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MetricsDriven SEOA Presentation by Navneet Kaushal, CEO, PageTraffic

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WHO AM I?Navneet Kaushal Founder & CEO of PageTraffic 12 Years of SEO experience Editor www.pagetrafficbuzz.com Expert author on WebProNews, Search Newz, Website Notes, DevWebPronews, PromotionWorld. Regularly quoted on ET Now, Seattle Times, Hindustan Times, Livemint, BenefitIT, AlooTechie.About PageTraffic Established in 2002 95 people strong, with offices in New Delhi, Noida, Mumbai, Chicago & London Offers SEO, PPC, Link Building, Web Design & Development services More than 300 clients worldwide Ranking among the top SEO Companies of India Winner of Red Herring Top 100 Asia Award 2011 Copyright © www.pagetraffic.in www.pagetraffic.com

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METRICS TO WATCH• Number of keywords triggering results for your site.• Position of your site in the search results for specific keywords.• Number of clicks to your site from keywords• Position of your site in the search results for specific keywords clicked.• Diagnostic crawl stats can also provide insight into increasing, decreasing, or unchanged crawler activity to your site, which should be taken with a grain of salt

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How Do You Measure Your Key Business Goals?• Total Revenue • Profit per Customer• Net Profit • Number of• Volume of Sales Customers• Average Order Value • Market Share Copyright © www.pagetraffic.in

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How Do You Measure Your SEO Goals? • Organic Search Traffic • Year on Year Comparison • Non-Branded Search • Rankings • Conversions Copyright © www.pagetraffic.in

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Rankings = Traffic = GrowthNot so simple? Work on your metrics. Copyright © www.pagetraffic.in

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Treat SEO Analytics as PPC Analytics Copyright © www.pagetraffic.in

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Calculate the Revenue Value of SEO Visits in Avg Order Orders Conversion Revenue August Value RateBranded 5,000 Rs.45 200 4% Rs.9,000OrganicSearchNon-Branded 8,000 Rs.50 80 1% Rs.4,000OrganicSearchTotal 13,000 Rs.95 280 2.5% Rs.13,000 Copyright © www.pagetraffic.in

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Get more from Traffic Metrics Copyright © www.pagetraffic.in

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Identify the top performers Copyright © www.pagetraffic.in

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Search engine market share vis a vis your share 90 80 78 80 70 Opportunity 60 50 Search engines 40 Your traffic 30 20 10 8 10 6 10 0 Google Bing Yahoo Copyright © www.pagetraffic.in

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Browse rate: Identify page effectiveness Copyright © www.pagetraffic.in

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Identify top converting keywords Copyright © www.pagetraffic.in

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KEYWORD DISTRIBUTION All Keywords Visits Average Rank Conversion ActionsHead (more than 500 30 4,000 #8 40searches/monthMiddle (50-499 120 12,100 #5 110searches/monthTail (Less than 50 580 17809 #6 10searches/monthLong Tail (no volume) 10,979 34651 #2 1839 Copyright © www.pagetraffic.in

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More specific = Greater Conversions Copyright © www.pagetraffic.in

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Branded Vs. Non Branded Keywords Branded Keywords doesn’t count towards SEO Copyright © www.pagetraffic.in

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Branded Vs. Non Branded Keywords Copyright © www.pagetraffic.in

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Branded Vs. Non Branded Keywords All Keywords Visits Average Rank Conversion ActionsBranded 30 8970 #1.3 1463Non Branded 13243 53211 #6 754 Copyright © www.pagetraffic.in

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Segment keywords in Google Analytics Copyright © www.pagetraffic.in

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TOP KEYWORDS Searches Visits Conversions Average Rank (AdWords)Keyword 1 190 33 4 #3Keyword 2 1743 203 2 #4Keyword 3 13 9 1 #1 Copyright © www.pagetraffic.in

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Identify top converting content pages Copyright © www.pagetraffic.in

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TOP CONTENT All Keywords Visits from Searches Conversions Sending VisitsURL 1 4630 19 86URL 2 819 6 21URL 3 344 16 7 URL 1 converting better, try replicating the same style on other URLS Copyright © www.pagetraffic.in

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Calculate ROI and compare Copyright © www.pagetraffic.in

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Where is relevant traffic coming from? Copyright © www.pagetraffic.in

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Year-on-year graphs show seasonality Copyright © www.pagetraffic.in

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Group keywords by engagement levels Find out why engagement levels are low Copyright © www.pagetraffic.in

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Custom Keyword Analysis Report http://bit.ly/keywordreport Get proof that SEO is worth the investment Copyright © www.pagetraffic.in

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Explore multi-channels in Google Analytics Get proof that SEO is worth the investment Copyright © www.pagetraffic.in

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Conversions Source: comScoreBranded keywords convert better Copyright © www.pagetraffic.in

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Consider keyword search trends Copyright © www.pagetraffic.in

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THANK YOU!Website: www.pagetraffic.inEmail: nkaushal@pagetraffic.inTwitter: @navneetkaushalBlog: www.pagetrafficbuzz.com Copyright © www.pagetraffic.in www.pagetraffic.com