SEO#2 - How to set SEO KPIs?
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SEO#2 - How to set SEO KPIs?

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The objectives will tell you the direction and the conditions, the KPIs will tell you if you are doing well or not! ...

The objectives will tell you the direction and the conditions, the KPIs will tell you if you are doing well or not!
The following slides will help you listing SEO KPIs.
It's very important to have clear what to measure in order to track the performance of your campaigns and overall strategy

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SEO#2 - How to set SEO KPIs? SEO#2 - How to set SEO KPIs? Presentation Transcript

  • #2 How to set SEO KPIs How to measure the success of your SEO strategy? http://antonellafoti.blogspot.co.uk/
  • Difference between Goals and Kpis http://antonellafoti.blogspot.co.uk/ GOALS/OBJECTIVES: define what you need to accomplish. Where you want to go. For example: you want to go from Paris to Milan in less than 12 hours spending less than 200£ in petrol KPIs are metrics that will tell you if you are on the way to achieve your objective For example: average speed, average consume, planned breaks etc.
  • What do you want to measure? #1:VOLUME OF ORGANICTRAFFIC AND CONVERSIONS KPIS: 1. % or number of visits/conversions including brand keywords 2. % or number of visits/conversions excluding brand keywords http://antonellafoti.blogspot.co.uk/ Users searching for brand keywords already know you and your product: they want you! The challenge is reaching those who don’t know you… Tool:Google Analytics
  • What do you want to measure? #2: MARKET SHARE ofVISITORS KPIS: 1. % of search demand for selected keywords (how many people are looking for “this”?) 2. % of position for selected target keywords (vs competitors) 3. % visibility for selected target keywords (vs competitors) http://antonellafoti.blogspot.co.uk/ Group keywords and create a comparison table Tools: Linkdex, Advanced Web Ranking, or just Google “free SEO tools”
  • What do you want to measure? #3: QUALITY OF ORGANICTRAFFIC KPIS: 1. Avg bounce rate from organic traffic compared to other sources 2. Avg conversion rate from organic traffic compared to other sources 3. Avg page depth of organic traffic compared to other sources http://antonellafoti.blogspot.co.uk/ The metrics above will tell you what your organic visitors do on your website (you can then filter by keyword). Compared month by month and year by year -Tool: Google Analytics
  • What do you want to measure? #4:VALUE OF ORGANICVISITORS KPI: 1. Amount or % contribution of sales from organic traffic http://antonellafoti.blogspot.co.uk/ VALUE DirectValue IndirectValue DeferredValue When an organic visit brings a financial conversion (i.e.: purchase) When an organic visit brings a non financial conversion (i.e.: newsletter sign up) When an organic visit brings an assisted conversion
  • What do you want to measure? #5: EFFICIENCY of SEO KPIS: 1. Number/% of pages generating organic traffic 2. Number/% of pages generating non-branded traffic 3. % of target keywords generating traffic/sales 4. Bounce rate for non branded SEO traffic http://antonellafoti.blogspot.co.uk/ The metrics above measures how many visitors your target keywords are generating against the number of assets (pages/videos/images) you have
  • Thank you! Do you have any questions? Just ask.. I ‘ll try to answer  http://antonellafoti.blogspot.co.uk/ Thank you, Antonella Foti