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Jones ryan seo-performancemetrics

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From SMX East 2012

From SMX East 2012

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  • Talk about physics, electron microscope, bore audience with math then come back to how it’s like SEO. If time mention heisenberg uncertainty principle and shroedinger’s cat in a box. Don’t actually put cat in box.
  • Give example here from OSM blog post talk about it.
  • More funnels. Talk about why ranking #1 for SEO isn’t really that valuable. Potentially add slide showing how to report on keyword groups / actions.
  • Nobody in SEO seems to measure this. Not sure why.
  • Being an SEO means knowing all areas. Not just ___-
  • Transcript

    • 1. @RyanJones Manager – SEO Analytics SapientNitro www.SapientNitro.com www.RyanMJones.comSEO Performance MetricsRyan Jones | SMX East. October 1, 2012Slides Online at www.RyanMJones.com 1 @RyanJones
    • 2. “ How do you measure your SEO recommendations? ” - One of My Favorite Interview QuestionsNote: If you want to hear more of my interview questions, We’re hiring a Sr. Manager in Chicago, Detroit or Toronto. Sendme a resume. 2 @RyanJones
    • 3. Lots of People Say This: 3 @RyanJones
    • 4. Even More Say This: Note: I took this from an actual e-book being sold online. If this is YOUR ebook, let’s talk. 4 @RyanJones
    • 5. These are NOT the Metrics You’re Looking For... Pagerank – Alexa Rank – Hits – Rankings – MozRank – Number of Links – Any “Score” 5 @RyanJones
    • 6. So What IS the answer?The best answer is to ask another question. 6 @RyanJones
    • 7. Goals Not Goals Sales Visits Leads Video Views KPIs / LFAs Rankings Awareness or Facebook Likes, Twitter Engagement FollowersWhat’s Your Goal?Sales? Conversions? Leads? Awareness? These are all valid goals depending upon your business. 7 @RyanJones
    • 8. “ Measure what makes sense, not simply what’s measurable.”- Use your goals to create actionable KPIs that measure success.- Good KPIs should serve as reliable indicators and predictors of your goals.- Statistical modeling and correlation can help – but be careful. 8 @RyanJones
    • 9. Let’s look at an example…. “ I need search volumes on Macbook Air And Macbook Pro.” - Your BossSure Boss…MBA gets 4 million searches/monthMBP gets 9 million searches/month Why? We’re marketing a newsletter to Mac owners Well, you should use sales numbers then. Really? Yes! There’s more Macbook air owners than Pro owners 9 @RyanJones
    • 10. Reporting vs. Analytics.Looking Deeper than Visits over Time 10 @RyanJones
    • 11. “Reporting shows what the number is.Analytics tell why and what we should do about it”Act * tion * able adj ˈak-sh(ə-)nə-bəl “What’s happening and what1: Capable of being acted upon should I do about it?” - your boss or client.Rule of Thumb: If it doesn’t contain words, insights, actions, orrecommendations it’s NOT analytics. 11 @RyanJones
    • 12. Reporting: Actionable Analysis: “It’s 4th and inches from the 36. Our RB is Down: 4 averaging 2.3 YPC and Ball Location : 36 yd line our kicker’s range is 42 yards.”Reporting vs. Actionable Analytics.Referee Rhea Demonstrates the Difference. 12 @RyanJones
    • 13. Quantum Measurement: The Observer EffectCorrelation is NOT causation. Optimizing toward one variable MAY change yourcorrelation.Example: YouTube Views Correlate To Sales. 13 @RyanJones
    • 14. You Can’t Have Half of a FunnelIf you don’t fill the top,nothing comes out at thebottom.Bad things also happen if youplug the hole at the bottom. 14 @RyanJones
    • 15. That Same Funnel Can Be Used For KeywordsHead Keywords Home PageUFAs – Upper Funnel Activities Category Pages Sub Category Pages Long Tail Keywords LFAs – Lower Funnel Activities Product pages 15 @RyanJones
    • 16. The SEO Process Revolves Around Analytics Maintenance Discovery Analytics Execution Strategy 16 @RyanJones
    • 17. Let’s Look At Some Examples Tips & Tricks You Can Use TodayApologize: we’re about to get all bulleted lists up in here 17 @RyanJones
    • 18. Looking at SEO Visits and LFAs. Ideally, Visits & LFA trends should mirror each other. If they’re converging, build more high funnel terms. If they’re diverging, it may be a conversion rate issue. 18 @RyanJones
    • 19. “ Tip: Don’t just look at keywords, look at upper and lower funnel actions.” - Bucket Keywords into user intentsKeyword Cost Paid SEO Paid SEO Paid LFAs SEO LFAsBucket Rank Rank Visits VisitsNavigational $1596 1 1 752 986 125 400Blue Widgets $396 1 1 600 250 481 49Conquest $250 1 0 250 0 42 0Red Sprockets $860 4 12 1004 12 816 3 19 @RyanJones
    • 20. Is That New Title Tag Working? Paid Search measures click through rates. SEO can too! Use Google’s Webmaster Tools for Impressions. Calculate theoretical CTR, compare to actual When launching new titles, did your CTR go up too?Position % of Clicks 0 0.0% 1 36.4% Crazy Conspiracy Theory: Learn to Use WMT 2 12.5% data now – if trends continue it may be all 3 9.5% 4 7.9% we’re left with! 5 6.1% 6 4.1% 7 3.8% 8 3.5% 9 3.0% • Get Impressions from GWT with PHP script 10 2.2% 11 2.6% at http://tiny.tw/9UI 12 1.5% 20 @RyanJones
    • 21. Tips For Analytics Success Analytics involves words, insights, and actions – not just numbers. If you can automate it, it’s reporting not analysis. Measure what matters, not what’s easily measurable. Correlation doesn’t mean causation. Optimizing for one of the factors may even change that correlation Develop your goals first, then choose metrics that effectively measure those goals There’s a forest behind the trees. Don’t forget to look at the big picture. 21 @RyanJones
    • 22. Thank You! @RyanJones Manager – SEO Analytics SapientNitro www.SapientNitro.com www.RyanMJones.comThank You!* Download These Slides at www.RyanMJones.com 22 @RyanJones