SMX Advanced: Analytics – 10 Natural Search KPIs

Brian Klais of NetConcepts.

There’s more to search than rankings:

How do we evaluate channel performance and determine investment?

Brand to Non-Brand Ration

• Non-brand search can be 40x over brand search if done right

Unique Pages

• How big is your site in Google’s eyes
• How many pages are being crawled/indexed v. how many pages you have?
• Why are some of your pages not in the index?

Yielding Pages

• How many pages are yielding search traffic?
• For example 25% of your pages in Google drive traffic. What about the other 75%

Phrases/Visitors Per Page

• How many visitors per page?
• How many phrases drive traffic per page?

Page Placement

• Compare Traffic v. URLs on 1st SERP page
• Develop strategies for page 2 terms

Engine Yield Rate

• Searchers delivered per page crawled
• Which engines are getting the best return on your crawl investment

ROI

Missed Opportunity Cost

• Compute your revenue per page from natural search
• If your unique page count multiplied by your rev per page you can make a case as to how much you can make from natural search

Treat Natural Search As A Direct Response Channel