Technical SEO Metrics - SMX West 2013 - Dave Lloyd, Adobe

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Technical SEO Metrics presentation from SMX. Includes info on various tools, dashboards, data analysis, technical fixes, browser plug-ins, and how to execute on findings within your organization.

Technical SEO Metrics presentation from SMX. Includes info on various tools, dashboards, data analysis, technical fixes, browser plug-ins, and how to execute on findings within your organization.

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  • This ‘sand timer’ will start on a mouse click anywhere on the slide. The ‘sand’ will drain from the top section to the lower section and when completed will show the word ‘End’.To change the timings of this timer, you need to enter the animation settings, and change the timings for the Isosceles Triangles. There will be 2 that need changing (to the same amount) – one animates the top triangle emptying, whilst the other animates the bottom triangle filling.When you change the timings these have to entered as a number of seconds.
  • At Adobe we are approaching measurement as a framework that teams can adapt based on their business objectives. Our approach is based on Altimeter’s ROI Pyramid that we’ve tailored. It’s really about providing the right information to the respective audiences…
  • Here’s another way of viewing these KPI’s

Transcript

  • 1. Technical SEO Metrics – Keeping S.C.O.R.E.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 2. Global team delivering Organic & Site Search strategies for all Adobe products Team charter • Deliver industry best practices • Drive KPI-focused results • Align with Marketing Cloud product teams Dave Lloyd dalloyd@adobe.com @davelloyd1 linkedin.com/in/davelloyd Senior Manager, Global Search dalloyd@adobe.com© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
  • 3. Moneyball “When the numbers acquire the significance of language, they acquire the power to do all the things which language can do…and it is victory and defeat which is all that the sub-conscious really understands.”© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 4. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 5. How to hit less foul balls – and more technical HRs GoogleYour Domain Once you’ve hit a foul ball, it’s too late. You’ve got to be able to correct your swing early. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
  • 6. What’s the S.C.O.R.E. ??? 1. Standardize on Metrics 2. Commit to tools & tracking 3. Organizational alignment 4. Reports & Dashboards 5. Execute Consistently© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 7. Standardize on Metrics 1 Business Question? 1. Executives & BU 2. Web Strategy 3. Analytics Technical Question? 1. SEO Team 2. Web Production 3. IT© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 8. Inherent challenge of being data-driven You can’t manage what you can’t measure All that’s measureable should not be managed© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
  • 9. Questions you must answerWhy Where  Ruthless prioritization  Might you be out of compliance  Offensive vs. defensive metrics  To find metricsWho  To store – email, dashboard  Will gather  Will analyze When  Will you share with  How often will you count them  How often will you distributeWhat  Is the risk How  Metrics are possible  Will you distribute  Metrics matter most  Will you share  Can you do to impact change  Will you act on© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
  • 10. What’s considered acceptable Webmaster Guidelines http://support.google.com/webmasters/bin/ans wer.py?hl=en&answer=35769 Algorithm Changes – 200 in 2H 2012 http://insidesearch.blogspot.com/2012/10/sear ch-quality-highlights-65-changes.html How Search Works http://www.google.com/insidesearch/howsearc hworks/algorithms.html© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
  • 11. Commit to using tools & tracking metrics 2 • Use the right tools • Track the right metrics for you© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 12. Tools Adobe uses Adobe Analytics (Site Catalyst, Discover) Adobe Media Optimizer Adobe Social Google Webmaster Tools Bing Webmaster Tools BrightEdge Google Insights & Trends Advanced Web Ranking SEOMoz Xenu LinkSleuth Screaming Frog Web Position + 5 others © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 13. In data analysis, 90% of the analysis takes 90% of the time. The last 10% takes the other 90% of the time.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 14. Principles of data analysis Don’t go for home runs every time Automate data gathering if possible Focus on key KPIs Watch for red flags Drill in to data as needed© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
