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Key Metrics for SEOactionable, useful & awesome dataNick RoshoniCrossing (Booth #1136)Sr. Strategist, SEOSan Francisco| Au...
San Francisco | August 13–17, 2012 | #sessf    About iCrossing…                                    •   We are a unit of He...
San Francisco | August 13–17, 2012 | #sessf    What not to do?    (aka funny answers from            LinkedIn)            ...
San Francisco | August 13–17, 2012 | #sessf    How do I measure SEO success?           “Google Analytics will tell you a  ...
San Francisco | August 13–17, 2012 | #sessf    There is no silver bullet, nor golden tool…                                ...
San Francisco | August 13–17, 2012 | #sessf    Have a framework - start broad, get specific                Search         ...
San Francisco | August 13–17, 2012 | #sessf    A quick tip for Google Analytics users…                    Custom Segments ...
San Francisco | August 13–17, 2012 | #sessf    Traffic    Metrics                                       @nickroshon8
San Francisco | August 13–17, 2012 | #sessf    More specific = more actionable                           SHOES            ...
San Francisco | August 13–17, 2012 | #sessf     Weed out irrelevant traffic                              Do you only sell ...
San Francisco | August 13–17, 2012 | #sessf     Analyze growth in brand, non-brand                    Watch trend line of ...
San Francisco | August 13–17, 2012 | #sessf     Understand your attribution & adjust figures                              ...
San Francisco | August 13–17, 2012 | #sessf     Look at the big picture – total search (SEO + SEM)                        ...
San Francisco | August 13–17, 2012 | #sessf     Calculate your ROI & compare efficiencies                                 ...
San Francisco | August 13–17, 2012 | #sessf     Look year-over-year to account for seasonality     Visitors / Year-Over-Ye...
San Francisco | August 13–17, 2012 | #sessf     SEO traffic & revenue by KWs, URLs                                   Key a...
San Francisco | August 13–17, 2012 | #sessf     Key actions / non-monetary conversions                                    ...
San Francisco | August 13–17, 2012 | #sessf     Weighted conversion values        Profit margin of Product A        + Perc...
San Francisco | August 13–17, 2012 | #sessf     Lastly – make it pretty…                                                 C...
San Francisco | August 13–17, 2012 | #sessf     Visibility     Metrics                                           @nickrosh...
San Francisco | August 13–17, 2012 | #sessf      Build out a categorized keyword universe EXECUTIVE SUM M ARY             ...
San Francisco | August 13–17, 2012 | #sessf     Map keyword buckets to search intent               Knowing where rankings ...
San Francisco | August 13–17, 2012 | #sessf     Look directionally                                   Keywords fluctuate ev...
San Francisco | August 13–17, 2012 | #sessf     Annotate implementation against results      CHANGE IN 1ST CHANGE IN 2ND C...
San Francisco | August 13–17, 2012 | #sessf      Competitive visibility reports     Automotive Visibility | By Google 1st ...
San Francisco | August 13–17, 2012 | #sessf     SEM visibility & scorecarding         SEO                                 ...
San Francisco | August 13–17, 2012 | #sessf     Content     Metrics                                         @nickroshon27
San Francisco | August 13–17, 2012 | #sessf     Find duplicate content & canonicalize equity                          Befo...
San Francisco | August 13–17, 2012 | #sessf     Percent of traffic from SEO to content sections      Men’s Clothing       ...
San Francisco | August 13–17, 2012 | #sessf     Diversity of SEO         Pages receiving SEO traffic            Total Uniq...
San Francisco | August 13–17, 2012 | #sessf     Keyword not provided – but URL is…                   Once can deduce the  ...
San Francisco | August 13–17, 2012 | #sessf     Find your top content – replicate & expand                                ...
San Francisco | August 13–17, 2012 | #sessf     Find your worst content – eliminate or revamp              High bounce rat...
San Francisco | August 13–17, 2012 | #sessf     Testing to increase CTR                               CTR Testing Ideas:  ...
San Francisco | August 13–17, 2012 | #sessf     Find your most linked to content & market it         Links                ...
