SEO Performance Measurement - Analytics Roundtable Zurich 19.11.2014

Analytics Roundtable Zurich

•  Name •  Workplace •  Current Analytics Issue

Introduction

Amazee Metrics AG / Förrlibuckstr. 30 / 8005 Zürich / [email protected]

Christina Meyer, 19.11.2014

SEO Performance Measurement Analytics Roundtable

Agenda

4

1 Introduction SEO

5 Monitoring Tools

3

4

SEO Process

SEO KPIs

2 How a Search Engine Works

1. Introduction Search Engine Optimization (SEO)

Market Shares of Search Engines: U.S.

h"p://www.comscore.com/Insights/Market-­‐Rankings/comScore-­‐Releases-­‐September-­‐2014-­‐US-­‐Search-­‐Engine-­‐Rankings  

6

Market Shares of Search Engines: Switzerland

h"p://www.blog360.ch/marktanteile-­‐von-­‐suchmaschinen_396  

7

Organic Results vs AdWords

8

Paid Search Results: AdWords

Organic Search Results:

Paid Search Results: AdWords

What we click on

www.seoresearcher.com

9

What we prefer

EyeTracking Study by Did-it, Enquiro and Eyetools, iProspect, Search Engine Behavior Study, Enquiro, MarketingSherpa

62% only check the results

on first page.

76% prefer to click on

organic results than AdWords.

Attention organic results: 1. Result: 100%

2. Result: 100%

3. Result: 100%

4. Result: 85%

5. Result: 60%

6. Result: 50%

7. Result: 50%

8. Result: 30%

9. Result: 30%

10. Result: 20%

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2. How a Search Engine Works

How Does a Search Engine Work?

1.  Crawling 2.  Indexing 3.  Ranking

Crawling

•  Spiders/Bots looking for content.

•  Goal: Find all websites in the world.

Indexing

•  After crawling search engines index the websites and their content.

•  Websites and their content are indexed and rated based on keywords.

Ranking

•  Search engines compare websites and rank them based on topic and relevance.

What Are Ranking Factors?

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Criteria to rate the topic and relevance of a website and use this to perform a ranking among the websites.

Ranking Factors 2014 for Germany

http://www.searchmetrics.com/de/knowledge-base/ranking-faktoren/

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Most Important Ranking Factors 2014

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3. SEO Process

SEO Tasks

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SEO Process: 1. Off-Site Analysis

•  Keyword analysis

•  Competitive analysis •  Link analysis •  Social media strategy

•  International/multilingual SEO strategy

1. Step: Off-Site Analysis

2. Step: On-Site Audit

3. Step: Continuous

Optimizations

Goal: •  Relevant SEO Keywords

•  Definition SEO Strategy

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SEO Process: 2. On-Site Audit

1. Step: Off-Site Analysis

2. Step: On-Site Audit

3. Step: Continuous

Optimizations

•  Technical Audit

•  Mobile Audit •  Indexing Audit •  Usability Quick Check

Goal: Analysis and recommendations technical SEO implementation

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SEO Process: 3. Continuous Optimizations

•  Technical Improvements

•  Content Improvements

•  Link Building

1. Step: Off-Site Analysis

2. Step: On-Site Audit

3. Step: Continuous

Optimizations

Goal:

Increase Ranking Positions: •  Sustainable SEO efforts needs at least 4 - 6 months. •  The more effort invested, the faster the visible results.

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4. SEO KPIs

SEO KPIs

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1 Traffic sources

3 Quantity and quality of backlinks

2 Keyword rankings

Monthly measurement of

1. Traffic Sources

•  Comparing the number of sessions from search engines to the other traffic sources.

•  Tool: Analytics tool like Google Analytics, Adobe Analytics etc.

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2. Ranking Positions

•  Ranking positions for the defined branded and non-branded keywords

•  Tool: SEO tools like Moz or Searchmetrics

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Keyword Ranking September Ranking October Difference

Search Engine Marketing Not in Top 50 30 -20

Search Engine Optimization 45 20 -25

3. Quantity and Quality of Links: Domain Authority

•  The relevance of websites is defined based on their link structure.

•  The more links, the highter the popularity and the relevance.

•  Not only quantity is important but also quality.

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3. Quantity and Quality of Links: Link Metrics

•  Development of the link metrics over time. •  Tool: Moz

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KPI September October Difference

Domain Authority 23 25 2

Domain MozRank 3.5 5.12 1.62

Domain MozTrust 3.59 4.95 1.36

External Links 119 141 22

Linking Root Domains 28 34 6

Domain Diversity 23.53% 24.11% 0.58%

Overall score

Quality metrics

Quantity of backlinks

5. Monitoring Tools

Monitoring Tools

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Tool Origin Price (starts at monthly cost of )

SEO /AdWords Services

Moz U.S. USD 99 SEO Keyword rankings, backlink analysis, on-page optimization

Searchmetrics Germany EUR 825 SEO, AdWords

Keyword rankings, backlink analysis, on-page optimization

Hoosh Switzerland EUR 199 SEO, AdWords Search engine visibility

Moz: Keyword Rankings Overview

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Moz: Keyword Rankings per Keyword

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Aggregated rankings per week or per month.

Moz: Competitive Analysis

34

Moz Pros and Cons

35

Pros Cons

Affordable (USD 99 per month) No overall SEO visibility

Ranking position per keyword Too detailed for management level

Comparable link metrics (fixed scale) Does not suggest benchmarks

Setting up and scheduling of custom reports No monetary value of organic search

Data for on-page and content optimization

Support only by e-mail and with a delay due to different time zones (U.S.)

Easy to use and very well documented

Affordable tool for detailed insights. Suitable for SEO professionals but not for management level.

Searchmetrics: Market Share

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Market share of Top 10 or of the defined benchmarks

Searchmetrics: Traffic Value

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Value of the visitors from search engines, calculated based on the CPC value that would have to be paid to acquire these visitors with paid search (AdWords).

Searchmetrics: SEO Visibility

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SEO visibility over time of the defined benchmarks

Searchmetrics: Position Spread

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Spread of keyword ranking positions compared to the defined benchmarks.

Searchmetrics: SEO Visibility per Country

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Searchmetrics: Social Visibility

41

Searchmetrics Pros and Cons

42

Pros Cons

Overall SEO visibility Very expensive (from EUR 825 per month)

Ranking position per keyword Some experience needed for efficient usage Top 10 benchmarks

Monetary value of organic search Visibility score and backlink metrics only meaningful in comparison with competitors (no fixed scale)

Setting up and scheduling of custom reports Data for on-page and content optimization

Telephone and e-mail support in German

Very powerful tool if sufficient budget available. Suitable for both SEO professionals and management reports.

Hoosh: Search Engine Visibility

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Share of search over time, organic search and/or AdWords.

Hoosh: Winners and Losers

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Winners and losers in total search engine visibility: organic search and AdWords.

Hoosh: Category Top 100

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Category Top 100 in total search engine visibility: organic search and AdWords.

Organic Rank AdWords Rank

Hoosh Pros and Cons

46

Pros Cons

Affordable (EUR 199 per month) No ranking position per keyword (but visibility graph per keyword)

Overall SEO and AdWords visibility No backlink data

Top 100 benchmarks No information for on-page and content optimization

Very easy to use No monetary value of organic search

Telephone and e-mail support in English No custom reports or repots scheduling

Affordable tool providing a good overview. Suitable for marketing professionals and managers who do not have time to go into the details.

Questions?

47