My SEO is doing fine!Zbigniew Nowicki, Managing Director, Bluerank
IntroductionWhat are the KPIsfor? Why measure?                    2
You canmanage if youcan measure.                3
KPIs are not about the list of keywords                                          4
Neither are KPIs about the anonymous crowd                                        5
KPIs are nor about spending lots of money                                            6
KPIs mustprecisely target…                    7
…your business objectives and needs!                   Your way to be no.1 in search engines worldwide…                   ...
Traffic sources, transition paths and patterns                     Your way to be no.1 in search engines worldwide…       ...
People [visitors]Your way to be no.1 in search engines worldwide…                                                   10
Interactions and type of actionYour way to be no.1 in search engines worldwide…                                           ...
Registrations, purchases and conversion                   Your way to be no.1 in search engines worldwide…                ...
Ocean of dataYour way to be no.1 in search engines worldwide…                                                   13
Interaction Traffic    People                                     with a                  Resultssources    [visitors]    ...
Is my website business effective?                           How many users come to                            the site and...
So, why set KPIs, monitor and measure?                                      Interaction Traffic        People             ...
DimensionsWhat can bemeasured and helpfulon-line?                       1                       7
Basic, quick and simple analysis                    Your way to be no.1 in search engines worldwide…                      ...
Intermediate level of understanding     Your way to be no.1 in search engines worldwide…                                  ...
Advanced, thorough and tasteful data mining                   Your way to be no.1 in search engines worldwide…            ...
The deeper you go, the more challenging it gets                           Traffic sources,                             use...
Setting and monitoring KPIs   When planning and implementing an Internet project, it is worthwhile to   define the change ...
MetricsWhat can bemeasured and helpfulin SEO?                       2                       3
SEO is a long-term process                   Your way to be no.1 in search engines worldwide…                             ...
SEO requires resourcesYour way to be no.1 in search engines worldwide…                                                   25
SEO result is visible with time                     Your way to be no.1 in search engines worldwide…                      ...
People’s search behavior across purchase funnel                                                  www.elliance.com         ...
KPIs set #1: SEO critical metrics               Number of         List of                landing         landing          ...
KPIs set #1: SEO critical metrics                                Number of                Conversion                      ...
KPIs set #1: SEO critical metrics                                  Top profitable                Keywords                 ...
KPIs set #2: SEO important metrics               Organic                traffic      Length of              per search    ...
KPIs set #2: SEO important metrics              Bounce rate     Average              per search     length of             ...
KPIs set #3: SEO useful metrics                Average               number of                               Users loyalty...
Look also for the grey zone - conversion overlap                        PPC         SEO                         Display   ...
And you get multichannel conversion paths                 Your way to be no.1 in search engines worldwide…                ...
So what is missing?Your way to be no.1 in search engines worldwide…                                                   36
Just add user experience evaluation                 Your way to be no.1 in search engines worldwide…                      ...
To know the reasons why…Your way to be no.1 in search engines worldwide…                                                  ...
Why do they visit your site?                  Your way to be no.1 in search engines worldwide…                            ...
Why do they like your products?      Your way to be no.1 in search engines worldwide…                                     ...
Why do they place an order or quit?                 Your way to be no.1 in search engines worldwide…                      ...
Key takeawayWhat should youremember?                  42
Advanced aboutBasic about the   More sophisticated                                          conversion and user traffic or...
Interaction Traffic       People                                        with a                  Resultssources       [visi...
Thank you for your attention…and do not hesitate to ask questionsZbigniew Nowicki, Managing Director, Bluerankzbigniew.now...
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Zbigniew Nowicki - SEO KPIs - SMX Stockholm 2011

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SMX Stockholm, Sweden
19 & 20 September, 2011

SEO KPIs

Speaker:
Zbigniew Nowicki,
Managing Director, Bluerank

Published in: Technology, Design
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Transcript of "Zbigniew Nowicki - SEO KPIs - SMX Stockholm 2011"

