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SEO Analytics

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SEO Analytics

  1. 1. About Red Door Interactive<br />Today’s Presenter<br /><ul><li>John Faris, Senior Search Strategist
  2. 2. Frequent speaker on SEO, SEM, and integrated marketing
  3. 3. Written articles for iMedia, Website Magazine, and Search Engine Land
  4. 4. jfaris@reddoor.biz</li></li></ul><li>About Red Door Interactive<br />Red Door Interactive<br /><ul><li>Offices in San Diego (Headquarters) and Denver
  5. 5. Over 40 fulltime employees
  6. 6. Ranked top 20 SEO firm nationally
  7. 7. Full-Service Internet Presence Management Agency</li></li></ul><li>About Red Door Interactive<br />Internet Presence Management<br />
  8. 8. July 21, 2009<br />SEO & Analytics – <br />Creating a Model for ROI<br />Guest Speaker from Red Door Interactive<br />John Faris, Senior Search Strategist<br />
  9. 9. 3/25/2010<br />©2009 Red Door Interactive<br />5<br />SEO & Analytics<br />Introduction<br /><ul><li>Getting actionable data from your ranking reports
  10. 10. Leveraging competitive ranking reports
  11. 11. Isolating SEO traffic & conversions with analytics
  12. 12. Creating an ROI model for your SEO program</li></li></ul><li>3/25/2010<br />©2009 Red Door Interactive<br />6<br />SEO & Analytics<br />Actionable Ranking Reports<br /><ul><li>Tools: Advanced Web Rankings
  13. 13. Set a benchmark and track rankings over time
  14. 14. Track all pages ranking for each keyword
  15. 15. Target indented listings
  16. 16. Identify keywords not in top 50
  17. 17. Focus on top 20 for biggest traffic gains</li></li></ul><li>3/25/2010<br />©2009 Red Door Interactive<br />7<br />SEO & Analytics<br />Competitive Analysis<br /><ul><li>Tools: Advanced Web Rankings, comScore Marketer, Advanced Link Manager, SEO for Firefox, SEOmoz Pro Tools
  18. 18. Categorize keywords by theme/topic
  19. 19. Identify several perceived competitor sites
  20. 20. Identify several informational sites dominating vertical SERPs
  21. 21. Analyze visibility of sites by theme
  22. 22. Analyze content strategies and link profiles of top sites</li></li></ul><li>3/25/2010<br />©2009 Red Door Interactive<br />8<br />SEO & Analytics<br />Isolating SEO Traffic/Conversions<br /><ul><li>Tools: HBX/Hitbox, SiteCatalyst, Google Analytics
  23. 23. Segment search traffic
  24. 24. Segment organic traffic vs. paid search
  25. 25. Segment brand vs. non-brand searches
  26. 26. Having this data will be useful in:
  27. 27. Developing an ROI model
  28. 28. Understanding impact of branding
  29. 29. Testing paid search cannibalization/lift</li></li></ul><li>3/25/2010<br />©2009 Red Door Interactive<br />9<br />SEO & Analytics<br />Isolating SEO Metrics – GA<br /><ul><li>Advanced Segmentation is still in Beta and the results are typically based on sampled data</li></li></ul><li>3/25/2010<br />©2009 Red Door Interactive<br />10<br />SEO & Analytics<br />Isolating SEO Metrics – GA<br /><ul><li>Create a new advanced segment</li></li></ul><li>3/25/2010<br />©2009 Red Door Interactive<br />11<br />SEO & Analytics<br />Isolating SEO Metrics – GA<br /><ul><li>Specify Segmentation</li></li></ul><li>3/25/2010<br />©2009 Red Door Interactive<br />12<br />SEO & Analytics<br />Isolating SEO Metrics – GA<br /><ul><li>Specify Segmentation</li></li></ul><li>3/25/2010<br />©2009 Red Door Interactive<br />13<br />SEO & Analytics<br />Isolating SEO Metrics – GA<br /><ul><li>Alternate GA Segmentation (more accurate for highly visited sites)
  30. 30. Ecommerce (Left Nav)> Revenue Analysis > Non Paid Keywords
  31. 31. Filter Keyword: Excluding > Brand|Barnd|Product|Prdouct
  32. 32. Separate keywords using “pipe” (|) and don’t add any spaces</li></li></ul><li>3/25/2010<br />©2009 Red Door Interactive<br />14<br />SEO & Analytics<br />Isolating SEO Metrics - HBX<br /><ul><li>With HBX, you can view organic traffic without setting up a segment, but you won’t see conversions
  33. 33. Set-up segments for various search traffic types
  34. 34. Paid brand searches
  35. 35. Paid non-brand searches
  36. 36. Organic brand searches
  37. 37. Organic non-brand searches</li></li></ul><li><ul><li>Site Tools and Reporting > Administration > Active Segmentation > Create Segment
  38. 38. Segment > Non-brand Organic
  39. 39. Traffic > Visits (for SEO traffic)
  40. 40. Commerce > Top Line Report > Sales Activity (for SEO conversions)</li></ul>3/25/2010<br />©2009 Red Door Interactive<br />15<br />SEO & Analytics<br />Isolating SEO Metrics - HBX<br />
  41. 41. 3/25/2010<br />©2009 Red Door Interactive<br />16<br />SEO & Analytics<br />Isolating SEO Metrics - SiteCatalyst<br /><ul><li>Traffic Sources > Search Keywords - Natural
  42. 42. Add Metrics > Searches and 1-3 Key Conversions (varies)
  43. 43. Filter Options > If All Criteria Are Met > Does Not Contain > Brand keyword
  44. 44. Use * for wildcards
  45. 45. Use “OR” to include multiple terms
  46. 46. Refine based on results
  47. 47. Account for misspellings, product names, executive names, etc…</li></li></ul><li>3/25/2010<br />©2009 Red Door Interactive<br />17<br />SEO & Analytics<br />SEO ROI Modeling<br /><ul><li>True value of SEO is reflected by more than just online sales
  48. 48. Seems straightforward for pure-play ecommerce sites
  49. 49. Softer conversion metrics have value too!
  50. 50. Consider Lifetime Customer Value or Net Present Value
  51. 51. More challenging for B2B and brick and mortar retailers
  52. 52. Track offline conversions with CRM integration or behavioral targeting (unique coupons codes or unique phone numbers)
  53. 53. Back-out the value of leads (lead conversion rate X average sale profit)
  54. 54. Agency fees and/or in-house salaries are only part of the investment cost</li></li></ul><li>3/25/2010<br />©2009 Red Door Interactive<br />18<br />SEO & Analytics<br />SEO ROI Modeling<br />Total Profit - Total Investment<br />Total Investment<br />
  55. 55. 3/25/2010<br />©2009 Red Door Interactive<br />19<br />SEO & Analytics<br />Questions<br />
  56. 56. 3/25/2010<br />©2009 Red Door Interactive<br />20<br />SEO & Analytics<br />Don’t Miss Our Next Webinar!<br /><ul><li>Shopping Cart Optimization - Presented by Charles Wiedenhoft, Director of Business Planning & Optimization
  57. 57. Tuesday, August 25
  58. 58. http://reddoorbuzz.com/20twenty/</li></ul>Connect with us:<br /><ul><li>Blog - http://reddoorbuzz.com/
  59. 59. Twitter – http://www.twitter.com/reddoor
  60. 60. Newsletter - http://www.reddoor.biz/contact/emailsignup/</li>

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