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London | 20–24 Feb, 2012   @kevgibbo - #seslondonMeaningful SEO MetricsKevin GibbonsDirector of StrategySEOptimise
London | 20–24 Feb, 2012              @kevgibbo - #seslondonHow Do You Measure Your KeyBusiness Goals?•   Total Revenue?  ...
London | 20–24 Feb, 2012             @kevgibbo - #seslondonHow Do You Measure Your SEOGoals?                              ...
London | 20–24 Feb, 2012   @kevgibbo - #seslondonIsn’t That a Problem?Do Rankings = Business Success?Does Traffic = Revenu...
London | 20–24 Feb, 2012   @kevgibbo - #seslondon
London | 20–24 Feb, 2012   @kevgibbo - #seslondonClient Goals = Revenue & Profit
London | 20–24 Feb, 2012   @kevgibbo - #seslondonSo How Do We Make Business & SEO Goals         More Closely Aligned?
London | 20–24 Feb, 2012             @kevgibbo - #seslondonHow Do You Measure AbYour of PPC Decision Makers Understand the...
London | 20–24 Feb, 2012                                    @kevgibbo - #seslondonWhy Don’t We Think of SEO the Same Way? ...
London | 20–24 Feb, 2012   @kevgibbo - #seslondon7 Step Process to Making SEO Measurement             More Like PPC…
London | 20–24 Feb, 2012                              @kevgibbo - #seslondon1) Analyse Organic Traffic Valuation as a Pote...
London | 20–24 Feb, 2012                          @kevgibbo - #seslondon        2) Calculate the Revenue Value of SEO     ...
London | 20–24 Feb, 2012      @kevgibbo - #seslondon 3) Competitor Gap Analysis
London | 20–24 Feb, 2012                         @kevgibbo - #seslondon                  4) Market Share AnalysisUse PPC R...
London | 20–24 Feb, 2012                 @kevgibbo - #seslondonHow Do YouMake it Actionable! SEO                          ...
London | 20–24 Feb, 2012                            @kevgibbo - #seslondonHow DoDown SEO Campaign into aSEO 6) Break You M...
London | 20–24 Feb, 2012                       @kevgibbo - #seslondon                      7) Forecast Results    Find You...
London | 20–24 Feb, 2012   @kevgibbo - #seslondonEnd Result = More Measurable Results & Bigger                  Budgets!
London | 20–24 Feb, 2012                 @kevgibbo - #seslondonHow Do Key Points to Remember… SEO       You Measure bYourG...
London | 20–24 Feb, 2012   @kevgibbo - #seslondonPlease follow me on twitter: @kevgibbo             Q&ASlides will be publ...
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SEO Metrics - SES London 2012

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Presentation from Kevin Gibbons at SES London 2012 on SEO metrics and why you need to look at search marketing at a business level: http://www.seoptimise.com/blog/2012/02/meaningful-seo-metrics.html

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Transcript of "SEO Metrics - SES London 2012"

