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1
WEBINAR: EPISODE 03
SEO Metrics:
Which SEO metrics matter and which don’t
WITH: PJ HOWLAND
2
3
4
Motion
Graphics
Analytics
PPC
Content
Marketing
Reputation
Management
Copywriting
SEO &
Technical
On-Page
Audits
CRO
SMM...
5
Digital Marketing
6
...strategy and process
that connect
advertisers with their
audiences across
digital channels.
7
...generates 3 times as
many leads as
traditional outbound
marketing, but cost
62% less.
11
What it is not...
● Tutorial on Search Engine Optimization
● Metric tracking and setup
12
Strategies, not specifics.
13
PJ Howland
Enterprise Campaign Manager
/pjhowland
@askPJHowland
14
15
SEO campaigns need proper tracking techniques
16
“Measure what can be measured, and make
measurable what cannot be measured.”
― Galileo Galilei
17
18
“Awesome increase this year.”
19
“What caused the increase?”
20
“Well…”
21
“Well… Campaigns...”
22
“Well… Campaigns...”
● Links
● New content
● Keyword movement
23
“Well… Campaigns… And metrics.”
● Links
● New content
● Keyword movement
24
● Links
● New content
● Keyword movement
“Well… Campaigns… And metrics.”
Link-building
campaign
Launched
resource hub
4...
25
Macro Metrics
● Traffic
● Revenue
● Conversions
26
Micro metrics move the macro
metrics. Track and influence micro
metrics to hit macro results.
27
Micro Metric Categories
● Keywords
● Off-page
● Content
28
Before I get started...
29
Before I get started...
● I err on the side of measuring more
30
Before I get started...
● I err on the side of measuring more
● I realize that different circumstances require differen...
31
Before I get started...
● I err on the side of measuring more
● I realize that different circumstances require differen...
32
Before I get started...
● I err on the side of measuring more
● I realize that different circumstances require differen...
33
34
35
Keyword Metrics
36
Keyword Metrics
● Rankings
● Featured snippets
● Estimated organic traffic
● Total ranking keywords
● Top organic keywo...
37
Keyword Metrics
● Rankings
● Featured snippets
● Estimated organic traffic
● Total ranking keywords
● Top organic keywo...
38
Keyword Metrics
● Rankings - useful for micro-goals, careful not to set too many KW goals
● Featured snippets - a must ...
39
Off-Page Metrics
40
Off-Page Metrics
● Referring domains
● Referring pages
● Backlinks
● Backlink type
● Follow and nofollow
● CTLD distrib...
41
Off-Page Metrics
● Referring domains
● Referring pages
● Backlinks
● Backlink type
● Follow and nofollow
● CTLD distrib...
42
Off-Page Metrics
● Referring domains - maybe the most important off-page metric
● Referring pages - useful to track net...
43
Content Metrics
44
Content Metrics
● Deliverables produced
● Top pages
● Site sectional metrics
● Estimated organic traffic
● Ranking keyw...
45
Content Metrics
● Deliverables produced
● Top pages
● Site sectional metrics
● Estimated organic traffic
● Ranking keyw...
46
Content Metrics
● Deliverables produced - rarely, if ever, should this be a success metric
● Top pages - indicator of r...
47
Takeaway
48
Turn attention to past
content and
retroactively update
posts for new SEO wins.
49
Decline in organic traffic and ranking KWs
50
Homepage clearly dominates organic traffic
51
Most of top keywords are branded, not content
52
Backlink profile is healthy
53
Backlink profile is healthy
54
I would start by analyzing
subfolder by subfolder (i.e.
/recipes-home/ or /blog/
etc.) to identify lowest
hanging fruit.
55
Knowing what metrics matter
influences the work. Measure what’s
needed and understand what’s not.
Summarization
56
WEBINAR: EPISODE 03
SEO Metrics:
Which SEO metrics matter and which don’t
WITH: PJ HOWLAND
57
WEBINAR: EPISODE 04
Spam:
Block spam traffic efficiently
with Google Analytics
WITH: BARRETT DASTRUP
May 9
1:00 pm MST
58
up@97thfloor.com
59
[Webinar] SEO Metrics That Matter (and Those That Do Not)
[Webinar] SEO Metrics That Matter (and Those That Do Not)
[Webinar] SEO Metrics That Matter (and Those That Do Not)
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[Webinar] SEO Metrics That Matter (and Those That Do Not)

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When it comes to SEO strategy, there are so many metrics you can be looking at but it’s only helpful when you know which ones you NEED to be looking at, in order to move the bottom line.

In this deck we cover the metrics that matter and discernment in selecting said metrics eliminating or removing reliance on the metrics that do not matter.

Access the full webinar recording and show notes:
https://97thfloor.com/blog/seo-metrics-that-matter-webinar/

Published in: Marketing
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[Webinar] SEO Metrics That Matter (and Those That Do Not)

