Search 5

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  • Welcome to SEO Research. The focus of this session is to give you the information you will need to understand the current state of your SEO program and as well as that of your competition. We will also dive into opportunity planning and monitoring.
  • Search 5

    1. 1. SEO Research
    2. 2. What do I Need or Want to know?1. How are we doing and how to benchmark?2. How and what is my competition doing?3. What opportunities am I missing?4. Key SEO diagnostics to monitor your search health
    3. 3. Benchmarking Current State1. What are my business goals? a. What do we want from our search program? b. What products and keywords do we need to perform? c. What would be a considered a success?2. How are we doing today? a. How much traffic and for what keywords? b. What share of search am I getting? c. What are my most valuable words?3. Where can I get improvements?
    4. 4. Create a Traffic Baseline Select a subset of important keywords related to your business & average trafficBaseline Options:• Average of 3, 6, 12 months• Average of seasonal variations – busy, slow, average• Average of advertising cycles – high advertising, low advertising and/or no advertising
    5. 5. Demonstrate Change over BaselineShow the % Change (Δ) over baseline for all important keywordsChange Formula - (Current month divided by baseline) -1Show overall improvement in your SEO traffic over some baseline period.
    6. 6. Cost of Poor Performing SEO Show the incremental PPC budget to make of for organic search trafficHelps demonstrate to management why additionalresources should be spent on SEO activities to capture alarger share of traffic that does not have a cost per click.
    7. 7. What is my competition doing?
    8. 8. Who is your competition?• Named Competitors – Typically companies management really cares about that compete with you on sales and market share. – Who are your biggest direct competitors IBM vs. HP – The larger the company typically the poorer they do in SEO• Search Results Competitors – These are the companies that rank in the top positions of search engines and may not be a direct competitor – like Wikipedia or a Trade Journal – Need to understand “why they are ranking” and if you can leverage their ranking via advertising or links
    9. 9. What do you want to know?• PPC Advertising Spend – Insight on what your competition is spending on paid search – What keywords do they seem be be performing well for? – What ad messages are they using?• Keyword Lists – What keywords are they using in PPC and/or ranking well for in SEO – How are they performing for various keywords ? – What pages are ranking well – home page or deep pages• Inbound Links – What quality and relevant sites are linking to them?
    10. 10. SEM Rush – www.semrush.com $10
    11. 11. Keyword Spy – keywordspy.com $11
    12. 12. PPC Ad Performance Monitoring See which competitor ads are being clicked and converting and which are not!12
    13. 13. Spyfu– spyfu.com $13
    14. 14. 14
    15. 15. Compete – compete.com $15
    16. 16. Open Site Explorer – opensiteexplorer.org $16
    17. 17. SEOmoz Link Research – seomoz.com $17
    18. 18. Building the Business Case viaOpportunity Research
    19. 19. Why Calculate Your Opportunity?Calculating opportunity from the start helps…• Make the business case and justify the investment• Focus your activities and identify content gaps• Set expectations – Keeping it real• Prioritize resources to focus on the most value and greatest return
    20. 20. 6 Parts of the Opportunity Matrix TM1. Identify your important target keywords (gold words) – These are the words that are critical to your business2. Determine demand for your gold words – Get data from Keyword Discovery, WordTracker or Google AdWords Suggestion3. Determine current gold word performance (rank and/or traffic share)4. Estimate a share of search clicks for your brand5. Estimate the value ($$) of a visitor to your site6. Estimate the incremental sales or leads from SEO
    21. 21. Gold Word DemandSelect a subset of important keywords related to your business Est. Projected Visits Current Searches Current Keyw ord Percent Rank at Monthly Added Monthly Added per SE Traffic Est 1 Est 2 Google Visits Visits Visits Visits Monthcamera phone 149,378 5,453 3.65% 3 5% 7,469 2,016 10% 14,938 9,485camera cell phone 50,175 0 0.00% none 2,509 2,509 5,018 5,018camera phone pic 20,094 0 0.00% none 1,005 1,005 2,009 2,009mp3 phone 18,350 0 0.00% none 918 918 1,835 1,835camera phone picture 17,356 0 0.00% none 868 868 1,736 1,736mp3 cell phone 16,294 0 0.00% none 815 815 1,629 1,629camera cellular phone 12,156 0 0.00% none 608 608 1,216 1,216free camera phone 11,856 0 0.00% none 593 593 1,186 1,186camera flip phone 6,269 0 0.00% none 313 313 627 627cell phone w ith mp3 player 6,088 0 0.00% none 304 304 609 609mp3 player phone 2,356 0 0.00% none 118 118 236 236mp3 mobile phone 1,631 0 0.00% none 82 82 163 163mp3 cell phone ringtone 1,331 0 0.00% none 67 67 133 133 Total 313,334 5,453 1.74% 15,667 10,214 31,333 25,880 Value of a Visit $1.00 SE Visits for Monthly Annual Potential % Increase Words Revenue Revenue Increase Listed Current SE Traffic 5,453.00 $5,453.00 $65,436.00 5% 15,666.69 $15,666.69 $188,000.25 $122,564.25 187.30% 10% 31,333.38 $31,333.38 $376,000.50 $310,564.50 474.61%Highlighted fields are variables that can be manipulated to create other scenarios.