  1. 1. My SEO is doing fine!Zbigniew Nowicki, Managing Director, Bluerank
  2. 2. IntroductionWhat are the KPIsfor? Why measure? 2
  3. 3. You canmanage if youcan measure. 3
  4. 4. KPIs are not about the list of keywords 4
  5. 5. Neither are KPIs about the anonymous crowd 5
  6. 6. KPIs are nor about spending lots of money 6
  7. 7. KPIs mustprecisely target… 7
  8. 8. …your business objectives and needs! Your way to be no.1 in search engines worldwide… 8
  9. 9. Traffic sources, transition paths and patterns Your way to be no.1 in search engines worldwide… 9
  10. 10. People [visitors]Your way to be no.1 in search engines worldwide… 10
  11. 11. Interactions and type of actionYour way to be no.1 in search engines worldwide… 11
  12. 12. Registrations, purchases and conversion Your way to be no.1 in search engines worldwide… 12
  13. 13. Ocean of dataYour way to be no.1 in search engines worldwide… 13
  14. 14. Interaction Traffic People with a Resultssources [visitors] website data, data, data Your way to be no.1 in search engines worldwide… 14
  15. 15. Is my website business effective? How many users come to the site and what is the value of their visit? What is the user acquisition cost? Is it effective in terms of average basket? How many users do convert when introduced to different LP messages? 15
  16. 16. So, why set KPIs, monitor and measure? Interaction Traffic People with a Resultssources [visitors] website data, data, data KPIs give answers important to your business! Your way to be no.1 in search engines worldwide… 16
  17. 17. DimensionsWhat can bemeasured and helpfulon-line? 1 7
  18. 18. Basic, quick and simple analysis Your way to be no.1 in search engines worldwide… 18
  19. 19. Intermediate level of understanding Your way to be no.1 in search engines worldwide… 19
  20. 20. Advanced, thorough and tasteful data mining Your way to be no.1 in search engines worldwide… 20
  21. 21. The deeper you go, the more challenging it gets Traffic sources, user origin Traffic quality, user behavior Conversion and user satisfaction 21
  22. 22. Setting and monitoring KPIs When planning and implementing an Internet project, it is worthwhile to define the change in success criteria. Various web analytics platforms offer wide range of KPI definitions. The following criteria are only examples. Social networking Informational portal e-commerce solution number of unique number of unique number of unique visitors, amount of visitors and their visitors, bounce rate, publications and loyalty, amount of conversion rate, comments, average comments, average number of transactions,time on site, number of time on site, average user CPA, average new profiles, page views, number of order value, customer effectiveness of newsletter registrations retention, efficiency of invitations traffic sources 22
  23. 23. MetricsWhat can bemeasured and helpfulin SEO? 2 3
  24. 24. SEO is a long-term process Your way to be no.1 in search engines worldwide… 24
  25. 25. SEO requires resourcesYour way to be no.1 in search engines worldwide… 25
  26. 26. SEO result is visible with time Your way to be no.1 in search engines worldwide… 26
  27. 27. People’s search behavior across purchase funnel www.elliance.com 27
  28. 28. KPIs set #1: SEO critical metrics Number of List of landing landing pages pages Most Average popular number of templates keywords of landing per landing pages page 28
  29. 29. KPIs set #1: SEO critical metrics Number of Conversion unique rate per keywords that keyword drive traffic Number of unique Total organic branding traffic keywords that generate traffic 29
  30. 30. KPIs set #1: SEO critical metrics Top profitable Keywords / popular used in first / keywords in last visit in the different purchasing search process engines Branded to ROI of the non-branded SEO process traffic 30
  31. 31. KPIs set #2: SEO important metrics Organic traffic Length of per search queries engine Most Relative commonly growth of used words organic in key traffic phrases 31
  32. 32. KPIs set #2: SEO important metrics Bounce rate Average per search length of engine / visit / visit keyword duration Volume of Branded traffic keywords coming from with low "Universal ranking Search" 32
  33. 33. KPIs set #3: SEO useful metrics Average number of Users loyalty visits per keyword Conversion rate per Keyword search results rankings in page / some form keyword ranking 33
  34. 34. Look also for the grey zone - conversion overlap PPC SEO Display Conversion 34
  35. 35. And you get multichannel conversion paths Your way to be no.1 in search engines worldwide… 35
  36. 36. So what is missing?Your way to be no.1 in search engines worldwide… 36
  37. 37. Just add user experience evaluation Your way to be no.1 in search engines worldwide… 37
  38. 38. To know the reasons why…Your way to be no.1 in search engines worldwide… 38
  39. 39. Why do they visit your site? Your way to be no.1 in search engines worldwide… 39
  40. 40. Why do they like your products? Your way to be no.1 in search engines worldwide… 40
  41. 41. Why do they place an order or quit? Your way to be no.1 in search engines worldwide… 41
  42. 42. Key takeawayWhat should youremember? 42
  43. 43. Advanced aboutBasic about the More sophisticated conversion and user traffic origin about traffic quality experience 43
  44. 44. Interaction Traffic People with a Resultssources [visitors] website data, data, data KPIs give answers important to online business! Your way to be no.1 in search engines worldwide… 44
  45. 45. Thank you for your attention…and do not hesitate to ask questionsZbigniew Nowicki, Managing Director, Bluerankzbigniew.nowicki@bluerank.com 45

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