meaningful seo metrics - how to measure seo performance?
TRANSCRIPT
I. General
II.Financial
III.Competitive
Meaningful SEO Metrics
General SEO Metrics
1. organic search engine traffic
2. organic rankings
3. landing pages getting organic traffic
4. quality of organic traffic
5. referral traffic
6. impressions and CTR
Organic Search Engine Traffic - Volume & Share
Google Analytics - Acquisition Channels
Time range:
- daily- weekly- monthly- custom
Get alerted in time on sudden drops or increase of traffic through organic search
Sudden Traffic Drops and Spikes
Google Alerts with Google Analytics
Search Engines by Region and Market
Google Analytics - Acquisition Channels - Search Engines
Search engines market share
- Google - global- Yandex - Russia- Baidu - China- Yahoo - Japan - Seznam - Czech Republic- Bing - US
Organic Rankings
“Focus on topical performance with keywords around a certain theme rather than on individual
keyword”
FOLLOW
DON’T CHASE
Organic Rankings
DIVERSIFIED AND
PERSONALISED
mobile devices
localisation
Hummingbirdentity & context
desktops
voice search (not provided)
Keyword Identification
1. search volume (language & geolocation)
2. seasonality
3. relevancy
4. search intent
5. branded vs non-branded
Overcoming the ‘not -provided’ issue
Google Webmaster Tools
Landing Pages with Organic Traffic
Google Webmaster Tools
Landing Pages with Organic Traffic
Google Analytics
Quality of Organic TrafficMetrics:
- bounce rate- pages / session- avg. session
duration
Quality of Organic Traffic
“You need to get your users engaged and direct them to take action”
Referral TrafficOther alternatives:
- Webmaster Tools- moz- ahrefs- Majestic
Google Analytics
Impressions and CTR
Google Webmaster Tools
Aim to identify low-hanging fruits
Impressions and CTR
“The higher the position, the higher the CTR - as a consequence,
a higher user engagement”
I. General
II.Financial
III.Competitive
Meaningful SEO Metrics
Financial SEO Metrics
1. revenue and transactions
2. goal conversions
3. customer acquisition value
4. ROI - turnover and profit
5. Customer lifetime value (CLV)
Transactions and Revenue
Transactions and Revenue by Landing Page
Goal Conversions
Few examples of goals we could consider: - newsletter subscriptions- demo, sample or call-back requests - blog post comments - …
Gross SEO Costs and ROI
New users Transactions Clicks Revenue SEO Fee
February 2015 4,583 705 9,234 Ft 10,955,733 Ft 250,000
Cost/New user Cost/Transaction Cost/Click ROI
February 2015 Ft 55 Ft 355 Ft 27 97.72%
ROI =
Revenue - Investment
Investment
SEO Costs and ROI - Other Considerations
- Attribution model comparison
- Multi-Channel Funnels
- Customer Lifetime Value (CLV)
- Life expectancy
- Cost per acquisition (CAC)
Quick Reporting Solutions - Dashboards
- Google Analytics Custom Reports
- Google Analytics Add-On for Google Spreadsheet
- SuperMetrics Data Grabber (Excel & Spreadsheet)
- Instantmetrics.co
- ...
I. General
II.Financial
III.Competitive
Meaningful SEO Metrics
Competitive SEO Metrics
