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SEO	
  Metrics	
  
New	
  Ways	
  To	
  Think	
  About	
  Metrics         	
  
	
  


Andy	
  Be8s	
  
Global	
  Search	
 ...
New York | March 19–23, 2012 | #sesny



          The	
  SEO	
  Market	
  Has	
  Finally	
  Matured	
  
                 ...
New York | March 19–23, 2012 | #sesny




  Times	
  are	
  changing	
  




Channels	
  are	
  converging	
  
New York | March 19–23, 2012 | #sesny



        SEO	
  is	
  not	
  just	
  SEO	
  anymore………	
  

  “Marketers	
  refocu...
New York | March 19–23, 2012 | #sesny




Thinking	
  beyond	
  just	
  rankings	
  
                                     ...
New York | March 19–23, 2012 | #sesny



                       Matching	
  value	
  to	
  key	
  SEO	
  metrics
         ...
New York | March 19–23, 2012 | #sesny



                              ReacLve	
  v	
  Pro-­‐acLve	
  Metrics	
  
        ...
New York | March 19–23, 2012 | #sesny




   ProacLve	
  -­‐	
  Place	
  a	
  value	
  on	
  SEO	
  Opportunity	
  	
  


...
New York | March 19–23, 2012 | #sesny



    ULlize	
  the	
  right	
  technology	
  
                                    ...
New York | March 19–23, 2012 | #sesny



ReporLng	
  the	
  right	
  metrics	
  to	
  the	
  right	
  people	
  
         ...
New York | March 19–23, 2012 | #sesny



              ReporLng	
  to	
  the	
  right	
  people	
  

“If	
  your	
  CEO	
 ...
New York | March 19–23, 2012 | #sesny




       GO	
  ON!!	
  -­‐	
  Admit	
  that	
  you’re	
  a	
  marketer	
  	
  	
  ...
New York | March 19–23, 2012 | #sesny




Converged	
  Media	
  Metrics	
  
                             	
  
            ...
New York | March 19–23, 2012 | #sesny




             Converged	
  /	
  Inbound	
  MarkeLng	
  Metrics	
  	
  	
  
Brand	...
New York | March 19–23, 2012 | #sesny




Social	
  Value	
  and	
  Metrics
                                	
  
         ...
New York | March 19–23, 2012 | #sesny




Re-­‐cap	
  
	
  
5	
  ways	
  to	
  turn	
  metrics	
  into	
  more	
  money	
 ...
New York | March 19–23, 2012 | #sesny




	
  
	
  




                 Thank	
  you       	
  
                         ...
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New seo metrics ses new york andy betts Slide 1 New seo metrics ses new york andy betts Slide 2 New seo metrics ses new york andy betts Slide 3 New seo metrics ses new york andy betts Slide 4 New seo metrics ses new york andy betts Slide 5 New seo metrics ses new york andy betts Slide 6 New seo metrics ses new york andy betts Slide 7 New seo metrics ses new york andy betts Slide 8 New seo metrics ses new york andy betts Slide 9 New seo metrics ses new york andy betts Slide 10 New seo metrics ses new york andy betts Slide 11 New seo metrics ses new york andy betts Slide 12 New seo metrics ses new york andy betts Slide 13 New seo metrics ses new york andy betts Slide 14 New seo metrics ses new york andy betts Slide 15 New seo metrics ses new york andy betts Slide 16 New seo metrics ses new york andy betts Slide 17
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As knowledge of SEO practices moves from the offices of the optimizers to the board room, the standard metrics used by the practitioners of this former dark art are straining under the weight of the all powerful bottom line. The days when upper management was impressed by subtle changes in Page Rank have been replaced by questions of LTV and ROI. As more resources are being dedicated to creating the perfectly optimized and keyword rich landing page, C-level executives are demanding proof of the return they are receiving from these resources. This panel will discuss a myriad of ways to move beyond Page Rank and will cover topics including:

Google's new "Search Your World"
Geotargeting
Personalized results
Which keywords bring traffic
Newsletter sign-ups, social media follows and white paper downloads

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New seo metrics ses new york andy betts

