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How To Track Investment In SEO

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A presentation from Neil Walker on how to track investment in SEO.

A presentation from Neil Walker on how to track investment in SEO.

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  • Resourceshttp://www.impactmedia.co.uk/blog/search-engine-news/search-engine-market-share-statistics-february-2010-283798/http://training.seobook.com/google-ranking-value
  • Resources:http://paulpedersen.com/blog/2009/08/repositioning-of-google-sponsored-links/http://www.leadgenerators.co.uk/articles/sponsored-vs-organic-listingshttp://www.webmasterworld.com/forum81/4944.htmhttp://www.prweb.com/releases/2005/03/prweb213516.htm
  • Resources:http://www.searchviews.com/index.php/archives/2009/08/search-news-google%E2%80%99s-move-left-leads-to-double-digit-rise-in-clicks.php
  • Resources:http://training.seobook.com/google-ranking-value
  • Resources:http://training.seobook.com/google-ranking-value
  • Resources:Neil Walker (Research)
  • Resources:Neil Walker (Research)
  • Resources:http://content.websitegear.com/article/conversion_rate.htm
  • Resources:http://content.websitegear.com/article/conversion_rate.htm
  • Resourceshttps://adwords.google.com/select/KeywordToolExternalMicrosoft-advertising-intelligencehttps://adwords.google.com/o/Targeting/Explorer
  • Transcript

