seo#2 - how to set seo kpis?
DESCRIPTION
The objectives will tell you the direction and the conditions, the KPIs will tell you if you are doing well or not! The following slides will help you listing SEO KPIs. It's very important to have clear what to measure in order to track the performance of your campaigns and overall strategyTRANSCRIPT
#2How to set SEO KPIs
How to measure the success of
your SEO strategy?http://antonellafoti.blogspot.co.uk/
Difference between Goals and Kpis
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GOALS/OBJECTIVES: define what you need to accomplish. Where you want to go.For example: you want to go from Paris to Milan in less than 12 hours spending less than 200£ in petrol
KPIs are metrics that will tell you if you are on the way to achieve your objectiveFor example: average speed, average consume, planned breaks etc.
What do you want to measure?
#1: VOLUME OF ORGANIC TRAFFIC AND CONVERSIONS
KPIS:1. % or number of visits/conversions including
brand keywords2. % or number of visits/conversions
excluding brand keywords
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Users searching for brand keywords already know you and your product: they want you!The challenge is reaching those who don’t know you…Tool: Google Analytics
What do you want to measure?
#2: MARKET SHARE of VISITORS
KPIS:1. % of search demand for selected keywords
(how many people are looking for “this”?)2. % of position for selected target keywords
(vs competitors)3. % visibility for selected target keywords (vs
competitors)
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Group keywords and create a comparison tableTools: Linkdex, Advanced Web Ranking, or just Google “free SEO tools”
What do you want to measure?
#3: QUALITY OF ORGANIC TRAFFIC
KPIS:1. Avg bounce rate from organic traffic
compared to other sources2. Avg conversion rate from organic traffic
compared to other sources3. Avg page depth of organic traffic compared
to other sources
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The metrics above will tell you what your organic visitors do on your website (you can then filter by keyword). Compared month by month and year by year - Tool: Google Analytics
What do you want to measure?
#4: VALUE OF ORGANIC VISITORS
KPI:1. Amount or % contribution of sales from
organic traffic
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VALUE
Direct Value Indirect Value Deferred Value
When an organic visit brings a
financial conversion (i.e.: purchase)
When an organic visit brings a non
financial conversion (i.e.: newsletter sign
up)
When an organic visit brings an
assisted conversion
What do you want to measure?
#5: EFFICIENCY of SEO
KPIS:1. Number/% of pages generating organic
traffic2. Number/% of pages generating non-
branded traffic3. % of target keywords generating
traffic/sales4. Bounce rate for non branded SEO traffic
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The metrics above measure how many visitors your target keywords are generating against the number of assets (pages/videos/images) you have
Thank you!
Do you have any questions?
Just ask.. I ‘ll try to answer
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.uk
/
Thank you,Antonella Foti