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SEO Performance Measurement

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SEO Performance Measurement

  1. 1. Analytics Roundtable Zurich
  2. 2. •  Name •  Workplace •  Current Analytics Issue Introduction
  3. 3. Amazee Metrics AG / Förrlibuckstr. 30 / 8005 Zürich / christina.meyer@amazeemetrics.com Christina Meyer, 19.11.2014 SEO Performance Measurement Analytics Roundtable
  4. 4. Agenda 4 1 Introduction SEO 5 Monitoring Tools 3 4 SEO Process SEO KPIs 2 How a Search Engine Works
  5. 5. 1. Introduction Search Engine Optimization (SEO)
  6. 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. 7. Market Shares of Search Engines: Switzerland h"p://www.blog360.ch/marktanteile-­‐von-­‐suchmaschinen_396   7
  8. 8. Organic Results vs AdWords 8 Paid Search Results: AdWords Organic Search Results: Paid Search Results: AdWords
  9. 9. What we click on www.seoresearcher.com 9
  10. 10. What we prefer EyeTracking Study by Did-it, Enquiro and Eyetools, iProspect, Search Engine Behavior Study, Enquiro, MarketingSherpa 62% only check the results on first page. 76% prefer to click on organic results than AdWords. Attention organic results: 1. Result: 100% 2. Result: 100% 3. Result: 100% 4. Result: 85% 5. Result: 60% 6. Result: 50% 7. Result: 50% 8. Result: 30% 9. Result: 30% 10. Result: 20% 10
  11. 11. 2. How a Search Engine Works
  12. 12. How Does a Search Engine Work? 1.  Crawling 2.  Indexing 3.  Ranking
  13. 13. Crawling •  Spiders/Bots looking for content. •  Goal: Find all websites in the world.
  14. 14. Indexing •  After crawling search engines index the websites and their content. •  Websites and their content are indexed and rated based on keywords.
  15. 15. Ranking •  Search engines compare websites and rank them based on topic and relevance.
  16. 16. What Are Ranking Factors? 16 Criteria to rate the topic and relevance of a website and use this to perform a ranking among the websites.
  17. 17. Ranking Factors 2014 for Germany http://www.searchmetrics.com/de/knowledge-base/ranking-faktoren/ 17
  18. 18. Most Important Ranking Factors 2014 18
  19. 19. 3. SEO Process
  20. 20. SEO Tasks 20
  21. 21. SEO Process: 1. Off-Site Analysis •  Keyword analysis •  Competitive analysis •  Link analysis •  Social media strategy •  International/multilingual SEO strategy 1. Step: Off-Site Analysis 2. Step: On-Site Audit 3. Step: Continuous Optimizations Goal: •  Relevant SEO Keywords •  Definition SEO Strategy 21
  22. 22. SEO Process: 2. On-Site Audit 1. Step: Off-Site Analysis 2. Step: On-Site Audit 3. Step: Continuous Optimizations •  Technical Audit •  Mobile Audit •  Indexing Audit •  Usability Quick Check Goal: Analysis and recommendations technical SEO implementation 22
  23. 23. SEO Process: 3. Continuous Optimizations •  Technical Improvements •  Content Improvements •  Link Building 1. Step: Off-Site Analysis 2. Step: On-Site Audit 3. Step: Continuous Optimizations Goal: Increase Ranking Positions: •  Sustainable SEO efforts needs at least 4 - 6 months. •  The more effort invested, the faster the visible results. 23
  24. 24. 4. SEO KPIs
  25. 25. SEO KPIs 25 1 Traffic sources 3 Quantity and quality of backlinks 2 Keyword rankings Monthly measurement of
  26. 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. 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. 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. 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
  30. 30. 5. Monitoring Tools
  31. 31. Monitoring Tools 31 Tool Origin Price (starts at monthly cost of) SEO / AdWords Services Moz U.S. USD 99 SEO Keyword rankings, backlink analysis, on-page optimization Searchmetrics Germany EUR 825 SEO, AdWords Keyword rankings, backlink analysis, on-page optimization Hoosh Switzerland EUR 199 SEO, AdWords Search engine visibility
  32. 32. Moz: Keyword Rankings Overview 32
  33. 33. Moz: Keyword Rankings per Keyword 33 Aggregated rankings per week or per month.
  34. 34. Moz: Competitive Analysis 34
  35. 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.
  36. 36. Searchmetrics: Market Share 36 Market share of Top 10 or of the defined benchmarks
  37. 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).
  38. 38. Searchmetrics: SEO Visibility 38 SEO visibility over time of the defined benchmarks
  39. 39. Searchmetrics: Position Spread 39 Spread of keyword ranking positions compared to the defined benchmarks.
  40. 40. Searchmetrics: SEO Visibility per Country 40
  41. 41. Searchmetrics: Social Visibility 41
  42. 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. 43. Hoosh: Search Engine Visibility 43 Share of search over time, organic search and/or AdWords.
  44. 44. Hoosh: Winners and Losers 44 Winners and losers in total search engine visibility: organic search and AdWords.
  45. 45. Hoosh: Category Top 100 45 Category Top 100 in total search engine visibility: organic search and AdWords. Organic Rank AdWords Rank
  46. 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.
  47. 47. Questions? 47

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