Your Website Revenue
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The document discusses how to communicate the business value of search data to executives. It emphasizes speaking in terms they understand by focusing on metrics like customer acquisition cost, customer lifetime value, average order value, and return on investment. It provides an example of how to calculate revenue impact from improved search rankings and increased traffic. Monitoring technical SEO factors with crawl data allows demonstrating lost revenue from issues and quantifying gains from optimizations. Dashboards help visualize progress toward goals.
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Your Website Revenue
- 1. WHAT’S THE BUSINESS VALUE OF SEARCH DATA: SPEAKING THE EXECUTIVE LANGUAGE Jennifer Hoffman, Marketing Director DeepCrawl Advanced Search Summit 2018 @_JHoff AdvancedSearchSummit
- 2. 2@_JHoff AdvancedSearchSummit WHEN IN NAPA...
- 3. The US consumes more wine than any other country – 949,000,000 Gallons of wine in 2016 alone! SIZE OF THE WINE INDUSTRY @_JHoff AdvancedSearchSummit 3Source: https://www.wineinstitute.org/resources/statistics/article86
- 4. Keyword ‘WINE’ receives over 673,000 search queries per month SEARCH VOLUME @_JHoff AdvancedSearchSummit 4
- 5. THE POWER OF ORGANIC SEARCH @_JHoff AdvancedSearchSummit 5 Google receives over 65,000 search queries per second. Organic search drives 51% of all traffic. Source: http://www.internetlivestats.com/one-second/#google-band Source: https://searchengineland.com/study-organic-search-drives-51-traffic-social-5-202063
- 6. @_JHoff AdvancedSearchSummit THE DISCONNECT: WHY ARE SEOs STILL FIGHTING FOR BUDGET?
- 7. 7@_JHoff AdvancedSearchSummit THE EXECUTIVE LEADERSHIP TEAM
- 8. Brand Visibility & Market Share Marketing ROI The Bottom Line aka Revenue WHAT ARE THEY LOOKING FOR? @_JHoff AdvancedSearchSummit 8
- 9. THAT’S NOT A THING! @_JHoff AdvancedSearchSummit 9 Photo Cred: Jono’s Facebook
- 10. 10@_JHoff AdvancedSearchSummit BREAK OUT OF YOUR TUNNEL VISION
- 11. IT’S ABOUT THE CUSTOMER JOURNEY @_JHoff AdvancedSearchSummit 11
- 12. @_JHoff AdvancedSearchSummit SPEAKING THE EXECUTIVE LANGUAGE
- 13. Customer Acquisition Cost (CAC) Customer Lifetime Value (CLTV) Average Order Value (AOV) Return On Investment (ROI) @_JHoff AdvancedSearchSummit 13 TERMS THAT MAKE EXECUTIVES HAPPY
- 14. Brand Visibility & Market Share @_JHoff AdvancedSearchSummit 14 PUTTING IT TOGETHER
- 15. If my pages are even being indexed If and where my content is ranking What backlinks I have feeding into my site How my site navigation is structured YOUR VIEWPOINT @_JHoff AdvancedSearchSummit 15 Crawl data tells me:
- 16. Are we number one on Google? How much traffic are we seeing? How do we stack up against our competitors? THEIR VIEWPOINT @_JHoff AdvancedSearchSummit 16 But they still ask:
- 18. Marketing ROI @_JHoff AdvancedSearchSummit 18 PUTTING IT TOGETHER
- 19. Where I have slow loading pages How many redirects and broken pages I have Where I have internal linking issues Where there’s potential traffic being wasted Where I have thin or duplicate content YOUR VIEWPOINT @_JHoff AdvancedSearchSummit 19 Crawl data tells me:
- 20. What marketing channels are driving the most traffic? How is the budget being allocated? How much revenue is being generated? THEIR VIEWPOINT @_JHoff AdvancedSearchSummit 20 But they still ask:
- 23. @_JHoff AdvancedSearchSummit 24 THE BOTTOM LINE - REVENUE The Bottom Line- Revenue
- 24. Where there is potential for leakage on my site Where there are areas for improvement in my UX If my site is configured for the mobile-first world If I have slow loading pages YOUR VIEWPOINT @_JHoff AdvancedSearchSummit 25 Crawl data tells me:
- 25. TRANSLATION @_JHoff AdvancedSearchSummit 22Source: https://www.branded3.com/site-speed-conversion-rate/ 1 Second of load time = 7% Loss in traffic
- 26. How many new customers did we gain? How much revenue was generated? What’s our CAC? What’s our CLTV? THEIR VIEWPOINT @_JHoff AdvancedSearchSummit 26 But they still ask
- 27. @_JHoff AdvancedSearchSummit 27 TRANSLATION Your Website Revenue
- 28. @_JHoff AdvancedSearchSummit PROVING VALUE WITH NUMBERS: A SIMPLE FORMULA
- 30. Traffic Per Month: 19,450 Conversion Rate: 2.34% Average Order Value: $249.00 GOODWINESHOP.COM STATS @_JHoff AdvancedSearchSummit 30
- 31. Traffic X Conversion Rate X Average Order Value = Net Revenue GOODWINESHOP.COM : 19,450 x 2.34% x $249.00 = $113,327.37 SIMPLE NET REVENUE EQUATION: @_JHoff AdvancedSearchSummit 31
- 32. They run a crawl and now understand where they have traffic leakage across their site, where customers are seeing a few 404 pages and worse several out of stock pages. Errors fixed = New CR of 2.85% RUNNING A SITE CRAWL @_JHoff AdvancedSearchSummit 32
- 33. Traffic X Increased Conversion Rate X AOV = New Net Revenue GOODWINESHOP.COM NUMBERS: 19,450 x 2.85% x $249.00 = $138,026.93 DIFFERENCE IN REVENUE = $24,699.55 NET REVENUE EQUATION: INCREASED CONVERSION RATE @_JHoff AdvancedSearchSummit 33
- 34. They continue to optimize their site, fixing broken linking structure, page markups, and implement structured data. Optimization = Increase in organic traffic by 7% CONTINUED SITE HEALTH MONITORING @_JHoff AdvancedSearchSummit 34
- 35. Increased Traffic X Increased Conversion Rate X AOV = New Net Revenue GOODWINESHOP.COM NUMBERS: 21,500 x 2.85% x $249.00 = $152,574.75 DIFFERENCE IN REVENUE = $39,247.38 NET REVENUE EQUATION: INCREASED TRAFFIC @_JHoff AdvancedSearchSummit 35
- 36. GoodWineShop.com Monthly Growth: $39,247.38 GoodWineShop.com Annual Growth: $470,968.56 SUMMARY @_JHoff AdvancedSearchSummit 36 Show them the upside!!
