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Enterprise SEO Metrics & How to Report On Your Successes



Enterprise SEO metrics are key performance indicators (KPIs) used to measure the effectiveness of your SEO efforts. Monitoring these metrics helps you prove value and shows the success of your SEO program.

You’ll create a lot of different SEO reports for a lot of different people in an enterprise environment. Let’s look at some of the reports you’ll want to create and the metrics to include in them for different people.

Money is what businesses care about. It’s the end result of all of your SEO efforts. If you can show your SEO initiatives had an impact on the bottom line of the business, then you’ll get more buy-in and resources.

You want to report on revenue, or any metrics that are closely related to money. Most of this is going to come from your own business data.

Here are some enterprise SEO metrics related to money:

  • Revenue. This is as direct of a number as you can get. It’s not often easy to get to though. In many cases, you’ll be combining data from a lot of sources and taking partial credit as part of a multi-touch attribution system.
  • Sales Qualified Leads (SQLs). These are leads your sales team has determined are potential customers.
  • Marketing Qualified Leads (MQLs). Leads generated from marketing.
  • Conversions. When a lead has performed some action you wanted them to take.
  • Customer Lifetime Value (LTV). The average revenue a customer will generate over their lifetime with a business.
  • Customer Acquisition Cost (CAC). The total cost of acquiring a new customer.
  • Opportunity value. For these, you typically create a few scenarios saying if I do these things, this is what I forecast the results will be. So if you want to do a project like cleaning up redirects, you can say this is the number of links you’ll reclaim, this is the value of a link or cost of buying a link, and you can come up with a value number for the project.
  • Return on Investment (ROI). This is how much you make in return for an investment of money after you account for your costs. You may see this as a yearly number or based on things like the total lifetime value of a customer.
  • Cost efficiency. Saving money can be as important as seeing an increase in revenue. Typically you will find synergies with PPC and SEO teams such as using the same landing page for both instead of each team creating their own pages. Or you may choose to cut spending on paid ads for branded terms if no competitors are bidding on them, since that traffic will just go to organic instead.

In an enterprise environment, you’ll be fighting other teams for resources or budget. You need to be able to show why your company should invest more in SEO vs. other channels. If another channel is better at showing their value, they will get additional funding that could have gone to your team and your initiatives.

Check out our guide on enterprise SEO for more tips on how to be successful in this environment.

Another way to get buy-in at companies is to compare your site vs. your competitors. This relies on a more emotional sales play. No one wants to lose to their competitors!

If you can show that you’re losing or falling further behind on various SEO metrics, it makes it much easier to argue for additional funding and resources to carry out the projects you believe will have the biggest impact.

Market landscape view

For a high-level overview of the competitor landscape that is visually appealing, check out the Organic Competitors report in Ahrefs’ Site Explorer. This shows you three different metrics at a glance including Organic Traffic Value, Organic Traffic, and the number of pages on the site. You can also use a list of custom sites for the visualization if there are certain competitors you want to show.

Market landscape via of competitors, via the Organic Competitors report in Ahrefs' Site Explorer

You can add a date comparison such as this year vs. last year to show how the market has evolved over a period of time.

Market landscape via of competitors with date comparison, via the Organic Competitors report in Ahrefs' Site ExplorerMarket landscape via of competitors with date comparison, via the Organic Competitors report in Ahrefs' Site Explorer

The report will also work with more than just domains. You can plug in a specific website path or page if you’re reporting to a particular group or product team and need a more narrow view.

Competitor SEO scorecards

Competitor SEO scorecards offer an in-depth view of your performance against competitors, showcasing areas of strength and areas for improvement.

These can be done a number of different ways. You’ll often see some all-in-one scorecards with different sections like website health, visibility, and links. Other times these will be individual scorecards broken out into different sections. They typically include changes to the values such as MoM or YoY numbers.

Some metrics you may want to include in a competitor scorecard:

  • Share of Traffic Value (SoTV)
  • Share of Voice (SoV)
  • Traffic Value
  • Traffic
  • Organic Pages
  • Links
  • Referring Domains
  • Website Health
  • Core Web Vitals
  • Average Content Scores

SoV is commonly used, but I feel like I should explain SoTV since I haven’t seen this mentioned anywhere before. SoTV takes SoV a step further by equating it to money, which execs would like more. It helps identify your share of valuable traffic instead of traffic in general. I believe it is a stronger metric than SoV to use for reporting, but you could use both.

