2. Frequent speaker on SEO, SEM, and integrated marketing

3. Written articles for iMedia, Website Magazine, and Search Engine Land

5. Over 40 fulltime employees

6. Ranked top 20 SEO firm nationally

8. July 21, 2009 SEO & Analytics – Creating a Model for ROI Guest Speaker from Red Door Interactive John Faris, Senior Search Strategist

10. Leveraging competitive ranking reports

11. Isolating SEO traffic & conversions with analytics

13. Set a benchmark and track rankings over time

14. Track all pages ranking for each keyword

15. Target indented listings

16. Identify keywords not in top 50

18. Categorize keywords by theme/topic

19. Identify several perceived competitor sites

20. Identify several informational sites dominating vertical SERPs

21. Analyze visibility of sites by theme

23. Segment search traffic

24. Segment organic traffic vs. paid search

25. Segment brand vs. non-brand searches

26. Having this data will be useful in:

27. Developing an ROI model

28. Understanding impact of branding

30. Ecommerce (Left Nav)> Revenue Analysis > Non Paid Keywords

31. Filter Keyword: Excluding > Brand|Barnd|Product|Prdouct

33. Set-up segments for various search traffic types

34. Paid brand searches

35. Paid non-brand searches

36. Organic brand searches

38. Segment > Non-brand Organic

39. Traffic > Visits (for SEO traffic)

40. Commerce > Top Line Report > Sales Activity (for SEO conversions)3/25/2010 ©2009 Red Door Interactive 15 SEO & Analytics Isolating SEO Metrics - HBX

42. Add Metrics > Searches and 1-3 Key Conversions (varies)

43. Filter Options > If All Criteria Are Met > Does Not Contain > Brand keyword

44. Use * for wildcards

45. Use “OR” to include multiple terms

46. Refine based on results

48. Seems straightforward for pure-play ecommerce sites

49. Softer conversion metrics have value too!

50. Consider Lifetime Customer Value or Net Present Value

51. More challenging for B2B and brick and mortar retailers

52. Track offline conversions with CRM integration or behavioral targeting (unique coupons codes or unique phone numbers)

53. Back-out the value of leads (lead conversion rate X average sale profit)

55. 3/25/2010 ©2009 Red Door Interactive 19 SEO & Analytics Questions

57. Tuesday, August 25

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