  • 15. Organizational alignment 3 • SEO Maturity Model • Align team focus to algorithm • Center of Excellence© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 16. SEO Maturity Model http://www.searchenginuity.com/seo-maturity-model/© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 17. Optimize team focus to SEO signals SEO Algorithm Team Priorities & Workload© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 18. How to get traction with teams – who & what  Web Strategy, Editorial IT  Rank, HTML Suggestions, Bounce Rate, Search Queries, Formulaic Metrics (AOV, Order Rate) Web Social Production  Web Production  Minimize redirects, Crawl Errors, Page Load Global Speed, Internal Link trends, Robots.txt errors, not Web Teams Strategy followed or unreachable, 302 redirects, browser (Loc) caching, using CSS sprites, defer parsing of Javascript BU & IT Content SEO Analytics  Team  Crawl rate, crawl errors, 404 trends, redirect Owners chains, log file analysis, malware alerts  Social Paid Search Product  Correlation of Social activity with SEO KPIs & Mktg Media  Global Store  Country Web Ranking of key terms, Localization Execs Teams benefit, Country growth trends, Impact of Geo User strategies, Canonical issues Interface  Analytics  Segment governance, Agree on KPIs, SEO as part COE model - Weekly, Monthly, or Quarterly of all revenue drivers© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
  • 19. Getting traction in your organization  WIIFM – What’s in it for them  People don’t care how much you know until they know how much you care – about their interests  Experiment with how (email vs. dashboard vs. meeting) you share insights with your org  Unless an emergency, your metrics & analysis may not initially be used  Ask - Get feedback from stakeholders on what metrics matter most to them  Be transparent and make analytics a part of most discussions  Share wins – give credit where due© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
  • 20. Reports & Dashboards 4 • Reporting Process • Success Metrics • Tools© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 21. One-slide Executive Summary  Keep it simple  Report on current trends  Provide context for data changes© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 22. Monthly Webmaster Tools dashboard • 36 key metrics • Pulled manually • Monthly export • Stakeholder distribution & meetings • IT • Web Production • Global • Social© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 23. Pages not Found (404) Reporting dummy data• Track number of 404 PageViews and URLs Google couldn’t crawl on the site• Provide context and provide recommendations to Dev/IT (i.e. setup 301 redirects)• 404 PageViews data from Adobe Analytics (SiteCatalyst)• Google 404 URLs from Google WT© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
  • 24. Your critical metrics and how do you measure them? Talk to someone 1 minute each 2 minutes1. Top technical metrics?2. What tool do you use tomeasure or monitor? End© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 25. Common Mistakes of Analysis  Correlation vs. Causation  Data Bias  Making decisions based on a small sample size  Analyzing too much data (analysis paralysis)  Working with biased data (i.e. seasonal trends)© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 26. Execute consistently 5 Identify patterns & anomalies Operations plan© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 27. Big data isn’t about having more data. It’s about getting to the data that matters, identifying patterns & anomalies, and then executing.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27
  • 28. Agile Scrum methodology Scrum methodology Benefits - Prioritized team projects (200+) • Adaptable - Twice weekly “stand up” meetings • Collaborative 1. what you did? • Accountable 2. what you’re doing? • Organized 3. challenges? • Measureable http://searchengineland.com/have-you-adopted-agile-marketing-yet-2-127247 http://www.slideshare.net/jcolman/agile-marketing-4-principles-and-13-hacks- seomoz-mozcon-2012© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 29. What’s in the Appendix 6 charts of technical SEO metrics (all dummy data) Key browser plug-ins for tracking technical impact RFP Checklist for evaluating SEO Dashboards 100+ Industrial Strength Digital Marketing Tools Social metrics – what to track and who to send to © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29
  • 30. What’s the S.C.O.R.E. ??? 1. Standardize on Metrics 2. Commit to tools & tracking 3. Organizational alignment 4. Reports & Dashboards 5. Execute Consistently© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 31. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 32. Site SEO Global Visits Reporting dummy data • Provide month/month and year/year change for the latest month • Present total results for the whole year and project current year SEO Visits • Indicate data source, i.e. Adobe SiteCatalyst or Discover© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32
  • 33. Site SEO Global Revenue Reporting dummy data • Provide month/month and year/year change for the latest month • Present total results for the whole year and project current year SEO Revenue • Indicate data source, i.e. Adobe SiteCatalyst or Discover© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33
  • 34. Project Dashboard: Tracking KPIs dummy data Decrease in cross-links may reflect setup of GEO targeting tool (directories assigned to regional sites)Project reporting: provide stakeholders withmonthly report on KPIs like Visits, Revenue,Members, Trial Downloads and Orders© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34
