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The Value of SEO
 

The Value of SEO

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Steve Overton's presentation of the Value of SEO presented at Search London - 7th of December 2011.

Steve Overton's presentation of the Value of SEO presented at Search London - 7th of December 2011.
www.meetup.com/search-london

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    The Value of SEO The Value of SEO Presentation Transcript

    • What is the value of Search Engine Optimisation (SEO) ? Steve Overton – Pre Sales and SEO Manager, Searchmetrics (Northern Europe)© 2011 All Rights Reserved.
    • How do you measure the value of SEO  Why do SEO  Assess the value of SEO  Forecasting value of future SEO  Tracking and On-going Measurement© 2011 All Rights Reserved. 2
    • Why do SEO ? • Why not just advertise • PPC costs rising • PPC very competitive • No residual benefits to PPC • 77% of search users choose organic over paid listings • 67% choose organic search results when purchasing • Organic click-through generates 25% higher conversion rates than PPC© 2011 All Rights Reserved. 3
    • Forecast the value of SEO Keyword Research© 2011 All Rights Reserved.
    • Position, position, positionSource : Optify, Dec 2010© 2011 All Rights Reserved. 5
    • Estimate potential value of SEO Potential: (524 - 7)Visitors/day * Conversion rate * Conversion value = €€€ / $$$ / £££© 2011 All Rights Reserved.
    • Analysis of keywords driving traffic Brand Generic / category phrases 20% 80% Content creation Brand marketing Indexing Link Building© 2011 All Rights Reserved. 7
    • Typical conversion funnel Keywords Generic e.g. Shoes Generic e.g. Running Shoes Brand e.g. Nike Running Shoes Conversions© 2011 All Rights Reserved. 8
    • Attributing the valueAttribution Models Last Touch First Touch Adwords Referral OrganicOrganic Search Organic Search ReferralOrganic Search Organic Search Paid advertising Paid advertising Paid Organic Paid Organic PaidPaid advertising Organic Search DirectOrganic Search Organic Search Paid advertising Direct Paid Organic Paid Direct Paid advertising Referral Direct Paid ReferralOrganic Search Paid advertising Direct Paid Organic Paid Multi Touch Attribution recently supported by GA is the real winner© 2011 All Rights Reserved. 9
    • Proving value of Google Paid Advertising Introduced Assisted Clicks / Conversions in March 2010© 2011 All Rights Reserved. 10
    • GA – multi channel funnels Introduced Multi Channel reporting in July 2011 Top Conversion Paths • Standard Reports • ‘Paid advertising’ — PPC advertising, banners and so on • ‘Organic search’ — unpaid search visits • ‘Social’ — Facebook, Twitter and a long list of other social sites • ‘Referral’ — referred visits • ‘Email’ – visits where the medium has been tagged as ‘email’ • Custom Reports • Brand Organic Search • Head Terms Organic • Long Tail Organic Search • Brand Paid • Etcetc© 2011 All Rights Reserved. 11
    • Custom multi-channel report – Google analytics© 2011 All Rights Reserved. 12
    • Assisted Conversions reportReporting the value by channel Organic Search contributed 6,395 last touch conversions + Assisted 5,355 conversions© 2011 All Rights Reserved. 13
    • ROI reporting - ££££© 2011 All Rights Reserved. 14
    • Summary Integrate search analytics and web analytics (Not Provided) = Top Performing keyword. Thanks Google.© 2011 All Rights Reserved. 15