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Meaningful SEOmetricsWill CritchlowDistilledwww.distilled.netLondon| 18–21 February
London| 18–21 February 2013 | #SESLON
London| 18–21 February 2013 | #SESLON   LTVLifetime Value
London| 18–21 February 2013 | #SESLON RevenueCustomers
London| 18–21 February 2013 | #SESLON Designed torecognise the    ways a customer is  worth morethan their first   purchase
London| 18–21 February 2013 | #SESLON       ROIReturn on Investment
London| 18–21 February 2013 | #SESLON      Total profitTotal campaign costs
London| 18–21 February 2013 | #SESLON Designed to measure theeffectivenessof a campaign
London| 18–21 February 2013 | #SESLON      CPACost Per Acquisition
London| 18–21 February 2013 | #SESLON Total campaign costsNumber of conversions
London| 18–21 February 2013 | #SESLONDesigned tocompare the  costs of  different channels
They are all broken orhard to measure for SEO
London| 18–21 February 2013 | #SESLON   LTVLifetime Value
London| 18–21 February 2013 | #SESLON Pitfall:Easy todouble- count
London| 18–21 February 2013 | #SESLONAnalytics packages don’t track people, they track         cookies
London| 18–21 February 2013 | #SESLON       ROIReturn on Investment
London| 18–21 February 2013 | #SESLON   Pitfall:  Assumes costs scalewith success
London| 18–21 February 2013 | #SESLON   Would you rather: Spend $1, make $1,000           orSpend $100, make $2,000
London| 18–21 February 2013 | #SESLONNo easy way to spend  even $100 on this
London| 18–21 February 2013 | #SESLON      CPACost Per Acquisition
London| 18–21 February 2013 | #SESLON         Pitfalls:Hard to get fully-loaded cost
London| 18–21 February 2013 | #SESLON        SEO:should development costs be included?
London| 18–21 February 2013 | #SESLON   Pitfall:  Assumes costs scalewith success
London| 18–21 February 2013 | #SESLONThere is no one metric
My process
London| 18–21 February 2013 | #SESLON Understand how thebusiness makes money
London| 18–21 February 2013 | #SESLONBuild a simple model
London| 18–21 February 2013 | #SESLON     Remember:   The best metrics   guide behaviourKPIs guide executive behaviour: th...
London| 18–21 February 2013 | #SESLON   Campaigns have two      failure modesWe don’t do what we wanted to    What we do d...
London| 18–21 February 2013 | #SESLON       MeasureACTIVITY & OUTCOMES
London| 18–21 February 2013 | #SESLONOnly worry about costs      sometimes  Always consider the margin on an incremental s...
London| 18–21 February 2013 | #SESLON   Make up estimatenumbers you don’t know
London| 18–21 February 2013 | #SESLON Here’s an exampleoutput for DistilledU
London| 18–21 February 2013 | #SESLON…with actuals
London| 18–21 February 2013 | #SESLONMeasure something Even before there are any outputs to measure
London| 18–21 February 2013 | #SESLON  Readthe lean startupAnd check out DaveMcClure on AARRR     metrics
Build two metrics packs
Build a KPI packTotal LTV by channel, %growth, YoY traffic and revenue growth, 2+ year                             forecasts
Build a project steering          pack          e.g. …
London| 18–21 February 2013 | #SESLON                 OutreachTotal new contacts attempted, responses, successful outcomes
London| 18–21 February 2013 | #SESLON          Conversion Rate           Optimisation Tests run, traffic to each variation...
London| 18–21 February 2013 | #SESLON         User satisfaction% of signups who upgrade to paid, % of engaged users, churn...
London| 18–21 February 2013 | #SESLONFocus on cohorts
London| 18–21 February 2013 | #SESLONFocus on cohorts
London| 18–21 February 2013 | #SESLONFocus on cohorts
Will Critchlow Founder, Distilled will.critchlow@distilled.net @willcritchlow
London| 18–21 February 2013 | #SESLON                        Image credits  http://www.flickr.com/photos/mharvey75/3744614...
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Will critchlow, meaningful metrics

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SES London 2013 - my talk on meaningful SEO metrics

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Transcript of "Will critchlow, meaningful metrics"

