This document provides an overview of SEO performance measurement and monitoring tools. It begins with an agenda for an analytics roundtable in Zurich on SEO. Then it covers how search engines work through crawling, indexing, and ranking websites. It describes the SEO process, including off-site analysis, on-site audits, and continuous optimizations. Key SEO metrics are discussed like traffic sources, keyword rankings, and backlinks. Finally, it examines the SEO monitoring tools Moz, Searchmetrics, and Hoosh, comparing their features, prices, and pros and cons.

1. Analytics Roundtable Zurich

2. • Name
• Workplace
• Current Analytics Issue
Introduction

3. Amazee Metrics AG / Förrlibuckstr. 30 / 8005 Zürich / christina.meyer@amazeemetrics.com
Christina Meyer, 19.11.2014
SEO Performance Measurement
Analytics Roundtable

4. Agenda
4
1 Introduction SEO
5 Monitoring Tools
3
4
SEO Process
SEO KPIs
2 How a Search Engine Works

5. 1. Introduction Search Engine
Optimization (SEO)

6. Market Shares of Search Engines: U.S.
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6

7. Market Shares of Search Engines: Switzerland
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7

8. Organic Results vs AdWords
8
Paid Search
Results:
AdWords
Organic
Search
Results:
Paid Search
Results:
AdWords

9. What we click on
www.seoresearcher.com
9

10. What we prefer
EyeTracking Study by Did-it, Enquiro and Eyetools, iProspect, Search Engine Behavior Study, Enquiro, MarketingSherpa
62%
only check the results
on first page.
76%
prefer to click on
organic results than
AdWords.
Attention organic results:
1. Result: 100%
2. Result: 100%
3. Result: 100%
4. Result: 85%
5. Result: 60%
6. Result: 50%
7. Result: 50%
8. Result: 30%
9. Result: 30%
10. Result: 20%
10

11. 2. How a Search Engine Works

12. How Does a Search Engine Work?
1. Crawling
2. Indexing
3. Ranking

13. Crawling
• Spiders/Bots looking for
content.
• Goal: Find all websites in
the world.

14. Indexing
• After crawling search engines index
the websites and their content.
• Websites and their content are
indexed and rated based on keywords.

15. Ranking
• Search engines compare
websites and rank them based
on topic and relevance.

16. What Are Ranking Factors?
16
Criteria to rate the topic and relevance of a website and use this
to perform a ranking among the websites.

17. Ranking Factors 2014 for Germany
http://www.searchmetrics.com/de/knowledge-base/ranking-faktoren/
17

18. Most Important Ranking Factors 2014
18

19. 3. SEO Process

20. SEO Tasks
20

21. SEO Process:
1. Off-Site Analysis
• Keyword analysis
• Competitive analysis
• Link analysis
• Social media strategy
• International/multilingual SEO strategy
1. Step:
Off-Site
Analysis
2. Step:
On-Site
Audit
3. Step:
Continuous
Optimizations
Goal:
• Relevant SEO Keywords
• Definition SEO Strategy
21

22. SEO Process:
2. On-Site Audit
1. Step:
Off-Site
Analysis
2. Step:
On-Site
Audit
3. Step:
Continuous
Optimizations
• Technical Audit
• Mobile Audit
• Indexing Audit
• Usability Quick Check
Goal: Analysis and recommendations technical SEO implementation
22

23. SEO Process:
3. Continuous Optimizations
• Technical Improvements
• Content Improvements
• Link Building
1. Step:
Off-Site
Analysis
2. Step:
On-Site
Audit
3. Step:
Continuous
Optimizations
Goal:
Increase Ranking Positions:
• Sustainable SEO efforts needs at least 4 - 6 months.
• The more effort invested, the faster the visible results.
23

24. 4. SEO KPIs

25. SEO KPIs
25
1 Traffic sources
3 Quantity and quality of backlinks
2 Keyword rankings
Monthly measurement of

26. 1. Traffic Sources
• Comparing the number of sessions from search engines to the other
traffic sources.
• Tool: Analytics tool like Google Analytics, Adobe Analytics etc.
26

