Search Engine

Optimization (SEO)

Professor: Amornpong Vachiramon

Professor Amornpong Vachiramon DDS, DBA, MSc, MFTA, MADM,
IBCDM, IBCSEM, IBCSM, IBCMM, IBCDS
ศ.ทพ.ดร. อมรพงษ์ วชิรมน
Doctor of Business Administration (Marketing and Finance) (เกียรตินิยมอันดับหนี/ง) : University of Southern California
Doctorate thesis in Internet Marketing
Doctor of Dental Surgery: Chulalongkorn University
Master of Financial Technical Analysis
Master of Science in Facial Surgery (เกียรตินิยมอันดับหนี/ง), University College London
Master in Digital Finance and Blockchain Technologies (1st honors), University of Barcelona
Master in Computer Science, Spezialisation in Blockchain, Liverpool Johnmoores University.
IBDM Mastership in Advanced Digital Marketing
International Board Certified Digital Marketer
International Board Certified Search Engine Marketer
International Board Certified Social Media Marketer
International Board Certified Mobile Marketer
International Board Certified Digital Strategist
Certified Trainer in Digital Marketing, Digital Marketing Institute
Paid Versus Organic Search
What is Search Engine Optimization?

The process of getting traffic from the free, organic,

editorial, or natural search results on search engines.
Paid Versus Organic Search
What’s the difference?

Organic Paid

Results take time; often weeks, months, and

Near-instant results and often in minutes
sometimes years

Traffic is ‘free’ but requires resources and time Traffic is paid. You pay-per-click (PPC) on a
investment cost-per-click (CPC) keyword basis

ROI is harder to measure but often improves ROI is much easier to measure, but can stagnate
over time and/or decline over time

70-80% of searchers click on SEO results 20-30% of searchers click on paid results
Paid Versus Organic Search
What’s the difference?

A. Paid Search A
• Pay Per Click (PPC)
• Cost Per Click (CPC)

B. Organic Search
• Search Engine optimization (SEO)
• ‘Free’
B
Paid Versus Organic Search
Similarities between the two

Keyword Landing
Traffic
Research Pages
The Three Pillars of SEO
Technical On-Page Off-Page
SEO can be broken down into three components

Technical Optimization is the process of

completing activities on your site that are
designed to improve SEO but are not
related to content. It often happens behind
the scenes.
Search Engine Algorithms
Search engine algorithms are computer
programs that look for clues to give the searcher
the exact results they are looking for. Search
engines rely on algorithms to find web pages
and decide which ones to rank for any given
keyword. There are three steps to how search
engines work.
Crawling
Search engines send out web crawlers to find new
pages and record information about them. We
sometimes call these web crawlers ‘spiders’ or ‘robots’.
Their purpose is to discover new web pages that exist,
and also to periodically check the content on pages
they’ve previously visited to see whether they’ve
changed or been updated.
Indexing Common reasons web pages are not placed in the index

Content considered Content considered Page couldn’t be Page or domain lacked

duplicate low value or spammy crawled inbound links
Ranking Ranking signals used by search engines

Keyword Presence in Loading Speed of Website Reputation

Title Tag Web Page

Whether the keyword or Whether the web page Whether the web page
a synonym was loads quickly and is and website is
mentioned on the page mobile friendly considered reputable
and within the title tag for the topic being
searched for
Ranking – Google Hummingbird

Ranking search engines with Google’s main algorithm,

Hummingbird.

REVEAL MORE
Keyword

Word or phrase that a user enters into a

search engine to accomplish a task.
Types of Keyword

Navigational

Navigational queries are keyword searches for a specific

website or webpage. Example keywords include:

Navigational • Moz
• moz.com
• rand fishkin moz
Informational
Navigational queries are often related to brand terms
and can affect all stages of the buying cycle.

Transactional
Keywords and the Buyer’s
Journey
Awareness

- Navigational Interest

• Smaller proportion of all keywords

• Often brand-related keywords
Consideration
• Can occur at all stages of the Buyer’s Journey
Conversion

+ Informational
Retention

+ Transactional
SERPs
What is a SERP?

