Post on 13-May-2015
Back to SEO Basics: 5 Critical Metrics You Must Master Strategies for staying one step ahead of the rest
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Housekeeping Items
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What’s at Stake Search engine use is growing rapidly
Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
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Source : Jupiter Research, 2010
If you are not on the 1st page, you are invisible to most searchers
Search Engine User Behavior
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A sample of metrics we can track with website analytics programs
Analytics Can Answer the Following Questions
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decisions
Purchase
How many visitors do we
get to our site?
What is our ratio of new vs. returning
visitors?
How many people fill out our “Contact
us” form?
What are our most popular webpages?
What is my Average Order Value (AOV)?
What keyword searches led to visitors to
our site?
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Developed by Avinash Kaushik, this process helps to identify the “critical few” metrics for your business and take action on them.
The Web Metrics Lifecycle
Define
Measure
Analyze Action
Improve or Eliminate
Source: “Web Analytics 2.0,” Avinash Kaushik
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1 Traffic Sources Overview of different sources that send traffic to your site
2 Organic Traffic A critical metric for assessing the impact of your SEO efforts
3 Top Webpages Metric for determining which pages are most popular
4 Visitor Engagement Metrics Bounce rate, time on site, pages per visit
5 Conversions Helps to measure outcomes, i.e. did visitor perform our intended action?
Webinar Agenda: Metrics We’ll Cover
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1 Traffic Sources Overview of different sources that send traffic to your site
2 Organic Traffic A critical metric for assessing the impact of your SEO efforts
3 Top Webpages Metric for determining which pages are most popular
4 Visitor Engagement Metrics Bounce rate, time on site, pages per visit
5 Conversions Helps to measure outcomes, i.e. did visitor perform our intended action?
Webinar Agenda: Metrics We’ll Cover
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Overview of the different kinds of sources that send traffic to your site
Metric Defined: Traffic Sources
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The better you understand where your traffic comes from, you can gain insight into what kind of people are coming and why
Why This Metric Matters: Traffic Sources
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% Visits from
Sources Nov ‘09–Feb ‘10 Nov ‘10-Feb ‘11 Difference
Direct 36.5% 36.8% +0.3%
Referral 21.0% 19.4% -1.6%
Search Engines 27.0% 28.0% +1.0%
Other 15.5% 15.8% +0.3%
Direct traffic continues to lead the way at nearly 37% of overall traffic. Search engine traffic grew the most during same period YOY.
Google Benchmark Results: Traffic Sources
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Select a mix of both “head match” and “long tail” keywords
Recommendation #1: Improving “Traffic Sources”
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Measured on a weekly, bi-weekly, or monthly basis
Keyword Rankings: Helps Increase Overall Traffic
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1 Traffic Sources Overview of different sources that send traffic to your site
2 Organic Traffic A critical metric for assessing the impact of your SEO efforts
3 Top Webpages Metric for determining which pages are most popular
4 Visitor Engagement Metrics Bounce rate, time on site, pages per visit
5 Conversions Helps to measure outcomes, i.e. did visitor perform our intended action?
Webinar Agenda: Metrics We’ll Cover
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Traffic to your site that came from search engines, but you did not pay for, i.e. PPC ads
Metric Defined: Organic Search Engine Traffic
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Traffic to your site that came from search engines, but you did not pay for, i.e. PPC ads
Metric Defined: Organic Search Engine Traffic
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Measures effectiveness of SEO program
Why This Metric Matters: Organic Search Traffic
Filter out “branded” traffic
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Besides measuring just organic search traffic improvements, also keep track of how many keywords are driving traffic to your site
Recommendation #2: Measure the Long Tail
2011
2010
vs.
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1 Traffic Sources Overview of different sources that send traffic to your site
2 Organic Traffic A critical metric for assessing the impact of your SEO efforts
3 Top Webpages Metric for determining which pages are most popular
4 Visitor Engagement Metrics Bounce rate, time on site, pages per visit
5 Conversions Helps to measure outcomes, i.e. did visitor perform our intended action?
Webinar Agenda: Metrics We’ll Cover
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Your website’s most visited webpages for a particular time period
Metric Defined: Top Webpages
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Allows you to prioritize which pages to focus content and conversion improvements on
Why This Metric Matters: Are Top Pages Optimized?
