How to Set Straight your Online (SEO) Campaigns with killer KPIs

About the Speaker

Gary Viray is a Co-Founder of Search Opt Media an

SEO company in the Philippines

I love to talk about technical marketing SEO consultancy

content marketing and link acquisition strategies

I am a self-confessed data cruncher A Google Analytics

Certified Individual and an Adwords Qualified Individual

I blog about inbound marketing and SEO at garyviraycom

You can follow me on Twitter garyshack

How to Set Straight your

Online (SEO) Campaigns

with killer KPIs

I am optimizing

sites buthellip

Organic Traffic

Bounce Rate

Ave time on Site

of Bananas

I just build links and

do outreachhellip

I admire your efforts

but I need PROFIT

Are you really

looking at the right

data

Lack of Structured Thinking

ordinary human + machine + better process

gtstrong human + machine + inferior process

httpwwwgaryviraycomprocess-seo-scalability-strategyhtml

You need a SOLID FRAMEWORK

BUSINESS OBJECTIVES

The Great FAVS

Feasible

Attainable

Valuable

Straightforward

EX SELL TICKETS

GENERATE LEADS

Tip 3-5 business

objectives is

enough

GOALS

Goals are specific

strategies

REMINDER

GOALS IN GOOGLE

ANALYTICS = GOALS

Goals are itemized units of

the business objectives

KEY PERFORMANCE

INDICATORS (KPIs)

KPI VS METRIC

A METRIC is a COUNT

A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives

References

wwwkaushiknetavinash

cutronicom

KPIs are unique to every company

TARGETS

SEGMENTS

Slice and Dice

Analytics Data

FRAMEWORK

Segments

Acquisition Organic Search Behavior Days to Checkout Behavior Visit to Sign-ups

Targets

$300 Average on Size $1MMo

45 Profit MarginSale1000 Sign-ups per month

KPIs

Average Order Size Monthly Revenue Profit MarginSale

Web Sign-ups

Goals

Sell Products x y zMake Profit

Capture Leads using ManyContacts Increase web sign-ups

Business Objectives

Online Sales Generate Leads

References

wwwkaushiknetavinash

cutronicom

Letrsquos Start Cracking

METRICS TO AVOID

Average

Ratio

Percentage

Compound Metrics

eg Ave Time on Site

gtgt Segment it (Channels)

gtgt Distribution (length of visits)

A sample of

Sources Conv Rate

Google 066

Yahoo 082

No insight metric =(

Sources Conversion Visits Conv Rate

Google 55 8300 066

Yahoo 67 8600 082

Raw numbers give you key context around performance

POLISHED DATA

Control Limits

(Average KPI Value) +- (3 x (Standard Deviation))

Separate Noise from True Signals using Statistics

STANDARD DEVIATIONS

CONFIDENCE LEVEL

CONTROL LIMITS

Sources Conversion Visits Conv Rate

Control 55 8300 066

Treatment 67 8600 082

Using chi-squared test Not Statistically Significant

Sources Conversion Visits Conv Rate

Control 55 8300 066

Treatment 87 8600 106

Using chi-squared test Statistically Significant

Control Limits

(Average KPI Value) +- (3 x (Standard Deviation))

httpwwwkaushiknetavinashexcellent-analytics-tip-9-leverage-statistical-control-limits

Control Limits

Use it for Cart and Abandonment Rate

Site Abandonment Rate ()

= [1 ndash (the total orders placed on the website total add to cart

clicks)]

Cart Abandonment Rate ()

= [1 ndash (the total number of people who start checkout the total

number of add to cart clicks)]

Checkout Abandonment Rate ()

= [1 ndash (the total number of people who complete checkout the

total number of people who start checkout)]

More KPIs

1 Conversion Rate

2 Average Order Value

3 Days amp Visits To Purchase

-look for dispersiondistribution and not averages

4 Visitor Loyalty amp Visitor Recency

- Filter out new visits

5 Task Completion Rate

- what happens to the 98 Survey is the key Do Data sampling

6 Share of Search

- Searchmetrics Semrush

- compete Alexa

Tandem KPIs

Acquisition

CTR ltgt Bounce Rate

Sessions ltgt Users

Behavior

Time on Site ltgt Page views per Visit

Outcome Metrics

Conversion Rate ltgt Average Order Value

Conversion Rate ltgt Task Completion Rate

Conversion Rate deals with the company and Task Completion Rate solves for

the customer

Revenue ltgt Profitability

Key Takeaways

Have a Solid Framework on top of your processes

Remember FAVS in setting your business objectives

Goals are specific strategies

KPIs are metrics that help you understand your performance against your objectives

Every company has a different set of KPIs

KPIs should give actionable insights

Be Careful dealing with Average Percentage Ratio and Compound Metrics

Use Statistical Analysis

SESSION-BASED

METRICS

CUSTOMER-LEVEL METRICS

httpwwwkaushiknetavinashdigital-marketing-analytics-ladder-step-by-step-success

How to Set Straight your

Online (SEO) Campaigns

with killer KPIs

References

wwwkaushiknetavinash

cutronicom

CONTACT US

Search Opt Media Inc

Skylounge Altiva Bldg

Cypress Towers Taguig City 1632

wwwsearchoptmediacom

Phone Number (+632) 696-9145

Email infosearchoptmediacom

US Number (415) 685-5868