Strategies for Landing an Oracle DBA Job as a Fresher
Web123 SEO Metrics to Master-11-09-2011
1. Back to SEO Basics: 5 Critical Metrics You Must Master
Strategies for staying one step ahead of the rest
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2. Housekeeping Items
Are the slides available?
Yes! Please email seo@webmarketing123.com
We want to hear from you!
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Download our 2011 State of Digital Media Survey
Visit our home page for more info
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3. What’s at Stake
Search engine use is growing rapidly
Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
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4. Search Engine User Behavior
If you are not on the 1st page, you are invisible to most searchers
Source : Jupiter Research, 2010 #wm123
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5. Analytics Can Answer the Following Questions
A sample of metrics we can track with website analytics programs
How many
visitors do we Problem Recognition
What keyword
get to our searches led
site? to visitors to
our site?
Information Search
What is our
ratio of new
vs. returning Evaluation of What are our
visitors? Alternatives most popular
webpages?
Purchase
How many Decisions
people fill out
our “Contact
us” form? What is my
Average Order
Purchase Value (AOV)?
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6. The Web Metrics Lifecycle
Developed by Avinash Kaushik, this process helps to identify the
“critical few” metrics for your business and take action on them.
Define
Improve or
Measure
Eliminate
Action Analyze
Source: “Web Analytics 2.0,” Avinash Kaushik
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7. Webinar Agenda: Metrics We’ll Cover
Traffic Sources
1 Overview of different sources that send traffic to your site
Organic Traffic
2 A critical metric for assessing the impact of your SEO efforts
Top Webpages
3 Metric for determining which pages are most popular
Visitor Engagement Metrics
4 Bounce rate, time on site, pages per visit
Conversions
5 Helps to measure outcomes, i.e. did visitor perform our intended action?
#wm123
@bradleywjoe
8. Webinar Agenda: Metrics We’ll Cover
Traffic Sources
1 Overview of different sources that send traffic to your site
Organic Traffic
2 A critical metric for assessing the impact of your SEO efforts
Top Webpages
3 Metric for determining which pages are most popular
Visitor Engagement Metrics
4 Bounce rate, time on site, pages per visit
Conversions
5 Helps to measure outcomes, i.e. did visitor perform our intended action?
#wm123
@bradleywjoe
9. Metric Defined: Traffic Sources
Overview of the different kinds of sources that send traffic to your site
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10. Why This Metric Matters: Traffic Sources
The better you understand where your traffic comes from, you can
gain insight into what kind of people are coming and why
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11. Google Benchmark Results: Traffic Sources
Direct traffic continues to lead the way at nearly 37% of overall traffic.
Search engine traffic grew the most during same period YOY.
% Visits from
Nov ‘09–Feb ‘10 Nov ‘10-Feb ‘11 Difference
Sources
Direct 36.5% 36.8% +0.3%
Referral 21.0% 19.4% -1.6%
Search Engines 27.0% 28.0% +1.0%
Other 15.5% 15.8% +0.3%
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12. Recommendation #1: Improving “Traffic Sources”
Select a mix of both “head match” and “long tail” keywords
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13. Keyword Rankings: Helps Increase Overall Traffic
Measured on a weekly, bi-weekly, or monthly basis
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14. Webinar Agenda: Metrics We’ll Cover
Traffic Sources
1 Overview of different sources that send traffic to your site
Organic Traffic
2 A critical metric for assessing the impact of your SEO efforts
Top Webpages
3 Metric for determining which pages are most popular
Visitor Engagement Metrics
4 Bounce rate, time on site, pages per visit
Conversions
5 Helps to measure outcomes, i.e. did visitor perform our intended action?
#wm123
@bradleywjoe
15. Metric Defined: Organic Search Engine Traffic
Traffic to your site that came from search engines, but you did not
pay for, i.e. PPC ads
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16. Metric Defined: Organic Search Engine Traffic
Traffic to your site that came from search engines, but you did not
pay for, i.e. PPC ads
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17. Why This Metric Matters: Organic Search Traffic
Measures effectiveness of SEO program
Filter out “branded” traffic
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18. Recommendation #2: Measure the Long Tail
Besides measuring just organic search traffic improvements, also
keep track of how many keywords are driving traffic to your site
2011
vs.
2010
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19. Webinar Agenda: Metrics We’ll Cover
Traffic Sources
1 Overview of different sources that send traffic to your site
Organic Traffic
2 A critical metric for assessing the impact of your SEO efforts
Top Webpages
3 Metric for determining which pages are most popular
Visitor Engagement Metrics
4 Bounce rate, time on site, pages per visit
Conversions
5 Helps to measure outcomes, i.e. did visitor perform our intended action?
#wm123
@bradleywjoe
20. Metric Defined: Top Webpages
Your website’s most visited webpages for a particular time period
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21. Why This Metric Matters: Are Top Pages Optimized?