San Francisco | August 13–17, 2012 | #sessf     Find your social content & do more                                    Chec...
San Francisco | August 13–17, 2012 | #sessf     Structured data & author markup                                   Monitor ...
San Francisco | August 13–17, 2012 | #sessf         TL;DL     (too long, didn’t listen)                                   ...
San Francisco | August 13–17, 2012 | #sessf     Key Takeaways                     •   Gather lots of data – but zero in on...
San Francisco | August 13–17, 2012 | #sessf             Nick Roshon     thank      you.   c: Sr. SEO Strategist, iCrossing...
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Key Metrics for SEO - Nick Roshon - iCrossing - SES San Francisco 2012

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Presented by Nick Roshon, Sr. SEO Strategist, iCrossing, at the 2012 Search Engine Strategies (SES) Conference in San Francisco. About this session: As knowledge of SEO and social media practices move from the offices of the optimizers to the board room, the standard metrics are straining under the weight of the all-powerful bottom line. The days when upper management was impressed by subtle changes in Page Rank and increases in fan count have been replaced by questions of LTV and ROI. As more resources are being dedicated to creating the perfectly optimized and keyword-rich landing pages, tweets and posts, C-level executives are demanding proof of the return they are receiving from these resources.

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Transcript of "Key Metrics for SEO - Nick Roshon - iCrossing - SES San Francisco 2012"

  1. 1. Key Metrics for SEOactionable, useful & awesome dataNick RoshoniCrossing (Booth #1136)Sr. Strategist, SEOSan Francisco| August 13–17
  2. 2. San Francisco | August 13–17, 2012 | #sessf About iCrossing… • We are a unit of Hearst • Full-Service Digital Agency • 19 Offices Worldwide • 850 Professionals • 40+ Fortune 500 Clients web: http://www.icrossing.com these slides: http://www.slideshare.net/icrossing @nickroshon2
  3. 3. San Francisco | August 13–17, 2012 | #sessf What not to do? (aka funny answers from LinkedIn) @nickroshon3
  4. 4. San Francisco | August 13–17, 2012 | #sessf How do I measure SEO success? “Google Analytics will tell you a lot.” “Technically it is to be judged using Google Analytic.” “If youre on the first page of Google for your primary keyword” “A really great measurement of SEO success…is if you "own" the first page in Google - if most of the organic search results are yours (7 out of 10 listings are yours)” Why would someone embark on4 an SEO campaign? @nickroshon
  5. 5. San Francisco | August 13–17, 2012 | #sessf There is no silver bullet, nor golden tool… @nickroshon5 Image courtesy of: http://memegenerator.net/instance/24815744
  6. 6. San Francisco | August 13–17, 2012 | #sessf Have a framework - start broad, get specific Search Search Demand & Industry Benchmarks Demand Search Visibility Rankings & Visibility Metrics Interest Broader Traffic Metrics Specific Traffic Metrics / Target Pages Consideration Sale Actual Sales / Conversions @nickroshon6
  7. 7. San Francisco | August 13–17, 2012 | #sessf A quick tip for Google Analytics users… Custom Segments are a data geek’s best friend. Make your data more relevant & actionable by only looking at the data you’re interested in… @nickroshon7
  8. 8. San Francisco | August 13–17, 2012 | #sessf Traffic Metrics @nickroshon8
