My presentation on Measuring Your SEO Value from SMX Sydney 2014

1. MEASURING SEO VALUE
SMX Sydney 2014
Jon Quinton
Agency Director
jon@builtvisible.com
@jonquinton1

2. Ever done a great job, and
been fired?
Yup. That.

3. Part One: Measuring value
HAS to start at the
beginning.

4. SEO Strategy vs. Service
Strategy:
SEO Strategy Service Strategy
• Content Strategy
• Technical SEO Issues
• Keyword Research
• Creative Campaigns
• Traffic Increases
• Rankings
• Revenue Targets
• Key Stakeholders
• Organisational
Structure
• Budget Split
• Branding Issues

5. Typical situations…

6. Pitching the pitch:
In house SEO team under
pressure to deliver financial
targets from business units.
Do you know precisely what that
number is?

7. Under pressure: Sometimes there’s fatigue
around digital marketing.
Have you been hired to re-
engage?

8. Internal budgeting structure
can have a huge impact on
expectations.
Understand that budgeting
split.

9. With that knowledge,
setting the right KPIs
becomes easy.

10. Setting KPIs need be no more
complicated than this:
Internal
pressures / goals
KPIs
Keep KPIs simple, specific and
achievable.

11. For example:
− Grow Revenue via Organic by 50% year on year
− Increase entrances to ‘x’ categories by 100%
− Produce content that assists with the conversion path
Also be clear on where your responsibility
ends – particularly when dealing with lead
gen or sites with a complex purchasing
process.

12. This information must feed
into our reporting.

13. Avoid reporting for reporting's
sake.
Yes, make it replicable – but
always focus on your KPIs, pain
points and your understanding
of expectations.

14. Data reporting:
Organic Traffic Revenue via Organic

15. Activity Reporting:
Have we done what we said we’d
do, within the committed time
frame?

16. Reporting commentary should
proactively answer questions.
Are we where we expected to be,
and always providing a reason
‘why’ for any shifts.

17. Part Two: How?

18. All You Really Need.

19. Traffic & Revenue:
Use custom reports and
dashboards in GA.

20. Project management:
Whatever you use, you need some
form of system for tracking
changes, tasks and Q&A.

21. Rankings:
AWR + Trusted Proxies = WIN

22. Present your points simply:
With the previously mentioned
stuff set up, creating beautiful
reports in Excel becomes easy.

23. Are my priority categories
(by revenue) improving?

24. Using custom reports for quick
access:

28. What action points can I
derive?

32. Are people talking about
my content?

37. Has our link building really
been effective?

41. One last thing…

42. Simplicity is Beautiful
Useful

43. THANK YOU
Any Questions?
Jon Quinton
Agency Director
jon@builtvisible.com
@jonquinton1