Actionable SEO Metrics

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Ryan Jones 2012 SES Accelerator presentation from the meaningful search metrics panel.

Ryan Jones 2012 SES Accelerator presentation from the meaningful search metrics panel.

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  • Ask how many sell things. Ask large brand. Ask how many pull data omniture GA
  • What question are you trying to answer? What # would change your mind? Owner example.
  • Your goal probably isn’t rankings and visits. It’s conversions. How do you measure your goals?
  • Pagerank, visits over time, etc aren’t actionable. They can’t tell you if you’re hitting your goal.
  • We need to look deeper than visits over time and ranking reports.
  • Look at the conversion/bounce rates of your broad and head terms vs long tail. Look at the keywords associated with various stages of funnel. Where are you lacking? Why?
  • Case study from Ford. We wanted to go after higher funnel broad terms. Got long tail terms and much better visit value
  • How can I use this approach in my daily SEO activities?
  • How many segment branded and non branded? How many segment deeper than that?
  • Not much difference between paid and natrual search ads. Yet we track them so differently.
  • Could be a terrible title. Could be different phase in funnel, could be (next slide) cannibalization
  • Also: find where I rank 12 and see what I can do to get it to 10. if I already in top 10, get a 2 nd result and it indents it.
  • Why aren’t they sending traffic? Crawling problem? Combine content? Duplicate content? Useful?
  • Is there a correlation? There should be.

Transcript

  • 1. Actionable SEO Metrics SES Accelerator San Diego 2012 Ryan Jones Sr. Search Strategist Team Detroit @RyanJones
  • 2. @RyanJones Senior SEO Strategist Team Detroit www.TeamDetroit.com www.RyanMJones.com
  • 3.
    • “ Having more data isn’t always better”
    What Are Actionable Analytics? Actionable Analytics involve using business goals and data to drive decisions. Act * tion * able adj ˈak-sh(ə-)nə-bəl 1: Capable of being acted upon
  • 4. What Is Your Goal? Rankings & Visits or Sales, Conversions, Signups, & Engagement
  • 5. Am I Hitting My Goal? Hopefully, these aren’t your goals.
  • 6. Look Deeper Actionable : Information that allows a decision to be made.
  • 7. Home Page Category Pages Sub Category Pages Product pages Long Tail Keywords Head Keywords Conversion Rate? Conversion Rate? Understand & find opportunities throughout your sales funnel
  • 8. Goal: Rank for terms like “ New Trucks ” and drive higher funnel shoppers Result: Drove lots of long tail terms Side Effect: Long tail terms had a much better KPI conversion rate. Lesson: Less focus on high volume “hero” terms. Go after what converts.
  • 9. Look at Actions, Not Just Keywords Group Keywords by what people are trying to do on your site Action Impressions Clicks CTR KPIs/Revenue Bounce Buy Product 200,000 158,000 79% $42,000 12% Owner Support Research & Awareness High Funnel Terms
  • 10. Actionable Reporting Client: What’s happening & what should I do? Start with your goals, report the metrics that align with them
  • 11. How can I use actionable analytics to answer everyday SEO questions? Let’s Look at some examples…..
  • 12. OMG – Traffic is Down
  • 13. WHY?
  • 14. If we factor out the sale that ended, traffic was actually UP!
  • 15. Another Example
  • 16. Let’s Break Down that Blue Line
  • 17. Keyword Bucketing User Intent – Branded – Products – Events – Long Tail – Purchase Funnel
  • 18. Titles Tags Are Ads too! Test them with paid search
    • Quickly get keyword impressions
    • Find out which landing page converts better
    • Learn what keywords convert
  • 19.  
  • 20. Click Through Rate Comparison
    • Get Impressions from GWT with PHP script at http://tiny.tw/9UI
    VS. Expected Clicks Actual Clicks Do I Need A More Enticing Title Tag? Rank % of Clicks 0 0.0% 1 36.4% 2 12.5% 3 9.5% 4 7.9% 5 6.1% 6 4.1% 7 3.8% 8 3.5% 9 3.0% 10 2.2% 11 2.6% 12 1.5% 13 1.3% 14 1.1% 15 1.2% 16 1.2% 17 1.4% 18 1.3% 19 1.4% 20 1.4%
  • 21. Example CTR Calculation Keyword: “Ford Focus” Rank: 1 Impressions: 700,000 Estimated Clicks = Impressions * % from chart 700,000 * .364 = 254,800 clicks Actual Clicks (pull from analytics not WMT) 160,000 Clicks Why So Low?
  • 22. Paid Search Cannibalization
  • 23. This Looks Bad….
  • 24. But This Looks Good
  • 25. Show rebidulator keyword compare tab Finding & Balancing Cannibalization Find Opportunities – like shifting spend from “blue widgets” into “Bacon Pears” Keyword Cost Paid Rank SEO Rank Paid Clicks SEO Clicks Paid KPIs SEO KPIs Blue Widgets $1596 1 1 752 986 23 400 Bacon Polenta $396 1 5 600 250 481 49 Pears $250 3 0 250 0 9 0 Bacon Pears $860 4 12 1004 12 974 3
  • 26. Let’s look at some other questions…
  • 27. Do I Have Indexing Issues? Do I Have Content Issues? Is My Content Working?
  • 28. Indexed Pages VS. Pages Actually Sending Traffic VS. Total Site Pages
  • 29. VS. Unique Keywords * There should be a strong correlation here
  • 30. Thank You! @RyanJones www.RyanMJones.com