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Metrics
Driven SEO
A Presentation by Navneet Kaushal, CEO, PageTraffic
WHO AM I?

Navneet Kaushal
   Founder & CEO of PageTraffic
   12 Years of SEO experience
   Editor www.pagetrafficbuzz.com
   Expert author on WebProNews, Search Newz, Website Notes, DevWebPronews, PromotionWorld.
   Regularly quoted on ET Now, Seattle Times, Hindustan Times, Livemint, BenefitIT, AlooTechie.


About PageTraffic
   Established in 2002
   95 people strong, with offices in New Delhi, Noida, Mumbai, Chicago & London
   Offers SEO, PPC, Link Building, Web Design & Development services
   More than 300 clients worldwide
   Ranking among the top SEO Companies of India
   Winner of Red Herring Top 100 Asia Award 2011
                                     Copyright © www.pagetraffic.in
                                                                                    www.pagetraffic.com
METRICS TO WATCH
• Number of keywords triggering results for your site.
• Position of your site in the search results for specific
  keywords.
• Number of clicks to your site from keywords
• Position of your site in the search results for specific
  keywords clicked.
• Diagnostic crawl stats can also provide insight into
  increasing, decreasing, or unchanged crawler activity
  to your site, which should be taken with a grain of
  salt
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




                Copyright © www.pagetraffic.in
How Do You Measure Your SEO
          Goals?
  • Organic Search Traffic
  • Year on Year Comparison
  • Non-Branded Search
  • Rankings
  • Conversions


             Copyright © www.pagetraffic.in
Rankings = Traffic = Growth
Not so simple? Work on your metrics.




             Copyright © www.pagetraffic.in
Treat SEO Analytics as PPC
        Analytics




         Copyright © www.pagetraffic.in
Calculate the Revenue Value of SEO

            Visits in   Avg Order          Orders            Conversion   Revenue
            August      Value                                Rate
Branded     5,000       Rs.45              200               4%           Rs.9,000
Organic
Search
Non-Branded 8,000       Rs.50              80                1%           Rs.4,000
Organic
Search
Total       13,000      Rs.95              280               2.5%         Rs.13,000




                            Copyright © www.pagetraffic.in
Get more from Traffic Metrics




          Copyright © www.pagetraffic.in
Identify the top performers




       Copyright © www.pagetraffic.in
Search engine market share vis a vis your
                share
    90
         80 78
    80
    70
                  Opportunity
    60
    50
                                                    Search engines
    40
                                                    Your traffic
    30
    20
    10             8 10             6
                                         10

     0
         Google    Bing            Yahoo
                   Copyright © www.pagetraffic.in
Browse rate: Identify page effectiveness




              Copyright © www.pagetraffic.in
Identify top converting keywords




          Copyright © www.pagetraffic.in
KEYWORD DISTRIBUTION

                     All Keywords      Visits        Average Rank Conversion Actions

Head (more than 500 30                 4,000         #8           40
searches/month
Middle (50-499       120               12,100        #5           110
searches/month
Tail (Less than 50   580               17809         #6           10
searches/month
Long Tail (no volume) 10,979           34651         #2           1839




                           Copyright © www.pagetraffic.in
More specific = Greater Conversions




            Copyright © www.pagetraffic.in
Branded Vs. Non Branded Keywords




 Branded Keywords doesn’t count towards SEO


                      Copyright © www.pagetraffic.in
Branded Vs. Non Branded Keywords




           Copyright © www.pagetraffic.in
Branded Vs. Non Branded Keywords

              All Keywords      Visits        Average Rank Conversion Actions


Branded            30             8970               #1.3         1463

Non Branded      13243           53211               #6           754




                    Copyright © www.pagetraffic.in
Segment keywords in Google Analytics




            Copyright © www.pagetraffic.in
TOP KEYWORDS

            Searches
                             Visits        Conversions   Average Rank
            (AdWords)

Keyword 1       190              33               4             #3

Keyword 2      1743             203               2             #4

Keyword 3       13                9               1             #1




                 Copyright © www.pagetraffic.in
Identify top converting content pages




            Copyright © www.pagetraffic.in
TOP CONTENT

                                                            All Keywords
               Visits from Searches         Conversions
                                                            Sending Visits

URL 1                  4630                         19            86

URL 2                   819                             6         21

URL 3                   344                         16            7



 URL 1 converting better, try replicating the same style on other
 URLS

                       Copyright © www.pagetraffic.in
Calculate ROI and compare




       Copyright © www.pagetraffic.in
Where is relevant traffic coming from?




              Copyright © www.pagetraffic.in
Year-on-year graphs show seasonality




             Copyright © www.pagetraffic.in
Group keywords by engagement levels




        Find out why engagement levels are low



                Copyright © www.pagetraffic.in
Custom Keyword Analysis Report

                 http://bit.ly/keywordreport




     Get proof that SEO is worth the investment



              Copyright © www.pagetraffic.in
Explore multi-channels in Google Analytics




          Get proof that SEO is worth the investment



                   Copyright © www.pagetraffic.in
Conversions




                                    Source: comScore


Branded keywords convert better

   Copyright © www.pagetraffic.in
Consider keyword search trends




         Copyright © www.pagetraffic.in
THANK YOU!

