This document discusses SEO performance monitoring and metrics. It provides an overview of key SEO concepts like what SEO is, how it works by optimizing keyword and content, technical architecture, and popularity factors. It also outlines important metrics to measure like organic traffic, engagement, conversions, page load times, link popularity, click through rates, keyword rankings, and pages indexed. Measurement tools discussed include Google Analytics, Webmaster Tools, and Brightedge for monitoring SEO performance.

1. SEO Performance Monitoring

2. Agenda
SEO Basics
Metrics
Questions

3. What is SEO?

4. “SEO is the process of getting traffic from the ‘free,’
‘organic,’ ‘editorial’ or ‘natural’ listings on search
engines.”
Search Engine Land
4

5. Related Search
Popular search queries and
Image Search suggestions
Images of products and brand

6. How does SEO work?

7. Keyword &
Content
Technical
Architecture
Popularity
• Website settings
• Domain & URL usage
• Redirects
• Load Time
• Responsive Design
• Keyword consistency
across copy and HTML
• High code to copy
ratios
• HTML Tag usage
• Copy visibility
• Originality
• Link text on site and
offsite
• Number of links, likes
• Links from different IPs
• Domain extension
(.org, .edu, .gov)
What do Search Engines value?
1. 2. 3.

8. There are many things that affect ranking
User Signals
Social Signals
Backlinks
Technical Factors
Content Factors
Source: Search Metrics: http://www.searchmetrics.com/en/knowledge-base/ranking-factors/ 8

9. Content popularity is key
Social Signals
Source: Search Metrics: http://www.searchmetrics.com/en/knowledge-base/ranking-factors/ 9

10. Google has turned SEO upside
down over the years.
10

11. 11

12. 12

13. Are we coming to the end of SEO?
13

14. 14

15. Ultimately, good SEO is about
providing a good user experience and
compelling content.
15

16. Measurement

17. Tools you need access to
• Google Webmaster Tools
• Social Media Accounts
• Website Analytics (Google Analytics)
• SEO Platform (Brightedge)
17

18. Social Signals
18

19. 19

20. YouTube analytics
20

21. Brand Interest
21

22. 22 Source: Google Trends

23. Organic Traffic
23

24. 24

25. Organic Engagement
25

26. 26

27. Organic Conversions
27

28. 28

29. Page Load Time
29

30. Bad Load Time
=
Anything Greater Than 3 Seconds
30

31. Source: Aberdeen Group 31

32. Source: http://developers.google.com/speed/pagespeed/insights/ 32

33. Link Popularity
33

34. 34

35. Click Through Rate
35

36. 36

37. Keyword Rankings
37

38. 38

39. Pages in the Google Index
39

40. 40

41. Share of Voice
41

42. 42

43. Questions?

44. Thank You
FOR INTERNAL USE ONLY.
Any and all ideas, concepts and/or strategies, including trademarks or trade descriptions which are part of this presentation, are the sole property of Cramer-Krasselt and shall not be used without the
express written authorization of Cramer-Krasselt. © 2014 Cramer-Krasselt
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