Lewis ginter presentation

© 2018 Workshop Digital, LLC All Rights Reserved. 1
SEO, ROI, & Measurement

© 2018 Workshop Digital, LLC All Rights Reserved.
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About Me: The Man, The Myth, The Presenter
Workshop Digital Analyst
since 2015
Senior SEO Analyst
Omega Studios graduate
Pro-Tools Certified Operator
Former Audio Engineer
B.S. in Economics
Graduate of VCU’s School of
Business

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Agenda
What is SEO?
How does SEO differ from other forms of Digital Marketing?
How does that difference impact measuring ROI?
Establishing a Measurement Plan
Identifying Success
Monitoring Progress

What is SEO?

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SEO: Search Engine Optimization
Search Engine Optimization is the practice of increasing the quantity and
quality of traffic to your website through organic search engine results
What is SEO?

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Technical On Page Off Page
What is SEO?

What is SEO?
Technical SEO
Local
Ensure accurate local citations from authoritative local
directories to provide 3rd party corroboration of data
accuracy to ensure accurate local results
Site Architecture
Ensuring easily understandable site navigation and
architecture for enhanced user experience and to aid
crawlers in efficiently processing a website
Structured Data
Providing granular information to search engines to further
understand what a websites relation is to a brand, product,
and consumer
Meta Tags
Keyword targeted descriptors to help search engines better
match a site to relevant user queries

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What is SEO?
On Page SEO
Internal links & consolidation of authority
Content Analysis
Header and hierarchical structuring
Keyword Research
On Page
Content
Header Tags
Internal
Links
How are people using search engines to find what they’re
looking for? How frequently do they use these words?
How well do we cater our content to what searchers are
looking for? Is there room for improvement?
Are all content elements on the site organized in a logical
way for both search engines and users?
Can users easily flow to our most important pages from
auxiliary pages?

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Send some emails!
Identify relevant content or materials
Identify key influencer of the site
Identify authoritative influencers
What is SEO?
Off Page SEO

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What is SEO?
Keyword Average Monthly Search Volume
Botanical Garden 20,000
Botanical Gardens near me 1,100
APGA 1,400
Public Gardens 500
National Gardening Association 1,300
Public Park 1,500
American Public Gardens Association 1,100
Public Park Near Me 1,000

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How does SEO differ from other forms
of Search Engine Marketing?

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SEO vs PPC
Pay Per Click Ads
Organic Results

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● Long lag time between work
completed and results
● No sophisticated targeting
system
● Not 100% Google Supported
● Largely content based
● Pay to Play
● Instant traffic source
● Advanced targeting methods
● Ad-based traffic generation
Pay Per Click Organic Search
● Utilizes Search
Engines
● Builds traffic to
your site

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How does that difference
impact measuring ROI?

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AdWords
Easily tie clicks to sales
Easy to analyze cost to conversion
Easily tie clicks to dollars
Instant budget reports available

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Verify Google Search
Console
Link Analytics to CRM
if possible
Determine Success
Metrics
Create a measurable
business oriented goal
Install Google
Analytics

Install Google
Analytics
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Install Google Analytics

<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,'script','https://www.google-analytics.com/analytics.js','ga');
ga('create', 'UA-XXXXX-Y', 'auto');
ga('send', 'pageview');
</script>

Allows for actual measurement and analysis
Provides in depth web analytics
Easy to install
Free from Google
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Console
Install Google
Analytics
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Verify Google Search Console
Free!! Only source of data right from Google Search
Easy verification process Links with most Google products
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Console
if possible
Install Google
Analytics
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May not work with Search Console
Track website success with business success
Different for all CRMs
Close measurement loop
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Console
if possible
Determine Success
Metrics
Install Google
Analytics
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Step 1: Define Purpose of Site
eCommerce
Measurable Outcome:
Products Sold
Lead
Generation
Content
Publishing
Online Information or
Support
Branding
Measurable Outcome:
Contact Information for
Sales Prospects
Measurable Outcome:
Ads shown to Visitors
Measurable Outcome:
Drive Awareness &
Engagement
Measurable Outcome:
Help Customers Find
Information
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Step 2: Identify Macro Metrics of Success
Required Tools
Phone calls
Form Fills
Document Downloads
Membership Purchases
Account Creation
Ticket Purchases
Membership Signup
Actions that demonstrate Business Value
Call Tracking Platform
83%
Form submission tracking
73%
83%
Google Analytics

