Digital First 2014

Universem - October 16th 2014

How to measure the Return on Investment of your SEO?

QUICK REMINDER: SEO VS SEA

SEA

SEO

• Keywords analysis

• Content SEO optimization

Content

• « Crawlers friendly »

• Usage of tags• Optimizations

Technical • « Link building »• Analogy to

« word of mouth »

Popularity

3 SEO PILARS

Eat quickly… and badly !

Source: http://slimband.com/weight-loss-blog/eating-fast-increases-obesity-risk/

BB

TAKE EAT EASY BUSINESS CASE

THREE ROI MEASUREMENT PITFALLS REGARDING SEO

1. Do not confuse visits with ROI!

2. Traffic analysis & “not provided” issue

3. Take into account the full impact of SEO

I. VISITS VS ROI

“ I know half my advertising isn't working, I just don't know which half. ”William Lever

(1851-1925)

Before …

Start by setting goals!

Measure and optimize

ROI on the Long-term is the key

Attract visitors

Convert

MeasureOptimize

Repeat business

I. VISITS VS ROI

Define website goals that we measure and configure

Contact Quote request Subscription to newsletter E-commerce transaction ...

Set the value for each of these goals!

I. VISITS VS ROI IMPACT ON THE BOTTOM LINE!

In terms of visits:

Continuous increase

SEO visits multiplied by 3 in 6 months

More than 250 SEO visits/day on average

I. WEB ANALYTICS TO ANALYZE SEO

In terms of revenues:

SEO revenues increased to several tens of thousands €

SEO Revenues multiplied by 6 !

I. WEB ANALYTICS TO ANALYZE SEO

II. BRANDING VS NON-BRANDING TRAFFIC

SEO Traffic

Non-Branding

Smartphones TV Computer & Multimedia

Gaming & Entertainment

Branding

II. BRANDING VS NON-BRANDING TRAFFIC

« Not provided » issue

Keyword Sessions Transactions Revenuemediamarkt 4500 300 14.700 € samsung smart TV 1700 100 4.335 € xbox 360 1100 400 2.254 € smartphone 1000 50 2100 € iphone 5 900 200 8.660 €

Keyword Sessions Transactions Revenue(not provided) 9200 1050 32.049 €

And NOW … !

Before…

II.« NOT PROVIDED » TRICK TO COMPENSATE

Trick to compensate

Keyword Landing page Sessions Transactions Revenue R per Visit

(not provided) / 4500 300 14.700 € 3,27 €(not provided) /mcs/shop/samsung-smart-tv.html?langId=-29 1700 100 4.335 € 2,55 €(not provided) /mcs/productlist/Xbox-360,98952,502854.html?langId=-29 1100 400 2.254 € 2,49€(not provided) /mcs/productlist/Smartphone-%26-GSM,98952,509452.html?langId=-29 1000 50 2100 € 2,10 €

(not provided)/mcs/product/APPLE-iPhone-5-16-GB-noir-(MD297NF-A),98952,509453,659404.html?langId=-29 900 200 8.660 € 9,62 €

Keyword Sessions Transactions Revenue(not provided) 9200 1050 32.049 €

Which campaign drived the order?

III. MULTI-CHANNEL ATTRIBUTION MODELS

Conversion !

• Last Click Attribution model

0 €

0 €

200 €1 2 3

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0% 0%

100%

III. MULTI-CHANNEL ATTRIBUTION MODELS

(1)

(2)

(3)

• Time Decay Attribution model

1 2 30%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

20%

30%

50%

III. MULTI-CHANNEL ATTRIBUTION MODELS

40 €

60 €

100 €

(1)

(2)

(3)

• In practice, with a tool like Google Analytics:

Top Conversion Paths

III. MULTI-CHANNEL ATTRIBUTION MODELS

• In practice, with a tool like Google Analytics:

Assisted conversions

III. MULTI-CHANNEL ATTRIBUTION MODELS

I. WEB ANALYTICS TO ANALYZE SEO

Be-fore

M+1 M+2 M+3 M+4 M+5 M+60

100020003000400050006000700080009000

10000

Monthly visits

SEO BrandingSEO Non-Branding

Visit

s

SUMMARY: ROI SEO ANALYSIS

M 0 M+1 M+2 M+3 M+4 M+5 M+6 - €

2,000 €

4,000 €

6,000 €

8,000 €

10,000 €

12,000 €

14,000 €

16,000 €

18,000 €

20,000 €

Monthly SEO revenues

SEO BrandingSEO Non-Branding

Reve

nues

Investment: 8,000 €

Additional revenues (non-

branding): 41.445 €

Margin (20%): 8289 €

Already positive ROI !!

1. Track ROI instead of rankings or visits

2. Don’t use last-click attribution model only!

3. Continuous improvements is the way to success

KEY TAKEAWAYS

http://www.universem.be/DF.pdf

SÉBASTIEN FRANÇOIS

Partner & Operations

Director

+32 (0) 81 713 430

contact@universem.be

Twitter: @universem

QUESTION TIME !