  • 35. Project Dashboard: Tracking KPIs dummy dataProvide stakeholders with Decrease in cross-links may reflect setup of GEO targeting tool (directories assigned to regional sites)monthly report on each of theKPI,s i.e. SEO Visits© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35
  • 36. Target Keywords Visibility vs Competition dummy data • Provide month/month and year/year change for the latest month for your website and competitors • Provide context of the trends, for example, change in algorithm, provide recs • Identify source of data (i.e. WebPosition) and visibility score methodology© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36
  • 37. Site Crawl: Cross-links/Backlinks dummy data Decrease in cross-links may reflect setup of GEO targeting tool (directories assigned to regional sites)• Report on Backlinking and Cross-linking trends• Provide actionable recommendations• Indicate source of data (i.e. Google Webmaster Tools)© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 37
  • 38. Browser Plug-ins  WooRank (Chrome)  iSEO (Chrome)  SEO Site Tools (Chrome)  Web Developer (Firefox)© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 39. WooRank© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 40. GTMetrix© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 41. WebPageTest.org© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 42. Enterprise SEO Dashboards© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 43. Questions for a major tool purchase Will it: 1. Free up time for Strategy? 2. Improve executive visibility? 3. Scale across teams, geos, products?© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 44. RFP Checklist for evaluating SEO Dashboards Must-have Features Variable Features  Customizable for our criteria  QA & broken link evaluation  Executive roll-up  Highlight KPIs  Stakeholder views  Paid integration  Data aggregration  Analytics integration  Actionable Recommendations  Robust Reporting  Task management  Link Management  Long tail recommendations  Keyword Discovery  Predictive Analytics  Trend monitoring  ROI Measurement  Monitoring & Alerts  Competitor Analysis  Country & language support  Training  Social signals  Case Studies© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 45. 100+ Industrial Strength Digital Marketing Tools SEO http://searchengineland.com/enterprise-seo-tools-part-1-the-browser-41994 http://searchengineland.com/enterprise-seo-tools-part-2-the-cloud-46133 http://www.directionseo.com/seo-tools/ultimate-seo-tools-list/ http://dailywebtip.com/seo/top-enterprise-seo-tools-for-businesses/ http://www.seosoftware.net/category/enterprise-seo-software/ http://www.seosoftware.net/best-seo-software/ Keyword Research, Paid, Social, MVT http://searchenginewatch.com/article/2140051/Tools-to-Monitor-Online-Reputation- Across-Different-Languages http://www.websitetestingtools.com/category/ppctools/ http://www.websitemagazine.com/content/blogs/posts/archive/2011/12/05/master-list-of- multivariate-testing-tools.aspx http://www.websitemagazine.com/content/blogs/posts/pages/popular-keyword-research- tools-for-2012.aspx http://sproutsocial.com/insights/2011/10/twitter-tools-enterprise/ http://software.topseos.com/© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 46. SEO Metrics articles  http://dynamical.biz/blog/web-analytics/measuring-seo-performance- 37.html  http://searchenginewatch.com/article/2049476/Measuring-SEO-Results  http://www.practicalecommerce.com/articles/1014-Measuring-SEO- Performance  http://yoast.com/measuring-seo-rankings/  http://www.practicalecommerce.com/articles/506-SEO-Metrics-That-Matter© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46
  • 47. Social KPIs - Measurement ApproachProvide the right metrics to the respective audience. Executives Budget Stakeholders Social Practitioners© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 47
  • 48. Social KPI FrameworkBusiness KPI 1 KPI 2 KPI 3 KPI 4 KPI 5ObjectiveAwareness Volume of Share of voice Sentiment Engagement* Community conversation / Growth % sentimentEngagement Re-tweets Repeat @messages hashtags Repost comments sharesLead Gen RFI submission Sales call led through socialDemand / Direct attribution Referring URL web analytics Social analytics:Conversion revenue and trial (volume of traffic tracking: Measure the(adobe.com) (samcap and to adobe.com Impressions, correlations bitly): from Conversions, trials between button/link/twee channel/page) (engaged vs. not awareness, t/post engaged with sentiment, volume designated social of conversation media) and revenue and trial.Support Cost savings CSAT Sentiment Volume (decrease call (adobe.com) conversations volume, y, z)Loyalty Retweets Repeat @messages hashtags Repost(individual) comments sharesAdvocacy # advocates #conversion Influence score of Impact (variance © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. from neg, to the advocate on KPIs compared
  • 49. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.