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Get Social w/ #DIYDIFM
DIY:DIFM
@diydifm
Follow @DIYDIFM
Excited to speak at #Clarity15
on #SEO #KPI’s & Reporting!
Rob Bertholf
@Rob
Follow @Rob
Excited to kickoff @diydifm’s digital
marketing bootcamp! #DoerMindMeld
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@Rob’s Geek Cred#IRC Operator
@Zeppo
Original Member
Board of Directors
Software as a Service
Architect / Springboard
CC
PATENT APPLICATION
#US20060294199
Systems &
Methods for a
Standard Web
Platform
Information
Management &
Intranet Architecture
Staff Sergeant
US Air Force
WebOS
Yahoo!
“Site of the Day”
@Rob
WordPress
Plugin Developer
Klout Squad Member
& API Contributor
Wikipedia
Editor
Creative
Commons
Contributor
Laravel
Developer
Basic & Pearl Developer
ASP/Visual Basic
Developer
Search Engine Optimization Expert
#1 Ranked
Bertholf
Ventures Content
Strategist
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Browser
http://www.google.com
Search Engine Optimization Expert
Out of hundreds of thousands of SEO’s
#1
* #3 in Spain ;P
@Rob Bertholf - Search Engine Optimization Expert
https://rob.bertholf.com
Rob Bertholf is a San Diego & Honolulu based
Entrepreneur and Marketer/Technologist Unicorn who
ranks #1 in Google for “Search Engine Optimization Expert”
Search engine optimization - Wikipedia
en.wikipedia.org/wiki/Search_engine_optimization
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OSE YOUR OWN ADVENTURE #1
ILLUSTRATED BY @ROB
BY R. BERTHOLF
Special
PNM
Edition
YOU’RE THE STAR OF THE LEARNING!
CHOOSE FROM 6 POSSIBLE TOPICS
CONTENT
CHOOSE YOUR OWN ADVENTURE #1
ILLUSTRATED BY @ROB
BY R. BERTHOLF
Special
PNM
Edition
YOU’RE THE STAR OF THE LEARNING!
CHOOSE FROM 6 POSSIBLE TOPICS
TECHNICAL
CHOOSE YOUR OWN ADVENTURE #1
ILLUSTRATED BY @ROB
BY R. BERTHOLF
Special
PNM
Edition
YOU’RE THE STAR OF THE LEARNING!
CHOOSE FROM 6 POSSIBLE TOPICS
VALIDATION
CHOOSE YOUR OWN ADVENTURE #1
ILLUSTRATED BY @ROB
BY R. BERTHOLF
Special
PNM
Edition
YOU’RE THE STAR OF THE LEARNING!CHOOSE FROM 6 POSSIBLE TOPICS
KPI ANALYSIS
CHOOSE YOUR OWN ADVENTURE #1
ILLUSTRATED BY @ROB
BY R. BERTHOLF
Special
PNM
Edition
YOU’RE THE STAR OF THE LEARNING!
CHOOSE FROM 6 POSSIBLE TOPICS
EXECUTIVES
CHOOSE YOUR OWN ADVENTURE #1
ILLUSTRATED BY @ROB
BY R. BERTHOLF
E
YOU’RE THE STAR OF THE LEARNIN
CHOOSE FROM 6 POSSIBLE TOPICS
SEO TEAMS
Choose your adventure...
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Browser
http://www.google.com
What is an organic listing?
Organic search results are listings on search
engine results pages that appear because of
their relevance to the search terms, as
opposed to their being advertisements. In
contrast, non-organic search results may
include pay per click advertising.
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Paid (PPC) vs. Organic (SEO)
Easy to Find
Hard to Find
Money is Being Spent Money Is NOT being spent
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Browser
http://www.google.com
some search phrase
Website 1 - Search Engine Optimized Site
http://domain1.com
This site is designed for search engines to love it!
Website 2 - Search Experience Optimized Site
http://domain2.com
This site is designed to engage visitors and provide them with value.
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Browser
http://www.google.com
some search phrase
Website 2 - Search Experience Optimized Site
http://domain2.com
This site is designed to engage visitors and provide them with value.
Website 1 - Search Engine Optimized Site
http://domain1.com
This site is designed for search engines to love it!
Factors include: CTR, Bounce Rate, Time on Site, Micro
Interactions, Social Validation/Shares, etc.
