Post on 30-Nov-2014
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Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
Actionable SEO Metrics
SES Accelerator San Diego 2012
Ryan JonesSr. Search StrategistTeam Detroit @RyanJones
Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJonesSenior SEO StrategistTeam Detroit
www.TeamDetroit.com
www.RyanMJones.com
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
“Having more data isn’t always better”
What Are Actionable Analytics?
Actionable Analytics involve using business goals and data to drive decisions.
Act * tion * able adj \ˈak-sh(ə-)nə-bəl\ 1: Capable of being acted upon
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
What Is Your Goal?
Rankings & Visits or Sales, Conversions, Signups, & Engagement
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
Am I Hitting My Goal?
Hopefully, these aren’t your goals.
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
Look Deeper
Actionable: Information that allows a decision to be made.
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
Home Page
Category Pages
Sub Category Pages
Product pagesLong Tail Keywords
Head KeywordsConversion Rate?
Conversion Rate?
Understand & find opportunities throughout your sales funnel
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
Goal:Rank for terms like “New Trucks” and drive higher funnel shoppers
Result: Drove lots of long tail terms
Side Effect:Long tail terms had a much better
KPI conversion rate.
Lesson: Less focus on high volume “hero” terms. Go after what converts.
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
Look at Actions, Not Just Keywords
Action Impressions Clicks CTR KPIs/Revenue Bounce
Buy Product 200,000 158,000 79% $42,000 12%
Owner Support
Research & Awareness
High Funnel Terms
Group Keywords by what people are trying to do on your site
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
Actionable Reporting
Client: What’s happening & what should I do?
Start with your goals, report the metrics that align with them
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
How can I use actionable analytics to answer everyday SEO questions?
Let’s Look at some examples…..
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
OMG – Traffic is Down
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
WHY?
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
If we factor out the sale that ended, traffic was actually UP!
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
Another Example
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
Let’s Break Down that Blue Line
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
Keyword Bucketing
User Intent – Branded – Products – Events – Long Tail – Purchase Funnel
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
Titles Tags Are Ads too!
Test them with paid search
• Quickly get keyword impressions• Find out which landing page converts better• Learn what keywords convert
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
Click Through Rate Comparison
• Get Impressions from GWT with PHP script at http://tiny.tw/9UI
Rank % of Clicks0 0.0%1 36.4%2 12.5%3 9.5%4 7.9%5 6.1%6 4.1%7 3.8%8 3.5%9 3.0%
10 2.2%11 2.6%12 1.5%13 1.3%14 1.1%15 1.2%16 1.2%17 1.4%18 1.3%19 1.4%20 1.4%
VS.Expected Clicks
Actual Clicks
Do I Need A More Enticing Title Tag?
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
Example CTR CalculationKeyword: “Ford Focus”Rank: 1 Impressions: 700,000
Estimated Clicks = Impressions * % from chart700,000 * .364 = 254,800 clicks
Actual Clicks (pull from analytics not WMT)160,000 Clicks
Why So Low?
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
Paid Search Cannibalization
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
This Looks Bad….
54,238 1,200 $41,642.96 $0.77 3.71
62,671 1,765 $50,151.00 $0.80 3.62-8,433 -565 -$8,508.04 -$0.03 0.09-13.5% -32.0% -17.0% -3.8% 2.4%
Natural Search Average Position$$$ Per SearchRevenueTotal KBAsTotal Searches
% Change:
Change:Previous:
Current:
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
But This Looks Good
54,238 1,200 $41,642.96 $0.77 3.71
62,671 1,765 $50,151.00 $0.80 3.62-8,433 -565 -$8,508.04 -$0.03 0.09-13.5% -32.0% -17.0% -3.8% 2.4%
71,381 2,572 $150,906.53 $2.11 2.6649,658 1,560 $38,075.21 $0.77 2.4721,723 1,012 $112,831.32 $1.34 0.1943.7% 64.9% 296.3% 174.0% 7.6%
Paid Search
Change:
Current:Previous:
Average Position
Natural Search Average Position$$$ Per SearchRevenueTotal KBAsTotal Searches
% Change:
Change:Previous:
Current:
% Change:
Total Searches Total KBAs Revenue Revenue Per Search
125,619 3,772 $192,549.49 $1.53
112,329 3,325 $88,226.21 $0.7913,290 447 $104,323.28 $0.7411.8% 13.4% 118.2% 93.7%
TOTAL SEARCH Total Searches Total KBAs Revenue Revenue Per Search
Current: Previous:Change:
% Change:
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
Show rebidulator keyword compare tab
Keyword Cost Paid Rank
SEO Rank
Paid Clicks
SEO Clicks
Paid KPIs SEO KPIs
Blue Widgets $1596 1 1 752 986 23 400
Bacon Polenta $396 1 5 600 250 481 49
Pears $250 3 0 250 0 9 0
Bacon Pears $860 4 12 1004 12 974 3
Finding & Balancing Cannibalization
Find Opportunities – like shifting spend from “blue widgets” into “Bacon Pears”
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
Let’s look at some other questions…
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
Do I Have Indexing Issues?
Do I Have Content Issues?
Is My Content Working?
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
Indexed Pages
VS.Pages Actually Sending Traffic
VS.Total Site Pages
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
VS.Unique Keywords
* There should be a strong correlation here
Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc
@RyanJones
Thank You!
@RyanJones
www.RyanMJones.com