Visit - https://goo.gl/mJpcp7 - for a full write up
Sophie Moule's Brighton SEO takeaways:
- Make sure your analytics are setup to compare channels in an aligned way
- Don’t just think about sales - think about profit
- Work in synergy with other disciplines, both within the marketing function, but also with the wider business
- Inform and dictate from the top, rather than following pre-made decisions
For more information on search trend data and SEO opportunity email: sophie@pi-datametrics.com
2. @SophieMoulePi Datametrics
I know you know this...
● Organic search drives over 50% of
global website traffic
● 3.5 billion searches are conducted
on Google per day
● Huge success has been built as a
result of organic search performance
7. @SophieMoulePi Datametrics
Paid media = smart reporting
SEO last click
PPC last click
SEO last click
PPC FULL PATH with 90 day
COOKIE WINDOW
SEO last click
PPC FULL PATH +
CROSS DEVICE
SEO last click
PPC FULL PATH + CROSS DEVICE
+ ROPO
8. @SophieMoulePi Datametrics
Different channels reporting differently
30 day
cookie window
Last click
90 day
cookie window
vs vs
Equal weighting
attribution
Upweighted
first click
Upweighted
last click
vs vs
Just online
single device
Cross device ROPO addedvs vs
12. @SophieMoulePi Datametrics
Reality
“Across a number of aggregated clients we are
seeing currently last click SEO sales being
undervalued by at least 20%. What this means is
that SEO as a channel is contributing to journeys
with 20% more value than last click shows.”
Russell McCarthy
Cubed Attribution
17. @SophieMoulePi Datametrics
SEO gets smarter
SEO last click
PPC last click
SEO FULL PATH with 90 day
COOKIE WINDOW
PPC FULL PATH with 90 day
COOKIE WINDOW
SEO FULL PATH +
CROSS DEVICE
PPC FULL PATH +
CROSS DEVICE
SEO FULL PATH + CROSS DEVICE
+ ROPO
PPC FULL PATH + CROSS DEVICE
+ ROPO
18. @SophieMoulePi Datametrics
Show what SEO drives through other channels
0k 20k 40k 60k 0k 50k 0k 20k 40k 60k 80k
First Interaction Middle Interaction Last Interaction
eCRM
Retention
SEO
PPC Brand
Re-targeting
Display
PPC Generic
Direct
Affiliates
Social
eCRM
Retention
eCRM
Retention
Re-targeting
Display
Re-targeting
Display
PPC Brand PPC Brand
PPC Generic PPC Generic
Direct
Direct
SEO
SEO
Affiliates
Affiliates
Social Social
28. @SophieMoulePi Datametrics
● Make sure your analytics are setup to compare channels
in an aligned way
● Don’t just think about sales - think about profit
● Work in synergy with other disciplines, both within the
marketing function, but also with the wider business
● Inform and dictate from the top, rather than following
pre-made decisions
Key takeaways
29. @SophieMoulePi Datametrics
Create timely marketing
campaigns
Review performance
against demand
Theory
SEO as
business
insight
Swim and beachwear begins to
peak in Jan
Example
There is a market for swim and
beachwear in Jan, no-one seems
to be fulfilling
Do we sell swim and beachwear in Jan?
Maybe we should?
Let’s make a swim and beachwear page
live and optimised in advance of Jan
Let’s run a marketing campaign in Jan
around winter sun
Did we manage to take a good share of
the market for this search demand?
Search trend data
Opportunity
identification
Product gap analysis
Create timely
content