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Festiwal SEO Katowice - May 2018
URL Funnel Optimisation:
How to get budget for SEO
Michal Magdziarz, Co-founder & CEO
DeepCrawl
@DeepCrawl
@magdziarz
FestiwalSEO
@magdziarz FestiwalSEO
THE DISCONNECT:
WHY ARE SEOs STILL FIGHTING FOR
BUDGET?
2
@magdziarz FestiwalSEO
THE EXECUTIVE LEADERSHIP TEAM
3
@_JHoff AdvancedSearchSummit 13
SEO HAT vs CEO HAT
4
vs.
⬣ Customer Acquisition Cost (CAC)
⬣ Customer Lifetime Value (CLTV)
⬣ LTV:CAC
⬣ Average Order Value (AOV)
⬣ Return On Investment (ROI)
@_JHoff AdvancedSearchSummit 13
TERMS THAT MAKE EXECUTIVES HAPPY
5
Brand Visibility & Market Share
Marketing ROI
The Bottom Line aka REVENUE
WHAT ARE THEY LOOKING FOR?
@magdziarz FestiwalSEO 6
@magdziarz FestiwalSEO
THE MARKET:
IT ALL JUST WENT NUTS?
7
WORLD WIDE WEB GROWTH
* source: http://www.internetlivestats.com/total-number-of-websites/#trend
8
Over 130 trillion pages
INTERNET USERS GROWTH
* source: https://ourworldindata.org/internet
SEMPO’S 2016 State of Search Industry Report
3,185,996,155
Internet Users
9
163,530 people with
SEO in their job title**:
● 23,789 from USA
● 7,247 from UK
INTERNET USERS GROWTH
* source: https://www.statista.com/statistics/269410/advertising-expenditure-for-seo-marketing/
** source: LinkedIn
Search engine optimization marketing spending in the United States
from 2008 to 2020 (in billion U.S. dollars)*
Over $79 billion
spend on SEO
(in USA only)
10
WORLD WIDE WEB COMPLEXITY GROWTH
Static
HTML
1991 1995 2005 2007 2009 2014 2015 2017
Mobile
Pages
Responsive
Design
Deep App
Linking
AMP &
Progressive
Web Apps
JS
Indexing
JS &
CSS
Technical
SEO
* source: https://www.fasthosts.co.uk/blog/websites/look-back-html5 11
TECHNICAL SEO HISTORY
HISTORY OF TECHNICAL SEO:
⬣ 1997 - [INDEXABILITY] PageRank
https://en.wikipedia.org/wiki/PageRank
⬣ 2005-06 - [INDEXABILITY] Sitemaps
https://web.archive.org/web/20050608015054/http://googleblog.blogspot.com/2005/06/webmaster-frien
dly.html
⬣ 2006-11 - [INDEXABILITY] 301 redirect
https://webmasters.googleblog.com/2006/11/number-of-pages-googlebot-crawls.html
⬣ 2007-03 - [INDEXABILITY] meta noindex/nofollow -
https://webmasters.googleblog.com/2007/03/using-robots-meta-tag.html
https://webmasters.googleblog.com/2007/12/answering-more-popular-picks-meta-tags.html (John Mueller)
⬣ 2007-05 - [STRUCTURED DATA] Universal Search
https://webmasters.googleblog.com/2007/05/taking-advantage-of-universal-search.html
⬣ 2009-02 - [INDEXABILITY] canonical tag -
https://webmasters.googleblog.com/2009/02/specify-your-canonical.html
12
TECHNICAL SEO HISTORY
HISTORY OF TECHNICAL SEO:
⬣ 2009-05 - [STRUCTURED DATA] Rich Snippets -
https://webmasters.googleblog.com/2009/05/introducing-rich-snippets.html
⬣ 2009-10 - [JAVASCRIPT] _escaped_fragment_ -
https://webmasters.googleblog.com/2009/10/proposal-for-making-ajax-crawlable.html
⬣ 2010-09 - [INDEXABILITY] hreflang -
https://webmasters.googleblog.com/2010/09/unifying-content-under-multilingual.html
⬣ 2011-09 - [INDAXABILITY] rel prev/next -
https://webmasters.googleblog.com/2011/09/pagination-with-relnext-and-relprev.html
⬣ 2011-12 - [MOBILE] Separate Mobile URLs
https://webmasters.googleblog.com/2011/12/introducing-smartphone-googlebot-mobile.html
⬣ 2012-05 - [STRUCTURED DATA] Google Knowledge Graph (entity-based search, or “things, not strings”)
https://search.googleblog.com/2012/05/introducing-knowledge-graph-things-not.html