  1. 1. Meaningful SEOmetricsWill CritchlowDistilledwww.distilled.netLondon| 18–21 February
  2. 2. London| 18–21 February 2013 | #SESLON
  3. 3. London| 18–21 February 2013 | #SESLON LTVLifetime Value
  4. 4. London| 18–21 February 2013 | #SESLON RevenueCustomers
  5. 5. London| 18–21 February 2013 | #SESLON Designed torecognise the ways a customer is worth morethan their first purchase
  6. 6. London| 18–21 February 2013 | #SESLON ROIReturn on Investment
  7. 7. London| 18–21 February 2013 | #SESLON Total profitTotal campaign costs
  8. 8. London| 18–21 February 2013 | #SESLON Designed to measure theeffectivenessof a campaign
  9. 9. London| 18–21 February 2013 | #SESLON CPACost Per Acquisition
  10. 10. London| 18–21 February 2013 | #SESLON Total campaign costsNumber of conversions
  11. 11. London| 18–21 February 2013 | #SESLONDesigned tocompare the costs of different channels
  12. 12. They are all broken orhard to measure for SEO
  13. 13. London| 18–21 February 2013 | #SESLON LTVLifetime Value
  14. 14. London| 18–21 February 2013 | #SESLON Pitfall:Easy todouble- count
  15. 15. London| 18–21 February 2013 | #SESLONAnalytics packages don’t track people, they track cookies
  16. 16. London| 18–21 February 2013 | #SESLON ROIReturn on Investment
  17. 17. London| 18–21 February 2013 | #SESLON Pitfall: Assumes costs scalewith success
  18. 18. London| 18–21 February 2013 | #SESLON Would you rather: Spend $1, make $1,000 orSpend $100, make $2,000
  19. 19. London| 18–21 February 2013 | #SESLONNo easy way to spend even $100 on this
  20. 20. London| 18–21 February 2013 | #SESLON CPACost Per Acquisition
  21. 21. London| 18–21 February 2013 | #SESLON Pitfalls:Hard to get fully-loaded cost
  22. 22. London| 18–21 February 2013 | #SESLON SEO:should development costs be included?
  23. 23. London| 18–21 February 2013 | #SESLON Pitfall: Assumes costs scalewith success
  24. 24. London| 18–21 February 2013 | #SESLONThere is no one metric
  25. 25. My process
  26. 26. London| 18–21 February 2013 | #SESLON Understand how thebusiness makes money
  27. 27. London| 18–21 February 2013 | #SESLONBuild a simple model
  28. 28. London| 18–21 February 2013 | #SESLON Remember: The best metrics guide behaviourKPIs guide executive behaviour: this is doing fine - go think about something else
  29. 29. London| 18–21 February 2013 | #SESLON Campaigns have two failure modesWe don’t do what we wanted to What we do doesn’t work well blog posts shipped, contacts not enough people read our made, pages updated, posts, too many people ignoredevelopment tickets completed our emails, bugfixes don’t move the needle
  30. 30. London| 18–21 February 2013 | #SESLON MeasureACTIVITY & OUTCOMES
  31. 31. London| 18–21 February 2013 | #SESLONOnly worry about costs sometimes Always consider the margin on an incremental sale
  32. 32. London| 18–21 February 2013 | #SESLON Make up estimatenumbers you don’t know
  33. 33. London| 18–21 February 2013 | #SESLON Here’s an exampleoutput for DistilledU
  34. 34. London| 18–21 February 2013 | #SESLON…with actuals
  35. 35. London| 18–21 February 2013 | #SESLONMeasure something Even before there are any outputs to measure
  36. 36. London| 18–21 February 2013 | #SESLON Readthe lean startupAnd check out DaveMcClure on AARRR metrics
  37. 37. Build two metrics packs
  38. 38. Build a KPI packTotal LTV by channel, %growth, YoY traffic and revenue growth, 2+ year forecasts
  39. 39. Build a project steering pack e.g. …
  40. 40. London| 18–21 February 2013 | #SESLON OutreachTotal new contacts attempted, responses, successful outcomes
  41. 41. London| 18–21 February 2013 | #SESLON Conversion Rate Optimisation Tests run, traffic to each variation, conversions for each variation,number of successful tests run, total improvement in conversion rate
  42. 42. London| 18–21 February 2013 | #SESLON User satisfaction% of signups who upgrade to paid, % of engaged users, churn rates
  43. 43. London| 18–21 February 2013 | #SESLONFocus on cohorts
  44. 44. London| 18–21 February 2013 | #SESLONFocus on cohorts
  45. 45. London| 18–21 February 2013 | #SESLONFocus on cohorts
  46. 46. Will Critchlow Founder, Distilled will.critchlow@distilled.net @willcritchlow
  47. 47. London| 18–21 February 2013 | #SESLON Image credits http://www.flickr.com/photos/mharvey75/374461497/ http://www.flickr.com/photos/anned/6916165944/ http://www.flickr.com/photos/mrsmagic/5848849468/ http://www.flickr.com/photos/59937401@N07/5929622407/http://www.flickr.com/photos/drew_anywhere/3736287440/ http://www.flickr.com/photos/dunechaser/125929149/ http://www.flickr.com/photos/madison_guy/6075857102/ http://www.flickr.com/photos/mk1971/1348204498/ http://www.flickr.com/photos/abbyladybug/1253054966/http://www.flickr.com/photos/sportsandsocial/2944659915/ http://www.flickr.com/photos/chickpokipsie/6785991390/in/ http://www.flickr.com/photos/rhinoneal/5633001128/ photostream/ http://www.flickr.com/photos/chmoss/4142167488/ http://www.flickr.com/photos/cristiano_betta/2119577657/
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