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London | 20–24 Feb, 2012   @kevgibbo - #seslondon



Meaningful SEO Metrics



Kevin Gibbons

Director of Strategy
SEOptimise
London | 20–24 Feb, 2012              @kevgibbo - #seslondon




How Do You Measure Your Key
Business Goals?




•   Total Revenue?                  • Profit per Customer?
•   Net Profit?                     • Number of
•   Volume of Sales?                  Customers?
•   Average Order Value?            • Market Share?
London | 20–24 Feb, 2012             @kevgibbo - #seslondon




How Do You Measure Your SEO
Goals?

                                 • Organic Search
                                   Traffic?
                                 • Year on Year
                                   Comparison?
                                 • Non-Branded
                                   Search?
                                 • Rankings?
London | 20–24 Feb, 2012   @kevgibbo - #seslondon




Isn’t That a Problem?




Do Rankings = Business Success?

Does Traffic = Revenue?




                                          Maybe…
London | 20–24 Feb, 2012   @kevgibbo - #seslondon
London | 20–24 Feb, 2012   @kevgibbo - #seslondon



Client Goals = Revenue & Profit
London | 20–24 Feb, 2012   @kevgibbo - #seslondon




So How Do We Make Business & SEO Goals
         More Closely Aligned?
London | 20–24 Feb, 2012             @kevgibbo - #seslondon



How Do You Measure AbYour of PPC
 Decision Makers Understand the ROI
SEO Goals?
     PPC
                             Traffic    Revenue   Profit
    Budget
London | 20–24 Feb, 2012                                    @kevgibbo - #seslondon



Why 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
London | 20–24 Feb, 2012   @kevgibbo - #seslondon




7 Step Process to Making SEO Measurement
             More Like PPC…
London | 20–24 Feb, 2012                              @kevgibbo - #seslondon


1) Analyse Organic Traffic Valuation as a Potential
 How Do You Measure AbYour
             PPC Media Spend Cost
SEO Goals?

                          Visits in January   Avg PPC          Media Value
                                              Cost Per Click
     Organic Search       100,000             £0.75            £75,000
London | 20–24 Feb, 2012                          @kevgibbo - #seslondon


        2) Calculate the Revenue Value of SEO


            Visits in        Avg Order   Orders   Conversion      Revenue
            January          Value                Rate
Branded     40,000           £60         800      2%              £48,000
Organic
Search
Non-Branded 60,000           £45         600      1%              £27,000
Organic
Search
Total       100,000          £53.57      1,400    1.4%            £75,000
London | 20–24 Feb, 2012      @kevgibbo - #seslondon


 3) Competitor Gap Analysis
London | 20–24 Feb, 2012                         @kevgibbo - #seslondon


                  4) Market Share Analysis
Use PPC Research & Competitor Ranking Data to Find the Full Potential Of Your
                                Market
London | 20–24 Feb, 2012                 @kevgibbo - #seslondon



How Do YouMake it Actionable! SEO
                          5) Measure bYour
Tip: Make sure you link up Google Analytics & Webmaster Tools!
Goals?
London | 20–24 Feb, 2012                            @kevgibbo - #seslondon



How DoDown SEO Campaign into aSEO
 6) Break You Measure bYour Scalable
                 & Measurable Project Plan
Goals?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
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
London | 20–24 Feb, 2012   @kevgibbo - #seslondon


End Result = More Measurable Results & Bigger
                  Budgets!
London | 20–24 Feb, 2012                 @kevgibbo - #seslondon



How Do Key Points to Remember… SEO
       You Measure bYour
Goals?
 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
London | 20–24 Feb, 2012   @kevgibbo - #seslondon



Please follow me on twitter: @kevgibbo


             Q&A
Slides will be published on:
www.seoptimise.com/blog

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SEO Metrics - SES London 2012

  • 1. London | 20–24 Feb, 2012 @kevgibbo - #seslondon Meaningful SEO Metrics Kevin Gibbons Director of Strategy SEOptimise
  • 2. London | 20–24 Feb, 2012 @kevgibbo - #seslondon How Do You Measure Your Key Business Goals? • Total Revenue? • Profit per Customer? • Net Profit? • Number of • Volume of Sales? Customers? • Average Order Value? • Market Share?
  • 3. London | 20–24 Feb, 2012 @kevgibbo - #seslondon How Do You Measure Your SEO Goals? • Organic Search Traffic? • Year on Year Comparison? • Non-Branded Search? • Rankings?
  • 4. London | 20–24 Feb, 2012 @kevgibbo - #seslondon Isn’t That a Problem? Do Rankings = Business Success? Does Traffic = Revenue? Maybe…
  • 5. London | 20–24 Feb, 2012 @kevgibbo - #seslondon
  • 6. London | 20–24 Feb, 2012 @kevgibbo - #seslondon Client Goals = Revenue & Profit
  • 7. London | 20–24 Feb, 2012 @kevgibbo - #seslondon So How Do We Make Business & SEO Goals More Closely Aligned?
  • 8. London | 20–24 Feb, 2012 @kevgibbo - #seslondon How Do You Measure AbYour of PPC Decision Makers Understand the ROI SEO Goals? PPC Traffic Revenue Profit Budget
  • 9. London | 20–24 Feb, 2012 @kevgibbo - #seslondon Why 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. London | 20–24 Feb, 2012 @kevgibbo - #seslondon 7 Step Process to Making SEO Measurement More Like PPC…
  • 11. London | 20–24 Feb, 2012 @kevgibbo - #seslondon 1) Analyse Organic Traffic Valuation as a Potential How Do You Measure AbYour PPC Media Spend Cost SEO Goals? Visits in January Avg PPC Media Value Cost Per Click Organic Search 100,000 £0.75 £75,000
  • 12. London | 20–24 Feb, 2012 @kevgibbo - #seslondon 2) Calculate the Revenue Value of SEO Visits in Avg Order Orders Conversion Revenue January Value Rate Branded 40,000 £60 800 2% £48,000 Organic Search Non-Branded 60,000 £45 600 1% £27,000 Organic Search Total 100,000 £53.57 1,400 1.4% £75,000
  • 13. London | 20–24 Feb, 2012 @kevgibbo - #seslondon 3) Competitor Gap Analysis
  • 14. London | 20–24 Feb, 2012 @kevgibbo - #seslondon 4) Market Share Analysis Use PPC Research & Competitor Ranking Data to Find the Full Potential Of Your Market
  • 15. London | 20–24 Feb, 2012 @kevgibbo - #seslondon How Do YouMake it Actionable! SEO 5) Measure bYour Tip: Make sure you link up Google Analytics & Webmaster Tools! Goals?
  • 16. London | 20–24 Feb, 2012 @kevgibbo - #seslondon How DoDown SEO Campaign into aSEO 6) Break You Measure bYour Scalable & Measurable Project Plan Goals?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. 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. London | 20–24 Feb, 2012 @kevgibbo - #seslondon End Result = More Measurable Results & Bigger Budgets!
  • 19. London | 20–24 Feb, 2012 @kevgibbo - #seslondon How Do Key Points to Remember… SEO You Measure bYour Goals? 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. London | 20–24 Feb, 2012 @kevgibbo - #seslondon Please follow me on twitter: @kevgibbo Q&A Slides will be published on: www.seoptimise.com/blog