6. Market Shares of Search Engines: U.S.
h"p://www.comscore.com/Insights/Market-‐Rankings/comScore-‐Releases-‐September-‐2014-‐US-‐Search-‐Engine-‐Rankings
6
7. Market Shares of Search Engines: Switzerland
h"p://www.blog360.ch/marktanteile-‐von-‐suchmaschinen_396
7
14. Indexing
• After crawling search engines index
the websites and their content.
• Websites and their content are
indexed and rated based on keywords.
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
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.
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).
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.