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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.

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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


To Make Analytics Actionable Always Ask:

#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


# Pages Getting Search Referrals Over Time

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:

www.seomoz.org/blog/indexation-for-seo-real-numbers-in-5-easy-steps


# of Keywords Sending Traffic from a

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


First-Time vs. Returning Visits per Keyword

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)


Keyword Rankings

www.seomoz.org/rank-tracker


Action: Know if traffic spikes/dropoffs are from rankings, indexation or search demand shifts

Rankings and Traffic both Dropped


Page Two Rankings

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/Linking Activity

“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





Initial Referrer

www.seomoz.org/blog/how-to-get-past-last-touch-attribution-with-google-analytics





Return on Investment

No. No. No.

Yes. Yes. Yes.

ROI = CLTV - CAC


Always Be Asking “What’s the ROI?”

Get the ROI for every category (and subset)



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