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Seo performance measurement 2015 02-06

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Learn how to measure and report your seo perfomance.

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Seo performance measurement 2015 02-06

  1. 1. Amazee Metrics AG / Förrlibuckstr. 30 / 8005 Zürich / evelyn.thar@amazeemetrics.com SEO Performance Measurement Evelyn Thar, CEO Amazee Metrics Suchmaschinenkonferenz Zürich, 6.2.2015
  2. 2. Agenda 2 1 2 3 Was ist das Ziel von SEO? Was sind sinnvolle SEO-Kennzahlen? Empfohlene SEO-Reports
  3. 3. Was ist das Ziel von SEO?
  4. 4. Wieso SEO? 4 http://www.brightedge.com/blog/how-brands-use-organic-search-content-to-drive-traffic-and-revenue/ August 2014, B2B, USA: Wichtiger Marketingkanal:
  5. 5. Umsatz aufgrund der organischen Suchmaschinenzugriffe 5 http://www.brightedge.com/blog/how-brands-use-organic-search-content-to-drive-traffic-and-revenue/ August 2014, B2B, USA: Retail Media & Entertainment Business Services Technology/Internet Hospitality Organic Search Revenue Share Display, Email & Referred Revenue Share Paid Search Revenue Share Social Revenue Share 80% 60% 40% 20% 0%
  6. 6. Nutzung der Suchmaschinen in der Schweiz Quelle: http://gs.statcounter.com/#all-search_engine-CH-monthly-201501-201501-bar 6
  7. 7. Was ist das Ziel von SEO? 7 Für die relevanten Keywords möglichst weit vorne in den organischen Resultaten zu erscheinen.
  8. 8. 6 SEO-Bereiche 8 Inhaltliche und technische Optimierung der Webseite
  9. 9. Was sind sinnvolle SEO Kennzahlen?
  10. 10. SEO KPIs 1.  Besucherquellen 2.  Conversions 3.  Keyword-Ranking 4.  Link-Kennzahlen 5.  SEO-Sichtbarkeit 6.  SEO-Marktanteil 7.  Social Media Sichtbarkeit 8.  Traffic Value 10
  11. 11. 1. Besucherquellen 11 Quelle: Google Analytics Anzahl Besucher von Suchmaschinen mit den restlichen Besucherquellen vergleichen.
  12. 12. Tools •  Google Analytics •  Piwik (Open Source) •  AT Internet •  Webtrekk •  Webtrends •  Adobe Analytics •  … 12
  13. 13. Gut zu wissen Die Daten aus Google Analytics können via Schnittstelle automatisch in Google Docs integriert werden: 13
  14. 14. 2. Conversions: E-Commerce 14 Conversion-Kennzahlen pro Besucherquelle: •  Umsatz •  Transaktionen •  Durchschnittlicher Bestellwert •  Conversion Rate •  Session-Wert
  15. 15. 2. Conversions: Informative Webseiten 15 Conversion-Kennzahlen pro Besucherquelle: •  Anlegen von Conversion Goals mit hinterlegten Werten •  Conversion Rate •  Conversion-Abschlüsse •  Conversion-Wert
  16. 16. Tools •  Google Analytics (E-Commerce Tracking) •  Web Analytics Tools 16
  17. 17. 3. Keyword-Ranking: Übersicht 17 Quelle: moz.com
  18. 18. 3. Keyword-Ranking: Per Keyword 18 Keyword Position Aktueller Monat Position Vormonat Differenz X 15 16 +1 Y 6 10 +4
  19. 19. Tools Moz (moz.com aus USA) Searchmetrics (searchmetrics.com aus Deutschland) Hoosh (hoosh.com aus der Schweiz) (Hoosh zeigt die Sichtbarkeit pro Keyword an.) 19
  20. 20. 4. Link-Kennzahlen •  Globale Link-Kennzahl: •  Domain Authority (Moz) •  Page Strength (Searchmetrics) •  Total der Backlinks •  Domain Diversität 20
  21. 21. 4. Link-Kennzahlen: Domain Authority 21 •  Wert zwischen 1 und 100 •  Guter Wert ab 40 •  Quantität und Qualität der Links
  22. 22. 4. Link- Kennzahlen: Page Strength 22 •  Wert zwischen 1 und 10 •  Quantität und Qualität der Links
  23. 23. 4. Link-Kennzahlen: Domain-Diversität •  Backlinks geteilt durch Anzahl Domains •  Ein guter Wert liegt bei über 10% 23 Anzahl Backlinks Anzahl Domains Domain-Diversität 1'233 73 5.9%
  24. 24. Tools 24
