SEO Success Metrics Of The Future By Kerry Dean

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SMX Advanced 2014 Session #SMX #22A - Innovative Success Metrics For SEO - Seo Success Metrics Of The Future By Kerry Dean @KerryDean Of PMG

Read articles on SEO by Kerry Dean at http://searchengineland.com

Published in: Internet, Technology, Business

SEO Success Metrics Of The Future By Kerry Dean

  1. 1. @KerryDean SEO Success Metrics of the Future!
  2. 2. @KerryDean A BRIEF INTRODUCTION “Mama said not to be givin’ presentations to strangers.”
  3. 3. @KerryDean A LITTLE BIT ABOUT ME “I’m Kerry. Kerry Dean. Well, now we ain’t strangers any more.”
  4. 4. @KerryDean I LOVE THIS STUFF
  5. 5. @KerryDean NOW LET’S TALK SEO SUCCESS METRICS
  6. 6. @KerryDean IN THE BEGINNING…
  7. 7. @KerryDean THERE WERE “HITS”
  8. 8. @KerryDean AND RANKINGS.
  9. 9. @KerryDean Today, digital marketers tend to focus on these primary success metrics: 1. Organic Visits (Sessions, New Visits, New Visitors) 2. Organic Revenue 3. Keyword Rankings WE’VE COME A LONG WAY!
  10. 10. @KerryDean 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. 11. @KerryDean 11. Bounce Rate 12. Adjusted Bounce Rate 13. Time on Site 14. Dwell Time 15. Return Frequency 16. Scrolling 17. Pages per Session/Visit 18. Events: Form Submissions, Video Plays, etc… 19. Social: Likes/Shares/Tweets/etc… ENGAGEMENT KPI’s
  12. 12. @KerryDean 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!
  13. 13. @KerryDean • 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. THE GOALS:
  14. 14. @KerryDean WE NEED THE DATA IN ORDER TO TELL THE STORY. ULTIMATELY, PEOPLE WANT THE STORY. NOT THE DATA. REMEMBER THIS:
  15. 15. @KerryDean SEMRush
  16. 16. @KerryDean +13 more: CH,DK,FI,HK,IE,IL,MX,NL,NO,PL,SE,SG,TR
  17. 17. @KerryDean SEMRush  Organic Research  Positions
  18. 18. @KerryDean
  19. 19. @KerryDean You can download this data by month going all the way back to Jan-2012. DO IT!
  20. 20. @KerryDean Once you have the data, there is only one thing left to do… PIVOT TABLE!
  21. 21. @KerryDean First, add a few new columns.
  22. 22. @KerryDean What can you do with this data?
  23. 23. @KerryDean 1. Ranking Trends for Keywords (Position Groups)
  24. 24. @KerryDean 2. # of Keywords Ranking for a Set of Keywords
  25. 25. @KerryDean 3. # of Keywords Ranking for All URLs
  26. 26. @KerryDean 3. (CONT…) # of Keywords Ranking for All URLs
  27. 27. @KerryDean 4. Keyword Tiers (Y/Y Comparisons)
  28. 28. @KerryDean 5. Trended Keyword Tiers (Y/Y Comparisons)
  29. 29. @KerryDean 6. Plot URL Ranking Data Over Actual Visits Data
  30. 30. @KerryDean 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 The SEMRush Data Allows You To:
  31. 31. @KerryDean Channel Attribution: Assisted Conversion Data
  32. 32. @KerryDean Mind = Blown This is a data goldmine for marketers. More info here.
  33. 33. @KerryDean Looking Deeper Into The Present
  34. 34. @KerryDean First, Let’s Talk About:
  35. 35. @KerryDean THESE LISTS ARE GOLD, JERRY! GOLD!
  36. 36. @KerryDean Link Velocity Backlink growth is consistently positive.
  37. 37. @KerryDean Rankings Keyword exposure doubled in last 12 months.
  38. 38. @KerryDean 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
  39. 39. @KerryDean 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 Buzzfeed Editor in Chief
  40. 40. @KerryDean Buzzfeed & Engagement/Interaction Metrics • Satisfaction KPI’s 1. Time on Site 2. Time on Page 3. Dwell Time 4. Adjusted Bounce Rate 5. Pageload/Speed • Popularity KPI’s 6. External Links (Backlinks, “Social Echo”) 7. Social Shares (Likes, Tweets, +’s, Pins, etc…) What’s Really Going On?
  41. 41. @KerryDean Proving It With Data Correlating Engagement & Rankings
  42. 42. @KerryDean One Interesting Correlation There is a correlation between Average Time On Site and Ranking Position.
  43. 43. @KerryDean Another Interesting Correlation Sites with lower bounce rates also tend to have better rankings.
  44. 44. @KerryDean 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
  45. 45. @KerryDean Looking Into The Future
  46. 46. @KerryDean Let’s Talk About Apps
  47. 47. @KerryDean Google is Now Sending Searches 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)
  48. 48. @KerryDean Bing is Doing It To!
  49. 49. @KerryDean The Path for Organic Searchers is Changing INITIAL SEARCH OR WEBSITE VISIT APP VISIT
  50. 50. @KerryDean You may notice a drop in organic traffic to your website as Google and Bing begin to send more organic search to your app instead. If You Have An App… App Launches
  51. 51. @KerryDean Be Sure To Get Your App Indexed!
  52. 52. @KerryDean 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. Acquisition 6. Screen Flow 7. Retention 8. Lifetime Value 9. …and more! Get ready for App KPI’s. It’s going to get fun.
  53. 53. @KerryDean THE END

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