Demystifying SEO & Modern KPI Reporting

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Demystifying SEO
Modern Tactics & KPI Reporting
@Rob on...
Tangents: SEO

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Get Social w/ #DIYDIFM
DIY:DIFM
@diydifm
Follow @DIYDIFM
Excited to speak at #Clarity15
on #SEO #KPI’s & Reporting!
Rob Bertholf
@Rob
Follow @Rob
Excited to kickoff @diydifm’s digital
marketing bootcamp! #DoerMindMeld

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Who has two
thumbs and loves
sharing?

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@Rob
HELLOmy name is

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@Rob’s Geek Cred#IRC Operator
@Zeppo
Original Member
Board of Directors
Software as a Service
Architect / Springboard
CC
PATENT APPLICATION
#US20060294199
Systems &
Methods for a
Standard Web
Platform
Information
Management &
Intranet Architecture
Staff Sergeant
US Air Force
WebOS
Yahoo!
“Site of the Day”
@Rob
WordPress
Plugin Developer
Klout Squad Member
& API Contributor
Wikipedia
Editor
Creative
Commons
Contributor
Laravel
Developer
Basic & Pearl Developer
ASP/Visual Basic
Developer
Search Engine Optimization Expert
#1 Ranked
Bertholf
Ventures Content
Strategist

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Browser
http://www.google.com
Search Engine Optimization Expert
Out of hundreds of thousands of SEO’s
#1
* #3 in Spain ;P
@Rob Bertholf - Search Engine Optimization Expert
https://rob.bertholf.com
Rob Bertholf is a San Diego & Honolulu based
Entrepreneur and Marketer/Technologist Unicorn who
ranks #1 in Google for “Search Engine Optimization Expert”
Search engine optimization - Wikipedia
en.wikipedia.org/wiki/Search_engine_optimization

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@Rob’s Experience

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Brand.
Technical.
Content.
Authority.
Experience.
Community.
Redefining
Acquisition
Marketing

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OSE YOUR OWN ADVENTURE #1
ILLUSTRATED BY @ROB
BY R. BERTHOLF
Special
PNM
Edition
YOU’RE THE STAR OF THE LEARNING!
CHOOSE FROM 6 POSSIBLE TOPICS
CONTENT
CHOOSE YOUR OWN ADVENTURE #1
ILLUSTRATED BY @ROB
BY R. BERTHOLF
Special
PNM
Edition
TECHNICAL
ILLUSTRATED BY @ROB
BY R. BERTHOLF
Special
PNM
Edition
VALIDATION
ILLUSTRATED BY @ROB
BY R. BERTHOLF
Special
PNM
Edition
YOU’RE THE STAR OF THE LEARNING!CHOOSE FROM 6 POSSIBLE TOPICS
KPI ANALYSIS
ILLUSTRATED BY @ROB
BY R. BERTHOLF
Special
PNM
Edition
EXECUTIVES
ILLUSTRATED BY @ROB
BY R. BERTHOLF
E
YOU’RE THE STAR OF THE LEARNIN
SEO TEAMS
Choose your adventure...

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How Search Engines Work
Practical SEO Tips
Importance of SEO
KPI Reporting
Content
Exercise

@Rob Bertholf
100% ORGANIC
Importance of
Organic
Search

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;100% SEO!!! $0 Ad Spend!!!!
100% SEO!
$0 Ad Spend!

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;1128% Revenue increase YoY!!!! $22K in 30 Days!!!!

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;$180k to $580k in 1 year!!!!!
$180k to $580k

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+ decreasing ad spend!!
40%
13%

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Demystifying
the Internet
http://bit.ly/DemystifyInternet

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Google - Browser
Search Engine
Anatomy
Google

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;Organic Search
Paid Search
Ad
Search Ads
Ad

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Browser
What is an organic listing?
Organic search results are listings on search
engine results pages that appear because of
their relevance to the search terms, as
opposed to their being advertisements. In
contrast, non-organic search results may
include pay per click advertising.

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Paid (PPC) vs. Organic (SEO)
Easy to Find
Hard to Find
Money is Being Spent Money Is NOT being spent

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Google - Browser
How does a
search engine
work?
Google

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How does a
Search Engine
FIND my site?

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Search Engines
“Crawl” the Web

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Catalog or “Index”
their Findings

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Query Index for
Search Results
Google

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Google Chrome Browser
cache:http://www.domain.com
This is Google's cache of http://domain.com. It is a snapshot of the page as it
appeared on Feb 24, 2017 19:48:54 GMT.
Full Version Text-Only Version View Source
#PROTIP

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How does a
Search Engine
RANK my site?

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A
3%
D
3.9%
1.6
%
1.6
% 1.6
%
1.6
%
F
3.9%
C
34.3%B
38.4%
1.6
%
E
8.1%
PR(A) = (1-d) + d (PR(T1)/C(T1) + PR(Tn)/C(Tn))

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PageRank is like a
popularity contest.
The more votes the
greater the popularity.

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Links are like
recommendations.

