When it comes to SEO strategy, there are so many metrics you can be looking at but it’s only helpful when you know which ones you NEED to be looking at, in order to move the bottom line. In this deck we cover the metrics that matter and discernment in selecting said metrics eliminating or removing reliance on the metrics that do not matter. Access the full webinar recording and show notes: https://97thfloor.com/blog/seo-metrics-that-matter-webinar/

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WEBINAR: EPISODE 03
SEO Metrics:
Which SEO metrics matter and which don’t
WITH: PJ HOWLAND

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Motion
Graphics
Analytics
PPC
Content
Marketing
Reputation
Management
Copywriting
SEO &
Technical
On-Page
Audits
CRO
SMM
Development
UX Design
Email
Marketing
Video
Production
Graphic
Design

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Digital Marketing

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...strategy and process
that connect
advertisers with their
audiences across
digital channels.

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...generates 3 times as
many leads as
traditional outbound
marketing, but cost
62% less.

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What it is not...
● Tutorial on Search Engine Optimization
● Metric tracking and setup

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Strategies, not specifics.

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PJ Howland
Enterprise Campaign Manager
/pjhowland
@askPJHowland

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SEO campaigns need proper tracking techniques

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“Measure what can be measured, and make
measurable what cannot be measured.”
― Galileo Galilei

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“Awesome increase this year.”

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“What caused the increase?”

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“Well…”

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“Well… Campaigns...”

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“Well… Campaigns...”
● Links
● New content
● Keyword movement

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“Well… Campaigns… And metrics.”
● Links
● New content
● Keyword movement

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● Links
● New content
● Keyword movement
“Well… Campaigns… And metrics.”
Link-building
campaign
Launched
resource hub
4/5 focus KWs
moved to spots 1-3

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Macro Metrics
● Traffic
● Revenue
● Conversions

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Micro metrics move the macro
metrics. Track and influence micro
metrics to hit macro results.

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Micro Metric Categories
● Keywords
● Off-page
● Content

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Before I get started...

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Before I get started...
● I err on the side of measuring more

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Before I get started...
● I err on the side of measuring more
● I realize that different circumstances require different metrics

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Before I get started...
● I err on the side of measuring more
● I realize that different circumstances require different metrics
● I’m not capturing every metric out there

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Before I get started...
● I err on the side of measuring more
● I realize that different circumstances require different metrics
● I’m not capturing every metric out there
● I’m not covering every tool

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Keyword Metrics

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Keyword Metrics
● Rankings
● Featured snippets
● Estimated organic traffic
● Total ranking keywords
● Top organic keywords
● Keyword movements
● Keyword metrics
○ Volume
○ Difficulty
○ CPC
● Results in SERP

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Keyword Metrics
● Rankings
● Featured snippets
● Estimated organic traffic
● Total ranking keywords
● Top organic keywords
● Keyword movements
● Keyword metrics
○ Volume
○ Difficulty
○ CPC
● Results in SERP

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Keyword Metrics
● Rankings - useful for micro-goals, careful not to set too many KW goals
● Featured snippets - a must for this exciting time in SEO
● Estimated organic traffic - GA is preferred, but useful for comp research
● Total ranking keywords - snapshot at site, page, or subfolder performance
● Top organic keywords - snapshot at top keywords, can be segmented
● Keyword movements - too sporadic, measure weekly/monthly/quarterly
● Keyword metrics
○ Volume - a metric that’s here to stay
○ Difficulty - validation for needed resources to capture keywords
○ CPC - indicator for quality of KW and user interaction
● Results in SERP - vanity metric

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Off-Page Metrics

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Off-Page Metrics
● Referring domains
● Referring pages
● Backlinks
● Backlink type
● Follow and nofollow
● CTLD distribution
● Anchor text

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Off-Page Metrics
● Referring domains
● Referring pages
● Backlinks
● Backlink type
● Follow and nofollow
● CTLD distribution
● Anchor text

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Off-Page Metrics
● Referring domains - maybe the most important off-page metric
● Referring pages - useful to track net references
● Backlinks - a must for any SEO campaign
● Backlink type - potential for competitive research, but not success metrics
● Follow and nofollow - don’t go down the rabbit hole here, snapshot level
● CTLD distribution - useful for analysis when site health is in jeopardy
● Anchor text - Need to always keep an eye

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Content Metrics

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Content Metrics
● Deliverables produced
● Top pages
● Site sectional metrics
● Estimated organic traffic
● Ranking keywords
● Social shares
● Backlinks

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Content Metrics
● Deliverables produced
● Top pages
● Site sectional metrics
● Estimated organic traffic
● Ranking keywords
● Social shares
● Backlinks

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Content Metrics
● Deliverables produced - rarely, if ever, should this be a success metric
● Top pages - indicator of rising content
● Site sectional metrics - validation for areas of focus on the site
● Estimated organic traffic - better metric than ‘page authority’ or ‘URL rating’
● Ranking keywords - indicator of on-page success for published posts
● Social shares - not critical to SEO success, can indirectly affect other metrics
● Backlinks - critical for single-page SEO success (as well as site-wide)

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Takeaway

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Turn attention to past
content and
retroactively update
posts for new SEO wins.

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Decline in organic traffic and ranking KWs

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Homepage clearly dominates organic traffic

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Most of top keywords are branded, not content

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Backlink profile is healthy

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Backlink profile is healthy

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I would start by analyzing
subfolder by subfolder (i.e.
/recipes-home/ or /blog/
etc.) to identify lowest
hanging fruit.

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Knowing what metrics matter
influences the work. Measure what’s
needed and understand what’s not.
Summarization

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WEBINAR: EPISODE 03
SEO Metrics:
Which SEO metrics matter and which don’t
WITH: PJ HOWLAND

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WEBINAR: EPISODE 04
Spam:
Block spam traffic efficiently
with Google Analytics
WITH: BARRETT DASTRUP
May 9
1:00 pm MST

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up@97thfloor.com

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