  9. 9. San Francisco | August 13–17, 2012 | #sessf More specific = more actionable SHOES SOCKS 350.00% 60.00% 55.21% 294.33% 300.00% 50.00% 253.93% 43.18% 250.00% 40.00% 36.36% 200.00% 167.23% 30.00% 150.00% 133.06% 20.00% 100.00% 12.30% 10.00% 50.00% 0.00% 0.00% VISIBILITY TRAFFIC BOOKINGS REVENUE VISIBILITY TRAFFIC BOOKINGS REVENUE @nickroshon9
  10. 10. San Francisco | August 13–17, 2012 | #sessf Weed out irrelevant traffic Do you only sell products within the US? Then why should you report on SEO traffic from the Philippines? #CustomSegmentsFTW @nickroshon10
  11. 11. San Francisco | August 13–17, 2012 | #sessf Analyze growth in brand, non-brand Watch trend line of brand vs. non-brand: • Share of traffic • Share of revenue • Unique KWs • KW Diversity @nickroshon11
  12. 12. San Francisco | August 13–17, 2012 | #sessf Understand your attribution & adjust figures 3.25% 2.44% 9% Know the typical conversion paths – build attribution into analytics, or back-fill conversion 85% data accordingly to give full credit to non-brand Branded > Branded Branded > Non-Brand Non-Brand > Branded Non-Brand > Non-Brand @nickroshon12
  13. 13. San Francisco | August 13–17, 2012 | #sessf Look at the big picture – total search (SEO + SEM) Softness in SEO may be accounted for during periods of strong SEM activity – think of search holistically and avoid siloed thinking… @nickroshon13
  14. 14. San Francisco | August 13–17, 2012 | #sessf Calculate your ROI & compare efficiencies Total Combined Digital Channel Total Spend* Impressions Clicks CTR % of Spend ROAS Revenue SEM $ 200,000 20,000,000 750,000 3.75% 77% $ 2,000,000 10.00 Display $ 50,000 10,000,000 20,000 0.20% 19% $ 500,000 10.00 SEO $ 10,000 N/A 800,000 N/A 4% $ 1,500,000 150.00 TOTAL $ 260,000 30,000,000 1,570,000 5.23% 100% $ 4,000,000 15.38 SEO is only 4% of spend yet generates 50% of traffic (clicks) and 38% of revenue – awesome! Remember: (Good) SEO isn’t free – it requires resources, patience and investment, too. @nickroshon14
  15. 15. San Francisco | August 13–17, 2012 | #sessf Look year-over-year to account for seasonality Visitors / Year-Over-Year Organic Search Visits Column 1 (Left): 2010 Organic Search Visits | Column 2: 2011 Organic Search Visits | Column 3 (Right): 2012 Organic Search Visits Y Axis: Total Search Visits | X Axis: Month A soft month may just be seasonality, or lack of seasonal promotion or discount code. Likewise, you could be kicking butt but not realizing it when only looking at M-o-M… JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER Report Created by: iCrossing Data Source: Analytic System @nickroshon15
  16. 16. San Francisco | August 13–17, 2012 | #sessf SEO traffic & revenue by KWs, URLs Key areas of focus can be reported on as a Keyword/URL pair in a separate report @nickroshon16
  17. 17. San Francisco | August 13–17, 2012 | #sessf Key actions / non-monetary conversions Don’t forget non- monetary conversions like email signups, online contacts, email appointments, quote requests, etc. @nickroshon17
  18. 18. San Francisco | August 13–17, 2012 | #sessf Weighted conversion values Profit margin of Product A + Percent of total cart value + Percent of lifetime value of new customer + Percent of repeat purchases in next year + Percent of replacement/maintenance orders = Weighted value of conversion Useful for forecasting, budget projections, or demonstrating REAL ROI on your efforts…don’t sell yourself short with simple revenue @nickroshon18
