The document discusses the significance of search engine optimization (SEO) in contrast to paid advertising, highlighting that 77% of users prefer organic search results. It outlines how to measure and forecast the value of SEO, including potential visitor calculations and conversion rates. Additionally, it emphasizes the importance of integrating search analytics with web analytics to improve keyword performance.

1. What is the value of Search Engine Optimisation (SEO) ?
Steve Overton – Pre Sales and SEO Manager, Searchmetrics (Northern Europe)
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2. How do you measure the value of SEO
 Why do SEO
 Assess the value of SEO
 Forecasting value of future SEO
 Tracking and On-going Measurement
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3. Why do SEO ?
• Why not just advertise
• PPC costs rising
• PPC very competitive
• No residual benefits to PPC
• 77% of search users choose
organic over paid listings
• 67% choose organic search results
when purchasing
• Organic click-through generates
25% higher conversion rates than
PPC
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4. Forecast the value of SEO
Keyword Research
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5. Position, position, position
Source : Optify, Dec 2010
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6. Estimate potential value of SEO
Potential: (524 - 7)Visitors/day * Conversion rate * Conversion value
= €€€ / $$$ / £££
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7. Analysis of keywords driving traffic
Brand Generic / category phrases
20% 80%
Content creation
Brand marketing
Indexing
Link Building
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8. Typical conversion funnel
Keywords
Generic e.g. Shoes
Generic e.g. Running Shoes
Brand e.g. Nike Running Shoes
Conversions
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9. Attributing the value
Attribution Models Last Touch First Touch
Adwords
Referral Organic
Organic Search Organic Search Referral
Organic Search Organic Search Paid advertising Paid advertising Paid Organic
Paid
Organic Paid
Paid advertising Organic Search Direct
Organic Search Organic Search Paid advertising Direct Paid Organic
Paid
Direct Paid advertising Referral Direct
Paid
Referral
Organic Search Paid advertising Direct Paid Organic
Paid
Multi Touch Attribution recently supported by GA is the real winner
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10. Proving value of Google Paid Advertising
Introduced Assisted Clicks / Conversions in March 2010
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11. GA – multi channel funnels
Introduced Multi Channel reporting in July 2011
Top Conversion Paths
• Standard Reports
• ‘Paid advertising’ — PPC advertising, banners and so on
• ‘Organic search’ — unpaid search visits
• ‘Social’ — Facebook, Twitter and a long list of other social sites
• ‘Referral’ — referred visits
• ‘Email’ – visits where the medium has been tagged as ‘email’
• Custom Reports
• Brand Organic Search
• Head Terms Organic
• Long Tail Organic Search
• Brand Paid
• Etcetc
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12. Custom multi-channel report – Google analytics
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13. Assisted Conversions report
Reporting the value by channel
Organic Search contributed 6,395 last touch conversions
+
Assisted 5,355 conversions
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14. ROI reporting - ££££
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15. Summary
Integrate search analytics and web analytics
(Not Provided) = Top Performing keyword. Thanks Google.
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