rockaway academy #0 – seo with matthäus michalik (akm3)

Workshop: Introduction of SEO for Rockaway

Prague – 2nd April, 2015

Matthäus Michalik has over 6 years of business experience in online marketing

• Working for AKM3 for 3,5 years

• Senior SEO Consultant

• Ex-teamlead linkmarketinginternational

• Key account management

• Technical and strategic search engine optimization

• App store optimization

• Previous positions:

• Hitmeister – Online market place

• SoQuero – Performance agency from Franfurt

• Speaker on national and international conferences

Workshop: Introduction of SEO for Rockaway 2

AKM3 Consists of 130+ International Employees with a lot of Online Marketing Experience

Founded: 2009

Clients: from startups to big firms and corporate enterprises

Approach: Internationality, Sustainability, Transparency

Member of Publicis/Performicssince 2014


We are not „only“ a search and content marketing agency but also a cigar retailer

• Strategic approach choosing the product to be sold

• Own financing – ROI oriented

• Two brands: Noblego and Cigarmaxx

• Complementing magazine: zigarren.org

• Preview: niche shops


Agenda

• Classification of SEO in the online marketing mix

• Strategic questions in SEO

• Classification of onpage factors

• Onpage factors

• Classification of offpage factors

• SEO-KPIs


Classification of SEO in the Online Marketing Mix

• SEO vs. other (online) marketingchannels

• SEO as online marketing channel


Online Marketing: Channels and orthogonal disciplines

Website of the advertiser

Online Marketing

Online marketing channels for acquisition of clients: SEO, SEA, Display, SMA, Affiliate,

PSM, …

Orthogonal online marketing disciplines: CRM (eMail and SMO), CRO, Web analysis,

Business Intelligence

„Working with clients on the website“

„Winning website visitors as potential

clients“


Integration of Channels – SEO has a Special Standing

On theadvertising platform CPX

With the advertiser TKP

Shared PPC

SEAPSM

AffiliateWhite-label

SMA

eMail Display

Perform.Display

RatherLow

Rather High

“Risk” of advertising

Wastage


Applicability of the Marketing Channels

Applicability of the channel

With few business models With many business models

SEAPSM AffiliateWhite-label

eMail SEO

SMADisplay

Performance Display


Features of Marketing Channels vs. SEO

Not so good Very good

Other online

marketingSEO

Transparency of effect

Sustainably managed marketing investments

Traffic ratio in relation to company size

Proximity of time between measure & effect

Cost-Benefit (=Traffic) development

Features

OM channels


1. Brand starts communication

2. Success: Client responds

2. Success: Brands respond

1. Client searches

Classic Brand Communication

Communication in the pull channel search

Classic Brand Communication vs. Communication with Search: Common „misunderstandings“

Potential critical issues

• Brand is not visible everywhere

• Brand induces expensive searches, but cannot be found

• Visible, but ranks badly

• Visible, but unlikely to be clicked, because of bad Titles & Descriptions

• Visible, but with wrong landing page


Search Marketing: The Full Power of Pull!

• Unique chance to communicate with litte wastage

• Classic brand communication indicates searches – but who isgetting the leads?

• Communication rules come from user and search engine and not from brand

• Budgeting: Brand communication: Top-down and campaignbased search: Bottom-up and demand oriented


Differences between SEA and SEO

SEOSearch EngineOptimization

SEASearch Engine

Advertising


SEA key facts

SEA

• Format: Text links based on search requests (Keywords)

• Advantage: high outreach, full control (freely scalable), fast!

• Challenge: dominance of Google, direct-competitive pricing

• Billing: CPC

Key success factors SEA

• Keyword research

• Account structures

• Quality score

• Testing

• Optimization


SEO key facts

SEO

• Format: Text links in the “organic area”

• Advantage: (seemingly) free, different cost-benefit development

• Challenge: complex!, Google does not want to be manipulated, latency

• Billing: hardly any variable costs

• Market: DIY Tools, agencies, advisors ...

