SEO Opportunity Cost

Why & how

Transcript

1. INNOVATION@SEOBENELUX About calculating and using SEO Market Value (SMV) THE CASE OF THE SEO WHO WAS FED UP WITH GEEK-LANGUAGE Ramon Eijkemans, https://eikhart.com/nl
2. - https://eikhart.com/nl - Boutique workplace for automation of fi ndability & discoverability - Since 2003 @Nijmegen #NL - Likes: specialty beers, dim- sum, techno, Stoic philosophy - Dislikes: politics, cars, football HI :) ABOUT THE GEEK HERO OF THIS STORY
3. AGENDA: STOP TALKING GEEK 1. The near-future in SEO 2. What is ‘SEO Market Value’ 3. Why it’s a good metric 4. Advanced: how to calculate it 5. Use-cases 6. Homework
4. 1. The near-future in SEO 2. What is ‘SEO Market Value’ 3. Why it’s a good metric 4. Advanced: how to calculate it 5. Use-cases 6. Homework
5. - Zero-click & AI overviews: lower CTR - from TOFU to MOFU/BOFU - Impressions become more valuable - Content feeds the bots; so organic remains … I think, I hope LESS CLICK-THROUGHS; MORE IMPRESSIONS THE NEAR-FUTURE IN SEO
6. - It gets harder & harder to tie SEO to revenue - Also, it’s not (just) a sales channel, but also: service, branding, leads, PR, inspiration, information ATTRIBUTION GETS HARDER THE NEAR-FUTURE IN SEO
7. - Calculate your own value metric - Use the value in impressions (branding!) - Measure the full visibility; not just revenue - Do it yourself TAKE CONTROL! THE NEAR-FUTURE IN SEO
8. I’M TRYING TO SOLVE TOMORROW’S PROBLEMS WITH TODAY’S KNOWLEDGE & TOOLS
9. 1. The near future in SEO 2. What is ‘SEO Market Value’ 3. Why it’s a good metric 4. Advanced: how to calculate it 5. Use-cases 6. Homework
10. - But I prefer “Market value” COSTS THAT YOU’VE SAVED BECAUSE OF SEO WHAT IS ‘SEO MARKET VALUE’
11. CLICKS * CPC IS THE BASIC IDEA
12. IT COMPLEMENTS; DOES NOT REPLACE. ALSO: IT’S AN INPUT METRIC; NOT A KPI.
13. 1. The near future in SEO 2. What is ‘SEO Market Value’ 3. Why it’s a good metric 4. Advanced: how to calculate it 5. Use-cases 6. Homework
14. - Wisdom of crowds theory - Data >< truth MARKET-VALIDATED WHY IT’S A GOOD METRIC
15. - All keywords - E.g.: show value of content marketing - Segmentation is possible: - Apples <> apples (caravans vs. cars example) GRANULAR WHY IT’S A GOOD METRIC
16. - You’re talking $$$ IT ‘UN-NERDIFIES’ SEO WHY IT’S A GOOD METRIC
17. JUST REMEMBER THOUGH …
18. MY TAKE: SEO MARKET VALUE SHOULD BE THE DEFAULT SEO METRIC
19. 1. The near future in SEO 2. What is ‘SEO Market Value’ 3. Why it’s a good metric 4. Advanced: how to calculate it 5. Use-cases 6. Homework
20. - George Polya & Wiz Enrico Fermi: 1. break large measurements into SMALLER PARTS 2. Then, ESTIMATE them - think logically; don't be afraid to assume things 3. small parts COMPENSATE each other's errors TIP: DON’T BE AFRAID ADVANCED: HOW TO CALCULATE IT
21. 1. Export keywords from GSC 2. Fetch current CPCs from ahrefs or similar 3. Multiply by missing % anonymous queries QUICK & DIRTY ADVANCED: HOW TO CALCULATE IT
22. VISIBILITY * CPC + … “SOME REFINEMENTS” THE DEVIL IS IN THE DETAILS
23. - Branded? 50% o f BRANDED VS. NON- BRANDED ADVANCED: HOW TO CALCULATE IT
24. - Calculate shares of branded and non-branded - Then, attribute to anonymous clicks ANONYMIZED QUERIES ADVANCED: HOW TO CALCULATE IT
25. - To fetch CPCs for ALL your keywords - Not just the ones to advertise with e.g. DataForSEO USE A CPC API ADVANCED: HOW TO CALCULATE IT
26. - Prices of December or January? TEMPORALITY ADVANCED: HOW TO CALCULATE IT
27. - Map it to where the tra ff i c comes from, and use those CPC prices USE COUNTRY-SPECIFIC PRICES ADVANCED: HOW TO CALCULATE IT
28. - Use as dampener or multiplier OPTIONAL: MODIFY FOR YOUR QUALITY SCORE ADVANCED: HOW TO CALCULATE IT
30. - Use a CPM model to calculate impression value - Benchmark against market prices for CPM-campaigns on newspapers/magazines - Use CTR/Position/Pixel position to estimate visibility share EXTRA: IMPRESSION VALUE ADVANCED: HOW TO CALCULATE IT
31. 1. The near future in SEO 2. What is ‘SEO Market Value’ 3. Why it’s a good metric 4. Advanced: how to calculate it 5. Use-cases 6. Homework
32. 1. e.g. branded = SEO, non- branded = SEA 2. Powerful in SEO = less ads needed for SEA 3. Lots of clicks, but low value = no priority DECISION MAKING HOW TO CALCULATE IT
33. - Not sure if you should call it a KPI - But it can be a target: increase value with x% TARGET SETTING HOW TO CALCULATE IT
34. - Benchmark online market share against competitors (Combine with rank tracking & keyword clustering) GOING A STEP FURTHER FOR REAL
35. 1. The near future in SEO 2. What is ‘SEO Market Value’ 3. Why it’s a good metric 4. Advanced: how to calculate it 5. Use-cases 6. Homework
36. - Start with the quick & dirty method (slide 25) - Optional: CPM model for impressions - Need more? Talk to me ;) GET STARTED, YOU CAN DO IT HOMEWORK
37. Or visit https://eikhart.com/nl LINKEDIN CONTACT ME ON