SEO Performance Metrics That Matter

Richard Baxter Founder, SEOgadget.com

“We built a PR4 link”

Whatever!

“These people linked to you”

It did?

“This content campaign, it drove conversions”

Ooooooooh!

“Organic search assisted 15% more conversions YOY increasing revenue on the channel to £1.3m for the year to date”

I’m marketing my site.

I care about where we’re mentioned and how frequently…

And I care about it because of the REVENUE it generates.

What are your *inputs?

We should be measuring?

What are the inputs…

Blog posting

(guest)

QA

(Quora)

Email Marketing

Viral Content

Twitter

(responding +

helping)

Online Partnerships

(Moz, Majestic)

Things (tshirts,

mousemats)

Ebooks + PDF

Guides

LinkedIn

(Sharing + assist)

Google+

Webinars

“Offline”

Partnerships

PR

Blog

Youtube Channel

Tools Tips

Mentions, links built

and

enquiries

Quora followers

Threads answered

Network referals

Email Signups

Open rate / CTR

Unsubscribe rate

Shares, links and

commercial

outcomes

Follower growth

&RT’s

Referrals

SEOmoz points

QA threads

answered

Downloads

Shares, company

page follows

SEOgadget+ added

to circles

Signups +

attendees

Reciprocal referrals

Contact regularity

People tweeting

pics + thank you

Editorial Coverage

Number of blog

posts

Number of videos

Number of tools tips

We can use to measure

Tools

# New links built + competitive tracking

http://seogadget.com/find-new-and-lost-back-links-with-majesticseo/

0

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

4500000

1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829303132333435363738394041424344454647484950515253545556575859606162636465666768

Rightmove

Zoopla

Rightmove vs Zoopla:

=majesticAPI_toRange("majestichistory2","GetBackLinksHistory","historic","www.rightmove.co.uk,www.zoopla.co.uk",,"item1")

Track which sites in a serp have the highest delta (change in backlink growth)

Tracking #New Mentions that don’t link

http://freshwebexplorer.moz.com Use: seogadget -sd:seogadget.com

Track Mentions on Twitter & Google+

Track Engagement with Youtube analytics

Track network referral value in GA

Track heavy user contribution

Track follower growth vs competitor

Track engagement on 3rd party channels

Track growth in particular demographics

http://searchenginewatch.com/article/2301988/Demographics-and-

Interests-Coming-to-a-Google-Analytics-Profile-Near-You

Track growth in important pre-conversion events

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makes no warranties, express, implied or statutory, as to the information in this presentation.