Metrics & Analytics That Matter - Kirill Kronrod, SEO Manager, Adobe
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This document summarizes Kirill Kronrod's presentation on data-driven SEO engagement and metrics. Kirill is the SEO manager at Adobe Systems, where he delivers results including worldwide visits, software trials, units sold, and revenue. The presentation discusses how to use data to drive effective SEO strategy and engagement with stakeholders. It provides examples of metrics and reporting that can be used at different levels, from executive summaries to keyword-level reports, to communicate SEO impact and drive business decisions. Case studies are presented on technical SEO improvements, content strategy, localization optimization, and reducing 404 errors.
Metrics & Analytics That Matter - Kirill Kronrod, SEO Manager, Adobe
- 1. ©2013 | BrightEdge Technologies Analytics that Matter: >>> Metrics that Drive SEO Engagement Kirill Kronrod | SEO Manager, Adobe Systems
- 2. Kirill is an SEO manager at Adobe Systems, driving natural search strategy for Adobe.com Enterprise segment products and technical SEO globally. As part of the Global Demand Generation team, Kirill delivers KPI-driven results including worldwide visits, software trials, units sold, and revenue. Kirill has an extensive experience with Adobe’s SiteCatalyst and Discover platforms. 2
- 3. Metrics that drive SEO 3 § Data-driven SEO engagement § Reporting to communicate impact, drive business decisions § Metrics that drive effective strategy: Search Impact Lifecycle
- 4. SEO Engagement 4 Execs Writers Web Strategy IT Web Production Analytics Global Teams (Loc) Store Teams BU PR & Social Direct Mktg Paid Search SEO Team § Align SEO with stakeholder goals § Work with teams on driving KPIs § Identify opps & execute § Report progress
- 5. Data-Driven SEO Engagement 5 Execs Writers Web Strategy IT Web Production Analytics Global Teams (Loc) Store Teams BU PR & Social Direct Mktg Paid Search SEO Team Rank, Bounce rate, conversion metrics Align on strategy based on data Social activity & SEO KPIs Alignment on KPIs & segments Crawl rate, redirects, errors, malware Impact of content optimization Crawl errors, indexing (XML Sitemaps, Robots.txt), redirects Impact of localization optimization, trends & prioritization Top-level reporting Messaging and keyword-level data Indexing, impact of content & Tech SEO Data sharing, cross-channel optimization, testing
- 6. Reporting Process § Align reports to answer key business questions § Produce case studies and success stories to get buy-in § Deliver actionable recommendations § Start with aggregate data and drill down as needed: Global report > Project reports > Keyword-level reports § Holistic reporting dashboards: SEO as a part of marketing mix
- 7. One-slide Executive Summary § Keep it simple § Report on current trends § Provide context § Identify action items that support SEO projects and indicate timelines
- 8. 8 Project-level SEO Reporting (BU/LOB) § Report on KPIs that drive business decisions § Define reporting format and method of delivery § Make sure reporting translates to actionable recommendations § Forecast impact § Execute and track impact Source: Adobe Discover
- 9. SEO Opportunities 9 Top opportunities: § Content § Page optimization § Linking § Tech SEO § Localization § Social Media Source: MOZ “Ranking factors - 2013” report (http://moz.com/blog/ranking-factors-2013)
- 10. Search Impact Lifecycle 10 Change Analysis POVImplementation Impact New opportunity, i.e. algorithm change, search trends, new tools available Assess, define enhancement options, forecast impact Impact vs difficulty, POV, get buy-in from stakeholders Implement enhancements - Produce case study and communicate - Share via Blogs, at conferences DeployIdentify additional opportunities
- 11. Content Strategy: Aligning with BU § Analyze data and identify opportunities § Define strategy based on data; i.e. Non-branded KWs trends § Focus: Non-branded optimization Trends: Non-branded keywords Source: Google Insights
- 12. Content Strategy: Aligning with BU § Strategy: create content to support optimization of Non-branded KWs § Success metrics / case study: § Rankings, Share of Voice § Growth in Visits (300%), Units (160%) § Total contribution to BU: Visits up from 4% to 44%, Revenue from 3% to 21% § Next steps: identify additional opps Source: Adobe Discover, BrightEdge
- 13. Technical SEO Process § SEO Best Practices presentation for the team § Identify Technical SEO enhancements opportunities § Prioritize: SEO impact vs difficulty of implementation (example below) § Implement enhancements § Measure impact and share case studies with stakeholders
- 14. 14 Tech SEO: HrefLang XML Sitemaps / Geo Targeting Geo targeting challenge: Geo sites outranked by the US or predominant language version sites: § US pages outrank UK, Australian, Canadian and other English language pages in Geo search results § Swiss German and Austrian pages had to compete with German pages This happens for two main reasons: § Global pages have higher authority, more inbound links (very important SEO ranking factors) § Google treats Geo sites as competing duplicate content (assigns lower relevancy or excludes from index) Solution: HrefLang (language/country) annotations to XML Sitemaps Source: BrightEdge
- 15. 15 Tech SEO: HrefLang XML Sitemaps / Geo Targeting Success metrics / case study (pilot UK product pages): § Significant ranking improvement in Google UK (Number of UK pages ranking on Page 1 on Google UK increased from 8 to 113) § Average daily Visits: +720% § Average daily Revenue: +416% Next steps: § Expand based on prioritization Source: Adobe Discover, BrightEdge
- 16. 16 Tech SEO: 404 Errors and Redirects 404 (pages not found) errors impact User Experience and SEO § Identify 404 URLs (SiteCatalyst, GWT) § Identify redirect destination § Request redirects § Success metrics / case study: § 29% decrease in monthly 404 page views § 900 incremental Units sold each month Source: Dummy data (actual data would be from Adobe SiteCatalyst, Google Webmaster Tools)
- 17. Localization SEO Process § Identify localization opportunities § Prioritization based on data (i.e. RPV for top tier countries, Visits trends for emerging markets) § Localize § Measure impact and provide case studies to stakeholders Source: Dummy data (actual data would be from Adobe discover)
- 18. 18 SEO Localization Impact Analysis § Strategy: localize and optimize in Geos based on prioritization § Success metrics / case study: § Increase in rankings in Geo SEs § Growth in Visits, Units, Revenue § Next steps: additional Geo optimization based on data Source: BrightEdge, Adobe Discover (Entry Page report, 18 localized product pages, EMEA)
- 19. 19 Avoid Common Mistakes § Making decisions based on a small data sample § Analyzing too much data (analysis paralysis) § Working with biased data (i.e. seasonal trends)
- 20. Questions 20 Kirill Kronrod SEO Manager, Adobe Systems e-mail: kronrod@adobe.com