Measuring SEO Efforts at #SMXLMilan & #eMetricsMI

#measuringseo at #SMXLmilan by @aleyda from @orainti
MEASURING SEO EFFORTS

CIAO MILANO

I’M ALEYDA SOLIS
ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I Do SEO I PublishI Share
BITLY.COM/LIBROSEOALEYDA

I Blog I Speak I’m Featured
I’M ALEYDA SOLIS

#measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
What’s the goal of measuring SEO?

It’s not about tracking rankings

Or organic search traﬃc

Or even the conversions

It’s about the ROI

Number of  
conversions
ROI
by number  
of conversions
SEO process
=
Average
conversion value*( )
- SEO process
[ ]
Let’s calculate it

bit.ly/seoroicalculator
Or use the SEO ROI calculator

That will allow to make  
(business) decisions
Is it ROI
Positive?
YES NO
Identify what’s
working well, allocate
more resources &
expand
Identify what’s not
working well & change

But to identify these it’s key to monitor
both the SEO process & its results
THE PROCESS THE RESULTS

THE PROCESS THE RESULTS
Resources
& costs
Outcome
areas
But to identify these it’s key to monitor
both the SEO process & its results

HOW TO MONITOR THE  
SEO PROCESS?

To identify the eﬀectiveness &
investment around SEO execution
CRAWLABILITY
INDEXABILITY
RELEVANCE
BACKLINKING
INVESTMENT

It’s about setting an SEO process
management system to answer these
WHAT WHY WHERE WHO WHEN

That SEOs & shareholders can use to
coordinate & track performance
Recommendations Importance Status Area Priority Resource Person Date
Start canonicalizing and index color
facets
High Low
Listings & product
pages
1 Development Maria 1/9/2016
Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2016
Add more content to listings w/ less
than 5 products by featuring related
ones
Medium Medium
2nd level sub-
categories
3
Development &
Content
Matt &
Maria
3/9/2016

As well as to identify gaps between the
executed actions & allocated resources
Recommendations Importance Status Area Priority Resource Person Date
Start canonicalizing and index color
facets
High Low
Listings & product
pages
1 Development Maria 1/9/2016
Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2016
Add more content to listings w/ less
than 5 products by featuring related
ones
Medium Medium
2nd level sub-
categories
3
Development &
Content
Matt &
Maria
3/9/2016

To monitor the issues during the execution
CRAWLABILITY
INDEXABILITY
RELEVANCE
BACKLINKING
VISIBILITY TRAFFIC CONVERSIONS
ROI
INVESTMENT

That can later have an impact in the SEO
Process results
CRAWLABILITY
INDEXABILITY
RELEVANCE
BACKLINKING
ROI
INVESTMENT

allowing to reallocate resources &
priorities accordingly to overcome them
CRAWLABILITY
INDEXABILITY
RELEVANCE
BACKLINKING
ROI
INVESTMENT

PM systems like Jira can help you to
automate this

Once you’re tracking your eﬀorts it’s time
to monitor the SEO activities KPIs
CRAWLABILITY
INDEXABILITY
RELEVANCE
BACKLINKING
INVESTMENT

Although you can obtain the
Crawlability with the Search Console

As well as your site index status, it
lacks granularity for decision making

You need to validate them with
your own logs
Screaming Frog Log Analyser & Botify

Setting a pro-active monitoring
system that alerts you of issues
onpage.org

Setting your own crawls not only for
crawling but indexation behavior
OnPage.org & Botify

To identify this type of crawlability
vs. indexability issues

But content quality and patterns
towards relevance as well

Having a “real time” link monitoring
system is a must
CognitiveSEO

As well as to give it context vs. your
competition too

Now you’re monitoring your SEO process
activities & eﬀorts
CRAWLABILITY
INDEXABILITY
RELEVANCE
BACKLINKING
ROI
INVESTMENT

HOW TO MONITOR THE  
SEO RESULTS?

It’s about tracking your visibility, traﬃc &
conversions
CRAWLABILITY
INDEXABILITY
RELEVANCE
BACKLINKING
ROI
INVESTMENT

Your Site
Technical Configuration
CRAWLABILITY & INDEXABILITY
Content
RELEVANCE
Links
POPULARITY
CurrentYour Visibility, Traffic,
Conversions & ROI
Audience Search
Behavior
Your
Competition
Visibility &
Traffic
Within the content of your competition  
& audience behavior…

… as well as other channels
S
Product Branding
Usability
Content
Design
Development
Paid
Search
SocialEmail
SEO Aﬃliates
Referrals

You can obtain your basic visibility  
from the Search Console again

But it’s only for the top 1,000 queries,  
90 days & data is tricky to go through

You can use tools like URLproﬁler
to match the queries & URLs
URLProfiler

And of course, the are many third-parties
rank trackers without these restrictions
Accuranker
Wincher
SERPwoo
SEMRush
Advanced
Web
Rankings

Then w/ GA monitor organic traﬃc, user
behavior & conversions per pages & areas

As well as the role of organic search in
multi-channel conversion paths

But you can also match these to get rankings
impact over traﬃc, conversions & revenue
SEOmonitor

Giving you rankings for keywords, pages  
& areas per device & location

Along the queries search volume & CPC
to prioritize based on their impact

And traﬃc, conversions & revenue using
Google Analytics data integration

You can see the queries moving the needle
in rankings vs. traﬃc vs. revenue per device

Allowing also to see speciﬁc queries or
pages to verify their KPIs over time

While showing at the same time context
for these vs. your competition

Giving you the possibility to answer many
decision making questions for a positive ROI
Which have
a high search
volume but low
ranking in
mobile?
Which have a
high revenue
but low
rankings?
Which have
the best
rankings but
low
conversions?
Which are not
ranking with the
relevant page and
have low
conversions?
For
which high
search volume
queries your
competition is
outranking
you?

Like this you can monitor & recommend
to improve the SEO Process towards ROI
ROI
BACKLINKING
RELEVANCE
INDEXABILITY
CRAWLABILITY
INVESTMENT

And help SEO achieve this type of results
with a highly proﬁtable ROI

GRAZIE! QUESTIONS?

Measuring SEO Efforts at #SMXLMilan & #eMetricsMI

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