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.
- Keyword Evolution – Brand Claims ROI
- Stolen ROI
- 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!
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