C3 2012 Building SEO Goals and KPIs for Your Organization - Hugo Guzman, Robin Smith, Ned Kumar
Transcript of C3 2012 Building SEO Goals and KPIs for Your Organization - Hugo Guzman, Robin Smith, Ned Kumar
#C3ny #C3ny | September 19-‐20 | New York City
Bo#oms Up! The Rarely Taken Road to SEO Success Metrics Hugo Guzman Senior Manager of Online MarkeDng | HSN
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Agenda
+ The danger in doing what everybody else does + Nimble KPIs + The“boNoms up” to strategic and tacDcal prioriDzaDon
• Vision
• Goal
• Strategy
• TacDcs
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The danger in doing what everybody else does
+ Your metrics, reports, and KPIs aren’t acDonable
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The danger in doing what everybody else does
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+ You’re not differenDaDng yourself from your compeDtors
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Nimble KPIs
+ Rankings + Traffic + Conversion (AND REVENUE WHEN POSSIBLE!)
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+ “On The Cusp” Keyword IdenDficaDon
+ Pricing, Product Assortment & other CompeDDve Data Points
+ Margin & P&L Insights
+ New Customer Percentage & Customer LifeDme Value
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The “Bo#om’s Up” Approach: Vision
+ HSN’s Vision?
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Maximizing revenue while focusing on product segments with high margin and/or aligned with HSN’s overarching “lifestyle brand” strategy
+ What Does That Mean To Me?
Not all keywords and keyword segments are created equally
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Scaling the “Bo#om’s Up” Approach: Goal
+ HSN’s Goal?
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Growing YOY revenue from non-‐brand keywords with a focus on high-‐margin and/or “lifestyle brand” product segments
+ What Does That Mean To Me?
I need to know which non-‐HSN keywords have a track record of driving revenue(from both paid and natural search) and which ones don’t.
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Scaling the “Bo#om’s Up” Approach: Strategy
+ HSN’s Strategy?
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To prioriLze opLmizaLon efforts based on the long-‐term revenue potenLal of a parLcular keyword or keyword segment
+ What Does That Mean To Me? I need to start with keywords that are known to drive revenue and are also “on the cusp” of aNaining top posiLoning.
ex: Keyword X has driven $XXXX year-‐to-‐date and yet is not entrenched in the No. 1 posiLon
Note: Searchlight is really good at doing this, especially when its synched with your analyDcs plajorm!
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Scaling idenPficaPon of new “on the cusp” keywords
+ Setup an analyDcs reporDng methodology for idenDfying new converDng keywords (from both paid & natural search) on a daily basis
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+ IdenDfy which keywords already have No. 1 posiDoning vs. ones that are “on the cusp” + Analyze those keywords to understand their search volume potenDal
+ Add these keywords to the overarching opDmizaDon priority list
+ Implement tried and true opPmizaPon tacPcs and watch the revenue roll in!
#C3ny #C3ny | September 19-‐20 | New York City
The Value of SEO Robin Smith Sr. eBusiness Manager, Life Technologies
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Today’s Agenda
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ANribuDon – Giving credit were credits due
SEO and PPC – Unique apart powerful together
The Long-‐tail of Search – TargeDng 1 to 2 click phrases 4
KPI Framework
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KPI Framework
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KPI 1 KPI 2 KPI 3 KPI 4 KPI 5
ANribuDon SEO & PPC lio 1st VS last
click conversion
% of Assists Units sold 1 click
Units sold last click
SEO & PPC Synergies
Rank VS posiDon
CompeDtor rank
Revenue per click
Long-‐Tail Head and tail Clicks
Unbranded VS branded traffic
New customer acquisiDon Revenue Customer
annual revenue
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Search A#ribuPon Impact on Organic
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What Happens to Visits If We Shut Off Our #1 Brand Paid Ad?
