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Back to SEO Basics: 5 Critical Metrics You Must MasterStrategies for staying one step ahead of the restDial: +1 (484) 589-...
Housekeeping Items Are the slides available?    Yes! Please email seo@webmarketing123.com We want to hear from you!    ...
What’s at Stake  Search engine use is growing rapidly               Currently, there are more                     than 3 b...
Search Engine User Behavior  If you are not on the 1st page, you are invisible to most searchers                          ...
Analytics Can Answer the Following Questions     A sample of metrics we can track with website analytics programs  How man...
The Web Metrics Lifecycle  Developed by Avinash Kaushik, this process helps to identify the  “critical few” metrics for yo...
Webinar Agenda: Metrics We’ll Cover    Traffic Sources1   Overview of different sources that send traffic to your site    ...
Webinar Agenda: Metrics We’ll Cover    Traffic Sources1   Overview of different sources that send traffic to your site    ...
Metric Defined: Traffic Sources  Overview of the different kinds of sources that send traffic to your site                ...
Why This Metric Matters: Traffic Sources  The better you understand where your traffic comes from, you can  gain insight i...
Google Benchmark Results: Traffic Sources  Direct traffic continues to lead the way at nearly 37% of overall traffic.  Sea...
Recommendation #1: Improving “Traffic Sources”  Select a mix of both “head match” and “long tail” keywords                ...
Keyword Rankings: Helps Increase Overall Traffic  Measured on a weekly, bi-weekly, or monthly basis                       ...
Webinar Agenda: Metrics We’ll Cover    Traffic Sources1   Overview of different sources that send traffic to your site    ...
Metric Defined: Organic Search Engine Traffic  Traffic to your site that came from search engines, but you did not  pay fo...
Metric Defined: Organic Search Engine Traffic  Traffic to your site that came from search engines, but you did not  pay fo...
Why This Metric Matters: Organic Search Traffic        Measures effectiveness of SEO programFilter out “branded” traffic  ...
Recommendation #2: Measure the Long Tail  Besides measuring just organic search traffic improvements, also  keep track of ...
Webinar Agenda: Metrics We’ll Cover    Traffic Sources1   Overview of different sources that send traffic to your site    ...
Metric Defined: Top Webpages  Your website’s most visited webpages for a particular time period                           ...
Why This Metric Matters: Are Top Pages Optimized?  Allows you to prioritize which pages to focus content and conversion  i...
Recommendation #3: Landing Pages Best Practices         These are pages that your visitors will initially see – make sure ...
Contact Us about Qualifying for a Complimentary Analysis -Competitive Report: find out where you rank against your top com...
Webinar Agenda: Metrics We’ll Cover    Traffic Sources1   Overview of different sources that send traffic to your site    ...
Metric Defined: Engagement  Compared to a year ago, websites have seen reduced pages per  visit, average time on site, as ...
Metric Defined: Bounce Rate  The percentage of single-page visits, i.e. visits in which the person  left your site from th...
Google Benchmark Results: Bounce Rate  Average bounce hovers around 50%, i.e. half of visitors arrive on  your website and...
Recommendation #4: Improving “Bounce Rate”  Develop a mapping document that targets 3-5 keywords per page                 ...
Webinar Agenda: Metrics We’ll Cover    Traffic Sources1   Overview of different sources that send traffic to your site    ...
Metric Defined: Conversion Rate      One of digital marketer’s favorite metrics for measuring outcomes                    ...
Why This Metric Matters: Conversion Rate   Conversion Rate helps us prove the value of our digital marketing   investmentC...
Google Benchmark Results: Conversion Rate  Conversion rates vary by country, with the US conversion rate being  approximat...
Recommendation #5: Match Keywords to Conversions  Determine which keywords are driving conversions for your site          ...
Recommendation #5: Match Keywords to Conversions  Determine which keywords are driving conversions for your site          ...
Key Takeaways• What Gets Measured, Gets Managed: Take advantage of analyticstools to start tracking important website metr...
Thank You!
Contact Us about Qualifying for a Complimentary Analysis -Competitive Report: find out where you rank against your top com...
