A presentation from Neil Walker on how to track investment in SEO.

1. How to track investment in SEO against returns Neil Walker CTO Just Search Ltd

3. Pay Per Click

4. Analytics Qualified

6. Disadvantages of SEO over PPC You can’t work out traffic for SEO? You can’t track conversions in SEO? You can’t rank 1st page instantly in SEO? You can’t work out organic CTR? You can’t predict required budgets in SEO? You can’t optimise 100’s of phrases in SEO? More people click on sponsored adverts? You can’t improve website conversion rate with SEO? You can’t do SEO without PPC? SEO costs less than PPC? False False True False False False False False False TRICK! Twitter.com/TheUKSEO www.seomad.com

7. Learning Objectives The purpose of this seminar is to show you how to create a factual SEO Business Plan / Case by: Predicting organic traffic to your website Analysing the potential income Studying the investment required Working out profit & loss for your business plan. Carrying out ongoing tracking of your predictions Looking at long term goals by reviewing the potential from ranking between positions 10-5 against 3-1. Twitter.com/TheUKSEO www.seomad.com

8. Google’s Domination Twitter.com/TheUKSEO www.seomad.com

9. Click Through Rates

10. Organic vs.. PPC Click Through Rates Pt.1 Twitter.com/TheUKSEO www.seomad.com

11. Organic vs.. PPC Click Through Rates Pt.2 Twitter.com/TheUKSEO www.seomad.com

12. Organic Click Through Rates (Eye Tracking 2004) People have been interested in CTR for many years. This image was highlighted by SEO Researcher.com based on research from Cornell University from 2004 Twitter.com/TheUKSEO www.seomad.com

13. Organic Click Through Rates (AOL 2006) August of 2006 AOL leaked millions of search records Twitter.com/TheUKSEO www.seomad.com

14. Organic Click Through Rates (Google 2010) Pt.1 This month GWT enhanced their Top Search Query Function. At Just Search we compiled sample data from 100 clients across 1500 key phrases. Twitter.com/TheUKSEO www.seomad.com

15. Organic Click Through Rates (Google 2010) Pt.2 We took the data and also segmented in by Key Phrase length, again this revealed some interesting information about ranking No.1 Twitter.com/TheUKSEO www.seomad.com

16. Organic CTR From the collated data we can now make an educated guess at the Click Through Rate if your website ranks on the first page for a given keyword Position 2-10 = CTR 4.85% Twitter.com/TheUKSEO www.seomad.com

17. Conversion Rates

18. Website Conversion Rates PPC is a good way to find out your website’s conversion rate, however if you do not have this luxury, there are a number of sources which can give you an idea of Average Conversion rates. Twitter.com/TheUKSEO www.seomad.com

19. Website Conversion Rates From the collated data we can now make an educated guess at the conversion rate of your website Average Conversion Rate = 2.9% Twitter.com/TheUKSEO www.seomad.com

20. Keyword Analysis

21. Keyword Analysis Pt.1 Use a tool to give you the predicted traffic i.e. https://adwords.google.com/select/KeywordToolExternal Microsoft-advertising-intelligence https://adwords.google.com/o/Targeting/Explorer Twitter.com/TheUKSEO www.seomad.com

23. Average Website Conversion Rate

25. Average Gross Profit per service / product.

26. Average Order ValuesTwitter.com/TheUKSEO www.seomad.com

27. Income, Investment & Timescales

29. If you’re agency-side, then look at all the factors required to gain a ranking and use your experience to predict a timeline.Twitter.com/TheUKSEO www.seomad.com

30. Investment Required Again client-side – You will get potential cost from your SEO Provider. Agency-side – You need to think about: Twitter.com/TheUKSEO www.seomad.com

33. E-commerce site / service siteTwitter.com/TheUKSEO www.seomad.com

35. Website Conversion Rate

36. Potential Keywords & Traffic

37. Predicted Timescales

38. Investment Required

39. Average Order Value

40. Average Gross ProfitTwitter.com/TheUKSEO www.seomad.com

41. Financials

42. Putting it together Use Excel to put all your information together Twitter.com/TheUKSEO www.seomad.com

43. Pivot Table Create a Pivot Table Analyse the potential income you will start receiving for each keyword for each month. Twitter.com/TheUKSEO www.seomad.com

44. Investment Your SEO Company advises it will cost you £2500 pcm Will you make a profit? How long will it take you to break even? How long will it take to pay back your investment? Twitter.com/TheUKSEO www.seomad.com

45. Profit & Loss Year 1 Twitter.com/TheUKSEO www.seomad.com

46. Payback Twitter.com/TheUKSEO www.seomad.com

47. 2 Year Profit Forecast Twitter.com/TheUKSEO www.seomad.com

48. Tracking

49. Ongoing Tracking Use Google Analytics Set up Conversion Goals Set up Goal Funnels Set up E-commerce tracking (if applicable) Set up Webmaster tools and monitor CTR Set up web ranking reports to monitor positions This will allow you to track the Business Plan you are working towards Twitter.com/TheUKSEO www.seomad.com

51. Transaction

52. Product RevenueBy Keyword. This tells you which keywords are making money! Twitter.com/TheUKSEO www.seomad.com

53. Let’s look at Real Data!

54. Real Data – CTR & Conversion(Month 11) Twitter.com/TheUKSEO www.seomad.com

55. Predictions vs.. Actual Data Twitter.com/TheUKSEO www.seomad.com

56. Actual P&L Year 1 Twitter.com/TheUKSEO www.seomad.com

57. Actual Payback Twitter.com/TheUKSEO www.seomad.com

58. Future Goals

60. Average Ranking positions of 10 to 5.

61. How much is a top 2 position worth to you?

62. How much are you willing to spend?Twitter.com/TheUKSEO www.seomad.com

64. 5.6 x more traffic in No.2

65. 3.7 x more traffic in No.3It is very likely that companies may need to double or triple SEO budgets to gain positions 1 & 2, this is well worth it! Twitter.com/TheUKSEO www.seomad.com

66. Overview

67. Learning Objectives - Recap Twitter.com/TheUKSEO www.seomad.com

68. Question / Debate Twitter.com/TheUKSEO www.seomad.com