SERP stands for a Search Engine Results

Page. These are the results you see after you
search for a keyword.
SERPs
Types of SERPs

Classic Universal Extended

SERPs
Classic SERPs

A B
A. Title Tag
B. URL
C
C. Meta Description Tag
D. Rich Snippets
D

E. Sitelinks
E
SERPs
Universal SERPs

Videos Images Maps/Local Shopping News

SERPs
Examples of Universal SERPs

Maps/Local Search
SERPs
Extended SERPs

Knowledge Direct Related App Twitter

Graph Answers Question Box Packs Cards
SERPs
Example of extended SERPs

Knowledge Graph
Types of SEO Objectives
The importance of setting SEO objectives

They
They help to
encourage buy-
formulate your
in
SEO strategy
from key
stakeholders
They ensure
objectives
are met
Types of SEO objectives
What should you measure?

Keywords Lead Generation

Traffic Reputation/Backlinks

Market Share E-Commerce

Brand/Product Awareness Ads Revenue

Make your Objectives SMART S M A R T

Setting objectives using the SMART methodology

Specific

They must clearly describe what it is

you set out to achieve.
SMART Objectives Examples
Remember, the most common SEO objectives
involve the measurement of keywords, traffic, and
conversions or sales. Here are some examples of
SEO objectives that can be used as a guide to
setting relevant objectives for your own business
or website:

REVEAL MORE
Setting Objectives for Different
Types of Business

Transactional Informational

If your business is transactional and you have an ecommerce element, you’ll want to set your objectives
around tracking sales and lead conversions. However, if you’re a non-ecommerce commercial site, you’ll
want to focus on lead generations.

• E-commerce sites: Objectives are often tracking sales and lead conversions
• Non ecommerce commercial sites: Mostly interested in setting lead generation SEO goals
Types of Keywords
What is keyword research?

Keyword research is the process of discovering the

keywords used by potential customers to find your
products, and picking the most relevant keywords that are
within your reach and that have good search volume.
Types of Keywords
The importance of keyword research

• Get the right kind of visitors to your site

• Identify keywords with high search volume and omit low volume terms

• Identify content gaps on your website

• Target keywords that are within your reach

Types of Keywords
The long and short of keywords

Short-tail keywords Long-tail keywords

Typically one or two words Typically three or more words
Less specific More specific

Skiing Best time to go to Whistler

Ski Holidays Self-drive ski holidays France
Snowboards Best snowboard for all mountains
Types of Keywords
Short-tail versus long-tail keywords

High Volume
The Short-tail
/ High
Competition accounts for 30% of all
search
traffic

The Long-tail
accounts for 70% of
all search traffic
Low Volume /
Low
Competition

Hard to Rank / Easy to Rank

Hard to Convert /Convert
Types of Keywords
Key differences between long and short keywords

Feature Short-tail Long-tail

Intent Vague Specific

Rank Harder to rank Easier to rank

Conversion Harder to convert Easier to convert

Higher individual search volume but Lower individual search volume but
Search volume higher collective search volume
lower collective search volume

Research Easier to research Harder to research

Traffic 30% of all traffic 70% of all traffic

Requires more in-depth and a greater
Content Requires a smaller amount of content
amount of content
Steps to Successful Keyword Following a structured process for keyword research

Research

Pick a Topic Brainstorm Keywords Review Keyword Value Prioritize Keywords

Focus on one topic or Research keywords with
theme at a time and similar meaning around a
imagine what the closely related topic and
webpage will look like focus on quantity over
quality at this stage
Gather keyword data to
help decide how useful
the keywords are and
whether they are within
reach
Decide which keywords
are the most important
and which ones you wish
to focus more on
 As you type a keyword into a search engine, you’ll see related
suggestions displayed below. Try adding a * before your keyword
to get more specific topic suggestions.

Pick a Topic to Research

A topic could be for a product or service, a

source of information, or a brand or person.

For example, ‘What size snowboard do I

need?’ appears both informative and
transactional but is considered informative
keyword as the searcher is researching before
deciding to purchase.