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These are pages that your visitors will initially see – make sure they’re conversion friendly!
Recommendation #3: Landing Pages Best Practices
• Drive a single call-to-action
• Simplify navigation
• Include a clear offer or incentive
• Engage eye contact with graphics and color
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Contact Us about Qualifying for a Complimentary Analysis
-Competitive Report: find out where you rank against your top
competitors and what tactics they’re employing
-Opportunity Analysis: learn how to improve your Digital Marketing
Strategy and see how much opportunity is available for your company
-ROI Tracking: detailing the keywords and sources that visitors are using
to discover your website and if those visitors are converting into leads and
sales
Please contact:
seo@webmarketing123.com
#wm123
@bradleywjoe
1 Traffic Sources Overview of different sources that send traffic to your site
2 Organic Traffic A critical metric for assessing the impact of your SEO efforts
3 Top Webpages Metric for determining which pages are most popular
4 Visitor Engagement Metrics Bounce rate, time on site, pages per visit
5 Conversions Helps to measure outcomes, i.e. did visitor perform our intended action?
Webinar Agenda: Metrics We’ll Cover
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@bradleywjoe
Nov ‘09–Feb ‘10 Nov ‘10-Feb ‘11 Difference
Pages/Visit 4.9 4.5 -0.4
Bounce Rate 48.2% 47.0% -1.2%
Avg Time on Site 5:49 5:23 -0:26
Compared to a year ago, websites have seen reduced pages per visit, average time on site, as well as bounce rate.
Metric Defined: Engagement
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The percentage of single-page visits, i.e. visits in which the person left your site from the entrance page
Metric Defined: Bounce Rate
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Average bounce hovers around 50%, i.e. half of visitors arrive on your website and leave with visiting any other pages
Google Benchmark Results: Bounce Rate
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Develop a mapping document that targets 3-5 keywords per page
Recommendation #4: Improving “Bounce Rate”
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1 Traffic Sources Overview of different sources that send traffic to your site
2 Organic Traffic A critical metric for assessing the impact of your SEO efforts
3 Top Webpages Metric for determining which pages are most popular
4 Visitor Engagement Metrics Bounce rate, time on site, pages per visit
5 Conversions Helps to measure outcomes, i.e. did visitor perform our intended action?
Webinar Agenda: Metrics We’ll Cover
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One of digital marketer’s favorite metrics for measuring outcomes
Metric Defined: Conversion Rate
Ask Yourself: How many visitors completed your intended action?
Outcomes (leads, sales,
form fill outs, etc.)
Total Number of Visits
Conversion
Rate
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Conversion Rate helps us prove the value of our digital marketing investment
Why This Metric Matters: Conversion Rate
Conversion Rate is a great metric because…
Compared to most online metrics, it is one of the
closest to actual business outcomes
It can be optimized for and improved!
It measures if our visitors are performing our
intended actions on the website
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Conversion rates vary by country, with the US conversion rate being approximately 1%
Google Benchmark Results: Conversion Rate
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Determine which keywords are driving conversions for your site
Recommendation #5: Match Keywords to Conversions
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Determine which keywords are driving conversions for your site
Recommendation #5: Match Keywords to Conversions
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• What Gets Measured, Gets Managed: Take advantage of analytics
tools to start tracking important website metrics
• Define Your End Goal: Regardless of tactics utilized, don’t lose site of
overall strategy and expected outcomes.
• Prove the ROI: Continually measure the performance of digital channels
(SEO, PPC, Social) and verify that it is the best use of your company’s
investment.
Key Takeaways
Thank You!
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Contact Us about Qualifying for a Complimentary Analysis
-Competitive Report: find out where you rank against your top
competitors and what tactics they’re employing
-Opportunity Analysis: learn how to improve your Digital Marketing
Strategy and see how much opportunity is available for your company
-ROI Tracking: detailing the keywords and sources that visitors are using
to discover your website and if those visitors are converting into leads and
sales
Please contact:
seo@webmarketing123.com