Overall Campaign Statistics

[iBecC]

Hey Moz fam!

I'm not sure if anyone has come across something or has tried to figure this out but I was trying to gather some overall statistics to see how our campaigns have performed. I.e. for our own marketing purposes to say "our clients have seen a 50% increase in rankings over the past 3 months".

I wasn't sure if you could gather overall information like that?

Any ideas? or any other ways you have found out data like this?

Thanks so much! Any responses are much appreciated!!

[CleverPhD]

There is a great whiteboard friday on this here

http://moz.com/blog/fixing-the-broken-culture-of-seo-metrics-whiteboard-friday

IMHO I would not focus on rankings per se as a main metric.  Rankings are just an symptom or factor in what your actual goal is.  The goal is not to just rank better, it is not just to get the client more traffic, it is to help the client make more money.  If the client makes more money, generally you should too.  The other thing about ranking is that ranking is now all personalized and so it will vary from user to user.  It is really only useful as a relative measure.  Another way to look at this is, who cares if you are #1 for a search if you dont get much organic traffic from that keyword and or the conversion rate is abysmal.

I would setup a spreadsheet that had a sheet/tab per client.  For each client tab you would put in key metrics on a monthly basis.   I would look at Organic Traffic (# of Unique VIsitors) then look at # of Conversions from Organic, average value of Conversions from Organic and then the Total Value for all conversions from Organic.   Most clients, if they have analytics setup correctly (or you can help them) should have this data readily available or at least you should be able to look at Organic traffic at a minimum and then just report revenue improvements for those that report on that.  You should then create a master tab that aggregates all of this data into a master table.

You should then be able to look month over month for % improvement on a client by client basis in addition to your performance overall.  You can then say, we helped our clients increase on average of 20% improvement in organic traffic during a typical 4 month period resulting in, 40,000 new leads and 1.3 million dollars in total revenue!  BOOM - sign me up!

Also, you can see how long it takes to get results on average - 3 months 6 months, etc.  You can have those conversations up front with clients - here is the timeline we typically see -etc.  You may have a client that has great traffic, but conversions and revenue are down.  You are now proactive in talking to clients about landing page improvements and continue to show your value.

I once heard a yellow page exec say at a conference (paraphrased), "Most businesses don't care where they rank in Google, they don't care about organic website traffic, they don't even care what their website looks like, or how many friends they have on Facebook, they just want to hear the phone ring.  Are you helping the phone ring?"

Setting up your metrics around number of conversions and revenue will make what you are doing tangible to clients and keep them paying you.

Hope this helps!

[iBecC]

Thanks for your response!

Those were exactly the numbers I was trying to reach but wasn't quite sure how to pull them out/organize them. I will set up an excel as you described and give it a go!

Thanks again

[CleverPhD]

You bet - feel free to mark my response as a Good Answer as well and good luck!