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SEO Analytics
1.
2.
Frequent speaker on
SEO, SEM, and integrated marketing
3.
Written articles for
iMedia, Website Magazine, and Search Engine Land
4.
5.
Over 40 fulltime
employees
6.
Ranked top 20
SEO firm nationally
7.
8.
July 21, 2009
SEO & Analytics – Creating a Model for ROI Guest Speaker from Red Door Interactive John Faris, Senior Search Strategist
9.
10.
Leveraging competitive ranking
reports
11.
Isolating SEO traffic
& conversions with analytics
12.
13.
Set a benchmark
and track rankings over time
14.
Track all pages
ranking for each keyword
15.
Target indented listings
16.
Identify keywords not
in top 50
17.
18.
Categorize keywords by
theme/topic
19.
Identify several perceived
competitor sites
20.
Identify several informational
sites dominating vertical SERPs
21.
Analyze visibility of
sites by theme
22.
23.
Segment search traffic
24.
Segment organic traffic
vs. paid search
25.
Segment brand vs.
non-brand searches
26.
Having this data
will be useful in:
27.
Developing an ROI
model
28.
Understanding impact of
branding
29.
30.
Ecommerce (Left
Nav)> Revenue Analysis > Non Paid Keywords
31.
Filter Keyword: Excluding
> Brand|Barnd|Product|Prdouct
32.
33.
Set-up segments for
various search traffic types
34.
Paid brand searches
35.
Paid non-brand searches
36.
Organic brand searches
37.
38.
Segment > Non-brand
Organic
39.
Traffic > Visits
(for SEO traffic)
40.
Commerce > Top
Line Report > Sales Activity (for SEO conversions)3/25/2010 ©2009 Red Door Interactive 15 SEO & Analytics Isolating SEO Metrics - HBX
41.
42.
Add Metrics >
Searches and 1-3 Key Conversions (varies)
43.
Filter Options >
If All Criteria Are Met > Does Not Contain > Brand keyword
44.
Use * for
wildcards
45.
Use “OR” to
include multiple terms
46.
Refine based on
results
47.
48.
Seems straightforward for
pure-play ecommerce sites
49.
Softer conversion metrics
have value too!
50.
Consider Lifetime Customer
Value or Net Present Value
51.
More challenging for
B2B and brick and mortar retailers
52.
Track offline conversions
with CRM integration or behavioral targeting (unique coupons codes or unique phone numbers)
53.
Back-out the value
of leads (lead conversion rate X average sale profit)
54.
55.
3/25/2010 ©2009 Red
Door Interactive 19 SEO & Analytics Questions
56.
57.
Tuesday, August 25
58.
59.
Twitter – http://www.twitter.com/reddoor
60.
Newsletter - http://www.reddoor.biz/contact/emailsignup/
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