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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

5

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.