![Page 1: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/1.jpg)
@KerryDean
SEO Success Metrics of the Future!
![Page 2: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/2.jpg)
@KerryDean
A BRIEF INTRODUCTION
“Mama said not to be givin’ presentations to strangers.”
![Page 3: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/3.jpg)
@KerryDean
A LITTLE BIT ABOUT ME
“I’m Kerry. Kerry Dean. Well, now we ain’t strangers any more.”
![Page 4: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/4.jpg)
@KerryDean
I LOVE THIS STUFF
![Page 5: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/5.jpg)
@KerryDean
NOW LET’S TALK SEO SUCCESS METRICS
![Page 6: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/6.jpg)
@KerryDean
IN THE BEGINNING…
![Page 7: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/7.jpg)
@KerryDean
THERE WERE “HITS”
![Page 8: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/8.jpg)
@KerryDean
AND RANKINGS.
![Page 9: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/9.jpg)
@KerryDean
Today, digital marketers tend to focus on these primary success metrics:
1. Organic Visits (Sessions, New Visits, New Visitors)2. Organic Revenue3. Keyword Rankings
WE’VE COME A LONG WAY!
![Page 10: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/10.jpg)
@KerryDean
4. Transactions (Orders)5. Quantity (Units)6. Average Order Value7. Conversion Rate8. Revenue Per Visitor9. Average Cart Size10.Revenue per Unit Sold
SECONDAY ECOMMERCE KPI’s
![Page 11: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/11.jpg)
@KerryDean
11. Bounce Rate12. Adjusted Bounce Rate13. Time on Site14. Dwell Time15. Return Frequency16. Scrolling17. Pages per Session/Visit18. Events: Form Submissions, Video Plays, etc…19. Social: Likes/Shares/Tweets/etc…
ENGAGEMENT KPI’s
![Page 12: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/12.jpg)
@KerryDean
20. Total # of Keywords Driving Organic Traffic21. Total # of Keywords Driving Organic Revenue
22. Total # of URLs Driving Organic Traffic23. Total # of URLs Driving Organic Revenue
24. Total # of Search Engines Driving Organic Visits25. Total # of Search Engines Driving Organic revenue
AND DON’T FORGET THESE AWESOME SEO KPI’s!
![Page 13: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/13.jpg)
@KerryDean
• DETERMINE WHICH KPI’s MATTER TO YOUR CLIENT.
• DETERMINE WHICH KPI’s ACCURATELY MEASURE THE SUCCESS/FAILURE OF YOUR SEO CAMPAIGN.
• DETERMINE WHICH KPI’s ARE ACTIONABLE.
THE GOALS:
![Page 14: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/14.jpg)
@KerryDean
WE NEED THE DATA IN ORDER TO TELL THE STORY.
ULTIMATELY, PEOPLE WANT THE STORY. NOT THE DATA.
REMEMBER THIS:
![Page 15: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/15.jpg)
@KerryDean
SEMRush
![Page 16: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/16.jpg)
@KerryDean
+13 more: CH,DK,FI,HK,IE,IL,MX,NL,NO,PL,SE,SG,TR
![Page 17: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/17.jpg)
@KerryDean
SEMRush Organic Research Positions
![Page 18: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/18.jpg)
@KerryDean
![Page 19: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/19.jpg)
@KerryDean
You can download this data by month going all the way back to Jan-2012.
DO IT!
![Page 20: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/20.jpg)
@KerryDean
Once you have the data, there is only one thing left to do…
PIVOT
TABLE!
![Page 21: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/21.jpg)
@KerryDean
First, add a few new columns.
![Page 22: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/22.jpg)
@KerryDean
What can you do with this data?
![Page 23: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/23.jpg)
@KerryDean
1. Ranking Trends for Keywords (Position Groups)
![Page 24: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/24.jpg)
@KerryDean
2. # of Keywords Ranking for a Set of Keywords
![Page 25: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/25.jpg)
@KerryDean
3. # of Keywords Ranking for All URLs
![Page 26: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/26.jpg)
@KerryDean
3. (CONT…) # of Keywords Ranking for All URLs
![Page 27: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/27.jpg)
@KerryDean
4. Keyword Tiers (Y/Y Comparisons)
![Page 28: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/28.jpg)
@KerryDean
5. Trended Keyword Tiers (Y/Y Comparisons)
![Page 29: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/29.jpg)
@KerryDean
6. Plot URL Ranking Data Over Actual Visits Data
![Page 30: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/30.jpg)
@KerryDean
1. Segment groups of URLs by:o Producto Categoryo Sub-Catso Sub-Domains
2. Filter each group by:o Brand vs Non-Brando Search Volume Tiers
The SEMRush Data Allows You To:
![Page 31: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/31.jpg)
@KerryDean
Channel Attribution: Assisted Conversion Data
![Page 32: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/32.jpg)
@KerryDean
Mind = Blown
This is a data goldmine for marketers. More info here.
