25 june 2009
How to measure (and op5mise) your Peter Leclercq
search engine marke5ng investments

Web Analy5cs for Search

Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
Keyword 6
Keyword 7
Keyword 8
Keyword 9
Keyword 10

Keyword 252
Keyword 253
Keyword 254
Keyword 255
Keyword 256
Keyword 257
Keyword 258
Keyword 259
Keyword 260
Keyword 261
Keyword 262
Keyword 263
Keyword 264
Keyword 265

Conversion
Keyword Visits Impressions Clicks Cost CTR CPC RPC Return ROI
%
1. Keyword 1 840 19.567 840 €495,60 4,29% €0,59 €0,83 1,66% €697,20 141%
2. Keyword 2 711 78.347 711 €284,40 0,91% €0,40 €1,09 2,18% €774,99 273%
3. Keyword 3 709 23.698 709 €446,67 2,99% €0,63 €0,06 0,11% €39,00 9%
4. Keyword 4 637 29.856 637 €382,20 2,13% €0,60 €0,86 1,72% €547,82 143%
5. Keyword 5 505 64.987 505 €60,60 0,78% €0,12 €0,00 0,00% €0,00 0%
6. Keyword 6 489 43.767 489 €273,84 1,12% €0,56 €3,07 6,14% €1.501,23 548%
7. Keyword 7 472 27.650 472 €316,24 1,71% €0,67 €0,00 0,00% €0,00 0%
8. Keyword 8 426 35.400 426 €217,26 1,20% €0,51 €0,17 0,34% €72,42 33%
9. Keyword 9 412 32.120 412 €218,36 1,28% €0,53 €0,02 0,04% €8,24 4%
10. Keyword 10 376 13.406 376 €135,36 2,80% €0,36 €0,45 0,90% €169,20 125%

What if we could study traffic that is
coming from search engines
and
successfully conver5ng on the website?

* Courtesy of Avinash Kaushik

Organic
Search 140.698 visits
Traffic
Visitors
with Goal 7.346 visits
Comple5on
Conver5ng 308 visits
SEO traffic

This segment matches 308
Golden Visits you should look into
= “successful SEO traffic”

Search sent 308 visits via 87 keywords in this segment
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
Keyword 6
Keyword 7
Keyword 8
Keyword 9
Keyword 10

These 308 visits entered the site through 69 pages
Page 1
Page 2
Page 3
Page 4
Page 5
Page 6
Page 7
Page 8
Page 9
Page 10

But analy5cs only tell us how we are
found, not how we should be found!

SEO is like

It’s slow
It’s complex
You don’t sail it on auto‐pilot

But it’s very powerful when going in the right
direc5on
Organic Search doesn’t burn fuel (ad spend)
But it does cost a lot of effort

Don’t be afraid of hiring experts
But learn to understand it yourself
Do not outsource it as if it were just
website maintenance
A con5nuous mission

On the other hand…

SEA is like

It’s fast and nimble
You can quickly change course
But it does burn fuel

Paid Search can have
a scou5ng func5on

Find out which keywords, pages and
call‐to‐ac5on work well
Then op5mise your on‐page content
Improve your SEO strategy

Oien, branded keywords can make
upto 80% of the search traffic
= disguised direct traffic
the power lies within
Non‐branded search traffic

SEA is complementary to SEO
and scou5ng for opportuni5es

What have we
learned today?
* Courtesy of Piet Huysentruyt, Celebrity Chef

Don’t burn your fuel
carelessly

Spend your money wisely

Segment and analyse
your search traffic

SEA and SEO are really complementary
Explore keywords with Paid Search
Focus your SEO on the right keywords

@ The Reference
Performance based
full service digital agency

• Competence center for web analy5cs, search engine
marke5ng and website op5misa5on
• Located at The Reference in Ghent
serving European market
• Since 2007 part of the Emakina group (340+ people)
• Strategic focus with a performance based amtude working
towards qualita5ve and quan5ta5ve objec5ves

Some clients

Peter Leclercq
pleclercq@reference.be
0475 485 786

• DISCLAIMER: The content of this presenta5on does not cons5tute a commitment of The Reference NV or Emakina N.V. This
presenta5on thereto may contain informa5on which is confiden5al and/or protected by intellectual property rights and are
intended for the intended recipient only. Any use of the informa5on contained herein (including, but not limited to, total or
par5al reproduc5on, communica5on or distribu5on in any form) by persons other than the designated recipient(s) is
prohibited.
• © 2009 The Reference NV