Today, digital marketers tend to focus on these primary
1. Organic Visits (Sessions, New Visits, New Visitors)
2. Organic Revenue
3. Keyword Rankings
WE’VE COME A LONG WAY!
4. Transactions (Orders)
5. Quantity (Units)
6. Average Order Value
7. Conversion Rate
8. Revenue Per Visitor
9. Average Cart Size
10.Revenue per Unit Sold
SECONDAY ECOMMERCE KPI’s
11. Bounce Rate
12. Adjusted Bounce Rate
13. Time on Site
14. Dwell Time
15. Return Frequency
17. Pages per Session/Visit
18. Events: Form Submissions, Video Plays, etc…
19. Social: Likes/Shares/Tweets/etc…
20. Total # of Keywords Driving Organic Traffic
21. Total # of Keywords Driving Organic Revenue
22. Total # of URLs Driving Organic Traffic
23. Total # of URLs Driving Organic Revenue
24. Total # of Search Engines Driving Organic Visits
25. Total # of Search Engines Driving Organic revenue
AND DON’T FORGET THESE AWESOME SEO KPI’s!
• DETERMINE WHICH KPI’s MATTER TO YOUR CLIENT.
• DETERMINE WHICH KPI’s ACCURATELY MEASURE THE
SUCCESS/FAILURE OF YOUR SEO CAMPAIGN.
• DETERMINE WHICH KPI’s ARE ACTIONABLE.
WE NEED THE DATA IN ORDER TO TELL THE STORY.
ULTIMATELY, PEOPLE WANT THE STORY. NOT THE DATA.
Backlink growth is consistently positive.
Keyword exposure doubled in last 12 months.
Buzzfeed create content that appeals to every
type of social sharer. We can’t resist reading their
content. We can’t resist sharing their content.
Buzzfeed & Human Psychology
1. Create content that is irresistible (read:
powerful, convincing, tempting)
2. Make it long enough that Google will
notice people staying on your site forever.
What We Can Learn from Buzzfeed
“Nobody reads something
because it is long. They read
despite it being long.”
- Ben Smith
Editor in Chief
Buzzfeed & Engagement/Interaction Metrics
• Satisfaction KPI’s
1. Time on Site
2. Time on Page
3. Dwell Time
4. Adjusted Bounce Rate
• Popularity KPI’s
6. External Links (Backlinks, “Social Echo”)
7. Social Shares (Likes, Tweets, +’s, Pins, etc…)
What’s Really Going On?
Proving It With Data
Correlating Engagement & Rankings
One Interesting Correlation
There is a correlation between Average
Time On Site and Ranking Position.
Another Interesting Correlation
Sites with lower bounce rates also
tend to have better rankings.
Starting the Conversation
We have reached a point in SEO where we need to start/forward
the conversation about making better websites.
Use the two previous graphs to get the conversation started:
1. Comparing Average Time on Site to Ranking Positions
2. Comparing Bounce Rates to Ranking Positions
Typical App Engagement Metrics
If organic search begins to drive searchers to your app, you will need to track
their behavior in the app.
2. Session Length
3. Session Interval
4. Time in App
6. Screen Flow
8. Lifetime Value
9. …and more!
Get ready for App KPI’s. It’s going to get fun.