  1. 1. SEO  Metrics   New  Ways  To  Think  About  Metrics     Andy  Be8s   Global  Search  and  Digital  Strategist     Twi8er:  @andybe8s1      h8p://uk.linkedin.com/in/be8sandy   New  York  |  March  19–23    
  2. 2. New York | March 19–23, 2012 | #sesny The  SEO  Market  Has  Finally  Matured     $33   Billion   from   search   “Marketers  refocus  their  search  markeLng  strategies  on  “geMng  found”  by  users   through  any  medium  —  not  just  search  engines.”  
  3. 3. New York | March 19–23, 2012 | #sesny Times  are  changing   Channels  are  converging  
  4. 4. New York | March 19–23, 2012 | #sesny SEO  is  not  just  SEO  anymore………   “Marketers  refocus  their  search  markeLng   strategies  on  “geMng  found”  by  users  through   any  medium  —  not  just  search  engines.”    
  5. 5. New York | March 19–23, 2012 | #sesny Thinking  beyond  just  rankings     •  #  Rankings  mean  nothing  unless  you   put  a  value  on  them   •  #  Use  organic  traffic  data  and  PPC   keyword  data  and  project  spend  like   you  would  PPC   •  #  Use  this  data  also  to  benchmark   where  you  are  in  relaFon  to  your   compeFFon   •  Are  you  winning  or  losing?    
  6. 6. New York | March 19–23, 2012 | #sesny Matching  value  to  key  SEO  metrics     Value   Traffic     Visits  from  the  search  engines   How  many  pages  receive  visits  from  these  search  engines   How  many  keywords  are  sending  traffic  to  site   Links   Domain  based  metrics  (authority,  root  domains,  trust)   Backlink  analysis  (number  of  backlinks)   Rankings   PosiFon  –  Volume  based  terms,  long  tail  terms,     Brand  v  non  branded  terms  
  7. 7. New York | March 19–23, 2012 | #sesny ReacLve  v  Pro-­‐acLve  Metrics     Measurement  of  the  compeFFon   Loss  of  rankings   Industry  insight  and  posiFoning   Basic  Traffic  metrics   AdapFng  to  change  (Algorithmic)   ReducFon  in  acFons  –  conversions   Loss  of  business  –  pitches,  calls,   V   Influencer  based  metrics     emails   Social  Value   Binary  metrics   New  dashboards   ReporFng  Widgets   ATribuFon  based  metrics   Recording  acFon  &  what  you  did!!   Advanced  AnalyLcs  +  SEO  Tools  +  Enterprise  SEO  technology      
  8. 8. New York | March 19–23, 2012 | #sesny ProacLve  -­‐  Place  a  value  on  SEO  Opportunity     Think  PPC  as  you  forecast  SEO     CPA  (Cost  Per  AcquisiLon)  is  the  ulLmate  metric!!    
  9. 9. New York | March 19–23, 2012 | #sesny ULlize  the  right  technology     That  will  give  you  the  right  metrics    
  10. 10. New York | March 19–23, 2012 | #sesny ReporLng  the  right  metrics  to  the  right  people       Departmentalize  Dashboards  
  11. 11. New York | March 19–23, 2012 | #sesny ReporLng  to  the  right  people   “If  your  CEO  gets  SEO  then  he  invests  more  in  it   and  YOU  become  the  hero.”         Relevant  Metric  –  Relevant  People  –  Relevant   Format  –  Relevant  Time  
  12. 12. New York | March 19–23, 2012 | #sesny GO  ON!!  -­‐  Admit  that  you’re  a  marketer         MulF-­‐channel  aTribuFon  –  fight  the  PPC  power!           Local  Search  (Panda)  –  adapt  to  change  and  use  analyFcs  much  more     Brand  –  Try  to  understand  the  soYer  metrics   Social  media  convergence  and  metrics  –  API’s  and  build  your  own   metrics  
  13. 13. New York | March 19–23, 2012 | #sesny Converged  Media  Metrics     Technical   Onsite   Off  site   Social  Signals   Social  Influence   Share  of  voice   Personalized  v  local   ATribuFon  –  Click  sequence,  assisted  keywords    
  14. 14. New York | March 19–23, 2012 | #sesny Converged  /  Inbound  MarkeLng  Metrics       Brand  vs.  non  brand  terms  –  Traffic,  Links,  Rankings,  Content,  Social   signals   Organic  traffic  by  topic   Conversions  and  assisted  conversions  –  aTribuFon   Assisted  &  last  click  conversions  EVERYWHERE  
  15. 15. New York | March 19–23, 2012 | #sesny Social  Value  and  Metrics   IdenFfy  the  full  value  of  traffic   coming  from  social  sites     Measure  how  they  lead  to  direct   conversions  or  assist  in  future   conversions   On  and  off  of  page  -­‐   Understanding  social  acFviFes  to   take  acFons  and  opFmize  user   engagement  and  increase  social   key  performance  indicators  (KPIs)   “Making  beTer,  more  efficient   data-­‐driven  decisions”  
  16. 16. New York | March 19–23, 2012 | #sesny Re-­‐cap     5  ways  to  turn  metrics  into  more  money     •  #1  Place  value  on  each  SEO  metric  related  to  your  key  business  goals   •  #2  UFlize  tools  and  technology  to  create  new  meaningful  metrics   •  #3  ReporFng  the  right  metrics  to  the  right  people  –  think  beyond  just  rankings   •  #4  Wade  your  wade  through  muddy  waters  –  look  at  converged  media   metrics   •  #5  Make  it  easy  for  CEO’s  to  invest  more  in  SEO     Your logo here @andybetts1
  17. 17. New York | March 19–23, 2012 | #sesny     Thank  you     LinkedIn:  h8p://uk.linkedin.com/in/   be8sandy   Twi8er  :  @andybe8s1  
  • markw24

    Mar. 28, 2012

As knowledge of SEO practices moves from the offices of the optimizers to the board room, the standard metrics used by the practitioners of this former dark art are straining under the weight of the all powerful bottom line. The days when upper management was impressed by subtle changes in Page Rank have been replaced by questions of LTV and ROI. As more resources are being dedicated to creating the perfectly optimized and keyword rich landing page, C-level executives are demanding proof of the return they are receiving from these resources. This panel will discuss a myriad of ways to move beyond Page Rank and will cover topics including: Google's new "Search Your World" Geotargeting Personalized results Which keywords bring traffic Newsletter sign-ups, social media follows and white paper downloads

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