@KerryDean
SEO Success Metrics of the Future!
@KerryDean
A BRIEF INTRODUCTION
“Mama said not to be givin’ presentations to strangers.”
@KerryDean
A LITTLE BIT ABOUT ME
“I’m Kerry. Kerry Dean. Well, now we ain’t strangers any more.”
@KerryDean
I LOVE THIS STUFF
@KerryDean
RELEVANT
@KerryDean
NOW LET’S TALK SEO SUCCESS METRICS
@KerryDean
IN ORDER TO UNDERSTAND, THE FUTURE….
@KerryDean
WE HAVE TO GO BACK, KATE!
@KerryDean
IN THE BEGINNING…
@KerryDean
THERE WERE “HITS”
@KerryDean
AND RANKINGS.
@KerryDean
Today, digital marketers tend to focus on these primary
success metrics:
1. Organic Visits (Sessions, New Visit...
@KerryDean
4. Transactions (Orders)
5. Quantity (Units)
6. Average Order Value
7. Conversion Rate
8. Revenue Per Visitor
9...
@KerryDean
11. Bounce Rate
12. Adjusted Bounce Rate
13. Time on Site
14. Dwell Time
15. Return Frequency
16. Scrolling
17....
@KerryDean
20. Total # of Keywords Driving Organic Traffic
21. Total # of Keywords Driving Organic Revenue
22. Total # of ...
@KerryDean
20. Total # of Keywords Driving Organic Traffic
21. Total # of Keywords Driving Organic Revenue
22. Total # of ...
@KerryDean
I NEED ALL THOSE KPI’S SEGMENTED BY:
• Device Type
o Desktop
o Mobile Phone
o Tablet
o “Phablet”
• Oh, and also...
@KerryDean
25 KPI’S
x 3 DEVICE TYPES
x 3 OTHER DIMENSIONs
x SOME OTHER DIMENSIONS
= A LOT OF REPORTS!
HOW MANY KPI’S IS TH...
@KerryDean
26. # OF PAGES INDEXED
27. CTR DATA FROM WMT
28. # OF NEW LINKS & HISTORICAL LINKS
29. # OF LIKES & FOLLOWERS F...
@KerryDean
#SMALLDATA
LET’S GET THIS TRENDING
@KerryDean
“Information is powerful.
But it is how we use it that
will define us.” - @Avinash
@KerryDean
• DETERMINE WHICH KPI’s MATTER TO YOUR CLIENT.
• DETERMINE WHICH KPI’s ACCURATELY MEASURE THE
SUCCESS/FAILURE O...
@KerryDean
WE NEED THE DATA IN ORDER TO TELL THE STORY.
HOWEVER…
PEOPLE WANT THE STORY. NOT THE DATA.
WHAT I HAVE LEARNED
@KerryDean
SEMRush
@KerryDean
+13 more: CH,DK,FI,HK,IE,IL,MX,NL,NO,PL,SE,SG,TR
@KerryDean
SEMRush  Organic Research  Positions
@KerryDean
@KerryDean
You can download this data by month
going all the way back to Jan-2012.
DO IT!
@KerryDean
Once you have the data, there is only
one thing left to do…
PIVOT
TABLE!
@KerryDean
First, add a few new columns.
@KerryDean
What can you do with this data?
@KerryDean
1. Ranking Trends for Keywords (Position Groups)
@KerryDean
2. # of Keywords Ranking for a Set of Keywords
@KerryDean
3. # of Keywords Ranking for All URLs
@KerryDean
3. (CONT…) # of Keywords Ranking for All URLs
@KerryDean
4. Keyword Tiers (Y/Y Comparisons)
@KerryDean
5. Trended Keyword Tiers
@KerryDean
6. Plot URL Ranking Data Over Actual Visits Data
@KerryDean
1. Segment groups of URLs by:
o Product
o Category
o Sub-Cats
o Sub-Domains
2. Filter each group by:
o Brand vs...
