new seo metrics ses new york andy betts
DESCRIPTION
As knowledge of SEO practices moves from the offices of the optimizers to the board room, the standard metrics used by the practitioners of this former dark art are straining under the weight of the all powerful bottom line. The days when upper management was impressed by subtle changes in Page Rank have been replaced by questions of LTV and ROI. As more resources are being dedicated to creating the perfectly optimized and keyword rich landing page, C-level executives are demanding proof of the return they are receiving from these resources. This panel will discuss a myriad of ways to move beyond Page Rank and will cover topics including: Google's new "Search Your World" Geotargeting Personalized results Which keywords bring traffic Newsletter sign-ups, social media follows and white paper downloadsTRANSCRIPT
New York | March 19–23
SEO Metrics New Ways To Think About Metrics
Andy Be8s Global Search and Digital Strategist Twi8er: @andybe8s1 h8p://uk.linkedin.com/in/be8sandy
New York | March 19–23, 2012 | #sesny
“Marketers refocus their search markeLng strategies on “geMng found” by users through any medium — not just search engines.”
The SEO Market Has Finally Matured
$33 Billion from search
New York | March 19–23, 2012 | #sesny
Times are changing
Channels are converging
New York | March 19–23, 2012 | #sesny
SEO is not just SEO anymore………
“Marketers refocus their search markeLng strategies on “geMng found” by users through
any medium — not just search engines.”
New York | March 19–23, 2012 | #sesny
Thinking beyond just rankings
• # Rankings mean nothing unless you put a value on them
• # Use organic traffic data and PPC keyword data and project spend like you would PPC
• # Use this data also to benchmark where you are in relaFon to your compeFFon
• Are you winning or losing?
New York | March 19–23, 2012 | #sesny
Traffic
Visits from the search engines
How many pages receive visits from these search engines
How many keywords are sending traffic to site
Links
Domain based metrics (authority, root domains, trust)
Backlink analysis (number of backlinks)
Rankings
PosiFon – Volume based terms, long tail terms,
Brand v non branded terms
Matching value to key SEO metrics Value
New York | March 19–23, 2012 | #sesny
ReacLve v Pro-‐acLve Metrics
Advanced AnalyLcs + SEO Tools + Enterprise SEO technology
Loss of rankings
Basic Traffic metrics
ReducFon in acFons – conversions
Loss of business – pitches, calls, emails
Binary metrics
Measurement of the compeFFon
Industry insight and posiFoning
AdapFng to change (Algorithmic)
Influencer based metrics
Social Value
New dashboards
ReporFng Widgets
ATribuFon based metrics
Recording acFon & what you did!!
V
New York | March 19–23, 2012 | #sesny
ProacLve -‐ Place a value on SEO Opportunity
CPA (Cost Per AcquisiLon) is the ulLmate metric!!
Think PPC as you forecast SEO
New York | March 19–23, 2012 | #sesny
ULlize the right technology
That will give you the right metrics
New York | March 19–23, 2012 | #sesny
ReporLng the right metrics to the right people
Departmentalize Dashboards
New York | March 19–23, 2012 | #sesny
ReporLng to the right people
“If your CEO gets SEO then he invests more in it and YOU become the hero.”
Relevant Metric – Relevant People – Relevant Format – Relevant Time
New York | March 19–23, 2012 | #sesny
MulF-‐channel aTribuFon – fight the PPC power!
Local Search (Panda) – adapt to change and use analyFcs much more
Brand – Try to understand the soYer metrics
Social media convergence and metrics – API’s and build your own
metrics
GO ON!! -‐ Admit that you’re a marketer
New York | March 19–23, 2012 | #sesny
Converged Media Metrics
Technical
Onsite
Off site
Social Signals
Social Influence
Share of voice
Personalized v local
ATribuFon – Click sequence, assisted keywords
New York | March 19–23, 2012 | #sesny
Converged / Inbound MarkeLng Metrics
Brand vs. non brand terms – Traffic, Links, Rankings, Content, Social signals
Organic traffic by topic
Conversions and assisted conversions – aTribuFon
Assisted & last click conversions EVERYWHERE
New York | March 19–23, 2012 | #sesny
Social Value and Metrics
IdenFfy the full value of traffic coming from social sites
Measure how they lead to direct conversions or assist in future conversions
On and off of page -‐ Understanding social acFviFes to take acFons and opFmize user engagement and increase social key performance indicators (KPIs)
“Making beTer, more efficient data-‐driven decisions”
New York | March 19–23, 2012 | #sesny
Re-‐cap 5 ways to turn metrics into more money
• #1 Place value on each SEO metric related to your key business goals
• #2 UFlize tools and technology to create new meaningful metrics
• #3 ReporFng the right metrics to the right people – think beyond just rankings
• #4 Wade your wade through muddy waters – look at converged media metrics
• #5 Make it easy for CEO’s to invest more in SEO
Your logo here @andybetts1
New York | March 19–23, 2012 | #sesny
Thank you
Twi8er : @andybe8s1
LinkedIn: h8p://uk.linkedin.com/in/be8sandy