    • 1. How to track investment in SEO against returns
      Neil Walker
      CTO
      Just Search Ltd
    • 2. Who am I?
      Who am I? Neil Walker
      Position: Chief Technical Officer
      Company: Just Search Ltd
      Expertise:
      • Search Engine Optimisation
      • 3. Pay Per Click
      • 4. Analytics Qualified
      • 5. Conversion Rate Optimisation
      Experience
      • Worked or been involved with SEO for over 2500 clients in the UK and nearly 5000 clients for Pan Europe.
      Twitter.com/TheUKSEO
      www.seomad.com
    • 6. Disadvantages of SEO over PPC
      You can’t work out traffic for SEO?
      You can’t track conversions in SEO?
      You can’t rank 1st page instantly in SEO?
      You can’t work out organic CTR?
      You can’t predict required budgets in SEO?
      You can’t optimise 100’s of phrases in SEO?
      More people click on sponsored adverts?
      You can’t improve website conversion rate with SEO?
      You can’t do SEO without PPC?
      SEO costs less than PPC?
      False
      False
      True
      False
      False
      False
      False
      False
      False
      TRICK!
      Twitter.com/TheUKSEO
      www.seomad.com
    • 7. Learning Objectives
      The purpose of this seminar is to show you how to create a factual SEO Business Plan / Case by:
      Predicting organic traffic to your website
      Analysing the potential income
      Studying the investment required
      Working out profit & loss for your business plan.
      Carrying out ongoing tracking of your predictions
      Looking at long term goals by reviewing the potential from ranking between positions 10-5 against 3-1.
      Twitter.com/TheUKSEO
      www.seomad.com
    • 8. Google’s Domination
      Twitter.com/TheUKSEO
      www.seomad.com
    • 9. Click Through Rates
    • 10. Organic vs.. PPC Click Through Rates Pt.1
      Twitter.com/TheUKSEO
      www.seomad.com
    • 11. Organic vs.. PPC Click Through Rates Pt.2
      Twitter.com/TheUKSEO
      www.seomad.com
    • 12. Organic Click Through Rates (Eye Tracking 2004)
      People have been interested in CTR for many years.
      This image was highlighted by SEO Researcher.com based on research from Cornell University from 2004
      Twitter.com/TheUKSEO
      www.seomad.com
    • 13. Organic Click Through Rates (AOL 2006)
      August of 2006 AOL leaked millions of search records
      Twitter.com/TheUKSEO
      www.seomad.com
    • 14. Organic Click Through Rates (Google 2010) Pt.1
      This month GWT enhanced their Top Search Query Function.
      At Just Search we compiled sample data from 100 clients across 1500 key phrases.
      Twitter.com/TheUKSEO
      www.seomad.com
    • 15. Organic Click Through Rates (Google 2010) Pt.2
      We took the data and also segmented in by Key Phrase length, again this revealed some interesting information about ranking No.1
      Twitter.com/TheUKSEO
      www.seomad.com
    • 16. Organic CTR
      From the collated data we can now make an educated guess at the Click Through Rate if your website ranks on the first page for a given keyword
      Position 2-10 = CTR 4.85%
      Twitter.com/TheUKSEO
      www.seomad.com
    • 17. Conversion Rates
    • 18. Website Conversion Rates
      PPC is a good way to find out your website’s conversion rate, however if you do not have this luxury, there are a number of sources which can give you an idea of Average Conversion rates.
      Twitter.com/TheUKSEO
      www.seomad.com
    • 19. Website Conversion Rates
      From the collated data we can now make an educated guess at the conversion rate of your website
      Average Conversion Rate = 2.9%
      Twitter.com/TheUKSEO
      www.seomad.com
    • 20. Keyword Analysis
    • 21. Keyword Analysis Pt.1
      Use a tool to give you the predicted traffic i.e.
      https://adwords.google.com/select/KeywordToolExternal
      Microsoft-advertising-intelligence
      https://adwords.google.com/o/Targeting/Explorer
      Twitter.com/TheUKSEO
      www.seomad.com
    • 22. Keyword Analysis Pt.2
      We now have the following data:
      • CTR on Ranking Organically between 2-10
      • 23. Average Website Conversion Rate
      • 24. Exact predicted Monthly Traffic per keyword
      We now need:
      • Potential Timescale to gain results
      • 25. Average Gross Profit per service / product.
      • 26. Average Order Values
      Twitter.com/TheUKSEO
      www.seomad.com
    • 27. Income, Investment & Timescales
    • 28. Predicting Timescales
      This requires expertise!!
      • If you’re client-side, then get estimated timescales from a potential SEO provider
      • 29. If you’re agency-side, then look at all the factors required to gain a ranking and use your experience to predict a timeline.
      Twitter.com/TheUKSEO
      www.seomad.com
    • 30. Investment Required
      Again client-side – You will get potential cost from your SEO Provider.
      Agency-side – You need to think about:
      Twitter.com/TheUKSEO
      www.seomad.com
    • 31. Potential Income
      Finally, to put your business plan together you need to know your potential Gross Profit %.
      • Either an average GP
      • 32. Or even better a GP per product.
      You will also need to look at your potential Average Order Values or Product / Service Prices
      • Carry out market research
      • 33. E-commerce site / service site
      Twitter.com/TheUKSEO
      www.seomad.com
    • 34. Quick Overview
      You should now have the following data:
      • First Page CTR
      • 35. Website Conversion Rate
      • 36. Potential Keywords & Traffic
      • 37. Predicted Timescales
      • 38. Investment Required
      • 39. Average Order Value
      • 40. Average Gross Profit
      Twitter.com/TheUKSEO
      www.seomad.com
    • 41. Financials
    • 42. Putting it together
      Use Excel to put all your information together
      Twitter.com/TheUKSEO
      www.seomad.com
    • 43. Pivot Table
      Create a Pivot Table
      Analyse the potential income you will start receiving for each keyword for each month.
      Twitter.com/TheUKSEO
      www.seomad.com
    • 44. Investment
      Your SEO Company advises it will cost you £2500 pcm
      Will you make a profit?
      How long will it take you to break even?
      How long will it take to pay back your investment?
      Twitter.com/TheUKSEO
      www.seomad.com
    • 45. Profit & Loss Year 1
      Twitter.com/TheUKSEO
      www.seomad.com
    • 46. Payback
      Twitter.com/TheUKSEO
      www.seomad.com
    • 47. 2 Year Profit Forecast
      Twitter.com/TheUKSEO
      www.seomad.com
    • 48. Tracking
    • 49. Ongoing Tracking
      Use Google Analytics
      Set up Conversion Goals
      Set up Goal Funnels
      Set up E-commerce tracking (if applicable)
      Set up Webmaster tools and monitor CTR
      Set up web ranking reports to monitor positions
      This will allow you to track the Business Plan you are working towards
      Twitter.com/TheUKSEO
      www.seomad.com
    • 50. Google Analytics – Custom Reporting Pt.1
      You can drill down by Source, then display:
      By Keyword.
      This tells you which keywords are making money!
      Twitter.com/TheUKSEO
      www.seomad.com
    • 53. Let’s look at Real Data!
    • 54. Real Data – CTR & Conversion(Month 11)
      Twitter.com/TheUKSEO
      www.seomad.com
    • 55. Predictions vs.. Actual Data
      Twitter.com/TheUKSEO
      www.seomad.com
    • 56. Actual P&L Year 1
      Twitter.com/TheUKSEO
      www.seomad.com
    • 57. Actual Payback
      Twitter.com/TheUKSEO
      www.seomad.com
    • 58. Future Goals
    • 59. Traffic vs.. Investment
      • 12 months later you are ranking on the first page
      • 60. Average Ranking positions of 10 to 5.
      • 61. How much is a top 2 position worth to you?
      • 62. How much are you willing to spend?
      Twitter.com/TheUKSEO
      www.seomad.com
    • 63. Traffic vs.. Investment
      • 23 x more traffic in No.1
      • 64. 5.6 x more traffic in No.2
      • 65. 3.7 x more traffic in No.3
      It is very likely that companies may need to double or triple SEO budgets to gain positions 1 & 2, this is well worth it!
      Twitter.com/TheUKSEO
      www.seomad.com
    • 66. Overview
    • 67. Learning Objectives - Recap
      Twitter.com/TheUKSEO
      www.seomad.com
    • 68. Question / Debate
      Twitter.com/TheUKSEO
      www.seomad.com