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Measuring SEO Efforts at #SMXLMilan & #eMetricsMI

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What to measure in your SEO Process? Let's review the process, data & criteria to follow to make better decisions.

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Measuring SEO Efforts at #SMXLMilan & #eMetricsMI

  1. 1. #measuringseo at #SMXLmilan by @aleyda from @orainti MEASURING SEO EFFORTS
  2. 2. #measuringseo at #SMXLmilan by @aleyda from @orainti CIAO MILANO #measuringseo at #SMXLmilan by @aleyda from @orainti
  3. 3. #measuringseo at #SMXLmilan by @aleyda from @orainti I’M ALEYDA SOLIS ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/ I Do SEO I PublishI Share BITLY.COM/LIBROSEOALEYDA #measuringseo at #SMXLmilan by @aleyda from @orainti
  4. 4. #measuringseo at #SMXLmilan by @aleyda from @orainti I Blog I Speak I’m Featured I’M ALEYDA SOLIS #measuringseo at #SMXLmilan by @aleyda from @orainti
  5. 5. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti What’s the goal of measuring SEO?
  6. 6. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti It’s not about tracking rankings
  7. 7. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti Or organic search traffic
  8. 8. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti Or even the conversions
  9. 9. #measuringseo at #SMXLmilan by @aleyda from @orainti It’s about the ROI #measuringseo at #SMXLmilan by @aleyda from @orainti
  10. 10. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti Number of 
 conversions ROI by number 
 of conversions SEO process = Average conversion value*( ) - SEO process [ ] Let’s calculate it
  11. 11. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti bit.ly/seoroicalculator Or use the SEO ROI calculator
  12. 12. #measuringseo at #SMXLmilan by @aleyda from @orainti That will allow to make 
 (business) decisions #measuringseo at #SMXLmilan by @aleyda from @orainti Is it ROI Positive? YES NO Identify what’s working well, allocate more resources & expand Identify what’s not working well & change
  13. 13. #measuringseo at #SMXLmilan by @aleyda from @orainti But to identify these it’s key to monitor both the SEO process & its results THE PROCESS THE RESULTS
  14. 14. #measuringseo at #SMXLmilan by @aleyda from @orainti THE PROCESS THE RESULTS Resources & costs Outcome areas But to identify these it’s key to monitor both the SEO process & its results
  15. 15. #measuringseo at #SMXLmilan by @aleyda from @orainti HOW TO MONITOR THE 
 SEO PROCESS?
  16. 16. #measuringseo at #SMXLmilan by @aleyda from @orainti To identify the effectiveness & investment around SEO execution #measuringseo at #SMXLmilan by @aleyda from @orainti CRAWLABILITY INDEXABILITY RELEVANCE BACKLINKING INVESTMENT
  17. 17. #measuringseo at #SMXLmilan by @aleyda from @orainti It’s about setting an SEO process management system to answer these #measuringseo at #SMXLmilan by @aleyda from @orainti WHAT WHY WHERE WHO WHEN
  18. 18. #measuringseo at #SMXLmilan by @aleyda from @orainti That SEOs & shareholders can use to coordinate & track performance #measuringseo at #SMXLmilan by @aleyda from @orainti WHAT WHY WHERE WHO WHEN Recommendations Importance Status Area Priority Resource Person Date Start canonicalizing and index color facets High Low Listings & product pages 1 Development Maria 1/9/2016 Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2016 Add more content to listings w/ less than 5 products by featuring related ones Medium Medium 2nd level sub- categories 3 Development & Content Matt & Maria 3/9/2016
  19. 19. #measuringseo at #SMXLmilan by @aleyda from @orainti As well as to identify gaps between the executed actions & allocated resources #measuringseo at #SMXLmilan by @aleyda from @orainti WHAT WHY WHERE WHO WHEN Recommendations Importance Status Area Priority Resource Person Date Start canonicalizing and index color facets High Low Listings & product pages 1 Development Maria 1/9/2016 Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2016 Add more content to listings w/ less than 5 products by featuring related ones Medium Medium 2nd level sub- categories 3 Development & Content Matt & Maria 3/9/2016
  20. 20. #measuringseo at #SMXLmilan by @aleyda from @orainti To monitor the issues during the execution #measuringseo at #SMXLmilan by @aleyda from @orainti CRAWLABILITY INDEXABILITY RELEVANCE BACKLINKING VISIBILITY TRAFFIC CONVERSIONS ROI INVESTMENT
  21. 21. #measuringseo at #SMXLmilan by @aleyda from @orainti That can later have an impact in the SEO Process results #measuringseo at #SMXLmilan by @aleyda from @orainti CRAWLABILITY INDEXABILITY RELEVANCE BACKLINKING VISIBILITY TRAFFIC CONVERSIONS ROI INVESTMENT
  22. 22. #measuringseo at #SMXLmilan by @aleyda from @orainti allowing to reallocate resources & priorities accordingly to overcome them #measuringseo at #SMXLmilan by @aleyda from @orainti CRAWLABILITY INDEXABILITY RELEVANCE BACKLINKING VISIBILITY TRAFFIC CONVERSIONS ROI INVESTMENT
  23. 23. #measuringseo at #SMXLmilan by @aleyda from @orainti PM systems like Jira can help you to automate this #measuringseo at #SMXLmilan by @aleyda from @orainti
  24. 24. #measuringseo at #SMXLmilan by @aleyda from @orainti Once you’re tracking your efforts it’s time to monitor the SEO activities KPIs #measuringseo at #SMXLmilan by @aleyda from @orainti CRAWLABILITY INDEXABILITY RELEVANCE BACKLINKING INVESTMENT
  25. 25. #measuringseo at #SMXLmilan by @aleyda from @orainti Although you can obtain the Crawlability with the Search Console #measuringseo at #SMXLmilan by @aleyda from @orainti