Allows you to prioritize which pages to focus content and conversion
improvements on
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22. Recommendation #3: Landing Pages Best Practices
These are pages that your visitors will initially see – make sure
they’re conversion friendly!
• Drive a single call-to-action
• Simplify navigation
• Include a clear offer or incentive
• Engage eye contact with graphics
and color
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23. Contact Us about Qualifying for a Complimentary Analysis
-Competitive Report: find out where you rank against your top
competitors and what tactics they’re employing
-Opportunity Analysis: learn how to improve your Digital Marketing
Strategy and see how much opportunity is available for your company
-ROI Tracking: detailing the keywords and sources that visitors are using
to discover your website and if those visitors are converting into leads and
sales
Please contact:
seo@webmarketing123.com
#wm123
@bradleywjoe
24. Webinar Agenda: Metrics We’ll Cover
Traffic Sources
1 Overview of different sources that send traffic to your site
Organic Traffic
2 A critical metric for assessing the impact of your SEO efforts
Top Webpages
3 Metric for determining which pages are most popular
Visitor Engagement Metrics
4 Bounce rate, time on site, pages per visit
Conversions
5 Helps to measure outcomes, i.e. did visitor perform our intended action?
#wm123
@bradleywjoe
25. Metric Defined: Engagement
Compared to a year ago, websites have seen reduced pages per
visit, average time on site, as well as bounce rate.
Nov ‘09–Feb ‘10 Nov ‘10-Feb ‘11 Difference
Pages/Visit 4.9 4.5 -0.4
Bounce Rate 48.2% 47.0% -1.2%
Avg Time on Site 5:49 5:23 -0:26
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26. Metric Defined: Bounce Rate
The percentage of single-page visits, i.e. visits in which the person
left your site from the entrance page
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27. Google Benchmark Results: Bounce Rate
Average bounce hovers around 50%, i.e. half of visitors arrive on
your website and leave with visiting any other pages
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28. Recommendation #4: Improving “Bounce Rate”
Develop a mapping document that targets 3-5 keywords per page
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29. Webinar Agenda: Metrics We’ll Cover
Traffic Sources
1 Overview of different sources that send traffic to your site
Organic Traffic
2 A critical metric for assessing the impact of your SEO efforts
Top Webpages
3 Metric for determining which pages are most popular
Visitor Engagement Metrics
4 Bounce rate, time on site, pages per visit
Conversions
5 Helps to measure outcomes, i.e. did visitor perform our intended action?
#wm123
@bradleywjoe
30. Metric Defined: Conversion Rate
One of digital marketer’s favorite metrics for measuring outcomes
Outcomes (leads, sales,
form fill outs, etc.)
Conversion
Rate
Total Number of Visits
Ask Yourself: How many visitors completed your intended action?
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31. Why This Metric Matters: Conversion Rate
Conversion Rate helps us prove the value of our digital marketing
investment
Conversion Rate is a great metric because…
Compared to most online metrics, it is one of the
closest to actual business outcomes
It can be optimized for and improved!
It measures if our visitors are performing our
intended actions on the website
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32. Google Benchmark Results: Conversion Rate
Conversion rates vary by country, with the US conversion rate being
approximately 1%
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33. Recommendation #5: Match Keywords to Conversions
Determine which keywords are driving conversions for your site
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34. Recommendation #5: Match Keywords to Conversions
Determine which keywords are driving conversions for your site
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@bradleywjoe
35. Key Takeaways
• What Gets Measured, Gets Managed: Take advantage of analytics
tools to start tracking important website metrics
• Define Your End Goal: Regardless of tactics utilized, don’t lose site of
overall strategy and expected outcomes.
• Prove the ROI: Continually measure the performance of digital channels
(SEO, PPC, Social) and verify that it is the best use of your company’s
investment.
#wm123
@bradleywjoe
37. Contact Us about Qualifying for a Complimentary Analysis
-Competitive Report: find out where you rank against your top
competitors and what tactics they’re employing
-Opportunity Analysis: learn how to improve your Digital Marketing
Strategy and see how much opportunity is available for your company
-ROI Tracking: detailing the keywords and sources that visitors are using
to discover your website and if those visitors are converting into leads and
sales
Please contact:
seo@webmarketing123.com
#wm123
@bradleywjoe
