Deck from BrightonSEO April edition by François Goube.
Discover the benefits of integrating your business metrics with SEO metrics and predict the impact of your SEO. A step-by-step guide to holding technical SEO accountable for growth.
Francois will present the method to predict SEO ROI with confidence and how to get more budget from your boss or client by showing them predictable results.
Nb of transactions
Average Order Value
● Online Media
Revenue Per Visit
Returning readers rate
Pages / session
● Corporate website:
How many business leads?
Keep the main thing the main thing
How to start predicting your SEO ROI simply
Get back to school: do your math
● Visitors and sessions from organic results
I know how much traffic I get for each
position in SERPs
● GSC Data
I know my AVG CTR for each Position
● Crawl Data
I know which pages have Structured Data
Let‘s do your Math
If I am adding Structured Data to
pages that do not have this markup,
Then I can Improve their CTR
Impressions CTR Clicks
URL A 4 387 1,67% 73
URL B 8 093 0,98% 79
URL C 1 234 2,70% 33
URL D 4 319 3,30% 143
Impressions AVG CTR of pages w/
URL A 4 387 12,50% 548
URL B 8 093 12,50% 1012
URL C 1 234 12,50% 154
URL D 4 319 12,50% 540
328 organic visits
2254 organic visits
Lot’s of business constraints :
Job listings stay online ~90 days
Your 301, or 410 might hurt your crawl budget
The internal linking structure needs to adapt to the
evolutions of Employment:
What cities are creating jobs?
What are the recruiters?
Which skills are trending?
You need yo push the right pages
Your pages that are sending most of your internal
popularity should have a very high crawl frequency
Hands on: Regionsjob.com
Get your priority pages
Identify pages or groups of
pages that are « desperate »
Just ingest the data
Let’s revamp everything
Let’s Tame the Page Depth
Set up a Max Depth Target.
What are the link funnels to get to every segment?
One link alone is better that no link at all
In doubt? Build an HTML Sitemap
Action mode: ON
Purge your Orphans and Old Inactive pages
Page Depth Max: 5
Build Cascading HTML Sitemaps
Rebuilding the Internal linking Architecture
Ask your IT for
Define SEO blocks on every page template to
add links or content
Do it very soon!
Get the right threshold
I know what InRank I need
I manage the contribution of each page group to another
My Internal Linking Structure
my business constraints 😎
This is SEO Data Driven 🧡
Your Internal linking structure
is managed and supervised
Combined analysis confirms
Google is crawling more frequently
my top priority pages
+ Business Priority -