SEO Analysis & KPI Tracking
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Rob Bertholf, an SEO expert and educator, emphasizes the importance of measuring SEO effectiveness and aligning strategies with search engine functionality. The document outlines actionable tasks to enhance organic search performance, focusing on content optimization, user experience, and performance metrics. Bertholf also discusses key performance indicators (KPIs) to track SEO success and highlights the need for organizations to demystify SEO reporting for better decision-making.
SEO Analysis & KPI Tracking
- 1. @Rob Bertholf SEO Analysis & KPI Tracking __ @Rob on...
- 5. @Rob Bertholf @Rob’s Geek Cred @Rob WordPress Plugin Developer <> #IRC Operator @Zeppo Former Board of Directors Information Management Staff Sergeant US Air Force Software as a Service Architect / Growth Hacker CC Creative Commons Contributor Wikipedia Editor PATENT APPLICATION #US20060294199 Systems & Methods for a Standard Web Platform
- 6. @Rob Bertholf Search Engine Optimization Expert Google Search Engine Optimization Expert @Rob Bertholf | Search Engine Optimization Expert rob.bertholf.com Hi, I’m @Rob on Twitter. California guy living in Honolulu, Hawaii the last 10 years. I teach at University of Hawaii’s PNM program and I am passionate about Development, Social Marketing Strategy, Web Analytics & Conversion optimization. Search engine optimization - Wikipedia en.wikipedia.org/wiki/Search_engine_optimization About 22,500,000 Results
- 7. @Rob Bertholf Get Social! #UHPNM Pacific New Media @pacificnewmedia Follow @PacificNewMedia Excited to speak at #Clarity15 on #SEO #KPI’s & Reporting! Rob Bertholf @Rob Follow @Rob Excited to speak at #UHPNM on #SEO & #ContentMarketing!
- 8. @Rob Bertholf Introductions :) HELLOyour name is 1) Name 2) Industry 3) Takeaway
- 10. @Rob Bertholf Executive Leadership gets the WHY, not always the HOW to measure it
- 11. @Rob Bertholf Contribute to a smarter organization. Remove the “Voodoo” & demystify SEO reporting (in 2 steps)
- 12. @Rob Bertholf Think of Search Engines like a Hotel Concierge Step 1:
- 13. @Rob Bertholf Google is a concierge ● Like a concierge, the role of a search engine is to help a visitor find what they are looking for ● The search engine finds the most relevant results with the best visitor experience based on the user's intent ● If Google does not deliver answers we stop using them and their ad revenue dries up ● Our interests are aligned!
- 14. @Rob Bertholf If it’s good for Humans, it’s good for Robots (or Search Engines)
- 15. @Rob Bertholf Place less emphasis on factors we cannot directly control! Step 2:
- 16. @Rob Bertholf Gain ROI by focusing efforts on what we can directly impact
- 17. @Rob Bertholf Visualize Organic Search Factors Domain Authority SERP Performance Content Performance Revenue Conversion Performance
- 18. @Rob Bertholf Be an organic search factors storyteller!
- 19. @Rob Bertholf $ $ $ 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
- 20. @Rob Bertholf Actionable Tasks ● Minimize operating costs ○ Work smart with automation ● Determine appropriate software licenses ● Consider leveraging content for additional revenue streams
- 21. @Rob Bertholf $ Organic Search Orders Organic Search Traffic Average Order Value Google AOV Conversion Rate Bounce Rate Organic Search Revenue ≈
- 22. @Rob Bertholf Actionable Tasks ● Revisit landing page content & formatting ● Clear calls to action / micro-actions ● Increase AOV through upsells & strategic product focus
- 23. @Rob Bertholf Impressions Search Demand Click Through Rate Keyword Ranking Organic Search Traffic ≈
- 24. @Rob Bertholf Actionable Tasks ● Target variety of queries with varying search demand & competition (short & long term targets) ● Improve title & meta description to be more eye catching with call to action
- 25. @Rob Bertholf Relevance Trust Performance Keyword Ranking ≈
- 27. @Rob Bertholf Actionable Tasks ● Ensure keywords are found in content ● Ensure query intent is satisfied (don’t let them leave hungry) ● Ensure site is responsive ● Optimize for multiple content types (images, video, etc.) ● Add & update content frequently
- 29. @Rob Bertholf Actionable Tasks ● Nullify competitive advantage (content & titles) ○ (History) ● Ensure content experience is optimal ● Create compelling content to engage visitors ● Leverage email to bring return visitors
- 31. @Rob Bertholf Actionable Tasks ● Monitor site for malware/hijacking ● Improve site speed & optimize delivery ● Make it easy to share content ● Actively promote/market content ● Attract links from other websites
- 32. @Rob Bertholf Page Authority ≈ Domain Authority Internal Links Page Authority Outbound Links Internal Links *Oversimplified External Links
- 33. @Rob Bertholf Actionable Tasks ● Improve internal linking through the navigation, HTML sitemaps, dynamic link modules and more. ● Grow inbound links through quality content, asset buildout, content marketing and validation tactics.
- 34. @Rob Bertholf via @RandFishkin #MozCon 2015 Keyword Targeting Quality & Uniqueness Crawl/Bot Friendly Snippet Optimization UX / Multi-Device Relative CTR Short vs. Long-Click Content Gap Fulfillment Amplification & Return Rates Task Completion Success Searcher OutputsRanking Inputs
- 35. @Rob Bertholf Use Formula to Find Opportunity $$$
- 36. @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
- 37. @Rob Bertholf Actionable KPI’s (We ARE in control!)
- 38. @Rob Bertholf 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
- 39. @Rob Bertholf Architecture KPIs ● % of Broken Links ● # Missing Files/Images ● % with Title & Meta Description ● % Internally Linked Pages ConversionPlatform Channel Content
- 40. @Rob Bertholf 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) ConversionPlatform Channel Content
- 41. @Rob Bertholf 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 ConversionPlatform Channel Content
- 42. @Rob Bertholf SERP (Performance) KPIs ● CTR by Page Type ● % Rewritten Titles ● Rich Snippet Competition = % Queries we have Rich Snippets / % Queries with Rich Snippets ConversionPlatform Channel Content
- 43. @Rob Bertholf Organic Search Traffic KPIs ● Organic Search Contribution = New Organic Search Sessions / Total New Sessions ● Branded Queries = Branded Organic Search Sessions / Total Organic Search Sessions ConversionPlatform Channel Content
- 44. @Rob Bertholf 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 ConversionPlatform Channel Content
- 45. @Rob Bertholf Conversion ● Event Triggers ● Goal Conversion Rate ○ Requests ○ Newsletter Signup ○ Contact Submissions ● eCommerce ○ Add to Cart Rate ○ Cart/Checkout Abandonment Rate ○ Conversion Rate ○ AOV ConversionPlatform Channel Content $
- 46. @Rob Bertholf Set your baselines then move that needle!
- 47. @Rob Bertholf Pending Slides ● Google Search Console ● Bing Webmasters ● 3rd Party Tools ○ SEMRush ○ AHREFS ○ MOZ
- 51. @Rob Bertholf What were your thoughts? Please tweet: “Just finished #SEO fundamentals course with @Rob. It was _________”