Key success factors SEO

• This workshop!


SEO has many disadvantages

• Google‘s Algorithm = unknown + keeps changing

• Competitive environment? Successdeterministically impossible withouttouching the limits (not legally) defined byGoogle – danger of„penalties“

• Latency & no transparency of effect

• Very high complexity with longtail-topics andexperience rare

• Internationalisation difficult

• Big companies sometimes have little traffic


Advantages of SEO: „Few but WOW!“

• By far the cheapest channel –can be as cheap and abundant, so that even other channels maybe cross-subsidised

• By far the most sustainablechannel

• Potential for differentiation


Influence Factors for Ranking Development

Development ofsearch engines

Own SEO effortsSEO of

competitors


There are many reasons for the plurality of searchengine results

Reasons for the pluralityof search engine results

Through web offers Through Google

• New competitors• SEO progress of

existing competitors• SEO mistakes made

by competitors

• Updates• Pentalties• Experiments• New kinds of search

results/ presentations• Google Suggest

Through Searchers

• Search as one ofmany succeedingsearch steps

• Place• Gadget• Search history


Before we approach SEO

We must understand the user!!


The AIDA Model

Ph

ases

be

fore

the

de

cision

tob

uy

Action

Desire

Interest

Attention

Conversion losses: People who do not reach the phase afterwards


Search types in the AIDA Model

Searchtypes

Informational searches Transactional searches

Navigational searches

Attention Interest Desire ActionBuyingprocess


Goals of the AIDA Model


Goals

Image & Branding

Traffic & Impressions

Conversions

Creating Demand

Covering DemandDemand

Search types




SEO is applicable in the entire AIDA Model


Creating demand

Covering demandDemand

Goals

Image & Branding


Conversions

ChannelsSEA / PSM

SEO

Affiliate / Perform. Display / SMA

Display / eMail


Agenda

1. Classification of SEO in the online marketing mix

2. Strategic questions in SEO

3. Classification of onpage factors

4. Onpage factors

5. Classification of offpage factors

6. SEO KPIs


Strategic questions in SEO

• Classification

• Make-or-Buy andstakeholders

• Keyword strategy


6 types of SEOs can be distinguished as their tasks differ significantly

How big is the team?

small

medium to large

Optimisation – for what?

Websites of the employer

Own Websites Websites of the client


Classification of SEO disciplines

SEO

Onpage

Offpage

“Strategic”

Content

Links

Social Signals

Keywords

Informationstructures

Technology

Semantics

KPIs / Reporting

Process-oriented

Project-oriented


Relevance of different SEO areas for different business models

• Types of business models on the internet

• Reach-oriented, e.g. Bild.de or Welt.de

Often rich in Content & Links, but info structures (and keywords) are a challenge

• Transaction-oriented, e.g. Zalando.de or Noblego.de

Content and Links are biggest challenge

• Subscription, e.g. eDarling.de

from SEO perspective similar to transaction-oriented businessmodels


B2B vs B2C

• Often smaller target group

• Target group basically knows itsdemand

• Target group can be adressed via informational content and brandpresentation

• Impulse buying unlikely, longdecision-making process

• Search and buy behaviourdepends on product

• Broad target group

• Impulse buying more likely

B2B - Website B2C - Website


Revenue

Biggestloss

BreakevenPoint I

Biggestprofit

BreakevenPoint II

Effort

Profit

Revenue

Costs

Marginal costs

Overheads

Overheads

The Pareto-Principle is also applicable in SEO – overoptimising is inefficient!


What to consider when cooperating?

