C3 2012 Building SEO Goals and KPIs for Your Organization - Hugo Guzman, Robin Smith, Ned Kumar

#C3ny #C3ny | September 19-‐20 | New York City

Bo#oms Up! The Rarely Taken Road to SEO Success Metrics Hugo Guzman Senior Manager of Online MarkeDng | HSN

#C3ny

Agenda

+  The danger in doing what everybody else does + Nimble KPIs +  The“boNoms up” to strategic and tacDcal prioriDzaDon

•  Vision

•  Goal

•  Strategy

•  TacDcs

2

#C3ny

Condescending Wonka says…

3

#C3ny

The danger in doing what everybody else does

+  Your metrics, reports, and KPIs aren’t acDonable

4

#C3ny

The danger in doing what everybody else does

5

+  You’re not differenDaDng yourself from your compeDtors

#C3ny

Nimble KPIs

+  Rankings + Traffic + Conversion (AND REVENUE WHEN POSSIBLE!)

6

+  “On The Cusp” Keyword IdenDficaDon

+  Pricing, Product Assortment & other CompeDDve Data Points

+ Margin & P&L Insights

+ New Customer Percentage & Customer LifeDme Value

#C3ny

The “Bo#om’s Up” Approach: Vision

+ HSN’s Vision?

7

Maximizing revenue while focusing on product segments with high margin and/or aligned with HSN’s overarching “lifestyle brand” strategy

+ What Does That Mean To Me?

Not all keywords and keyword segments are created equally

#C3ny

Scaling the “Bo#om’s Up” Approach: Goal

+ HSN’s Goal?

8

Growing YOY revenue from non-‐brand keywords with a focus on high-‐margin and/or “lifestyle brand” product segments

+ What Does That Mean To Me?

I need to know which non-‐HSN keywords have a track record of driving revenue(from both paid and natural search) and which ones don’t.

#C3ny

Scaling the “Bo#om’s Up” Approach: Strategy

+ HSN’s Strategy?

9

To prioriLze opLmizaLon efforts based on the long-‐term revenue potenLal of a parLcular keyword or keyword segment

+ What Does That Mean To Me? I need to start with keywords that are known to drive revenue and are also “on the cusp” of aNaining top posiLoning.

ex: Keyword X has driven $XXXX year-‐to-‐date and yet is not entrenched in the No. 1 posiLon

Note: Searchlight is really good at doing this, especially when its synched with your analyDcs plajorm!

#C3ny

An example “on the cusp” keyword

10

#C3ny

Scaling the “Bo#om’s Up” Approach: TacPcs

+ HSN’s proprietary tricks?

11

#C3ny

Scaling idenPficaPon of new “on the cusp” keywords

+  Setup an analyDcs reporDng methodology for idenDfying new converDng keywords (from both paid & natural search) on a daily basis

12

+  IdenDfy which keywords already have No. 1 posiDoning vs. ones that are “on the cusp” +  Analyze those keywords to understand their search volume potenDal

+  Add these keywords to the overarching opDmizaDon priority list

+  Implement tried and true opPmizaPon tacPcs and watch the revenue roll in!


The Value of SEO Robin Smith Sr. eBusiness Manager, Life Technologies

#C3ny

Today’s Agenda

14

1 2 3 4

ANribuDon – Giving credit were credits due

SEO and PPC – Unique apart powerful together

The Long-‐tail of Search – TargeDng 1 to 2 click phrases 4

KPI Framework

#C3ny

KPI Framework

15

KPI 1 KPI 2 KPI 3 KPI 4 KPI 5

ANribuDon SEO & PPC lio 1st VS last

click conversion

% of Assists Units sold 1 click

Units sold last click

SEO & PPC Synergies

Rank VS posiDon

CompeDtor rank

Revenue per click

Long-‐Tail Head and tail Clicks

Unbranded VS branded traffic

New customer acquisiDon Revenue Customer

annual revenue

#C3ny

Search A#ribuPon Impact on Organic

16

What Happens to Visits If We Shut Off Our #1 Brand Paid Ad?

16-Jun 6-Jul 26-Jul 15-Aug 4-Sep 24-Sep 14-Oct

Lift

#C3ny

Channel A#ribuPon

17

1st Click VS Last Click VS Assists by Channel

0% 10% 20% 30% 40% 50% 60% 70% 80%

90%

100%

Last Click

1st Click

Assits

SEM eMail SEO Print URL Direct

•  SEM, eMail, SEO and Print being strong assists over 50% •  SEM, SEO and print sDll having strong conversions on their own •  The most common conversion path is Direct Load but only 9% of the conversions did not have an assist from another channel. •  eMail being most misunderstood.

