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Will critchlow, meaningful metrics

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SES London 2013 - my talk on meaningful SEO metrics

SES London 2013 - my talk on meaningful SEO metrics

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  • 1. Meaningful SEOmetricsWill CritchlowDistilledwww.distilled.netLondon| 18–21 February
  • 2. London| 18–21 February 2013 | #SESLON
  • 3. London| 18–21 February 2013 | #SESLON LTVLifetime Value
  • 4. London| 18–21 February 2013 | #SESLON RevenueCustomers
  • 5. London| 18–21 February 2013 | #SESLON Designed torecognise the ways a customer is worth morethan their first purchase
  • 6. London| 18–21 February 2013 | #SESLON ROIReturn on Investment
  • 7. London| 18–21 February 2013 | #SESLON Total profitTotal campaign costs
  • 8. London| 18–21 February 2013 | #SESLON Designed to measure theeffectivenessof a campaign
  • 9. London| 18–21 February 2013 | #SESLON CPACost Per Acquisition
  • 10. London| 18–21 February 2013 | #SESLON Total campaign costsNumber of conversions
  • 11. London| 18–21 February 2013 | #SESLONDesigned tocompare the costs of different channels
  • 12. They are all broken orhard to measure for SEO
  • 13. London| 18–21 February 2013 | #SESLON LTVLifetime Value
  • 14. London| 18–21 February 2013 | #SESLON Pitfall:Easy todouble- count
  • 15. London| 18–21 February 2013 | #SESLONAnalytics packages don’t track people, they track cookies
  • 16. London| 18–21 February 2013 | #SESLON ROIReturn on Investment
  • 17. London| 18–21 February 2013 | #SESLON Pitfall: Assumes costs scalewith success
  • 18. London| 18–21 February 2013 | #SESLON Would you rather: Spend $1, make $1,000 orSpend $100, make $2,000
  • 19. London| 18–21 February 2013 | #SESLONNo easy way to spend even $100 on this
  • 20. London| 18–21 February 2013 | #SESLON CPACost Per Acquisition
  • 21. London| 18–21 February 2013 | #SESLON Pitfalls:Hard to get fully-loaded cost
  • 22. London| 18–21 February 2013 | #SESLON SEO:should development costs be included?
  • 23. London| 18–21 February 2013 | #SESLON Pitfall: Assumes costs scalewith success
  • 24. London| 18–21 February 2013 | #SESLONThere is no one metric
  • 25. My process
  • 26. London| 18–21 February 2013 | #SESLON Understand how thebusiness makes money
  • 27. London| 18–21 February 2013 | #SESLONBuild a simple model
  • 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. 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. London| 18–21 February 2013 | #SESLON MeasureACTIVITY & OUTCOMES
  • 31. London| 18–21 February 2013 | #SESLONOnly worry about costs sometimes Always consider the margin on an incremental sale
  • 32. London| 18–21 February 2013 | #SESLON Make up estimatenumbers you don’t know
  • 33. London| 18–21 February 2013 | #SESLON Here’s an exampleoutput for DistilledU
  • 34. London| 18–21 February 2013 | #SESLON…with actuals
  • 35. London| 18–21 February 2013 | #SESLONMeasure something Even before there are any outputs to measure
  • 36. London| 18–21 February 2013 | #SESLON Readthe lean startupAnd check out DaveMcClure on AARRR metrics
  • 37. Build two metrics packs
  • 38. Build a KPI packTotal LTV by channel, %growth, YoY traffic and revenue growth, 2+ year forecasts
  • 39. Build a project steering pack e.g. …
  • 40. London| 18–21 February 2013 | #SESLON OutreachTotal new contacts attempted, responses, successful outcomes
  • 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. London| 18–21 February 2013 | #SESLON User satisfaction% of signups who upgrade to paid, % of engaged users, churn rates
  • 43. London| 18–21 February 2013 | #SESLONFocus on cohorts
  • 44. London| 18–21 February 2013 | #SESLONFocus on cohorts
  • 45. London| 18–21 February 2013 | #SESLONFocus on cohorts
  • 46. Will Critchlow Founder, Distilled will.critchlow@distilled.net @willcritchlow
  • 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/