measuring seo efforts at #smxlmilan & #emetricsmi

#measuringseo at #SMXLmilan by @aleyda from @orainti

MEASURING SEO EFFORTS


CIAO MILANO



I’M ALEYDA SOLIS

ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/

I Do SEO I PublishI Share

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http://@ALEYDA

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I’M ALEYDA SOLIS


#measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti

What’s the goal of measuring SEO?


It’s not about tracking rankings


Or organic search traffic


Or even the conversions


It’s about the ROI



Number of conversions

ROI by number

of conversionsSEO process=

Average conversion value*( )

- SEO process[ ]

Let’s calculate it


bit.ly/seoroicalculator

Or use the SEO ROI calculator

http://bit.ly/seoroicalculator


That will allow to make (business) decisions


Is it ROI Positive?

YES NO

Identify what’s working well, allocate

more resources & expand

Identify what’s not working well & change


But to identify these it’s key to monitor both the SEO process & its results

THE PROCESS THE RESULTS


THE PROCESS THE RESULTS

Resources&costs

Outcomeareas

But to identify these it’s key to monitor both the SEO process & its results


HOW TO MONITOR THE SEO PROCESS?


To identify the effectiveness & investment around SEO execution


CRAWLABILITY

INDEXABILITY

RELEVANCE

BACKLINKING

INVESTMENT


It’s about setting an SEO process management system to answer these


WHAT WHY WHERE WHO WHEN


That SEOs & shareholders can use to coordinate & track performance



Recommendations Importance Status Area Priority Resource Person Date

Start canonicalizing and index color facets

High LowListings & product

pages1 Development Maria 1/9/2016

Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2016

Add more content to listings w/ less than 5 products by featuring related

onesMedium Medium

2nd level sub-categories

3Development &

ContentMatt & Maria

3/9/2016


As well as to identify gaps between the executed actions & allocated resources



Recommendations Importance Status Area Priority Resource Person Date

Start canonicalizing and index color facets

High LowListings & product

pages1 Development Maria 1/9/2016

Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2016

Add more content to listings w/ less than 5 products by featuring related

onesMedium Medium

2nd level sub-categories

3Development &

ContentMatt & Maria

3/9/2016


To monitor the issues during the execution


CRAWLABILITY

INDEXABILITY

RELEVANCE

BACKLINKING

VISIBILITY TRAFFIC CONVERSIONS

ROI

INVESTMENT


That can later have an impact in the SEO Process results


CRAWLABILITY

INDEXABILITY

RELEVANCE

BACKLINKING


ROI

INVESTMENT


allowing to reallocate resources & priorities accordingly to overcome them


CRAWLABILITY

INDEXABILITY

RELEVANCE

BACKLINKING


ROI

INVESTMENT


PM systems like Jira can help you to automate this



Once you’re tracking your efforts it’s time to monitor the SEO activities KPIs


CRAWLABILITY

INDEXABILITY

RELEVANCE

BACKLINKING

INVESTMENT


Although you can obtain the Crawlability with the Search Console



As well as your site index status, it lacks granularity for decision making



You need to validate them with your own logs


Screaming Frog Log Analyser & Botify

http://onpage.org


Setting a pro-active monitoring system that alerts you of issues


onpage.org

http://onpage.org


Setting your own crawls not only for crawling but indexation behavior


OnPage.org & Botify

http://onpage.org


To identify this type of crawlability vs. indexability issues



But content quality and patterns towards relevance as well



Having a “real time” link monitoring system is a must


CognitiveSEO


As well as to give it context vs. your competition too



Now you’re monitoring your SEO process activities & efforts


CRAWLABILITY

INDEXABILITY

RELEVANCE

BACKLINKING


ROI

INVESTMENT


HOW TO MONITOR THE SEO RESULTS?


It’s about tracking your visibility, traffic & conversions


CRAWLABILITY

INDEXABILITY

RELEVANCE

BACKLINKING


ROI

INVESTMENT


Your Site

Technical Configuration CRAWLABILITY & INDEXABILITY

Content RELEVANCE

Links POPULARITY

Current Your Visibility, Traffic, Conversions & ROI

Audience Search Behavior

Your Competition Visibility &

Traffic

Within the content of your competition & audience behavior…


… as well as other channels

S

Product Branding

Usability

Content

Design

Development

Paid Search

SocialEmail

SEO Affiliates

Referrals


You can obtain your basic visibility from the Search Console again


But it’s only for the top 1,000 queries, 90 days & data is tricky to go through


You can use tools like URLprofiler to match the queries & URLs

URLProfiler


And of course, the are many third-parties rank trackers without these restrictions

Accuranker

Wincher

SERPwoo

SEMRush

AdvancedWeb

Rankings


Then w/ GA monitor organic traffic, user behavior & conversions per pages & areas


As well as the role of organic search in multi-channel conversion paths


But you can also match these to get rankings impact over traffic, conversions & revenue

SEOmonitor


Giving you rankings for keywords, pages & areas per device & location


Along the queries search volume & CPC to prioritize based on their impact


And traffic, conversions & revenue using Google Analytics data integration


You can see the queries moving the needle in rankings vs. traffic vs. revenue per device


Allowing also to see specific queries or pages to verify their KPIs over time


While showing at the same time context for these vs. your competition


Giving you the possibility to answer many decision making questions for a positive ROI

Whichhaveahighsearch

volumebutlowrankinginmobile?

Whichhaveahighrevenue

butlowrankings?

Whichhavethebest

rankingsbutlow

conversions?

Whicharenotrankingwiththerelevantpageand

havelowconversions?

Forwhichhigh

searchvolumequeriesyourcompetitionisoutranking

you?


Like this you can monitor & recommend to improve the SEO Process towards ROI

VISIBILITY TRAFFIC CONVERSIONSROI

BACKLINKING

RELEVANCE

INDEXABILITY

CRAWLABILITY

INVESTMENT


And help SEO achieve this type of results with a highly profitable ROI


GRAZIE! QUESTIONS?


measuring seo efforts at #smxlmilan & #emetricsmi

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