top kpis for seo campaigns
DESCRIPTION
Whether you’re managing your SEO in-house or working with an agency, it’s essential to choose the key performance indicators (KPIs) for measuring success. Easier said than done. Is it your keyword rankings? Traffic? What about conversions? Where does revenue come in to it? Maybe it's all about the links. After 8 years and hundreds of client experiences, we’ve distilled what we believe to be the metrics you should use to evaluate your SEO. They are: Non-branded organic traffic, as a percentage of overall leads or sales, over time. Conversions (lead capture, e-commerce, downloads, etc) from top keywords. Revenue attributed to specific keywords. % of targeted keywords ranking on the 1st page of Google’s search results. Webmarketing123 is a Bay-Area Digital Marketing Agency. Our distinctive approach: pair a metrics-rich methodology with an understanding of our clients’ unique business goals and challenges. We combine a deep expertise across industry verticals, smart use of automation, and efficient use of analytics to inform data-driven decision-making. At Webmarketing123, each client has a dedicated team employing Search Engine Optimization (SEO), Pay Per Click (PPC) advertising, and/or Social Media Marketing (SMM) to create remarkable, results-driven marketing programs.TRANSCRIPT
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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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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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