What to measure in your SEO Process? Let's review the process, data & criteria to follow to make better decisions.

1. #measuringseo at #SMXLmilan by @aleyda from @orainti
MEASURING SEO EFFORTS

2. #measuringseo at #SMXLmilan by @aleyda from @orainti
CIAO MILANO
#measuringseo at #SMXLmilan by @aleyda from @orainti

3. #measuringseo at #SMXLmilan by @aleyda from @orainti
I’M ALEYDA SOLIS
ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I Do SEO I PublishI Share
BITLY.COM/LIBROSEOALEYDA
#measuringseo at #SMXLmilan by @aleyda from @orainti

4. #measuringseo at #SMXLmilan by @aleyda from @orainti
I Blog I Speak I’m Featured
I’M ALEYDA SOLIS
#measuringseo at #SMXLmilan by @aleyda from @orainti

5. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
What’s the goal of measuring SEO?

6. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
It’s not about tracking rankings

7. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
Or organic search traffic

8. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
Or even the conversions

9. #measuringseo at #SMXLmilan by @aleyda from @orainti
It’s about the ROI
#measuringseo at #SMXLmilan by @aleyda from @orainti

10. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
Number of
conversions
ROI
by number
of conversions
SEO process
=
Average
conversion value*( )
- SEO process
[ ]
Let’s calculate it

11. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
bit.ly/seoroicalculator
Or use the SEO ROI calculator

12. #measuringseo at #SMXLmilan by @aleyda from @orainti
That will allow to make
(business) decisions
#measuringseo at #SMXLmilan by @aleyda from @orainti
Is it ROI
Positive?
YES NO
Identify what’s
working well, allocate
more resources &
expand
Identify what’s not
working well & change

13. #measuringseo at #SMXLmilan by @aleyda from @orainti
But to identify these it’s key to monitor
both the SEO process & its results
THE PROCESS THE RESULTS

14. #measuringseo at #SMXLmilan by @aleyda from @orainti
THE PROCESS THE RESULTS
Resources
& costs
Outcome
areas
But to identify these it’s key to monitor
both the SEO process & its results

15. #measuringseo at #SMXLmilan by @aleyda from @orainti
HOW TO MONITOR THE
SEO PROCESS?

16. #measuringseo at #SMXLmilan by @aleyda from @orainti
To identify the effectiveness &
investment around SEO execution
#measuringseo at #SMXLmilan by @aleyda from @orainti
CRAWLABILITY
INDEXABILITY
RELEVANCE
BACKLINKING
INVESTMENT

17. #measuringseo at #SMXLmilan by @aleyda from @orainti
It’s about setting an SEO process
management system to answer these
#measuringseo at #SMXLmilan by @aleyda from @orainti
WHAT WHY WHERE WHO WHEN

18. #measuringseo at #SMXLmilan by @aleyda from @orainti
That SEOs & shareholders can use to
coordinate & track performance
#measuringseo at #SMXLmilan by @aleyda from @orainti
WHAT WHY WHERE WHO WHEN
Recommendations Importance Status Area Priority Resource Person Date
Start canonicalizing and index color
facets
High Low
Listings & product
pages
1 Development Maria 1/9/2016
Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2016
Add more content to listings w/ less
than 5 products by featuring related
ones
Medium Medium
2nd level sub-
categories
3
Development &
Content
Matt &
Maria
3/9/2016

19. #measuringseo at #SMXLmilan by @aleyda from @orainti
As well as to identify gaps between the
executed actions & allocated resources
#measuringseo at #SMXLmilan by @aleyda from @orainti
WHAT WHY WHERE WHO WHEN
Recommendations Importance Status Area Priority Resource Person Date
Start canonicalizing and index color
facets
High Low
Listings & product
pages
1 Development Maria 1/9/2016
Deduplicate & Optimize Titles High Medium Blog category pages 2 Content Matt 2/9/2016
Add more content to listings w/ less
than 5 products by featuring related
ones
Medium Medium
2nd level sub-
categories
3
Development &
Content
Matt &
Maria
3/9/2016

20. #measuringseo at #SMXLmilan by @aleyda from @orainti
To monitor the issues during the execution
#measuringseo at #SMXLmilan by @aleyda from @orainti
CRAWLABILITY
INDEXABILITY
RELEVANCE
BACKLINKING
VISIBILITY TRAFFIC CONVERSIONS
ROI
INVESTMENT

21. #measuringseo at #SMXLmilan by @aleyda from @orainti
That can later have an impact in the SEO
Process results
#measuringseo at #SMXLmilan by @aleyda from @orainti
CRAWLABILITY
INDEXABILITY
RELEVANCE
BACKLINKING
VISIBILITY TRAFFIC CONVERSIONS
ROI
INVESTMENT

22. #measuringseo at #SMXLmilan by @aleyda from @orainti
allowing to reallocate resources &
priorities accordingly to overcome them
#measuringseo at #SMXLmilan by @aleyda from @orainti
CRAWLABILITY
INDEXABILITY
RELEVANCE
BACKLINKING
VISIBILITY TRAFFIC CONVERSIONS
ROI
INVESTMENT

23. #measuringseo at #SMXLmilan by @aleyda from @orainti
PM systems like Jira can help you to
automate this
#measuringseo at #SMXLmilan by @aleyda from @orainti

