How to Set Straight your Online (SEO) Campaigns with killer KPIs

20,055 views

Published on

Having a solid business framework, processes, KPIs, and valid data analysis on your online marketing campaign (e.g. SEO) is essential to your success.

Published in: Marketing

How to Set Straight your Online (SEO) Campaigns with killer KPIs

  1. 1. About the Speaker Gary Viray is a Co-Founder of Search Opt Media, an SEO company in the Philippines. I love to talk about technical marketing, SEO consultancy, content marketing, and link acquisition strategies. I am a self-confessed data cruncher. A Google Analytics Certified Individual and an Adwords Qualified Individual. I blog about inbound marketing and SEO at garyviray.com. You can follow me on Twitter @garyshack.
  2. 2. How to Set Straight your Online (SEO) Campaigns with killer KPIs
  3. 3. I am optimizing sites but…
  4. 4. Organic Traffic Bounce Rate Ave time on Site # of Bananas
  5. 5. I just build links and do outreach…
  6. 6. I admire your efforts but I need PROFIT.
  7. 7. Are you really looking at the right data?
  8. 8. Lack of Structured Thinking.
  9. 9. ordinary human + machine + better process > strong human + machine + inferior process
  10. 10. http://www.garyviray.com/process-seo-scalability-strategy.html
  11. 11. You need a SOLID FRAMEWORK.
  12. 12. BUSINESS OBJECTIVES
  13. 13. The Great FAVS
  14. 14. Feasible Attainable Valuable Straightforward
  15. 15. EX. SELL TICKETS
  16. 16. GENERATE LEADS
  17. 17. Tip: 3-5 business objectives is enough.
  18. 18. GOALS
  19. 19. Goals are specific strategies.
  20. 20. REMINDER: GOALS IN GOOGLE ANALYTICS != GOALS
  21. 21. Goals are itemized units of the business objectives.
  22. 22. KEY PERFORMANCE INDICATORS (KPIs)
  23. 23. KPI VS. METRIC
  24. 24. A METRIC is a COUNT.
  25. 25. A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives. References: www.kaushik.net/avinash cutroni.com
  26. 26. KPIs are unique to every company.
  27. 27. TARGETS
  28. 28. SEGMENTS
  29. 29. Slice and Dice Analytics Data.
  30. 30. FRAMEWORK Segments Acquisition: Organic Search Behavior: Days to Checkout Behavior: Visit to Sign-ups Targets $300 Average on Size, $1M/Mo, 45% Profit Margin/Sale 1000 Sign-ups per month KPIs # Average Order Size, Monthly Revenue, Profit Margin/Sale # Web Sign-ups Goals Sell Products x, y, z, Make Profit Capture Leads using ManyContacts, Increase web sign-ups Business Objectives Online Sales Generate Leads References: www.kaushik.net/avinash cutroni.com
  31. 31. Let’s Start Cracking!
  32. 32. METRICS TO AVOID
  33. 33. Average Ratio Percentage Compound Metrics
  34. 34. e.g. Ave Time on Site >> Segment it (Channels) >> Distribution (length of visits)
  35. 35. A sample of
  36. 36. Sources Conv Rate Google 0.66% Yahoo 0.82% No insight metric =(
  37. 37. Sources Conversion Visits Conv Rate Google 55 8,300 0.66% Yahoo 67 8,600 0.82% Raw numbers give you key context around performance.
  38. 38. POLISHED DATA
  39. 39. Control Limits (Average KPI Value) +/- (3 x (Standard Deviation)) Separate Noise from True Signals using Statistics
  40. 40. STANDARD DEVIATIONS CONFIDENCE LEVEL CONTROL LIMITS
  41. 41. Sources Conversion Visits Conv Rate Control 55 8,300 0.66% Treatment 67 8,600 0.82% Using chi-squared test: Not Statistically Significant!
  42. 42. Sources Conversion Visits Conv Rate Control 55 8,300 0.66% Treatment 87 8,600 1.06% Using chi-squared test: Statistically Significant!
  43. 43. Control Limits (Average KPI Value) +/- (3 x (Standard Deviation)) http://www.kaushik.net/avinash/excellent-analytics-tip-9-leverage-statistical-control-limits/
  44. 44. Control Limits Use it for Cart and Abandonment Rate
  45. 45. Site Abandonment Rate (%) = [1 – (the total orders placed on the website / total add to cart clicks)]. Cart Abandonment Rate (%) = [1 – (the total number of people who start checkout / the total number of add to cart clicks)]. Checkout Abandonment Rate (%) = [1 – (the total number of people who complete checkout / the total number of people who start checkout)].
  46. 46. More KPIs 1. Conversion Rate. 2. Average Order Value. 3. Days & Visits To "Purchase". -look for dispersion/distribution and not averages. 4. Visitor Loyalty & Visitor Recency. - Filter out new visits 5. Task Completion Rate. - what happens to the 98%. Survey is the key. Do Data sampling. 6. Share of Search. - Searchmetrics, Semrush - compete, Alexa.
  47. 47. Tandem KPIs Acquisition CTR <> Bounce Rate Sessions <> Users Behavior Time on Site <> Page views per Visit Outcome Metrics Conversion Rate <> Average Order Value Conversion Rate <> Task Completion Rate Conversion Rate deals with the company and Task Completion Rate solves for the customer. Revenue <> Profitability
  48. 48. Key Takeaways Have a Solid Framework on top of your processes. Remember FAVS in setting your business objectives. Goals are specific strategies. KPIs are metrics that help you understand your performance against your objectives. Every company has a different set of KPIs. KPIs should give actionable insights. Be Careful dealing with Average, Percentage, Ratio and Compound Metrics. Use Statistical Analysis.
  49. 49. SESSION-BASED METRICS CUSTOMER-LEVEL METRICS
  50. 50. http://www.kaushik.net/avinash/digital-marketing-analytics-ladder-step-by-step-success/
  51. 51. How to Set Straight your Online (SEO) Campaigns with killer KPIs References: www.kaushik.net/avinash cutroni.com
  52. 52. CONTACT US Search Opt Media Inc. Skylounge, Altiva Bldg. Cypress Towers, Taguig City 1632 www.searchoptmedia.com Phone Number: (+632) 696-9145 Email: info@searchoptmedia.com US Number: (415) 685-5868

×