Making Analytics Actionable How to Improve SEO by Employing Data & Metrics. Rand Fishkin – February 2010. Content in this Presentation. Search Referral Analytics Keyword Referral Analytics Engagement Analytics Latent Conversion Tracking ROI Analytics Q+A.
How to Improve SEO by Employing Data & Metrics
Rand Fishkin – February 2010
#1 - “Why am I measuring this?”
#2 – “What would I do if results were different?”
Action: Measure against search engine market shares & volume to determine whether you’re making positive strides
Measure this number on a weekly/monthly basis
Action: Discover if indexation is an issue worth effort
This number sucks. Learn more about why at:
Search Engine over Time
Action: Determine if content additions are accretive and what drives growth/shrinkage in search traffic
Did rankings fall? Or is demand down?
Action: Analyze top traffic drivers from a value perspective, check rankings for potential easy wins & get answers if traffic dips
“SEO Tools” is a big win and we could rank higher
The keyword “SEO” leans toward first-time visits
Action: Determine value of reaching new visitors vs. converting branded users (focus efforts on the more valuable one)
This metric speaks to business strategy about converting existing fans vs. reaching new customer segments
Action: Discover strengths vs. opportunities (60-70% of traffic is typically in the long tail and it converts better)
Action: Know if traffic spikes/dropoffs are from rankings, indexation or search demand shifts
Rankings and Traffic both Dropped
Referrals from Page 2
Action: Identify low hanging fruit that can be optimized quickly
Could totally 301 this to www.opensiteexplorer.org
Action: Compare to ROI metrics; if they correlate, improve on keywords/landing pages with low time on site
Average “upgrade to PRO” visitor spent a whopping 44 minutes on SEOmoz!
Action: Depending on your metrics, a “sweet spot” of pages browsed often dictates a conversion event – optimize towards it
Average “upgrade to PRO” visitor visits 12X the pages of an average visitor
Action: Find what content/activities/referrers send engaged traffic and copy those while improving subpar pages
“Sharing Activity” Conversions
Action: Find patterns/sources that predict sharing activities (both content and CTAs) and make them testable conversion events
GA allows you to set custom actions as “goals” then filter, monitor and improve on these metrics
No. No. No.
Yes. Yes. Yes.
ROI = CLTV - CAC
Get the ROI for every category (and subset)