Measure & Optimize SEO performance
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1 Measure & Optimize SEO performance Ani Lopez SEO Manager & Web Analytics Consultant linkedin.com/in/anilopez
2 SEO cycle Implement Measure performance Refine Analyze
3 We focus on: Implement Measure performance Refine Analyze
4 Measure SEO Implement performance Refine Analyze
5 SEO related metrics Visitors Pages per Visit Avg. Time on Site Bounce Rate Pages with Keywords per Landing Page Long tail Keywords Rankings Backlinks number Organic Traffic
6 SEO related metrics Visitors Pages per Visit Avg. Time on Site Bounce Rate Pages with Keywords per Landing Page Long tail Keywords Rankings Backlinks number Organic Traffic
7 Can't see the forest for the trees Image Copyright: All rights reserved by LynnInSingapore
8 Challenge Present in a silver crystal clear way how good your SEO consultancy is A more scientific measurement framework helping your SEO efforts
9 Observe user behaviour
10 Objective of SEO Bring to your site the maximum amount of non-paid converting traffic
11 SEO performance in 3.5 charts 1. The chart for the one that pays you
12 SEO performance in 3.5 charts 2. Performance in more detail
13 SEO performance in 3.5 charts 3. The one showing your expertise
14 SEO performance in 3.5 charts 3. Expertise (real) guru level
15 SEO performance in 3.5 charts 3.5 Entrance chart
16 SEO Performance Dashboard Free to download from Works with Excel plugin, download free trial.
17 Analyze & improve Implement SEO performance Measure performance Refine
18 Most basic pic by:
19 Organic traffic types branded ( direct) queries using brands or misspellings palace hotel barcelona place hotel ritz barcelona hotel rich barcelona non-branded queries using generic terms hotel luxe barcelona 5 star hotels barcelona best hotel barcelona
20 Advanced segments Create branded, non-branded segments
21
22 Keywords
23 Keywords analysis How are keywords performing? Typical SEO keywords work research and analysis content optimization keywords evaluation repeat previous steps
24 Phone & internet services for small business Only 5 of 19 top keywords are related to core business topic. What does it mean?
25
26 Set a minimum of quality to select a group
27 Phone & internet services for small business Much better keywords to work with after setting a minimum of quality
28 Keywords with: Some conversions Low amount of visits Medium to high bounce rate Potential buyers coming in small amounts and not engaging Action: improve content optimization will increase volume of converting traffic
29 Keywords with: No conversions Reasonable amount of visits Medium to low bounce rate Visitors, showing interest but not finding what they are looking for Action: any improvement in pages to make what they are looking for easier to find will increase conversions
30 Content analysis pic by:
31 Content analysis Hint: structuring URLs hierarchically will let you drill down easier by sections of content Category smithsonianstore.com/jewelry/ Subcategory smithsonianstore.com/jewelry/necklaces/ Product smithsonianstore.com/jewelry/necklaces/green-glass.html
32 Content / Keywords alignment Organic traffic report 1.select landing page 2.select keyword 3.export to spreadsheet
33 Content / Keywords alignment Any important missed keyword? No topical keywords bringing traffic?
34 Multi-channel analysis How Organic Traffic helps other channels convert? (new feature coming in Google Analytics V5, public beta phase right now, June 2011)
35 Multi-channel analysis Traditional types of keywords Head keywords Long tail keywords New type Keywords assisting conversions The end of last touch attribution model More information:
36 Multi-channel analysis Keyword refinement
37 Link Building pic by: rigmarole
38 Analyzing link acquisition Not all traffic at referral report is real one. (visits from webmail clients like Gmail, Hotmail, Yahoo Mail and such are wrongly counted as referral traffic and we want to exclude them for data accuracy)
39 Analyzing link acquisition Create advanced segment mydomain localhost mail search google yahoo live ^[0-9.]+$
40 Images pic by:
41 SEO for Images Traffic from images search engines
42 SEO for Images How much traffic brings image optimization?
43 SEO for Images Create advanced segment ^(/imgres /images/view /images/search)
44 SEO for Images /imgres /images/view /images/search Google Images Yahoo Images Bing Images Now you know
45 The content of this presentation is under Creative Commons Copyleft License Attribution, Share Alike 2.5 Canada You are free: To Share: to copy, distribute and transmit the work To Remix: to adapt the work Under the following conditions: Attribution: You must attribute the work in the manner specified by the author* or licensor (but not in any way that suggests that they endorse you or your use of the work) Share Alike: If you alter, transform, or build upon this work, you may distribute the resulting work only under the same or similar licence to this one *a link to would be great, thanks Ani Lopez
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