SEO Analytics

About Red Door Interactive
Today’s Presenter
John Faris, Senior Search Strategist
Frequent speaker on SEO, SEM, and integrated marketing
Written articles for iMedia, Website Magazine, and Search Engine Land
jfaris@reddoor.biz

Red Door Interactive
Offices in San Diego (Headquarters) and Denver
Over 40 fulltime employees
Ranked top 20 SEO firm nationally
Full-Service Internet Presence Management Agency

Internet Presence Management

July 21, 2009
SEO & Analytics –
Creating a Model for ROI
Guest Speaker from Red Door Interactive
John Faris, Senior Search Strategist

3/25/2010
©2009 Red Door Interactive
5
SEO & Analytics
Introduction
Getting actionable data from your ranking reports
Leveraging competitive ranking reports
Isolating SEO traffic & conversions with analytics
Creating an ROI model for your SEO program

3/25/2010
6
SEO & Analytics
Actionable Ranking Reports
Tools: Advanced Web Rankings
Set a benchmark and track rankings over time
Track all pages ranking for each keyword
Target indented listings
Identify keywords not in top 50
Focus on top 20 for biggest traffic gains

3/25/2010
7
SEO & Analytics
Competitive Analysis
Tools: Advanced Web Rankings, comScore Marketer, Advanced Link Manager, SEO for Firefox, SEOmoz Pro Tools
Categorize keywords by theme/topic
Identify several perceived competitor sites
Identify several informational sites dominating vertical SERPs
Analyze visibility of sites by theme
Analyze content strategies and link profiles of top sites

3/25/2010
8
SEO & Analytics
Isolating SEO Traffic/Conversions
Tools: HBX/Hitbox, SiteCatalyst, Google Analytics
Segment search traffic
Segment organic traffic vs. paid search
Segment brand vs. non-brand searches
Having this data will be useful in:
Developing an ROI model
Understanding impact of branding
Testing paid search cannibalization/lift

3/25/2010
9
SEO & Analytics
Isolating SEO Metrics – GA
Advanced Segmentation is still in Beta and the results are typically based on sampled data

3/25/2010
10
SEO & Analytics
Create a new advanced segment

3/25/2010
11
SEO & Analytics
Specify Segmentation

3/25/2010
12
SEO & Analytics
Specify Segmentation

3/25/2010
13
SEO & Analytics
Alternate GA Segmentation (more accurate for highly visited sites)
Ecommerce (Left Nav)> Revenue Analysis > Non Paid Keywords
Filter Keyword: Excluding > Brand|Barnd|Product|Prdouct
Separate keywords using “pipe” (|) and don’t add any spaces

3/25/2010
14
SEO & Analytics
Isolating SEO Metrics - HBX
With HBX, you can view organic traffic without setting up a segment, but you won’t see conversions
Set-up segments for various search traffic types
Paid brand searches
Paid non-brand searches
Organic brand searches
Organic non-brand searches

Site Tools and Reporting > Administration > Active Segmentation > Create Segment
Segment > Non-brand Organic
Traffic > Visits (for SEO traffic)
Commerce > Top Line Report > Sales Activity (for SEO conversions)
3/25/2010
15
SEO & Analytics
Isolating SEO Metrics - HBX

3/25/2010
16
SEO & Analytics
Isolating SEO Metrics - SiteCatalyst
Traffic Sources > Search Keywords - Natural
Add Metrics > Searches and 1-3 Key Conversions (varies)
Filter Options > If All Criteria Are Met > Does Not Contain > Brand keyword
Use * for wildcards
Use “OR” to include multiple terms
Refine based on results
Account for misspellings, product names, executive names, etc…

3/25/2010
17
SEO & Analytics
SEO ROI Modeling
True value of SEO is reflected by more than just online sales
Seems straightforward for pure-play ecommerce sites
Softer conversion metrics have value too!
Consider Lifetime Customer Value or Net Present Value
More challenging for B2B and brick and mortar retailers
Track offline conversions with CRM integration or behavioral targeting (unique coupons codes or unique phone numbers)
Back-out the value of leads (lead conversion rate X average sale profit)
Agency fees and/or in-house salaries are only part of the investment cost

3/25/2010
18
SEO & Analytics
SEO ROI Modeling
Total Profit - Total Investment
Total Investment

3/25/2010
19
SEO & Analytics
Questions

3/25/2010
20
SEO & Analytics
Don’t Miss Our Next Webinar!
Shopping Cart Optimization - Presented by Charles Wiedenhoft, Director of Business Planning & Optimization
Tuesday, August 25
http://reddoorbuzz.com/20twenty/
Connect with us:
Blog - http://reddoorbuzz.com/
Twitter – http://www.twitter.com/reddoor
Newsletter - http://www.reddoor.biz/contact/emailsignup/

SEO Analytics

by John Faris on Mar 25, 2010

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SEO Analytics — Presentation Transcript

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