View
8.234
Download
2
Embed Size (px)
DESCRIPTION
Presentation from Kevin Gibbons at SES London 2012 on SEO metrics and why you need to look at search marketing at a business level: http://www.seoptimise.com/blog/2012/02/meaningful-seo-metrics.html
Citation preview
Meaningful SEO Metrics
@kevgibbo - #seslondonLondon | 20–24 Feb, 2012
Kevin Gibbons
Director of Strategy SEOptimise
@kevgibbo - #seslondon
• Profit per Customer?
• Number of Customers?
• Market Share?
London | 20–24 Feb, 2012
• Total Revenue?• Net Profit?• Volume of Sales?• Average Order Value?
How Do You Measure Your Key Business Goals?
@kevgibbo - #seslondonLondon | 20–24 Feb, 2012
• Organic Search Traffic?
• Year on Year Comparison?
• Non-Branded Search?
• Rankings?
How Do You Measure Your SEO Goals?
@kevgibbo - #seslondonLondon | 20–24 Feb, 2012
Maybe…
Do Rankings = Business Success?
Does Traffic = Revenue?
Isn’t That a Problem?
@kevgibbo - #seslondonLondon | 20–24 Feb, 2012
@kevgibbo - #seslondonLondon | 20–24 Feb, 2012
Client Goals = Revenue & Profit
@kevgibbo - #seslondonLondon | 20–24 Feb, 2012
So How Do We Make Business & SEO Goals More Closely Aligned?
How Do You Measure AbYour SEO Goals?
@kevgibbo - #seslondonLondon | 20–24 Feb, 2012
Decision Makers Understand the ROI of PPC
PPC Budget
Traffic Revenue Profit
@kevgibbo - #seslondonLondon | 20–24 Feb, 2012
Why Don’t We Think of SEO the Same Way?
Paid Search Metric Organic Search Equivalent
CPC (Cost Per Click) SEO Costs / Traffic
CPA (Cost Per Acquistion) SEO Costs / Conversions
Conversion Rate (Conversions/ Traffic) * 100
ROI (Revenue – SEO Costs) / SEO Costs * 100
Organic Rankings
Traffic Revenue Profit
@kevgibbo - #seslondonLondon | 20–24 Feb, 2012
7 Step Process to Making SEO Measurement More Like PPC…
How Do You Measure AbYour SEO Goals?
@kevgibbo - #seslondonLondon | 20–24 Feb, 2012
1) Analyse Organic Traffic Valuation as a Potential PPC Media Spend Cost
Visits in January Avg PPC Cost Per Click
Media Value
Organic Search 100,000 £0.75 £75,000
@kevgibbo - #seslondonLondon | 20–24 Feb, 2012
2) Calculate the Revenue Value of SEO
Visits in January
Avg Order Value
Orders Conversion Rate
Revenue
Branded Organic Search
40,000 £60 800 2% £48,000
Non-Branded Organic Search
60,000 £45 600 1% £27,000
Total 100,000 £53.57 1,400 1.4% £75,000
@kevgibbo - #seslondonLondon | 20–24 Feb, 2012
3) Competitor Gap Analysis
@kevgibbo - #seslondonLondon | 20–24 Feb, 2012
4) Market Share AnalysisUse PPC Research & Competitor Ranking Data to Find the Full Potential Of
Your Market
How Do You Measure bYour SEO Goals?
@kevgibbo - #seslondonLondon | 20–24 Feb, 2012
5) Make it Actionable!Tip: Make sure you link up Google Analytics & Webmaster Tools!
How Do You Measure bYour SEO Goals?
@kevgibbo - #seslondonLondon | 20–24 Feb, 2012
6) Break Down SEO Campaign into a Scalable
& Measurable Project PlanMonth Keyword Group Target No of Links
Per MonthContent Generation
On-Site SEO Checklist
Jan Road Bikes 50 10 new pages Completed
Feb Mountain Bikes 50 10 new pages Completed
Mar Cycling Clothing 50 10 new pages To Do
Categorise site sections as adgroups to create content & link building SEO plan:
Month Keyword Group Avg Ranking Traffic Per Month
Revenue
Jan Road Bikes 20 5,000 £15,000
Feb Road Bikes 10 20,000 £60,000
Mar Road Bikes 5 50,000 £150,000
Keep track of key performance indicators for monthly analysis:
@kevgibbo - #seslondonLondon | 20–24 Feb, 2012
7) Forecast ResultsFind Your Average Ranking Position For Target Organic Keywords &
Build SEO Forecast to Show the Predicted Value of an SEO Campaign
Jan Apr Aug Dec£0
£5,000
£10,000
£15,000
£20,000
£25,000
£30,000
£35,000
OptimisticRealisticCurrent
@kevgibbo - #seslondonLondon | 20–24 Feb, 2012
End Result = More Measurable Results & Bigger Budgets!
How Do You Measure bYour SEO Goals?
@kevgibbo - #seslondonLondon | 20–24 Feb, 2012
Key Points to Remember…
1) Define Business Goals & Align Them With Your SEO KPIs
2) Measure SEO Performance as Closely as a PPC Campaign
3) Break Projects Down into Manageable Actions & Achievable Results
Q & ALondon | 20–24 Feb, 2012 @kevgibbo - #seslondon
Please follow me on twitter: @kevgibbo
Slides will be published on: www.seoptimise.com/blog