  26. 26. #measuringseo at #SMXLmilan by @aleyda from @orainti As well as your site index status, it lacks granularity for decision making #measuringseo at #SMXLmilan by @aleyda from @orainti
  27. 27. #measuringseo at #SMXLmilan by @aleyda from @orainti You need to validate them with your own logs #measuringseo at #SMXLmilan by @aleyda from @orainti Screaming Frog Log Analyser & Botify
  28. 28. #measuringseo at #SMXLmilan by @aleyda from @orainti Setting a pro-active monitoring system that alerts you of issues #measuringseo at #SMXLmilan by @aleyda from @orainti onpage.org
  29. 29. #measuringseo at #SMXLmilan by @aleyda from @orainti Setting your own crawls not only for crawling but indexation behavior #measuringseo at #SMXLmilan by @aleyda from @orainti OnPage.org & Botify
  30. 30. #measuringseo at #SMXLmilan by @aleyda from @orainti To identify this type of crawlability vs. indexability issues #measuringseo at #SMXLmilan by @aleyda from @orainti
  31. 31. #measuringseo at #SMXLmilan by @aleyda from @orainti But content quality and patterns towards relevance as well #measuringseo at #SMXLmilan by @aleyda from @orainti
  32. 32. #measuringseo at #SMXLmilan by @aleyda from @orainti Having a “real time” link monitoring system is a must #measuringseo at #SMXLmilan by @aleyda from @orainti CognitiveSEO
  33. 33. #measuringseo at #SMXLmilan by @aleyda from @orainti As well as to give it context vs. your competition too #measuringseo at #SMXLmilan by @aleyda from @orainti
  34. 34. #measuringseo at #SMXLmilan by @aleyda from @orainti Now you’re monitoring your SEO process activities & efforts #measuringseo at #SMXLmilan by @aleyda from @orainti CRAWLABILITY INDEXABILITY RELEVANCE BACKLINKING VISIBILITY TRAFFIC CONVERSIONS ROI INVESTMENT
  35. 35. #measuringseo at #SMXLmilan by @aleyda from @orainti HOW TO MONITOR THE 
 SEO RESULTS?
  36. 36. #measuringseo at #SMXLmilan by @aleyda from @orainti It’s about tracking your visibility, traffic & conversions #measuringseo at #SMXLmilan by @aleyda from @orainti CRAWLABILITY INDEXABILITY RELEVANCE BACKLINKING VISIBILITY TRAFFIC CONVERSIONS ROI INVESTMENT
  37. 37. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti Your Site Technical Configuration CRAWLABILITY & INDEXABILITY Content RELEVANCE Links POPULARITY CurrentYour Visibility, Traffic, Conversions & ROI Audience Search Behavior Your Competition Visibility & Traffic Within the content of your competition 
 & audience behavior…
  38. 38. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti … as well as other channels S Product Branding Usability Content Design Development Paid Search SocialEmail SEO Affiliates Referrals
  39. 39. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti You can obtain your basic visibility 
 from the Search Console again
  40. 40. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti But it’s only for the top 1,000 queries, 
 90 days & data is tricky to go through
  41. 41. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti You can use tools like URLprofiler to match the queries & URLs URLProfiler
  42. 42. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti And of course, the are many third-parties rank trackers without these restrictions Accuranker Wincher SERPwoo SEMRush Advanced Web Rankings
  43. 43. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti Then w/ GA monitor organic traffic, user behavior & conversions per pages & areas
  44. 44. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti As well as the role of organic search in multi-channel conversion paths
  45. 45. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti But you can also match these to get rankings impact over traffic, conversions & revenue SEOmonitor
  46. 46. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti Giving you rankings for keywords, pages 
 & areas per device & location
  47. 47. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti Along the queries search volume & CPC to prioritize based on their impact
  48. 48. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti And traffic, conversions & revenue using Google Analytics data integration
  49. 49. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti You can see the queries moving the needle in rankings vs. traffic vs. revenue per device
  50. 50. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti Allowing also to see specific queries or pages to verify their KPIs over time
  51. 51. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti While showing at the same time context for these vs. your competition
  52. 52. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti Giving you the possibility to answer many decision making questions for a positive ROI Which have a high search volume but low ranking in mobile? Which have a high revenue but low rankings? Which have the best rankings but low conversions? Which are not ranking with the relevant page and have low conversions? For which high search volume queries your competition is outranking you?
  53. 53. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti Like this you can monitor & recommend to improve the SEO Process towards ROI VISIBILITY TRAFFIC CONVERSIONS ROI BACKLINKING RELEVANCE INDEXABILITY CRAWLABILITY INVESTMENT
  54. 54. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti And help SEO achieve this type of results with a highly profitable ROI
  55. 55. #measuringseo at #SMXLmilan by @aleyda from @orainti GRAZIE! QUESTIONS? #measuringseo at #SMXLmilan by @aleyda from @orainti

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