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KPIs for SEO: Common Pitfalls & Misconceptions

by Rachael Gerson

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8 minute presentation from SEOmoz Meetup at the Search Church

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Search Church SEO, analytics GA TC
Not a lot of time
Standard KPIs. Progress up & right. After developing & benchmarking KPIs across 100s of sites Theme around most common pitfalls & misconceptions. Share w/ all of you… GA now serves 95% of sites
Focus on the actions that really matter. Tons of goals = overwhelming. Affects our reports in GA. Higher combined conversion rate – site, indiv kws, landing pages … Is bad
.. Is also bad! Avinash .. Microconversions for a site. Signing up for newsletters, downloading PDFs, and reading reviews may not generate immediate revenue, but could lead to a later sale.
Can add values to each goal in GA. Easy, pulls through to many reports to show worth of traffic - $ index & per visit goal value Needing to get this dollar value from clients
Shocked at the #... So much info - product sold, revenue generated, etc. Can take it a step further – use ecomm code on non-ecomm site to get additional insight into on-site conversions
Skim. Ex1 – confirm page doesn’t mean we can track a conversion. URL doesn’t change in conv funnel. Need advanced trackign Ex2 – site built so URL never changes. Person interacting, GA sees 1 pageview. JS magic. Need dev.
Last easy ex – ToS. Push back on ToS as KPI Doesn’t include time spent on the last page of any visit
Bounced visit – def, comes into GA. Ways around w/ event tracking – by time, by scroll People are still viewing info on your site, you just can’t see info about their visit behavior.
ToS doesn’t take tabbed browsing into consideration. Time running on each of these tabs. & Yes, my comp looks like this If all clear that GA code may need some custom configuration to track some of your KPIs, can move on to last pitfall.
Make sure you're auditing the GA code on any site you're working on. Issues w/ code prevent good, accurate data. Need good data to make biz dec
Jill issue - Why a site would report internal links as referral visits Nearly 12 responses, varied causes, some more right than others (Issue caused … Urchin)
Code audit should help eliminate these issues. Look @ tracking code on entire site If site spans multiple domains or has a subdomain, use proper cross domain tracking… Look for pages … These can all cause tracking issues.
(not set) in the keywords or landing pages? checked a referral report and seen your own site referring traffic keyword or landing page with either a 0% or a 100% bounce or exit rate All indicators something's wrong with your GA code.
2 quick & easy tips for auditing GA code. These 2 b/c self-explanatory 1 st , SF. I <3 SF. Blog post Screaming Frog is a lifesaver.
Adore Chrome plugin Analytics Helper. Adds a little green bubble to any page with GA code and tells you basic information about the code. Use this as you're browsing a client's site for a quick check to make sure the GA code is in place.
Now that you have these basic KPI pitfalls to avoid, and a couple fun tools, we’re all set!

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Nico De Muynck, Sales & Marketing at Citymesh 10 months ago

KPIs for SEO: Common Pitfalls & Misconceptions Presentation Transcript

KPIs for SEO:Common Pitfalls & Misconceptions @rachaelgerson
Links on:bit.ly/search-church
Standard SEO KPIs Improved rankings Improved traffic Increased conversions* *Conversion: Action that leads to increased revenue
$$$?Pitfall 1Measuring too many actionsthat don’t matter
Pitfall 2Not measuring the actionsthat really matter
Pitfall 3Not assigning $ values tonon-eCommerce conversions
Pitfall 4Not using eCommerce GAcode on an eCommerce site
Pitfall 5KPIs that can’t be measuredwithout customized code
Time on Site can be a critically flawedmetric to report on
Time on Site for a bounced visit is0:00
Pitfall 6Not auditingGA code
Code Audit Ensure proper tracking code is on the entire site. Address: Cross-domain Missing code Different code
Code Audit Indicators of Bad Data (not set) Self-referrals 0% or 100% bounce/exit rates
2 quick tips – Screaming Frog
2 quick tips – Analytics Helper
Go forth andanalyze
@rachaelgersonbit.ly/search-church GA Forum

KPIs for SEO: Common Pitfalls & Misconceptions

by Rachael Gerson

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KPIs for SEO: Common Pitfalls & Misconceptions Presentation Transcript