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What KPIs should SEOs work towards? | BSEO September 2021

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What KPIs should SEOs work towards? | BSEO September 2021

  1. 1. What KPIs should SEOs work to? Alice Logan SLIDESHARE.NET/ALICELOGAN1 @ZOOALIGY
  2. 2. @zooaligy #BrightonSEO Introduction....
  3. 3. What marketing was in the 70s and 80s @zooaligy #BrightonSEO
  4. 4. What marketing was in the 70s and 80s @zooaligy #BrightonSEO
  5. 5. What marketing became in the 90s @zooaligy #BrightonSEO
  6. 6. @zooaligy #BrightonSEO What marketing became in the 90s
  7. 7. @zooaligy #BrightonSEO What marketing became in the 90s
  8. 8. Digital marketing now @zooaligy #BrightonSEO
  9. 9. Search engine optimisation, App store optimisation, Influencer and affiliate marketing, Viral marketing, Digital marketing now @zooaligy #BrightonSEO
  10. 10. Search engine optimisation, App store optimisation, Influencer and affiliate marketing, Viral marketing, Television advertising, Pay-per-click, Social media marketing, Content marketing, Email marketing, Mobile marketing, Digital marketing now @zooaligy #BrightonSEO
  11. 11. Digital marketing now Search engine optimisation, App store optimisation, Influencer and affiliate marketing, Viral marketing, Television advertising, Pay-per-click, Social media marketing, Content marketing, Email marketing, Mobile marketing, Marketing analytics, Conversion rate optimisation, Mobile advertising, Radio and podcast advertising @zooaligy #BrightonSEO
  12. 12. Overview #BrightonSEO
  13. 13. Overview Primary PIs (or KPIs) #BrightonSEO
  14. 14. Overview Primary PIs Segway PIs #BrightonSEO
  15. 15. Overview Primary PIs Segway PIs Extracurricular PIs #BrightonSEO
  16. 16. Why do KPIs matter? @zooaligy #BrightonSEO
  17. 17. What is a KPI? @ZOOALIGY @zooaligy #BrightonSEO
  18. 18. Define performance @zooaligy #BrightonSEO
  19. 19. What is our function? @zooaligy #BrightonSEO
  20. 20. SEO The process of helping people who are looking for your product or services find them via search @zooaligy #BrightonSEO
  21. 21. How do we do that? @zooaligy #BrightonSEO
  22. 22. How do we do that? @zooaligy #BrightonSEO
  23. 23. How do we do that? Increase visibility for target keywords via various website optimisations @zooaligy #BrightonSEO
  24. 24. Optimise for relevant KWs KW research and wave SEO wand @zooaligy #BrightonSEO
  25. 25. Visible for relevant KWs in SERPs Keep waving Optimise for relevant KWs KW research and wave SEO wand @zooaligy #BrightonSEO
  26. 26. Visible for relevant KWs in SERPs Once your website is on pages 1-2 of SERPs for target queries, you begin to see an uptick in organic clicks @zooaligy #BrightonSEO
  27. 27. Ranking position and SERP features @zooaligy #BrightonSEO
  28. 28. Ranking distribution and weighted average rank @zooaligy #BrightonSEO
  29. 29. Visible for relevant KWs in SERPs Keep waving Optimise for relevant KWs KW research and wave SEO wand @zooaligy #BrightonSEO
  30. 30. Visible for relevant KWs in SERPs Keep waving Optimise for relevant KWs KW research and wave SEO wand Increase traffic from search @zooaligy #BrightonSEO
  31. 31. How do these tie into KPIs? Increase traffic from search @zooaligy #BrightonSEO
  32. 32. Clicks Organic sessions @zooaligy #BrightonSEO
  33. 33. Optimise for relevant KWs KW research and wave SEO wand More opportunities for a conversion from organic @zooaligy #BrightonSEO
  34. 34. Optimise for relevant KWs KW research and wave SEO wand More opportunities for a conversion from organic @zooaligy #BrightonSEO Volume of organic conversions is also a Primary PI
  35. 35. Using traffic and visibility metrics alone you can: be reactive apply context and troubleshoot @zooaligy #BrightonSEO
  36. 36. What are segway PIs? @zooaligy #BrightonSEO
  37. 37. Segway PIs Team responsible Core web vitals scores Tech SEO Pagespeed scores Crawl errors Mobile usability No. of referring domains SEO Link builder Domain authority Volume of KW rankings SEO content specialist @zooaligy #BrightonSEO
  38. 38. Story
  39. 39. What’s happening here? @zooaligy #BrightonSEO
  40. 40. @zooaligy #BrightonSEO
  41. 41. What are extracurricular PIs? @zooaligy #BrightonSEO
  42. 42. Extracurricular PIs Engagement metrics Revenue metrics @zooaligy #BrightonSEO
  43. 43. Revenue metrics Conversion rate Average order value Engagement metrics Time on page Bounce rate @zooaligy #BrightonSEO Examples
  44. 44. Revenue metrics Conversion rate CRO team Average order value CRO and business team Engagement metrics Time on page Design and UX team Bounce rate @zooaligy #BrightonSEO
  45. 45. Know your specialism and get credited for it @zooaligy #BrightonSEO
  46. 46. KPIs Extracurricular PIs Segway PIs @zooaligy #BrightonSEO
  47. 47. THANK YOU ALICE LOGAN @ZOOALIGY

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