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Friends of Popular
People are Popular

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The SEO Pendulum: Trust
Trust What You Say
(On-Page)
Trust What Others Say
(Off-Page)
Search Engine Trust
2005
2010
2015

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The SEO Tetherball Game
Context
2017 & Beyond
Trust
BehaviorAuthority
Machine
Readability
Search Engine
Experience
Intent

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Machine Learning
IS ALIVE

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Browser
some search phrase
Website 1 - Search Engine Optimized Site
http://domain1.com
This site is designed for search engines to love it!
Website 2 - Search Experience Optimized Site
This site is designed to engage visitors and provide them with value.

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Browser
some search phrase
Website 2 - Search Experience Optimized Site
This site is designed to engage visitors and provide them with value.
Website 1 - Search Engine Optimized Site
This site is designed for search engines to love it!
Factors include: CTR, Bounce Rate, Time on Site, Micro
Interactions, Social Validation/Shares, etc.

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What to know
about SEO...

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Forget what
we know
about SEO
(... most of it anyway)

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How to look
at SEO...

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Think of Search
Engines like a
Hotel Concierge

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If it’s good for Humans,
it’s good for Robots
(or Search Engines)

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Building an
Optimized
Website

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Reliable
Website Host

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Content Management
SystemEdit Page - Chrome
Cat Page
Title
Publish
TextVisual
Meow.
B i u

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Responsive
Website Design

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Attention
to Detail

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Compelling
Content

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Remove the
“Voodoo”
& demystify
SEO reporting

@Rob Bertholf
SEO ROI:
We get the
WHY, not always the
HOW to measure it
$

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Place less emphasis
on factors we cannot
directly control!

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Get results by
focusing efforts
on what we can
directly impact

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Be an organic search
factors storyteller!

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$
$ $
Organic
Search
Revenue
Organic
Ad
Revenue
Product
Costs
SEO Team
Operating
Costs
Organic Search Profit ≈
Ads by Google
Lorem Ipsum
Dolor sit amet, conse ctetur ad
ipiscing tiam lacinia quam et.
http://example.com
Nullam nec porttitor
Interdum tortor vitae nisi egest
as gravid convallis aliquam.
http://example.com

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$
Organic
Search
Orders
Organic
Search
Traffic
Average
Order Value
Google
AOV
Conversion
Rate
Bounce
Rate
Organic Search Revenue
≈

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Impressions Search
Demand
Click Through
Rate
Keyword
Ranking
Organic Search Traffic ≈

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Relevance Trust Performance
Keyword Ranking ≈

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Relevance ≈
Intent
Matching
Keyword
Matching
QDF/
QDD
Device
Friendly

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Performance ≈
Relative
CTR
Return
Rates
Usage
Signals
Stickiness
(Bounce/Pogo)

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Trust ≈
Page
Authority
Link
Signals
Social
Signals
Domain
Security

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Page Authority ≈
Domain
Authority
Internal
Links
Page
Authority
Outbound
Links
Internal Links
*Oversimplified
External Links

@Rob Bertholf
“Chained KPI’s”

@Rob Bertholf
Domain
Authority
PageRank ° Moz Domain/Page Authority ° MozTrust
Indexation
SERP
Performance
Search Demand
Impressions ° Ranking
Click Through Rate
Content
Performance
Landing Page ° Organic Search Traffic
Bounce Rate ° Time on Site
Social Shares ° External & Internal Links
Revenue
Conversion
Performance
Organic eCommerce Revenue
Organic Ad Revenue

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Use Formula to Find
Opportunity
$$$

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Infrastructure KPIs
● Site Uptime
● Response Code %’s
● Time to First Byte (TTFB)
● Time to Interact (TTI)
● Crawl Rate
● Security
○ SSL Certificate (https://)
○ No malware
○ Updated software (Server + CMS)
● Spam
○ Detox (Link Research Tools / Moz)
ConversionPlatform Channel Content

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Architecture KPIs
● % of Broken Links
● # Missing Files/Images
● % with Title & Meta Description
● % Internally Linked Pages

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Opportunity KPIs
● Non-Branded Potential Traffic = (Target Queries - Long Term
Targets) * Search Volume * Avg CTR
● Branded Potential Traffic = Branded Organic Search Traffic /
Branded Search Volume (Branded Terms * Search Volume)

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SERP (Visibility) KPIs
● # Indexed URLs
● Ranking URLs (Mobile & Desktop)
○ # of URLs ranking ≤ 10
○ # of URLs ranking ≤ 3
○ # of URLs ranking = 1
● Avg. Unique Ranking Keywords per URL
● Ranking Trend (By Page Type)
○ Desktop Rankings by Position Group
○ Mobile Rankings by Position Group
● Rank Performance = Unique Keyword Count / Organic Search
Sessions

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SERP (Performance) KPIs
● CTR by Page Type
● % Rewritten Titles
● Rich Snippet Competition = % Queries we have Rich Snippets /
% Queries with Rich Snippets

