Rob Bertholf, an SEO expert and educator, emphasizes the importance of measuring SEO effectiveness and aligning strategies with search engine functionality. The document outlines actionable tasks to enhance organic search performance, focusing on content optimization, user experience, and performance metrics. Bertholf also discusses key performance indicators (KPIs) to track SEO success and highlights the need for organizations to demystify SEO reporting for better decision-making.

1. @Rob Bertholf
SEO Analysis & KPI
Tracking __
@Rob on...

2. @Rob Bertholf
WiFi Access
Login:
________
Password:
________

3. @Rob Bertholf
@Rob
HELLOmy name is

4. @Rob Bertholf
@Rob’s Experience

5. @Rob Bertholf
@Rob’s Geek Cred
@Rob
WordPress
Plugin
Developer
<>
#IRC Operator
@Zeppo
Former
Board of
Directors
Information Management
Staff Sergeant
US Air Force
Software as a Service
Architect / Growth Hacker
CC Creative
Commons
Contributor
Wikipedia
Editor
PATENT APPLICATION
#US20060294199
Systems &
Methods for a
Standard Web
Platform

6. @Rob Bertholf
Search Engine Optimization Expert
Google Search Engine Optimization Expert
@Rob Bertholf | Search Engine Optimization Expert
rob.bertholf.com
Hi, I’m @Rob on Twitter. California guy living in
Honolulu, Hawaii the last 10 years. I teach at
University of Hawaii’s PNM program and I am
passionate about Development, Social Marketing
Strategy, Web Analytics & Conversion optimization.
Search engine optimization - Wikipedia
en.wikipedia.org/wiki/Search_engine_optimization
About 22,500,000 Results

7. @Rob Bertholf
Get Social! #UHPNM
Pacific New Media
@pacificnewmedia
Follow @PacificNewMedia
Excited to speak at #Clarity15
on #SEO #KPI’s & Reporting!
Rob Bertholf
@Rob
Follow @Rob
Excited to speak at #UHPNM
on #SEO & #ContentMarketing!

8. @Rob Bertholf
Introductions
:)
HELLOyour name is
1) Name
2) Industry
3) Takeaway

9. @Rob Bertholf
Measuring Results
https://moz.com/beginners-guide-to-seo/measuri
ng-and-tracking-success

10. @Rob Bertholf
Executive Leadership
gets the WHY, not
always the HOW
to measure it

11. @Rob Bertholf
Contribute to a
smarter organization.
Remove the
“Voodoo”
& demystify SEO
reporting (in 2 steps)

12. @Rob Bertholf
Think of Search
Engines like a
Hotel Concierge
Step 1:

13. @Rob Bertholf
Google is a concierge
● Like a concierge, the role of a search engine is to help
a visitor find what they are looking for
● The search engine finds the most relevant results
with the best visitor experience based on the user's
intent
● If Google does not deliver answers we stop using
them and their ad revenue dries up
● Our interests are aligned!

14. @Rob Bertholf
If it’s good for Humans,
it’s good for Robots
(or Search Engines)

15. @Rob Bertholf
Place less emphasis
on factors we cannot
directly control!
Step 2:

16. @Rob Bertholf
Gain ROI by
focusing efforts
on what we can
directly impact

17. @Rob Bertholf
Visualize Organic
Search Factors
Domain
Authority
SERP
Performance
Content
Performance
Revenue
Conversion
Performance

18. @Rob Bertholf
Be an organic search
factors storyteller!

19. @Rob Bertholf
$
$ $
Organic
Search
Revenue
Organic
Ad
Revenue
Product
Costs
SEO Team
Operating
Costs
Organic Search Profit ≈
Ads by Google
Lorem Ipsum
Dolor sit amet, conse ctetur ad
ipiscing tiam lacinia quam et.
http://example.com
Nullam nec porttitor
Interdum tortor vitae nisi egest
as gravid convallis aliquam.
http://example.com

20. @Rob Bertholf
Actionable Tasks
● Minimize operating costs
○ Work smart with automation
● Determine appropriate software licenses
● Consider leveraging content for additional
revenue streams

21. @Rob Bertholf
$
Organic
Search
Orders
Organic
Search
Traffic
Average
Order Value
Google
AOV
Conversion
Rate
Bounce
Rate
Organic Search Revenue
≈

