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Keywords (not provided) in Google Analytics is the best thing to happen to SEO, because it forces marketers to start thinking outside of the box! Marketers are challenged with accounting for a loss of the keyword data that has been the heart of their reports for years and must now discover new ways to measure their performance. What they don't realize is that they now have the opportunity to advance their careers to the next level. With disruption comes opportunity, and this opportunity allows marketers to redefine how search marketing efforts impact their company. Executives don't care about keywords, they care about running a profitable business. Who needs keywords when you can start showing amount of profit you deliver to your business? Read this presentation to gain a clear understanding of how to approach the future in a (not provided) world, including a lesson on: * Alternatives to (not provided) keywords that are readily available in Google Analytics * Using visitor demographics to refine search efforts and inform our future marketing decisions * How to measure the true ROI of SEO efforts and present our case in a way executives understand Read the whole presentation to learn how to download an advanced Excel dashboard template that allows you to easily calculate the true ROI of your SEO efforts and share with key stakeholders in your organization.
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With Disruption Comes Opportunity: Proving SEO Value
in a (not provided) world
Photo Credit: papalars via Compfight
By Jeff Sauer Founder of Knowledge Land
SMX Advanced | June 12, 2014
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Your Guide
2
Jeff Sauer Marketer and Entrepreneur Knowledge.Land Minneapolis, MN, USA Email: jeff@jeffaly<cs.com google.com/+JeffSauer Newsle*er: bit.ly/jeffaly<cs
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Our Feelings About (not provided)
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Executives Aren’t Losing Sleep
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
It’s Time to Make Adjustments
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
How Should We Adjust?
Dig Deeper into Google Analy<cs
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
How Should We Adjust?
Dig Deeper into Google Analy<cs
Prove Business Value
DIG DEEPER: WAYS AROUND (NOT PROVIDED) IN GOOGLE ANALYTICS
Photo Credit: One_Penny via Compfight
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Taking Advantage of all GA has to Offer
ORGANIC SEARCH REPORTS
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Measure Year Over Year Growth Trends
Traffic Comparison by Date S<ll Works Great!
SECONDARY DIMENSIONS
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Landing Page as Secondary Dimension
No Keyword Provided?
No Problem
FILTER YOUR DATA
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Ugly Not Provided Keywords
What Does it Mean?
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Filter Data to Include Landing Page
How to steal some 'not provided' data back from Google: h*p://econsultancy.com/blog/8342-‐how-‐to-‐steal-‐some-‐not-‐provided-‐data-‐back-‐from-‐google
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Landing Page As Keyword Proxy
Not Perfect, but Much BeZer!
WEBMASTER TOOLS
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Google Webmaster Tools Reports
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Google Webmaster Tools Reports BeauGful (and Increasingly More Accurate) Search Data!
CUSTOM METRICS AND DIMENSIONS
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Pull SEO Data into Google Analytics
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
SEO Dimension Widening Example
Dimension Widening for SEO: h*p://bit.ly/SEOwidening
DEMOGRAPHICS
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Enable These and Update Your Tracking Code To include dc.js
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
View ABC Reports by Demographic
Performance by Age
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Organic as a Secondary Dimension
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Mash Up – Popular Search LPs by Age
Find High Value Search Visitor Segments
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
More Alternatives to Not Provided
Proving SEO Value in Google AnalyGcs: h*p://moz.com/blog/proving-‐seo-‐value-‐in-‐google-‐analyGcs
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Photo Credit: brongaeh via Compfight
Prove Business Value By Reporting on Fully Loaded Costs, ROI and LTV
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
How Profit Should Be Calculated
Revenue
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Subtract Our Ad Spend
Revenue
Marke<ng Investment
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Subtract Cost of Selling Each Product
Revenue Product Cost
Marke<ng Investment
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Subtract Fixed Costs of Business
Revenue Product Cost
Fixed Costs
Marke<ng Investment
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Now You Have Net Profit
Revenue Product Cost
Fixed Costs
Net Profit
Marke<ng Investment
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Here’s an ROI Equation to Use
Gain From Investment (Net Profit)
Cost of Investment
Cost of Investment
ROI
True ROI Measurement: h*p://bit.ly/TrueROI
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Here’s an Example with Numbers
Revenue $99,630 100% SEO Spend $10,942 -‐ Return on SEO Spend $88,688 811% Cost of Goods Sold $77,625 78% Gross Revenue $11,063 11% Total Fixed Costs $5,000 5% Net Profit $6,063 6% True ROI 55%
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
True Return on Investment is Important
Revenue $99,630 100% Ad Spend $10,942 -‐ Return on Ad Spend $88,688 811% Cost of Goods Sold $77,625 78% Gross Revenue $11,063 11% Total Fixed Costs $5,000 5% Net Profit $6,063 6% True ROI 55%
We need to subtract the expenses needed to achieve
revenue to understand true ROI
Learn How To Get This Spreadsheet: h*p://bit.ly/SEO_ROI
Don’t Forget About Lifetime
Value
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Lifetime Value = Long Term Investment
Revenue $149,445 100% SEO Spend $10,942 -‐
Return on SEO Spend $138,503 1266%
Cost of Goods Sold $116,437 78% Gross Revenue $22,066 15%
Total Fixed Costs $5,000 5% Net Profit $17,066 17% True ROI 156%
More Profit = Bigger Budgets!
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Executives Get Paid on Profit
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Thank You!
43
Jeff Sauer Marketer and Entrepreneur Knowledge.Land Minneapolis, MN, USA Email: jeff@jeffaly<cs.com google.com/+JeffSauer Newsle*er: bit.ly/jeffaly<cs
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