Top KPIs for SEO Campaigns
 

Top KPIs for SEO Campaigns

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Whether you’re managing your SEO in-house or working with an agency, ...

Whether you’re managing your SEO in-house or working with an agency,
it’s essential to choose the key performance indicators (KPIs) for measuring success.

Easier said than done. Is it your keyword rankings? Traffic? What about conversions? Where does revenue come in to it? Maybe it's all about the links.

After 8 years and hundreds of client experiences, we’ve distilled what we believe to be the metrics you should use to evaluate your SEO. They are:

Non-branded organic traffic, as a percentage of overall leads or sales, over time.
Conversions (lead capture, e-commerce, downloads, etc) from top keywords.
Revenue attributed to specific keywords.
% of targeted keywords ranking on the 1st page of Google’s search results.

Webmarketing123 is a Bay-Area Digital Marketing Agency. Our distinctive approach: pair a metrics-rich methodology with an understanding of our clients’ unique business goals and challenges. We combine a deep expertise across industry verticals, smart use of automation, and efficient use of analytics to inform data-driven decision-making. At Webmarketing123, each client has a dedicated team employing Search Engine Optimization (SEO), Pay Per Click (PPC) advertising, and/or Social Media Marketing (SMM) to create remarkable, results-driven marketing programs.

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  • Your target audience is elusive, and It’s a challenge to get their attention. The decision makers in companies (and in affluent families) value their time and protect it. They skip TV Ads with their Tivo or watch ad-free Netflix. They listen to XM Radio or Pandora commercial-free. They barely skim their trade magazines, and are cutting back on trade shows. Even emails sent to folks who opted-in are competing with hundreds of other messages. Your 35 character subject line has just a few seconds to win them over. How about the hours they spend online? Thanks to evolution of interest-based or keyword-based targeting for display advertising, we can reach them nearly everywhere. But display ads have shockingly low conversion rates, and display ad blockers are the most installed plug-ins web browsers. We are all swimming in messages that are being broadcast at us, and many consumers are tuning out all of our industry’s carefully crafted interruptions.
  • In short, we’ve entered the age of the empowered consumer. Your prospects aren’t just tuning out interruptive advertising. They are actively evaluating their options, with an array of tools at their disposal, including customer revew forums, price-comparison apps, and of course, repeated use of search engines.
  • The New Normal: The empowered and self-educating consumer doesn’t talk to you until they have nearly made their purchase decision.
  • If you look at your website analytics, you’ll see that your conversions are coming from visitors not only on their 1st visit, but also from their 4th or even their 10th,
  • The more specific the search terms, the clearer the intent. Rather than trying to shout louder, we can deliver messaging that’s aligned with a prospect’s intent, at the very moment that they’re thinking about the problem they’re trying to solve.
  • The genius of Paid Search is that it delivers relevant results at exactly the right moment.
  • [use highligher]But organic search results win the vast majority of clicks, and leads generated from those clicks are twice as likely to close deals than leads from paid search.
  • Google doesn’t rank websites. It ranks individual pages. And a properly conducted SEO campaign maps individual search terms to individual pages, so that you can deliver the right page to the searcher depending on their level of knowledge or where they are in the buying cycle.
  • Paid Search campaigns are only efficient if spend is reallocated to maximize conversions. Similarly (but less well understood), SEO requires a constant cycle of measurement and optimization.
  • Before you measure, you have to decide what to measure. We’re going to look at the 4 KPIs we most often recommend for SEO.
  • Only 10 organic results are shown on each page of search results, so in this case, 2 out of 20 would be ranking on Page 1, 10%.
  • [Mike, define what this term means and why it’s important] These are the folks that don’t know your company yet.
  • [Mike, define what this term means and why it’s important] When a searcher uses non-branded terms, it’s either because they haven’t found brands yet, or because they’re researching options other than the brands they know. In either case, you want to appear on these terms.
  • These are some results we saw for a client last year. While both figures are interesting, the increase in organic search traffic includes searches on the brand names, so it’s impossible to gauge what impact the SEO campaign had vs. other promotional efforts. The non-branded organic traffic, however, is directly attributable to the SEO campaign that drove traffic via those keywords. If you are looking to evaluate the impact of SEO, you need metrics like this.
  • This allows you to close the loop and actually optimize your SEO Campaign. Refocus efforts on the top performing keywords.
  • This allows you to close the loop and actually optimize your SEO Campaign. Refocus efforts on the top performing keywords.
  • Mike, you can modify my scorecard and grab a new screenshot here:https://docs.google.com/a/webmoxie.org/spreadsheet/ccc?key=0Ag0bVukfhMkgdE81dndzLUF3cXZPank1RVJUemVDc3c#gid=0
  • With these four metrics, you can accurately measure the financial impact of deals directly attributable to your SEO campaign. And with this precision of data, you or your agency can regularly refocus efforts on the most high-performing keywords, accelerating advances in ranking on those search terms.
  • “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? Take a hard look at your competitors: Find out where you rank against your top competitors and what tactics they’re employing.Comparison of different digital strategies: Paid Search, Organic Search, Display Advertisiing, Social Media Marketing.
  • [Just in case you want to show this…]This is a custom scorecard we collaboratively designed with one of our enterprise clients. These are not the metrics that we recommend every day, but they are the metrics that this marketer needed to report to management.

