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Lee Odden

Meaningful SEO Metrics: 3 Ways to Approach Measuring Online Business Success #SESLondon

Lee Odden on Feb 23rd, 2012     Marketing PR Conferences, Online Marketing, Search Engine Strategies, SEO, Web Analytics

SEO MetricsWhat good is great content optimization and social media promotion without meaningful measurement? This session at SES London focused on three different perspectives towards measuring performance which were as relevant to any online marketing as they were to Search Engine Optimization.

In fact, that notion of “SEO is Marketing” lends really well with the trend a lot of people are talking about in the online marketing industry. Many SEOs are building up more strategic skills and approaching optimization more holistically. Ironically, this is my topic next week at Search Congress in Barcelona so this session proved to be quite useful for a more holistic online marketing measurement perspective (with a SEO slant).

Lee Odden

Measuring the Value of Search Optimized PR

Lee Odden on May 13th, 2009     Online Marketing, Online PR, SEO, Web Analytics

Measuring SEO & Public RelationsMeasuring the effect of online marketing and PR efforts is essential for both understanding the return on investment but also for feedback that will improve subsequent efforts.  

Measuring the effect of SEO for Public Relations benefits should start with well defined outcomes. To get a good handle on SEO effectiveness, it’s important to match the purpose for the effort with specific metrics.  For example, if improving brand visibility is a goal, then documenting brand mentions in connection with news & PR content at regular intervals can demonstrate the effect of content promotion and link building. 

Online PR metrics and tools often include:

  • News wire service metrics (see screen capture below)
  • Web analytics for landing pages and web site
  • Google and Yahoo alerts

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