Metrics that Matter: Optimizing for the Bottom Line

Meaningful SEO

Metrics:Optimizing for the

Bottom Line

AgendaHow to Measure the ROI of Search

5 Elements of the Search Cycle

Rankings

Traffic

Conversions

Sales

Repeat Customers

Questions

Measuring and

Maximizing the

ROI of Search

Ranking

Traffic

ConversionsSale

Repeat Customer

Measuring and Maximizing the ROI of Search

Understand “Search

Cycle” elements in order

to maximize your SEO

campaign

Determine:

What is working?

What is not working?

Where should you spend

your resources optimizing?

Search Cycle

SEO

LPO

Marketing/Sales

Marketing/

Support

Testimonials/

Link Baits

Measuring and Maximizing the ROI of Search

Data from each element

of the search cycle

drives SEO strategy

Analytics must be set

up properly in order to

acquire the necessary

data

Measuring and Maximizing the ROI of Search

Your analytics should

be able to:Show which keyword phrases

are driving conversions

Distinguish between paid and

organic search

Track all relevant conversions

including downloads, form

submissions, etc.

Elements of the

Search CycleRankings > Traffic > Conversions >

Sales > Repeat Customers

Understanding Search Rankings

If you’re not in the top 10, you’re not seen.

It is hard to obtain & maintain top 10 positions.

Search engine rankings are becoming harder to measure.

Determine:

Average ranking for top competitive keywords

Evaluate: What does a difference in rank mean to your traffic?

The value of each of the words you are ranked for

Evaluate: What is the cost benefit analysis of investing in SEO & PPC?

Universal Search: videos, images, news releases, etc.

Evaluate: Do top ten rankings go to these assets?

Search Rankings TacticsSet-Up

Keyword Map to ensure organic traffic is going where intended

Measures to track how long-tail keywords are ranking

Reports for Internal Search Data

Small Changes with Big Impact

Modify Page Title

Change / Add Content

Add More Internal Links

Add More External Links

All top 20 rankings should be further optimized each month

(Except #1)

Optimize Videos, Images, and News

POLL

Elements of the

Search CycleRankings > Traffic > Conversions >

Sales > Repeat Customers

Understanding Search Traffic

Basic Metrics:

# of Visitors

# of Visitors from Organic

# of Visitors from Paid Search

Time on Site

Additional Metrics:

Long-Tail Keyword Data

Branded vs. Non-Branded

Keyword Phrases

Understanding Search Traffic :

Long-Tail OptimizationSuccessful Campaign =

Saturation of Long-Tail SEO

Optimizing for a competitive

keyword phrase = many

related permutations (long-

tail)

Accurate ROI of your SEO

efforts (including long-tail

results)

Tactics:Use data to identify long-tail

keywords already ranking and

converting.

Understanding Search Traffic:

Branded / Non Branded Terms

Understand:Branded vs. Non-branded (BusinessOnLine vs. SEO)

Brand related keyword phrases are more likely to convert

Determine:Percentage of brand to non-brand related traffic

The difference in the conversion rate between those 2 groups

The difference in conversions between the categories of non-branded terms

What offline events / websites are causing your brand related searches

Tactics:Optimize for long-tail keywords around your brand

Tellium Technology can provide additional insight into the origin of brand

related searches

POLL

Elements of the

Search Cycle

Rankings > Traffic > Conversions >

Sales > Repeat Customers

Understanding Search Conversions

Understand:

A conversion can be either hard

or soft

Bounce rate can be determined

by your business rules

Determine:

Which keyword phrases are

generating traffic and the bounce

rate/conversion rate of that traffic

High Bounce Rate Keyword Phrases

High Conversion Rate Keyword

Phrases

Search Conversions Tactics

Leverage PPC as a Testing Ground

A/B Testing

Block A / B testing pages from Search Engine spiders

Only change one variable between test pages

Conversions

Have well defined conversion funnels

Have specific and measureable calls to action for any conversion

event

Be sure to test organic conversion pages for all keywords that

drive conversions as well as traffic

Improve content / messaging on poor performing Web

pages

POLL

Elements of the

Search CycleRankings > Traffic > Conversions >

Sales > Repeat Customers

Understanding Sales from Search

Price is a key driver in sales

conversion

Video is a MUST in the current

state of Web marketing.

Universal search features

shopping comparison feeds that

can drive highly qualified traffic

Have an optimized product feed

for shopping comparison sites

like Google Base

Google Base powers Google

Shopping Comparison OneBox

and Google Product Search

Sales from Search TacticsDetermine

Which keyword phrases are driving hard conversions?

Are there any affiliate or channel considerations?

Tactics

Differentiate your product/service descriptions from your

competitors and affiliates

Persuasive language that communicates benefits rather than

features

Develop videos, testimonials, reviews and case studies

Offer unique discounts or incentives for people for watch video

content to track conversions from views

Have an optimized product feed for sites like Google Base

Repeat

CustomersRankings > Traffic > Conversions >

Sales > Repeat Customers

Understanding Repeat Customers from Search

Segment your data by search, then

keyword group, then keyword to

get the best insight into what

words are converting and the

value of those words.

Determine:

Long Term Value of Your

Customer

Number of purchases the

average customer makes X

Average profit for each of those

purchases.

Acquisition Cost of Customers

Profit Points

Repeat Customers from Search Tactics

Provide Viral Tools to

Promote Happy Customers

Refer-a-Friend

Bookmarks

Reviews and Testimonials

User Badges

Featured Customers

Customer Community

Analytics

Set to track repeat customers.

Omniture allows you to track

customers by first time

customer and repeat

customer.

Other platforms like Google

allow for segments (cookie

based limitations).

Online communities with

sign-in functionality allow

more accurate data.

Questions?

Thank You

Additional ResourcesBusinessOnLine SEO Blog

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