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Organic Search Traffic KPIs
● Organic Search Contribution = New Organic Search Sessions /
Total New Sessions
● Branded Queries = Branded Organic Search Sessions / Total
Organic Search Sessions

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Referring Sources KPIs
● Bounce Rate
● Avg. Session
● Avg. Page/Session
● Shares & Links Per 1k Visits *
○ Unique Visits / (Shares + Links)
● Return Visitor Ratio Over Time *
○ Total Visitor Sessions / # Returning Visitors

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Conversion
● Event Triggers
● Goal Conversion Rate
○ Requests
○ Newsletter Signup
○ Contact Submissions
● eCommerce
○ Add to Cart Rate
○ Cart/Checkout Abandonment Rate
○ Conversion Rate
○ AOV
$

@Rob Bertholf
Set your baselines
then move that
needle!

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https://google.com/webmasters/tools/
Google Search
Console

@Rob Bertholf
Ideation Through
Research

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@Rob’s Keyword Research Grid
Branded Keywords
(Company Name, Product Names,
Trademarks, Executive Staff)
Offering Keywords
(Generic Product/Service Names/Cause)
Topical Keywords
(Related to but not specific to a
cause/service/product)
Customer/Lifestyle Keywords
(Result of product/service or words
which describe the consumer)

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Brand Product Authority Lifestyle

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Answer these questions:
1. What words would be used to refer to my brand?
2. What words would people use to request my
product or service?
3. If my product/service is the answer, what is the
question?
4. Who would ask the question? What is valuable to
them?

@Rob Bertholf
Brand
“Nike”
Authority LifestyleProduct

@Rob Bertholf
Branded Keywords: Identify
Question: What words would be used to refer to
my brand?
Identify words which could only be associated
with your brand (e.g. trademarks, product names,
executives, etc.). Could be customer service
related or brand reputation mngmt.

@Rob Bertholf
Branded Keywords: Listen
Set keyword alerts for these words in:
● Google Search/Alerts
● Keyword/Hashtag Search
○ socialmention.com
○ search.twitter.com
○ iconosquare.com

@Rob Bertholf
Respond & Reward
Know when your brand is mentioned!
Respond to customer service items, reward
positive word of mouth & advocate mentions.

@Rob Bertholf
Brand
“Nike”
Authority LifestyleProduct
“Running
Shoes”

@Rob Bertholf
Customer acquisition keywords
Question: What words would people use to
request my product or service?

@Rob Bertholf
Research target keyword/phrases
● Write down what you think people would
search for (these will typically be
technical/industry insider terms)
● Ask your friends & customers what they would
type in to find your product/service, write these
down. (Laymen terms)
● Research what words your competitors use

@Rob Bertholf
Prioritize relevant/frequent searched
● Go to AdWords Keyword planner
● Localize to your location
● Learn how often the words are searched

@Rob Bertholf
#PROTIP: Revisit your words!
Learn from web analytic data to determine
which words are most effective.
● Check Organic Keyword Traffic
○ Volume
○ Conversion

@Rob Bertholf
Ensure keywords are in content
Ensure the words are found in your website
content and page titles. If deficient consider
building a page of content to support the
keyword.

@Rob Bertholf
Brand
“Nike”
Authority
“Running”
LifestyleProduct
“Running
Shoes”

@Rob Bertholf
Identify topical keywords/questions
Question: If my offering is the answer, what is the
question?

@Rob Bertholf
Identify relevant content
Identify topics relevant to your product/service:
● Frequent questions in your space
● Provide a solution to solve a problem
● Trending/Relevant Hashtags

@Rob Bertholf
Create & Tag your content
Create topical content which is relevant, timely
and interesting for your customers.
● Blog posts
○ Share them with #hashtags
● Social posts
○ Caption this, fill in the blank, etc.

@Rob Bertholf
Brand
“Nike”
Authority
“Running”
Lifestyle
“Health”
Product
“Running
Shoes”

@Rob Bertholf
Identify: Who would ask the question (from last
step) ...or simply who is your target customer?
What other type of content (relevant to your brand)
would they be interested in?

@Rob Bertholf
Find content that is relevant to your customers.
● News articles
● Blog posts
● Social media posts

@Rob Bertholf
Curate relevant content
Share the curated content relevant to your
customers through your social networks.

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Branded Keywords
● Nike
● Nike Flex
Industry (Product/Service) Keywords
● Running Shoes
● Trail Running Shoes
● Good/Best Running Shoes
● Jogging Shoes
● Running Trainers
Topical Keywords
(# ways to…, # top…, etc.)
● Choosing the right running shoe
● Warm up exercises
● Understanding your foot type
● Running trails at {location}
● Playlists for when running
Customer Keywords
● Health
○ Diets for runners
○ Breathing exercises
● Fitness
○ Workout routines
○ Water bottles on the go
● Lifestyle
○ Clothing / Accessories
○ Playlists
Example: Nike Running Shoe

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Created Value,
Got Authority

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Thank you!
@rob
rob@bertholf.com

Demystifying SEO & Modern KPI Reporting

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