New Ways to Value SEO Metrics
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This document discusses new approaches to SEO metrics. It notes that the SEO market has matured and metrics need to look beyond rankings to quantify traffic value and benchmark performance against competitors. It advocates measuring multi-channel attribution and placing a value on organic traffic similar to how PPC is projected. Finally, it stresses the importance of reporting the right metrics to stakeholders in a relevant format to demonstrate the value of SEO.
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New Ways to Value SEO Metrics
- 1. SEO Metrics New Ways To Think About Metrics Andy Be8s Global Search and Digital Strategist Twi8er: @andybe8s1 h8p://uk.linkedin.com/in/be8sandy New York | March 19–23
- 2. New York | March 19–23, 2012 | #sesny The SEO Market Has Finally Matured $33 Billion from search “Marketers refocus their search markeLng strategies on “geMng found” by users through any medium — not just search engines.”
- 3. New York | March 19–23, 2012 | #sesny Times are changing Channels are converging
- 4. New York | March 19–23, 2012 | #sesny SEO is not just SEO anymore……… “Marketers refocus their search markeLng strategies on “geMng found” by users through any medium — not just search engines.”
- 5. New York | March 19–23, 2012 | #sesny Thinking beyond just rankings • # Rankings mean nothing unless you put a value on them • # Use organic traffic data and PPC keyword data and project spend like you would PPC • # Use this data also to benchmark where you are in relaFon to your compeFFon • Are you winning or losing?
- 6. New York | March 19–23, 2012 | #sesny Matching value to key SEO metrics Value Traffic Visits from the search engines How many pages receive visits from these search engines How many keywords are sending traffic to site Links Domain based metrics (authority, root domains, trust) Backlink analysis (number of backlinks) Rankings PosiFon – Volume based terms, long tail terms, Brand v non branded terms
- 7. New York | March 19–23, 2012 | #sesny ReacLve v Pro-‐acLve Metrics Measurement of the compeFFon Loss of rankings Industry insight and posiFoning Basic Traffic metrics AdapFng to change (Algorithmic) ReducFon in acFons – conversions Loss of business – pitches, calls, V Influencer based metrics emails Social Value Binary metrics New dashboards ReporFng Widgets ATribuFon based metrics Recording acFon & what you did!! Advanced AnalyLcs + SEO Tools + Enterprise SEO technology
- 8. New York | March 19–23, 2012 | #sesny ProacLve -‐ Place a value on SEO Opportunity Think PPC as you forecast SEO CPA (Cost Per AcquisiLon) is the ulLmate metric!!
- 9. New York | March 19–23, 2012 | #sesny ULlize the right technology That will give you the right metrics
- 10. New York | March 19–23, 2012 | #sesny ReporLng the right metrics to the right people Departmentalize Dashboards
- 11. New York | March 19–23, 2012 | #sesny ReporLng to the right people “If your CEO gets SEO then he invests more in it and YOU become the hero.” Relevant Metric – Relevant People – Relevant Format – Relevant Time
- 12. New York | March 19–23, 2012 | #sesny GO ON!! -‐ Admit that you’re a marketer MulF-‐channel aTribuFon – fight the PPC power! Local Search (Panda) – adapt to change and use analyFcs much more Brand – Try to understand the soYer metrics Social media convergence and metrics – API’s and build your own metrics
- 13. New York | March 19–23, 2012 | #sesny Converged Media Metrics Technical Onsite Off site Social Signals Social Influence Share of voice Personalized v local ATribuFon – Click sequence, assisted keywords
- 14. New York | March 19–23, 2012 | #sesny Converged / Inbound MarkeLng Metrics Brand vs. non brand terms – Traffic, Links, Rankings, Content, Social signals Organic traffic by topic Conversions and assisted conversions – aTribuFon Assisted & last click conversions EVERYWHERE
- 15. New York | March 19–23, 2012 | #sesny Social Value and Metrics IdenFfy the full value of traffic coming from social sites Measure how they lead to direct conversions or assist in future conversions On and off of page -‐ Understanding social acFviFes to take acFons and opFmize user engagement and increase social key performance indicators (KPIs) “Making beTer, more efficient data-‐driven decisions”
- 16. New York | March 19–23, 2012 | #sesny Re-‐cap 5 ways to turn metrics into more money • #1 Place value on each SEO metric related to your key business goals • #2 UFlize tools and technology to create new meaningful metrics • #3 ReporFng the right metrics to the right people – think beyond just rankings • #4 Wade your wade through muddy waters – look at converged media metrics • #5 Make it easy for CEO’s to invest more in SEO Your logo here @andybetts1
- 17. New York | March 19–23, 2012 | #sesny Thank you LinkedIn: h8p://uk.linkedin.com/in/ be8sandy Twi8er : @andybe8s1