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Actionable SEO Insights By Kerry Dean

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From the SMX East 2014 Conference in New York City, NY. SESSION: Actionable SEO Insights. PRESENTATION: Actionable SEO Insights - Given by Kerry Dean, @KerryDean, Cheif Traffic Officer - PMG. #SMX #33C

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Actionable SEO Insights By Kerry Dean

  1. 1. Ac#onable SEO Insights
  2. 2. A BRIEF INTRODUCTION “The name… is Dalton.”
  3. 3. A LITTLE BIT ABOUT ME Actually, I’m not Dalton. I’m Kerry Dean, SEO. Nice to meet me.
  4. 4. THIS IS MY JAM!
  5. 5. NOT TO BRAG, BUT…
  6. 6. MY EXPERIENCE IS PRIMARILY RETAIL & TRAVEL
  7. 7. NOW LET’S TALK ACTIONABLE SEO INSIGHTS
  8. 8. WE USE INSIGHTS TO DIRECT OUR ACTIONS TYPICAL SEO ACTION ITEMS 1. Op#mize tagging (meta tags, H tags, Alt tags) 2. Create content (targe#ng keywords & topics) 3. Make your site faster (reduce pageload #mes) 4. Reduce points of fric#on during checkout 5. Op#mize internal linking for crawling & ranking 6. Merchandising/Copywri#ng updates 7. Secure your site 8. Build links 9. Disavow links 10. Etc…
  9. 9. FIRST, WE NEED TO TALK ABOUT KPI’S.
  10. 10. IN ORDER TO UNDERSTAND HOW WE GOT HERE…
  11. 11. WE HAVE TO GO BACK, KATE!
  12. 12. IN THE BEGINNING…
  13. 13. THERE WERE “HITS”
  14. 14. AND RANKINGS.
  15. 15. MODERN KPI’s
  16. 16. PRIMARY SEO KPI’s 1. Organic Visits (Sessions, New Visits, New Visitors) 2. Organic Revenue 3. Keyword Rankings
  17. 17. ECOMMERCE KPI’s 4. TransacDons (Orders) 5. QuanDty (Units) 6. Average Order Value 7. Conversion Rate 8. Revenue Per Visitor 9. Average Cart Size 10. Revenue per Unit Sold
  18. 18. ADDITIONAL ECOMMERCE SEO KPI’s 11. Total # of Keywords Driving Organic Traffic 12. Total # of Keywords Driving Organic Revenue 13. Total # of URLs Driving Organic Traffic 14. Total # of URLs Driving Organic Revenue 15. Total # of Search Engines Driving Organic Visits 16. Total # of Search Engines Driving Organic revenue
  19. 19. ADDITIONAL ECOMMERCE SEO KPI’s 11. Total # of Keywords Driving Organic Traffic 12. Total # of Keywords Driving Organic Revenue 13. Total # of URLs Driving Organic Traffic 14. Total # of URLs Driving Organic Revenue 15. Total # of Search Engines Driving Organic Visits 16. Total # of Search Engines Driving Organic revenue NOT PROVIDED?! THANKS A LOT, BIN LADEN.
  20. 20. ENGAGEMENT KPI’s 17. Bounce Rate 18. Adjusted Bounce Rate 19. Time on Site 20. Dwell Time 21. Return Frequency 22. Scrolling 23. Pages per Session/Visit 24. Events: Form Submissions, Video Plays, etc… 25. Social: Likes/Shares/+’s/Tweets/etc…
  21. 21. WEBMASTER TOOLS KPI’S 26. #OF PAGES INDEXED (OVERALL) 27. SITEMAPS DATA • # OF PAGES SUBMITTED • # OF PAGES INDEXED 28. KEYWORD CTR DATA 29. KEYWORD IMPRESSION 30. KEYWORD CLICKS 31. AVERGAGE POSITION (KEYWORD RANKINGS) 32. CRAWL ERRORS 33. CRAWL STATS 34. STRUCTURED DATA (ITEMS & PAGES)
  22. 22. THE 4 GROUPS OF ORGANIC SEARCH KPI’s PRIMARY ECOMMERCE ENAGEMENT WMT
  23. 23. WE TYPICALLY FIND INSIGHTS IN THOSE 4 GROUPS.
  24. 24. WE DISECT SCENARIOS TO FIND INSIGHTS.