Our Traffic Value metric is what it would cost to buy ads for all of the organic traffic you get. The formula to calculate SoTV would be similar to calculating SoV. Here’s the calculation:

Your Traffic Value / (Total of your Traffic Value + the Traffic Values of each of your competitors) x 100

We don’t have exactly what I’d want for a competitor scorecard view in Ahrefs yet, but the data exists in many parts of the tool and you could pull the data with the API to create your own scorecard. We also have some views that are close like the competitor view on the Dashboard.

Competitor SEO scorecard, via the Dashboard in Ahrefs' Site ExplorerCompetitor SEO scorecard, via the Dashboard in Ahrefs' Site Explorer

Compare individual metrics

You may want to show individual metrics over time vs. competitors. The main chart in Overview is made to do exactly that. You can compare multiple metrics including:

  • Organic traffic value
  • Organic traffic
  • Referring Domains
  • Domain Rating
  • Organic pages
Comparison of SEO metrics against competitor websites, via the Overview report in Ahrefs' Site ExplorerComparison of SEO metrics against competitor websites, via the Overview report in Ahrefs' Site Explorer

These individual metrics can also be forecast forward to estimate the future state. We have an entire post on SEO forecasting with a bunch of different scripts that let you forecast different metrics vs. competitors. This is a powerful view for getting buy-in on projects and can be done at the site or the page level.

Forecasting can be done with a number of SEO metrics including:

  • Traffic value
  • Traffic
  • Links
  • Referring Domains
SEO forecast of traffic value vs. competing domains. SEO forecast of traffic value vs. competing domains.
SEO forecast of traffic value vs. competing domains. Use my SEO forecasting guide to create one of these for yourself.

If you’re doing more traditional opportunity forecasting to sell content creation initiatives, check out our custom CTR curve models based on your own Google Search Console (GSC) data in the GSC Overview report in Rank Tracker. There are some templates to help with this type of forecasting in the previously mentioned forecasting post.

Custom CTR curve based on GSC data
Custom CTR curve based on GSC data

Content opportunities

You can use the Content Gap tool to find these opportunities, but you may see some repeated opportunities because of similar keywords. We will update this to add clustering and help reduce this extra noise.

Content Gap report in Ahrefs' Competitive Analysis toolContent Gap report in Ahrefs' Competitive Analysis tool

For now, you may want to export the keywords from the Content Gap tool and paste them into Keywords Explorer. Then go to the “Clusters by Parent Topic” tab. This should give you actual content opportunities you may not be covering.

Clusters by Parent Topic via Ahrefs' Keywords ExplorerClusters by Parent Topic via Ahrefs' Keywords Explorer

You can take these opportunities and the total volume of the clusters to use in your forecasts to come up with more accurate forecasts than those that use just one term per page. You could also just look at our Traffic Potential (TP) metric to get an idea of how much traffic a page might get.

Competition monitoring

You can use Content Explorer to keep an eye on your competitors’ newly-published pages and pages that they have updated.

Content Explorer showing new and republished competitor contentContent Explorer showing new and republished competitor content

If you create a Portfolio on the Dashboard that includes competing websites, you end up with some pretty interesting views in other reports. For instance, you can get winners and losers for pages and keywords across all of your monitored competitors.

Top winners and losers for competing pages, via the Dashboard in Ahrefs' Site ExplorerTop winners and losers for competing pages, via the Dashboard in Ahrefs' Site Explorer

You can also see new and lost pages and keywords to see what is working well for your competitors and what they’re getting rid of.

New and lost competitor pages, via the Dashboard in Ahrefs' Site ExplorerNew and lost competitor pages, via the Dashboard in Ahrefs' Site Explorer

Your boss and execs usually want to know what you and your team are working on and how things are going. For instance, you might report on the progress of any initiatives like 3/9 planned projects completed, you improved website health by three points, etc.

You might also want to create impact reports. For example, let’s say you’re running A/B tests for related things in a group of pages. By adding these pages to a Portfolio on the Dashboard, you’ll be able to see improvements or compare any two dates to better see the impact of your testing.