REVEAL MORE
Brainstorm Keywords

Do
o Think of closely related keywords
o Think of synonyms
o Include plural and singular keywords
o Aim for quantity rather than quality (10+
where possible)
Avoid
o Straying off topic
o Trying only to find perfect match keywords
o Stopping at two or three keywords
 Tools to Help you Brainstorm
for Keywords

6.1.1.5
Searchthat
Understand Engine Suggestions
data breachesand
canRelated Searches
not only damage
your business but your brand if publicly discussed
Google Keyword Planner

Keywords Everywhere

Competitive Keyword Analysis

Search Volumes
Steps to Reviewing Keyword Value and Difficulty

Step1 Step 2 Step 3 Step 4 Step 5

Get the keyword

search volumes

·
 Search Volume and Relevancy Topic: what size snowboard do I need?

Score Monthly Google

Topic
Keyword Relevancy
Search Volume
Score

snowboard size guide 320 1

6.1.1.5 - Search Volume 320 1
snowboard sizing
Understand that data breaches can not only damage your business but
snowboard size 320 1
your brand if publicly
The higher discussed
the search volume, the better the
keyword is. For SEO we tend to target keywords what size snowboard do I
at a country level, so select the most relevant 170 1
need?
country that you wish to target.
snowboard size chart 170 1

snowboard size calculator 110 1

+ Relevancy Score picking a snowboard 90 3

snowboarding size chart 90 1

 Keyword Stuffing

6.1.1.5
Understand that data breaches can not only damage your business but your brand if publicly discussed

Title tags need keywords but we can’t

fit all of our keywords in there
 Prioritize Keywords Prioritizing keywords based on metrics acquired

Topic
Monthly Google
Keyword Relevancy Priority
Search Volume
Score
6.1.1.5snowboard sizing 320 1 P1 Always one P1 keyword
Understand that data breaches can320
snowboard size guide
not only damage
1
your business
P2
but your brand if publicly discussed
Two P2 keywords

snowboard size 320 1 P2

what size snowboard do I need 170 1 P3

Three or more P3 keywords
snowboard size chart 170 1 P3

snowboard size calculator 110 1 P3

snowboarding size chart 90 1 P3

snowboard sizes 70 1 P3
 Turning Research into Content
Have a go!

This can also

This can be for include ‘content
gaps’ where
pages that
6.1.1.5 already exist on content doesn’t
currently exist
Understandyour
thatsitedata breaches can not only damage your business but your brand if publicly discussed
Build the
keyword
research list into
a spreadsheet
 Turning Research into Content
Using a spreadsheet to guide you

Topic P1 Keyword P2 Keyword P2 Keyword P3 Keyword P3 Keyword P3 Keyword P3 Keyword P3 Keyword

What size snowboard do I snowboard what size snowboard snowboardi

snowboard snowboard snowboard snowboard
snowboard size ng size
need? sizing size guide size size chart sizes
6.1.1.5 do I need calculator chart
Understand that/ bindings
Snowboard boots data breaches can not only damage your business but your brand if publicly discussed
Picking a snowboard

Burton snowboard bindings

Best snowboard bindings

Ladies snowboard jacket

Snowboard maintenance

Snowboard accessories
 Technical Optimization
What is it?

6.1.1.5 SEO activities completed on your site that are designed

Understand that data breaches can not only damage your business but your brand if publicly discussed
to improve SEO but are not related to content.
 Technical Optimization
Features of technical optimization

6.1.1.5
Understand that data breaches can not only damage your business but your brand if publicly discussed
Time
investment
Ranking
Factors
Technical
Tools
Help
Activities
 Technical Optimization
Google Search Console

6.1.1.5 Google Search Console is a free service offered by

Understand that data breaches can not only damage your business but your brand if publicly discussed
Google that helps you monitor and maintain your site’s
presence in Google Search results.
 Technical Optimization
Diagnosing technical issues with Google Search Console

6.1.1.5
Understand that data breaches can not only damage your business but your brand if publicly discussed
 Technical Optimization
Crawlability optimization in five steps