  1. 1. 1 WEBINAR: EPISODE 03 SEO Metrics: Which SEO metrics matter and which don’t WITH: PJ HOWLAND
  2. 2. 2
  3. 3. 3
  4. 4. 4 Motion Graphics Analytics PPC Content Marketing Reputation Management Copywriting SEO & Technical On-Page Audits CRO SMM Development UX Design Email Marketing Video Production Graphic Design
  5. 5. 5 Digital Marketing
  6. 6. 6 ...strategy and process that connect advertisers with their audiences across digital channels.
  7. 7. 7 ...generates 3 times as many leads as traditional outbound marketing, but cost 62% less.
  8. 8. 11 What it is not... ● Tutorial on Search Engine Optimization ● Metric tracking and setup
  9. 9. 12 Strategies, not specifics.
  10. 10. 13 PJ Howland Enterprise Campaign Manager /pjhowland @askPJHowland
  11. 11. 14
  12. 12. 15 SEO campaigns need proper tracking techniques
  13. 13. 16 “Measure what can be measured, and make measurable what cannot be measured.” ― Galileo Galilei
  14. 14. 17
  15. 15. 18 “Awesome increase this year.”
  16. 16. 19 “What caused the increase?”
  17. 17. 20 “Well…”
  18. 18. 21 “Well… Campaigns...”
  19. 19. 22 “Well… Campaigns...” ● Links ● New content ● Keyword movement
  20. 20. 23 “Well… Campaigns… And metrics.” ● Links ● New content ● Keyword movement
  21. 21. 24 ● Links ● New content ● Keyword movement “Well… Campaigns… And metrics.” Link-building campaign Launched resource hub 4/5 focus KWs moved to spots 1-3
  22. 22. 25 Macro Metrics ● Traffic ● Revenue ● Conversions
  23. 23. 26 Micro metrics move the macro metrics. Track and influence micro metrics to hit macro results.
  24. 24. 27 Micro Metric Categories ● Keywords ● Off-page ● Content
  25. 25. 28 Before I get started...
  26. 26. 29 Before I get started... ● I err on the side of measuring more
  27. 27. 30 Before I get started... ● I err on the side of measuring more ● I realize that different circumstances require different metrics
  28. 28. 31 Before I get started... ● I err on the side of measuring more ● I realize that different circumstances require different metrics ● I’m not capturing every metric out there
  29. 29. 32 Before I get started... ● I err on the side of measuring more ● I realize that different circumstances require different metrics ● I’m not capturing every metric out there ● I’m not covering every tool
  30. 30. 33
  31. 31. 34
  32. 32. 35 Keyword Metrics
  33. 33. 36 Keyword Metrics ● Rankings ● Featured snippets ● Estimated organic traffic ● Total ranking keywords ● Top organic keywords ● Keyword movements ● Keyword metrics ○ Volume ○ Difficulty ○ CPC ● Results in SERP
  34. 34. 37 Keyword Metrics ● Rankings ● Featured snippets ● Estimated organic traffic ● Total ranking keywords ● Top organic keywords ● Keyword movements ● Keyword metrics ○ Volume ○ Difficulty ○ CPC ● Results in SERP
  35. 35. 38 Keyword Metrics ● Rankings - useful for micro-goals, careful not to set too many KW goals ● Featured snippets - a must for this exciting time in SEO ● Estimated organic traffic - GA is preferred, but useful for comp research ● Total ranking keywords - snapshot at site, page, or subfolder performance ● Top organic keywords - snapshot at top keywords, can be segmented ● Keyword movements - too sporadic, measure weekly/monthly/quarterly ● Keyword metrics ○ Volume - a metric that’s here to stay ○ Difficulty - validation for needed resources to capture keywords ○ CPC - indicator for quality of KW and user interaction ● Results in SERP - vanity metric
  36. 36. 39 Off-Page Metrics
  37. 37. 40 Off-Page Metrics ● Referring domains ● Referring pages ● Backlinks ● Backlink type ● Follow and nofollow ● CTLD distribution ● Anchor text
  38. 38. 41 Off-Page Metrics ● Referring domains ● Referring pages ● Backlinks ● Backlink type ● Follow and nofollow ● CTLD distribution ● Anchor text
  39. 39. 42 Off-Page Metrics ● Referring domains - maybe the most important off-page metric ● Referring pages - useful to track net references ● Backlinks - a must for any SEO campaign ● Backlink type - potential for competitive research, but not success metrics ● Follow and nofollow - don’t go down the rabbit hole here, snapshot level ● CTLD distribution - useful for analysis when site health is in jeopardy ● Anchor text - Need to always keep an eye
  40. 40. 43 Content Metrics
  41. 41. 44 Content Metrics ● Deliverables produced ● Top pages ● Site sectional metrics ● Estimated organic traffic ● Ranking keywords ● Social shares ● Backlinks
  42. 42. 45 Content Metrics ● Deliverables produced ● Top pages ● Site sectional metrics ● Estimated organic traffic ● Ranking keywords ● Social shares ● Backlinks
  43. 43. 46 Content Metrics ● Deliverables produced - rarely, if ever, should this be a success metric ● Top pages - indicator of rising content ● Site sectional metrics - validation for areas of focus on the site ● Estimated organic traffic - better metric than ‘page authority’ or ‘URL rating’ ● Ranking keywords - indicator of on-page success for published posts ● Social shares - not critical to SEO success, can indirectly affect other metrics ● Backlinks - critical for single-page SEO success (as well as site-wide)
  44. 44. 47 Takeaway
  45. 45. 48 Turn attention to past content and retroactively update posts for new SEO wins.
  46. 46. 49 Decline in organic traffic and ranking KWs
  47. 47. 50 Homepage clearly dominates organic traffic
  48. 48. 51 Most of top keywords are branded, not content
  49. 49. 52 Backlink profile is healthy
  50. 50. 53 Backlink profile is healthy
  51. 51. 54 I would start by analyzing subfolder by subfolder (i.e. /recipes-home/ or /blog/ etc.) to identify lowest hanging fruit.
  52. 52. 55 Knowing what metrics matter influences the work. Measure what’s needed and understand what’s not. Summarization
  53. 53. 56 WEBINAR: EPISODE 03 SEO Metrics: Which SEO metrics matter and which don’t WITH: PJ HOWLAND
  54. 54. 57 WEBINAR: EPISODE 04 Spam: Block spam traffic efficiently with Google Analytics WITH: BARRETT DASTRUP May 9 1:00 pm MST
  55. 55. 58 up@97thfloor.com
  56. 56. 59

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