LOC@L SEO GUIDE

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Laura Lippay of Yahoo.

The SEO Performance Grid:

• Use a grid to balance SEO, PPC and Paid Inclusion
• Find SEO referral gaps
• Find SEO content opportunities
• Make SEO Traffic & value projections

Grid Data:

• Keywords
• # Searches
• Conversion metric
• PPC Data
• Paid Inclusion Data
• Algo (SEO) Data

Now she’s showing a very hard to read grid that uses all of this data to show how much you can make per keyword.

Graph of % of profit by channel

Graph of actual v. projected referrals & value.  Figure out opportunity cost of not ranking well for a term to show how much you could have made if you had ranked better.  Be realistic.

Graph of Referral Gaps - how much could we had made if we ranked for terms we currently don’t have content for.