Question

Topic: SEO/SEM

Seeking Good/easy Search Performance Metric For C-

Posted by steve.palmer on 2/6/2015 at 7:16 PM ET 125 Points
Can anybody recommend a good and simple metric of search result performance for C-level reporting? The challenge seems to be how to aggregate the individual results. Also, as our results are currently weak across the board, I'd like to be able to show that, as well as the improvement I anticipate;-). Thanks for any suggestions!
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RESPONSES

  • Posted by Peter (henna gaijin) on 2/6/2015 at 7:37 PM Member
    C-level generally wants to know profitability, so the closer you can get to that, the better. But it is very difficult to track marketing programs to sales 9and hence profitability), so this is not usually possible.

    You have this categorized under SEO/SEM, so I am assuming we are talking about search engine marketing. The best most of them can give you is a action, and how many do that and what it costs. One client of mine uses AdWords and AdRoll and their desired action is to have people download a white paper or case study. So we do get information on impressions and cost per click to view their site, but the ones we care about are how many people download the white paper or case study. So we have it set to track these, and the number of these is what we report.

    But, these downloads are mot often done by people interested, but they are at best leads. We can not currently track from the action of the download through the sales cycle to see whether a sale occurs.
  • Posted by steve.palmer on 2/6/2015 at 8:07 PM Author
    Thanks, Peter, appreciate the prompt and helpful result. However, we do have some ways to measure conversions. The organization believes they are low because we are not being found in search. So I'm hoping to get past the anecdotal and inject some numbers into this discussion.
  • Posted by modza on 2/7/2015 at 10:14 PM Accepted
    I think I understand what you're asking. You want to see the position of your company's name, products and/or key words or phrases in a compact, easy-to-understand way, monthly.There are several programs used by SEO pros that allow you to track multiple such targets across the main search engines. Most of them have either a free level or a free trial, and then cost varying amounts, usually per month. Here's a search result page from a Google search: https://j.mp/ranktrackprograms

    These programs will also let you track the ranking for the same or related keywords from your competitors, because ranking never takes place in a vacuum. Your results depend not only on your own (white-hat, I hope) SEO tactics: quality inbound, preferably earned links, high-quality and relevant and fresh content, unique metatags for each page, good page structure, fast page load -- and the avoidance of (or recovery from) Google penalties -- and the actions of your competitors. Here's an annotated list from the firm upcity.com: https://j.mp/upcitySEOlist2014
  • Posted by steve.palmer on 2/9/2015 at 2:40 PM Author
    Thanks, very helpful!
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