#C3ny

Channel A#ribuPon

18

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

Natural Search

SEM

Print URL

Units sold 1st touch

Units sold last touch

• SEO converts at 7.9% if it is counted as an assist if we only look at last click it converts less than 2% •  SEM converts at over a 3% as an assist

#C3ny

SEO & PPC Unique Apart Powerful Together

19

Organic rank VS Paid position and Competitors rank higher

#C3ny

FIRED 23K instances, 6K instances were fired

How We Started -‐ Site Redesign

20

MONITORED & TESTED Set of 2K Keywords ranking on the first page that were criDcal to the success of the project. We created 12 Organic to Paid

AcDon Sets.

FINDINGS 4 acDons Ded directly to redesign project did not have to work too hard because the organic rank did not fluctuate drasDcally. AcDon: “Increase 10% and last know posiDon greater than 3 and organic rank is 4-‐5” 8 acDons created just to understand how we can opDmize for efficiency and we had some interesDng results!

#C3ny

SEO & PPC a Powerful CombinaPon CannibalizaPon -‐ Rank VS PosiPon

21

•  Revenue per click increased 135% from $2.33 to $6.04 •  Revenue increased 106%

Clicks

Revenue

Maximize Efficiencies 4 AcDons all were good, #3 Was the winner!!! Increase bids 18% for keywords ranking organically 5-‐10, to improve paid average posiDon

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

Revenue Per Click

Revenue Per Click

#C3ny

SEO & PPC a Powerful CombinaPon CompePtors Ranks Higher

22

•  51% increase in cost •  40% increase in Impressions •  CPC increases 72%

Increase Reach and CompePPve Advantage

Impressions

Cost

CPC

FINDINGS • Tested 3 compeDtors only 1 fired

•  Improved paid posiDon where compeDtor #1 ranked above the fold and we ranked lower than 5.

•  Need addiDonal configuraDon, couldn’t see direct revenue impact

•  Could be keywords chosen are not relevant to compeDtor #2 and #3. So we need to test more keywords

#C3ny

SEO Long-‐Tail New Customer AcquisiPons Besides direct sales from the traffic long-‐tail list pages also:

+  Paid Search cannot target long-‐tail

+  Long tail program revenue surpassed all other SEO programs

+  Over 200 new registrants a month +  Long-‐tail traffic is 3 Pmes more likely to

generate a new customer than other SEO traffic

#C3ny 24

0

10000

20000

30000

40000

50000

60000

70000

Head Mid Tail

+ Head > 2 clicks

+ Mid 2 Clicks

+  Tail 1 Click

Head and Tail Click Analysis

#C3ny

By targeDng visitors that: -‐ Know what they are looking for >> specific / long tail queries -‐ But don’t know that Life Technologies can help >> unbranded traffic

How Is This Achieved?

95% of phrases used less than twice 89% Unbranded Traffic

Long Tail Unbranded Traffic

(Unbranded traffic: traffic from phrases that do not include ‘Invitrogen’ or ‘life’)


The EvoluPon of Search KPIs Ned Kumar IM Strategist, FedEx Services

#C3ny

KPIs should reflect intent – not just business goals

27

•  Average Weekly Visits per week [Organic Traffic]

•  Organic Traffic as a percent of Total Traffic

•  # of pageviews from organic traffic

•  # of visits from High-‐value keywords

•  # of visits from branded vs non-‐branded keywords

•  # of managed keywords by (keyword x rank) categories

•  Average (weekly) rank of high-‐value keywords

•  Average volume by rank categories

•  # of conversions by keyword categories (total, top 10, top 50)

•  Average CTR by keyword categories

•  # of organic lisDng conversions from via top IYPs

•  # of keywords by paid x organic search performance

•  Metrics by branded vs non-‐branded (revenue, conversions)

•  # of Social Signals by keyword category

•  ONLINE TO STORE EFFECTIVENESS

•  LOCAL & AFFILIATE SEARCH

•  ATTRIBUTION

#C3ny 28

Marketing

C3 2012 Building SEO Goals and KPIs for Your Organization - Hugo Guzman, Robin Smith, Ned Kumar