  25. 25. 5. SEO-Sichtbarkeit 25 Die SEO-Sichtbarkeit wird ermittelt aufgrund von Suchvolumen und Klickrate. Quelle: searchmetrics.com
  26. 26. 5. SEO-Sichtbarkeit 2 26 Quelle: hoosh.com •  Sichtbarkeit für die ganze SERP (organische Resultate und bezahlte Anzeigen). •  Top 5 für die Schweiz in der Kategorie Telekommunikation – Mobiltelefone.
  27. 27. Tools 27
  28. 28. 6. SEO-Marktanteil 28 Quelle: searchmetrics.com •  SEO Marktanteil für die Schweiz. •  Top 10 oder direkter Benchmark.
  29. 29. 6. SEO-Marktanteil: Marktposition 29 SEO-Sichtbarkeit in der jeweiligen Kategorie. Quelle: hoosh.com
  30. 30. Tools 30
  31. 31. 7. Social Media Sichtbarkeit 31 Quelle: searchmetrics.com Social Visibility: User Actions und Link-Shares in Facebook, Twitter, LinkedIn, Google+, Delicious, StumbleUpon Social Links: Links zu einer Domain auf Facebook, Twitter, LinkedIn, Google+, Pinterest
  32. 32. Tools 32
  33. 33. 8. Traffic Value 33 •  Der Traffic Value berechnet den Wert, der für Anzeigen gezahlt werden müsste, wenn die organischen Suchmaschinenzugriffe über Anzeigen erreicht werden sollen. •  Pro Zielmarkt, Sprache und Zeitraum. Quelle: searchmetrics.com
  34. 34. Tools 34
  35. 35. Empfohlene SEO-Reports
  36. 36. Monatsreport: Management 1.  Besucherquellen 2.  SEO Marktanteil 3.  Conversions 36 Kurz Übersichtlich Verständlich
  37. 37. 1. Besucherquellen 37 Besucherquelle Sessions Differenz Vormonat Organische Suchmaschinen-Zugriffe 2'864 + 5.9% Bezahlte Suchmaschinen-Zugriffe 4'755 - 11.2% Direkte Zugriffe 2'566 + 1.2% Verweis-Zugriffe 1'263 + 3.4% Soziale Netzwerke 1'453 - 2.1%
  38. 38. 2. SEO-Marktanteil 38 Domain Marktanteil Differenz Vormonat xy.com 3.4% + 2.5%
  39. 39. 3. Conversions 39 Besucherquelle Umsatz Differenz Vormonat Transaktionen Differenz Vormonat Conversion Rate Differenz Vormonat Organische Suchmaschinen- Zugriffe 8'293 CHF + 13.7% 165 + 9.4% 2.4% + 1.7% Bezahlte Suchmaschinen- Zugriffe 14'885 CHF - 2.3% 296 - 8.5% 5.1% - 0.3% Direkte Zugriffe 5'388 CHF + 1.5% 99 +0.6% 1.3% + 0.8% Verweis-Zugriffe 2'245 CHF + 22.4% 46 +11.4% 2.5% + 2.1% Soziale Netzwerke 1'858 CHF + 2.5% 21 + 1.4% 3.1% + 0.4%
  40. 40. Monatsreport mit SEO Insights 40 1.  Besucherquellen 2.  SEO Marktanteil 3.  Conversions 4.  Keyword Rankings4. Keyword Rankings
  41. 41. 4. Keyword-Rankings 41 Keyword Januar Februar März April Mai Differenz Vormonat X 22 34 15 18 9 -9 Y 9 3 15 11 12 +1
  42. 42. Quartalsreport 42 1.  Besucherquellen 2.  SEO Marktanteil 3.  Conversions 4.  Keyword Rankings 5.  Social Media Sichtbarkeit 6.  Link-Kennzahlen 5. Social Media Sichtbarkeit 6. Link-Kennzahlen
  43. 43. 5. Social Media Sichtbarkeit 43 Q1 Q2 Q3 Differenz vorhergehendes Quartal Social Media Sichbarkeit 4'123 5'343 2'345 -2'998 4,123 5,343 2,345 0   1,000   2,000   3,000   4,000   5,000   6,000   Q1 Q2 Q3
  44. 44. 6. Link-Kennzahlen 44 Link-Kennzahlen Q1 Q2 Q3 Differenz vorhergehendes Quartal Domain Authority 63 66 71 + 5 Backlinks 34'876 36'767 32'543 - 11.5% Domain-Diversität 8.2% 6.7% 16% +9.3%
  45. 45. Zusammenfassung •  Der Monatsreport ist kurz und enthält nur die wichtigsten KPIs. •  Der Quartalsreport darf umfangreicher und ausführlicher sein. •  Die meisten Kennzahlen können mithilfe von kostenlosen Tools ermittelt werden. •  Für die Erstellung der Reports können Excel oder Google Docs (automatische Integration von Google Analytics) verwendet werden. 45
  46. 46. Fragen? 46
  47. 47. Vielen Dank für die Aufmerksamkeit. Evelyn Thar evelyn.thar@amazeemetrics.com Phone: +41 44 271 13 12 Mobile: +41 76 317 65 54 Amazee Metrics https://twitter.com/amazeemetrics https://www.facebook.com/amazeemetrics https://plus.google.com/+AmazeeMetrics

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