Almost every company has projects around creating new pages or updating existing pages, so you could report the numbers for those. This type of report could really include anything like indexing issues fixed, outreach emails sent, etc.

You might want to create these in scorecard views as well so that you can see the progress different products or groups are making towards initiatives. That way you can see if someone or some group is stuck and figure out how you can help them make progress.

Knowing what to prioritize is the hardest part of SEO. We created the Opportunities report to help you work on things that will move the needle. If you’re not sure where to start, look at these reports and measure progress towards the opportunities shown and you will likely show a lot of success to your stakeholders. This report is a great starting point for an enterprise SEO audit.

Opportunities report in Site Explorer shows the biggest opportunities to improve your SEO performanceOpportunities report in Site Explorer shows the biggest opportunities to improve your SEO performance

You could also work with the in-house team or the dev team if you are in-house to create a visualization of what you consider the most important and impactful SEO projects. I normally use an impact / effort matrix for this to show how hard projects are and their estimated impact. Based on their coordinates, it’s easy to see which projects you should prioritize.

Use an impact / effort matrix to help you prioritize your SEO projectsUse an impact / effort matrix to help you prioritize your SEO projects

In most of our reports, we have an API button that will let you pull the data needed from the reports to re-create the visuals we have or any custom ones you want to create in your own reporting platform. We tried to make this as easy as possible for everyone. You can also check our API documentation for any custom data pulls you might want to make.

Ahrefs API button shows how to pull data from all of the reportsAhrefs API button shows how to pull data from all of the reports

We also have Looker Studio templates you can use to create your reports. These are customizable and well documented.

Looker Studio report templates for various SEO dataLooker Studio report templates for various SEO data

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Google To Upgrade All Retailers To New Merchant Center By September




Google To Upgrade All Retailers To New Merchant Center By September

Google has announced plans to transition all retailers to its updated Merchant Center platform by September.

This move will affect e-commerce businesses globally and comes ahead of the holiday shopping season.

The Merchant Center is a tool for online retailers to manage how their products appear across Google’s shopping services.

Key Changes & Features

The new Merchant Center includes several significant updates.

Product Studio

An AI-powered tool for content creation. Google reports that 80% of current users view it as improving efficiency.

This feature allows retailers to generate tailored product assets, animate still images, and modify existing product images to match brand aesthetics.

It also simplifies tasks like background removal and image resolution enhancement.

Centralized Analytics

A new tab consolidating various business insights, including pricing data and competitive analysis tools.

Retailers can access pricing recommendations, competitive visibility reports, and retail-specific search trends, enabling them to make data-driven decisions and capitalize on popular product categories.

Redesigned Navigation

Google claims the new interface is more intuitive and cites increased setup success rates for new merchants.

The platform now offers simplified website verification processes and can pre-populate product information during setup.

Initial User Response

According to Google, early adopters have shown increased engagement with the platform.

The company reports a 25% increase in omnichannel merchants adding product offers in the new system. However, these figures have yet to be independently verified.

Jeff Harrell, Google’s Senior Director of Merchant Shopping, states in an announcement:

“We’ve seen a significant increase in retention and engagement among existing online merchants who have moved to the new Merchant Center.”

Potential Challenges and Support

While Google emphasizes the upgrade’s benefits, some retailers, particularly those comfortable with the current version, may face challenges adapting to the new system.

The upgrade’s mandatory nature could raise concerns among users who prefer the existing interface or have integrated workflows based on the current system.

To address these concerns, Google has stated that it will provide resources and support to help with the transition. This includes tutorial videos, detailed documentation, and access to customer support teams for troubleshooting.

Industry Context

This update comes as e-commerce platforms evolve, with major players like Amazon and Shopify enhancing their seller tools. Google’s move is part of broader efforts to maintain competitiveness in the e-commerce services sector.

The upgrade could impact consumers by improving product listings and providing more accurate information across Google’s shopping services.

For the e-commerce industry as a whole, it signals a continued push towards AI-driven tools and data-centric decision-making.

Transition Timeline

Google states that retailers will be automatically upgraded by September if they still need to transition.

The company advises users to familiarize themselves with the new features before the busy holiday shopping period.