27. 2. Ranking Positions
• Ranking positions for the defined branded and non-branded
keywords
• Tool: SEO tools like Moz or Searchmetrics
27
Keyword Ranking September Ranking October Difference
Search Engine Marketing Not in Top 50 30 -20
Search Engine Optimization 45 20 -25

28. 3. Quantity and Quality of Links: Domain Authority
• The relevance of websites is
defined based on their link
structure.
• The more links, the highter the
popularity and the relevance.
• Not only quantity is important
but also quality.
28

29. 3. Quantity and Quality of Links: Link Metrics
• Development of the link metrics over time.
• Tool: Moz
29
KPI September October Difference
Domain Authority 23 25 2
Domain MozRank 3.5 5.12 1.62
Domain MozTrust 3.59 4.95 1.36
External Links 119 141 22
Linking Root Domains 28 34 6
Domain Diversity 23.53% 24.11% 0.58%
Overall score
Quality metrics
Quantity of backlinks

30. 5. Monitoring Tools

31. Monitoring Tools
31
Tool Origin
Price
(starts at
monthly cost of)
SEO /
AdWords
Services
Moz U.S. USD 99 SEO
Keyword rankings,
backlink analysis, on-page
optimization
Searchmetrics Germany EUR 825
SEO,
AdWords
Keyword rankings,
backlink analysis, on-page
optimization
Hoosh Switzerland EUR 199
SEO,
AdWords
Search engine visibility

32. Moz: Keyword Rankings Overview
32

33. Moz: Keyword Rankings per Keyword
33
Aggregated rankings per week or per month.

34. Moz: Competitive Analysis
34

35. Moz Pros and Cons
35
Pros Cons
Affordable (USD 99 per month) No overall SEO visibility
Ranking position per keyword Too detailed for management level
Comparable link metrics (fixed scale) Does not suggest benchmarks
Setting up and scheduling of custom
reports
No monetary value of organic search
Data for on-page and content
optimization
Support only by e-mail and with a delay
due to different time zones (U.S.)
Easy to use and very well documented
Affordable tool for detailed insights.
Suitable for SEO professionals but not for management level.

36. Searchmetrics: Market Share
36
Market share of Top 10 or of the defined benchmarks

37. Searchmetrics: Traffic Value
37
Value of the visitors from search engines, calculated based on the CPC
value that would have to be paid to acquire these visitors with paid
search (AdWords).

38. Searchmetrics: SEO Visibility
38
SEO visibility over time of the defined benchmarks

39. Searchmetrics: Position Spread
39
Spread of keyword ranking positions compared to the defined benchmarks.

40. Searchmetrics: SEO Visibility per Country
40

41. Searchmetrics: Social Visibility
41

42. Searchmetrics Pros and Cons
42
Pros Cons
Overall SEO visibility Very expensive (from EUR 825 per month)
Ranking position per keyword Some experience needed for efficient
usageTop 10 benchmarks
Monetary value of organic search Visibility score and backlink metrics only
meaningful in comparison with
competitors (no fixed scale)
Setting up and scheduling of custom
reports
Data for on-page and content
optimization
Telephone and e-mail support in German
Very powerful tool if sufficient budget available.
Suitable for both SEO professionals and management reports.

43. Hoosh: Search Engine Visibility
43
Share of search over time, organic search and/or AdWords.

44. Hoosh: Winners and Losers
44
Winners and losers in total search engine visibility: organic search and AdWords.

45. Hoosh: Category Top 100
45
Category Top 100 in total search engine visibility: organic search and AdWords.
Organic Rank AdWords Rank

46. Hoosh Pros and Cons
46
Pros Cons
Affordable (EUR 199 per month)
No ranking position per keyword (but
visibility graph per keyword)
Overall SEO and AdWords visibility No backlink data
Top 100 benchmarks
No information for on-page and content
optimization
Very easy to use No monetary value of organic search
Telephone and e-mail support in English No custom reports or repots scheduling
Affordable tool providing a good overview.
Suitable for marketing professionals and managers who do not have
time to go into the details.

47. Questions?
47