    22. 22. Current Gold Word Performance Find the current traffic for those phrases from your Web Analytics tools Est. Projected Visits Current Searches Current Keyw ord Percent Rank at Monthly Added Monthly Added per SE Traffic Est 1 Est 2 Google Visits Visits Visits Visits Monthcamera phone 149,378 5,453 3.65% 3 5% 7,469 2,016 10% 14,938 9,485camera cell phone 50,175 0 0.00% none 2,509 2,509 5,018 5,018camera phone pic 20,094 0 0.00% none 1,005 1,005 2,009 2,009mp3 phone 18,350 0 0.00% none 918 918 1,835 1,835camera phone picture 17,356 0 0.00% none 868 868 1,736 1,736mp3 cell phone 16,294 0 0.00% none 815 815 1,629 1,629camera cellular phone 12,156 0 0.00% none 608 608 1,216 1,216free camera phone 11,856 0 0.00% none 593 593 1,186 1,186camera flip phone 6,269 0 0.00% none 313 313 627 627cell phone w ith mp3 player 6,088 0 0.00% none 304 304 609 609mp3 player phone 2,356 0 0.00% none 118 118 236 236mp3 mobile phone 1,631 0 0.00% none 82 82 163 163mp3 cell phone ringtone 1,331 0 0.00% none 67 67 133 133 Total 313,334 5,453 1.74% 15,667 10,214 31,333 25,880 Value of a Visit $1.00 SE Visits for Monthly Annual Potential % Increase Words Revenue Revenue Increase Listed Current SE Traffic 5,453.00 $5,453.00 $65,436.00 5% 15,666.69 $15,666.69 $188,000.25 $122,564.25 187.30% 10% 31,333.38 $31,333.38 $376,000.50 $310,564.50 474.61%Highlighted fields are variables that can be manipulated to create other scenarios.
    23. 23. Ranking of Gold Words Use a SEO Rank Checking tool to see where you are currently ranking for these phrases.* Est. Projected Visits Current Searches Current Keyw ord Percent Rank at Monthly Added Monthly Added per SE Traffic Est 1 Est 2 Google Visits Visits Visits Visits Monthcamera phone 149,378 5,453 3.65% 3 5% 7,469 2,016 10% 14,938 9,485camera cell phone 50,175 0 0.00% none 2,509 2,509 5,018 5,018camera phone pic 20,094 0 0.00% none 1,005 1,005 2,009 2,009mp3 phone 18,350 0 0.00% none 918 918 1,835 1,835camera phone picture 17,356 0 0.00% none 868 868 1,736 1,736mp3 cell phone 16,294 0 0.00% none 815 815 1,629 1,629camera cellular phone 12,156 0 0.00% none 608 608 1,216 1,216free camera phone 11,856 0 0.00% none 593 593 1,186 1,186camera flip phone 6,269 0 0.00% none 313 313 627 627cell phone w ith mp3 player 6,088 0 0.00% none 304 304 609 609mp3 player phone 2,356 0 0.00% none 118 118 236 236mp3 mobile phone 1,631 0 0.00% none 82 82 163 163mp3 cell phone ringtone 1,331 0 0.00% none 67 67 133 133 Total 313,334 5,453 1.74% 15,667 10,214 31,333 25,880 Value of a Visit $1.00 SE Visits for Monthly Annual Potential % Increase Words Revenue Revenue Increase Listed Current SE Traffic 5,453.00 $5,453.00 $65,436.00 5% 15,666.69 $15,666.69 $188,000.25 $122,564.25 187.30% 10% 31,333.38 $31,333.38 $376,000.50 $310,564.50 474.61%Highlighted fields are variables that can be manipulated to create other scenarios.You can skip this step if you don’t believe in rank checking. But realize, 90% of searchers click something on page 1.