1. Minimize site errors

6.1.1.5
2. that
Understand Use redirects wisely can not only damage your business but your brand if publicly discussed
data breaches

3. Create and submit an up-to-date XML sitemap

4. Minimize duplicate content

5. Check for indexed pages

 Technical Optimization
Step 1: Minimize site and URL errors

6.1.1.5
Understand that data breaches can not only damage your business but your brand if publicly discussed
 Technical Optimization
Step 2: Use redirects wisely

6.1.1.5
301 302 Meta Refresh
Understand that data breaches can not only damage your business but your brand if publicly discussed

‘Moved ‘Found’ or ‘If you are not

permanently’ ‘Moved redirected in five
Temporarily’ seconds, click
here.’
 Technical Optimization
Step 3: Create and submit an up-to-date XML sitemap

6.1.1.5
This site has an index rate of
Understand that data breaches can not only damage your business but your brand if publicly discussed
around 12%, meaning that the
majority of pages submitted in the
XML sitemap are not included in
Google’s index
 Technical Optimization
Step 4: Minimize duplicate content

6.1.1.5
Understand that data breaches can not only damage your business but your brand if publicly discussed

Search engines They will not index

prefer to index duplicate content or place
unique content it in a secondary, lesser user
index
 Technical Optimization
Step 5: Check for indexed pages

This will show whether the page

was indexed, and if so, when it
6.1.1.5 was indexed and what the page
looked like
Understand that data breaches can not only damage your business but your brand if publicly discussed

Or, copy the URL and paste it into the address

bar of Chrome with cache: before it e.g.
Select cached from cache:https://www.facebook.com
green triangle icon
next to URLs in
Google
 Technical Optimization
Technical SEO ranking factors

6.1.1.5
Understand that data breaches can not only damage your business but your brand if publicly discussed

HTTPs

Mobile
Site Speed Friendliness HTTPs
 On-Page Optimization
On-Page Optimization is the process of ensuring your
content is relevant and provides a great user
experience. In the past, many businesses approached
6.1.1.5
it as simply keyword stuffing – mentioning their
keywords
Understand as many
that data times as possible
breaches can notwithin
onlythedamage your business
content.
but your brand if publicly discussed

REVEAL MORE
 Tools Used for On-Page
Optimization

SEOptimer, SEO SiteCheckup and, Mozbar are

free SEO tools that can be used to scan the
6.1.1.5
HTML ofthat
Understand a web page
data and identify
breaches canimportant
not only damage your business
on-page elements, allowing you to quickly
but your brand if publicly discussed
check whether the page has been optimized or
not.

Mozbar is a Chrome and Firefox

extension created by Moz.com. It has
more functionality in Chrome, as do
many other SEO browser extensions.
 Categories of On-Page Optimization
Pre-click
Ensuring your content is relevant and provides a great user
experience
Pre-click on-page optimization is what is visible to the
user before they click on a result on the search engine
6.1.1.5 results page. This includes the:
Understand that data breaches can not only damage your
business but your brand if publicly discussed • Title tag
Pre-click • URL
• Meta description

Post-click As you’d expect, part of this process involves

encouraging the searcher to click on your listing, rather
than on the others.
 Title Tags Optimizing title tags

6.1.1.5
Understand that data breaches can not only damage your business but your brand if publicly discussed
Importance of Title Tags

Heavy Weight Higher Rankings First View

They are a heavy weight on- Getting them right has a They are displayed as a blue
page SEO signal, and the direct impact in higher clickable link and are the
single most important place rankings. first thing a searcher sees.
to include keywords.
Optimizing Title Tags

Work in Keywords It is important to get the right blend of keywords when

optimizing title tags. One of the reasons keyword research
is prioritized is for title tag optimization.
Use the Space Provided
Here are some tips:

• Include main (primary and secondary) keywords

Be Descriptive and Engaging • Position main keywords nearer the beginning
• Avoid keyword stuffing

Other Tips
Optimizing Title Tags

Keyword Priority

snowboard sizing P1

snowboard size guide P2

snowboard size P2

what size snowboard do I need P3

snowboard size chart P3

snowboard size calculator P3

snowboarding size chart P3

snowboard sizes P3
Meta Description Tags Meta description tags are only visible in the SERPs and the source code. You
cannot see them when you are viewing the main content of a page.

