Powers and Functions of CPCB - The Water Act 1974.pdf
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Jones ryan seo-performancemetrics
1. @RyanJones
Manager â SEO Analytics
SapientNitro
www.SapientNitro.com
www.RyanMJones.com
SEO Performance Metrics
Ryan Jones | SMX East. October 1, 2012
Slides Online at www.RyanMJones.com
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@RyanJones
2. â How do you measure your SEO
recommendations? â
- One of My Favorite Interview Questions
Note: If you want to hear more of my interview questions, Weâre hiring a Sr. Manager in Chicago, Detroit or Toronto. Send
me a resume.
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@RyanJones
4. Even More Say This:
Note: I took this from an actual e-book being sold online.
If this is YOUR ebook, letâs talk.
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5. These are NOT the Metrics Youâre Looking For...
Pagerank â Alexa Rank â Hits â Rankings â MozRank â Number of Links â Any âScoreâ
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6. So What IS the answer?
The best answer is to ask another question.
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7. Goals Not Goals
Sales Visits
Leads Video Views
KPIs / LFAs Rankings
Awareness or Facebook Likes, Twitter
Engagement Followers
Whatâs Your Goal?
Sales? Conversions? Leads? Awareness? These are all valid goals depending upon your business.
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@RyanJones
8. â Measure what makes sense, not simply
whatâs measurable.â
- Use your goals to create actionable KPIs that measure success.
- Good KPIs should serve as reliable indicators and predictors of
your goals.
- Statistical modeling and correlation can help â but be careful.
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@RyanJones
9. Letâs look at an exampleâŠ.
â I need search volumes on Macbook Air
And Macbook Pro.â
- Your Boss
Sure BossâŠ
MBA gets 4 million searches/month
MBP gets 9 million searches/month
Why?
Weâre marketing a newsletter to Mac owners
Well, you should use sales numbers then.
Really?
Yes! Thereâs more Macbook air owners than Pro owners
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11. âReporting shows what the number is.
Analytics tell why and what we should
do about itâ
Act * tion * able adj Ëak-sh(É-)nÉ-bÉl âWhatâs happening and what
1: Capable of being acted upon should I do about it?â
- your boss or client.
Rule of Thumb: If it doesnât contain words, insights, actions, or
recommendations itâs NOT analytics.
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@RyanJones
12. Reporting: Actionable Analysis:
âItâs 4th and inches from
the 36. Our RB is
Down: 4
averaging 2.3 YPC and
Ball Location : 36 yd line
our kickerâs range is 42
yards.â
Reporting vs. Actionable Analytics.
Referee Rhea Demonstrates the Difference.
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13. Quantum Measurement: The Observer Effect
Correlation is NOT causation. Optimizing toward one variable MAY change your
correlation.
Example: YouTube Views Correlate To Sales.
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@RyanJones
14. You Canât Have Half of a Funnel
If you donât fill the top,
nothing comes out at the
bottom.
Bad things also happen if you
plug the hole at the bottom.
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@RyanJones
15. That Same Funnel Can Be Used For Keywords
Head Keywords Home Page
UFAs â Upper Funnel Activities
Category Pages
Sub Category Pages
Long Tail Keywords
LFAs â Lower Funnel Activities
Product pages
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@RyanJones
16. The SEO Process Revolves Around Analytics
Maintenance Discovery
Analytics
Execution Strategy
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@RyanJones
17. Letâs Look At Some Examples
Tips & Tricks You Can Use Today
Apologize: weâre about to get all bulleted lists up in here
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@RyanJones
18. Looking at SEO Visits and LFAs.
Ideally, Visits & LFA trends should mirror each other.
If theyâre converging, build more high funnel terms.
If theyâre diverging, it may be a conversion rate issue.
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@RyanJones
19. â Tip: Donât just look at keywords, look at
upper and lower funnel actions.â
- Bucket Keywords into user intents
Keyword Cost Paid SEO Paid SEO Paid LFAs SEO LFAs
Bucket Rank Rank Visits Visits
Navigational $1596 1 1 752 986 125 400
Blue Widgets $396 1 1 600 250 481 49
Conquest $250 1 0 250 0 42 0
Red Sprockets $860 4 12 1004 12 816 3
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@RyanJones
20. Is That New Title Tag Working?
Paid Search measures click through rates. SEO can too!
Use Googleâs Webmaster Tools for Impressions.
Calculate theoretical CTR, compare to actual
When launching new titles, did your CTR go up too?
Position % of Clicks
0 0.0%
1 36.4% Crazy Conspiracy Theory: Learn to Use WMT
2 12.5% data now â if trends continue it may be all
3 9.5%
4 7.9% weâre left with!
5 6.1%
6 4.1%
7 3.8%
8 3.5%
9 3.0% âą Get Impressions from GWT with PHP script
10 2.2%
11 2.6%
at http://tiny.tw/9UI
12 1.5%
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@RyanJones
21. Tips For Analytics Success
Analytics involves words, insights, and actions â not just
numbers.
If you can automate it, itâs reporting not analysis.
Measure what matters, not whatâs easily measurable.
Correlation doesnât mean causation. Optimizing for one
of the factors may even change that correlation
Develop your goals first, then choose metrics that
effectively measure those goals
Thereâs a forest behind the trees. Donât forget to look at
the big picture.
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@RyanJones
22. Thank You!
@RyanJones
Manager â SEO Analytics
SapientNitro
www.SapientNitro.com
www.RyanMJones.com
Thank You!
* Download These Slides at www.RyanMJones.com
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@RyanJones
Hinweis der Redaktion
Talk about physics, electron microscope, bore audience with math then come back to how itâs like SEO. If time mention heisenberg uncertainty principle and shroedingerâs cat in a box. Donât actually put cat in box.
Give example here from OSM blog post talk about it.
More funnels. Talk about why ranking #1 for SEO isnât really that valuable. Potentially add slide showing how to report on keyword groups / actions.
Nobody in SEO seems to measure this. Not sure why.
Being an SEO means knowing all areas. Not just ___-