    24. 24. Projecting Visits How many more search referrals can you REASONABLY obtain? A top ranking can deliver 3-10% of demand for non-branded searches Est. Projected Visits Current Searches CurrentCreate general projections by Percent Keyw ord per SE Traffic Rank at Est 1 Monthly Added Est 2 Monthly Added Google Visits Visits Visits Visitschanging the % of demand Month camera phone 149,378 5,453 3.65% 3 5% 7,469 2,016 10% 14,938 9,485 camera cell phone 50,175 0 0.00% none 2,509 2,509 5,018 5,018> Broad projections camera phone pic 20,094 0 0.00% none 1,005 1,005 2,009 2,009 mp3 phone 18,350 0 0.00% none 918 918 1,835 1,835 or camera phone picture 17,356 0 0.00% none 868 868 1,736 1,736 mp3 cell phone 16,294 0 0.00% none 815 815 1,629 1,629 camera cellular phone 12,156 0 0.00% none 608 608 1,216 1,216> Create projections by keywords free camera phone 11,856 0 0.00% none 593 593 1,186 1,186 camera flip phone 6,269 0 0.00% none 313 313 627 627 cell phone w ith mp3 player 6,088 0 0.00% none 304 304 609 609 mp3 player phone 2,356 0 0.00% none 118 118 236 236 mp3 mobile phone 1,631 0 0.00% none 82 82 163 163 mp3 cell phone ringtone 1,331 0 0.00% none 67 67 133 133 Total 313,334 5,453 1.74% 15,667 10,214 31,333 25,880 Value of a Visit $1.00 SE Visits for Monthly Annual Potential % Increase Words Revenue Revenue Increase Listed Current SE Traffic 5,453.00 $5,453.00 $65,436.00 5% 15,666.69 $15,666.69 $188,000.25 $122,564.25 187.30% 10% 31,333.38 $31,333.38 $376,000.50 $310,564.50 474.61% Highlighted fields are variables that can be manipulated to create other scenarios.
    25. 25. The Value of a Visit Unfortunately, not every visit results in the BIG CONVERSION…. But every visit does have a value! Est. Projected Visits CurrentIntroducing $$$ is far more Percent Keyw ord Searches Current per SE Traffic Rank at Est 1 Monthly Added Est 2 Monthly Addedpowerful than “we have a #1 Month Google Visits Visits Visits Visitsranking for this” or “x amount of 3.65% camera phone camera cell phone 149,378 50,175 0.00% 5,453 0 3 none 5% 7,469 2,509 2,016 2,509 10% 14,938 5,018 9,485 5,018traffic from that” camera phone pic 20,094 0.00% 0 none 1,005 1,005 2,009 2,009 mp3 phone 18,350 0 0.00% none 918 918 1,835 1,835 camera phone picture 17,356 0 0.00% none 868 868 1,736 1,736 mp3 cell phone 16,294 0 0.00% none 815 815 1,629 1,629 camera cellular phone 12,156 0 0.00% none 608 608 1,216 1,216 free camera phone 11,856 0 0.00% none 593 593 1,186 1,186 camera flip phone 6,269 0 0.00% none 313 313 627 627 cell phone w ith mp3 player 6,088 0 0.00% none 304 304 609 609 mp3 player phone 2,356 0 0.00% none 118 118 236 236 mp3 mobile phone 1,631 0 0.00% none 82 82 163 163 mp3 cell phone ringtone 1,331 0 0.00% none 67 67 133 133 Total 313,334 5,453 1.74% 15,667 10,214 31,333 25,880 Value of a Visit $1.00 SE Visits for Monthly Annual Potential % Increase Words Revenue Revenue Increase Projection Listed Current SE Traffic 5,453.00 $5,453.00 $65,436.00 Summary 5% 15,666.69 $15,666.69 $188,000.25 $122,564.25 187.30% 10% 31,333.38 $31,333.38 $376,000.50 $310,564.50 474.61% Highlighted fields are variables that can be manipulated to create other scenarios.
    26. 26. Search Influenced Revenue We may not be able to tie to exact sales but we have “influenced” the sale by brining traffic and matching to needs of searcher. Set time periods Start Current Projected Realized % of % of Global SE SE Added Added Opp. Keyw ord Global Global Est % Visits % Gain Dem and Visits Visits Visits Visits Realized Dem and Dem andfree m obile softw are 15,508 0 0.00% 53 0.34% 3% 465 465 53 -89% 100.00%nokia m obile softw are 3,195 18 0.56% 66 2.07% 7% 224 206 48 -77% 72.73%free nokia softw are dow nload 1,850 0 0.00% 102 5.51% 8% 148 148 102 -31% 100.00%free nokia n70 softw are 1,448 0 0.00% 63 4.35% 10% 145 145 63 -56% 100.00%m obile search 1,320 4 0.30% 175 13.26% 3% 40 36 171 380% 97.71% Total 23,321 22 0.09% 459 1.97% 4.38% 1,021 999 437 -56% Value of a Visit $1.00 SE Visits May not be very exciting for Words Monthly Annual Gain % Gain but it does show an Listed improvement that will Beginning 22 $22 $264 focus efforts and Projected 1,021 $1,021 $12,255 $11,991 4542.16% Current 459 $459 $5,508 $5,244 1986.36% attention.
    27. 27. SEO Diagnostics
    28. 28. Google Chrome SEO Tool28
    29. 29. Blekko – Duplicate Content29
    30. 30. SEO Research Key Takeaways 1. Understand your Business goals for search 2. Baseline your current state and desired outcomes 3. Monitor performance against baseline good or bad 4. Develop “Cost of Not Ranking” analysis to motivate SEO investments 5. Develop Missed Opportunity to demonstrate potential for SEO investments return 6. Use multiple tools to “Monitor” competition but don’t obsess over it 7. Spend time diagnosing site performance30

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