8. KPIS: GOOD VS BAD
CONVERSIONS PAGE VIEWS
REVENUE BOUNCE RATE
PROFIT % OF TRAFFIC FROM SEO
BRAND AWARENESS VANITY TERMS
GENERIC TERMS TIME ON SITE
TAIL TERMS PAGERANK/MOZRANK
TRAFFIC DRIVING TERMS
12. THINGS TO CONSIDER
ROI CURRENT ENVIRONMENT
BUDGET ALLOCATION MARKETING ACTIVITY
OPPORTUNITY ACTUAL DATA
‘EDUCATED’ GUESS REFORECAST
MANY VARIABLES STANDARD DEVIATION BOUNDS
17. MANAGING EXPECTATIONS
BRAND AWARENESS BRAND MANAGEMENT
SMALLER BUDGETS LARGER BUDGETS
BIGGER EXPECTATIONS MULTIPLE PROJECTS
MORE AGILE LONG SIGNOFF
LESS RESOURCE MORE RESOURCE
SOLE MARKETING CHANNEL SOLE MARKETING CHANNEL
HIGH RELIANCE ON RETURN MARKETSHARE
NEW TO SEO HIGHER LEVEL OF KNOWLEDGE
FOCUSSED CAMPAIGN BROAD CAMPAIGN