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Accurately Measure Search Engine
  Optimization Efforts
    What do the different SEO metrics show us?
    What the different SEO metrics don’t show us?
    What is the most important SEO metric?
PageRank

     What this shows:                     What this doesn’t show:
           What Larry Page thought          Which website is “better”
           made a good website              Much of anything
           Apples-to-apples website
           comparison
           Logarithmic Scale

                                          But (theoretically) the
                                            higher the PageRank
                                            the more…

                                      2                             WebsiteBiz
CONFIDENTIAL
Visitors and Traffic

     What this shows:                   What this doesn’t show:
           How many people are            How they found your
           coming to your website         website
                                          Whether they found what
                                          they were looking for




                                        But more visitors can
                                          lead to more…


                                    3                               WebsiteBiz
CONFIDENTIAL
Inbound Links

     What this shows:                     What this doesn’t show:
           How many websites                Quality of websites linking
           thought your content was         to your website
           valuable enough to               What other websites think
           mention                          your website is about
           “Votes” from other               (anchor text)
           websites to your website
           as an authority

                                          Links to websites leads
                                            to…

                                      4                               WebsiteBiz
CONFIDENTIAL
Ranking

     What this shows:                      What this doesn’t show:
           What search engines think         The progress of your SEO
           your website is about             efforts to your goal.
           What search engines think         Whether you are ranking
           about your webpage and            for the right words
           it’s content


                                           How can you measure
                                             your overall ranking…


                                       5                                WebsiteBiz
CONFIDENTIAL
“Visibility” Score

     What this shows:                              What this doesn’t show:
           Success of ranking efforts                Whether people visit your
           by quantifying webpages                   website from the search
           on first three pages of                   results
           search results
               #1 ranking = 30 points
               #30 ranking = 1 point               The more people who
               >#30 ranking = 0 points
               Goal= 30 x number of keywords
                                                     see your website
                                                     listed, the more
                                                     chance they will have
                                                     to…

                                               6                                 WebsiteBiz
CONFIDENTIAL
Click-Through

     What this shows:                       What this doesn’t show:
           The search term that lead          Whether the visitor found
           to the most visitors               what they are looking for
           The difference between             when visiting your website
           people who see your
           website listed and want to
           see what you have to offer

                                            This directly leads to
                                              more…


                                        7                              WebsiteBiz
CONFIDENTIAL
Organic Search Visitors

     What this shows:                      What this doesn’t show:
           How many people came              Whether their visit was
           from our efforts of SEO           profitable
           What people think they
           will find when they visit
           our website

                                           How can you tell if they
                                             found your content
                                             valuable?


                                       8                               WebsiteBiz
CONFIDENTIAL
Bounce Rate

     What this shows:                       What this doesn’t show:
           How many people left               Why they left your
           your website because they          website
           didn’t find what they were
           looking for



                                            The lower the bounce
                                              rate, the higher the
                                              number of…


                                        9                             WebsiteBiz
CONFIDENTIAL
Conversions

     What this shows:                    What this doesn’t show:
           How many people wanted          How much you profited
           what you had to offer           from their visit




                                         More conversions leads
                                          to greater…

                                    10                             WebsiteBiz
CONFIDENTIAL
ROI

       What this shows:
        How much you profited from your SEO efforts
        The final success of your SEO efforts
        (all other metrics lead to this, but this is the
        bottom-line)




                                11                         WebsiteBiz
CONFIDENTIAL

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10 SEO Metrics Demystified

  • 1. Accurately Measure Search Engine Optimization Efforts What do the different SEO metrics show us? What the different SEO metrics don’t show us? What is the most important SEO metric?
  • 2. PageRank What this shows: What this doesn’t show: What Larry Page thought Which website is “better” made a good website Much of anything Apples-to-apples website comparison Logarithmic Scale But (theoretically) the higher the PageRank the more… 2 WebsiteBiz CONFIDENTIAL
  • 3. Visitors and Traffic What this shows: What this doesn’t show: How many people are How they found your coming to your website website Whether they found what they were looking for But more visitors can lead to more… 3 WebsiteBiz CONFIDENTIAL
  • 4. Inbound Links What this shows: What this doesn’t show: How many websites Quality of websites linking thought your content was to your website valuable enough to What other websites think mention your website is about “Votes” from other (anchor text) websites to your website as an authority Links to websites leads to… 4 WebsiteBiz CONFIDENTIAL
  • 5. Ranking What this shows: What this doesn’t show: What search engines think The progress of your SEO your website is about efforts to your goal. What search engines think Whether you are ranking about your webpage and for the right words it’s content How can you measure your overall ranking… 5 WebsiteBiz CONFIDENTIAL
  • 6. “Visibility” Score What this shows: What this doesn’t show: Success of ranking efforts Whether people visit your by quantifying webpages website from the search on first three pages of results search results #1 ranking = 30 points #30 ranking = 1 point The more people who >#30 ranking = 0 points Goal= 30 x number of keywords see your website listed, the more chance they will have to… 6 WebsiteBiz CONFIDENTIAL
  • 7. Click-Through What this shows: What this doesn’t show: The search term that lead Whether the visitor found to the most visitors what they are looking for The difference between when visiting your website people who see your website listed and want to see what you have to offer This directly leads to more… 7 WebsiteBiz CONFIDENTIAL
  • 8. Organic Search Visitors What this shows: What this doesn’t show: How many people came Whether their visit was from our efforts of SEO profitable What people think they will find when they visit our website How can you tell if they found your content valuable? 8 WebsiteBiz CONFIDENTIAL
  • 9. Bounce Rate What this shows: What this doesn’t show: How many people left Why they left your your website because they website didn’t find what they were looking for The lower the bounce rate, the higher the number of… 9 WebsiteBiz CONFIDENTIAL
  • 10. Conversions What this shows: What this doesn’t show: How many people wanted How much you profited what you had to offer from their visit More conversions leads to greater… 10 WebsiteBiz CONFIDENTIAL
  • 11. ROI What this shows: How much you profited from your SEO efforts The final success of your SEO efforts (all other metrics lead to this, but this is the bottom-line) 11 WebsiteBiz CONFIDENTIAL