Featured Image: BestForBest/Shutterstock

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Meta AI Introduces AI-Generated Photos to All Platforms




Meta AI Adds AI-Generated Images to Social and Messaging Platforms and Expands Availability to More Languages and Countries

Meta just released multiple updates to Meta AI which brings advanced image generation and editing capabilities directly to Facebook, Instagram and WhatsApp feeds, plus availability in more countries and languages.

New Meta AI Creative Tools

Meta AI is bringing AI generated and AI Edited photography that can be generated at the moment a user is making a post or sending a message with a new tool called Imagine Me.

Imagine Me is a prompt that can be used to transform an uploaded image that can be shared. This new feature is first rolling out as a beta in the United States.

Meta explains:

“Imagine yourself creates images based on a photo of you and a prompt like ‘Imagine me surfing’ or ‘Imagine me on a beach vacation’ using our new state-of-the-art personalization model. Simply type “Imagine me” in your Meta AI chat to get started, and then you can add a prompt like “Imagine me as royalty” or “Imagine me in a surrealist painting.” From there, you can share the images with friends and family, giving you the perfect response or funny sidebar to entertain your group chat.”

New Editing Features

Meta products like Facebook, Messenger, WhatsApp and Instagram now have advanced editing capabilities that allow users to add or remove objects from images, to change them in virtually any manner, such as their example of turning a cat in an image into a dog. A new Edit With AI button is forthcoming in a month that will unlock even more AI editing power.

Adding AI generated images to Facebook, Instagram, Messenger and WhatsApp within feed, posts, stories, comments and messages is rolling out this week in English and coming later to other languages.

Screenshot of a Facebook user adding an AI generated image into their post

Meta AI In More Countries And Languages

Meta AI is now available in seven additional countries, bringing the total countries to to 22. It is also available in seven more languages.

List of Seven Additional Countries:

  1. Argentina
  2. Cameroon
  3. Chile
  4. Colombia
  5. Ecuador
  6. Mexico
  7. Peru

Meta AI is now also available in the following seven additional languages:

  1. French
  2. German
  3. Hindi
  4. Hindi-Romanized Script
  5. Italian
  6. Portuguese
  7. Spanish

Advanced Math And Coding

Meta AI is making their most advanced model, Llama 405B, available for users to take advantage of its advanced reasoning abilities that can answer complex answers and excells at math and coding.

Meta AI writes:

“You can get help on your math homework with step-by-step explanations and feedback, write code faster with debugging support and optimization suggestions, and master complex technical and scientific concepts with expert instruction.”

Read the official announcement:

Meta AI Is Now Multilingual, More Creative and Smarter

Featured Image by Shutterstock/QubixStudio

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System Builders – How AI Changes The Work Of SEO




Kevin Indig's Growth Memo for SEJ

AI is terraforming tech. The content and SEO ecosystem is undergoing a massive structural change.

Human-written content gains value faster for LLM training than for end consumers as the pure profit licensing deals between LLM developers and publishers show.

Publishers struggle to survive from digital subscriptions but get millions that go straight to their bottom line for providing training data.

Content platforms, social networks, SaaS companies and consumer apps coat their products with AI. A few examples:

  • Spotify DJ (AI-generated playlist).
  • AI Overview (AI answers in Google Search).
  • Instagram AI personas (celebrity AI chatbots).
  • Ebay’s magical listing (turn a photo into a listing).
  • Redfin Redesign (try interior designs on real house pictures).
Image Credit: Kevin Indig

The quality of machine-generated content (MGC) challenges human-generated content (HGC). I ran an experiment with my Twitter and LinkedIn followers: I asked them to choose which of two articles was written by a human and which by a machine – and they had to explain their answer.

Only a handful of people figured out that AI wrote both pieces. I intentionally framed the question in a leading way to see if people would challenge the setting or believe that one piece was written by a human if told so.

  • Not an isolated experiment: A survey of 1,900 Americans found that 63.5% of people can’t distinguish between AI content and human content.1
  • People seek help: Google search demand for [ai checker] has reached 100,000 in May 2024 (Glimpse).
  • Dark side: scammers use MGC to make money, as 77% of AI scam victims lost money.2
Search demand for AI checkerImage Credit: Kevin Indig

The quality level of LLMs pushes SEO work towards automating workflows and learning with AI, while writers will take content from good to great instead of zero to one.