  19. 19. San Francisco | August 13–17, 2012 | #sessf Lastly – make it pretty… Create super slick Executive Reports – it’ll get your boss to notice, care, and give you more $$ and resources… @nickroshon19
  20. 20. San Francisco | August 13–17, 2012 | #sessf Visibility Metrics @nickroshon20
  21. 21. San Francisco | August 13–17, 2012 | #sessf Build out a categorized keyword universe EXECUTIVE SUM M ARY TOTAL RANKINGS GOOGLE YAHOO! BING Keywo rds Fo und o n First P age 893 488 203 202 Keywo rds Fo und o n Seco nd P age 611 218 199 194 Keywo rds Fo und o n Third P age 401 14 1 145 142 Keywo rds Fo und B eyo nd Third P age 10,008 3,151 3,424 3,433 To tal Keywo rds Fo und 1,905 820 547 538 To tal Keywo rds No t Fo und 9,339 2,928 3,201 3,210 Look at a universe of thousands of KWs. GOOGLE EST. KEYWORD(S) SEARCH VOLUM E* GOOGLE YAHOO! (Y!) BING CATEGORY brake repair 4,400 1 6 4 B rakes brake service car wheel Mine KW ideas from: 3,600 2,400 1 1 3 18 2 16 B rakes Tires definity tires • Webmaster Tools 1,000 1 3 3 Tires • SEM Data alignment co upo n 880 1 2 2 A lignment futura tires 880 1 4 4 Tires alignment co upo ns fro nt end alignment co upo ns • Social Listening 720 480 1 1 3 16 3 15 A lignment A lignment car alignment co upo ns • SEO Tools (Ahrefs, AdWords, 480 1 8 8 A lignment tire alignment co upo n 390 1 2 2 A lignment break repair AdGooRoo, etc) 390 1 3 3 B rakes wheel alignment co upo n wheel cylinders • Competitors 320 260 1 1 8 7 8 7 A lignment B rakes wheel alignment specials • Product Catalogs 260 1 2 2 A lignment alignment specials 260 1 2 2 A lignment @nickroshon21
  22. 22. San Francisco | August 13–17, 2012 | #sessf Map keyword buckets to search intent Knowing where rankings align with purchase funnel helps understand SEO strengths & content / visibility gaps… @nickroshon22
  23. 23. San Francisco | August 13–17, 2012 | #sessf Look directionally Keywords fluctuate every week, but the long term trends paint a clear picture @nickroshon23
  24. 24. San Francisco | August 13–17, 2012 | #sessf Annotate implementation against results CHANGE IN 1ST CHANGE IN 2ND CHANGE IN 3RD CHANGE IN PG. FINDS PG. FINDS PG. FINDS TOTAL FINDS + 8.86% +1 8.27% +1 5.05% + 1 .57% 1 *baseline visibility + 66.03% + 46.1 0% No Change -1 % 7.81 +1 -1 2.79% 5.98% + 44.55% + 29.79% *initial recco s implemented Annotate all major - 41 .22% +1 9.32% +1 4.42% - 31.58% *Go o gle Venice Update implementations & + 0.76% -1.97% + 4.02% + 0.75% - 5.00% +1 2.05% + 4.38% - 1 8% .1 *Go o gle Feed Re-o ptimized changes and map them to + 3.53% - 2.16% + 5.98% + 6.20% + 4.44% - 1 8% .1 + 4.08% - 0.56% increases in KPIs + 2.80% - 0.53% + 6.22% + 2.65% - 4.82% + 1 .21 1 % + 6.76% - 0.26% - 70.28% -1 5.68% + 27.22% - 44.31 % *Data A bberatio n + 232.38% + 9.87% - 20.07% + 75.97% - 9.23% +1 2.26% +1 2.03% -1.75% + 53.61 % - 30.31 % - 45.93% +1 7.25% *Lo caleze launched - 9.23% +1 2.26% +1 2.03% -1.75% + 1 4% 8.1 + 2.74% + 2.41% + 7.01% @nickroshon24
  25. 25. San Francisco | August 13–17, 2012 | #sessf Competitive visibility reports Automotive Visibility | By Google 1st Page Rankings Bar: Google 1st Page Rankings Y Axis: Keywords | X Axis: Domain What other domains are 1,400 1.2 found for your KW universe? 1,200 Monitor over time to see 1 1,000 who is investing in SEO and where their strengths are… 0.8 800 0.6 600 0.4 400 0.2 200 0 0 Report Created by: iCrossing Data Source: Position Analysis Data @nickroshon25
