This document discusses meaningful SEO metrics that can be used to measure SEO performance. It is divided into three sections: general SEO metrics, financial SEO metrics, and competitive SEO metrics. The general section covers metrics like organic traffic, rankings, landing pages, and traffic quality. The financial section discusses metrics like revenue, conversions, ROI, and customer lifetime value. The competitive section mentions analyzing competitors but provides no details.

1. Meaningful SEO Metrics
How to measure SEO performance?
Phil Amery
@fimre
philamery.com
20th March 2015

2. I. General
II. Financial
III.Competitive
Meaningful SEO Metrics

3. General SEO Metrics
1. organic search engine traffic
2. organic rankings
3. landing pages getting organic traffic
4. quality of organic traffic
5. referral traffic
6. impressions and CTR

4. Organic Search Engine Traffic - Volume
& Share
Google Analytics - Acquisition Channels
Time range:
- daily
- weekly
- monthly
- custom
Get alerted in time on
sudden drops or
increase of traffic
through organic search

5. Sudden Traffic Drops and Spikes
Google Alerts with Google Analytics

6. Search Engines by Region and Market
Google Analytics - Acquisition Channels - Search Engines
Search engines market share
- Google - global
- Yandex - Russia
- Baidu - China
- Yahoo - Japan
- Seznam - Czech Republic
- Bing - US

7. Organic Rankings
“Focus on topical performance with
keywords around a certain theme
rather than on individual keyword”
FOLLOW DON’T CHASE

8. Organic Rankings
DIVERSIFIED
AND
PERSONALISED
mobile
devices
localisation
Hummingbird
entity & context
desktops
voice search
(not provided)

9. Keyword Identification
1. search volume (language & geolocation)
2. seasonality
3. relevancy
4. search intent
5. branded vs non-branded

10. Overcoming the ‘not -provided’ issue
Google Webmaster Tools

11. Landing Pages with Organic Traffic
Google Webmaster Tools

12. Landing Pages with Organic Traffic
Google Analytics

13. Quality of Organic Traffic
Metrics:
- bounce rate
- pages / session
- avg. session
duration

14. Quality of Organic Traffic
“You need to get your users engaged and
direct them to take action”

15. Referral Traffic
Other alternatives:
- Webmaster Tools
- moz
- ahrefs
- Majestic
Google Analytics

16. Impressions and CTR
Google Webmaster Tools
Aim to identify low-hanging fruits

17. Impressions and CTR
“The higher the position, the higher the
CTR - as a consequence, a higher user
engagement”

18. I. General
II. Financial
III.Competitive
Meaningful SEO Metrics

19. Financial SEO Metrics
1. revenue and transactions
2. goal conversions
3. customer acquisition value
4. ROI - turnover and profit
5. Customer lifetime value (CLV)

20. Transactions and Revenue

21. Transactions and Revenue by Landing
Page

22. Goal Conversions
Few examples of goals we could consider:
- newsletter subscriptions
- demo, sample or call-back requests
- blog post comments
- …

23. Gross SEO Costs and ROI
New users Transactions Clicks Revenue SEO Fee
February 2015 4,583 705 9,234 Ft 10,955,733 Ft 250,000
Cost/New user Cost/Transaction Cost/Click ROI
February 2015 Ft 55 Ft 355 Ft 27 97.72%
ROI =
Revenue - Investment
Investment

24. SEO Costs and ROI - Other
Considerations
- Attribution model comparison
- Multi-Channel Funnels
- Customer Lifetime Value (CLV)
- Life expectancy
- Cost per acquisition (CAC)

25. Quick Reporting Solutions -
Dashboards
- Google Analytics Custom Reports
- Google Analytics Add-On for Google Spreadsheet
- SuperMetrics Data Grabber (Excel & Spreadsheet)
- Instantmetrics.co
- ...

26. I. General
II. Financial
III.Competitive
Meaningful SEO Metrics

27. Competitive SEO Metrics

28. Phil Amery
phil@philamery.com
@fimre
hu.linkedin.com/in/fulopimre/
bit.ly/PhilAmery
THANK YOU