According to Bright Edge, Organic Search remains the dominant source of trackable web traffic and the largest digital channel with 53 % of total traffic. Does this SEO traffic come from branded keywords ? How much sales is generating your SEO ? Which attribution model are you using to keep track of SEO conversions ? When it comes to assess true value of your SEO efforts, we need to digg into your Google Analytics and understand your customer journey.

1. 26th of february 2020 | Geneva
Camille Thomas
@k_lice
HOW TO UNVEIL TRUE VALUE OF SEO ?

2. @k_lice #searchy2020
Camille Thomas, International SEO & Web analytics
consultant
•10 years experience in SEO & Web analytics
• In agency (Baobaz, Search Foresight)
• Brand (Cartier International)
• Freelance (depuis fin 2019)
•Specialist in optimizing international websites with
large audience.
camille.thomas88@gmail.com @k_lice

3. IT USED TO BE EASIER…
3

4. KEYWORDS SHOULD NOT PASS (not
provided) in oct. 2011

5. GDPR EU REGULATION
#explicit consent
#Safari&firefox
#bybyethirdpartycookies

6. 6
IN 2014 GROUPON DISCOVERED THAT UP TO 60 % OF DIRECT TRAFFIC IS
ACTUALLY ORGANIC SEARCH
Experiment Shows Up To 60% Of
“Direct” Traffic Is Actually Organic
Search,
https://www.conductor.com/blog/2014
/07/organic-search-actually-
responsible-64-web-traffic/

7. 7
SETTING UP YOUR GOOGLE ANALYTICS ACCOUNT TO CAPTURE 100% OF
SEO TRAFFIC
Checkout this great guide :https://www.zionandzion.com/google-analytics-best-practice/
https://www.conductor.com/blog/2018/12/find-missing-search-analytics-
data/
Unknow search engines for
Google

8. YES SEO IS BIG
8

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SEO IS UP TO 53% OF ALL YOUR TRAFFIC
Source : https://videos.brightedge.com/research-report/BrightEdge_ChannelReport2019_FINAL.pdf

10. IS TRAFFIC ENOUGH ?
10

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MY TRAFFIC IS FLAT BUT MY SEO VISIBILITY INCREASES !
Traffic
vs
visibility

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NO CLICKS SHARE ON SEARCH ENGINE RESULT IS GROWING

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GOOGLE IS NOW THE PLATFORM
flights
Sports
Hotels
Concerts

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GOOGLE SEARCH CONSOLE WILL PROVIDE YOU MOST ACCURATE DATA

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BUT DO NOT FORGET TO REMOVE « BRAND EFFECT »
Creating a Google datastudio with a dedicated filter
setup with a regex

16. WHAT IS THE BEST KPI TO MEASURE TRUE
VALUE OF SEO ?
16

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NO BRAINER, ONLY SALES MATTERS

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OK… BUT WHICH CHANNEL SHOULD TAKE CREDIT OF IT ?

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MOST OF WEB ANALYTICS MEASUREMENT TOOL USE LAST NON DIRECT
CLICK BY DEFAULT

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LAST NON DIRECT CLICK ?
In the Last Non-Direct Click, all direct traffic is ignored and 100% of the credit goes to the
last channel that the customer clicked through before converting

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WHY ?
$$

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ASSISTED CONVERSIONS ARE KEY TO UNDERSTANDING THE TRUE
VALUE OF A CHANNEL

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ASSISTED TRANSACTIONS IN GOOGLE ANALYTICS

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IS YOUR SEO TRAFFIC AN ASSISTED CHANNEL ?
Non-branded
keywords
branded keywords

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EXAMPLE OF ASSISTED RATIOS
OK.. BUT WHICH CHANNEL SHOULD GET THE CREDIT OF IT ?

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YOU CAN TEST DIFFERENT ATTRIBUTION MODEL ON G.A
https://support.google.com/google-ads/answer/7002714?hl=en

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DO NOT HESITATE TO COMPARE ATTRIBUTION MODEL ON G.A

28. AS A CONCLUSION..
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Make sure your web analytics tool is well set up to get most of SEO traffic
Rely on Search console when it comes to measuring SEO visibilty
Create your own datastudio to monitor share of unbranded keywords
Last click is not enough to measure performance of generic keywords
Compare different attribution model and choose the most relevant for your
business
WRAP-UP

30. 30
THANKS !
Any questions ?