24. #measuringseo at #SMXLmilan by @aleyda from @orainti
Once you’re tracking your efforts it’s time
to monitor the SEO activities KPIs
#measuringseo at #SMXLmilan by @aleyda from @orainti
CRAWLABILITY
INDEXABILITY
RELEVANCE
BACKLINKING
INVESTMENT

25. #measuringseo at #SMXLmilan by @aleyda from @orainti
Although you can obtain the
Crawlability with the Search Console
#measuringseo at #SMXLmilan by @aleyda from @orainti

26. #measuringseo at #SMXLmilan by @aleyda from @orainti
As well as your site index status, it
lacks granularity for decision making
#measuringseo at #SMXLmilan by @aleyda from @orainti

27. #measuringseo at #SMXLmilan by @aleyda from @orainti
You need to validate them with
your own logs
#measuringseo at #SMXLmilan by @aleyda from @orainti
Screaming Frog Log Analyser & Botify

28. #measuringseo at #SMXLmilan by @aleyda from @orainti
Setting a pro-active monitoring
system that alerts you of issues
#measuringseo at #SMXLmilan by @aleyda from @orainti
onpage.org

29. #measuringseo at #SMXLmilan by @aleyda from @orainti
Setting your own crawls not only for
crawling but indexation behavior
#measuringseo at #SMXLmilan by @aleyda from @orainti
OnPage.org & Botify

30. #measuringseo at #SMXLmilan by @aleyda from @orainti
To identify this type of crawlability
vs. indexability issues
#measuringseo at #SMXLmilan by @aleyda from @orainti

31. #measuringseo at #SMXLmilan by @aleyda from @orainti
But content quality and patterns
towards relevance as well
#measuringseo at #SMXLmilan by @aleyda from @orainti

32. #measuringseo at #SMXLmilan by @aleyda from @orainti
Having a “real time” link monitoring
system is a must
#measuringseo at #SMXLmilan by @aleyda from @orainti
CognitiveSEO

33. #measuringseo at #SMXLmilan by @aleyda from @orainti
As well as to give it context vs. your
competition too
#measuringseo at #SMXLmilan by @aleyda from @orainti

34. #measuringseo at #SMXLmilan by @aleyda from @orainti
Now you’re monitoring your SEO process
activities & efforts
#measuringseo at #SMXLmilan by @aleyda from @orainti
CRAWLABILITY
INDEXABILITY
RELEVANCE
BACKLINKING
VISIBILITY TRAFFIC CONVERSIONS
ROI
INVESTMENT

35. #measuringseo at #SMXLmilan by @aleyda from @orainti
HOW TO MONITOR THE
SEO RESULTS?

36. #measuringseo at #SMXLmilan by @aleyda from @orainti
It’s about tracking your visibility, traffic &
conversions
#measuringseo at #SMXLmilan by @aleyda from @orainti
CRAWLABILITY
INDEXABILITY
RELEVANCE
BACKLINKING
VISIBILITY TRAFFIC CONVERSIONS
ROI
INVESTMENT

37. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
Your Site
Technical Configuration
CRAWLABILITY & INDEXABILITY
Content
RELEVANCE
Links
POPULARITY
CurrentYour Visibility, Traffic,
Conversions & ROI
Audience Search
Behavior
Your
Competition
Visibility &
Traffic
Within the content of your competition
& audience behavior…

38. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
… as well as other channels
S
Product Branding
Usability
Content
Design
Development
Paid
Search
SocialEmail
SEO Affiliates
Referrals

39. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
You can obtain your basic visibility
from the Search Console again

40. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
But it’s only for the top 1,000 queries,
90 days & data is tricky to go through

41. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
You can use tools like URLprofiler
to match the queries & URLs
URLProfiler

42. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
And of course, the are many third-parties
rank trackers without these restrictions
Accuranker
Wincher
SERPwoo
SEMRush
Advanced
Web
Rankings

43. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
Then w/ GA monitor organic traffic, user
behavior & conversions per pages & areas

44. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
As well as the role of organic search in
multi-channel conversion paths

45. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
But you can also match these to get rankings
impact over traffic, conversions & revenue
SEOmonitor

46. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
Giving you rankings for keywords, pages
& areas per device & location

47. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
Along the queries search volume & CPC
to prioritize based on their impact

48. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
And traffic, conversions & revenue using
Google Analytics data integration

49. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
You can see the queries moving the needle
in rankings vs. traffic vs. revenue per device

50. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
Allowing also to see specific queries or
pages to verify their KPIs over time

51. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
While showing at the same time context
for these vs. your competition

52. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
Giving you the possibility to answer many
decision making questions for a positive ROI
Which have
a high search
volume but low
ranking in
mobile?
Which have a
high revenue
but low
rankings?
Which have
the best
rankings but
low
conversions?
Which are not
ranking with the
relevant page and
have low
conversions?
For
which high
search volume
queries your
competition is
outranking
you?

53. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
Like this you can monitor & recommend
to improve the SEO Process towards ROI
VISIBILITY TRAFFIC CONVERSIONS
ROI
BACKLINKING
RELEVANCE
INDEXABILITY
CRAWLABILITY
INVESTMENT

54. #measuringseo at #SMXLmilan by @aleyda from @orainti#measuringseo at #SMXLmilan by @aleyda from @orainti
And help SEO achieve this type of results
with a highly profitable ROI

55. #measuringseo at #SMXLmilan by @aleyda from @orainti
GRAZIE! QUESTIONS?
#measuringseo at #SMXLmilan by @aleyda from @orainti