.

One link on an influential Blog (with lots of links off page & in) is better than 30 odd links on random Blogs that no one links to, especially if the links on the influential Blog are centred around propositions similar to your brands. It will also be of benefit to increase the amount of links from key social networking sites including Dig it, Del.ici.ous.

At this present time I am unsure as to whether RSS feeds will be listed in analytics tracking as an RSS feed or whether we will see a website which has the RSS feed embedded as a referrer. Finding out (will report back here).

On the clients Blog, we currently have the opportunity for people to social bookmark, however is everyone aware of how to use these tools ?

Will be proposing that we provide advice area on social bookmarking to help increase these links in.

Reviewing Blog position

I have highlighted to client that for the Blog to appear on the first page of natural search results focus needs to be given to products and core proposition. At the same time it should be noted that the Blog is there to act as a companion to the e-Commerce site, so we don’t appear to have timeshare tactics and more of ‘fruit & veg first in the supermarket’ approach. Is the blog appearing for brand related terms, if not need to build further.

Appearing highly in natural listings will:

Provide the Blog with a status that your Blog is indeed influential

With influence and ranking status more people will link to you, from you.

Allow you to exploit your status by providing readers ways to advertise your site (link criteria and logos).

Reviewing Blog brand name position

As well as having a product focus it is also beneficial if your Blog ranks highly for keywords associated with you brand. Reviewing position with regards to company name, your tag line, your personal name. This will indicate how much search engines notice your Blog in general.

Tone of the Blog

Showing the readers your passion for your proposition is of great benefit. You should be speaking to your customers in a way in which they can gain respect from you and your business.
Propose that where possible build on advice aspect (place links to Blog in answer engines) and provide your readers with more timely information ie: Event dates.

Reputation Management

Consider sponsorship – publish in Blog.

Consider who else could contribute to your Blog – another influencial blogger?

Create posts on topical discussions that relate to your brand

Add links to brand related associations & express interest in these
Increase useful content: To link from Answer Engines

1 comment:

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