Presentation from Kevin Gibbons at SES London 2012 on SEO metrics and why you need to look at search marketing at a business level: http://www.seoptimise.com/blog/2012/02/meaningful-seo-metrics.html

1. London | 20–24 Feb, 2012 @kevgibbo - #seslondon
Meaningful SEO Metrics
Kevin Gibbons
Director of Strategy
SEOptimise

2. London | 20–24 Feb, 2012 @kevgibbo - #seslondon
How Do You Measure Your Key
Business Goals?
• Total Revenue? • Profit per Customer?
• Net Profit? • Number of
• Volume of Sales? Customers?
• Average Order Value? • Market Share?

3. London | 20–24 Feb, 2012 @kevgibbo - #seslondon
How Do You Measure Your SEO
Goals?
• Organic Search
Traffic?
• Year on Year
Comparison?
• Non-Branded
Search?
• Rankings?

4. London | 20–24 Feb, 2012 @kevgibbo - #seslondon
Isn’t That a Problem?
Do Rankings = Business Success?
Does Traffic = Revenue?
Maybe…

5. London | 20–24 Feb, 2012 @kevgibbo - #seslondon

6. London | 20–24 Feb, 2012 @kevgibbo - #seslondon
Client Goals = Revenue & Profit

7. London | 20–24 Feb, 2012 @kevgibbo - #seslondon
So How Do We Make Business & SEO Goals
More Closely Aligned?

8. London | 20–24 Feb, 2012 @kevgibbo - #seslondon
How Do You Measure AbYour of PPC
Decision Makers Understand the ROI
SEO Goals?
PPC
Traffic Revenue Profit
Budget

9. London | 20–24 Feb, 2012 @kevgibbo - #seslondon
Why Don’t We Think of SEO the Same Way?
Organic
Traffic Revenue Profit
Rankings
Paid Search Metric Organic Search Equivalent
CPC (Cost Per Click) SEO Costs / Traffic
CPA (Cost Per Acquistion) SEO Costs / Conversions
Conversion Rate (Conversions/ Traffic) * 100
ROI (Revenue – SEO Costs) / SEO Costs * 100

10. London | 20–24 Feb, 2012 @kevgibbo - #seslondon
7 Step Process to Making SEO Measurement
More Like PPC…

11. London | 20–24 Feb, 2012 @kevgibbo - #seslondon
1) Analyse Organic Traffic Valuation as a Potential
How Do You Measure AbYour
PPC Media Spend Cost
SEO Goals?
Visits in January Avg PPC Media Value
Cost Per Click
Organic Search 100,000 £0.75 £75,000

12. London | 20–24 Feb, 2012 @kevgibbo - #seslondon
2) Calculate the Revenue Value of SEO
Visits in Avg Order Orders Conversion Revenue
January Value Rate
Branded 40,000 £60 800 2% £48,000
Organic
Search
Non-Branded 60,000 £45 600 1% £27,000
Organic
Search
Total 100,000 £53.57 1,400 1.4% £75,000

13. London | 20–24 Feb, 2012 @kevgibbo - #seslondon
3) Competitor Gap Analysis

14. London | 20–24 Feb, 2012 @kevgibbo - #seslondon
4) Market Share Analysis
Use PPC Research & Competitor Ranking Data to Find the Full Potential Of Your
Market

15. London | 20–24 Feb, 2012 @kevgibbo - #seslondon
How Do YouMake it Actionable! SEO
5) Measure bYour
Tip: Make sure you link up Google Analytics & Webmaster Tools!
Goals?

16. London | 20–24 Feb, 2012 @kevgibbo - #seslondon
How DoDown SEO Campaign into aSEO
6) Break You Measure bYour Scalable
& Measurable Project Plan
Goals?sections as adgroups to create content & link building SEO plan:
Categorise site
Month Keyword Group Target No of Links Content On-Site SEO
Per Month Generation Checklist
Jan Road Bikes 50 10 new pages Completed
Feb Mountain Bikes 50 10 new pages Completed
Mar Cycling Clothing 50 10 new pages To Do
Keep track of key performance indicators for monthly analysis:
Month Keyword Group Avg Ranking Traffic Per Revenue
Month
Jan Road Bikes 20 5,000 £15,000
Feb Road Bikes 10 20,000 £60,000
Mar Road Bikes 5 50,000 £150,000

17. London | 20–24 Feb, 2012 @kevgibbo - #seslondon
7) Forecast Results
Find Your Average Ranking Position For Target Organic Keywords &
Build SEO Forecast to Show the Predicted Value of an SEO Campaign
£35,000
£30,000
£25,000
£20,000 Optimistic
£15,000 Realistic
Current
£10,000
£5,000
£0
Jan Apr Aug Dec

18. London | 20–24 Feb, 2012 @kevgibbo - #seslondon
End Result = More Measurable Results & Bigger
Budgets!

19. London | 20–24 Feb, 2012 @kevgibbo - #seslondon
How Do Key Points to Remember… SEO
You Measure bYour
Goals?
1) Define Business Goals & Align Them With Your SEO KPIs
2) Measure SEO Performance as Closely as a PPC Campaign
3) Break Projects Down into Manageable Actions & Achievable
Results

20. London | 20–24 Feb, 2012 @kevgibbo - #seslondon
Please follow me on twitter: @kevgibbo
Q&A
Slides will be published on:
www.seoptimise.com/blog