@KerryDean
Channel Attribution: Assisted Conversion Data
@KerryDean
ASSISTED CONVERSIONS
@KerryDean
MIND = BLOWN
This is a data goldmine for marketers. More info here.
@KerryDean
IN THE YEAR 2000…
Organic Search KPI’s will help tell the overall story.
@KerryDean
Looking Deeper Into The Present
@KerryDean
First, Let’s Talk About:
@KerryDean
THESE LISTS ARE GOLD, JERRY! GOLD!
@KerryDean
Link Velocity
Backlink growth is consistently positive.
@KerryDean
Rankings
Keyword exposure doubled in last 12 months.
@KerryDean
Buzzfeed create content that appeals to every
type of social sharer. We can’t resist reading their
content. We ...
@KerryDean
1. Create content that is irresistible.
(read: powerful, convincing, tempting)
2. Make it long enough that *Goo...
@KerryDean
• Satisfaction KPI’s
1. Time on Site
2. Time on Page
3. Dwell Time
4. Adjusted Bounce Rate
5. Site Speed (overa...
@KerryDean
Proving It With Data
Correlating Engagement & Rankings
@KerryDean
One Interesting Correlation
There is a correlation
between Average Time On
Site and Ranking Position.
@KerryDean
Another Interesting Correlation
No correlation between
Bounce Rate and
Ranking Position.
@KerryDean
OR IS THERE!???
*Some* sites with lower bounce rates
also tend to have better rankings.
@KerryDean
Starting the Conversation
We have reached a point in SEO where we need to start the
conversation about building...
@KerryDean
Looking Into The Future
@KerryDean
Let’s Talk About Apps
@KerryDean
Google is Now Sending Searches to Apps
“Today, we’re expanding it to work for
English content worldwide. And we...
@KerryDean
Bing is Doing It To!
@KerryDean
The Path for Organic Searchers is Changing
INITIAL SEARCH
OR
WEBSITE
VISIT
APP
VISIT
@KerryDean
You may notice a drop in organic traffic to your website as Google and Bing
begin to send more organic search t...
@KerryDean
Be Sure To Get Your App Indexed!
@KerryDean
#SEAPPTIMIZATION
GET READY FOR THIS
@KerryDean
Typical App Engagement Metrics
If organic search begins to drive searchers to your app, you will need to track
...
@KerryDean
THE END
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SEO Success Metrics of the Future!

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Presented on June 12, 2014 at SMX Advanced 2014 in Seattle, WA.

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SEO Success Metrics of the Future!

  1. 1. @KerryDean SEO Success Metrics of the Future!
  2. 2. @KerryDean A BRIEF INTRODUCTION “Mama said not to be givin’ presentations to strangers.”
  3. 3. @KerryDean A LITTLE BIT ABOUT ME “I’m Kerry. Kerry Dean. Well, now we ain’t strangers any more.”
  4. 4. @KerryDean I LOVE THIS STUFF
  5. 5. @KerryDean RELEVANT
  6. 6. @KerryDean NOW LET’S TALK SEO SUCCESS METRICS
  7. 7. @KerryDean IN ORDER TO UNDERSTAND, THE FUTURE….
  8. 8. @KerryDean WE HAVE TO GO BACK, KATE!
  9. 9. @KerryDean IN THE BEGINNING…
  10. 10. @KerryDean THERE WERE “HITS”
  11. 11. @KerryDean AND RANKINGS.
  12. 12. @KerryDean Today, digital marketers tend to focus on these primary success metrics: 1. Organic Visits (Sessions, New Visits, New Visitors) 2. Organic Revenue 3. Keyword Rankings WE’VE COME A LONG WAY!
