Meaningful SEO Metrics - How to Measure SEO Performance?

Meaningful SEO Metrics How to measure SEO performance? Phil Amery@fimrephilamery.com

20th March 2015

I. General

II.Financial

III.Competitive

Meaningful SEO Metrics

General SEO Metrics

1. organic search engine traffic

2. organic rankings

3. landing pages getting organic traffic

4. quality of organic traffic

5. referral traffic

6. impressions and CTR

Organic Search Engine Traffic - Volume & Share

Google Analytics - Acquisition Channels

Time range:

- daily- weekly- monthly- custom

Get alerted in time on sudden drops or increase of traffic through organic search

Sudden Traffic Drops and Spikes

Google Alerts with Google Analytics

Search Engines by Region and Market

Google Analytics - Acquisition Channels - Search Engines

Search engines market share

- Google - global- Yandex - Russia- Baidu - China- Yahoo - Japan - Seznam - Czech Republic- Bing - US

Organic Rankings

“Focus on topical performance with keywords around a certain theme rather than on individual

keyword”

FOLLOW

DON’T CHASE

Organic Rankings

DIVERSIFIED AND

PERSONALISED

mobile devices

localisation

Hummingbirdentity & context

desktops

voice search (not provided)

Keyword Identification

1. search volume (language & geolocation)

2. seasonality

3. relevancy

4. search intent

5. branded vs non-branded

Overcoming the ‘not -provided’ issue

Google Webmaster Tools

Landing Pages with Organic Traffic

Google Webmaster Tools

Landing Pages with Organic Traffic

Google Analytics

Quality of Organic TrafficMetrics:

- bounce rate- pages / session- avg. session

duration

Quality of Organic Traffic

“You need to get your users engaged and direct them to take action”

Referral TrafficOther alternatives:

- Webmaster Tools- moz- ahrefs- Majestic

Google Analytics

Impressions and CTR

Google Webmaster Tools

Aim to identify low-hanging fruits

Impressions and CTR

“The higher the position, the higher the CTR - as a consequence,

a higher user engagement”

I. General

II.Financial

III.Competitive

Meaningful SEO Metrics

Financial SEO Metrics

1. revenue and transactions

2. goal conversions

3. customer acquisition value

4. ROI - turnover and profit

5. Customer lifetime value (CLV)

Transactions and Revenue

Transactions and Revenue by Landing Page

Goal Conversions

Few examples of goals we could consider: - newsletter subscriptions- demo, sample or call-back requests - blog post comments - …

Gross SEO Costs and ROI

New users Transactions Clicks Revenue SEO Fee

February 2015 4,583 705 9,234 Ft 10,955,733 Ft 250,000

Cost/New user Cost/Transaction Cost/Click ROI

February 2015 Ft 55 Ft 355 Ft 27 97.72%

ROI =

Revenue - Investment

Investment

SEO Costs and ROI - Other Considerations

- Attribution model comparison

- Multi-Channel Funnels

- Customer Lifetime Value (CLV)

- Life expectancy

- Cost per acquisition (CAC)

Quick Reporting Solutions - Dashboards

- Google Analytics Custom Reports

- Google Analytics Add-On for Google Spreadsheet

- SuperMetrics Data Grabber (Excel & Spreadsheet)

- Instantmetrics.co

- ...

I. General

II.Financial

III.Competitive

Meaningful SEO Metrics

Competitive SEO Metrics

Phil Ameryphil@philamery.com@fimre

hu.linkedin.com/in/fulopimre/

bit.ly/PhilAmery

THANK YOU