  25. 25. Scenario A (Ecommerce KPI’s) On our weekly report, we noDced organic revenue is up week-­‐over-­‐week, but organic orders are down week-­‐over-­‐week. Ques#on: How can revenue increase when the number of orders decreased? Answer: This generally happens with an increase in AOV. Perhaps there was a sale on a high-­‐priced item. They didn’t sell many units, but the high cost of the item drove a significant amount of revenue.
  26. 26. Scenario B (Engagement KPI’s) Our organic search traffic has increased by 5% month-­‐over-­‐month, but our bounce rate has increased 25% during the same Dme period. Ques#on: Why did our bounce rate increase by a much higher % than our organic traffic? Answer: We launched a content campaign that apracted a ton of visits, shares, and links. While some of those visitors went on to visit other pages on the site, the majority of the visitors only looked at one page – the page they came specifically to visit. This caused a major increase in bounce rate. [Side note: We set up ‘Adjusted Bounce Rate’ as a new KPI to measure success.]
  27. 27. Scenario C (Using Webmaster Tools KPI’s to Diagnose Issues)
  28. 28. Scenario C (Using Webmaster Tools KPI’s to Diagnose Issues) Cross-­‐reference ‘URL Errors’ with ‘Index Status’ data in Google WMT.
  29. 29. PRIMARY ECOMMERCE ENAGEMENT WMT THE ANSWERS & TRENDS CAN TYPICALLY BE FOUND IN THESE 4 GROUPS.
  30. 30. HOWEVER, THAT IS A LIMITED VIEW.
  31. 31. THE SEO MULTIVERSE IS BIG – AND IT’S EXPANDING!
  32. 32. IN 2014, WE HAVE TO DRILL DEEPER.
  33. 33. LUCKILY, YOU WORK WITH A GREAT TEAM.
  34. 34. BUT SOMETIMES LOOKING FOR INSIGHTS CAN SEEM LIKE THIS.
  35. 35. WE HAVE TO PUT ON OUR THINKING CAPS.
  36. 36. “An alien intelligence has got be more advanced, and that means efficiency func#oning on mul#ple levels….and in mul#ple dimensions.”
  37. 37. LET’S TALK ABOUT DIMENSIONS.
  38. 38. DIMENSIONS
  39. 39. USING DIMENSIONS FOR MOBILE SEO INSIGHTS
  40. 40. “Mobile is coming faster than anyone expected.”
  41. 41. YOU ALREADY KNOW ABOUT PRIMARY DIMENSIONS.
  42. 42. YOU SHOULD BE MONITORING THE TRENDS OF ALL MAJOR SEARCH ENGINES.
  43. 43. USE SECONDARY DIMENSIONS TO DRILL DOWN FURTHER.
  44. 44. NOW WE CAN SEE ORGANIC SEARCH BY ENGINE & BY MOBILE DEVICE MODEL.
  45. 45. NOW, WE CAN LOOK AT GOOGLE SESSIONS BY MOBILE DEVICE MODEL.
  46. 46. PLOT IPHONE & IPAD SESSIONS TO SEE HOW THEY TREND OVER TIME.
  47. 47. PLOT THE CONVERSION RATES AND LOOK FOR INTERESTING TRENDS.
  48. 48. 3 DIMENSIONS THAT HELP WITH MOBILE INSIGHTS 1. Mobile Device Types 2. Browsers 3. Screen Resolu#ons
  49. 49. BROWSERS!
  50. 50. SCREEN RESOLUTIONS!
  51. 51. OTHER INSIGHTS WITH MOBILE SEO DATA
  52. 52. ADDITIONAL MOBILE INSIGHTS Data Trending by: o Desktop o Mobile Phone o Tablet o “Phablet” Blade… Laser…. and Blaser.
  53. 53. YoY Revenue Trends TYPICAL REPORTING YoY Visits Trends
  54. 54. CHANGE IT UP A LITTLE! LOOK AT THE GROWTH TRENDS BETWEEN DESKTOP AND MOBILE. SWITCH TO A % VIEW TO SEE JUST HOW IMPORTANT MOBILE HAS BECOME.
  55. 55. BUILD A VIEW FOR REVENUE TRENDS COMPARE THE GROWTH IN MOBILE REVENUE OVERALL TO THE RATIO OF MOBILE REVENUE TO DESKTOP REVENUE.
  56. 56. WHAT DOES THIS TELL US? FOR THIS SITE, 41% OF ORGANIC TRAFFIC IS FROM MOBILE, BUT ONLY 17% OF ORGANIC REVENUE IS FROM MOBILE. THERE IS WORK TO BE DONE!