  13. 13. @KerryDean 4. Transactions (Orders) 5. Quantity (Units) 6. Average Order Value 7. Conversion Rate 8. Revenue Per Visitor 9. Average Cart Size 10. Revenue per Unit Sold SECONDAY ECOMMERCE KPI’s
  14. 14. @KerryDean 11. Bounce Rate 12. Adjusted Bounce Rate 13. Time on Site 14. Dwell Time 15. Return Frequency 16. Scrolling 17. Pages per Session/Visit 18. Events: Form Submissions, Video Plays, etc… 19. Social: Likes/Shares/+’s/Tweets/etc… ENGAGEMENT KPI’s
  15. 15. @KerryDean 20. Total # of Keywords Driving Organic Traffic 21. Total # of Keywords Driving Organic Revenue 22. Total # of URLs Driving Organic Traffic 23. Total # of URLs Driving Organic Revenue 24. Total # of Search Engines Driving Organic Visits 25. Total # of Search Engines Driving Organic revenue AND DON’T FORGET THESE AWESOME SEO KPI’s!
  16. 16. @KerryDean 20. Total # of Keywords Driving Organic Traffic 21. Total # of Keywords Driving Organic Revenue 22. Total # of URLs Driving Organic Traffic 23. Total # of URLs Driving Organic Revenue 24. Total # of Search Engines Driving Organic Visits 25. Total # of Search Engines Driving Organic revenue AND DON’T FORGET THESE AWESOME SEO KPI’s! NOT PROVIDED?! THANKS A LOT, BIN LADEN.
  17. 17. @KerryDean I NEED ALL THOSE KPI’S SEGMENTED BY: • Device Type o Desktop o Mobile Phone o Tablet o “Phablet” • Oh, and also by: o Operating System o Screen Resolution o Browser OH…AND ALSO… Blade… Laser…. and Blaser.
  18. 18. @KerryDean 25 KPI’S x 3 DEVICE TYPES x 3 OTHER DIMENSIONs x SOME OTHER DIMENSIONS = A LOT OF REPORTS! HOW MANY KPI’S IS THAT? LET’S DO THE MATH. “Napoleon, like anyone can even know that.”
  19. 19. @KerryDean 26. # OF PAGES INDEXED 27. CTR DATA FROM WMT 28. # OF NEW LINKS & HISTORICAL LINKS 29. # OF LIKES & FOLLOWERS FOR SOCIAL PROFILES 30. CAN WE BUCKET THAT DATA BY PAGE TYPE? 31. … BY CATEGORY? 32. … BY SUBCATEGORY? 33. … BY SUBDOMAIN? 34. CAN I SEE THAT FOR EACH PERSONA GROUP? AHHHHHHHHH! ONE LAST THING… I PROMISE?
  20. 20. @KerryDean #SMALLDATA LET’S GET THIS TRENDING
  21. 21. @KerryDean “Information is powerful. But it is how we use it that will define us.” - @Avinash
  22. 22. @KerryDean • DETERMINE WHICH KPI’s MATTER TO YOUR CLIENT. • DETERMINE WHICH KPI’s ACCURATELY MEASURE THE SUCCESS/FAILURE OF YOUR SEO CAMPAIGN. • DETERMINE WHICH KPI’s ARE ACTIONABLE. THE GOALS
  23. 23. @KerryDean WE NEED THE DATA IN ORDER TO TELL THE STORY. HOWEVER… PEOPLE WANT THE STORY. NOT THE DATA. WHAT I HAVE LEARNED
  24. 24. @KerryDean SEMRush
  25. 25. @KerryDean +13 more: CH,DK,FI,HK,IE,IL,MX,NL,NO,PL,SE,SG,TR
  26. 26. @KerryDean SEMRush  Organic Research  Positions
  27. 27. @KerryDean
  28. 28. @KerryDean You can download this data by month going all the way back to Jan-2012. DO IT!
  29. 29. @KerryDean Once you have the data, there is only one thing left to do… PIVOT TABLE!
  30. 30. @KerryDean First, add a few new columns.
  31. 31. @KerryDean What can you do with this data?
