Metrics that Matter: Optimizing for the Bottom Line


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Establishing an effective SEO strategy and integrating it into your online marketing program is essential in today’s virtually connected world. A successful search engine optimization strategy will yield an abundance of data, and can be overwhelming at first glance. To answer the questions, “What do I measure?” and “How does it help me to make better decisions?” you must evaluate each phase of the Search Cycle.

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Metrics that Matter: Optimizing for the Bottom Line

  1. 1. Meaningful SEOMetrics:Optimizing for theBottom Line
  2. 2. Agenda How to Measure the ROI of Search 5 Elements of the Search Cycle Rankings Traffic Conversions Sales Repeat Customers Questions
  3. 3. Measuring andMaximizing theROI of Search
  4. 4. Measuring and Maximizing the ROI of Search Understand “Search Cycle” elements in order Ranking Testimonials/ SEO to maximize your SEO Link Baits campaign Repeat Traffic Customer Determine: Marketing/ Search Cycle LPO What is working? Support What is not working? Sale Conversions Where should you spend your resources optimizing? Marketing/Sales
  5. 5. Measuring and Maximizing the ROI of Search Data from each element of the search cycle drives SEO strategy Analytics must be set up properly in order to acquire the necessary data
  6. 6. Measuring and Maximizing the ROI of Search Your analytics should be able to: Show which keyword phrases are driving conversions Distinguish between paid and organic search Track all relevant conversions including downloads, form submissions, etc.
  7. 7. Elements of theSearch CycleRankings > Traffic > Conversions >Sales > Repeat Customers
  8. 8. Understanding Search Rankings If you’re not in the top 10, you’re not seen. It is hard to obtain & maintain top 10 positions. Search engine rankings are becoming harder to measure. Determine: Average ranking for top competitive keywords Evaluate: What does a difference in rank mean to your traffic? The value of each of the words you are ranked for Evaluate: What is the cost benefit analysis of investing in SEO & PPC? Universal Search: videos, images, news releases, etc. Evaluate: Do top ten rankings go to these assets?
  9. 9. Search Rankings Tactics Set-Up Keyword Map to ensure organic traffic is going where intended Measures to track how long-tail keywords are ranking Reports for Internal Search Data Small Changes with Big Impact Modify Page Title Change / Add Content Add More Internal Links Add More External Links All top 20 rankings should be further optimized each month (Except #1) Optimize Videos, Images, and News
  10. 10. POLL
  11. 11. Elements of theSearch CycleRankings > Traffic > Conversions >Sales > Repeat Customers
  12. 12. Understanding Search Traffic Basic Metrics: # of Visitors # of Visitors from Organic # of Visitors from Paid Search Time on Site Additional Metrics: Long-Tail Keyword Data Branded vs. Non-Branded Keyword Phrases
  13. 13. Understanding Search Traffic :Long-Tail Optimization Successful Campaign = Saturation of Long-Tail SEO Optimizing for a competitive keyword phrase = many related permutations (long- tail) Accurate ROI of your SEO efforts (including long-tail results) Tactics: Use data to identify long-tail keywords already ranking and converting.
  14. 14. Understanding Search Traffic:Branded / Non Branded Terms Understand: Branded vs. Non-branded (BusinessOnLine vs. SEO) Brand related keyword phrases are more likely to convert Determine: Percentage of brand to non-brand related traffic The difference in the conversion rate between those 2 groups The difference in conversions between the categories of non-branded terms What offline events / websites are causing your brand related searches Tactics: Optimize for long-tail keywords around your brand Tellium Technology can provide additional insight into the origin of brand related searches
  15. 15. POLL
  16. 16. Elements of theSearch CycleRankings > Traffic > Conversions >Sales > Repeat Customers
  17. 17. Understanding Search Conversions Understand: A conversion can be either hard or soft Bounce rate can be determined by your business rules Determine: Which keyword phrases are generating traffic and the bounce rate/conversion rate of that traffic High Bounce Rate Keyword Phrases High Conversion Rate Keyword Phrases
  18. 18. Search Conversions Tactics Leverage PPC as a Testing Ground A/B Testing Block A / B testing pages from Search Engine spiders Only change one variable between test pages Conversions Have well defined conversion funnels Have specific and measureable calls to action for any conversion event Be sure to test organic conversion pages for all keywords that drive conversions as well as traffic Improve content / messaging on poor performing Web pages
  19. 19. POLL
  20. 20. Elements of theSearch CycleRankings > Traffic > Conversions >Sales > Repeat Customers
  21. 21. Understanding Sales from Search Price is a key driver in sales conversion Video is a MUST in the current state of Web marketing. Universal search features shopping comparison feeds that can drive highly qualified traffic Have an optimized product feed for shopping comparison sites like Google Base Google Base powers Google Shopping Comparison OneBox and Google Product Search
  22. 22. Sales from Search Tactics Determine Which keyword phrases are driving hard conversions? Are there any affiliate or channel considerations? Tactics Differentiate your product/service descriptions from your competitors and affiliates Persuasive language that communicates benefits rather than features Develop videos, testimonials, reviews and case studies Offer unique discounts or incentives for people for watch video content to track conversions from views Have an optimized product feed for sites like Google Base
  23. 23. RepeatCustomersRankings > Traffic > Conversions >Sales > Repeat Customers
  24. 24. Understanding Repeat Customers from SearchSegment your data by search, then keyword group, then keyword to get the best insight into what words are converting and the value of those words.Determine: Long Term Value of Your Customer Number of purchases the average customer makes X Average profit for each of those purchases. Acquisition Cost of Customers Profit Points
  25. 25. Repeat Customers from Search Tactics Provide Viral Tools to Analytics Promote Happy Customers Set to track repeat customers. Omniture allows you to track customers by first time Refer-a-Friend customer and repeat Bookmarks customer. Reviews and Testimonials Other platforms like Google User Badges allow for segments (cookie Featured Customers based limitations). Customer Community Online communities with sign-in functionality allow more accurate data.
  26. 26. Questions?Thank YouAdditional Resources BusinessOnLine SEO Blog Social Media Marketing Webinar: Corporate Blogging Strategies to Help Hit Your Business Objectives