It had been a long day. The document discusses using data and metrics to measure the impact of SEO content strategy over time. It provides metrics like pageviews, unique pageviews, time on page, and bounce rates for content groups from April 2012 to April 2014. It then shifts to looking at metrics from a session perspective, including number of visits from organic search and percentage of traffic landing on publications from organic search versus total traffic from 2011 to 2014.

1. It’s been a very long day

8. Measuring SEO
Content Strategy Impact

9. 84,88%

10. (not provided)
12,75%
31,13%
84,88%
April
2012
April
2013
April
2014

12. 1. Content perspective
Start
Using Content Grouping?
2. Session perspective
Later

13. 1. Content perspective
Using Content Grouping

14. Group of Pages
MyGroup 2.048 1.024

15. But very limited actionable KPI’s
Pageviews Unique
Pageviews
Avg. Time
on Page
Entrances
Bounce
Rate
% Exit Page Value

16. 2. So then, Session perspective
Group of Pages & Sessions
1. ‘Visits’
2. Coming from Organic
3. Landing on our Content Group

17. 1
2
3

18. Last 30 days

19. Giving more time-context

20. And more…

21. And more…

22. And let’s add a benchmark!

23. % of Traffic Landing on Publications
from Organic vs Total traffic
13,24%
23,16%
27,37%
35,33%
2011
2012
2013
2014

24. Long Term
Winning SEO
Strategy

25. “A statistician can have his head in an
oven and his feet in ice, and he will
say that on the average he feels fine.”

27. A Bounce session
Views 1 page
Stays 0 second

28. A Bounce session
Bounce Rate Pages / Session Avg Session Duration
3 Sessions 66,67% 1,67 00:00:22
Session 1 100% 1,00 00:00:00
Session 2 100% 1,00 00:00:00
Session 3 0% 5,00 00:01:02

29. My YouTube Video Ad Campaign

30. My YouTube Video Ad Campaign

31. The Branding Funnel – Video Ads
Impressions
Engaged
Views
Paid
Views
Coming
back???
Clicks Engaged

33. 1. Sessions of all Users
2. First came through my video ad
3. And then came back after

35. The Branding Funnel – Video Ads
Impressions
Engaged
Views
Paid
Views
Coming
back
Clicks
1.000 300 150 20 1
Engaged
5

37. 62%

38. Number of sessions
to convert

39. Hey, You!

40. My cherished clients!

41. On a 90 days period:
Clients Revenue
=1 Transaction 95 88
>1 Transaction 5 12

42. Questions now you can
answer
Excuse me …
Do I know you?

44. Gender & Age

45. Female 35-44

47. Media Budget Impact?
-13%
Revenue Impact?
+16%
« Leveraging data for impact! »

48. Imagine when
#CRM data fully integrated
#CrossDevice behaviours available
And your #Offline data flowing in!

49. Welcome

50. Happy analyzing!