the value of seo
TRANSCRIPT
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What is the value of Search Engine Optimisation (SEO) ?
Steve Overton – Pre Sales and SEO Manager, Searchmetrics (Northern Europe)
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How do you measure the value of SEO
Why do SEO
Assess the value of SEO
Forecasting value of future SEO
Tracking and On-going Measurement
2
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Why do SEO ?
3
• Why not just advertise
• PPC costs rising
• PPC very competitive
• No residual benefits to PPC
• 77% of search users choose
organic over paid listings
• 67% choose organic search results
when purchasing
• Organic click-through generates
25% higher conversion rates than
PPC
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Forecast the value of SEO
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Keyword Research
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Position, position, position
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Source : Optify, Dec 2010
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Estimate potential value of SEO
Potential: (524 - 7)Visitors/day * Conversion rate * Conversion value
= €€€ / $$$ / £££
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Analysis of keywords driving traffic
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20% 80%
Brand Generic / category phrases
Content creation
IndexingBrand marketing
Link Building
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Typical conversion funnel
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Generic e.g. Shoes
Generic e.g. Running Shoes
Brand e.g. Nike Running Shoes
Keywords
Conversions
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Attributing the value
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Attribution Models
Paid advertising Paid advertisingOrganic Search
Direct
Organic Search
Paid advertising Organic Search
Paid advertisingOrganic Search Organic Search Direct
Direct Paid advertising Referral
Organic Search Paid advertising Direct
Organic Search ReferralOrganic SearchReferral
Paid
Organic
Paid
Referral
Paid
Organic
Paid
Organic
Organic
Direct
Organic
Last Touch First Touch
Multi Touch Attribution recently supported by GA is the real winner
Adwords
Organic
Paid
Paid
Paid
Paid
Paid
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Proving value of Google Paid Advertising
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Introduced Assisted Clicks / Conversions in March 2010
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GA – multi channel funnels
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Top Conversion Paths
• Standard Reports• ‘Paid advertising’ — PPC advertising, banners and so on
• ‘Organic search’ — unpaid search visits
• ‘Social’ — Facebook, Twitter and a long list of other social sites
• ‘Referral’ — referred visits
• ‘Email’ – visits where the medium has been tagged as ‘email’
• Custom Reports• Brand Organic Search
• Head Terms Organic
• Long Tail Organic Search
• Brand Paid
• Etcetc
Introduced Multi Channel reporting in July 2011
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Custom multi-channel report – Google analytics
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Assisted Conversions report
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Reporting the value by channel
Organic Search contributed 6,395 last touch conversions
+
Assisted 5,355 conversions
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ROI reporting - ££££
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Summary
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Integrate search analytics and web analytics
(Not Provided) = Top Performing keyword. Thanks Google.