SEO Analytics in a Not Provided World: Change Your Focus to Profit and ROI!
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Transcript of SEO Analytics in a Not Provided World: Change Your Focus to Profit and ROI!
With Disruption Comes Opportunity: Proving SEO Value
in a (not provided) world
Photo Credit: papalars via Compfight
By Jeff Sauer Founder of Knowledge Land
SMX Advanced | June 12, 2014
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Your Guide
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Jeff Sauer Marketer and Entrepreneur Knowledge.Land Minneapolis, MN, USA Email: jeff@jeffaly<cs.com google.com/+JeffSauer Newsle*er: bit.ly/jeffaly<cs
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Our Feelings About (not provided)
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Executives Aren’t Losing Sleep
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
It’s Time to Make Adjustments
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
How Should We Adjust?
Dig Deeper into Google Analy<cs
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
How Should We Adjust?
Dig Deeper into Google Analy<cs
Prove Business Value
DIG DEEPER: WAYS AROUND (NOT PROVIDED) IN GOOGLE ANALYTICS
Photo Credit: One_Penny via Compfight
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Taking Advantage of all GA has to Offer
ORGANIC SEARCH REPORTS
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Measure Year Over Year Growth Trends
Traffic Comparison by Date S<ll Works Great!
SECONDARY DIMENSIONS
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Landing Page as Secondary Dimension
No Keyword Provided?
No Problem
FILTER YOUR DATA
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Ugly Not Provided Keywords
What Does it Mean?
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Filter Data to Include Landing Page
How to steal some 'not provided' data back from Google: h*p://econsultancy.com/blog/8342-‐how-‐to-‐steal-‐some-‐not-‐provided-‐data-‐back-‐from-‐google
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Landing Page As Keyword Proxy
Not Perfect, but Much BeZer!
WEBMASTER TOOLS
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Google Webmaster Tools Reports
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Google Webmaster Tools Reports BeauGful (and Increasingly More Accurate) Search Data!
CUSTOM METRICS AND DIMENSIONS
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Pull SEO Data into Google Analytics
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
SEO Dimension Widening Example
Dimension Widening for SEO: h*p://bit.ly/SEOwidening
DEMOGRAPHICS
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Enable These and Update Your Tracking Code To include dc.js
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
View ABC Reports by Demographic
Performance by Age
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Organic as a Secondary Dimension
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Mash Up – Popular Search LPs by Age
Find High Value Search Visitor Segments
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
More Alternatives to Not Provided
Proving SEO Value in Google AnalyGcs: h*p://moz.com/blog/proving-‐seo-‐value-‐in-‐google-‐analyGcs
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Photo Credit: brongaeh via Compfight
Prove Business Value By Reporting on Fully Loaded Costs, ROI and LTV
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
How Profit Should Be Calculated
Revenue
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Subtract Our Ad Spend
Revenue
Marke<ng Investment
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Subtract Cost of Selling Each Product
Revenue Product Cost
Marke<ng Investment
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Subtract Fixed Costs of Business
Revenue Product Cost
Fixed Costs
Marke<ng Investment
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Now You Have Net Profit
Revenue Product Cost
Fixed Costs
Net Profit
Marke<ng Investment
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Here’s an ROI Equation to Use
Gain From Investment (Net Profit)
Cost of Investment
Cost of Investment
ROI
True ROI Measurement: h*p://bit.ly/TrueROI
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Here’s an Example with Numbers
Revenue $99,630 100% SEO Spend $10,942 -‐ Return on SEO Spend $88,688 811% Cost of Goods Sold $77,625 78% Gross Revenue $11,063 11% Total Fixed Costs $5,000 5% Net Profit $6,063 6% True ROI 55%
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
True Return on Investment is Important
Revenue $99,630 100% Ad Spend $10,942 -‐ Return on Ad Spend $88,688 811% Cost of Goods Sold $77,625 78% Gross Revenue $11,063 11% Total Fixed Costs $5,000 5% Net Profit $6,063 6% True ROI 55%
We need to subtract the expenses needed to achieve
revenue to understand true ROI
Learn How To Get This Spreadsheet: h*p://bit.ly/SEO_ROI
Don’t Forget About Lifetime
Value
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Lifetime Value = Long Term Investment
Revenue $149,445 100% SEO Spend $10,942 -‐
Return on SEO Spend $138,503 1266%
Cost of Goods Sold $116,437 78% Gross Revenue $22,066 15%
Total Fixed Costs $5,000 5% Net Profit $17,066 17% True ROI 156%
More Profit = Bigger Budgets!
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Executives Get Paid on Profit
Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value
Thank You!
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Jeff Sauer Marketer and Entrepreneur Knowledge.Land Minneapolis, MN, USA Email: jeff@jeffaly<cs.com google.com/+JeffSauer Newsle*er: bit.ly/jeffaly<cs