SEO Analytics in a Not Provided World: Change Your Focus to Profit and ROI!
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Keywords (not provided) in Google Analytics is the best thing to happen to SEO, because it forces marketers to start thinking outside of the box! Marketers are challenged with accounting for a loss of the keyword data that has been the heart of their reports for years and must now discover new ways to measure their performance. What they don't realize is that they now have the opportunity to advance their careers to the next level. With disruption comes opportunity, and this opportunity allows marketers to redefine how search marketing efforts impact their company. Executives don't care about keywords, they care about running a profitable business. Who needs keywords when you can start showing amount of profit you deliver to your business? Read this presentation to gain a clear understanding of how to approach the future in a (not provided) world, including a lesson on: * Alternatives to (not provided) keywords that are readily available in Google Analytics * Using visitor demographics to refine search efforts and inform our future marketing decisions * How to measure the true ROI of SEO efforts and present our case in a way executives understand Read the whole presentation to learn how to download an advanced Excel dashboard template that allows you to easily calculate the true ROI of your SEO efforts and share with key stakeholders in your organization.
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SEO Analytics in a Not Provided World: Change Your Focus to Profit and ROI!
- 1. With Disruption Comes Opportunity: Proving SEO Value in a (not provided) world Photo Credit: papalars via Compfight By Jeff Sauer Founder of Knowledge Land SMX Advanced | June 12, 2014
- 2. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Your Guide 2 Jeff Sauer Marketer and Entrepreneur Knowledge.Land Minneapolis, MN, USA Email: jeff@jeffaly<cs.com google.com/+JeffSauer Newsle*er: bit.ly/jeffaly<cs
- 3. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Our Feelings About (not provided)
- 4. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Executives Aren’t Losing Sleep
- 5. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value It’s Time to Make Adjustments
- 6. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value How Should We Adjust? Dig Deeper into Google Analy<cs
- 7. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value How Should We Adjust? Dig Deeper into Google Analy<cs Prove Business Value
- 8. DIG DEEPER: WAYS AROUND (NOT PROVIDED) IN GOOGLE ANALYTICS Photo Credit: One_Penny via Compfight
- 9. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Taking Advantage of all GA has to Offer
- 11. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Measure Year Over Year Growth Trends Traffic Comparison by Date S<ll Works Great!
- 13. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Landing Page as Secondary Dimension No Keyword Provided? No Problem
- 14. FILTER YOUR DATA
- 15. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Ugly Not Provided Keywords What Does it Mean?
- 16. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Filter Data to Include Landing Page How to steal some 'not provided' data back from Google: h*p://econsultancy.com/blog/8342-‐how-‐to-‐steal-‐some-‐not-‐provided-‐data-‐back-‐from-‐google
- 17. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Landing Page As Keyword Proxy Not Perfect, but Much BeZer!
- 18. WEBMASTER TOOLS
- 19. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Google Webmaster Tools Reports
- 20. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Google Webmaster Tools Reports BeauGful (and Increasingly More Accurate) Search Data!
- 22. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Pull SEO Data into Google Analytics
- 23. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value SEO Dimension Widening Example Dimension Widening for SEO: h*p://bit.ly/SEOwidening
- 24. DEMOGRAPHICS
- 25. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Enable These and Update Your Tracking Code To include dc.js
- 26. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value View ABC Reports by Demographic Performance by Age
- 27. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Organic as a Secondary Dimension
- 28. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Mash Up – Popular Search LPs by Age Find High Value Search Visitor Segments
- 29. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value More Alternatives to Not Provided Proving SEO Value in Google AnalyGcs: h*p://moz.com/blog/proving-‐seo-‐value-‐in-‐google-‐analyGcs
- 30. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Photo Credit: brongaeh via Compfight Prove Business Value By Reporting on Fully Loaded Costs, ROI and LTV
- 31. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value How Profit Should Be Calculated Revenue
- 32. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Subtract Our Ad Spend Revenue Marke<ng Investment
- 33. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Subtract Cost of Selling Each Product Revenue Product Cost Marke<ng Investment
- 34. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Subtract Fixed Costs of Business Revenue Product Cost Fixed Costs Marke<ng Investment
- 35. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Now You Have Net Profit Revenue Product Cost Fixed Costs Net Profit Marke<ng Investment
- 36. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Here’s an ROI Equation to Use Gain From Investment (Net Profit) Cost of Investment Cost of Investment ROI True ROI Measurement: h*p://bit.ly/TrueROI
- 37. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Here’s an Example with Numbers Revenue $99,630 100% SEO Spend $10,942 -‐ Return on SEO Spend $88,688 811% Cost of Goods Sold $77,625 78% Gross Revenue $11,063 11% Total Fixed Costs $5,000 5% Net Profit $6,063 6% True ROI 55%
- 38. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value True Return on Investment is Important Revenue $99,630 100% Ad Spend $10,942 -‐ Return on Ad Spend $88,688 811% Cost of Goods Sold $77,625 78% Gross Revenue $11,063 11% Total Fixed Costs $5,000 5% Net Profit $6,063 6% True ROI 55% We need to subtract the expenses needed to achieve revenue to understand true ROI Learn How To Get This Spreadsheet: h*p://bit.ly/SEO_ROI
- 40. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Lifetime Value = Long Term Investment Revenue $149,445 100% SEO Spend $10,942 -‐ Return on SEO Spend $138,503 1266% Cost of Goods Sold $116,437 78% Gross Revenue $22,066 15% Total Fixed Costs $5,000 5% Net Profit $17,066 17% True ROI 156%
- 41. More Profit = Bigger Budgets!
- 42. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Executives Get Paid on Profit
- 43. Jeff Sauer | @jeffaly<cs | www.jeffaly<cs.com | Proving SEO Value Thank You! 43 Jeff Sauer Marketer and Entrepreneur Knowledge.Land Minneapolis, MN, USA Email: jeff@jeffaly<cs.com google.com/+JeffSauer Newsle*er: bit.ly/jeffaly<cs
Editor's Notes
- We feel very upset about Keywords not provided in Google Analytics
- But you know who isn’t upset? Executives in your organization. They don’t know what (not provided) means, don’t care and never will care in the future. They want to know what
- While Google Analytics is a free tool, it has many enterprise level features that are useful for organizations of all sizes. In order to help explain just how powerful Google Analytics is, I developed a chart called the Periodic table of Google Analytics that marketers from across the world have downloaded over 5,000 times
- Import Cost Data Feature
- Our Success comes from Simplifying the Complex
- Our Success comes from Simplifying the Complex
- Executives love it when you talk in terms that they understand/how they receive compensation. They receive compensation for running a profitable business. Put it into their terms and show your success, and you will get more budget.