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Infrastructure KPIs
● Site Uptime
● Response Code %’s
● Time to First Byte (TTFB)
● Time to Interact (TTI)
● Crawl Rate
● Security
○ SSL Certificate (https://)
○ No malware
○ Updated software (Server + CMS)
● Spam
○ Detox (Link Research Tools / Moz)
ConversionPlatform Channel Content
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Architecture KPIs
● % of Broken Links
● # Missing Files/Images
● % with Title & Meta Description
● % Internally Linked Pages
ConversionPlatform Channel Content
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Opportunity KPIs
● Non-Branded Potential Traffic = (Target Queries - Long Term
Targets) * Search Volume * Avg CTR
● Branded Potential Traffic = Branded Organic Search Traffic /
Branded Search Volume (Branded Terms * Search Volume)
ConversionPlatform Channel Content
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SERP (Visibility) KPIs
● # Indexed URLs
● Ranking URLs (Mobile & Desktop)
○ # of URLs ranking ≤ 10
○ # of URLs ranking ≤ 3
○ # of URLs ranking = 1
● Avg. Unique Ranking Keywords per URL
● Ranking Trend (By Page Type)
○ Desktop Rankings by Position Group
○ Mobile Rankings by Position Group
● Rank Performance = Unique Keyword Count / Organic Search
Sessions
ConversionPlatform Channel Content
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SERP (Performance) KPIs
● CTR by Page Type
● % Rewritten Titles
● Rich Snippet Competition = % Queries we have Rich Snippets /
% Queries with Rich Snippets
ConversionPlatform Channel Content
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Organic Search Traffic KPIs
● Organic Search Contribution = New Organic Search Sessions /
Total New Sessions
● Branded Queries = Branded Organic Search Sessions / Total
Organic Search Sessions
ConversionPlatform Channel Content
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Referring Sources KPIs
● Bounce Rate
● Avg. Session
● Avg. Page/Session
● Shares & Links Per 1k Visits *
○ Unique Visits / (Shares + Links)
● Return Visitor Ratio Over Time *
○ Total Visitor Sessions / # Returning Visitors
ConversionPlatform Channel Content
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Conversion
● Event Triggers
● Goal Conversion Rate
○ Requests
○ Newsletter Signup
○ Contact Submissions
● eCommerce
○ Add to Cart Rate
○ Cart/Checkout Abandonment Rate
○ Conversion Rate
○ AOV
ConversionPlatform Channel Content
$
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@Rob’s Keyword Research Grid
Branded Keywords
(Company Name, Product Names,
Trademarks, Executive Staff)
Offering Keywords
(Generic Product/Service Names/Cause)
Topical Keywords
(Related to but not specific to a
cause/service/product)
Customer/Lifestyle Keywords
(Result of product/service or words
which describe the consumer)
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Answer these questions:
1. What words would be used to refer to my brand?
2. What words would people use to request my
product or service?
3. If my product/service is the answer, what is the
question?
4. Who would ask the question? What is valuable to
them?
89. @Rob Bertholf
Branded Keywords: Identify
Question: What words would be used to refer to
my brand?
Identify words which could only be associated
with your brand (e.g. trademarks, product names,
executives, etc.). Could be customer service
related or brand reputation mngmt.
90. @Rob Bertholf
Branded Keywords: Listen
Set keyword alerts for these words in:
● Google Search/Alerts
● Keyword/Hashtag Search
○ socialmention.com
○ search.twitter.com
○ iconosquare.com
91. @Rob Bertholf
Respond & Reward
Know when your brand is mentioned!
Respond to customer service items, reward
positive word of mouth & advocate mentions.
94. @Rob Bertholf
Research target keyword/phrases
● Write down what you think people would
search for (these will typically be
technical/industry insider terms)
● Ask your friends & customers what they would
type in to find your product/service, write these
down. (Laymen terms)
● Research what words your competitors use
96. @Rob Bertholf
#PROTIP: Revisit your words!
Learn from web analytic data to determine
which words are most effective.
● Check Organic Keyword Traffic
○ Volume
○ Conversion
97. @Rob Bertholf
Ensure keywords are in content
Ensure the words are found in your website
content and page titles. If deficient consider
building a page of content to support the
keyword.
100. @Rob Bertholf
Identify relevant content
Identify topics relevant to your product/service:
● Frequent questions in your space
● Provide a solution to solve a problem
● Trending/Relevant Hashtags
101. @Rob Bertholf
Create & Tag your content
Create topical content which is relevant, timely
and interesting for your customers.
● Blog posts
○ Share them with #hashtags
● Social posts
○ Caption this, fill in the blank, etc.
103. @Rob Bertholf
Identify relevant content
Identify: Who would ask the question (from last
step) ...or simply who is your target customer?
What other type of content (relevant to your brand)
would they be interested in?
104. @Rob Bertholf
Identify relevant content
Find content that is relevant to your customers.
● News articles
● Blog posts
● Social media posts
105. @Rob Bertholf
Curate relevant content
Share the curated content relevant to your
customers through your social networks.
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Branded Keywords
● Nike
● Nike Flex
Industry (Product/Service) Keywords
● Running Shoes
● Trail Running Shoes
● Good/Best Running Shoes
● Jogging Shoes
● Running Trainers
Topical Keywords
(# ways to…, # top…, etc.)
● Choosing the right running shoe
● Warm up exercises
● Understanding your foot type
● Running trails at {location}
● Playlists for when running
Customer Keywords
● Health
○ Diets for runners
○ Breathing exercises
● Fitness
○ Workout routines
○ Water bottles on the go
● Lifestyle
○ Clothing / Accessories
○ Playlists
Example: Nike Running Shoe