Meaningful SEO Metrics!

Transcription

1 Meaningful SEO Metrics! Stephan Spencer! Co-Author of The Art of SEO; Author of Google Power Search; Founder of Netconcepts!

2 Who Am I? Author of Google Power Search & Co- author of The Art of SEO Founder of SEO agency Netconcepts Sold Netconcepts to Covario in 2010 Lived in New Zealand for 8 yrs, returned to US in 2007 Invented GravityStream, a pay- for- performance SEO technology (now Covario s Organic Search OpNmizer) Now a free agent, developing an SEO coaching program which will launch soonish 2009 Stephan M Spencer Netconcepts sspencer@netconcepts.com

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5 A Blog is an Asset SEO: So simple even a child can do it! My daughter, blogger & SEO. $5 - $30 / day passive income. Started when she was 14.

6 SEO Metrics You can t improve what you can t measure. At least not reliably, or reproducibly. Search analyncs is not the same as web analyncs.

7 Old School SEO Metrics Search engine rankings By keyword By engine Keyword popularity Tools include KeywordDiscovery.com & WordTracker.com KEI (Keyword EffecNveness Indicator) score? Not so much IndexaNon # of pages of your site indexed site: query

8 Old School SEO Metrics Link popularity Tools include OpenSiteExplorer.org, MajesNcSEO.com, LinkResearchTools.com, Google Webmaster Central ( PageRank from Google s Toolbar server For entertainment purposes only Each page has its own score Scores reported are months out- of- date

9 SEO Metrics Cost/ROI: sales by keyword & by engine, cost per lead Go beyond rankings, referrals, conversions, and revenue. Also beyond indexanon, link popularity, keyword popularity, KEI, PageRank

10 Next Gen SEO Metrics Page yield % of unique pages yielding search engine- delivered traffic in a given month Keyword yield rano of keywords to pages yielding search traffic

11 Next Gen SEO Metrics Brand- to- nonbrand rano % of search traffic coming from brand keywords vs. nonbrand keywords Unique pages non- duplicate pages crawled Visitors per keyword rano of search engine delivered visitors to search terms

12 Next Gen SEO Metrics Index- to- crawl rano rano of pages indexed to unique crawled pages Engine yield how much traffic the engine delivers for every page it crawls Nonperforming pages pages delivering zero search visitors in a given Nmeframe

13 Nonperforming Pages What percentage of your unique crawled pages aren t driving traffic in a given month? These are affecnonately known as freeloaders! This percentage is larger than you think Target the most frequently crawled nonperforming pages. This is the low- hanging fruit These pages are likely to have some good PageRank and changes will get picked up quickly If you can t get them to perform ajer repeated akempts, consider dumping them from your site s link graph (nofollow, noindex etc.)

14 Non- performing pages report, sorted by crawler acivity

15 Scoring Your SEO On- page factors e.g. Ntle tag, heading tags, anchor text, keyword prominence, meta descripnon, etc. Off- page factors e.g. inbound links, trust, authority (harder to change quickly) Technologies: Enterprise level: Covario s Organic Search Insight Small business: HubSpot s WebsiteGrader.com See hjp://searchengineland.com/the- science- of- scoring- your- seo

16 Covario Organic Search Insight

17 Real- Time Feedback No need to wait for crawling, indexing and re- ranking to see the likely impact of your content revisions/addinons Content analysis tools like Scribe, a WordPress plugin, that gives real- Nme feedback on the SEO of your content Content analysis baked into enterprise- level tools like Compendium Blogware or Covario Organic Search Insight

18 Real- Time Feedback on Content Compendium Blogware: analyzes the blog post s keyword strength on-the-fly

19 Scribe SEO plugin for WordPress

20 Scribe SEO plugin for WordPress

21 Next Gen SEO Metrics Top convernng/performing page 2 ranked pages Top convernng/performing keywords on one engine that are non- performing on another Highest potennal keywords you re gemng traffic for Highest potennal keywords you re not gemng traffic for, based on potennal referrals, revenue, and ROI

22 Don t Forget the Engines Tools Google Webmaster Central Bing Webmaster Center Google Insights for Search Google Adwords Keyword Tool Google Trends Etc.

23 Rankings and search referrals According to Google Webmaster Central 23

24 Link text mined using Google Webmaster Central 24

25 AnalyNcs on Your CompeNtors Compete QuantCast Alexa SEMRush Hitwise ($$$)

26 CompeIIve Intelligence Compete.com

27 CompeIIve Intelligence QuantCast.com

28 CompeIIve Intelligence QuantCast.com

29 CompeIIve Intelligence Alexa.com

30 CompeIIve Intelligence Alexa.com

31 CompeIIve Intelligence Alexa.com

32 CompeIIve Intelligence SEMRush.com

33 CompeIIve Intelligence SEMRush.com

34 CompeIIve Intelligence Hitwise.com

35 AnalyNcs on Inbound Links OpenSiteExplorer.org MajesNcSEO.com LinkResearchTools.com

36 Link Intelligence OpenSiteExplorer.org

37 Link Intelligence OpenSiteExplorer.org

38 Link Intelligence OpenSiteExplorer.org

39 Link Intelligence MajesIcSEO.com

40 Link Intelligence MajesIcSEO.com

41 Link Intelligence LinkResearchTools.com

42 Link Intelligence LinkResearchTools.com

43 Link Intelligence LinkResearchTools.com

44 Link Intelligence LinkResearchTools.com

45 SEO TesNng Remember, you can t improve what you can t measure Test everything Vary one thing at a Nme Must have stansncally significant enough of sample size to be a sciennfically valid experiment Measure based on mulnple metrics - not just rankings Spidering behavior Traffic to the page, resulnng sales Page yield Keywords per page More metrics at mulnchannelmerchant.com/webchannel/seo/ beneath_surface_search_012007

46 Careful Not to Get Bad Data Not logging in (to Google Trends, Google AdWords Keyword Tool, etc.) Not logging out (when searching) turn off personalizanon Broad matching by default in AdWords Keyword Tool Not running the right Google queries EsNmated results w/o including omiked results Not using or inntle: operator white noise vs. white noise vs. inntle: white noise

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51 CannibalizaNon Happens! The so- called synergy of paid search with organic search is ojen manifested instead as cannibalizanon

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53 Going Deeper into AnalyNcs Book: Web AnalyNcs: An Hour a Day by Avinash Kaushik (hkp://snipurl.com/wahour) Occam s Razor Blog: WAA ( & WAA blog (waablog.webanalyncsassocianon.org) emetrics Summit ( E- metrics whitepaper by Jim Sterne ( The Loyalty Effect by Frederick Reichheld

54 Now What? What can you do tomorrow that will improve your site s SEO? Write down 3 things. Get em done! Remember: you eat an elephant one bite at a Nme To contact me: stephan@stephanspencer.com To get a copy of this slide deck and a how- to on gemng higher rankings in YouTube s search engine, e- mail admin@stephanspencer.com