The best ways to effectively measure SEO
- Part 15 things growth marketers need to understand about SEO
- Part 2 The best ways to effectively measure SEO
Show Notes
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01:45The SEO measurement landscapeSEO is challenging to measure due to its indirect impact on conversions. While leadership assesses overall marketing effectiveness through customer acquisition cost (CAC), marketing focuses on primary and secondary engagement KPIs to gauge SEO and content performance.
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04:22Leading indicators in SEO measurementLeverage good technical SEO and tools like Google Search Console and Semrush to ensure new is indexed and ranking for your keywords. SERP rankings and engagement metrics serve as leading indicators of SEO and content marketing effectiveness.
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06:40Setting expectations for SEO resultsIt's crucial to communicate the time required for investments to yield results upfront. This involves discussing timelines for making long-term investments in technical SEO infrastructure, content marketing, and thought leadership to build domain authority and brand awareness.
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09:34Prioritizing conversion metrics in SEOSEO must prioritize conversion metrics rather than relying on vanity metrics like crawl rate. Ultimately, SEO efforts must contribute to driving MQLs, signups, or registrations, and provide guidance to teams responsible for optimizing web pages for conversion.
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11:30Bridging the gap between SEO and business goalsThis involves understanding complementary and supporting functions in SEO and growth marketing and user-centricity. Through skill set expansion, understanding business KPIs, and user behavior, SEOs and content marketers can create content that drives results.
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13:28Leveraging AI in SEO and content marketingThe introduction of AI in SEO accelerates content output and scalability. However, maintaining a balance between AI content and human editing is crucial to ensure quality and positive impact on metrics such as rankings, dwell time, bounce rates, and conversion events.
Quotes
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"We must ensure everything we're building is indexed. Technical SEO and having that infrastructure in place ensures that everything gets indexed." - Jason Shafton
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"When a team is making investments in SEO and in content marketing, it's important to stress the time that it will take for those investments to bear fruit." - Jason Shafton
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"For SEO to have a seat at the table, we need to take accountability for the conversion metric. We should be ensuring that the site is optimized to drive marketing qualified leads, or signups and registrations." - Jason Shafton
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"If you can combine AI with humans in a thoughtful, clever way, you can have content that ranks and drives to similar conversion events just as well and 100% human content." - Jason Shafton
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"I think of AI as a tool, a companion. It can help us be more effective with our SEO practice. But, we shouldnt lean too heavily on it or expect it to do everything for us." - Jason Shafton
- Part 15 things growth marketers need to understand about SEO
- Part 2 The best ways to effectively measure SEO
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Part 15 things growth marketers need to understand about SEO
Jason Shafton, Founder and CEO of Winston Francois, delves into SEO for growth marketing. Effective growth marketing strategies leverage multiple channels, and SEO and content marketing are two levers that growth marketers can pull to achieve scale. However, understanding SEO's unique qualities is key to leveraging its potential. Today Jason discusses five things growth marketers need to understand about SEO.
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Part 2The best ways to effectively measure SEO
Jason Shafton, Founder and CEO of Winston Francois, delves into SEO for growth marketing. Measuring SEO’s effectiveness can be a challenge for growth marketers. Unlike other marketing channels with clear-cut key performance indicators (KPIs), SEO's impact is multifaceted and its results often require patience and time to bear fruit. Today Jason discusses the best ways to effectively measure SEO.
