SMX Advanced: SEO Analytics – Jonah Stein

Jonah is with It’s The ROI.

Five Forgotten Metrics

Customer Lifetime Value

•     First touch v. last touch (persistent first touch cookies)
  • Stolen ROI
    • Keyword Evolution – Brand Claims ROI
      • Buyer starts w short tail searches
      • Next tries long tail searches
      • Then buys from Brand searches
      • So the brand search gets all of the credit for the buy instead of the initial non-brand searches
    • Coupons and email campaigns can steal your ROI
    • So you need to track the first touch and hold onto it
    • When someone shows up write a permanent cookie on first touch (source, keyword, date) and write it to the CRM upon conversion event.
    • Capture missing data at every touch point
      • order surveys
      • support interactions
        • chat, phone, email, etc.

• Once you get this tracking in place you can capture cancelations, adjustments & reorders
• You can’t rely on your analytics system as they under/over-report

Crawl Frequency (aka the New Page Rank)

• Crawl frequency is meaningful
• TBPR is deliberately misleading
• CF is a product of a search engine’s score of your page so is an indicator of how strong your site is in the engine’s eyes
• Crawl Frequency Metrics
  • How often crawler visits
  • What pages does it hit
  • I can’t type that fast
• How to  measure
  • SEOMeter.com
  • Crawl Rate Tracker Plug In
  • Log  file analysis
  • Develop a custom solution

Page Views To Conversion

• Good SEO Gets User Closer To Conversion
• Know Funnel for each landing page

External Links

•     Total #
•     Total # Per Page

If your sites are not getting crawled between 1x/week and 30 days there’s a problem.

Best presentation of the show Jonah!