According to Bright Edge, Organic Search remains the dominant source of trackable web traffic and the largest digital channel with 53 % of total traffic. Does this SEO traffic come from branded keywords ? How much sales is generating your SEO ?
Which attribution model are you using to keep track of SEO conversions ?
When it comes to assess true value of your SEO efforts, we need to digg into your Google Analytics and understand your customer journey.
1. 26th of february 2020 | Geneva
Camille Thomas
@k_lice
HOW TO UNVEIL TRUE VALUE OF SEO ?
2. @k_lice #searchy2020
Camille Thomas, International SEO & Web analytics
consultant
•10 years experience in SEO & Web analytics
• In agency (Baobaz, Search Foresight)
• Brand (Cartier International)
• Freelance (depuis fin 2019)
•Specialist in optimizing international websites with
large audience.
camille.thomas88@gmail.com @k_lice
6. 6
IN 2014 GROUPON DISCOVERED THAT UP TO 60 % OF DIRECT TRAFFIC IS
ACTUALLY ORGANIC SEARCH
Experiment Shows Up To 60% Of
“Direct” Traffic Is Actually Organic
Search,
https://www.conductor.com/blog/2014
/07/organic-search-actually-
responsible-64-web-traffic/
7. 7
SETTING UP YOUR GOOGLE ANALYTICS ACCOUNT TO CAPTURE 100% OF
SEO TRAFFIC
Checkout this great guide :https://www.zionandzion.com/google-analytics-best-practice/
https://www.conductor.com/blog/2018/12/find-missing-search-analytics-
data/
Unknow search engines for
Google
19. 19
MOST OF WEB ANALYTICS MEASUREMENT TOOL USE LAST NON DIRECT
CLICK BY DEFAULT
20. 20
LAST NON DIRECT CLICK ?
In the Last Non-Direct Click, all direct traffic is ignored and 100% of the credit goes to the
last channel that the customer clicked through before converting
29. 29
Make sure your web analytics tool is well set up to get most of SEO traffic
Rely on Search console when it comes to measuring SEO visibilty
Create your own datastudio to monitor share of unbranded keywords
Last click is not enough to measure performance of generic keywords
Compare different attribution model and choose the most relevant for your
business
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