New seo metrics ses new york andy betts

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As knowledge of SEO practices moves from the offices of the optimizers to the board room, the standard metrics used by the practitioners of this former dark art are straining under the weight of the …

As knowledge of SEO practices moves from the offices of the optimizers to the board room, the standard metrics used by the practitioners of this former dark art are straining under the weight of the all powerful bottom line. The days when upper management was impressed by subtle changes in Page Rank have been replaced by questions of LTV and ROI. As more resources are being dedicated to creating the perfectly optimized and keyword rich landing page, C-level executives are demanding proof of the return they are receiving from these resources. This panel will discuss a myriad of ways to move beyond Page Rank and will cover topics including:

Google's new "Search Your World"
Geotargeting
Personalized results
Which keywords bring traffic
Newsletter sign-ups, social media follows and white paper downloads

More in: Technology , Business
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  • 1. SEO  Metrics  New  Ways  To  Think  About  Metrics    Andy  Be8s  Global  Search  and  Digital  Strategist    Twi8er:  @andybe8s1      h8p://uk.linkedin.com/in/be8sandy   New  York  |  March  19–23    
  • 2. New York | March 19–23, 2012 | #sesny The  SEO  Market  Has  Finally  Matured     $33   Billion   from   search  “Marketers  refocus  their  search  markeLng  strategies  on  “geMng  found”  by  users   through  any  medium  —  not  just  search  engines.”  
  • 3. New York | March 19–23, 2012 | #sesny Times  are  changing  Channels  are  converging  
  • 4. New York | March 19–23, 2012 | #sesny SEO  is  not  just  SEO  anymore………   “Marketers  refocus  their  search  markeLng  strategies  on  “geMng  found”  by  users  through   any  medium  —  not  just  search  engines.”    
  • 5. New York | March 19–23, 2012 | #sesnyThinking  beyond  just  rankings     •  #  Rankings  mean  nothing  unless  you   put  a  value  on  them   •  #  Use  organic  traffic  data  and  PPC   keyword  data  and  project  spend  like   you  would  PPC   •  #  Use  this  data  also  to  benchmark   where  you  are  in  relaFon  to  your   compeFFon   •  Are  you  winning  or  losing?    
  • 6. New York | March 19–23, 2012 | #sesny Matching  value  to  key  SEO  metrics     Value  Traffic    Visits  from  the  search  engines  How  many  pages  receive  visits  from  these  search  engines  How  many  keywords  are  sending  traffic  to  site  Links  Domain  based  metrics  (authority,  root  domains,  trust)  Backlink  analysis  (number  of  backlinks)  Rankings  PosiFon  –  Volume  based  terms,  long  tail  terms,    Brand  v  non  branded  terms  
  • 7. New York | March 19–23, 2012 | #sesny ReacLve  v  Pro-­‐acLve  Metrics     Measurement  of  the  compeFFon  Loss  of  rankings   Industry  insight  and  posiFoning  Basic  Traffic  metrics   AdapFng  to  change  (Algorithmic)  ReducFon  in  acFons  –  conversions  Loss  of  business  –  pitches,  calls,   V   Influencer  based  metrics    emails   Social  Value  Binary  metrics   New  dashboards   ReporFng  Widgets   ATribuFon  based  metrics   Recording  acFon  &  what  you  did!!   Advanced  AnalyLcs  +  SEO  Tools  +  Enterprise  SEO  technology      
  • 8. New York | March 19–23, 2012 | #sesny ProacLve  -­‐  Place  a  value  on  SEO  Opportunity     Think  PPC  as  you  forecast  SEO    CPA  (Cost  Per  AcquisiLon)  is  the  ulLmate  metric!!    
  • 9. New York | March 19–23, 2012 | #sesny ULlize  the  right  technology    That  will  give  you  the  right  metrics    
  • 10. New York | March 19–23, 2012 | #sesnyReporLng  the  right  metrics  to  the  right  people       Departmentalize  Dashboards  
  • 11. New York | March 19–23, 2012 | #sesny ReporLng  to  the  right  people  “If  your  CEO  gets  SEO  then  he  invests  more  in  it   and  YOU  become  the  hero.”         Relevant  Metric  –  Relevant  People  –  Relevant   Format  –  Relevant  Time  
  • 12. New York | March 19–23, 2012 | #sesny GO  ON!!  -­‐  Admit  that  you’re  a  marketer        MulF-­‐channel  aTribuFon  –  fight  the  PPC  power!          Local  Search  (Panda)  –  adapt  to  change  and  use  analyFcs  much  more    Brand  –  Try  to  understand  the  soYer  metrics  Social  media  convergence  and  metrics  –  API’s  and  build  your  own  metrics  
  • 13. New York | March 19–23, 2012 | #sesnyConverged  Media  Metrics     Technical   Onsite   Off  site   Social  Signals   Social  Influence   Share  of  voice   Personalized  v  local   ATribuFon  –  Click  sequence,  assisted  keywords    
  • 14. New York | March 19–23, 2012 | #sesny Converged  /  Inbound  MarkeLng  Metrics      Brand  vs.  non  brand  terms  –  Traffic,  Links,  Rankings,  Content,  Social  signals  Organic  traffic  by  topic  Conversions  and  assisted  conversions  –  aTribuFon  Assisted  &  last  click  conversions  EVERYWHERE  
  • 15. New York | March 19–23, 2012 | #sesnySocial  Value  and  Metrics   IdenFfy  the  full  value  of  traffic   coming  from  social  sites     Measure  how  they  lead  to  direct   conversions  or  assist  in  future   conversions   On  and  off  of  page  -­‐   Understanding  social  acFviFes  to   take  acFons  and  opFmize  user   engagement  and  increase  social   key  performance  indicators  (KPIs)   “Making  beTer,  more  efficient   data-­‐driven  decisions”  
  • 16. New York | March 19–23, 2012 | #sesnyRe-­‐cap    5  ways  to  turn  metrics  into  more  money    •  #1  Place  value  on  each  SEO  metric  related  to  your  key  business  goals  •  #2  UFlize  tools  and  technology  to  create  new  meaningful  metrics  •  #3  ReporFng  the  right  metrics  to  the  right  people  –  think  beyond  just  rankings  •  #4  Wade  your  wade  through  muddy  waters  –  look  at  converged  media   metrics  •  #5  Make  it  easy  for  CEO’s  to  invest  more  in  SEO     Your logo here @andybetts1
  • 17. New York | March 19–23, 2012 | #sesny     Thank  you     LinkedIn:  h8p://uk.linkedin.com/in/   be8sandy   Twi8er  :  @andybe8s1