  26. 26. San Francisco | August 13–17, 2012 | #sessf SEM visibility & scorecarding SEO PS Google PS PS CTR Google Keyword Term Impression PS CTR AOV AOV Score Volume Google Rank Bing Rank Impressions Score Volume Score Score Score 8.3 not provided 3,350,000 9.5 1.50% 4.1 $804.95 9.9 3,350,000 9.9 29 - 7.9 not provided 888,722 8.7 3.56% 6.6 $283.69 8.7 110,000 7.9 65 56 7.5 not provided 694,557 8.5 1.06% 3.1 $309.56 9.0 673,000 9.4 62 - 7.4 not provided 1,210,129 9.0 0.65% 1.9 $504.54 9.7 450,000 9.2 25 117 7.4 not provided 1,482,982 9.1 1.65% 4.5 $257.05 8.3 110,000 7.9 60 78 7.4 not provided 593,900 8.2 3.33% 6.4 $216.07 7.6 74,000 7.4 201 11 7.4 not provided 10,545,265 10.0 0.10% 0.1 $451.35 9.6 4,090,000 9.9 - - 7.4 not provided 2,267,469 9.4 0.58% 1.6 $341.35 9.2 673,000 9.4 94 82 7.4 not provided 1,138,332 8.9 1.43% 3.9 $230.16 7.8 Paid Search data is full73of 301,000 8.9 159 7.4 7.4 not provided not provided 2,125,126 797,208 9.3 8.6 0.46% 0.60% 1.2 1.7 $545.22 $473.53 9.7 9.7 awesome9.5 550,000 823,000 metrics to score 9.3 - 55 - - 7.3 not provided 648,527 8.4 1.01% 2.9 $476.75 9.7 & use for 8.2 research. 135,000 SEO 127 115 7.2 not provided 955,761 8.8 4.83% 7.6 $99.24 3.6 Plus no [not provided]60 301,000 8.9 139 7.2 not provided 468,001 7.8 1.01% 2.9 $363.37 9.4 246,000 8.8 - - 7.2 not provided 3,418,859 9.5 0.09% 0.0 $354.12 9.3 problems… 2,740,000 9.8 84 61 7.1 not provided 6,485,655 9.8 0.57% 1.5 $237.43 8.0 550,000 9.3 30 144 7.1 not provided 689,629 8.4 0.83% 2.3 $345.61 9.3 165,000 8.5 56 21 7.1 not provided 173,455 6.2 5.90% 7.9 $327.44 9.1 14,800 5.2 11 65 7.1 not provided 700,823 8.5 0.24% 0.5 $777.18 9.9 823,000 9.5 - - 7.1 not provided 189,239 6.4 3.24% 6.3 $311.47 9.0 40,500 6.6 46 - 7.0 not provided 856,536 8.7 0.81% 2.3 $248.86 8.1 368,000 9.1 8 112 7.0 not provided 88,171 5.0 11.36% 9.5 $275.76 8.6 12,100 5.0 - 97 @nickroshon26
  27. 27. San Francisco | August 13–17, 2012 | #sessf Content Metrics @nickroshon27
  28. 28. San Francisco | August 13–17, 2012 | #sessf Find duplicate content & canonicalize equity Before you get all crazy building new content, make sure you’re getting the most out of your existing content first…check out GWT “Index Status” metrics. Also good for tracking amount of content you have versus amount of content actually indexed… @nickroshon28
  29. 29. San Francisco | August 13–17, 2012 | #sessf Percent of traffic from SEO to content sections Men’s Clothing Women’s Clothing 30% Traffic from SEO 5% Traffic from SEO 20% Traffic from SEM 34% Traffic from SEM 10% Traffic from Social 1% Traffic from Social 50% Traffic from Non-Search 60% Traffic from Non-Search I’m selling lots of men’s clothes via SEO, but barely any women’s clothing – what gives? • SEO health issues for women’s clothing section • Stronger competition? • Title & meta optimization/CTR • Poor keyword choice? • Lack of relevant links? • Lack of products? @nickroshon29
  30. 30. San Francisco | August 13–17, 2012 | #sessf Diversity of SEO Pages receiving SEO traffic Total Unique Pages Is 5% of your content responsible for all SEO visits? Is = your SEO traffic primarily from a SEO Traffic Diversity handful of keywords? Trend this to make sure you’re diversifying your risks & Unique SEO Keywords spreading the SEO love around Total Unique Pages the site… = SEO Keyword Diversity @nickroshon30
  31. 31. San Francisco | August 13–17, 2012 | #sessf Keyword not provided – but URL is… Once can deduce the keyword intent by knowing the URLs – shift to focus from keyword level to URL level reporting for KPIs @nickroshon31
