Proving the Value of Search Engine Optimization

Claye Stokes@claye

Google+: http://goo.gl/SAK2D

The Usual Reports:

• Rank Reports• Link Reports• Traffic Reports• Broad, aggregate conversion /

ecommerce / goal reports

The Usual Reports:

• Rank Reports• Link Reports• Traffic Reports• Broad, aggregate conversion /

ecommerce / goal reports

The Usual Reports:

• Rank Reports• Link Reports• Traffic Reports• Broad, aggregate conversion /

ecommerce / goal reports

The Usual Reports:

• Rank Reports• Link Reports• Traffic Reports

The Usual Reports:

• Rank Reports• Link Reports• Traffic Reports

The Usual Reports:

• Rank Reports• Link Reports• Traffic Reports

The Usual Reports:

• Rank Reports• Link Reports• Traffic Reports

The Usual Reports:

• Rank Reports• Link Reports• Traffic Reports

Value = Benefits

In order to prove the value of your SEO campaign, you need to report on what

matters!

Value = Benefits

…which begs the question, what matters most?

ROI

• Is the campaign profitable?• What ROI goals are in place, and what is the

plan to achieve those goals?

Value = Benefits

Rankings, link counts, etc. are only means to the end.

Calculating ROI

• NEED: Ecommerce tracking

Calculating ROI

• Choose the appropriate time frame– Take seasonality into account with YOY (Year Over

Year) ROI reports– Quarterly– Monthly

Calculating ROI• ROI = (Revenue - Investment)/Investment) *100– Investment: $3000– Revenue: $3500– ROI: $500– ROI Percentage: 17%

Not an Ecommerce Site?• Track CPL (Cost Per Lead)– Set “goals” in Google Analytics, and assign a value whenever

possible.• What should be a goal/lead?– Lead/contact form submissions– Software downloads, demo’s– Surveys– Newsletters subscriptions– Request more information– Free analysis– Phone call

Phone Call Tracking• Use phone call tracking to identify the keywords and

other marketing channels that drive the most calls!

– Mongoose Metrics

– Century Interactive

– Ifbyphone

– Clickpath.com

Tracking Goals

How to Determine Goal Value

• Calculate your CPL with offline efforts– Divide your offline ad spend by phone calls you

received from those ads• Calculate your CPL from CPC or CPM efforts– Divide your CPC spend by the number of

leads/goals you generated• More ideas: http://www.kaushik.net/avinash/web-analytics-tips-identify-website-goal-values/

• Then, assign that value to that goal

Calculating CPL (Cost Per Lead)

• SEO CPL = Budget / Leads– Budget: $5000– Leads: 450– CPL: $11.11

Key: Set Goals

• In order to run a successful performance-based (based on ROI or CPL) SEO campaign:1. Know the status quo – e.g. what is your current

ROI?2. Set goals to move the needle – push yourself!3. Commit to them and audit your performance in

regular, frequent intervals

Key: Your Main Point of Focus

The KPIs you spend the most time thinking about and reporting are likely the KPIs that

will improve the most.

Key: Segment, Segment, Segment!

All data in aggregate is “crap.”- Avinash Kaushik

Segmentation/Customer Profiling• You can’t get real insights from aggregate data! Not even

from organic keyword reports.– You may not care about users outside your

country/region/etc.– Branded and non-branded keywords each bring very different

users to your site!– Returning customers and potential customers are two very

different groups, and probably use your site in very different ways.

– Visitors that land on a blog or photo gallery section of your site are very different from users that land straight on product pages.

Segments You Should Start Using TODAY

• Default segments (non-paid search, new/return visitors, visits with conversions, non-bounce visits)

• Users that give your website a sporting chance: 5-7+ second visit, minimum.

• Visits from branded keywords• Visits from non-branded keywords• Campaign target keywords (If you’re an in-

house or agency SEO)

Segments You May Find Useful

• Geographic segments• Visits to certain sections or categories of your

website• Logged-in users and anonymous users• Users that made it to the cart/checkout

process• Users that have filled out a form or completed

a goal

How to Segment in Google Analytics

1.

How to Segment in Google Analytics

Useful Regular Expressions:

• Branded Terms– Brandname|\.com|common brand misspelling|alt

brand name• Exact Keyword Phrases

^(keyword phrase 1|keyword2|keyword 3)$• Broad Keyword Phrases

keyword phrase 1|keyword2|keyword 3• Keyword Phrases with 2-3 words (long tail)

^\s*[^\s]+(\s+[^\s]+){1,2}\s*$

Non-Branded Terms Segment

Branded Terms Segment

Exact Keyword Phrase Segment

Broad Keyword Phrase Segment• Regular Expression: keyword phrase 1|keyword2|

keyword 3• So, if you are targeting the keywords “toy cars”

and “stuffed animals,” then the following Regular Expression will target those terms, along with ANY phrase containing them. toy car|stuffed animal This segment would include keywords like “discount

toy cars,” “stuffed animal” (singular and plural animals), “toy cars electric,” etc.

Broad Keyword Phrase Segment

Long Tail Phrase Segment

Main Takeaways

• Focus on the right metrics• Don’t think for a minute that the aggregate

dashboard reports provide insights• The KPIs you spend the most time thinking

about and reporting are likely the KPIs that will improve the most.