⬣ 2013-12 - [MOBILE] Mobile: rel=alternate media / Vary: User-Agent -
https://webmasters.googleblog.com/2013/12/checklist-and-videos-for-mobile-website.html
13
HISTORY OF TECHNICAL SEO:
⬣ 2014-02/2016-01 - [MOBILE] AMP Pages -
https://www.ampproject.org/docs/fundamentals/discovery;
https://webmasters.googleblog.com/2016/01/amp-error-report-preview-in-search.html
⬣ 2015-02 - [MOBILE] Deep App Linking
https://webmasters.googleblog.com/2015/02/finding-more-mobile-friendly-search.html
⬣ 2015-10 - [MOBILE] Accelerated Mobile Pages
https://europe.googleblog.com/2015/10/introducing-accelerated-mobile-pages.html
⬣ 2015-10 - [JAVASCRIPT] intro of JS Render - depreciation of _escaped_fragment_
https://webmasters.googleblog.com/2015/10/deprecating-our-ajax-crawling-scheme.html
⬣ 2016-11 - [MOBILE] Progressive Web Apps -
https://webmasters.googleblog.com/2016/11/building-indexable-progressive-web-apps.html
⬣ 2018-01 - [MOBILE] Mobile Page Speed
https://webmasters.googleblog.com/2018/01/using-page-speed-in-mobile-search.html
⬣ 2018-03 - [MOBILE] Mobile First
https://webmasters.googleblog.com/2018/03/rolling-out-mobile-first-indexing.html
TECHNICAL SEO HISTORY
14
TECHNICAL SEO HISTORY
15
HISTORY OF TECHNICAL SEO:
⬣ 2018-05 - [JAVASCRIPT] Dynamic Rendering
https://www.youtube.com/watch?time_continue=1319&v=PFwUbgvpdaQ
WORLD WIDE WEB COMPLEXITY GROWTH
* source: https://www.keycdn.com/support/the-growth-of-web-page-size/
https://gigaom.com/2014/12/29/the-overweight-web-average-web-page-size-is-up-1
5-in-2014/
16
@magdziarz FestiwalSEO
THE FUNNEL:
VISUALIZE IT! THE POWER OF
DASHBOARDS
17
CONVERSION OPTIMISATION FUNNEL
18
URL OPTIMISATION FUNNEL
19
45K Pages with Visits
45K out od 1M (5%)
VIEW REPORT
Instant access to
report details
URL OPTIMISATION FUNNEL - TRENDS
20
URL OPTIMISATION FUNNEL - SEGMENTATION
21
NET REVENUE EQUATION: NEW PAGES
22
[#Added Pages with Visits] X [Visits per Page] X [Conversion
Rate] X [AOV] = Net Revenue Added
● Net Revenue Added = 21,500 x 5 x 1% x $249.00
= $267,675 / month
URL OPTIMISATION FUNNEL - MULTIPLE DOMAINS
INDEXATION
% of Valid Pages
UNIQUENESS
% of Unique
Pages
PERFORMANCE
% of Pages with
Impressions
MOBILITY
% of Mobile-first
ready Pages
PAGE SPEED
% of Fast Pages
(less than 1s)
VIEW REPORT
Instant access to
report details
23
URL OPTIMISATION FUNNEL - SEGMENTS
INDEXATION
% of Valid Pages
UNIQUENESS
% of Unique
Pages
PERFORMANCE
% of Pages with
Impressions
MOBILITY
% of Mobile-first
ready Pages
PAGE SPEED
% of Fast Pages
(less than 1s)
VIEW REPORT
Instant access to
report details
24
NET REVENUE EQUATION: NEW PAGES
25Source: https://www.branded3.com/site-speed-conversion-rate/
NET REVENUE EQUATION: IMPROVED CONVERSION
26
[Visits] X ([NEW Conversion Rate]-[OLD Conversion Rate]) X
[AOV] = Net Revenue Added
● Net Revenue Added = 121,500 x (1.9%-1.5%) x $249.00
= $121,014 / month
THANK YOU
Michal Magdziarz
Co-founder & CEO
DeepCrawl
@magdziarz
@deepcrawl
FestiwalSEO
27

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URL Funnel Optimisation: How to get budget for SEO - Michal Magdziarz, CEO, DeepCrawl

  • 1. Festiwal SEO Katowice - May 2018 URL Funnel Optimisation: How to get budget for SEO Michal Magdziarz, Co-founder & CEO DeepCrawl @DeepCrawl @magdziarz FestiwalSEO
  • 2. @magdziarz FestiwalSEO THE DISCONNECT: WHY ARE SEOs STILL FIGHTING FOR BUDGET? 2
  • 4. @_JHoff AdvancedSearchSummit 13 SEO HAT vs CEO HAT 4 vs.