Boost your skills with Growth Memo’s weekly expert insights. Subscribe for free!

How AI Changes The Work Of SEOImage Credit: Lyna ™

System Builders

Clients, podcasters and panel hosts often ask me what skills SEOs need to build for the AI future. For a long time, my answer was to learn, stay open-minded and gain as much practical experience with AI as possible.

Now, my answer is SEOs should learn how to build AI agents and workflows that automate tasks. AI changes the way search works but also the way SEOs work.

AI + No-code Allows SEOs To Automate Workflows

A few examples:

1/ Cannibalization

  • Old world: SEOs download search console data and create pivot tables to spot keyword cannibalization.
  • New world: SEOs build an AI workflow that sends alters, identifies true keyword cannibalization, makes content suggestions to fix the problem, and monitors the improvement.

2/ Site Crawling

  • Old world: SEOs crawl websites to find inefficiencies in internal linking, status code errors, duplicate content, etc.
  • New world: SEOs build an AI agent that regularly crawls the site and automatically suggests new internal links that are shipped after human approval, fixes broken canonical tags and excludes soft 404 errors in the robots.txt.

3/ Content Creation

  • Old world: SEOs do keyword research and write content briefs. Writers create the content.
  • New world: SEOs automate keyword research with AI and create hundreds of relevant articles as a foundation for writers to build on.

All of this is already possible today with AI workflow tools like AirOps or Apify, which chain agents and LLMs together to scrape, analyze, transform data or create content.

Moving forward, we’ll spend much more time building automated systems instead of wasting time on point analyses and catalogs of recommendations. The SEO work will be defining logic, setting rules, prompting and coding.

building automated systems Building workflows with AirOps (Image Credit: Kevin Indig)

You Can Learn (Almost) Anything With AI

I never made the time to really learn Python or R, but with the help of Chat GPT and Gemini in Colab, I can write any script with natural language prompts.

When the script doesn’t work, I can paste a screenshot into Chat GPT and describe the issue to get a solution. AI helps with Regex, Google Sheets/Excel, R, Python, etc. Nothing is off-limits.

Being able to write scripts can solve problems like data analysis, a/b testing and using APIs. As an SEO, I’m no longer dependent on engineers, data scientists or writers to perform certain tasks. I can act faster and on my own account.

I’m not the only one to figure this out. People are learning to code, write and many other skills with AI. We can learn to build AI workflows by asking AI to teach us.

Search demand for coding with AI is explodingImage Credit: Kevin Indig
Search demand for write with AI is explodingImage Credit: Kevin Indig
Search demand for learn with AI is explodingImage Credit: Kevin Indig

When you can learn almost anything, the only limit is time.

The Work Of Writers Changes

Against common belief, writers won’t be crossed out of this equation but will play the critical role of editing, directing and curating.

In any automated process, humans QA the output. Think of car assembling lines. Even though AI content leaps in quality, spot checks reduce the risk of errors. Caught issues, such as wrong facts, weird phrasing or off-brand wording, will be critical feedback to fine-tune models to improve their output.

Instead of leg work like writing drafts, writers will bring AI content from good to great. In the concept of information gain, writers will spend most of their time making a piece outstanding.

The rising quality work spans from blog content to programmatic content, where writers will add curated content when searches have a desire for human experience, such as in travel.

A mini guide to Los AngelesTripadvisor’s attraction pages feature human-curated sections. (Image Credit: Kevin Indig)

Unfair Advantage

As often with new technology, a few first-mover people and companies get exponential value until the rest catch up. My worry is that a few fast-moving companies will grab massive land with AI.

And yet, this jump in progress will allow newcomers to challenge incumbents and get a fair chance to compete on the field.

AI might be a bigger game changer for SEOs than for Google. The raw power of AI might help us overcome challenges from AI Overviews and machine learning-driven algorithm updates.

But the biggest win might be that SEOs can finally make something instead of delivering recommendations. The whole value contribution of SEOs changes because my output can drive results faster.

Survey: ChatGPT and AI Content – Can people tell the difference?

Artificial Intelligence Voice Scams on the Rise with 1 in 4 Adults Impacted

Featured Image: Paulo Bobita/Search Engine Journal

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