Website:   www.pagetraffic.in
Email:     nkaushal@pagetraffic.in
Twitter:   @navneetkaushal
Blog:       www.pagetrafficbuzz.com




            Copyright © www.pagetraffic.in
                                             www.pagetraffic.com

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PageTraffic Reviews Metric Driven SEO at TFMA

  • 1. Metrics Driven SEO A Presentation by Navneet Kaushal, CEO, PageTraffic
  • 2. WHO AM I? Navneet Kaushal Founder & CEO of PageTraffic 12 Years of SEO experience Editor www.pagetrafficbuzz.com Expert author on WebProNews, Search Newz, Website Notes, DevWebPronews, PromotionWorld. Regularly quoted on ET Now, Seattle Times, Hindustan Times, Livemint, BenefitIT, AlooTechie. About PageTraffic Established in 2002 95 people strong, with offices in New Delhi, Noida, Mumbai, Chicago & London Offers SEO, PPC, Link Building, Web Design & Development services More than 300 clients worldwide Ranking among the top SEO Companies of India Winner of Red Herring Top 100 Asia Award 2011 Copyright © www.pagetraffic.in www.pagetraffic.com
  • 3. METRICS TO WATCH • Number of keywords triggering results for your site. • Position of your site in the search results for specific keywords. • Number of clicks to your site from keywords • Position of your site in the search results for specific keywords clicked. • Diagnostic crawl stats can also provide insight into increasing, decreasing, or unchanged crawler activity to your site, which should be taken with a grain of salt
  • 4. 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 Copyright © www.pagetraffic.in
  • 5. How Do You Measure Your SEO Goals? • Organic Search Traffic • Year on Year Comparison • Non-Branded Search • Rankings • Conversions Copyright © www.pagetraffic.in
  • 6. Rankings = Traffic = Growth Not so simple? Work on your metrics. Copyright © www.pagetraffic.in
  • 7. Treat SEO Analytics as PPC Analytics Copyright © www.pagetraffic.in
  • 8. Calculate the Revenue Value of SEO Visits in Avg Order Orders Conversion Revenue August Value Rate Branded 5,000 Rs.45 200 4% Rs.9,000 Organic Search Non-Branded 8,000 Rs.50 80 1% Rs.4,000 Organic Search Total 13,000 Rs.95 280 2.5% Rs.13,000 Copyright © www.pagetraffic.in
  • 9. Get more from Traffic Metrics Copyright © www.pagetraffic.in
  • 10. Identify the top performers Copyright © www.pagetraffic.in
  • 11. Search engine market share vis a vis your share 90 80 78 80 70 Opportunity 60 50 Search engines 40 Your traffic 30 20 10 8 10 6 10 0 Google Bing Yahoo Copyright © www.pagetraffic.in
  • 12. Browse rate: Identify page effectiveness Copyright © www.pagetraffic.in
  • 13. Identify top converting keywords Copyright © www.pagetraffic.in
  • 14. KEYWORD DISTRIBUTION All Keywords Visits Average Rank Conversion Actions Head (more than 500 30 4,000 #8 40 searches/month Middle (50-499 120 12,100 #5 110 searches/month Tail (Less than 50 580 17809 #6 10 searches/month Long Tail (no volume) 10,979 34651 #2 1839 Copyright © www.pagetraffic.in
  • 15. More specific = Greater Conversions Copyright © www.pagetraffic.in
  • 16. Branded Vs. Non Branded Keywords Branded Keywords doesn’t count towards SEO Copyright © www.pagetraffic.in
  • 17. Branded Vs. Non Branded Keywords Copyright © www.pagetraffic.in
  • 18. Branded Vs. Non Branded Keywords All Keywords Visits Average Rank Conversion Actions Branded 30 8970 #1.3 1463 Non Branded 13243 53211 #6 754 Copyright © www.pagetraffic.in
  • 19. Segment keywords in Google Analytics Copyright © www.pagetraffic.in
  • 20. TOP KEYWORDS Searches Visits Conversions Average Rank (AdWords) Keyword 1 190 33 4 #3 Keyword 2 1743 203 2 #4 Keyword 3 13 9 1 #1 Copyright © www.pagetraffic.in
  • 21. Identify top converting content pages Copyright © www.pagetraffic.in
  • 22. TOP CONTENT All Keywords Visits from Searches Conversions Sending Visits URL 1 4630 19 86 URL 2 819 6 21 URL 3 344 16 7 URL 1 converting better, try replicating the same style on other URLS Copyright © www.pagetraffic.in
  • 23. Calculate ROI and compare Copyright © www.pagetraffic.in
  • 24. Where is relevant traffic coming from? Copyright © www.pagetraffic.in
  • 25. Year-on-year graphs show seasonality Copyright © www.pagetraffic.in
  • 26. Group keywords by engagement levels Find out why engagement levels are low Copyright © www.pagetraffic.in
  • 27. Custom Keyword Analysis Report http://bit.ly/keywordreport Get proof that SEO is worth the investment Copyright © www.pagetraffic.in
  • 28. Explore multi-channels in Google Analytics Get proof that SEO is worth the investment Copyright © www.pagetraffic.in
  • 29. Conversions Source: comScore Branded keywords convert better Copyright © www.pagetraffic.in
  • 30. Consider keyword search trends Copyright © www.pagetraffic.in
  • 31. THANK YOU! Website: www.pagetraffic.in Email: nkaushal@pagetraffic.in Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Copyright © www.pagetraffic.in www.pagetraffic.com