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.
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