Top KPIs for SEO Campaigns Top KPIs for SEO Campaigns Presentation Transcript

  • Top KPIs for SEO Campaigns Mike Turner Director of Business Development, Webmarketing123webmarketing123 facebook.com/webmarketing123 @webmarketing123 #wm123
  • • Founded in 2004 • Custom KPI-basaed Scorecards• 120+ Clients • Proprietary Attribution Tool @webmarketing123 #wm123
  • Some Practical Matters Are the slides available? Yes! Just email seo@webmarketing123.com We’re live tweeting @webmarketing123 webinar highlights. facebook.com/webmarketing123 Stay informed by following us. webmarketing123 Ready to take the next step with us? Request a Complimentary SEO Assessment Today. @webmarketing123 #wm123
  • Agenda1 The Age of the Empowered Consumer KPI: % of targeted search terms ranking on2 the 1st page of Google’s search results3 KPI: Non-branded organic traffic4 KPI: Conversions from top search terms KPI: Revenue attributed to specific search5 terms. @webmarketing123 #wm123
  • Your target audience is elusive. @webmarketing123 #wm123
  • We’ve entered the ageof the empowered consumer. @webmarketing123 #wm123
  • 70% of the B2B purchase decision is madebefore they speak to your sales rep. @webmarketing123 #wm123
  • 70% of the B2B purchase decision is madebefore they speak to your sales rep. @webmarketing123 #wm123
  • Your prospects signal their intentmost clearly through search behavior. @webmarketing123 #wm123
  • To reach today’s elusiveconsumer, we need smarttargeting.Search terms provide targetingin real-time. @webmarketing123 #wm123
  • Leads from SEO are most likely to close. Lead-to-Customer Close % by Channel @webmarketing123 #wm123
  • But wait, SEO isn’t targeted, is it?SEO just gets my homepage higherin search results, right? @webmarketing123 #wm123
  • SEO has granular targeting, too.It’s the long tail of search terms. @webmarketing123 #wm123
  • A short story about the long tail @webmarketing123 #wm123
  • A short story about the long tail @webmarketing123 #wm123
  • Broad vs Granular Targeting in SEO “material safety data sheets” 3,000,000+ monthly searches “msds software” 880 monthly searches @webmarketing123 #wm123
  • A well-designed SEOcampaign targetspurchasers at differentphases of the buyingcycle. @webmarketing123 #wm123
  • Is your campaign measurementas precise as your targeting? @webmarketing123 #wm123
  • Success Requires Continuous Optimization @webmarketing123 #wm123
  • Establishing the right metrics is a process What benchmarks should we use? What are the relevant Goals? What Will Winning Look Like? Which KPIs are priorities? @webmarketing123 #wm123
  • Agenda1 The Age of the Empowered Consumer KPI: % of targeted search terms ranking on2 the 1st page of Google’s search results3 KPI: Non-branded organic traffic4 KPI: Conversions from top search terms KPI: Revenue attributed to specific search5 terms. @webmarketing123 #wm123
  • KPI #1% of targeted keywordsranking on the 1st page ofGoogle’s search results @webmarketing123 #wm123
  • @webmarketing123 #wm123
  • @webmarketing123 #wm123
  • @webmarketing123 #wm123
  • @webmarketing123 #wm123
  • Start Jan FebSEO % of Keywords on Page 1 of Google 7% @webmarketing123 #wm123
  • Agenda1 The Age of the Empowered Consumer KPI: % of targeted search terms ranking on2 the 1st page of Google’s search results3 KPI: Non-branded organic traffic4 KPI: Conversions from top search terms KPI: Revenue attributed to specific search5 terms. @webmarketing123 #wm123
  • KPI #2Non-branded organic traffic @webmarketing123 #wm123
  • branded terms vs non-branded terms Company Name  Broad category Product Names  Specifications Brand promise  Terms used to describe the problem or the solution @webmarketing123 #wm123
  • 61% overall 130% increase inincrease in non-branded organicorganic traffic. traffic, 2011 over 2010 @webmarketing123 #wm123
  • Agenda1 The Age of the Empowered Consumer KPI: % of targeted search terms ranking on2 the 1st page of Google’s search results3 KPI: Non-branded organic traffic4 KPI: Conversions from top search terms KPI: Revenue attributed to specific search5 terms. @webmarketing123 #wm123
  • KPI #3Conversions from search terms(lead capture, e-commerce,downloads, etc) @webmarketing123 #wm123
  • Conversions from top search terms Goal Goal Keywords Conversions Conversion Rate @webmarketing123 #wm123
  • Agenda1 The Age of the Empowered Consumer KPI: % of targeted search terms ranking on2 the 1st page of Google’s search results3 KPI: Non-branded organic traffic4 KPI: Conversions from top search terms KPI: Revenue attributed to specific search5 terms. @webmarketing123 #wm123
  • KPI #4Revenue attributed tospecific search terms. @webmarketing123 #wm123
  • Revenue attributed tospecific search terms. @webmarketing123 #wm123
  • View your SEO KPIs on asingle scorecard @webmarketing123 #wm123
  • Proper SEO requires its ownoptimization.Keyword Targeting Measurement @webmarketing123 #wm123
  • Key Takeaways• Your target audience is looking for your solution: Get your message in front of them with paid search or SEO.• Establish which metrics to measure: The four we’ve recommended are a good start. Engage stakeholders in your company to get buy-in for these metrics. Demand regular metrics-based reporting from your agency or in- house team.• Bring discipline into your decision-making process: At budgeting time, you’ll have the right data. @webmarketing123 #wm123
  • What can you gain from speaking with our analysts?SEO check-up for your website Identify your own custom metrics Compare Paid Search vs Learn what it’s costing your company SEO for your company to not be ranking high on Google Request a Consultation: seo@webmarketing123.com bit.ly/wm123seo Connect with the Host: Mike.t@webmarketing123.com webmarketing123 facebook.com/webmarketing123 @webmarketing123
  • @webmarketing123 #wm123
  • @webmarketing123 #wm123