16. 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
17. Putting those metrics to work:
Business Objective Business Metric SEO Metric
Grow online 20% increase in 16,667 annual increase in traffic
revenue 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 traffic
Not the best at calculating percent and amounts?
Check out: http://www.percentagecalculator.net/
22. How we usually measure results:
• Rankings
• Link quantity
23. Dangers:
• Loses sight of the business objective
• Focus is on the wrong metrics
• Motivates team with risky methods
24. What you need:
Increase Increase
online online
sales by sales by
20% 20%
SEO SOCIAL
25. What happens in 6 months:
Google Penguin Manual penalty
for YOU! for YOU!
SEO SOCIAL
Photo credit: http://www.seerinteractive.com/blog/seo-lessons-through-cutts-picture
34. Blogger Outreach Quality Matrix
Developed 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
35. 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
36. 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
37. 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
38. BUSINESS OBJECTIVE MET:
Grow organic search
performance without risk.
Learn more about Google updates at
1:30pm in SEO Track.
Structure the presentation as sound bites and takeaways.Teach them how to apply social media metrics to business metrics. For every case study define both metrics and the overall objective.