20
©2013 | BrightEdge Technologies Analytics that Matter: >>> Metrics that Drive SEO Engagement Kirill Kronrod | SEO Manager, Adobe Systems

Metrics & Analytics That Matter - Kirill Kronrod, SEO Manager, Adobe

  • View
    5.720

  • Download
    8

Embed Size (px)

DESCRIPTION

 

Citation preview

©2013 | BrightEdge Technologies

Analytics that Matter: >>> Metrics that Drive SEO Engagement

Kirill Kronrod | SEO Manager, Adobe Systems

Kirill is an SEO manager at Adobe Systems, driving natural search strategy for Adobe.com Enterprise segment products and technical SEO globally. As part of the Global Demand Generation team, Kirill delivers KPI-driven results including worldwide visits, software trials, units sold, and revenue. Kirill has an extensive experience with Adobe’s SiteCatalyst and Discover platforms.

2

Metrics that drive SEO

3

§  Data-driven SEO engagement §  Reporting to communicate impact, drive business decisions §  Metrics that drive effective strategy: Search Impact Lifecycle

SEO Engagement

4

Execs

Writers

Web Strategy

IT

Web Production

Analytics

Global Teams (Loc)

Store Teams

BU

PR & Social

Direct Mktg

Paid Search

SEO Team

§  Align SEO with stakeholder goals

§  Work with teams on driving KPIs

§  Identify opps & execute

§  Report progress

Data-Driven SEO Engagement

5

Execs

Writers

Web Strategy

IT

Web Production

Analytics

Global Teams (Loc)

Store Teams

BU

PR & Social

Direct Mktg

Paid Search

SEO Team

Rank, Bounce rate, conversion metrics

Align on strategy based on data

Social activity & SEO KPIs

Alignment on KPIs & segments

Crawl rate, redirects, errors, malware

Impact of content optimization

Crawl errors, indexing (XML Sitemaps, Robots.txt), redirects

Impact of localization optimization, trends & prioritization

Top-level reporting

Messaging and keyword-level data

Indexing, impact of content & Tech SEO

Data sharing, cross-channel optimization, testing

Reporting Process

§  Align reports to answer key business questions §  Produce case studies and success stories to get buy-in §  Deliver actionable recommendations §  Start with aggregate data and drill down as needed:

Global report > Project reports > Keyword-level reports §  Holistic reporting dashboards: SEO as a part of marketing mix

One-slide Executive Summary

§  Keep it simple §  Report on current trends §  Provide context §  Identify action items that support

SEO projects and indicate timelines

8

Project-level SEO Reporting (BU/LOB)

§  Report on KPIs that drive business decisions

§  Define reporting format and method of delivery

§  Make sure reporting translates to actionable recommendations

§  Forecast impact §  Execute and track impact

Source: Adobe Discover

SEO Opportunities

9

Top opportunities: §  Content §  Page optimization §  Linking §  Tech SEO §  Localization §  Social Media

Source: MOZ “Ranking factors - 2013” report (http://moz.com/blog/ranking-factors-2013)

Search Impact Lifecycle

10

Change

Analysis

POV Implementation

Impact

New opportunity, i.e. algorithm change, search trends, new tools available

Assess, define enhancement options, forecast impact

Impact vs difficulty, POV, get buy-in from stakeholders

Implement enhancements

- Produce case study and communicate -  Share via Blogs, at conferences

Deploy Identify additional opportunities

Content Strategy: Aligning with BU

§  Analyze data and identify opportunities

§  Define strategy based on data; i.e. Non-branded KWs trends

§  Focus: Non-branded optimization

Trends: Non-branded keywords

Source: Google Insights

Content Strategy: Aligning with BU

§  Strategy: create content to support optimization of Non-branded KWs

§  Success metrics / case study: §  Rankings, Share of Voice §  Growth in Visits (300%), Units (160%) §  Total contribution to BU: Visits up from

4% to 44%, Revenue from 3% to 21% §  Next steps: identify additional opps

Source: Adobe Discover, BrightEdge

Technical SEO Process

§  SEO Best Practices presentation for the team §  Identify Technical SEO enhancements opportunities §  Prioritize: SEO impact vs difficulty of implementation (example below) §  Implement enhancements §  Measure impact and share case studies with stakeholders

14

Tech SEO: HrefLang XML Sitemaps / Geo Targeting

Geo targeting challenge: Geo sites outranked by the US or predominant language version sites: §  US pages outrank UK, Australian, Canadian and other English language pages in Geo search results §  Swiss German and Austrian pages had to compete with German pages

This happens for two main reasons: §  Global pages have higher authority, more inbound links (very important SEO ranking factors) §  Google treats Geo sites as competing duplicate content (assigns lower relevancy or excludes from index)

Solution: HrefLang (language/country) annotations to XML Sitemaps

Source: BrightEdge

15

Tech SEO: HrefLang XML Sitemaps / Geo Targeting

Success metrics / case study (pilot UK product pages): §  Significant ranking improvement in Google UK (Number of UK pages ranking on Page 1 on Google UK increased from 8 to 113) §  Average daily Visits: +720% §  Average daily Revenue: +416%

Next steps: §  Expand based on prioritization

Source: Adobe Discover, BrightEdge

16

Tech SEO: 404 Errors and Redirects

404 (pages not found) errors impact User Experience and SEO §  Identify 404 URLs (SiteCatalyst, GWT) §  Identify redirect destination §  Request redirects §  Success metrics / case study:

§  29% decrease in monthly 404 page views §  900 incremental Units sold each month

Source: Dummy data (actual data would be from Adobe SiteCatalyst, Google Webmaster Tools)

Localization SEO Process

§  Identify localization opportunities §  Prioritization based on data (i.e. RPV for top tier countries, Visits trends for

emerging markets) §  Localize §  Measure impact and provide case studies to stakeholders

Source: Dummy data (actual data would be from Adobe discover)

18

SEO Localization Impact Analysis

§  Strategy: localize and optimize in Geos based on prioritization

§  Success metrics / case study: §  Increase in rankings in Geo SEs §  Growth in Visits, Units, Revenue

§  Next steps: additional Geo optimization based on data

Source: BrightEdge, Adobe Discover (Entry Page report, 18 localized product pages, EMEA)

19

Avoid Common Mistakes

§  Making decisions based on a small data sample §  Analyzing too much data (analysis paralysis) §  Working with biased data (i.e. seasonal trends)

Questions

20

Kirill Kronrod SEO Manager, Adobe Systems e-mail: [email protected]