Download pdf - SEO Analytics in a Not Provided World: Change Your Focus to Profit and ROI!

With Disruption Comes Opportunity: Proving SEO Value

in a (not provided) world

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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

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Jeff Sauer Marketer and Entrepreneur Knowledge.Land Minneapolis, MN, USA Email: jeff@jeffaly<cs.com google.com/+JeffSauer Newsle*er: bit.ly/jeffaly<cs


Our Feelings About (not provided)


Executives Aren’t Losing Sleep


It’s Time to Make Adjustments


How Should We Adjust?

Dig Deeper into Google Analy<cs


How Should We Adjust?

Dig Deeper into Google Analy<cs

Prove Business Value

DIG DEEPER: WAYS AROUND (NOT PROVIDED) IN GOOGLE ANALYTICS

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Taking Advantage of all GA has to Offer

ORGANIC SEARCH REPORTS


Measure Year Over Year Growth Trends

Traffic Comparison by Date S<ll Works Great!

SECONDARY DIMENSIONS


Landing Page as Secondary Dimension

No Keyword Provided?

No Problem

FILTER YOUR DATA


Ugly Not Provided Keywords

What Does it Mean?


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


Landing Page As Keyword Proxy

Not Perfect, but Much BeZer!

WEBMASTER TOOLS


Google Webmaster Tools Reports


Google Webmaster Tools Reports BeauGful (and Increasingly More Accurate) Search Data!

CUSTOM METRICS AND DIMENSIONS


Pull SEO Data into Google Analytics


SEO Dimension Widening Example

Dimension Widening for SEO: h*p://bit.ly/SEOwidening

DEMOGRAPHICS


Enable These and Update Your Tracking Code To include dc.js


View ABC Reports by Demographic

Performance by Age


Organic as a Secondary Dimension


Mash Up – Popular Search LPs by Age

Find High Value Search Visitor Segments


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


How Profit Should Be Calculated

Revenue


Subtract Our Ad Spend

Revenue

Marke<ng Investment


Subtract Cost of Selling Each Product

Revenue Product Cost

Marke<ng Investment


Subtract Fixed Costs of Business


Fixed Costs

Marke<ng Investment


Now You Have Net Profit


Fixed Costs

Net Profit

Marke<ng Investment


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


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%


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


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!


Executives Get Paid on Profit


Thank You!

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Jeff Sauer Marketer and Entrepreneur Knowledge.Land Minneapolis, MN, USA Email: jeff@jeffaly<cs.com google.com/+JeffSauer Newsle*er: bit.ly/jeffaly<cs