1.
With Disruption Comes
Opportunity: Proving SEO Value
in a (not provided) world
Photo
Credit:
papalars
via
Compfight
By Jeff Sauer
Founder of Knowledge Land
SMX Advanced | June 12, 2014

2.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Your Guide
2
Jeff
Sauer
Marketer
and
Entrepreneur
Knowledge.Land
Minneapolis,
MN,
USA
Email:
jeff@jeffaly<cs.com
google.com/+JeffSauer
Newsle*er:
bit.ly/jeffaly<cs

3.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Our Feelings About (not provided)

4.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Executives Aren’t Losing Sleep

5.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
It’s Time to Make Adjustments

6.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
How Should We Adjust?
Dig
Deeper
into
Google
Analy<cs

7.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
How Should We Adjust?
Dig
Deeper
into
Google
Analy<cs
Prove
Business
Value

8.
DIG DEEPER: WAYS AROUND (NOT
PROVIDED) IN GOOGLE ANALYTICS
Photo
Credit:
One_Penny
via
Compfight

9.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Taking Advantage of all GA has to Offer

10.
ORGANIC SEARCH REPORTS

11.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Measure Year Over Year Growth Trends
Traffic
Comparison
by
Date
S<ll
Works
Great!

12.
SECONDARY DIMENSIONS

13.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Landing Page as Secondary Dimension
No
Keyword
Provided?
No
Problem

14.
FILTER YOUR DATA

15.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Ugly Not Provided Keywords
What
Does
it
Mean?

16.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Filter Data to Include Landing Page
How
to
steal
some
'not
provided'
data
back
from
Google:
h*p://econsultancy.com/blog/8342-­‐how-­‐to-­‐steal-­‐some-­‐not-­‐provided-­‐data-­‐back-­‐from-­‐google

17.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Landing Page As Keyword Proxy
Not
Perfect,
but
Much
BeZer!

18.
WEBMASTER TOOLS

19.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Google Webmaster Tools Reports

20.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Google Webmaster Tools Reports
BeauGful
(and
Increasingly
More
Accurate)
Search
Data!

21.
CUSTOM METRICS AND
DIMENSIONS

22.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Pull SEO Data into Google Analytics

23.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
SEO Dimension Widening Example
Dimension
Widening
for
SEO:
h*p://bit.ly/SEOwidening

24.
DEMOGRAPHICS

25.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Enable
These
and
Update
Your
Tracking
Code
To
include
dc.js

26.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
View ABC Reports by Demographic
Performance
by
Age

27.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Organic as a Secondary Dimension

28.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Mash Up – Popular Search LPs by Age
Find
High
Value
Search
Visitor
Segments

29.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
More Alternatives to Not Provided
Proving
SEO
Value
in
Google
AnalyGcs:
h*p://moz.com/blog/proving-­‐seo-­‐value-­‐in-­‐google-­‐analyGcs

30.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Photo
Credit:
brongaeh
via
Compfight
Prove Business Value By Reporting
on Fully Loaded Costs, ROI and LTV

31.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
How Profit Should Be Calculated
Revenue

32.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Subtract Our Ad Spend
Revenue
Marke<ng
Investment

33.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Subtract Cost of Selling Each Product
Revenue
Product
Cost
Marke<ng
Investment

34.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Subtract Fixed Costs of Business
Revenue
Product
Cost
Fixed
Costs
Marke<ng
Investment

35.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Now You Have Net Profit
Revenue
Product
Cost
Fixed
Costs
Net
Profit
Marke<ng
Investment

36.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Here’s an ROI Equation to Use
Gain
From
Investment
(Net
Profit)
Cost
of
Investment
Cost
of
Investment
ROI
True
ROI
Measurement:
h*p://bit.ly/TrueROI

37.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Here’s an Example with Numbers
Revenue
$99,630
100%
SEO
Spend
$10,942
-­‐
Return
on
SEO
Spend
$88,688
811%
Cost
of
Goods
Sold
$77,625
78%
Gross
Revenue
$11,063
11%
Total
Fixed
Costs
$5,000
5%
Net
Profit
$6,063
6%
True
ROI
55%

38.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
True Return on Investment is Important
Revenue
$99,630
100%
Ad
Spend
$10,942
-­‐
Return
on
Ad
Spend
$88,688
811%
Cost
of
Goods
Sold
$77,625
78%
Gross
Revenue
$11,063
11%
Total
Fixed
Costs
$5,000
5%
Net
Profit
$6,063
6%
True
ROI
55%
We
need
to
subtract
the
expenses
needed
to
achieve
revenue
to
understand
true
ROI
Learn
How
To
Get
This
Spreadsheet:
h*p://bit.ly/SEO_ROI

39.
Don’t Forget
About Lifetime
Value

40.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Lifetime Value = Long Term Investment
Revenue
$149,445
100%
SEO
Spend
$10,942
-­‐
Return
on
SEO
Spend
$138,503
1266%
Cost
of
Goods
Sold
$116,437
78%
Gross
Revenue
$22,066
15%
Total
Fixed
Costs
$5,000
5%
Net
Profit
$17,066
17%
True
ROI
156%

41.
More Profit =
Bigger Budgets!

42.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Executives Get Paid on Profit

43.
Jeff
Sauer
|
@jeffaly<cs
|
www.jeffaly<cs.com
|
Proving
SEO
Value
Thank You!
43
Jeff
Sauer
Marketer
and
Entrepreneur
Knowledge.Land
Minneapolis,
MN,
USA
Email:
jeff@jeffaly<cs.com
google.com/+JeffSauer
Newsle*er:
bit.ly/jeffaly<cs