SEO Performance Metrics -RyanJones

7/30/2019 SEO Performance Metrics -RyanJones

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1@RyanJones

Ryan Jones | SMX East. October 1, 2012Slides Online at www.RyanMJones.com

SEO Performance Metrics

@RyanJones

Manager SEO AnalyticsSapientNitro

www.SapientNitro.com

www.RyanMJones.com
http://www.sapientnitro.com/http://www.ryanmjones.com/http://www.ryanmjones.com/http://www.sapientnitro.com/


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2@RyanJones

How do you measure your SEO

recommendations?

- One of My Favorite Interview Questions

Note: If you want to hear more of my interview questions, Were hiring a Sr. Manager in Chicago, Detroit or Toronto. Sendme a resume.


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Lots of People Say This:


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Even More Say This:

Note: I took this from an actual e-book being sold online.If this is YOUR ebook, lets talk.


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These are NOT the Metrics Youre Looking For...Pagerank Alexa Rank Hits Rankings MozRank Number of Links Any Score


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Whats Your Goal?Sales? Conversions? Leads? Awareness? These are all valid goals depending upon your business.

Goals Not Goals

Sales Visits

Leads Video Views

KPIs / LFAs Rankings

Awareness orEngagement Facebook Likes, TwitterFollowers


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@RyanJones

Measure what makes sense, not simply

whats measurable.

- Use your goals to create actionable KPIs that measure success.

- Good KPIs should serve as reliable indicators and predictors ofyour goals.

- Statistical modeling and correlation can help but be careful.


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I need search volumes on Macbook Air

And MacbookPro.

- Your Boss

Sure BossMBA gets 4 million searches/monthMBP gets 9 million searches/month

Why?Were marketing a newsletter to Mac ownersWell, you should use sales numbers then.Really?

Yes! Theres more Macbook air owners than Pro owners

Lets look at an example.


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Reporting vs. Analytics.Looking Deeper than Visits over Time


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Reporting shows what the number is.Analytics tell why and what we should

do about it

Act * tion * able adj \ak-sh(-)n-bl\1: Capable of being acted upon

Whats happening and whatshould I do about it?

- your boss or client.

Rule of Thumb: If it doesnt contain words, insights, actions, orrecommendations its NOT analytics.


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Reporting: Actionable Analysis:

Down: 4

Ball Location : 36 yd line

Its 4th and inches fromthe 36. Our RB isaveraging 2.3 YPC andour kickers range is 42

yards.

Reporting vs. Actionable Analytics.Referee Rhea Demonstrates the Difference.


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Quantum Measurement: The Observer Effect

Correlation is NOT causation. Optimizing toward one variable MAY change yourcorrelation.

Example: YouTube Views Correlate To Sales.


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You Cant Have Half of a Funnel

If you dont fill the top,nothing comes out at thebottom.

Bad things also happen if youplug the hole at the bottom.


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That Same Funnel Can Be Used For Keywords

Home Page

Category Pages

Sub Category Pages

Product pages

Long Tail Keywords

Head Keywords

UFAs Upper Funnel Activities

LFAs Lower Funnel Activities


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The SEO Process Revolves Around Analytics

Discovery

StrategyExecution

Maintenance

Analytics


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Tips & Tricks You Can Use TodayLets Look At Some Examples

Apologize: were about to get all bulleted lists up in here


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Looking at SEO Visits and LFAs.

Ideally, Visits & LFA trends should mirror each other.

If theyre converging, build more high funnel terms.

If theyre diverging, it may be a conversion rate issue.


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Tip:Dont just look at keywords, look atupper and lower funnel actions.

- Bucket Keywords into user intents

KeywordBucket

Cost PaidRank

SEORank

PaidVisits

SEOVisits

Paid LFAs SEO LFAs

Navigational $1596 1 1 752 986 125 400

Blue Widgets $396 1 1 600 250 481 49

Conquest $250 1 0 250 0 42 0

Red Sprockets $860 4 12 1004 12 816 3


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Is That New Title Tag Working?

Paid Search measures click through rates. SEO can too!

Use Googles Webmaster Tools for Impressions.

Calculate theoretical CTR, compare to actual

When launching new titles, did your CTR go up too?

Position % of Clicks

0 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%

Get Impressions from GWT with PHP script

at http://tiny.tw/9UI

Crazy Conspiracy Theory: Learn to Use WMT

data now if trends continue it may be all

were left with!
http://tiny.tw/9UIhttp://tiny.tw/9UI


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Tips For Analytics Success

Analytics involves words, insights, and actions not just

numbers.

If you can automate it, its reporting not analysis.

Measure what matters, not whats easily measurable.

Correlation doesnt mean causation. Optimizing for oneof the factors may even change that correlation

Develop your goals first, then choose metrics that

effectively measure those goals

Theres a forest behind the trees. Dont forget to look at

the big picture.


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* Download These Slides at www.RyanMJones.com

Thank You!

Thank You!

@RyanJonesManager SEO Analytics

SapientNitro

www.SapientNitro.com

www.RyanMJones.com
http://www.sapientnitro.com/http://www.ryanmjones.com/http://www.ryanmjones.com/http://www.sapientnitro.com/

SEO Performance Metrics -RyanJones

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