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Web123 SEO Metrics to Master-11-09-2011

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Transcript of "Web123 SEO Metrics to Master-11-09-2011"

  1. 1. Back to SEO Basics: 5 Critical Metrics You Must MasterStrategies for staying one step ahead of the restDial: +1 (484) 589-1011Access Code: 431-179-989 @webmarketing123 @bradleywjoe #wm123
  2. 2. Housekeeping Items Are the slides available?  Yes! Please email seo@webmarketing123.com We want to hear from you! @webmarketing123 #wm123 facebook.com/webmarketing123 Download our 2011 State of Digital Media Survey  Visit our home page for more info #wm123 @bradleywjoe
  3. 3. What’s at Stake Search engine use is growing rapidly Currently, there are more than 3 billion searches/day on Google Courtesy: SEOmoz #wm123 @bradleywjoe
  4. 4. Search Engine User Behavior If you are not on the 1st page, you are invisible to most searchers Source : Jupiter Research, 2010 #wm123 @bradleywjoe
  5. 5. Analytics Can Answer the Following Questions A sample of metrics we can track with website analytics programs How manyvisitors do we Problem Recognition What keyword get to our searches led site? to visitors to our site? Information Search What is our ratio of new vs. returning Evaluation of What are our visitors? Alternatives most popular webpages? Purchase How many Decisions people fill out our “Contact us” form? What is my Average Order Purchase Value (AOV)? #wm123 @bradleywjoe
  6. 6. The Web Metrics Lifecycle Developed by Avinash Kaushik, this process helps to identify the “critical few” metrics for your business and take action on them. Define Improve or Measure Eliminate Action Analyze Source: “Web Analytics 2.0,” Avinash Kaushik #wm123 @bradleywjoe
  7. 7. Webinar Agenda: Metrics We’ll Cover Traffic Sources1 Overview of different sources that send traffic to your site Organic Traffic2 A critical metric for assessing the impact of your SEO efforts Top Webpages3 Metric for determining which pages are most popular Visitor Engagement Metrics4 Bounce rate, time on site, pages per visit Conversions5 Helps to measure outcomes, i.e. did visitor perform our intended action? #wm123 @bradleywjoe
  8. 8. Webinar Agenda: Metrics We’ll Cover Traffic Sources1 Overview of different sources that send traffic to your site Organic Traffic2 A critical metric for assessing the impact of your SEO efforts Top Webpages3 Metric for determining which pages are most popular Visitor Engagement Metrics4 Bounce rate, time on site, pages per visit Conversions5 Helps to measure outcomes, i.e. did visitor perform our intended action? #wm123 @bradleywjoe
  9. 9. Metric Defined: Traffic Sources Overview of the different kinds of sources that send traffic to your site #wm123 @bradleywjoe
  10. 10. Why This Metric Matters: Traffic Sources The better you understand where your traffic comes from, you can gain insight into what kind of people are coming and why #wm123 @bradleywjoe
  11. 11. Google Benchmark Results: Traffic Sources Direct traffic continues to lead the way at nearly 37% of overall traffic. Search engine traffic grew the most during same period YOY. % Visits from Nov ‘09–Feb ‘10 Nov ‘10-Feb ‘11 Difference Sources Direct 36.5% 36.8% +0.3% Referral 21.0% 19.4% -1.6%Search Engines 27.0% 28.0% +1.0% Other 15.5% 15.8% +0.3% #wm123 @bradleywjoe
  12. 12. Recommendation #1: Improving “Traffic Sources” Select a mix of both “head match” and “long tail” keywords #wm123 @bradleywjoe
  13. 13. Keyword Rankings: Helps Increase Overall Traffic Measured on a weekly, bi-weekly, or monthly basis #wm123 @bradleywjoe
  14. 14. Webinar Agenda: Metrics We’ll Cover Traffic Sources1 Overview of different sources that send traffic to your site Organic Traffic2 A critical metric for assessing the impact of your SEO efforts Top Webpages3 Metric for determining which pages are most popular Visitor Engagement Metrics4 Bounce rate, time on site, pages per visit Conversions5 Helps to measure outcomes, i.e. did visitor perform our intended action? #wm123 @bradleywjoe
  15. 15. Metric Defined: Organic Search Engine Traffic Traffic to your site that came from search engines, but you did not pay for, i.e. PPC ads #wm123 @bradleywjoe
  16. 16. Metric Defined: Organic Search Engine Traffic Traffic to your site that came from search engines, but you did not pay for, i.e. PPC ads #wm123 @bradleywjoe
  17. 17. Why This Metric Matters: Organic Search Traffic Measures effectiveness of SEO programFilter out “branded” traffic #wm123 @bradleywjoe
  18. 18. Recommendation #2: Measure the Long Tail Besides measuring just organic search traffic improvements, also keep track of how many keywords are driving traffic to your site2011 vs.2010 #wm123 @bradleywjoe
  19. 19. Webinar Agenda: Metrics We’ll Cover Traffic Sources1 Overview of different sources that send traffic to your site Organic Traffic2 A critical metric for assessing the impact of your SEO efforts Top Webpages3 Metric for determining which pages are most popular Visitor Engagement Metrics4 Bounce rate, time on site, pages per visit Conversions5 Helps to measure outcomes, i.e. did visitor perform our intended action? #wm123 @bradleywjoe
