Having a solid business framework, processes, KPIs, and valid data analysis on your online marketing campaign (e.g. SEO) is essential to your success.

2. About the Speaker
Gary Viray is a Co-Founder of Search Opt Media, an
SEO company in the Philippines.
I love to talk about technical marketing, SEO consultancy,
content marketing, and link acquisition strategies.
I am a self-confessed data cruncher. A Google Analytics
Certified Individual and an Adwords Qualified Individual.
I blog about inbound marketing and SEO at garyviray.com.
You can follow me on Twitter @garyshack.

3. How to Set Straight your
Online (SEO) Campaigns
with killer KPIs

4. I am optimizing
sites but…

5. Organic Traffic
Bounce Rate
Ave time on Site
# of Bananas

6. I just build links and
do outreach…

7. I admire your efforts
but I need PROFIT.

8. Are you really
looking at the right
data?

9. Lack of Structured Thinking.

12. ordinary human + machine + better process
>
strong human + machine + inferior process

13. http://www.garyviray.com/process-seo-scalability-strategy.html

17. You need a SOLID FRAMEWORK.

18. BUSINESS OBJECTIVES

19. The Great FAVS

20. Feasible
Attainable
Valuable
Straightforward

21. EX. SELL TICKETS

22. GENERATE LEADS

23. Tip: 3-5 business
objectives is
enough.

24. GOALS

25. Goals are specific
strategies.

26. REMINDER:
GOALS IN GOOGLE
ANALYTICS != GOALS

27. Goals are itemized units of
the business objectives.

28. KEY PERFORMANCE
INDICATORS (KPIs)

29. KPI VS. METRIC

30. A METRIC is a COUNT.

31. A key performance indicator
(KPI) is a metric that helps you
understand how you are doing
against your objectives.
References:
www.kaushik.net/avinash
cutroni.com

32. KPIs are unique to every company.

33. TARGETS

35. SEGMENTS

36. Slice and Dice
Analytics Data.

37. FRAMEWORK
Segments
Acquisition: Organic Search Behavior: Days to Checkout Behavior: Visit to Sign-ups
Targets
$300 Average on Size,
$1M/Mo,
45% Profit Margin/Sale
1000 Sign-ups per month
KPIs
# Average Order Size,
Monthly Revenue,
Profit Margin/Sale
# Web Sign-ups
Goals
Sell Products x, y, z,
Make Profit
Capture Leads using ManyContacts,
Increase web sign-ups
Business Objectives
Online Sales Generate Leads
References:
www.kaushik.net/avinash
cutroni.com

38. Let’s Start Cracking!

39. METRICS TO AVOID

40. Average
Ratio
Percentage
Compound Metrics

41. e.g. Ave Time on Site
>> Segment it (Channels)
>> Distribution (length of visits)

42. A sample of

43. Sources Conv Rate
Google 0.66%
Yahoo 0.82%
No insight metric =(

44. Sources Conversion Visits Conv Rate
Google 55 8,300 0.66%
Yahoo 67 8,600 0.82%
Raw numbers give you key context around performance.

45. POLISHED DATA

46. Control Limits
(Average KPI Value) +/- (3 x (Standard Deviation))
Separate Noise from True Signals using Statistics

47. STANDARD DEVIATIONS
CONFIDENCE LEVEL
CONTROL LIMITS

48. Sources Conversion Visits Conv Rate
Control 55 8,300 0.66%
Treatment 67 8,600 0.82%
Using chi-squared test: Not Statistically Significant!

49. Sources Conversion Visits Conv Rate
Control 55 8,300 0.66%
Treatment 87 8,600 1.06%
Using chi-squared test: Statistically Significant!

50. Control Limits
(Average KPI Value) +/- (3 x (Standard Deviation))
http://www.kaushik.net/avinash/excellent-analytics-tip-9-leverage-statistical-control-limits/

51. Control Limits
Use it for Cart and Abandonment Rate

52. Site Abandonment Rate (%)
= [1 – (the total orders placed on the website / total add to cart
clicks)].
Cart Abandonment Rate (%)
= [1 – (the total number of people who start checkout / the total
number of add to cart clicks)].
Checkout Abandonment Rate (%)
= [1 – (the total number of people who complete checkout / the
total number of people who start checkout)].

53. More KPIs
1. Conversion Rate.
2. Average Order Value.
3. Days & Visits To "Purchase".
-look for dispersion/distribution and not averages.
4. Visitor Loyalty & Visitor Recency.
- Filter out new visits
5. Task Completion Rate.
- what happens to the 98%. Survey is the key. Do Data sampling.
6. Share of Search.
- Searchmetrics, Semrush
- compete, Alexa.

54. Tandem KPIs
Acquisition
CTR <> Bounce Rate
Sessions <> Users
Behavior
Time on Site <> Page views per Visit
Outcome Metrics
Conversion Rate <> Average Order Value
Conversion Rate <> Task Completion Rate
Conversion Rate deals with the company and Task Completion Rate solves for
the customer.
Revenue <> Profitability

55. Key Takeaways
Have a Solid Framework on top of your processes.
Remember FAVS in setting your business objectives.
Goals are specific strategies.
KPIs are metrics that help you understand your performance against your objectives.
Every company has a different set of KPIs.
KPIs should give actionable insights.
Be Careful dealing with Average, Percentage, Ratio and Compound Metrics.
Use Statistical Analysis.

56. SESSION-BASED
METRICS
CUSTOMER-LEVEL
METRICS

57. http://www.kaushik.net/avinash/digital-marketing-analytics-ladder-step-by-step-success/

58. How to Set Straight your
Online (SEO) Campaigns
with killer KPIs
References:
www.kaushik.net/avinash
cutroni.com

59. CONTACT US
Search Opt Media Inc.
Skylounge, Altiva Bldg.
Cypress Towers, Taguig City 1632
www.searchoptmedia.com
Phone Number: (+632) 696-9145
Email: info@searchoptmedia.com
US Number: (415) 685-5868