Meta description tags are the short snippet of

descriptive text below the URL in SERPs.
Importance of Meta Description Tags

Bolded Search Terms

Medium Weight Promote Click-through
Encourage Click-throughs

They are a medium weight They play a big role in If the searched term (or
on-page SEO signal but enticing the user to click- synonym of it) is mentioned in
don’t have a direct impact through to your listing the meta description it gets
on higher rankings. bolded which encourages
click-throughs
 Optimizing Meta
Short and
Description Tags Concise
Keywords
Descriptive
and Engaging

Ways to optimize your meta description tags

6.1.1.5
Understand that data breaches can not only damage your business but your brand if publicly discussed

• Max desktop: 156 characters (around two

short sentences)
• Max mobile: 115 characters
• Use the SERP Preview tool to test length
 Optimizing Meta
Description Tags

This example is displayed in the Portent

SERP Preview Tool. The user searched
6.1.1.5
for ‘snowboard sizing’, and even though
Understand
that exactthat dataisn’t
phrase breaches cananot only damage your business but your brand if publicly discussed
mentioned,
close variant is – ‘snowboard size’ – so
Google has bolded the text. When text
is bolded, it improves the chances of
the listing being clicked on.
URLs Building trust and authority for your page and URL

Uniform Resource Locators

(URLs) are web addresses
seen in SERPs.
Importance of URLs

Light Weight Attract Click- Search Engines Index

throughs

They are a light weight on- They are seen in the search Search engines index and
page SEO signal. results so they can attract retrieve pages based on the
click-throughs when URL.
relevant.
 Optimizing URLs URLs are often generated from the main heading of the page. This is good
as a default because relevancy is added. But the downside is that they
often become long and repetitive and need to be shortened.

Keywords Keep Short and URLs Stick to Conventions

Concise

• Include main keyword or • Around 70 characters
before truncation
a close variation
• Use the SERP Preview
tool to test length
• Set URLs right at the • Use dashes ‘-’ instead of
beginning underscores ‘_’ to separate
words
• Use lowercase characters
 Optimizing URLs URL relevancy scores

6.1.1.5
Understand that data breaches can not only damage your business but your brand if publicly discussed

2
 Key Elements for Post-Click
On-Page Optimization

6.1.1.5
Understand that data breaches can not only damage your business but your brand if publicly discussed

Headings Main Body Copy Images

Headings Using headings on your web page
 Importance of Headings

1 Users scan a page's headings before deciding whether to read

the whole page

6.1.1.5
Understand that data breaches can not only damage your business but
your brandThey are a medium weight on-page SEO signal and add
2
if publicly discussed
relevancy to the page

3 There are six header tags (H1 through to H6) which are used to
outline the hierarchy of content:

• Main heading should be in a H1 tag

• Secondary sub-headings should be in H2 tags
• H3 - H6 tags aren't used as often in body copy but work
in the same hierarchal sub-heading way
 Optimizing Headings Tailoring Targeted
User First Keywords to
Methods used to optimize headings Page Type Keywords

6.1.1.5
Understand that data breaches can not only damage your business but your brand if publicly discussed

Add headings and sub-headings that are

meaningful to the user first, not for SEO.
 Optimizing Headings

Two exact keywords from a targeted list to help the user

Snowboard Sizing
6.1.1.5
Understand that data breaches can not only damage your business but
your brand if publicly discussed

What Size Snowboard Do I Need?

 Main Copy
Why is the main copy important?