Cooperation between inhouseSEO team and agency

Company-basedcritieria

SEO-based critieria

• Company size• Lifecycle• Budget• Internal focus

• Offpage vs. Onpage• Unique vs. continual• Processes in SEO


Stakeholders in SEO

Stakeholders

• Management

• Marketing

• Technique

• Editorial

• Distribution / Purchase

• Product management

Challenges

• Minimisation of barriersat implementation

• Implementation via SEO and management

• Marginal costs / opportunity costs ofoptimisation


Criteria when distinguishing keywords

Keyword types

Defend & Conquerkeywords

Informational, transactional and

navigational keywords

Shorthead, mid andlongtail keywods


The keyword set consists of defend and conquerkeywords

Defend Conquer

Type of KW

Availability

Goal

Example

NavigationalInformationalTransactional

Rather simple Rather difficult

Securing brandequity

Winning newvisitors

Slogans, brands & own products

Generic keywords

Necessity Compulsory Freestyle


How it should not be


And should neither be


And neither like this


Shorthead and Longtail

28%

33%

20%

10%

5% 5%

0%

5%

10%

15%

20%

25%

30%

35%

1 Keyword 2 Keywords 3 Keywords 4 Keywords 5 Keywords Mehr als 5Keywords

Number of keywords per search query

More than5 Keywords


Search behaviour depends on business model

Sear

ch v

olu

me

per

key

wo

rd

Number of keywordsPublishing website

with much user-generated content

e.g. forums or smallads -> extremely

longtail

Online shop ortravel portal„Centre“ very

strongly markedand attractive


Informational, transactional and navigational searchqueries

• Navigational Keywords (33%) – Defend keywords– Typical searches: Brand Embassy, Brand Embassy Tool

– The user specifically searches for a page and expects only one matching result

• Informational Keywords (33%) – Conquer keywords– Typical searches: „How to satisfy Customers on Facebook“; „What is

social customer care“

– User expects a response to the query

• Transactional Keywords (33%) – Conquer keywords – Typical Searches: “Social Customer Care Tool"; “Social Media

Management Tool"

– Very specific searches, users intend to carry out a specific action


Informational, transactional and navigational searchqueries

Transactional

Informational Navigational

Transactional + Navigational„Sign up Brand Embassy“

Transactional + informational„Which Social Customer Care ist the best?“

Navigational + Informational„Social Customer Care Software“

Possibly a confused searcher!


The Keyword Strategy

• Long term definition of chance and potential

• Examination of own product or service

• Long term orientation in search marketing

• Can be changed, but the „cornerstones“ of the keyword strategy have tobe determined in the strategic planning phase

• Should be repeated within the project phases


Process towards the keyword strategy

Status Quo Analysis

Keyword Research•Brainstorming• Keyword

Planner•Google

Suggest• Synonyms• Competitor

analysis

Data collection• Search volume• Conversion

proximity• Competition• No

misunderstandings

• Currentpositions

Fixing keywordprioritisation

Keyword Strategy

Keyword Mapping

Keyword based URL basedNumber ofkeywords


Factors for keyword selection

Factors for keywordselection

Provider-based and targetgroup-based factors

Competitor-based factors

• Different uses of language• Current rankings• Affiliation of the keyword to

specific phase of action• Existence of contents /

respective effort to create it• Transactional vs.

informational vs. navigational

• Type of intended transaction• Budget & time span

• Quality of SEO strategiesof competing websites

• Keyword strategy ofcompeting websites

• Competition throughGoogle e.g. via AdWords, Universal Search orKnowledge Graph


Where do users click in the SERPs?

18.20%

10.05%

7.22%

4.81%

3.09%2.78%

1.88%1.75%

1.52%

1.04%

0,00%

2,00%

4,00%

6,00%

8,00%

10,00%

12,00%

14,00%

16,00%

18,00%

20,00%

1 2 3 4 5 6 7 8 9 10

Click rate (CTR) depending on SERP position


Example keyword research phase: data collection / analysis of potential


Search volume data from the Google Keyword tool isreliable (customer exhamlpe)