16-Jun 6-Jul 26-Jul 15-Aug 4-Sep 24-Sep 14-Oct
Lift
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Channel A#ribuPon
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1st Click VS Last Click VS Assists by Channel
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Last Click
1st Click
Assits
SEM eMail SEO Print URL Direct
• SEM, eMail, SEO and Print being strong assists over 50% • SEM, SEO and print sDll having strong conversions on their own • The most common conversion path is Direct Load but only 9% of the conversions did not have an assist from another channel. • eMail being most misunderstood.
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Channel A#ribuPon
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Natural Search
SEM
Print URL
Units sold 1st touch
Units sold last touch
• SEO converts at 7.9% if it is counted as an assist if we only look at last click it converts less than 2% • SEM converts at over a 3% as an assist
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SEO & PPC Unique Apart Powerful Together
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Organic rank VS Paid position and Competitors rank higher
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FIRED 23K instances, 6K instances were fired
How We Started -‐ Site Redesign
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MONITORED & TESTED Set of 2K Keywords ranking on the first page that were criDcal to the success of the project. We created 12 Organic to Paid
AcDon Sets.
FINDINGS 4 acDons Ded directly to redesign project did not have to work too hard because the organic rank did not fluctuate drasDcally. AcDon: “Increase 10% and last know posiDon greater than 3 and organic rank is 4-‐5” 8 acDons created just to understand how we can opDmize for efficiency and we had some interesDng results!
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SEO & PPC a Powerful CombinaPon CannibalizaPon -‐ Rank VS PosiPon
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• Revenue per click increased 135% from $2.33 to $6.04 • Revenue increased 106%
Clicks
Revenue
Maximize Efficiencies 4 AcDons all were good, #3 Was the winner!!! Increase bids 18% for keywords ranking organically 5-‐10, to improve paid average posiDon
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Revenue Per Click
Revenue Per Click
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SEO & PPC a Powerful CombinaPon CompePtors Ranks Higher
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• 51% increase in cost • 40% increase in Impressions • CPC increases 72%
Increase Reach and CompePPve Advantage
Impressions
Cost
CPC
FINDINGS • Tested 3 compeDtors only 1 fired
• Improved paid posiDon where compeDtor #1 ranked above the fold and we ranked lower than 5.
• Need addiDonal configuraDon, couldn’t see direct revenue impact
• Could be keywords chosen are not relevant to compeDtor #2 and #3. So we need to test more keywords
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SEO Long-‐Tail New Customer AcquisiPons Besides direct sales from the traffic long-‐tail list pages also:
+ Paid Search cannot target long-‐tail
+ Long tail program revenue surpassed all other SEO programs
+ Over 200 new registrants a month + Long-‐tail traffic is 3 Pmes more likely to
generate a new customer than other SEO traffic
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Head Mid Tail
+ Head > 2 clicks
+ Mid 2 Clicks
+ Tail 1 Click
Head and Tail Click Analysis
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By targeDng visitors that: -‐ Know what they are looking for >> specific / long tail queries -‐ But don’t know that Life Technologies can help >> unbranded traffic
How Is This Achieved?
95% of phrases used less than twice 89% Unbranded Traffic
Long Tail Unbranded Traffic
(Unbranded traffic: traffic from phrases that do not include ‘Invitrogen’ or ‘life’)
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The EvoluPon of Search KPIs Ned Kumar IM Strategist, FedEx Services
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KPIs should reflect intent – not just business goals
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• Average Weekly Visits per week [Organic Traffic]
• Organic Traffic as a percent of Total Traffic
• # of pageviews from organic traffic
• # of visits from High-‐value keywords
• # of visits from branded vs non-‐branded keywords
• # of managed keywords by (keyword x rank) categories
• Average (weekly) rank of high-‐value keywords
• Average volume by rank categories
• # of conversions by keyword categories (total, top 10, top 50)
• Average CTR by keyword categories
• # of organic lisDng conversions from via top IYPs
• # of keywords by paid x organic search performance
• Metrics by branded vs non-‐branded (revenue, conversions)
• # of Social Signals by keyword category
• ONLINE TO STORE EFFECTIVENESS
• LOCAL & AFFILIATE SEARCH
• ATTRIBUTION