Snowboard Sizing
6.1.1.5 • Where users should find what they are looking for
1

Understand that data breaches can not only damage your business but
2• High weight on-page SEO signal
your brand if publicly discussed
•
3 Also known as body text

•
4 Can include hyperlinks
What Size Snowboard Do I Need?
•
5 Features after the main heading

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 Keyword Density
Matt Cutt says:

1• No ideal keyword density formula

6.1.1.52• Don’t over-optimize and load too many

Understand that data
keywords breaches can not only damage your
into content
business but your
3• Include brand you
keywords if publicly
want to discussed
rank for
4• Include keywords in a natural way to
enhance readability

PLAY THE VIDEO

Optimizing Main Copy

Length Keyword Usage

There are no strict guidelines on length:

1 It should meet the user’s expectations and contain what they have searched for
2 It should also be long enough so that search engines can understand what the page is about
Hyperlinks in the Main Copy
Relevance
Linking to pages with descriptive and
easy-to-understand anchor text will pass
more relevancy to the receiving page, so
make sure you are linking to your
important pages regularly.
Linking to pages internally
Reputation
Linking to pages internally is important for
increasing reputation, so the more internal
links your web page has, the more important
it is deemed to be and it will stand a better
chance of ranking.
 Images

Image optimization is important Snowboard Sizing

•1 It is a light-weight on-page SEO signal and

6.1.1.5 adds relevancy to the page
Understand that data breaches can not only damage your business
•2 brand
but your Alt text if
is publicly
often readdiscussed
out to visually-impaired
people through screen readers
What Size Snowboard Do I Need?
 Optimizing Images
Description in Meaningful Web-friendly
the Alt Text Filenames Images
1• Light-weight on-page ranking signal

2• Adds relevancy but often overlooked

6.1.1.5
Understand that
3• Helps datareader
screen breaches
users can not only damage your business but your brand if publicly discussed
Add a description in the Alt text

• Try to accurately describe the image; this

sometimes means including keywords
• Make them concise, typically two to five
words.
 Optimizing Images
Alt text and filenames should be descriptive and accurate.

Alt text:
6.1.1.5
Snowboard sizing

Understand that data breaches can not only damage your business but your brand if publicly discussed
Filename:
Snowboard-measurement.jpg
Off-Page Optimization

Enhancing a website’s search engine rankings

through activities outside of the website

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Off-Page Optimization Tools

Link Explorer, Majestic SEO, and Ahrefs are SEO

tools that you can use to analyse both your
own backlinks and your competitors’ backlinks.
They all offer a freemium model, which means
you can get a free account and use some of the
functionality for free.
Backlinks

Increasing the number of backlinks to your site is one

of the key SEO goals. A backlink is an incoming
hyperlink from one web page to another website.
When a website receives a link from an external
website (backlink), some reputation is passed to it. It
acts as if one webpage is voting that the page it links
to is credible.

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Types of Backlinks
Topical High Authentic
Backlinks Authority Backlinks

Types of backlinks that add to your website’s reputation

Topical backlinks are relevant to your industry and

are likely to bring in relevant referral traffic.
PageRank

PageRank is an algorithm used by Google Search to rank

websites in their search engine results.
According to Google, PageRank counts the number and
quality of links to a page to determine a baseline
estimate of the importance of a website.
As such, more important websites are likely to receive
more links from other websites.
Measuring PageRank of a URL

Moz’s Link Explorer Ahref

Moz’s Link Explorer offers:

• Page Authority, a page ranking score ranging from 1 to 100 that predicts how well a specific page will rank on
SERPs

• Domain Authority, a search engine ranking score ranging from 1 to 100 that predicts how well a website will
rank on SERPs
Role of Social Media in the Context
of Backlinks

•1 Links within social media are also known as social signals

•2 They tend not to pass reputation or PageRank so they are

different to backlinks

•3 The more views you receive, the more likely a person will link
to your website from their website, in the form of a backlink
Link Explorer

Link Explorer is a tool provided by Moz that allows

you to research where a website has got its
backlinks from. This may be the site you look after,
a competitor, or any other site that you wish to
research. The backlinks are ordered by Page
Authority, so according to Moz, you should get the
most important ones first.

