SEO performance metrics that actually matter
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The document discusses the challenges of obtaining reliable SEO performance metrics, emphasizing that Google prioritizes privacy and business decisions over ranking results. It advocates for focusing on organic traffic, targeted visitors, and conversions rather than mere ranking reports. Tools like Google Analytics and Raven are recommended for better tracking and reporting of site performance.
SEO performance metrics that actually matter
- 1. SEO performance metrics that actually matter Jon Henshaw @RavenJon
- 2. NO RANKING RESULTS!!! Google doesn’t want you scraping their search engine and they’re about to declare war.
- 3. SUCKS (not provided) Not provided sucks and is here to stay. Especially because of the onset of browsers turning on SSL search by default.
- 4. Why does Google hate us? They don’t. They’re making business decisions that make sense for them, and they’re also protecting themselves against privacy laws.
- 5. Google provides search query data with average position, which is better and more accurate than scraped SERPs. Scraped SERPs is not an accurate representation of how well a keyword is actually performing.
- 6. Data is fully exportable.
- 7. What clients really NEED&WANT Hint: It’s not a ranking results report
- 8. More Organic Traffic More Targeted Traffic More Conversions More Money!!!
- 9. Go to http://gaconfig.com to help you set up event and goal tracking. gaconfig.com
- 10. In Google Analytics create an advanced segment for Organic traffic.
- 11. Connect Google Analytics with your site on Google Webmaster Tools
- 13. Enable comparative date ranges to see change over time.
- 15. Enable the Organic Custom Segment in order to properly filter Goals, Landing Page, etc…
- 20. Referral Traffic + Goals + Links Built _______________ = Awesome
- 21. Raven combines this data into a report that can further communicate the positive impact a link building campaign has on site performance.
- 22. Use Screaming Frog and Excel or Raven to crawl and report on changes and fixes over time and tie it together with improvements using Google Analytics data.
Editor's Notes
- #3: No SERPs!!! Google doesn’t want you scraping their search engine and they’re about to declare war.
- #4: Not provided sucks and is here to stay with the onset of browsers turning on SSL search by default.
- #5: Why does Google hate us? They don’t. They’re making business decisions that make sense for them, and they’re also protecting themselves against privacy laws.
- #6: Google provides search query data with average position, which is better and more accurate than scraped SERPs. Scraped SERPs is not an accurate representation of how well a keyword is actually performing.
- #7: Data is fully exportable.
- #8: Clients don’t need ranking results data
- #9: They need more targeted traffic, and traffic that converts. If you can communicate that you’re making them more money, period, they won’t care about rankings.
- #10: Go to http://gaconfig.com to help you set up event and goal tracking.
- #11: In Google Analytics create an advanced segment for organic traffic.
- #12: This will enable the SEO view in GA.
- #14: Site Engagement
- #16: Enable the Organic Customer Segment in order to properly filter Goals, Landing Page, etc…
- #17: Goals
- #18: Landing Page from Organic Traffic with Goals
- #19: Export views to CSV or Excel or PDF.
- #20: Schedule to have the view sent to you via email.
- #21: Clients don’t need better rankings, they need more targeted traffic, and traffic that converts. If you can communicate that you’re making them more money, period, they won’t care about rankings.
- #22: Raven combines this data into a report that can further communicate the positive impact a link building campaign has on site performance.
- #23: Use Screaming Frog and Excel or Raven to crawl and report on changes and fixes over time and tie it together with improvements using GA data.
- #24: Screaming Frog crawl results
- #25: Raven’s Site Auditor results
- #26: Custom Report Sharing has an excellent selection of GA report templates you can add to your GA Profile for SEO and much more.