Seo metrics that matter milan 2013

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Seo metrics that matter milan 2013

  1. 1. SEO Performance Metrics That Matter Richard Baxter Founder, SEOgadget.com
  2. 2. “We built a PR4 link”
  3. 3. “These people linked to you” Whatever!
  4. 4. “This content campaign, it drove conversions” It did?
  5. 5. “Organic search assisted 15% more conversions YOY increasing revenue on the channel to £1.3m for the year to date” Ooooooooh!
  6. 6. I’m marketing my site.
  7. 7. I care about where we’re mentioned and how frequently…
  8. 8. And I care about it because of the REVENUE it generates.
  9. 9. What are your *inputs?
  10. 10. What are the inputs… We should be measuring?
  11. 11. PR Blog posting (guest) Twitter (responding + helping) LinkedIn (Sharing + assist) Blog QA (Quora) Online Partnerships (Moz, Majestic) “Offline” Partnerships Youtube Channel Email Marketing Things (tshirts, mousemats) Google+ Tools Tips Viral Content Ebooks + PDF Guides Webinars
  12. 12. Editorial Coverage Mentions, links built and enquiries Follower growth &RT’s Referrals Shares, company page follows Number of blog posts Quora followers Threads answered Network referals SEOmoz points QA threads answered Reciprocal referrals Contact regularity Number of videos Email Signups Open rate / CTR Unsubscribe rate People tweeting pics + thank you SEOgadget+ added to circles Number of tools tips Shares, links and commercial outcomes Downloads Signups + attendees
  13. 13. Tools We can use to measure
  14. 14. # New links built + competitive tracking
  15. 15. http://seogadget.com/find-new-and-lost-back-links-with-majesticseo/
  16. 16. Rightmove vs Zoopla: =majesticAPI_toRange("majestichistory2","GetBackLinksHistory","hi storic","www.rightmove.co.uk,www.zoopla.co.uk",,"item1") 4500000 4000000 3500000 3000000 2500000 Rightmove Zoopla 2000000 1500000 1000000 500000 0 1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829303132333435363738394041424344454647484950515253545556575859606162636465666768
  17. 17. Track which sites in a serp have the highest delta (change in backlink growth)
  18. 18. Tracking #New Mentions that don’t link
  19. 19. http://freshwebexplorer.moz.com Use: seogadget -sd:seogadget.com
  20. 20. Track Mentions on Twitter & Google+
  21. 21. Track Engagement with Youtube analytics
  22. 22. Track network referral value in GA
  23. 23. Track heavy user contribution
  24. 24. Track follower growth vs competitor
  25. 25. Track engagement on rd party channels 3
  26. 26. Track growth in particular demographics
  27. 27. http://searchenginewatch.com/article/2301988/Demographics-andInterests-Coming-to-a-Google-Analytics-Profile-Near-You
  28. 28. Track growth in important preconversion events
  29. 29. ALL»EVENT CATEGORY: Downloads »EVENT ACTION: Excel
  30. 30. makes no warranties, express, implied or statutory, as to the information in this presentation.

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