Keyword Suchvolumen KT Suchvolumen SEA

keyword2 27100 21182 78,16%

keyword3 27100 22610 83,43%

keyword4 14800 11268 76,14%

keyword5 14800 15457 104,44%

keyword6 12100 12722 105,14%

keyword7 9900 9427 95,22%

keyword8 6600 5285 80,08%

keyword9 6600 2266 34,33%

keyword10 6600 7679 116,35%

keyword11 6600 6174 93,55%

keyword12 5400 6904 127,85%

keyword13 4400 4217 95,84%

keyword14 4400 3879 88,16%

keyword15 4400 4339 98,61%

keyword16 4400 1459 33,16%

keyword17 2900 2484 85,66%

keyword18 2900 2741 94,52%

keyword19 2400 1101 45,88%

keyword20 2400 2544 106,00%

keyword21 2400 3248 135,33%

keyword22 2400 2181 90,88%

keyword23 2400 3255 135,63%

keyword24 2400 1535 63,96%

keyword25 2400 161 6,71%


Agenda




4. Onpage factors


6. SEO KPIs


Classification of onpage factors

• Introduction of factors

• Requirements

• Frequency of optimisation


Classification of SEO disciplines

SEO

Onpage

Offpage

“Strategic”

Content

Links

Social Signals

Keywords

Informationstructures

Technology

Semantics

KPIs / Reporting

Process-oriented

Project-oriented


SEO Effort and costs over time

Effort / costs

Strategy

Tech.

Content

Offpage

Time


SEO Workflow and their focus areas

Keyword potentials &

Strategy

Technical & content

optimisation

Creation ofContent &

Landing pages

Link & Content Marketing

KPI – Reporting and Project management

• Keyword strategy• Determination of

potentials• Traffic prognosis

• Foundation of all measures

• Interlocking ofOn and Offpage

• Scaling• Process optimisation• Inhouse or agency

• Other contentsnecessary

• Inhouse oragency


SEO take place on three different levels – each level has to be optimized within itself as well as in an integrated way

Domain level, e.g. robots.txt

Template level, e.g. all category pages

Single page level, e.g. manual internal in content links


Requirements

SEO Content Technical SEO Organisational requirements

• Speaking URLs• Snippet Optimisation• Text Upload• Multimedia elements• Internal links• Headlines

• Insertion of SEO tags• Redirects• Canonical• URL Canonisation• Solution for non-existent

sites• Sitemap• Parameter

• Technical Resources• Budget• Time of implementation


Frequency of factor optimisation

Technical optimisation

Content optimisation

Keyword research

Creation of content

Site structure

Rare optimisationContinuous optimisation


Agenda




4. Onpage factors


6. SEO KPIs


Since the 2011 quality initiative by Google in several significant updates

Panda (Content)

2011

Penguin

(Links)

2012/2013

Hummingbird

(KnowledgeGraph)

2013


MOZ ranking factors case study 2013

Source: http://moz.com/search-ranking-factors


Searchmetrics ranking factors case study 2014

Source: http://www.searchmetrics.com/en/knowledge-base/ranking-factors/


SEO: Main onpage ranking factors

Over 200 different ranking factors influence the ranking of a page:

• 1. Technical aspects: Informational Structure, Internal Linking, Indexing Management, Page Speed

• 2. Keywords: Know your target group and know your keywords

• 3. Content: Provide the best content you can

• 4. Links: Quantity and quality of the backlink profile


Areas of influence within onpage optimisation

Site structure: Single URL

Information architecture: Relation between different URLs

Crawling and indexmanagement: Control of the entire domain

Site architecture: Structure of thewebsite


Onpage Factors

1. Crawling

2. Indexing

3. Site architecture

4. Content

5. Snippet optimisation

Technical SEO Workshop


Requirements for SEO

Requirements for efficient and good SEO rankings

Crawling Indexing Ranking


Crawling & indexing

Crawling:

• Relevant (attention: not only ranking relevant) pages should be linkedinternally

• A clear emphasis is necessary

Indexing:

• Only pages which are relevant for the user should be indexed

• Make sure that only unique pages are indexed


The index onion

Longtail pagesmight have to block pages via robots.txt in order to focuscrawling

Noindex! Important for internal links but not for the SERPs

SEO-“valuable” content/ number of pages

Noindex + Canonical: in case the pagetype attractsnatural links


Pages are relevant either for the visitor of the page, orfor SEO, or for both

Pages importantfor user but not for SEO Noindex User SEO

Pages, additionallygenerated forSEO purposesMust bevaluable for usertoo and shouldbe internallylinked well with„user pages“

Long tail: Can be used for SEO, too. Often as secondstep. Initially perhaps: NOindex

Short head: the easiest optimisation


Onpage factors – site architecture

• It is easier for Google to crawl cleanly structured pages:

• Definition of site types

• Clear hierarchy of site types

• The internal and external link power can be distributed more effectively

• Firstly, all existing page types should be defined/categorised, e.g.:

• Homepage

• Category pages

• Product pages

• Blog Posts


InternalLink

In SEO three different kinds of links can be distinguished: Focus here Internal links

ExternalinboundLink

Link to(Linktarget)

Link from (Linksource)

Own Website Other Website

OwnWebsite

OtherWebsite

ExternaloutboundLink


Site architecture – the structure of the site is decisive

The ideal site architecture:

IdealTop-down-linking


Homepage

A

B

D

C

Homepage

A B DC

Deep vs. plane page architecure

Benefits:• No long click-paths• Crawling• Indexing• Link flow


Different types of keywords and search queries


Goals

Image & Branding


Conversions

Creating Demand

Covering DemandDemand

Search types




Google Hummingbird update – September 2013

• Biggest Update since 2010

• Influenced 90% of all searches

• Google understands questions and tries to answer them directly

• Google can recognize and process synonyms

• Introduction of knowledge graph


Google answers directly to specific questions


Google understands synonyms

Query: Internetseite erstellen Query: Homepage erstellen


Onpage factors - Content Creation

• The most important pages should be filled with content

• The content length must always depend upon the competition

• No over optimisation – write for the user, not for the search engine

• Keyword variation

• No hidden text or folding text

• Interactive elements such as video, images, lists


Content Editing

Uniqueness

Relevance

Pure ContentRevaluationof Content

Embedding of Content


Text Content

Quantity

User friendliness

PureContent

Expression/Variety

Keyword


Revaluation of Content

HTML-Tags

Images

Revaluation

InternalLinks

Videos


Use of keywords within the content

• Keywords in the content – Use keywords and keyword combinations in the text – Use keywords in the headlines

• Keywords in pictures – The ALT attribute of images should contain the keyword or

a keyword combination – The images are "keyword.gif" or named "keyword.jpg"


"The perfect SEO page"


83Workshop: Introduction of SEO for Rockaway

h1- headline

Keyword optimized content

HTML elements for SEO

• <p> - Paragraph

• <h1> - Headline

• <h2> - Subheadline

• Lists:

– <ul> unordered list

– <ol> ordered list

– <li> - list item

• <b> - bold

• <i> - italic

• <table> - Table


Multimedia elements for SEO

• Images, Graphics

– File name

– ALT-Tag

– Image Title

• Videos

– Video Markup


Titles & Descriptions are an important factor in gaininga good CTR within the SERPs

The snippet consists of three elements: • The title, which is shown in blue (title) • The URL that is displayed in green • The description text (meta description)


Optimizing Titles & Descriptions

• Optimization of Titles:

– The titles must be unique

– The most important optimizing keyword combination / the most important keyword should be placed at the beginning of the title

– The titles should be short and descriptive

• Optimization of Meta Description:

– The meta description must be unique

– Within the description the most important keyword combinations should be used, so that they are highlighted in bold in the SERPs. Therefore the relevance of the keyword is pointed out (CTR optimization)

– The most important keyword combinations should be placed at the beginning


Summary Rich-Snippets

• Summary:

– Enrich the Snippets and have been introduced in 2009

– Are shown at Google, Yahoo and Bing

– Use of micro formats (also in WMTs) possible

– Penalty for false terms

– Authorship only when logged in

• Google guidlines:

– Google decides

– Varies according to queries

– Deliver as many information as possible


Schema.org – Structured data markup

Schema.org helps search engines to understand information and content better.