  • 5. ⬣ Customer Acquisition Cost (CAC) ⬣ Customer Lifetime Value (CLTV) ⬣ LTV:CAC ⬣ Average Order Value (AOV) ⬣ Return On Investment (ROI) @_JHoff AdvancedSearchSummit 13 TERMS THAT MAKE EXECUTIVES HAPPY 5
  • 6. Brand Visibility & Market Share Marketing ROI The Bottom Line aka REVENUE WHAT ARE THEY LOOKING FOR? @magdziarz FestiwalSEO 6
  • 8. WORLD WIDE WEB GROWTH * source: http://www.internetlivestats.com/total-number-of-websites/#trend 8 Over 130 trillion pages
  • 9. INTERNET USERS GROWTH * source: https://ourworldindata.org/internet SEMPO’S 2016 State of Search Industry Report 3,185,996,155 Internet Users 9 163,530 people with SEO in their job title**: ● 23,789 from USA ● 7,247 from UK
  • 10. INTERNET USERS GROWTH * source: https://www.statista.com/statistics/269410/advertising-expenditure-for-seo-marketing/ ** source: LinkedIn Search engine optimization marketing spending in the United States from 2008 to 2020 (in billion U.S. dollars)* Over $79 billion spend on SEO (in USA only) 10
  • 11. WORLD WIDE WEB COMPLEXITY GROWTH Static HTML 1991 1995 2005 2007 2009 2014 2015 2017 Mobile Pages Responsive Design Deep App Linking AMP & Progressive Web Apps JS Indexing JS & CSS Technical SEO * source: https://www.fasthosts.co.uk/blog/websites/look-back-html5 11
  • 12. TECHNICAL SEO HISTORY HISTORY OF TECHNICAL SEO: ⬣ 1997 - [INDEXABILITY] PageRank https://en.wikipedia.org/wiki/PageRank ⬣ 2005-06 - [INDEXABILITY] Sitemaps https://web.archive.org/web/20050608015054/http://googleblog.blogspot.com/2005/06/webmaster-frien dly.html ⬣ 2006-11 - [INDEXABILITY] 301 redirect https://webmasters.googleblog.com/2006/11/number-of-pages-googlebot-crawls.html ⬣ 2007-03 - [INDEXABILITY] meta noindex/nofollow - https://webmasters.googleblog.com/2007/03/using-robots-meta-tag.html https://webmasters.googleblog.com/2007/12/answering-more-popular-picks-meta-tags.html (John Mueller) ⬣ 2007-05 - [STRUCTURED DATA] Universal Search https://webmasters.googleblog.com/2007/05/taking-advantage-of-universal-search.html ⬣ 2009-02 - [INDEXABILITY] canonical tag - https://webmasters.googleblog.com/2009/02/specify-your-canonical.html 12
  • 13. TECHNICAL SEO HISTORY HISTORY OF TECHNICAL SEO: ⬣ 2009-05 - [STRUCTURED DATA] Rich Snippets - https://webmasters.googleblog.com/2009/05/introducing-rich-snippets.html ⬣ 2009-10 - [JAVASCRIPT] _escaped_fragment_ - https://webmasters.googleblog.com/2009/10/proposal-for-making-ajax-crawlable.html ⬣ 2010-09 - [INDEXABILITY] hreflang - https://webmasters.googleblog.com/2010/09/unifying-content-under-multilingual.html ⬣ 2011-09 - [INDAXABILITY] rel prev/next - https://webmasters.googleblog.com/2011/09/pagination-with-relnext-and-relprev.html ⬣ 2011-12 - [MOBILE] Separate Mobile URLs https://webmasters.googleblog.com/2011/12/introducing-smartphone-googlebot-mobile.html ⬣ 2012-05 - [STRUCTURED DATA] Google Knowledge Graph (entity-based search, or “things, not strings”) https://search.googleblog.com/2012/05/introducing-knowledge-graph-things-not.html ⬣ 2013-12 - [MOBILE] Mobile: rel=alternate media / Vary: User-Agent - https://webmasters.googleblog.com/2013/12/checklist-and-videos-for-mobile-website.html 13