  57. 57. BOOM. ROASTED.
  58. 58. A QUICK NOTE ABOUT REPORTING
  59. 59. SO MANY REPORTS, SO MUCH TIME…RIGHT? 30+ KPI’S x 3 DEVICE TYPES x 3 OPERATING SYSTEMS x 3 BROWSERS x SOME OTHER DIMENSIONS = A LOT OF REPORTS! “Napoleon, like anyone can even know that.”
  60. 60. SEO REPORTS ARE LIKE CATS – YOU CAN NEVER HAVE TOO MANY.
  61. 61. WELL…UNTIL YOU BECOME THE CRAZY CAT LADY.
  62. 62. “Informa#on is powerful. But it is how we use it that will define us.” -­‐ @Avinash
  63. 63. LET’S GET THIS TRENDING – AGAIN! #SMALLDATA
  64. 64. THE GOALS OF REPORTING 1. DETERMINE WHICH KPI’s MATTER TO YOUR CLIENT. 2. DETERMINE WHICH KPI’s ACCURATELY MEASURE THE SUCCESS/FAILURE OF YOUR SEO CAMPAIGN. 3. DETERMINE WHICH KPI’s ARE ACTIONABLE.
  65. 65. WHAT I HAVE LEARNED WE NEED THE DATA IN ORDER TO TELL THE STORY. HOWEVER… “PEOPLE WANT THE STORY. NOT THE DATA.” -­‐ @kerrydean
  66. 66. INSIGHTS FROM KEYWORD RANKINGS
  67. 67. +13 more: CH,DK,FI,HK,IE,IL,MX,NL,NO,PL,SE,SG,TR
  68. 68. SEMRush à Organic Research à Posi#ons
  69. 69. You can download this data by month going all the way back to Jan-­‐2012. DO IT!
  70. 70. Once you have the data, there is only one thing lew to do… PIVOT TABLES!
  71. 71. First, add a few new columns.
  72. 72. What can you do with this data?
  73. 73. 1. Ranking Trends for Keywords (Posi#on Groups)
  74. 74. 2. # of Keywords Ranking for a Set of Keywords
  75. 75. 3. # of Keywords Ranking for All URLs
  76. 76. 3. (CONT…) # of Keywords Ranking for All URLs
  77. 77. 4. Keyword Tiers (Y/Y Comparisons)
  78. 78. 5. Trended Keyword Tiers
  79. 79. 6. Plot URL Ranking Data Over Actual Visits Data
  80. 80. The SEMRush Data Allows You To: 1. Segment groups of URLs by: o Product o Category o Sub-­‐Cats o Sub-­‐Domains 2. Filter each group by: o Brand vs Non-­‐Brand o Search Volume Tiers
  81. 81. INSIGHTS FROM MULTI-­‐CHANNEL ATTRIBUTION
  82. 82. ASSISTED CONVERSIONS
  83. 83. MIND = BLOWN This is a data goldmine for marketers. More info here.
  84. 84. IN THE YEAR 2000… Organic Search KPI’s will help tell the overall story.
  85. 85. APPTIONABLE INSIGHTS
  86. 86. LET’S TALK ABOUT APPS
  87. 87. GOOGLE SENDING SEARCHERS TO APPS “Today, we’re expanding it to work for English content worldwide. And we’re including 24 more apps… – Google Search Blog (Apr. 3, 2014)
  88. 88. BING IS DOING IT, TOO!
  89. 89. The Path for Organic Searchers is Changing INITIAL SEARCH OR WEBSITE VISIT APP VISIT
  90. 90. IF YOU HAVE AN APP… You may noDce a drop in organic traffic to your website as Google and Bing begin to send more organic search to your app instead. App Launches
  91. 91. GET YOUR APP INDEXED! More on APP indexing & structured data from @JusDnRBriggs: hpp://www.slideshare.net/jusDnrbriggs/increasing-­‐mobile-­‐visibility-­‐with-­‐structured-­‐datao
  92. 92. GET READY FOR THIS SEARCH ENGINE #APPTIMIZATION
  93. 93. TYPICAL APP ENGAGEMENT METRICS If organic search begins to drive searchers to your app, you will need to track their behavior in the app. 1. Users 2. Session Length 3. Session Interval 4. Time in App 5. AcquisiDon 6. Screen Flow 7. RetenDon 8. LifeDme Value 9. …and more! Get ready for App KPI’s. It’s going to get fun.
  94. 94. THE END

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