Jack of all trades or master or none? The KPIs we should work towards as SEOs

1. What KPIs should
SEOs work to?
Alice Logan
SLIDESHARE.NET/ALICELOGAN1
@ZOOALIGY

2. @zooaligy
#BrightonSEO
Introduction....

3. What marketing was in the 70s and 80s
@zooaligy
#BrightonSEO

4. What marketing was
in the 70s and 80s
@zooaligy #BrightonSEO

5. What marketing
became in the 90s
@zooaligy #BrightonSEO

6. @zooaligy #BrightonSEO
What marketing
became in the 90s

7. @zooaligy #BrightonSEO
What marketing
became in the 90s

8. Digital marketing now
@zooaligy #BrightonSEO

9. Search engine optimisation, App store
optimisation, Influencer and affiliate
marketing, Viral marketing,
Digital marketing now
@zooaligy #BrightonSEO

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. 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. Overview
#BrightonSEO

13. Overview
Primary PIs (or KPIs)
#BrightonSEO

14. Overview
Primary PIs
Segway PIs
#BrightonSEO

15. Overview
Primary PIs
Segway PIs
Extracurricular PIs
#BrightonSEO

16. Why do KPIs matter?
@zooaligy #BrightonSEO

17. What is a KPI?
@ZOOALIGY
@zooaligy #BrightonSEO

18. Define
performance
@zooaligy
#BrightonSEO

19. What is our function?
@zooaligy #BrightonSEO

20. SEO
The process of helping people who are
looking for your product or services find
them via search
@zooaligy #BrightonSEO

21. How do we do that?
@zooaligy #BrightonSEO

22. How do we do that?
@zooaligy #BrightonSEO

23. How do we do that?
Increase visibility
for target
keywords via
various website
optimisations
@zooaligy #BrightonSEO

24. Optimise
for
relevant
KWs
KW research and wave SEO wand
@zooaligy #BrightonSEO

25. Visible for
relevant
KWs in
SERPs
Keep waving
Optimise
for
relevant
KWs
KW research and wave SEO wand
@zooaligy #BrightonSEO

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. Ranking
position and
SERP features
@zooaligy #BrightonSEO

28. Ranking distribution
and weighted
average rank
@zooaligy #BrightonSEO

29. Visible for
relevant
KWs in
SERPs
Keep waving
Optimise
for
relevant
KWs
KW research and wave SEO wand
@zooaligy #BrightonSEO

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. How do these tie into KPIs?
Increase
traffic from
search
@zooaligy #BrightonSEO

32. Clicks
Organic sessions
@zooaligy #BrightonSEO

33. Optimise
for
relevant
KWs
KW research and wave SEO wand
More opportunities for a
conversion from organic
@zooaligy #BrightonSEO

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. Using traffic and
visibility metrics alone
you can:
be reactive
apply context
and troubleshoot
@zooaligy #BrightonSEO

36. What are segway PIs?
@zooaligy #BrightonSEO

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. Story

39. What’s happening
here?
@zooaligy #BrightonSEO

40. @zooaligy
#BrightonSEO

41. What are extracurricular PIs?
@zooaligy #BrightonSEO

42. Extracurricular PIs
Engagement metrics
Revenue metrics
@zooaligy #BrightonSEO

43. Revenue metrics
Conversion rate
Average order value
Engagement metrics
Time on page
Bounce rate
@zooaligy #BrightonSEO
Examples

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. Know your specialism
and get credited for it
@zooaligy #BrightonSEO

46. KPIs
Extracurricular PIs Segway PIs
@zooaligy #BrightonSEO

47. THANK YOU
ALICE LOGAN
@ZOOALIGY