A Call To The SEO Industry: Stand Together For Useful Reporting

Want to measure organic traffic? Just take the number of Google Webmaster Tools clicks, average out the CTR by position across all of them, then take the broad match volume of all those terms (because that’s the only volume Google will give you), and then take your position and divide it by CTR and volume. […]

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Want to measure organic traffic?Arnie-MarketingLand-Content-Curation-Tools-Hashtags-and-Keywords

Just take the number of Google Webmaster Tools clicks, average out the CTR by position across all of them, then take the broad match volume of all those terms (because that’s the only volume Google will give you), and then take your position and divide it by CTR and volume.

And viola! There’s your traffic by keyword.

Sound kinda crazy? It is. But it doesn’t have to be that way.

Find out more about the sad current state of SEO analytics, along with my proposal for change, in my latest Marketing Land Analytics & Marketing column.

 


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About the author

Benjamin Spiegel
Contributor
Benjamin Spiegel, Chief Digital Officer, Global P&G Beauty, has nearly 20 years of experience in the technology, advertising and marketing industries. He is known as an innovator, leading the development of strategic solutions that combine data, media, insights and creativity to create disruptive digital solutions that transform brands and businesses. Prior to joining P&G as Chief Digital Officer, Global P&G Beauty, he led the search practice across the GroupM agencies, the P&G business for Catalyst, and most recently served as CEO of MMI Agency. In his current role, Benjamin brings to P&G Beauty his digital expertise, leadership and passion for creating and building leading digital capabilities. He is known as an industry thought-leader. As such, he is a frequent contributor to and speaker at conferences around the world.

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