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Meaningful SEO Metrics
How to measure SEO performance?
Phil Amery
@fimre
philamery.com
20th March 2015
I. General
II. Financial
III.Competitive
Meaningful SEO Metrics
General SEO Metrics
1. organic search engine traffic
2. organic rankings
3. landing pages getting organic traffic
4. quali...
Organic Search Engine Traffic - Volume
& Share
Google Analytics - Acquisition Channels
Time range:
- daily
- weekly
- mont...
Sudden Traffic Drops and Spikes
Google Alerts with Google Analytics
Search Engines by Region and Market
Google Analytics - Acquisition Channels - Search Engines
Search engines market share
-...
Organic Rankings
“Focus on topical performance with
keywords around a certain theme
rather than on individual keyword”
FOL...
Organic Rankings
DIVERSIFIED
AND
PERSONALISED
mobile
devices
localisation
Hummingbird
entity & context
desktops
voice sear...
Keyword Identification
1. search volume (language & geolocation)
2. seasonality
3. relevancy
4. search intent
5. branded v...
Overcoming the ‘not -provided’ issue
Google Webmaster Tools
Landing Pages with Organic Traffic
Google Webmaster Tools
Landing Pages with Organic Traffic
Google Analytics
Quality of Organic Traffic
Metrics:
- bounce rate
- pages / session
- avg. session
duration
Quality of Organic Traffic
“You need to get your users engaged and
direct them to take action”
Referral Traffic
Other alternatives:
- Webmaster Tools
- moz
- ahrefs
- Majestic
Google Analytics
Impressions and CTR
Google Webmaster Tools
Aim to identify low-hanging fruits
Impressions and CTR
“The higher the position, the higher the
CTR - as a consequence, a higher user
engagement”
I. General
II. Financial
III.Competitive
Meaningful SEO Metrics
Financial SEO Metrics
1. revenue and transactions
2. goal conversions
3. customer acquisition value
4. ROI - turnover and ...
Transactions and Revenue
Transactions and Revenue by Landing
Page
Goal Conversions
Few examples of goals we could consider:
- newsletter subscriptions
- demo, sample or call-back requests
...
Gross SEO Costs and ROI
New users Transactions Clicks Revenue SEO Fee
February 2015 4,583 705 9,234 Ft 10,955,733 Ft 250,0...
SEO Costs and ROI - Other
Considerations
- Attribution model comparison
- Multi-Channel Funnels
- Customer Lifetime Value ...
Quick Reporting Solutions -
Dashboards
- Google Analytics Custom Reports
- Google Analytics Add-On for Google Spreadsheet
...
I. General
II. Financial
III.Competitive
Meaningful SEO Metrics
Competitive SEO Metrics
Phil Amery
phil@philamery.com
@fimre
hu.linkedin.com/in/fulopimre/
bit.ly/PhilAmery
THANK YOU
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Meaningful SEO Metrics - How to Measure SEO Performance?

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How to measure SEO performance for business owners and marketers alike. Usable especially for those who are outsourcing their SEO initiatives to local or regional agencies.

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Meaningful SEO Metrics - How to Measure SEO Performance?

  1. 1. Meaningful SEO Metrics How to measure SEO performance? Phil Amery @fimre philamery.com 20th March 2015
  2. 2. I. General II. Financial III.Competitive Meaningful SEO Metrics
  3. 3. General SEO Metrics 1. organic search engine traffic 2. organic rankings 3. landing pages getting organic traffic 4. quality of organic traffic 5. referral traffic 6. impressions and CTR
  4. 4. Organic Search Engine Traffic - Volume & Share Google Analytics - Acquisition Channels Time range: - daily - weekly - monthly - custom Get alerted in time on sudden drops or increase of traffic through organic search
  5. 5. Sudden Traffic Drops and Spikes Google Alerts with Google Analytics
  6. 6. Search Engines by Region and Market Google Analytics - Acquisition Channels - Search Engines Search engines market share - Google - global - Yandex - Russia - Baidu - China - Yahoo - Japan - Seznam - Czech Republic - Bing - US
  7. 7. Organic Rankings “Focus on topical performance with keywords around a certain theme rather than on individual keyword” FOLLOW DON’T CHASE
  8. 8. Organic Rankings DIVERSIFIED AND PERSONALISED mobile devices localisation Hummingbird entity & context desktops voice search (not provided)
  9. 9. Keyword Identification 1. search volume (language & geolocation) 2. seasonality 3. relevancy 4. search intent 5. branded vs non-branded
  10. 10. Overcoming the ‘not -provided’ issue Google Webmaster Tools
  11. 11. Landing Pages with Organic Traffic Google Webmaster Tools
  12. 12. Landing Pages with Organic Traffic Google Analytics
  13. 13. Quality of Organic Traffic Metrics: - bounce rate - pages / session - avg. session duration
  14. 14. Quality of Organic Traffic “You need to get your users engaged and direct them to take action”
  15. 15. Referral Traffic Other alternatives: - Webmaster Tools - moz - ahrefs - Majestic Google Analytics
  16. 16. Impressions and CTR Google Webmaster Tools Aim to identify low-hanging fruits
  17. 17. Impressions and CTR “The higher the position, the higher the CTR - as a consequence, a higher user engagement”
  18. 18. I. General II. Financial III.Competitive Meaningful SEO Metrics
  19. 19. Financial SEO Metrics 1. revenue and transactions 2. goal conversions 3. customer acquisition value 4. ROI - turnover and profit 5. Customer lifetime value (CLV)
  20. 20. Transactions and Revenue
  21. 21. Transactions and Revenue by Landing Page
  22. 22. Goal Conversions Few examples of goals we could consider: - newsletter subscriptions - demo, sample or call-back requests - blog post comments - …
  23. 23. Gross SEO Costs and ROI New users Transactions Clicks Revenue SEO Fee February 2015 4,583 705 9,234 Ft 10,955,733 Ft 250,000 Cost/New user Cost/Transaction Cost/Click ROI February 2015 Ft 55 Ft 355 Ft 27 97.72% ROI = Revenue - Investment Investment
  24. 24. SEO Costs and ROI - Other Considerations - Attribution model comparison - Multi-Channel Funnels - Customer Lifetime Value (CLV) - Life expectancy - Cost per acquisition (CAC)
  25. 25. Quick Reporting Solutions - Dashboards - Google Analytics Custom Reports - Google Analytics Add-On for Google Spreadsheet - SuperMetrics Data Grabber (Excel & Spreadsheet) - Instantmetrics.co - ...
  26. 26. I. General II. Financial III.Competitive Meaningful SEO Metrics
  27. 27. Competitive SEO Metrics
  28. 28. Phil Amery phil@philamery.com @fimre hu.linkedin.com/in/fulopimre/ bit.ly/PhilAmery THANK YOU

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