measuring seo efforts at #smxlmilan & #emetricsmi

#measuringseo at #SMXLmilan by @aleyda from @orainti

MEASURING SEO EFFORTS

CIAO MILANO

I’M ALEYDA SOLIS

ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/

I Do SEO I PublishI Share

BITLY.COM/LIBROSEOALEYDA

I Blog I Speak I’m Featured

I’M ALEYDA SOLIS

#measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti

What’s the goal of measuring SEO?

It’s not about tracking rankings

Or organic search traffic

Or even the conversions

It’s about the ROI

Number of conversions

ROI by number

of conversionsSEO process=

Average conversion value*( )

- SEO process[ ]

Let’s calculate it

bit.ly/seoroicalculator

Or use the SEO ROI calculator

That will allow to make (business) decisions

Is it ROI Positive?

YES NO

Identify what’s working well, allocate

more resources & expand

Identify what’s not working well & change

But to identify these it’s key to monitor both the SEO process & its results

THE PROCESS THE RESULTS

Resources&costs

Outcomeareas

But to identify these it’s key to monitor both the SEO process & its results

HOW TO MONITOR THE SEO PROCESS?

To identify the effectiveness & investment around SEO execution

CRAWLABILITY

INDEXABILITY

RELEVANCE

BACKLINKING

INVESTMENT

It’s about setting an SEO process management system to answer these

WHAT WHY WHERE WHO WHEN

That SEOs & shareholders can use to coordinate & track performance

Recommendations Importance Status Area Priority Resource Person Date

Start canonicalizing and index color facets

High LowListings & product

pages1 Development Maria 1/9/2016

Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2016

Add more content to listings w/ less than 5 products by featuring related

onesMedium Medium

2nd level sub-categories

3Development &

ContentMatt & Maria

3/9/2016

As well as to identify gaps between the executed actions & allocated resources

Recommendations Importance Status Area Priority Resource Person Date

Start canonicalizing and index color facets

High LowListings & product

pages1 Development Maria 1/9/2016

Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2016

Add more content to listings w/ less than 5 products by featuring related

onesMedium Medium

2nd level sub-categories

3Development &

ContentMatt & Maria

3/9/2016

To monitor the issues during the execution

CRAWLABILITY

INDEXABILITY

RELEVANCE

BACKLINKING

VISIBILITY TRAFFIC CONVERSIONS

INVESTMENT

That can later have an impact in the SEO Process results

CRAWLABILITY

INDEXABILITY

RELEVANCE

BACKLINKING

INVESTMENT

allowing to reallocate resources & priorities accordingly to overcome them

CRAWLABILITY

INDEXABILITY

RELEVANCE

BACKLINKING

INVESTMENT

PM systems like Jira can help you to automate this

Once you’re tracking your efforts it’s time to monitor the SEO activities KPIs

CRAWLABILITY

INDEXABILITY

RELEVANCE

BACKLINKING

INVESTMENT

Although you can obtain the Crawlability with the Search Console

As well as your site index status, it lacks granularity for decision making

You need to validate them with your own logs

Screaming Frog Log Analyser & Botify

Setting a pro-active monitoring system that alerts you of issues

onpage.org

Setting your own crawls not only for crawling but indexation behavior

OnPage.org & Botify

To identify this type of crawlability vs. indexability issues

But content quality and patterns towards relevance as well

Having a “real time” link monitoring system is a must

CognitiveSEO

As well as to give it context vs. your competition too

Now you’re monitoring your SEO process activities & efforts

CRAWLABILITY

INDEXABILITY

RELEVANCE

BACKLINKING

INVESTMENT

HOW TO MONITOR THE SEO RESULTS?

It’s about tracking your visibility, traffic & conversions

CRAWLABILITY

INDEXABILITY

RELEVANCE

BACKLINKING

INVESTMENT

Your Site

Technical Configuration CRAWLABILITY & INDEXABILITY

Content RELEVANCE

Links POPULARITY

Current Your Visibility, Traffic, Conversions & ROI

Audience Search Behavior

Your Competition Visibility &

Traffic

Within the content of your competition & audience behavior…

… as well as other channels

Product Branding

Usability

Content

Design

Development

Paid Search

SocialEmail

SEO Affiliates

Referrals

You can obtain your basic visibility from the Search Console again

But it’s only for the top 1,000 queries, 90 days & data is tricky to go through

You can use tools like URLprofiler to match the queries & URLs

URLProfiler

And of course, the are many third-parties rank trackers without these restrictions

Accuranker

Wincher

SERPwoo

SEMRush

AdvancedWeb

Rankings

Then w/ GA monitor organic traffic, user behavior & conversions per pages & areas

As well as the role of organic search in multi-channel conversion paths

But you can also match these to get rankings impact over traffic, conversions & revenue

SEOmonitor

Giving you rankings for keywords, pages & areas per device & location

Along the queries search volume & CPC to prioritize based on their impact

And traffic, conversions & revenue using Google Analytics data integration

You can see the queries moving the needle in rankings vs. traffic vs. revenue per device

Allowing also to see specific queries or pages to verify their KPIs over time

While showing at the same time context for these vs. your competition

Giving you the possibility to answer many decision making questions for a positive ROI

Whichhaveahighsearch

volumebutlowrankinginmobile?

Whichhaveahighrevenue

butlowrankings?

Whichhavethebest

rankingsbutlow

conversions?

Whicharenotrankingwiththerelevantpageand

havelowconversions?

Forwhichhigh

searchvolumequeriesyourcompetitionisoutranking

Like this you can monitor & recommend to improve the SEO Process towards ROI

VISIBILITY TRAFFIC CONVERSIONSROI

BACKLINKING

RELEVANCE

INDEXABILITY

CRAWLABILITY

INVESTMENT

And help SEO achieve this type of results with a highly profitable ROI

GRAZIE! QUESTIONS?

measuring seo efforts at #smxlmilan & #emetricsmi

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