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Today’s Presenter John Faris, Senior Search Strategist Frequent speaker on SEO, SEM, and integrated marketing Written articles for iMedia, Website Magazine, and Search Engine
Land [email protected]
About Red Door Interactive
Red Door Interactive Offices in San Diego (Headquarters) and Denver Over 40 full time employees Ranked top 20 SEO firm nationally Full-Service Internet Presence Management Agency
About Red Door Interactive
Internet Presence Management
About Red Door Interactive
SEO & ANALYTICS – CREATING A MODEL FOR ROI
July 21, 2009
Guest Speaker from Red Door InteractiveJohn Faris, Senior Search Strategist
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Introduction Getting actionable data from
your ranking reports Leveraging competitive ranking
reports Isolating SEO traffic &
conversions with analytics Creating an ROI model for your
SEO program
SEO & Analytics
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Actionable Ranking Reports Tools: Advanced Web Rankings Set a benchmark and track rankings over time Track all pages ranking for each keyword
Target indented listings
Identify keywords not in top 50 Focus on top 20 for biggest traffic gains
SEO & Analytics
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Competitive Analysis Tools: Advanced Web Rankings, comScore
Marketer, Advanced Link Manager, SEO for Firefox, SEOmoz Pro Tools
Categorize keywords by theme/topic Identify several perceived competitor
sites Identify several informational sites
dominating vertical SERPs Analyze visibility of sites by theme Analyze content strategies and link
profiles of top sites
SEO & Analytics
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Isolating SEO Traffic/Conversions Tools: HBX/Hitbox, SiteCatalyst, Google Analytics Segment search traffic Segment organic traffic vs. paid search Segment brand vs. non-brand searches Having this data will be useful in:
Developing an ROI model Understanding impact of branding Testing paid search cannibalization/lift
SEO & Analytics
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Isolating SEO Metrics – GA Advanced Segmentation is still in Beta and the results are
typically based on sampled data
SEO & Analytics
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Isolating SEO Metrics – GA Create a new advanced segment
SEO & Analytics
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Isolating SEO Metrics – GA Specify Segmentation
SEO & Analytics
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Isolating SEO Metrics – GA Specify Segmentation
SEO & Analytics
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Isolating SEO Metrics – GA Alternate GA Segmentation (more accurate for highly visited sites) Ecommerce (Left Nav)> Revenue Analysis > Non Paid Keywords
Filter Keyword: Excluding > Brand|Barnd|Product|Prdouct Separate keywords using “pipe” (|) and don’t add any spaces
SEO & Analytics
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Isolating SEO Metrics - HBX With HBX, you can view organic traffic without setting up a
segment, but you won’t see conversions Set-up segments for various search traffic types
Paid brand searches
Paid non-brand searches
Organic brand searches
Organic non-brand searches
SEO & Analytics
Site Tools and Reporting > Administration > Active Segmentation > Create Segment
Segment > Non-brand Organic Traffic > Visits (for SEO traffic) Commerce > Top Line Report > Sales Activity (for SEO
conversions)
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Isolating SEO Metrics - HBX
SEO & Analytics
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Isolating SEO Metrics - SiteCatalyst Traffic Sources > Search Keywords - Natural Add Metrics > Searches and 1-3 Key Conversions (varies) Filter Options > If All Criteria Are Met > Does Not Contain >
Brand keyword Use * for wildcards
Use “OR” to include multiple terms
Refine based on results Account for misspellings, product names, executive names, etc…
SEO & Analytics
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SEO ROI Modeling True value of SEO is reflected by more than just online sales Seems straightforward for pure-play ecommerce sites
Softer conversion metrics have value too!
Consider Lifetime Customer Value or Net Present Value
More challenging for B2B and brick and mortar retailers Track offline conversions with CRM integration or behavioral targeting
(unique coupons codes or unique phone numbers)
Back-out the value of leads (lead conversion rate X average sale profit)
Agency fees and/or in-house salaries are only part of the investment cost
SEO & Analytics
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SEO ROI Modeling
SEO & Analytics
Total Profit - Total InvestmentTotal Investment
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Questions
SEO & Analytics
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Don’t Miss Our Next Webinar! Shopping Cart Optimization - Presented by Charles
Wiedenhoft, Director of Business Planning & Optimization Tuesday, August 25 http://reddoorbuzz.com/20twenty/
Connect with us: Blog - http://reddoorbuzz.com/ Twitter – http://www.twitter.com/reddoor Newsletter - http://www.reddoor.biz/contact/emailsignup/
SEO & Analytics