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

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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


Your target audience is elusive.


We’ve entered the age of the empowered consumer.


70% of the B2B purchase decision is made before they speak to your sales rep.


70% of the B2B purchase decision is made before they speak to your sales rep.


Your prospects signal their intent most clearly through search behavior.


To reach today’s elusive consumer, we need smart targeting.

Search terms provide targeting in real-time.


Lead-to-Customer Close % by Channel

Leads from SEO are most likely to close.


But wait, SEO isn’t targeted, is it?

SEO just gets my homepage higher in search results, right?


SEO has granular targeting, too.

It’s the long tail of search terms.


A short story about the long tail


A short story about the long tail


“material safety data sheets”3,000,000+ monthly searches

“msds software”880 monthly searches

Broad vs Granular Targeting in SEO


A well-designed SEO campaign targets purchasers at different phases of the buying cycle.


Is your campaign measurement as precise as your targeting?


Success Requires Continuous Optimization


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







Agenda


KPI #1

% of targeted keywords ranking on the 1st page of Google’s search results






Start Jan Feb

7% % of Keywords on Page 1 of GoogleSEO







Agenda


KPI #2

Non-branded organic traffic


branded terms vs non-branded terms Company Name Product Names Brand promise

Broad category Specifications Terms used to describe the

problem or the solution


130% increase in non-branded organic traffic, 2011 over 2010

61% overall increase in organic traffic.







Agenda


KPI #3

Conversions from search terms

(lead capture, e-commerce, downloads, etc)


Conversions from top search terms

Keywords GoalConversions

GoalConversion Rate







Agenda


KPI #4

Revenue attributed to specific search terms.


Revenue attributed to specific search terms.


View your SEO KPIs on a single scorecard


Keyword Targeting

Measurement

Proper SEO requires its own optimization.


• 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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