MEASURING SEO VALUE
SMX Sydney 2014
Jon Quinton
Agency Director
jon@builtvisible.com
@jonquinton1
Ever done a great job, and
been fired?
Yup. That.
Part One: Measuring value
HAS to start at the
beginning.
SEO Strategy vs. Service
Strategy:
SEO Strategy Service Strategy
• Content Strategy
• Technical SEO Issues
• Keyword Resea...
Typical situations…
Pitching the pitch:
In house SEO team under
pressure to deliver financial
targets from business units.
Do you know precise...
Under pressure: Sometimes there’s fatigue
around digital marketing.
Have you been hired to re-
engage?
Internal budgeting structure
can have a huge impact on
expectations.
Understand that budgeting
split.
With that knowledge,
setting the right KPIs
becomes easy.
Setting KPIs need be no more
complicated than this:
Internal
pressures / goals
KPIs
Keep KPIs simple, specific and
achieva...
For example:
− Grow Revenue via Organic by 50% year on year
− Increase entrances to ‘x’ categories by 100%
− Produce conte...
This information must feed
into our reporting.
Avoid reporting for reporting's
sake.
Yes, make it replicable – but
always focus on your KPIs, pain
points and your unders...
Data reporting:
Organic Traffic Revenue via Organic
Activity Reporting:
Have we done what we said we’d
do, within the committed time
frame?
Reporting commentary should
proactively answer questions.
Are we where we expected to be,
and always providing a reason
‘w...
Part Two: How?
All You Really Need.
Traffic & Revenue:
Use custom reports and
dashboards in GA.
Project management:
Whatever you use, you need some
form of system for tracking
changes, tasks and Q&A.
Rankings:
AWR + Trusted Proxies = WIN
Present your points simply:
With the previously mentioned
stuff set up, creating beautiful
reports in Excel becomes easy.
Are my priority categories
(by revenue) improving?
Using custom reports for quick
access:
What action points can I
derive?
Are people talking about
my content?
Has our link building really
been effective?
One last thing…
Simplicity is Beautiful
Useful
THANK YOU
Any Questions?
Jon Quinton
Agency Director
jon@builtvisible.com
@jonquinton1
Measuring Your SEO Value
Measuring Your SEO Value
Measuring Your SEO Value
Measuring Your SEO Value
Measuring Your SEO Value
Measuring Your SEO Value
Measuring Your SEO Value
Measuring Your SEO Value
Measuring Your SEO Value
Measuring Your SEO Value
Measuring Your SEO Value
Measuring Your SEO Value
Measuring Your SEO Value
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Measuring Your SEO Value

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Measuring Your SEO Value

  1. 1. MEASURING SEO VALUE SMX Sydney 2014 Jon Quinton Agency Director jon@builtvisible.com @jonquinton1
  2. 2. Ever done a great job, and been fired? Yup. That.
  3. 3. Part One: Measuring value HAS to start at the beginning.
  4. 4. SEO Strategy vs. Service Strategy: SEO Strategy Service Strategy • Content Strategy • Technical SEO Issues • Keyword Research • Creative Campaigns • Traffic Increases • Rankings • Revenue Targets • Key Stakeholders • Organisational Structure • Budget Split • Branding Issues
  5. 5. Typical situations…
  6. 6. Pitching the pitch: In house SEO team under pressure to deliver financial targets from business units. Do you know precisely what that number is?
  7. 7. Under pressure: Sometimes there’s fatigue around digital marketing. Have you been hired to re- engage?
  8. 8. Internal budgeting structure can have a huge impact on expectations. Understand that budgeting split.
  9. 9. With that knowledge, setting the right KPIs becomes easy.
  10. 10. Setting KPIs need be no more complicated than this: Internal pressures / goals KPIs Keep KPIs simple, specific and achievable.
  11. 11. For example: − Grow Revenue via Organic by 50% year on year − Increase entrances to ‘x’ categories by 100% − Produce content that assists with the conversion path Also be clear on where your responsibility ends – particularly when dealing with lead gen or sites with a complex purchasing process.
  12. 12. This information must feed into our reporting.
  13. 13. Avoid reporting for reporting's sake. Yes, make it replicable – but always focus on your KPIs, pain points and your understanding of expectations.
  14. 14. Data reporting: Organic Traffic Revenue via Organic
  15. 15. Activity Reporting: Have we done what we said we’d do, within the committed time frame?
  16. 16. Reporting commentary should proactively answer questions. Are we where we expected to be, and always providing a reason ‘why’ for any shifts.
  17. 17. Part Two: How?
  18. 18. All You Really Need.
  19. 19. Traffic & Revenue: Use custom reports and dashboards in GA.
  20. 20. Project management: Whatever you use, you need some form of system for tracking changes, tasks and Q&A.
  21. 21. Rankings: AWR + Trusted Proxies = WIN
  22. 22. Present your points simply: With the previously mentioned stuff set up, creating beautiful reports in Excel becomes easy.
  23. 23. Are my priority categories (by revenue) improving?
  24. 24. Using custom reports for quick access:
  25. 25. What action points can I derive?
  26. 26. Are people talking about my content?
  27. 27. Has our link building really been effective?
  28. 28. One last thing…
  29. 29. Simplicity is Beautiful Useful
  30. 30. THANK YOU Any Questions? Jon Quinton Agency Director jon@builtvisible.com @jonquinton1

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