Meaningful SEO Metrics

@kevgibbo - #seslondonLondon | 20–24 Feb, 2012

Kevin Gibbons

Director of Strategy SEOptimise

@kevgibbo - #seslondon

• Profit per Customer?

• Number of Customers?

• Market Share?

London | 20–24 Feb, 2012

• Total Revenue?• Net Profit?• Volume of Sales?• Average Order Value?

How Do You Measure Your Key Business Goals?

@kevgibbo - #seslondonLondon | 20–24 Feb, 2012

• Organic Search Traffic?

• Year on Year Comparison?

• Non-Branded Search?

• Rankings?

How Do You Measure Your SEO Goals?

@kevgibbo - #seslondonLondon | 20–24 Feb, 2012

Maybe…

Do Rankings = Business Success?

Does Traffic = Revenue?

Isn’t That a Problem?

@kevgibbo - #seslondonLondon | 20–24 Feb, 2012

@kevgibbo - #seslondonLondon | 20–24 Feb, 2012

Client Goals = Revenue & Profit

@kevgibbo - #seslondonLondon | 20–24 Feb, 2012

So How Do We Make Business & SEO Goals More Closely Aligned?

How Do You Measure AbYour SEO Goals?

@kevgibbo - #seslondonLondon | 20–24 Feb, 2012

Decision Makers Understand the ROI of PPC

PPC Budget

Traffic Revenue Profit

@kevgibbo - #seslondonLondon | 20–24 Feb, 2012

Why Don’t We Think of SEO the Same Way?

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

Organic Rankings

Traffic Revenue Profit

@kevgibbo - #seslondonLondon | 20–24 Feb, 2012

7 Step Process to Making SEO Measurement More Like PPC…

How Do You Measure AbYour SEO Goals?

@kevgibbo - #seslondonLondon | 20–24 Feb, 2012

1) Analyse Organic Traffic Valuation as a Potential PPC Media Spend Cost

Visits in January Avg PPC Cost Per Click

Media Value

Organic Search 100,000 £0.75 £75,000

@kevgibbo - #seslondonLondon | 20–24 Feb, 2012

2) Calculate the Revenue Value of SEO

Visits in January

Avg Order Value

Orders Conversion Rate

Revenue

Branded Organic Search

40,000 £60 800 2% £48,000

Non-Branded Organic Search

60,000 £45 600 1% £27,000

Total 100,000 £53.57 1,400 1.4% £75,000

@kevgibbo - #seslondonLondon | 20–24 Feb, 2012

3) Competitor Gap Analysis

@kevgibbo - #seslondonLondon | 20–24 Feb, 2012

4) Market Share AnalysisUse PPC Research & Competitor Ranking Data to Find the Full Potential Of

Your Market

How Do You Measure bYour SEO Goals?

@kevgibbo - #seslondonLondon | 20–24 Feb, 2012

5) Make it Actionable!Tip: Make sure you link up Google Analytics & Webmaster Tools!

How Do You Measure bYour SEO Goals?

@kevgibbo - #seslondonLondon | 20–24 Feb, 2012

6) Break Down SEO Campaign into a Scalable

& Measurable Project PlanMonth Keyword Group Target No of Links

Per MonthContent Generation

On-Site SEO 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

Categorise site sections as adgroups to create content & link building SEO plan:

Month Keyword Group Avg Ranking Traffic Per Month

Revenue

Jan Road Bikes 20 5,000 £15,000

Feb Road Bikes 10 20,000 £60,000

Mar Road Bikes 5 50,000 £150,000

Keep track of key performance indicators for monthly analysis:

@kevgibbo - #seslondonLondon | 20–24 Feb, 2012

7) Forecast ResultsFind Your Average Ranking Position For Target Organic Keywords &

Build SEO Forecast to Show the Predicted Value of an SEO Campaign

Jan Apr Aug Dec£0

£5,000

£10,000

£15,000

£20,000

£25,000

£30,000

£35,000

OptimisticRealisticCurrent

@kevgibbo - #seslondonLondon | 20–24 Feb, 2012

End Result = More Measurable Results & Bigger Budgets!

How Do You Measure bYour SEO Goals?

@kevgibbo - #seslondonLondon | 20–24 Feb, 2012

Key Points to Remember…

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

Q & ALondon | 20–24 Feb, 2012 @kevgibbo - #seslondon

Please follow me on twitter: @kevgibbo

Slides will be published on: www.seoptimise.com/blog