Top KPIs for SEO Campaigns

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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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