22. @Rob Bertholf
Actionable Tasks
● Revisit landing page content & formatting
● Clear calls to action / micro-actions
● Increase AOV through upsells & strategic
product focus

23. @Rob Bertholf
Impressions Search
Demand
Click Through
Rate
Keyword
Ranking
Organic Search Traffic ≈

24. @Rob Bertholf
Actionable Tasks
● Target variety of queries with varying search
demand & competition (short & long term
targets)
● Improve title & meta description to be more eye
catching with call to action

25. @Rob Bertholf
Relevance Trust Performance
Keyword Ranking ≈

26. @Rob Bertholf
Relevance ≈
Intent
Matching
Keyword
Matching
QDF/
QDD
Device
Friendly

27. @Rob Bertholf
Actionable Tasks
● Ensure keywords are found in content
● Ensure query intent is satisfied (don’t let them
leave hungry)
● Ensure site is responsive
● Optimize for multiple content types (images,
video, etc.)
● Add & update content frequently

28. @Rob Bertholf
Performance ≈
Relative
CTR
Return
Rates
Usage
Signals
Stickiness
(Bounce/Pogo)

29. @Rob Bertholf
Actionable Tasks
● Nullify competitive advantage (content & titles)
○ (History)
● Ensure content experience is optimal
● Create compelling content to engage visitors
● Leverage email to bring return visitors

30. @Rob Bertholf
Trust ≈
Page
Authority
Link
Signals
Social
Signals
Domain
Security

31. @Rob Bertholf
Actionable Tasks
● Monitor site for malware/hijacking
● Improve site speed & optimize delivery
● Make it easy to share content
● Actively promote/market content
● Attract links from other websites

32. @Rob Bertholf
Page Authority ≈
Domain
Authority
Internal
Links
Page
Authority
Outbound
Links
Internal Links
*Oversimplified
External Links

33. @Rob Bertholf
Actionable Tasks
● Improve internal linking through the navigation,
HTML sitemaps, dynamic link modules and
more.
● Grow inbound links through quality content,
asset buildout, content marketing and
validation tactics.

34. @Rob Bertholf via @RandFishkin #MozCon 2015
Keyword Targeting
Quality & Uniqueness
Crawl/Bot Friendly
Snippet Optimization
UX / Multi-Device
Relative CTR
Short vs. Long-Click
Content Gap Fulfillment
Amplification & Return Rates
Task Completion Success
Searcher OutputsRanking Inputs

35. @Rob Bertholf
Use Formula to Find
Opportunity
$$$

36. @Rob Bertholf
Domain
Authority
PageRank ° Moz Domain/Page Authority ° MozTrust
Indexation
SERP
Performance
Search Demand
Impressions ° Ranking
Click Through Rate
Content
Performance
Landing Page ° Organic Search Traffic
Bounce Rate ° Time on Site
Social Shares ° External & Internal Links
Revenue
Conversion
Performance
Organic eCommerce Revenue
Organic Ad Revenue

37. @Rob Bertholf
Actionable KPI’s
(We ARE in control!)

38. @Rob Bertholf
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

39. @Rob Bertholf
Architecture KPIs
● % of Broken Links
● # Missing Files/Images
● % with Title & Meta Description
● % Internally Linked Pages
ConversionPlatform Channel Content

40. @Rob Bertholf
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

41. @Rob Bertholf
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

42. @Rob Bertholf
SERP (Performance) KPIs
● CTR by Page Type
● % Rewritten Titles
● Rich Snippet Competition = % Queries we have Rich Snippets /
% Queries with Rich Snippets
ConversionPlatform Channel Content

43. @Rob Bertholf
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

44. @Rob Bertholf
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

45. @Rob Bertholf
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
$

46. @Rob Bertholf
Set your baselines
then move that
needle!

47. @Rob Bertholf
Pending Slides
● Google Search Console
● Bing Webmasters
● 3rd Party Tools
○ SEMRush
○ AHREFS
○ MOZ

48. @Rob Bertholf
Recap __

49. @Rob Bertholf
Questions?

50. @Rob Bertholf
Thank you!
@rob
rob@bertholf.com

51. @Rob Bertholf
What were your thoughts?
Please tweet:
“Just finished #SEO fundamentals course with
@Rob. It was _________”