Actionable SEO Metrics

Accelerator | San Diego | Feb 9, 2012 | #SESAcc Accelerator | San Diego | Feb 9, 2012 | #SESAcc

@RyanJones

Actionable SEO Metrics

SES Accelerator San Diego 2012

Ryan JonesSr. Search StrategistTeam Detroit @RyanJones

Accelerator | San Diego | Feb 9, 2012 | #SESAcc

@RyanJonesSenior SEO StrategistTeam Detroit

www.TeamDetroit.com

www.RyanMJones.com


@RyanJones

“Having more data isn’t always better”

What Are Actionable Analytics?

Actionable Analytics involve using business goals and data to drive decisions.

Act * tion * able adj \ˈak-sh(ə-)nə-bəl\ 1: Capable of being acted upon


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What Is Your Goal?

Rankings & Visits or Sales, Conversions, Signups, & Engagement


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Am I Hitting My Goal?

Hopefully, these aren’t your goals.


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Look Deeper

Actionable: Information that allows a decision to be made.


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Home Page

Category Pages

Sub Category Pages

Product pagesLong Tail Keywords

Head KeywordsConversion Rate?

Conversion Rate?

Understand & find opportunities throughout your sales funnel


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Goal:Rank for terms like “New Trucks” and drive higher funnel shoppers

Result: Drove lots of long tail terms

Side Effect:Long tail terms had a much better

KPI conversion rate.

Lesson: Less focus on high volume “hero” terms. Go after what converts.


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Look at Actions, Not Just Keywords

Action Impressions Clicks CTR KPIs/Revenue Bounce

Buy Product 200,000 158,000 79% $42,000 12%

Owner Support

Research & Awareness

High Funnel Terms

Group Keywords by what people are trying to do on your site


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Actionable Reporting

Client: What’s happening & what should I do?

Start with your goals, report the metrics that align with them


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How can I use actionable analytics to answer everyday SEO questions?

Let’s Look at some examples…..


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OMG – Traffic is Down


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WHY?


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If we factor out the sale that ended, traffic was actually UP!


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Another Example


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Let’s Break Down that Blue Line


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Keyword Bucketing

User Intent – Branded – Products – Events – Long Tail – Purchase Funnel


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Titles Tags Are Ads too!

Test them with paid search

• Quickly get keyword impressions• Find out which landing page converts better• Learn what keywords convert


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Click Through Rate Comparison

• Get Impressions from GWT with PHP script at http://tiny.tw/9UI

Rank % of Clicks0 0.0%1 36.4%2 12.5%3 9.5%4 7.9%5 6.1%6 4.1%7 3.8%8 3.5%9 3.0%

10 2.2%11 2.6%12 1.5%13 1.3%14 1.1%15 1.2%16 1.2%17 1.4%18 1.3%19 1.4%20 1.4%

VS.Expected Clicks

Actual Clicks

Do I Need A More Enticing Title Tag?


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Example CTR CalculationKeyword: “Ford Focus”Rank: 1 Impressions: 700,000

Estimated Clicks = Impressions * % from chart700,000 * .364 = 254,800 clicks

Actual Clicks (pull from analytics not WMT)160,000 Clicks

Why So Low?


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Paid Search Cannibalization


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This Looks Bad….

54,238 1,200 $41,642.96 $0.77 3.71

62,671 1,765 $50,151.00 $0.80 3.62-8,433 -565 -$8,508.04 -$0.03 0.09-13.5% -32.0% -17.0% -3.8% 2.4%

Natural Search Average Position$$$ Per SearchRevenueTotal KBAsTotal Searches

% Change:

Change:Previous:

Current:


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But This Looks Good

54,238 1,200 $41,642.96 $0.77 3.71

62,671 1,765 $50,151.00 $0.80 3.62-8,433 -565 -$8,508.04 -$0.03 0.09-13.5% -32.0% -17.0% -3.8% 2.4%

71,381 2,572 $150,906.53 $2.11 2.6649,658 1,560 $38,075.21 $0.77 2.4721,723 1,012 $112,831.32 $1.34 0.1943.7% 64.9% 296.3% 174.0% 7.6%

Paid Search

Change:

Current:Previous:

Average Position

Natural Search Average Position$$$ Per SearchRevenueTotal KBAsTotal Searches

% Change:

Change:Previous:

Current:

% Change:

Total Searches Total KBAs Revenue Revenue Per Search

125,619 3,772 $192,549.49 $1.53

112,329 3,325 $88,226.21 $0.7913,290 447 $104,323.28 $0.7411.8% 13.4% 118.2% 93.7%

TOTAL SEARCH Total Searches Total KBAs Revenue Revenue Per Search

Current: Previous:Change:

% Change:


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Show rebidulator keyword compare tab

Keyword Cost Paid Rank

SEO Rank

Paid Clicks

SEO Clicks

Paid KPIs SEO KPIs

Blue Widgets $1596 1 1 752 986 23 400

Bacon Polenta $396 1 5 600 250 481 49

Pears $250 3 0 250 0 9 0

Bacon Pears $860 4 12 1004 12 974 3

Finding & Balancing Cannibalization

Find Opportunities – like shifting spend from “blue widgets” into “Bacon Pears”


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Let’s look at some other questions…


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Do I Have Indexing Issues?

Do I Have Content Issues?

Is My Content Working?


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Indexed Pages

VS.Pages Actually Sending Traffic

VS.Total Site Pages


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VS.Unique Keywords

* There should be a strong correlation here


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Thank You!

@RyanJones

www.RyanMJones.com

Technology

Actionable SEO Metrics