  32. 32. San Francisco | August 13–17, 2012 | #sessf Find your top content – replicate & expand Lots of entrances via SEO? This content is #winning …do more of it. @nickroshon32
  33. 33. San Francisco | August 13–17, 2012 | #sessf Find your worst content – eliminate or revamp High bounce rates & exit rates? Panda don’t like that. @nickroshon33
  34. 34. San Francisco | August 13–17, 2012 | #sessf Testing to increase CTR CTR Testing Ideas: • Use SEM Ad Copy best practices • Sitelinks testing (demote in GWT) • Page Titles for CTR @nickroshon34
  35. 35. San Francisco | August 13–17, 2012 | #sessf Find your most linked to content & market it Links Date http://www.askives.com/audi-r8-shift-knob.html 8/1/2012 http://auto.checklowpricegearhub.info/liquid-sandpaper-gallon-plasti-kote 8/1/2012 http://bloggers.com/topics/diy/page243 8/1/2012 http://bloggers.com/topics/audi/page76 7/31/2012 http://bloggers.com/topics/audi/page64 7/31/2012 http://bloggers.com/topics/audi/page75 7/31/2012 Find your most recently linked http://bloggers.com/topics/audi/page62 7/31/2012 to content in Google http://forums.turbonines.com/blog.php?do=list&page=19 7/31/2012 Webmaster Tools – create http://vebidoo.de/damir+car 7/30/2012 similar content, market existing http://autovnp.com/audiauto/audi-a4auto/how-to-change-a-flat-on-an-audi-a4auto/ 7/30/2012 top performers and leverage for http://bloggers.com/topics/audi/page60 7/30/2012 additional link outreach http://www.audiklubas.com/forumas/audi-c6/audi-c6-priekiniu-groteliu-keitimas-i-s-line/?PHPSESSID=lft8hgq9sn6 7/28/2012 http://forums.vwvortex.com/showthread.php?5769259-R8-GT-Spyder-in-Matte-Suzuka-Grey exercises… 7/27/2012 http://www.audizine.com/forum/showthread.php/496355-Carbon-fiber-B-pillars-anyone-Group-buy 7/27/2012 http://forum.audirsclub.it/showthread.php?40571-La-sostituta-A4-B7-Avant-140CV-Sline-by-Endy87/page49&langid 7/27/2012 http://forum.audirsclub.it/showthread.php?40571-La-sostituta-A4-B7-Avant-140CV-Sline-by-Endy87/page49&langid 7/27/2012 http://bloggers.com/topics/audi/page69 7/27/2012 http://www.euroaddiction.net/forum/b6-b7-platform/9536-carbon-fiber-b-pillars-anyone-group-buy.html 7/27/2012 @nickroshon35
  36. 36. San Francisco | August 13–17, 2012 | #sessf Find your social content & do more Check out Shared Count to find Social Metrics on a URL basis – monitor trends and leverage most popular URLs for content marketing & link outreach… @nickroshon36
  37. 37. San Francisco | August 13–17, 2012 | #sessf Structured data & author markup Monitor GWT to make sure your schema & author markup are: (1) showing properly & (2) helping your CTR Test & adjust as necessary… @nickroshon37
  38. 38. San Francisco | August 13–17, 2012 | #sessf TL;DL (too long, didn’t listen) @nickroshon38
  39. 39. San Francisco | August 13–17, 2012 | #sessf Key Takeaways • Gather lots of data – but zero in on KPIs • Weed out irrelevant data • Look directionally • Compare channels & relative stats • Make it compelling to your boss • Go beyond sales – weighted conversion • Content (metrics) are king • Be awesome @nickroshon39
  40. 40. San Francisco | August 13–17, 2012 | #sessf Nick Roshon thank you. c: Sr. SEO Strategist, iCrossing e: nicholas.roshon@icrossing.com t: @nickroshon g: +Nick Roshon w: NickRoshon.com s: http://www.slideshare.net/nickroshon @nickroshon40
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