  • 14. HISTORY OF TECHNICAL SEO: ⬣ 2014-02/2016-01 - [MOBILE] AMP Pages - https://www.ampproject.org/docs/fundamentals/discovery; https://webmasters.googleblog.com/2016/01/amp-error-report-preview-in-search.html ⬣ 2015-02 - [MOBILE] Deep App Linking https://webmasters.googleblog.com/2015/02/finding-more-mobile-friendly-search.html ⬣ 2015-10 - [MOBILE] Accelerated Mobile Pages https://europe.googleblog.com/2015/10/introducing-accelerated-mobile-pages.html ⬣ 2015-10 - [JAVASCRIPT] intro of JS Render - depreciation of _escaped_fragment_ https://webmasters.googleblog.com/2015/10/deprecating-our-ajax-crawling-scheme.html ⬣ 2016-11 - [MOBILE] Progressive Web Apps - https://webmasters.googleblog.com/2016/11/building-indexable-progressive-web-apps.html ⬣ 2018-01 - [MOBILE] Mobile Page Speed https://webmasters.googleblog.com/2018/01/using-page-speed-in-mobile-search.html ⬣ 2018-03 - [MOBILE] Mobile First https://webmasters.googleblog.com/2018/03/rolling-out-mobile-first-indexing.html TECHNICAL SEO HISTORY 14
  • 15. TECHNICAL SEO HISTORY 15 HISTORY OF TECHNICAL SEO: ⬣ 2018-05 - [JAVASCRIPT] Dynamic Rendering https://www.youtube.com/watch?time_continue=1319&v=PFwUbgvpdaQ
  • 16. WORLD WIDE WEB COMPLEXITY GROWTH * source: https://www.keycdn.com/support/the-growth-of-web-page-size/ https://gigaom.com/2014/12/29/the-overweight-web-average-web-page-size-is-up-1 5-in-2014/ 16
  • 17. @magdziarz FestiwalSEO THE FUNNEL: VISUALIZE IT! THE POWER OF DASHBOARDS 17
  • 19. URL OPTIMISATION FUNNEL 19 45K Pages with Visits 45K out od 1M (5%) VIEW REPORT Instant access to report details
  • 20. URL OPTIMISATION FUNNEL - TRENDS 20
  • 21. URL OPTIMISATION FUNNEL - SEGMENTATION 21
  • 22. NET REVENUE EQUATION: NEW PAGES 22 [#Added Pages with Visits] X [Visits per Page] X [Conversion Rate] X [AOV] = Net Revenue Added ● Net Revenue Added = 21,500 x 5 x 1% x $249.00 = $267,675 / month
  • 23. URL OPTIMISATION FUNNEL - MULTIPLE DOMAINS INDEXATION % of Valid Pages UNIQUENESS % of Unique Pages PERFORMANCE % of Pages with Impressions MOBILITY % of Mobile-first ready Pages PAGE SPEED % of Fast Pages (less than 1s) VIEW REPORT Instant access to report details 23
  • 24. URL OPTIMISATION FUNNEL - SEGMENTS INDEXATION % of Valid Pages UNIQUENESS % of Unique Pages PERFORMANCE % of Pages with Impressions MOBILITY % of Mobile-first ready Pages PAGE SPEED % of Fast Pages (less than 1s) VIEW REPORT Instant access to report details 24
  • 25. NET REVENUE EQUATION: NEW PAGES 25Source: https://www.branded3.com/site-speed-conversion-rate/
  • 26. NET REVENUE EQUATION: IMPROVED CONVERSION 26 [Visits] X ([NEW Conversion Rate]-[OLD Conversion Rate]) X [AOV] = Net Revenue Added ● Net Revenue Added = 121,500 x (1.9%-1.5%) x $249.00 = $121,014 / month
  • 27. THANK YOU Michal Magdziarz Co-founder & CEO DeepCrawl @magdziarz @deepcrawl FestiwalSEO 27