Examples:

– standalone Restaurant with a menu

– store with holiday opening hours

– pharmacy with opening hours and a contact phone number


Schema.org – Structured data markup


Snippets: Good Examples


Snippets: Bad Example


Google Panda algorithm updates

• First Iteration: 11.04.2011 (DE)

• Last update iteration: Friday, 26.09. –Panda 4.1

• Focus:

– Duplicate content

– Poor/Thin content

– Bad user metrics:

• Bounce rate

• Average time on site

• Page impressions

– Too much advertising on page

• Panda victims:

– address directories, price comparisons, content farms, thin affiliates


It’s about Authority rather than Absolute Accuracy

• When Google started: Not enough content Finding Phase

• Later: Highly accurate content is better Better basis for thin afilliates and content farms

• Post-Panda: Authority more important than precise “technically crafted” / target group specific content


Core Point: Do User Metrics Better

Important:

• CTR in SERPs

• Bounce Rates

• Average time spent on page

Focus on user & design

• Metrics are always relative to competitors in the SERPs. Not absolute.

• Google’s logic must be based on metrics that are accessible to any web page – thus they become valid parameters


Correlation vs. Causality

• It’s not about “likes”, “+1s” and “Tweets”

• It’s not about the discrimination of webmasters who make extensive use of AdSense or other ads It degrades the above mentioned user metrics

• “Trust-ability” of a website is not measurable affects the above mentioned metrics


It Needs User oriented Standards

• Improve readability

• Content on the upper two thirds of a website should be user oriented

• Navigation and internal links should be “appealing to click”

• Framed advertising is not readable content


It Takes Technical Standards

Variations within the HTML!

• Not always 200 words from a cheap copywriter + H1 + H2

• A major investment in

• a) Better designations +

• b) Stronger multimedia content Trends!

• “longtail” pages: Content on multiple domains / Subdomains

• Unclear: De-indexing of pages without organic traffic


Agenda




4. Onpage factors


6. SEO-KPIs


InternalLink

In SEO three different kinds of links can be distinguished: Focus here External inbound links

ExternalinboundLink

Link to(Linktarget)

Link from (Linksource)

Own Website Other Website

OwnWebsite

OtherWebsite

ExternaloutboundLink


Links can be evaluated from several perspectives regarding lot of different characteristics

Elements of link evaluation

Characteristics of the domain

Characteristics of the link

Characteristics of the URL including

the link

• Domain popularity

• Trust• Content volume• Content

development

Example• Number of other

external links• Internal linking of

the URL within the domain

• Traffic of the URL

• Anchor text• Linktarget• Positioning, e.g.

footer vs. above the fold

• Title-attribute

Perspective


Integration of multimedia content

Integration of expert comments

Interviews with management

Etc.

Google Update „Penguin“

Linkbuildingbefore 2012

Penguin 1.0

April 2012

Penguin 2.0

Mai 2013

Penguin 3.0

Q4 2014

InContent LinksArticle directoriesSocial BookmarksForumsCommentsBlogrollFooterlinksLinks in iFramesQ&A SitesPress directoriesGuest articlesAdvertorials

Incontent LinksForumsQ&A Sites

Online PR – Link integration


Misbehavior in link marketing can lead to penalties

Offpage-Penalty

Manual Action Algorithmic Penalty /Penguin

• „blue“ letters in the WMTs• Temporary penalties• Recon possible

• Irregular iteration• Identification often difficult


Content Marketing: SEO, PR and Marketing are becoming one

SEO

Onpage

Offpage

Strategy /technology

Content

Links

Social Signals

Content Marketing


Content marketing is an integral part of SEO

Domain quality

Text quality

Link integration

Offpage-SEO

Brand SEO-Factor

PR

User expectations

Branding

Content optimization

Content quality

User experience

Onpage-SEO

Social Signals

Viral campaigns

Branding /Seeding

Social

Convergence of channels

Content Marketing as a link between the disciplines


A high-quality content marketing campaign extends over several phases

• Collect and evaluate ideas

• Ideas transferable to other countries

• The production may happen via an external service provider or with the help of an in-house team