Step 3: Identify Micro Metrics of Success
Required Tools
Sessions
Pageviews
Direction requests
Low bounce rates
High time on page
Actions that demonstrate website value
83%
73%
83%
Google Analytics
60%
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Tying Macro Metrics to Dollars
Define Goal Utilize Google Analytics Goal Completions Determine Tracking Methodology Assign Dollar Value
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Console
if possible
Determine Success
Metrics
Create a measurable
business oriented goal
Install Google
Analytics
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Create Measurable Business Goals
Pre-Campaign
Understandable
Does everyone
understand the
importance of the goal?
Manageable
Is this a goal that
can be reasonably
managed?
Beneficial
Does this actually
positively impact the
business?
Doable
Can it actually be
done?
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Website goals must ladder up to
Business Goals
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Leading Indicators of Success

Metrics Specific to Traffic
Tools Required: Google Analytics
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Total Sessions
What is it?
A single visit to your website, consisting of one or
more page views, events, or other interactions.
Where is it?
Google Analytics:
Behavior -> Site Content -> Landing Pages
What does it mean?
Correlates with increases in keyword rankings
Leading indicator of traffic growth
Identifies the most and least successful sections of a
website

Can correlate with keyword ranking growth for high keywords
Helps to demonstrate where friction lies for a user between
entrance and conversion
Allows us to view success of a site by particular sections
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What is it?
The first page a user reaches when they arrive
to a website
Where is it?
Google Analytics:
Behavior -> Site Content -> All Pages Report
Utilize the Advanced Filter and Regular Expressions
to further segment by landing page
What does it
mean?
Entrances to Key Pages

Demonstrates growth in local markets
Influences external marketing efforts by showing key
markets
Correlates to success in Local SEO growth
Reveals most profitable location
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What is it?
A breakdown of which geographic location generates
the most sessions to your website
Where is it?
Google Analytics:
Audience -> Geo -> Location
Optional: Location -> Cities
What does it mean?
Sessions from Key Markets

Metrics Specific to Engagement
Tools Required: Google Analytics
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Suggestive of errors on pages
Indicative significantly engaged audience
Contextually based
What is it?
The percentage of sessions with a single page view.
Where is it?
Google Analytics:
Audience -> Overview
What does it mean?
Bounce Rate

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Demonstrative of actual engagement of users with website
Can assist in demonstrating need to adjust content or
redesign website
Can be used in combination with other metrics to determine
where users find friction in the conversion funnel
What is it?
The average of pages viewed per session by a user
Google Analytics:
Where is it?
What does it mean?
Pages Viewed Per Session

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Demonstrative of most viewed pages
Helps to reveal gap between page popularity and conversions
generated
Provides insight into CRO decisions
Helps to demonstrate overall engagement of users
What is it?
Number of times a page has been seen within a
session
Where is it?
Google Analytics:
What does it mean?
Pageviews

Google Analytics:
Conversions-> Goals -> Overview
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Demonstrates overall business impact of a website
Best metric available for tying a websites users to
revenue generated
Segmentable by source, assisting in identifying
channel ROI
What is it?
The most important metric in identify success
Demonstrates what, and how, users are engaging with your
business
Where is it?
What does it mean?
Conversions

Metrics Specific to SEO
Tools Required: Google Search Console, a Keyword Rank Tracker
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Google Search Console:
Search Analytics
A soft indicator of organic growth
Growth in total keywords indicates further
understanding from Google for the website
What is it?
The total number of keywords a site receives clicks or
impressions from
Where is it?
What does it mean?
1-10 of 75
1-10 of 560
Keyword Universe

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Different by tool
Our Recommendation: STAT, Moz Rank Tracker, Ahrefs Rank
Tracker
Demonstrates organic success
Growth in keyword rankings is highly correlated with
a successful SEO engagement
What is it?
A figure that demonstrates that average growth in total tracked
keywords
Where is it?
What does it mean?
Keyword Rankings

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Monitoring Success

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Google Sheets Integration
Easily compare multiple properties
Substantially customizable
Automatable
Somewhat time consuming

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Google Dashboards
Simple to compare period vs period
Easy to set up
High level overview of critical metrics
Readily available in Google Analytics
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In Conclusion...

ROI is HARD but not impossible!
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Tools in Review

Google Analytics Google Search Console STAT Rank Tracker Ahrefs or Moz Rank Tracker
Google Dashboards Google Sheets Analytics
Add on
Callrail Call Tracking
Tools in Review
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Additional Reading
AlternativeAnalytic Platforms Digital Marketing Tools Google Sheets Analytics Add On
Tips
Web Analytics 101: Avinash Kaushik Using Google Dashboards
This Presentation can be found at:
https://workshopdigital.com/apga-webinar/
Part 1: Analytics & Sheets
Part 2: Analytics & Sheets
Workshop Digital Marketing BlogYour Free Google Analytics
Custom Dashboard
Your Free Google Analytics
Reporting Sheet
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Thank you!

Lewis ginter presentation

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