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
- # 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.