Today’s Presenter John Faris, Senior Search Strategist Frequent speaker on SEO, SEM, and integrated marketing Written articles for iMedia, Website Magazine, and Search Engine

Land jfaris@reddoor.biz

About Red Door Interactive

Red Door Interactive Offices in San Diego (Headquarters) and Denver Over 40 full time employees Ranked top 20 SEO firm nationally Full-Service Internet Presence Management Agency

About Red Door Interactive

Internet Presence Management

About Red Door Interactive

SEO & ANALYTICS – CREATING A MODEL FOR ROI

July 21, 2009

Guest Speaker from Red Door InteractiveJohn Faris, Senior Search Strategist

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Introduction Getting actionable data from

your ranking reports Leveraging competitive ranking

reports Isolating SEO traffic &

conversions with analytics Creating an ROI model for your

SEO program

SEO & Analytics

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Actionable Ranking Reports Tools: Advanced Web Rankings Set a benchmark and track rankings over time Track all pages ranking for each keyword

Target indented listings

Identify keywords not in top 50 Focus on top 20 for biggest traffic gains

SEO & Analytics

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Competitive Analysis Tools: Advanced Web Rankings, comScore

Marketer, Advanced Link Manager, SEO for Firefox, SEOmoz Pro Tools

Categorize keywords by theme/topic Identify several perceived competitor

sites Identify several informational sites

dominating vertical SERPs Analyze visibility of sites by theme Analyze content strategies and link

profiles of top sites

SEO & Analytics

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Isolating SEO Traffic/Conversions Tools: HBX/Hitbox, SiteCatalyst, Google Analytics Segment search traffic Segment organic traffic vs. paid search Segment brand vs. non-brand searches Having this data will be useful in:

Developing an ROI model Understanding impact of branding Testing paid search cannibalization/lift

SEO & Analytics

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Isolating SEO Metrics – GA Advanced Segmentation is still in Beta and the results are

typically based on sampled data

SEO & Analytics

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Isolating SEO Metrics – GA Create a new advanced segment

SEO & Analytics

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Isolating SEO Metrics – GA Specify Segmentation

SEO & Analytics

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Isolating SEO Metrics – GA Specify Segmentation

SEO & Analytics

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Isolating SEO Metrics – GA Alternate GA Segmentation (more accurate for highly visited sites) Ecommerce (Left Nav)> Revenue Analysis > Non Paid Keywords

Filter Keyword: Excluding > Brand|Barnd|Product|Prdouct Separate keywords using “pipe” (|) and don’t add any spaces

SEO & Analytics

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Isolating SEO Metrics - HBX With HBX, you can view organic traffic without setting up a

segment, but you won’t see conversions Set-up segments for various search traffic types

Paid brand searches

Paid non-brand searches

Organic brand searches

Organic non-brand searches

SEO & Analytics

Site Tools and Reporting > Administration > Active Segmentation > Create Segment

Segment > Non-brand Organic Traffic > Visits (for SEO traffic) Commerce > Top Line Report > Sales Activity (for SEO

conversions)

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Isolating SEO Metrics - HBX

SEO & Analytics

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Isolating SEO Metrics - SiteCatalyst Traffic Sources > Search Keywords - Natural Add Metrics > Searches and 1-3 Key Conversions (varies) Filter Options > If All Criteria Are Met > Does Not Contain >

Brand keyword Use * for wildcards

Use “OR” to include multiple terms

Refine based on results Account for misspellings, product names, executive names, etc…

SEO & Analytics

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SEO ROI Modeling True value of SEO is reflected by more than just online sales Seems straightforward for pure-play ecommerce sites

Softer conversion metrics have value too!

Consider Lifetime Customer Value or Net Present Value

More challenging for B2B and brick and mortar retailers Track offline conversions with CRM integration or behavioral targeting

(unique coupons codes or unique phone numbers)

Back-out the value of leads (lead conversion rate X average sale profit)

Agency fees and/or in-house salaries are only part of the investment cost

SEO & Analytics

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SEO ROI Modeling

SEO & Analytics

Total Profit - Total InvestmentTotal Investment

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Questions

SEO & Analytics

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Don’t Miss Our Next Webinar! Shopping Cart Optimization - Presented by Charles

Wiedenhoft, Director of Business Planning & Optimization Tuesday, August 25 http://reddoorbuzz.com/20twenty/

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SEO & Analytics