  20. 20. Metric Defined: Top Webpages Your website’s most visited webpages for a particular time period #wm123 @bradleywjoe
  21. 21. Why This Metric Matters: Are Top Pages Optimized? Allows you to prioritize which pages to focus content and conversion improvements on #wm123 @bradleywjoe
  22. 22. Recommendation #3: Landing Pages Best Practices These are pages that your visitors will initially see – make sure they’re conversion friendly!• Drive a single call-to-action• Simplify navigation• Include a clear offer or incentive• Engage eye contact with graphicsand color #wm123 @bradleywjoe
  23. 23. Contact Us about Qualifying for a Complimentary Analysis -Competitive Report: find out where you rank against your top competitors and what tactics they’re employing -Opportunity Analysis: learn how to improve your Digital Marketing Strategy and see how much opportunity is available for your company -ROI Tracking: detailing the keywords and sources that visitors are using to discover your website and if those visitors are converting into leads and sales Please contact: seo@webmarketing123.com #wm123 @bradleywjoe
  24. 24. Webinar Agenda: Metrics We’ll Cover Traffic Sources1 Overview of different sources that send traffic to your site Organic Traffic2 A critical metric for assessing the impact of your SEO efforts Top Webpages3 Metric for determining which pages are most popular Visitor Engagement Metrics4 Bounce rate, time on site, pages per visit Conversions5 Helps to measure outcomes, i.e. did visitor perform our intended action? #wm123 @bradleywjoe
  25. 25. Metric Defined: Engagement Compared to a year ago, websites have seen reduced pages per visit, average time on site, as well as bounce rate. Nov ‘09–Feb ‘10 Nov ‘10-Feb ‘11 Difference Pages/Visit 4.9 4.5 -0.4 Bounce Rate 48.2% 47.0% -1.2% Avg Time on Site 5:49 5:23 -0:26 #wm123 @bradleywjoe
  26. 26. Metric Defined: Bounce Rate The percentage of single-page visits, i.e. visits in which the person left your site from the entrance page #wm123 @bradleywjoe
  27. 27. Google Benchmark Results: Bounce Rate Average bounce hovers around 50%, i.e. half of visitors arrive on your website and leave with visiting any other pages #wm123 @bradleywjoe
  28. 28. Recommendation #4: Improving “Bounce Rate” Develop a mapping document that targets 3-5 keywords per page #wm123 @bradleywjoe
  29. 29. Webinar Agenda: Metrics We’ll Cover Traffic Sources1 Overview of different sources that send traffic to your site Organic Traffic2 A critical metric for assessing the impact of your SEO efforts Top Webpages3 Metric for determining which pages are most popular Visitor Engagement Metrics4 Bounce rate, time on site, pages per visit Conversions5 Helps to measure outcomes, i.e. did visitor perform our intended action? #wm123 @bradleywjoe
  30. 30. Metric Defined: Conversion Rate One of digital marketer’s favorite metrics for measuring outcomes Outcomes (leads, sales, form fill outs, etc.) Conversion Rate Total Number of VisitsAsk Yourself: How many visitors completed your intended action? #wm123 @bradleywjoe
  31. 31. Why This Metric Matters: Conversion Rate Conversion Rate helps us prove the value of our digital marketing investmentConversion Rate is a great metric because… Compared to most online metrics, it is one of the closest to actual business outcomes It can be optimized for and improved! It measures if our visitors are performing our intended actions on the website #wm123 @bradleywjoe
  32. 32. Google Benchmark Results: Conversion Rate Conversion rates vary by country, with the US conversion rate being approximately 1% #wm123 @bradleywjoe
  33. 33. Recommendation #5: Match Keywords to Conversions Determine which keywords are driving conversions for your site #wm123 @bradleywjoe
  34. 34. Recommendation #5: Match Keywords to Conversions Determine which keywords are driving conversions for your site #wm123 @bradleywjoe
  35. 35. Key Takeaways• What Gets Measured, Gets Managed: Take advantage of analyticstools to start tracking important website metrics• Define Your End Goal: Regardless of tactics utilized, don’t lose site ofoverall strategy and expected outcomes.• Prove the ROI: Continually measure the performance of digital channels(SEO, PPC, Social) and verify that it is the best use of your company’sinvestment. #wm123 @bradleywjoe
  36. 36. Thank You!
  37. 37. Contact Us about Qualifying for a Complimentary Analysis -Competitive Report: find out where you rank against your top competitors and what tactics they’re employing -Opportunity Analysis: learn how to improve your Digital Marketing Strategy and see how much opportunity is available for your company -ROI Tracking: detailing the keywords and sources that visitors are using to discover your website and if those visitors are converting into leads and sales Please contact: seo@webmarketing123.com #wm123 @bradleywjoe
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