Web123 SEO Metrics to Master-11-09-2011
 

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Web123 SEO Metrics to Master-11-09-2011 Presentation Transcript

  • 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. 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. 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. 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. 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. 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. 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. 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. Metric Defined: Traffic Sources Overview of the different kinds of sources that send traffic to your site #wm123 @bradleywjoe
  • 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. 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. Recommendation #1: Improving “Traffic Sources” Select a mix of both “head match” and “long tail” keywords #wm123 @bradleywjoe
  • 13. Keyword Rankings: Helps Increase Overall Traffic Measured on a weekly, bi-weekly, or monthly basis #wm123 @bradleywjoe
  • 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. 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. 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. Why This Metric Matters: Organic Search Traffic Measures effectiveness of SEO programFilter out “branded” traffic #wm123 @bradleywjoe
  • 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. 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. Metric Defined: Top Webpages Your website’s most visited webpages for a particular time period #wm123 @bradleywjoe
  • 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. 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. 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. 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. 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. 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. 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. Recommendation #4: Improving “Bounce Rate” Develop a mapping document that targets 3-5 keywords per page #wm123 @bradleywjoe
  • 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. 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. 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. Google Benchmark Results: Conversion Rate Conversion rates vary by country, with the US conversion rate being approximately 1% #wm123 @bradleywjoe
  • 33. Recommendation #5: Match Keywords to Conversions Determine which keywords are driving conversions for your site #wm123 @bradleywjoe
  • 34. Recommendation #5: Match Keywords to Conversions Determine which keywords are driving conversions for your site #wm123 @bradleywjoe
  • 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. Thank You!
  • 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