  1. 1. London | 20–24 Feb, 2012 @kevgibbo - #seslondonMeaningful SEO MetricsKevin GibbonsDirector of StrategySEOptimise
  2. 2. London | 20–24 Feb, 2012 @kevgibbo - #seslondonHow Do You Measure Your KeyBusiness Goals?• Total Revenue? • Profit per Customer?• Net Profit? • Number of• Volume of Sales? Customers?• Average Order Value? • Market Share?
  3. 3. London | 20–24 Feb, 2012 @kevgibbo - #seslondonHow Do You Measure Your SEOGoals? • Organic Search Traffic? • Year on Year Comparison? • Non-Branded Search? • Rankings?
  4. 4. London | 20–24 Feb, 2012 @kevgibbo - #seslondonIsn’t That a Problem?Do Rankings = Business Success?Does Traffic = Revenue? Maybe…
  5. 5. London | 20–24 Feb, 2012 @kevgibbo - #seslondon
  6. 6. London | 20–24 Feb, 2012 @kevgibbo - #seslondonClient Goals = Revenue & Profit
  7. 7. London | 20–24 Feb, 2012 @kevgibbo - #seslondonSo How Do We Make Business & SEO Goals More Closely Aligned?
  8. 8. London | 20–24 Feb, 2012 @kevgibbo - #seslondonHow Do You Measure AbYour of PPC Decision Makers Understand the ROISEO Goals? PPC Traffic Revenue Profit Budget
  9. 9. London | 20–24 Feb, 2012 @kevgibbo - #seslondonWhy Don’t We Think of SEO the Same Way? Organic Traffic Revenue Profit Rankings Paid Search Metric Organic Search Equivalent CPC (Cost Per Click) SEO Costs / Traffic CPA (Cost Per Acquistion) SEO Costs / Conversions Conversion Rate (Conversions/ Traffic) * 100 ROI (Revenue – SEO Costs) / SEO Costs * 100
  10. 10. London | 20–24 Feb, 2012 @kevgibbo - #seslondon7 Step Process to Making SEO Measurement More Like PPC…
  11. 11. London | 20–24 Feb, 2012 @kevgibbo - #seslondon1) Analyse Organic Traffic Valuation as a Potential How Do You Measure AbYour PPC Media Spend CostSEO Goals? Visits in January Avg PPC Media Value Cost Per Click Organic Search 100,000 £0.75 £75,000
  12. 12. London | 20–24 Feb, 2012 @kevgibbo - #seslondon 2) Calculate the Revenue Value of SEO Visits in Avg Order Orders Conversion Revenue January Value RateBranded 40,000 £60 800 2% £48,000OrganicSearchNon-Branded 60,000 £45 600 1% £27,000OrganicSearchTotal 100,000 £53.57 1,400 1.4% £75,000
  13. 13. London | 20–24 Feb, 2012 @kevgibbo - #seslondon 3) Competitor Gap Analysis
  14. 14. London | 20–24 Feb, 2012 @kevgibbo - #seslondon 4) Market Share AnalysisUse PPC Research & Competitor Ranking Data to Find the Full Potential Of Your Market
  15. 15. London | 20–24 Feb, 2012 @kevgibbo - #seslondonHow Do YouMake it Actionable! SEO 5) Measure bYourTip: Make sure you link up Google Analytics & Webmaster Tools!Goals?
  16. 16. London | 20–24 Feb, 2012 @kevgibbo - #seslondonHow DoDown SEO Campaign into aSEO 6) Break You Measure bYour Scalable & Measurable Project PlanGoals?sections as adgroups to create content & link building SEO plan: Categorise site Month Keyword Group Target No of Links Content On-Site SEO Per Month Generation Checklist Jan Road Bikes 50 10 new pages Completed Feb Mountain Bikes 50 10 new pages Completed Mar Cycling Clothing 50 10 new pages To Do Keep track of key performance indicators for monthly analysis: Month Keyword Group Avg Ranking Traffic Per Revenue Month Jan Road Bikes 20 5,000 £15,000 Feb Road Bikes 10 20,000 £60,000 Mar Road Bikes 5 50,000 £150,000
  17. 17. London | 20–24 Feb, 2012 @kevgibbo - #seslondon 7) Forecast Results Find Your Average Ranking Position For Target Organic Keywords & Build SEO Forecast to Show the Predicted Value of an SEO Campaign£35,000£30,000£25,000£20,000 Optimistic£15,000 Realistic Current£10,000 £5,000 £0 Jan Apr Aug Dec
  18. 18. London | 20–24 Feb, 2012 @kevgibbo - #seslondonEnd Result = More Measurable Results & Bigger Budgets!
  19. 19. London | 20–24 Feb, 2012 @kevgibbo - #seslondonHow Do Key Points to Remember… SEO You Measure bYourGoals? 1) Define Business Goals & Align Them With Your SEO KPIs 2) Measure SEO Performance as Closely as a PPC Campaign 3) Break Projects Down into Manageable Actions & Achievable Results
  20. 20. London | 20–24 Feb, 2012 @kevgibbo - #seslondonPlease follow me on twitter: @kevgibbo Q&ASlides will be published on:www.seoptimise.com/blog
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