NewEra Collective - Blog Re-purpose Template
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How to Use This Template:
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This template is divided into two tabs: The Historical CRO Tracking tab should be used to track the success of your keyword-based conversion rate optimization efforts. The Historical SEO Tracking tab should be used to track the results of your SEO efforts, including updating/republishing blog posts and on-page SEO. Below you'll find tips as well as a key to the columns included in each spreadsheet. There are comments within the cells of each spreadsheet to guide you as well.
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Using the Historical CRO (Conversion Rate Optimization) Tracking Tab:
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Calculate the conversion rate (leads divided by views, converted into a percentage) of each post from before you did any conversion optimization. Then calculate the conversion rate after your optimization. The template will do the conversion rate calculations for you -- just add the view and leads data and copy cell G2 and J2 (which contain the conversion rate formula) to the cells below it. Did your conversion rate go up? If it went down, revisit the post and try re-optimizing it.
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CRO Tracking Key:
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Blog Post TitleThe title of the blog post you're optimizing.
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Blog Post URLThe URL of the blog post you're optimizing.
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Targeted KeywordsThe one or two keywords you used in your keyword-based conversion optimization. Remember, these should be the keywords visitors are mainly using to find the post. See ebook for more details.
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Date Post Was OptimizedThis is the date your optimization changes went live, so you know when to track the before/after data.
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Views BeforeThe number of views the post generated in a two-week time frame prior to conversion rate optimization.*
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Leads BeforeThe number of leads the post generated in a two-week time frame prior to conversion rate optimization.*
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Conversion Rate BeforeThe conversion rate (leads divided by views, converted into a percentage) of the post prior to any conversion rate optimization.* Compare this with the conversion rate after optimization to determine whether your optimization was successful. Copy/paste the formula in cell G2 of the Historical CRO Tracking tab of this spreadsheet, or use this formula: =leads/views
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Views AfterThe number of views the post generated in a two-week time after conversion rate optimization.*
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Leads AfterThe number of leads the post generated in a two-week time after conversion rate optimization.*
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Conversion Rate AfterThe conversion rate (leads divided by views, converted into a percentage) of the post after conversion rate optimization.* Compare this with the conversion rate before optimization to determine whether your optimization was successful. Copy/paste the formula in cell J2 of the Historical CRO Tracking tab of this spreadsheet, or use this formula: =leads/views
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Percent Change in Conversion RateHow much your conversion rate changed after optimization. Copy/paste the formula in cell K2 of the Historical CRO tracking tab of this spreadsheet, or use this formula: =(new_value/original_value)-1
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NotesAdd any notes that might be help you understand whether optimization was successful (e.g. what you changed, what offer you were using before, etc.).
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*Note: You may need to use a longer time frame to generate statistically significant results.
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Using the Historical SEO (Search Engine Optimization) Tracking Tab:
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For posts you update and republish or just search engine optimize, record the 30-day organic search views the post generated prior to updating/optimizing. Wait 30 days for the impact of your updates to take effect and normalize -- Google needs time to re-crawl your page and factor into its algorithm any additional traffic/inbound links you generated as a result of your optimization efforts. After the 30-day waiting period, wait an additional 30 more days, and record the organic search views the post generated during those 30 days to measure the impact of your efforts.
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SEO Tracking Key:
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Blog Post TitleThe title of the blog post you're optimizing.
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Blog Post URLThe URL of the blog post you're optimizing.
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OwnerThis is who on your team is responsible for updating the post. Ideally, this will be the original author, but sometimes, that can't be the case. Our general rule of thumb at HubSpot (with a few exceptions) is to keep the original author byline even if someone else is updating the content (given the original author's consent). This information can be disregarded if the post is only getting search engine optimized and not the full update/republishing treatment.
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Original Publish DateThe date the blog post was originally published, prior to updating/optimizing.
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Targeted Keywords | Monthly Search VolumeThe keywords you're trying to improve the post's ranking for and using in your on-page optimization. See ebook for more details.
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Date of Post Update/OptimizationThis is the date you updated/republished the post or your on-page SEO changes went live, so you know when to track the before/after data.
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30-Day Organic Search Views BeforeRecord the number of views the post received in the 30 days prior to updating/optimizing.
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30-Day Organic Search Views AfterAfter a waiting period of 30 days after updating the post, wait 30 more days, and record the organic search views the post generated during those 30 days to measure the impact of your efforts.
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Percent Change in Organic Search ViewsHow much your organic search views improved after optimization. Copy/paste cell I2 or use this formula: =(new_value/original_value)-1
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NotesAdd any notes that might be help you understand whether optimization was successful (e.g. what you changed, what offer you were using before, etc.).
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Results to Expect From Historical Optimization:
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Because results are dependent on so many different variables, it's practically impossible to come up with a benchmark for what to expect the conversion rate and/or organic search views for each post to increase by. For conversion, variables include things like the relevancy of the CTA's offer, and whether visitors are even looking for more information on top of what the blog post already provides.

For SEO, there are even more variables at play, including your website's domain authority, the post's page authority, and the keywords' existing competition in search. Keyword opportunities in and of themselves are extremely variable as well. Some blog post topics just aren't very search-friendly, meaning their opportunity for attracting search traffic is low. Some topics, on the other hand, are extremely searchable and result in a ton of high-volume keyword ranking opportunities.
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Template Instructions
Historical CRO Tracking
Historical SEO Tracking