- 37. @_JHoff AdvancedSearchSummit VISUALIZE IT: THE POWER OF DASHBOARDS
- 39. 39@_JHoff AdvancedSearchSummit EXECUTIVE DASHBOARDING WITH DEEPCRAWLs ZAPIER INTEGRATION
- 40. @_JHoff AdvancedSearchSummit IN CONCLUSION: MINI ANALOGY
- 41. 41@_JHoff AdvancedSearchSummit THE CENTER OF THE WHOLE PROCESS
- 42. 42@_JHoff AdvancedSearchSummit THE FINISHED PRODUCT
- 43. Keep it top level Make it resonate Show the value in numbers It’s all about the customer TIPS @_JHoff AdvancedSearchSummit 36
- 44. 43@_JHoff AdvancedSearchSummit Bryan Eisenberg Partner of Buyer Legends Author of ‘Be Like Amazon’ ‘Trying to increase sales by simply driving more traffic with a poor customer conversion rate is like trying to keep a leaky bucket full by adding more water instead of plugging the holes!’
- 45. THANK YOU Jennifer Hoffman Marketing Director DeepCrawl @_JHoff AdvancedSearchSummit
Editor's Notes
- Each month they are looking for growth metrics not SEO metrics.
- They want to see growth especially derived from these 3 KPIs
- Jono when you ask him to quantify SEO and determine an ROI on the channel.
- It’s not about fixing broken links, or removing duplicate content or ensuring proper canonicalization, it’s about what the customer sees and experiences and whether they convert on our site or not.
- How do we get that customer from point A to point B and more importantly remove any barriers for conversion? How do we deliver them an amazing experience with our brand that will keep them coming back for more?
- Increasing your conversion rate, decrease your CAC Creating positive brand experiences and seeing repeat customers increases your CLTV Making your site easy to navigate and and adding content to product pages such as ‘customers who bought this also purchased’ increases your AOV All of these add revenue and produce a return on the investment
- As search marketers, we all know that crawl data helps us answer these questions – Crawl data can show us whats being indexed, whats not being indexed and why. Crawl data can show us where we have thin or duplicate content
- That all means nothing to your executive team and they turn around and ask you the following:
- Look at all of that real estate - Brand Visibility, is apparent, they’ve got their site navigation in place where Google understands what content they have and its been indexed and displayed. You know how it happened, but your Execs see a major brand win. There’s also additional Opportunity to rank for Answer Boxes = more brand visibility in SERPs All of this pushes your competitors down the page into never never land.
- NO matter how brilliant your campaigns are structured, how savy your copy or how beautiful your ads may be, if your site isnt optimized for that traffic, its all just a wasted opportunity.
- THis graph is based on some research Branded3 did around bounce rate and it’s impact on conversion rates. They found that a site loses roughly 7% of traffic for every one additional second a page takes to load.
- stat from a CX report produced by Walker the Customer Experience Consulting firm out of Indianapolis. 86% of buyers will pay more for a better experience and by 2020 experience will overtake price and product as a key differentiator. I dont know what more could help build your case for
- Meet our example client GoodWineShop.com
- GoodWineSHop.com sees the following stats per month.
- You effectively can determine what their monthly Net revenue is from the following simple formula
- Additional benefits include positive customer experience with frictionless shopping combined with a strong loyalty program generates repeat business from that customer.
- Dashboards you want to see from your SEO Tools with your day to day focus’
- Give them a custom dashboard highlighting the top KPIs I mentioned in this presentation – Total revenue generated, new customers acquired, customer acquisition cost, customer lifetime value and trend graphs showing changes over time. You should be able to create custom dashboards with any number of platforms such as Klipfolio, Google Sheets, and more via direct API integration or through Zapier.
- The grape is the center of the entire wine production process. From harvesting, to refining, bottling and selling.
- Without the grape, you have no wine. SEO is to your businesses revenue growth as the grape is to a bottle of wine.
- Additional benefits include positive customer experience with frictionless shopping combined with a strong loyalty program generates repeat business from that customer.
- Its all about perception – How is the other party perceiving the situation? Your executive team doesn’t care about the nitty gritty of SEO, that’s your job. Your customer doesn’t care about your limited resource or lack of budget, they see broken pages and out of stock notifications and they’ll remember that poor brand experience.