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SEO Action Plan
Mini technical SEO audit

• Have a website in mind

• Make a note of the homepage URL and

a relatively new URL; for example, the
latest blog post
SEO Action Plan
Check if a URL has been indexed

Type “cache:www.yourdomain.com/page1 into Chrome’s

address bar or a Google search
e.g. cache:https://digitalmarketinginstitute.com/
SEO Action Plan
Check if a URL passes the Google Mobile-Friendly Test

Check if both URLs

pass the Google
mobile-friendly test
SEO Action Plan
Check if a URL passes the two second page load test

Check if both URLs pass the two second page

load test

• Use https://tools.pingdom.com
• Select the test location that’s closest to
your location
SEO Action Plan
Review site and URL errors in Google Search Console

If you have access to Google Search

Console, review whether the website
has any URL and/or site errors
SEO Action Plan
On-page optimization planner
SEO Action Plan
Off-page optimization and competitor research

Homepage Domain Root Domain

Sites Authority Links
Page Authority
Pick a website and three
www.yourdomain.com 44% 42% 105
competitors to benchmark key
www.competitor1.com 40% 39% 97 Moz backlinks metrics

www.competitor2.com 54% 54% 144

www.competitor3.com 67% 71% 999

SEO Action Plan
Off-page optimization and competitor research

Tweak filters to include ‘this

root domain’, ‘only
external’ and ’only follow’

Pick top three backlinks

from each competitor
(not necessarily by top PA
backlinks)
Traffic Sources
Monitor the sources of traffic to your website

Direct Traffic Referral Traffic Organic Traffic

• Type in URL • Visitors from • Visitors from

• Bookmark URL other websites search engines
• Untagged emails • Backlinks • Unpaid traffic
• Links from PDFs
Types of SEO Metrics
Measuring SEO success

Referral traffic

Organic Traffic

Conversions
and sales
Keyword Link building KPIs
Rankings
 Keyword Rankings
Tools used for keyword ranking

6.1.1.5
Understand that data breaches can not only damage your business but SEMRush is the leading tool for competitor keyword
your brand if publicly discussed research. While SEMRush offers some functionality
for free, the majority of features – including keyword
rankings – require a subscription.
SEMRushh SEOmonitor

Whatsmyserp.com Wincher

ProRank Tracker
 Organic Traffic

Organic traffic is best measured in Google

Search Control or integrated into a web
analytics tool like Google Analytics. In the
6.1.1.5acquisition tab of Google Analytics we can
Understand
see the that
Search data breaches
Console Reportcan
whichnotis only damage your business but
your brand if publicly
specifically for SEOdiscussed
measurement of traffic
impressions, search queries landing pages 1
and some rank information.
2

3
 Conversion and Sales
It is possible to have good keyword rankings and
traffic but low or no conversions, goals or sales.
This may indicate that the keyword research and
6.1.1.5SEO strategy was wrong. Conversions and sales
metrics are often considered the most important
Understand that data breaches can not only damage your business but
SEO success metrics as they tend to be the most
your brand
closelyifaligned
publicly discussed
to the business goals.

In Google Analytics, a conversion can be

measured through Goals. This can include
lead generation – for example, newsletter
sign ups, PDF downloads, and brochure
requests.
Referral Traffic Monitoring referral traffic to measure SEO success
 Link Building KPIs

Increasing the total number of backlinks, and

the total number of root domain links, from
6.1.1.5the right types of site, is a good metric
because backlinks are one of the most
Understand that data breaches can not only damage your business but
important aspects that lead to SEO success.
your brand if publicly discussed

Link Explorer is part of the

Moz SEO toolset. It’s
specifically for link analysis
Measuring Success
How to use metrics to measure performance

Keyword Traffic Conversions Links

Rankings
Monthly organic Total number of Number of
Keyword rankings
traffic and referral monthly external links
for a targeted list
traffic year-on- conversions
of keywords
year
Measuring Success
What to do when SEO performance falters

Technical On-Page Off-Page

• Does Google Search • Have you followed • Does your site lack
Console report URL best practice in domain authority?
errors? optimizing keywords • Do your key landing
• Are your key landing into key landing pages lack page
pages indexed? pages? authority?
• Have you avoided • Does your site lack
keyword stuffing? backlinks?
Amornpong Vachiramon

av@vplanetgroup.com

Id: 0818268458

@dr.amornpong

dr.amornpong

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