Comments on: Essential KPIs for Search Engine Optimization http://www.bruceclay.com/blog/2008/05/essential-kpis-for-search-engine-optimization/ SEO and Marketing Blog Sat, 20 Mar 2010 13:43:49 -0700 http://wordpress.org/?v=2.9.2 hourly 1 By: handsome rob http://www.bruceclay.com/blog/2008/05/essential-kpis-for-search-engine-optimization/comment-page-1/#comment-17490 handsome rob Tue, 06 May 2008 13:50:54 +0000 http://www.bruceclay.com/blog-test/2008/05/essential-kpis-for-search-engine-optimization/#comment-17490 <p>While I do understand the point being made about branded vs. non-branded search traffic, I have to say that a disproportionate amount of branded traffic should not be a KPI for anything beyond SEO. A high volume of branded searches generally indicates successful branding and/or PR efforts.</p> <p>Google "soda" and see how many pages of results you have to click through before you find Coke. Google "tissues" and let me know when you find Kleenex.com. Google "search engine" and try to find google.</p> <p>I'm not arguing the value or validity of this KPI -- simply stating that its punch is limited to the microcosm of SEO. Take such a KPI out of that vacuum to its parent, Internet Marketing, and it loses something. Take it all the way up to plain-old Marketing, and... well you get the idea. It's building brands vs. building websites.</p> <p>Personally I'd rather own Coca Cola than be the webmaster of Soda.org. </p> While I do understand the point being made about branded vs. non-branded search traffic, I have to say that a disproportionate amount of branded traffic should not be a KPI for anything beyond SEO. A high volume of branded searches generally indicates successful branding and/or PR efforts.

Google “soda” and see how many pages of results you have to click through before you find Coke. Google “tissues” and let me know when you find Kleenex.com. Google “search engine” and try to find google.

I’m not arguing the value or validity of this KPI — simply stating that its punch is limited to the microcosm of SEO. Take such a KPI out of that vacuum to its parent, Internet Marketing, and it loses something. Take it all the way up to plain-old Marketing, and… well you get the idea. It’s building brands vs. building websites.

Personally I’d rather own Coca Cola than be the webmaster of Soda.org.

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