KPIs for SEO: Common Pitfalls & Misconceptions
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8 minute presentation from SEOmoz Meetup at the Search Church
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KPIs for SEO: Common Pitfalls & Misconceptions
- 1. KPIs for SEO: Common Pitfalls & Misconceptions @rachaelgerson
- 3. Standard SEO KPIs Improved rankings Improved traffic Increased conversions* *Conversion: Action that leads to increased revenue
- 4. $$$? Pitfall 1 Measuring too many actions that don’t matter
- 5. Pitfall 2 Not measuring the actions that really matter
- 6. Pitfall 3 Not assigning $ values to non-eCommerce conversions
- 7. Pitfall 4 Not using eCommerce GA code on an eCommerce site
- 8. Pitfall 5 KPIs that can’t be measured without customized code
- 9. Time on Site can be a critically flawed metric to report on
- 10. Time on Site for a bounced visit is 0:00
- 12. Pitfall 6 Not auditing GA code
- 14. Code Audit Ensure proper tracking code is on the entire site. Address: Cross-domain Missing code Different code
- 15. Code Audit Indicators of Bad Data (not set) Self-referrals 0% or 100% bounce/exit rates
- 16. 2 quick tips – Screaming Frog
- 17. 2 quick tips – Analytics Helper
- 19. @rachaelgerson bit.ly/search-church GA Forum
Notas del editor
- Search Church SEO, analytics GA TC
- Not a lot of time
- Standard KPIs. Progress up & right. After developing & benchmarking KPIs across 100s of sites Theme around most common pitfalls & misconceptions. Share w/ all of you… GA now serves 95% of sites
- Focus on the actions that really matter. Tons of goals = overwhelming. Affects our reports in GA. Higher combined conversion rate – site, indiv kws, landing pages … Is bad
- .. Is also bad! Avinash .. Microconversions for a site. Signing up for newsletters, downloading PDFs, and reading reviews may not generate immediate revenue, but could lead to a later sale.
- Can add values to each goal in GA. Easy, pulls through to many reports to show worth of traffic - $ index & per visit goal value Needing to get this dollar value from clients
- Shocked at the #... So much info - product sold, revenue generated, etc. Can take it a step further – use ecomm code on non-ecomm site to get additional insight into on-site conversions
- Skim. Ex1 – confirm page doesn’t mean we can track a conversion. URL doesn’t change in conv funnel. Need advanced trackign Ex2 – site built so URL never changes. Person interacting, GA sees 1 pageview. JS magic. Need dev.
- Last easy ex – ToS. Push back on ToS as KPI Doesn’t include time spent on the last page of any visit
- Bounced visit – def, comes into GA. Ways around w/ event tracking – by time, by scroll People are still viewing info on your site, you just can’t see info about their visit behavior.
- ToS doesn’t take tabbed browsing into consideration. Time running on each of these tabs. & Yes, my comp looks like this If all clear that GA code may need some custom configuration to track some of your KPIs, can move on to last pitfall.
- Make sure you're auditing the GA code on any site you're working on. Issues w/ code prevent good, accurate data. Need good data to make biz dec
- Jill issue - Why a site would report internal links as referral visits Nearly 12 responses, varied causes, some more right than others (Issue caused … Urchin)
- Code audit should help eliminate these issues. Look @ tracking code on entire site If site spans multiple domains or has a subdomain, use proper cross domain tracking… Look for pages … These can all cause tracking issues.
- (not set) in the keywords or landing pages? checked a referral report and seen your own site referring traffic keyword or landing page with either a 0% or a 100% bounce or exit rate All indicators something's wrong with your GA code.
- 2 quick & easy tips for auditing GA code. These 2 b/c self-explanatory 1 st , SF. I <3 SF. Blog post Screaming Frog is a lifesaver.
- Adore Chrome plugin Analytics Helper. Adds a little green bubble to any page with GA code and tells you basic information about the code. Use this as you're browsing a client's site for a quick check to make sure the GA code is in place.
- Now that you have these basic KPI pitfalls to avoid, and a couple fun tools, we’re all set!