#2How to set SEO KPIs

How to measure the success of

your SEO strategy?http://antonellafoti.blogspot.co.uk/

Difference between Goals and Kpis

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GOALS/OBJECTIVES: define what you need to accomplish. Where you want to go.For example: you want to go from Paris to Milan in less than 12 hours spending less than 200£ in petrol

KPIs are metrics that will tell you if you are on the way to achieve your objectiveFor example: average speed, average consume, planned breaks etc.

What do you want to measure?

#1: VOLUME OF ORGANIC TRAFFIC AND CONVERSIONS

KPIS:1. % or number of visits/conversions including

brand keywords2. % or number of visits/conversions

excluding brand keywords

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Users searching for brand keywords already know you and your product: they want you!The challenge is reaching those who don’t know you…Tool: Google Analytics

What do you want to measure?

#2: MARKET SHARE of VISITORS

KPIS:1. % of search demand for selected keywords

(how many people are looking for “this”?)2. % of position for selected target keywords

(vs competitors)3. % visibility for selected target keywords (vs

competitors)

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Group keywords and create a comparison tableTools: Linkdex, Advanced Web Ranking, or just Google “free SEO tools”

What do you want to measure?

#3: QUALITY OF ORGANIC TRAFFIC

KPIS:1. Avg bounce rate from organic traffic

compared to other sources2. Avg conversion rate from organic traffic

compared to other sources3. Avg page depth of organic traffic compared

to other sources

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The metrics above will tell you what your organic visitors do on your website (you can then filter by keyword). Compared month by month and year by year - Tool: Google Analytics

What do you want to measure?

#4: VALUE OF ORGANIC VISITORS

KPI:1. Amount or % contribution of sales from

organic traffic

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VALUE

Direct Value Indirect Value Deferred Value

When an organic visit brings a

financial conversion (i.e.: purchase)

When an organic visit brings a non

financial conversion (i.e.: newsletter sign

up)

When an organic visit brings an

assisted conversion

What do you want to measure?

#5: EFFICIENCY of SEO

KPIS:1. Number/% of pages generating organic

traffic2. Number/% of pages generating non-

branded traffic3. % of target keywords generating

traffic/sales4. Bounce rate for non branded SEO traffic

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The metrics above measure how many visitors your target keywords are generating against the number of assets (pages/videos/images) you have

Thank you!

Do you have any questions?

Just ask.. I ‘ll try to answer

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.uk

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Thank you,Antonella Foti