Presentation given at Digital First 2014 on October 10th 2014. http://www.digitalfirst.be

1. How to measure the Return on
Investment of your SEO?
Digital First 2014
Universem - October 16th 2014

2. QUICK REMINDER: SEO VS SEA
SEA
SEO

3. • Keywords
analysis
• Content SEO
optimization
Content
Technical
• « Crawlers
friendly »
• Usage of tags
• Optimizations
• « Link building »
• Analogy to
« word of
mouth »
Popularity
3 SEO PILARS

4. Eat quickly… and badly !
Source: http://slimband.com/weight-loss-blog/eating-fast-increases-obesity-risk/

6. TAKE EAT EASY BUSINESS CASE
BB

7. THREE ROI MEASUREMENT PITFALLS REGARDING SEO
1. Do not confuse visits with ROI!
2. Traffic analysis & “not provided” issue
3. Take into account the full impact of SEO

8. I. VISITS VS ROI
“ I know half my advertising isn't working,
I just don't know which half. ”
William Lever
(1851-1925)
Before …

9.  Start by setting goals!
 Measure and optimize
 ROI on the Long-term is the key
I. VISITS VS ROI
Attract
visitors
Convert
Repeat
business
Optimize Measure

10. I. VISITS VS ROI  IMPACT ON THE BOTTOM LINE!
Define website goals that we measure and configure
 Contact
 Quote request
 Subscription to newsletter
 E-commerce transaction
 ...
Set the value for each of these goals!

11. I. WEB ANALYTICS TO ANALYZE SEO
 In terms of visits:
 Continuous increase
 SEO visits multiplied by 3 in 6 months
 More than 250 SEO visits/day on average

12. I. WEB ANALYTICS TO ANALYZE SEO
 In terms of revenues:
 SEO revenues increased to several tens of thousands €
 SEO Revenues multiplied by 6 !

14. II. BRANDING VS NON-BRANDING TRAFFIC
SEO Traffic
Non-
Branding
Smartphones TV Computer &
Multimedia
Branding
Gaming &
Entertainment

15. II. BRANDING VS NON-BRANDING TRAFFIC
Before…
« Not provided » issue Keyword Sessions Transactions Revenue
mediamarkt 4500 300 14.700 €
samsung smart TV 1700 100 4.335 €
xbox 360 1100 400 2.254 €
smartphone 1000 50 2100 €
iphone 5 900 200 8.660 €
And NOW … !
Keyword Sessions Transactions Revenue
(not provided) 9200 1050 32.049 €

16. II.« NOT PROVIDED » TRICK TO COMPENSATE
Keyword Landing page Sessions Transactions Revenue R per Visit
(not provided) / 4500 300 14.700 € 3,27 €
(not provided) /mcs/shop/samsung-smart-tv.html?langId=-29 1700 100 4.335 € 2,55 €
(not provided) /mcs/productlist/Xbox-360,98952,502854.html?langId=-29 1100 400 2.254 € 2,49€
(not provided) /mcs/productlist/Smartphone-%26-GSM,98952,509452.html?langId=-29 1000 50 2100 € 2,10 €
(not provided)
/mcs/product/APPLE-iPhone-5-16-GB-noir-(MD297NF-A),
98952,509453,659404.html?langId=-29 900 200 8.660 € 9,62 €
Trick to compensate
Keyword Sessions Transactions Revenue
(not provided) 9200 1050 32.049 €

17. III. MULTI-CHANNEL ATTRIBUTION MODELS
Which campaign drived the order?
Conversion !

18. III. MULTI-CHANNEL ATTRIBUTION MODELS
• Last Click Attribution model
0 €
0 €
100%
200 € 0% 0%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
1 2 3
(1)
(2)
(3)

19. III. MULTI-CHANNEL ATTRIBUTION MODELS
• Time Decay Attribution model
20%
30%
50%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
1 2 3
40 €
60 €
100 €
(1)
(2)
(3)

20. III. MULTI-CHANNEL ATTRIBUTION MODELS
• In practice, with a tool like Google Analytics:
Top Conversion Paths

21. III. MULTI-CHANNEL ATTRIBUTION MODELS
• In practice, with a tool like Google Analytics:
Assisted conversions

22. I. WEB ANALYTICS TO ANALYZE SEO
10000
9000
8000
7000
6000
5000
4000
3000
2000
1000
0
Visits
Monthly visits
SEO Branding
SEO Non-Branding

23. SUMMARY: ROI SEO ANALYSIS
20,000 €
18,000 €
16,000 €
14,000 €
12,000 €
10,000 €
8,000 €
6,000 €
4,000 €
2,000 €
- €
M 0 M+1 M+2 M+3 M+4 M+5 M+6
Revenues
Monthly SEO revenues
SEO Branding
SEO Non-Branding
 Investment: 8,000 €
 Additional revenues (non-branding):
41.445 €
 Margin (20%): 8289 €
 Already positive ROI !!

24. KEY TAKEAWAYS
1. Track ROI instead of rankings or visits
2. Don’t use last-click attribution model only!
3. Continuous improvements is the way to success
http://www.universem.be/DF.pdf

25. QUESTION TIME !
SÉBASTIEN FRANÇOIS
Partner & Operations Director
+32 (0) 81 713 430
contact@universem.be
Twitter: @universem