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7/30/2019 SEO Performance Metrics -RyanJones
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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/7/30/2019 SEO Performance Metrics -RyanJones
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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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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/9UI7/30/2019 SEO Performance Metrics -RyanJones
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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/