Production

• An essential part of the content marketing campaign

• The phase with the largest expense & investment

Seeding

• Includes all the objectives defined

• Traffic, Social signal backlinks

ReportingIdea Generation


Agenda




4. Onpage factors


6. SEO-KPIs


KPIs

• Integration

• Business KPIs

• Onpage KPIs

• Offpage KPIs


What to consider before using KPI-Models?

• Cycles of data collection

• Point in time vs. Course of time -observation

• Abstraction forms in relation tohierarchy

• Consideration of extraordinaryevents, e.g. Relaunch


Reporting und Monitoring from SEO-KPIs enables fast response and control

Monitoring Functions:

• Status

• Control

• Development

• Comparison

• Management

SEO KPI Types

• Performance KPIs

• Onpage KPIs

• Offpage KPIs

• Ranking KPIs

• Link reporting & monitoring

ControllingO

np

age

Co

mp

etit

or

Off

pag

e

Ran

kin

gs

Fast response to changes


• Distinction between brand and non-brand searches

• Brand-terms: consideration of spillover effects through marketing activities

• Number of impressions (= range) measurable by GWT

• Basis: Number of visitors won by SEO measures

• Examples: Conversion rate, sales per visitor, aggregated sales per page type

Business KPIs


Visibility & Rankings

• Use of tools necessary

• Recommendation for ranking monitoring: SaaS instead of desktop tools due to many requests to Google

• track rankings at least for those keywords which are defined by the kw strategy

• Calculation of aggregated average rankings or ranking changes e.g. Top 100


Visibility indicies are solid proxy for overall SEO success: „the modern SEO uber KPI“

The visibility index is higher when:

• You are ranking for more keywords

• You are ranking for keywords with higher search volume

• You are ranking on top positions for keywords

• (You are ranking for generic terms (instead of navigational) -> CTR distribution in SERPs)


Example of a ranking dashboard

Month 1 2 3 4 5 6

Top 1 1 3 4

Top 3 1 2 4 6

Top 5 1 3 4 7 10

Top 10 2 5 8 10 15

Top 20 1 5 10 15 20 30

Top 50 5 15 20 30 40 50

Top 100 20 30 40 60 80 90


• Useful for noticing general changes – even on rankings that are not specifically tracked

• Influenced by the optimised search volume keywords

• Influenced by the number of keywords found

• Caution: No cross-industry visibility comparison – direct competition comparison useful

SEO Visibility KPIs


• Input Analysis e.g.

• Number of completed tasks per month

• Number of texts per month

• Programming capacities

• Diagnostic KPIs, e.g.

• Number of indexed pages (through the use of sitemaps at page level)

• Code quality assurance, e.g. testomato.com or codespy.com

• Content Diagnostic, e.g.

• Changes in the CTR by adapting Titles and Descriptions

• Changes time on site and bounce rate by optimising the content

Onpage KPIs


• Monitoring of good valuable links on their continuance

• Definition of objectives in the link acquisition

• Check whether objectives have been achieved for individual campaigns

• Target/Actual comparison

• Analysis of passively obtained through tools such as Ahrefs or MajesticSEO

Offpage KPIs


Competitor KPIs

• Benchmarking through

• Visibility

• Number of indexed pages/content

• Ranking overlaps in their own keyword set

• Domain popularity

• Qualitative comparison of contents of relevant pages (types)

• Terms e.g. from Alexa and/or Similarweb


Thank you very much for your attention!Let‘s keep in touch!

www.akm3.de

www.akm3.com

Paul-Lincke-Ufer 39/40

10999 Berlin

Germany

[email protected]

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