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Metrics guidelines to follow: 1. Get leaders involved. 2. Visually represent your metrics. 3. Metrics must respond quickly. 4. Metrics must be simple. 5. Metrics should drive only important activities. 6. Limit the number of metrics. 7. Take corrective action.University of Delaware:http://www.buec.udel.edu/kmetzj/business_consulting/Business_Metrics.doc
Putting those metrics to work:Business Objective Business Metric SEO MetricGrow online 20% increase in 16,667 annual increase in trafficrevenue conversions from from organic search (~1,389 more organic search visits per month) 1,000 annual Current organic search conversion conversions rate is 1.2% 1,200 goal 83,333 annual search traffic 100,000 desired search trafficNot the best at calculating percent and amounts?Check out: http://www.percentagecalculator.net/
Blogger Outreach Quality MatrixDeveloped a combination of: 1. Backlinks – Citation Flow from Majestic SEO 2. Engagement – Avg of Engagement Per Post (EPP) w/3 posts 3. Relevance – 3 tiers affect minimum thresholds for CF and EPP @Rhea | #searchfest
Benefits:• Builds relevance and trust long-term• No footprints, because it’s natural• Doesn’t invite risk approaches• Drives social media success, which helps with SERPs and personalization• Motivates team to achieve the right metrics• Forces open communication between vendors/departments
Problems:• Process overlapped w/other depts.• Asked us to just target mom blogs (We said NO!)• Couple week hiatus for internal education and process development• Outreach list to avoid
Results:• Helped define internal process• Educated team on dangers• Exceeded link quantity goal• Drove brand awareness• Positive reputation management• Community development• Attribution difficult to track
BUSINESS OBJECTIVE MET: Grow organic search performance without risk. Learn more about Google updates at 1:30pm in SEO Track.