ROI Analytics for SEO & Content

Introduction

Google Universal Search, Google Personalization and the push towards appealing to social media (linkbaiting, content strategy) is part of a large push towards finally abandoning emphasis of ranking reports over to more holistic analytics reporting.

To use analytics reporting for better understand SEO & Content, there are three important ideas:

  • Analyzing Entry Pages as Landing Pages
  • Revenue Participation
  • Content Consumption: Content to Visits Ratio

Sure there are more, but let’s focus on those three for now.

All Web Pages are Landing Pages for SEO

SEO & Landing Page
Modified Screenshot from Google Analytics
(Zero goal data for this example, sorry)

Just as one checks the search engine keyword referrals for pre- and post- SEO reporting, one should also check what pages contribute to SEO and revenue. What pages are acting like landing pages for SEO – that is, the entry page for visitors from organic search engine listings?

The Google Analytics screenshot above, answers questions like “What are the top landing pages for visitors who came organically from Google? And what Goals/KPI did they perform? What is the conversion value?”

Revenue Participation”: What Content is Generating Revenue?

Revenue Participation
From Dennis M., COO IndexTools at VisualVenue

Your SEO Team has pushed forward for the creation of several new content areas, but what is the return on that content?

One metric to look for is “Revenue Participation” (though its called different things by different vendors). Basically, “Revenue Participation” attempts to answer “What content on the website helped generate the largest share of revenue?”

The numbers are usually not exact or exaggerated in assigning value, but it has value in signalling to a marketer what content seems to matter to visitors in deciding a particular action (KPI) or conversion.
Content Consumption: Content to Visits Ratio


Via Avinash Kauksik’s Emetrics EFO Reflections Posting

From Avinash Kauskik:

The blue bar shows the type of content on the site: Education, Research, Collections etc. The red bar shows the percent of Visits to that content.

To put it another way “what are the large chunks of content on the site, what are visitors to our website looking at”.

I am sure the insights will scream out at you. 86% of the content was being consumed by 23% of the visitors. For 25% of the visitors were looking at 4% of the content (Research). You can see how this translates into a richer understanding of 1) where the website was focused at that time and 2) what customers actually wanted.

This graph can help point to what area attracts the most visitors and identifying what content either has no interest or needs to be redone to better appeal to visitors. This information can be used to understand what content needs to be built out for SEO reasons.

Closing Words

The biggest challenge to the reports above is to gauge how much of the data will influence your decisions on conducting the next SEO Campaign and also how to explain to your boss/clients what these reports mean and why it is important to you (the marketing guy) and to your boss/client (the person in charge with proving ROI value of your work to their boss).


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3 responses to “ROI Analytics for SEO & Content”

  1. Joanna Avatar

    Hi, i was just surfing in the web and found a blog on SEO techniques which seems to be very helpful and I am sure that the tips provided in this blog are useful for new bie in Search Engine Optimization fields. Check this out…

    SEO Techniques

  2. Dennis R. Mortensen Avatar

    Hi there,

    great post!

    In regards to how we (and actually most vendors) calculate “Revenue Participation” – it is done by looking at all pages viewed in the visit session where we have the confirmed revenue – and then attribute the value of the sale to those pages.

    This of course giving the “thank you” page a high value. But also a fair assumtion on HOW much revenue e.g. “touches” search.

    Most vendors also work beyond Revenue (as in Sales Action) – but can do any other success action participation metric. This could be “Newsletter signup participation” or “RSS subscription participation”. Andthis finally giving you an “internal” conversion rate.

    Cheers

    Dennis R. Mortensen, COO at IndexTools
    My Analytics Blog: http://visualrevenue.com/blog

    N.B. not visualvenue but visualrevenue 🙂

  3. Eric Avatar

    This is exactly what I expected to find out after reading the title Content at Emergence Media. Thanks for informative article

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