![Page 33: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/33.jpg)
@KerryDean
Looking Deeper Into The Present
![Page 34: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/34.jpg)
@KerryDean
First, Let’s Talk About:
![Page 35: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/35.jpg)
@KerryDean
THESE LISTS ARE GOLD, JERRY! GOLD!
![Page 36: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/36.jpg)
@KerryDean
Link Velocity
Backlink growth is consistently positive.
![Page 37: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/37.jpg)
@KerryDean
Rankings
Keyword exposure doubled in last 12 months.
![Page 38: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/38.jpg)
@KerryDean
Buzzfeed create content that appeals to every type of social sharer. We can’t resist reading their content. We can’t resist sharing their content.
Buzzfeed & Human Psychology
![Page 39: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/39.jpg)
@KerryDean
1. Create content that is irresistible (read: powerful, convincing, tempting)
2. Make it long enough that Google will notice people staying on your site forever.
What We Can Learn from Buzzfeed
“Nobody reads something because it is long. They read despite it being long.”
- Ben SmithBuzzfeed Editor in Chief
![Page 40: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/40.jpg)
@KerryDean
Buzzfeed & Engagement/Interaction Metrics
• Satisfaction KPI’s1. Time on Site2. Time on Page3. Dwell Time4. Adjusted Bounce Rate5. Pageload/Speed
• Popularity KPI’s6. External Links (Backlinks, “Social Echo”)7. Social Shares (Likes, Tweets, +’s, Pins, etc…)
What’s Really Going On?
![Page 41: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/41.jpg)
@KerryDean
Proving It With Data
Correlating Engagement & Rankings
![Page 42: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/42.jpg)
@KerryDean
One Interesting Correlation
There is a correlation between Average Time On Site and Ranking Position.
![Page 43: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/43.jpg)
@KerryDean
Another Interesting Correlation
Sites with lower bounce rates also tend to have better rankings.
![Page 44: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/44.jpg)
@KerryDean
Starting the Conversation
We have reached a point in SEO where we need to start/forward the conversation about making better websites.
Use the two previous graphs to get the conversation started:
1. Comparing Average Time on Site to Ranking Positions2. Comparing Bounce Rates to Ranking Positions
![Page 45: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/45.jpg)
@KerryDean
Looking Into The Future
![Page 46: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/46.jpg)
@KerryDean
Let’s Talk About Apps
![Page 47: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/47.jpg)
@KerryDean
Google is Now Sending Searches to Apps
“Today, we’re expanding it to work for English content worldwide. And we’re including 24 more apps…
– Google Search Blog (Apr. 3, 2014)
![Page 48: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/48.jpg)
@KerryDean
Bing is Doing It To!
![Page 49: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/49.jpg)
@KerryDean
The Path for Organic Searchers is Changing
INITIAL SEARCH
OR
WEBSITEVISIT
APPVISIT
![Page 50: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/50.jpg)
@KerryDean
You may notice a drop in organic traffic to your website as Google and Bing begin to send more organic search to your app instead.
If You Have An App…
AppLaunches
![Page 51: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/51.jpg)
@KerryDean
Be Sure To Get Your App Indexed!
![Page 52: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/52.jpg)
@KerryDean
Typical App Engagement Metrics
If organic search begins to drive searchers to your app, you will need to track their behavior in the app.
1. Users2. Session Length3. Session Interval4. Time in App5. Acquisition6. Screen Flow7. Retention8. Lifetime Value9. …and more!
Get ready for App KPI’s. It’s going to get fun.
![Page 53: SEO Success Metrics Of The Future By Kerry Dean](https://reader034.vdocument.in/reader034/viewer/2022051815/53f8dcfb8d7f72b82e8b486b/html5/thumbnails/53.jpg)
@KerryDean
THE END