Date post: | 15-Nov-2014 |
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Business |
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Top KPIs for SEO Campaigns
Mike TurnerDirector of Business Development, Webmarketing123
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• Founded in 2004 • Custom KPI-basaed Scorecards
• 120+ Clients • Proprietary Attribution Tool
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Some Practical Matters
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1 The Age of the Empowered Consumer
2KPI: % of targeted search terms ranking on the 1st page of Google’s search results
3 KPI: Non-branded organic traffic
4 KPI: Conversions from top search terms
5 KPI: Revenue attributed to specific search terms.
Agenda
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Your target audience is elusive.
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We’ve entered the age of the empowered consumer.
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70% of the B2B purchase decision is made before they speak to your sales rep.
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70% of the B2B purchase decision is made before they speak to your sales rep.
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Your prospects signal their intent most clearly through search behavior.
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To reach today’s elusive consumer, we need smart targeting.
Search terms provide targeting in real-time.
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Lead-to-Customer Close % by Channel
Leads from SEO are most likely to close.
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But wait, SEO isn’t targeted, is it?
SEO just gets my homepage higher in search results, right?
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SEO has granular targeting, too.
It’s the long tail of search terms.
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A short story about the long tail
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A short story about the long tail
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“material safety data sheets”3,000,000+ monthly searches
“msds software”880 monthly searches
Broad vs Granular Targeting in SEO
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A well-designed SEO campaign targets purchasers at different phases of the buying cycle.
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Is your campaign measurement as precise as your targeting?
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Success Requires Continuous Optimization
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Which KPIs are priorities?
What are the relevant Goals?
What benchmarks
should we use?
What Will Winning Look
Like?
Establishing the right metrics is a process
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1 The Age of the Empowered Consumer
2KPI: % of targeted search terms ranking on the 1st page of Google’s search results
3 KPI: Non-branded organic traffic
4 KPI: Conversions from top search terms
5 KPI: Revenue attributed to specific search terms.
Agenda
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KPI #1
% of targeted keywords ranking on the 1st page of Google’s search results
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Start Jan Feb
7% % of Keywords on Page 1 of GoogleSEO
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1 The Age of the Empowered Consumer
2KPI: % of targeted search terms ranking on the 1st page of Google’s search results
3 KPI: Non-branded organic traffic
4 KPI: Conversions from top search terms
5 KPI: Revenue attributed to specific search terms.
Agenda
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KPI #2
Non-branded organic traffic
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branded terms vs non-branded terms Company Name Product Names Brand promise
Broad category Specifications Terms used to describe the
problem or the solution
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130% increase in non-branded organic traffic, 2011 over 2010
61% overall increase in organic traffic.
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1 The Age of the Empowered Consumer
2KPI: % of targeted search terms ranking on the 1st page of Google’s search results
3 KPI: Non-branded organic traffic
4 KPI: Conversions from top search terms
5 KPI: Revenue attributed to specific search terms.
Agenda
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KPI #3
Conversions from search terms
(lead capture, e-commerce, downloads, etc)
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Conversions from top search terms
Keywords GoalConversions
GoalConversion Rate
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1 The Age of the Empowered Consumer
2KPI: % of targeted search terms ranking on the 1st page of Google’s search results
3 KPI: Non-branded organic traffic
4 KPI: Conversions from top search terms
5 KPI: Revenue attributed to specific search terms.
Agenda
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KPI #4
Revenue attributed to specific search terms.
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Revenue attributed to specific search terms.
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View your SEO KPIs on a single scorecard
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Keyword Targeting
Measurement
Proper SEO requires its own optimization.
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• Your target audience is looking for your solution: Get your message in front of them with paid search or SEO.
• Establish which metrics to measure: The four we’ve recommended are a good start. Engage stakeholders in your company to get buy-in for these metrics. Demand regular metrics-based reporting from your agency or in-house team.
• Bring discipline into your decision-making process: At budgeting time, you’ll have the right data.
Key Takeaways
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SEO check-up for your website
Learn what it’s costing your company to not be ranking high
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Compare Paid Search vs SEO for your company
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