New seo metrics ses new york andy betts

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

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.”

New York | March 19–23, 2012 | #sesny Times are changing Channels are converging

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.”

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?

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

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

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!!

New York | March 19–23, 2012 | #sesny ULlize the right technology That will give you the right metrics

New York | March 19–23, 2012 | #sesnyReporLng the right metrics to the right people Departmentalize Dashboards

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

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

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

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

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”

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

New York | March 19–23, 2012 | #sesny Thank you LinkedIn: h8p://uk.linkedin.com/in/ be8sandy Twi8er : @andybe8s1

New seo metrics ses new york andy betts

by Andy Betts

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