  32. 32. @KerryDean 1. Ranking Trends for Keywords (Position Groups)
  33. 33. @KerryDean 2. # of Keywords Ranking for a Set of Keywords
  34. 34. @KerryDean 3. # of Keywords Ranking for All URLs
  35. 35. @KerryDean 3. (CONT…) # of Keywords Ranking for All URLs
  36. 36. @KerryDean 4. Keyword Tiers (Y/Y Comparisons)
  37. 37. @KerryDean 5. Trended Keyword Tiers
  38. 38. @KerryDean 6. Plot URL Ranking Data Over Actual Visits Data
  39. 39. @KerryDean 1. Segment groups of URLs by: o Product o Category o Sub-Cats o Sub-Domains 2. Filter each group by: o Brand vs Non-Brand o Search Volume Tiers The SEMRush Data Allows You To:
  40. 40. @KerryDean Channel Attribution: Assisted Conversion Data
  41. 41. @KerryDean ASSISTED CONVERSIONS
  42. 42. @KerryDean MIND = BLOWN This is a data goldmine for marketers. More info here.
  43. 43. @KerryDean IN THE YEAR 2000… Organic Search KPI’s will help tell the overall story.
  44. 44. @KerryDean Looking Deeper Into The Present
  45. 45. @KerryDean First, Let’s Talk About:
  46. 46. @KerryDean THESE LISTS ARE GOLD, JERRY! GOLD!
  47. 47. @KerryDean Link Velocity Backlink growth is consistently positive.
  48. 48. @KerryDean Rankings Keyword exposure doubled in last 12 months.
  49. 49. @KerryDean Buzzfeed create content that appeals to every type of social sharer. We can’t resist reading their content. We can’t resist sharing their content. Buzzfeed & Human Psychology
  50. 50. @KerryDean 1. Create content that is irresistible. (read: powerful, convincing, tempting) 2. Make it long enough that *Google* will notice people staying on your site forever. What We Can Learn from Buzzfeed “Nobody reads something because it is long. They read despite it being long.” - Ben Smith Buzzfeed Editor in Chief
  51. 51. @KerryDean • Satisfaction KPI’s 1. Time on Site 2. Time on Page 3. Dwell Time 4. Adjusted Bounce Rate 5. Site Speed (overall and page level) • Popularity KPI’s 6. External Links (Backlinks, “Social Echo”) 7. Social Shares (Likes, Tweets, +’s, Pins, etc…) ENGAGEMENT / INTERACTION METRICS
  52. 52. @KerryDean Proving It With Data Correlating Engagement & Rankings
  53. 53. @KerryDean One Interesting Correlation There is a correlation between Average Time On Site and Ranking Position.
  54. 54. @KerryDean Another Interesting Correlation No correlation between Bounce Rate and Ranking Position.
  55. 55. @KerryDean OR IS THERE!??? *Some* sites with lower bounce rates also tend to have better rankings.
  56. 56. @KerryDean Starting the Conversation We have reached a point in SEO where we need to start the conversation about building better websites. Use the two previous graphs to get the conversation started: 1. Comparing Average Time on Site to Ranking Positions 2. Comparing Bounce Rates to Ranking Positions
  57. 57. @KerryDean Looking Into The Future
  58. 58. @KerryDean Let’s Talk About Apps
  59. 59. @KerryDean Google is Now Sending Searches to Apps “Today, we’re expanding it to work for English content worldwide. And we’re including 24 more apps… – Google Search Blog (Apr. 3, 2014)
  60. 60. @KerryDean Bing is Doing It To!
  61. 61. @KerryDean The Path for Organic Searchers is Changing INITIAL SEARCH OR WEBSITE VISIT APP VISIT
  62. 62. @KerryDean You may notice a drop in organic traffic to your website as Google and Bing begin to send more organic search to your app instead. If You Have An App… App Launches
  63. 63. @KerryDean Be Sure To Get Your App Indexed!
  64. 64. @KerryDean #SEAPPTIMIZATION GET READY FOR THIS
  65. 65. @KerryDean Typical App Engagement Metrics If organic search begins to drive searchers to your app, you will need to track their behavior in the app. 1. Users 2. Session Length 3. Session Interval 4. Time in App 5. Acquisition 6. Screen Flow 7. Retention 8. Lifetime Value 9. …and more! Get ready for App KPI’s. It’s going to get fun.
  66. 66. @KerryDean THE END

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