WEBEX
Documentation
WebEx Documentation V1.01
Name
Prepared by:
Catherine Sambajon
Signature
Date
2012-11-07
Reviewed by:
Approved by:
Subject to change without prior notice
info@acs.com.hk
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Version History
Date
By
Changes
2012-11-07
Catherine Sambajon
●
2012- 11- 19
Catherine Sambajon
●
Version
1.00
Added information
1.01
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Table of Contents
1.0.
Introduction ............................................................................................................ 4
2.0.
Objective ................................................................................................................. 4
3.0.
Using Google Analytics with WebEx...................................................................... 4
4.0.
Using WebEx Computation File ............................................................................. 6
4.1.
4.1.1
4.1.2
4.1.3
4.1.4
4.1.5
5.0.
Formula ........................................................................................................................ 6
Visits ............................................................................................................................. 6
Inquiries ........................................................................................................................ 7
PageRank .................................................................................................................... 7
SERP ........................................................................................................................... 7
To conclude .................................................................................................................. 8
Using WebEx Report File ....................................................................................... 8
5.1. Website Performance Definition of Terms................................................................................. 8
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1.0 INTRODUCTION
SEO or Search engine optimization is a marketing function where goals and objectives are
measurable. It may not be a cure-all for a business, but it perfectly fits into a company’s overall
business strategy in several critical way like visibility (branding), website traffic, lead generation,
reputation management and E-commerce readiness.
With the help of Google Analytics, we can see how visitors found our site, what pages were visited,
how long visitors stayed, among many other facts and figures. To be able to reach company’s goals
and objective, WEBEX was created.
WEBEX is ACS’ in-house SEO scoring process designed to determine the company websites'
performance on the search engine. Measuring the visits, inquiries, PageRank and search engine
results page positions of keywords; we aim to understand/interpret the analytics data that will help us
improve the website’s performance and increase the website’s effectiveness.
2.0 Objective
To determine company websites’ performance on search engines by measuring the most important
metrics.
3.0 Using Google Analytics with WebEx
To get the important metrics that is needed in getting the SEO Score, select a web property from the
Account Home’s list like shown below:
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Once inside the selected web property (in this case we selected acs.com.hk as an example), click
“Home” at the top bar.
Inside web property’s “Home”, a customized dashboard specifically created for WebEx can be seen.
1) Datepicker – Selector of specific period of time that needs to be analyzed.
2) Visits - (or session) are the unique sessions initiated by all the visitors. A visit consists of one
or more web site page views.
3) Top Landing Pages - Which pages on your site are getting how many pageviews. It shows you
which pages are popular and which are not. Helps understand what pages should be focused
on testing and improving.
4) Visits by country - Shows the number of visits by country, sorted by number of visits.
5) Pageviews - are the number of times a web page (an analyst-definable unit of content) is
viewed.
6) Social Source - Indicates visits that arrived to the site from a social source (Google+,
Facebook, Twitter, etc.).
7) Visits by Channel - This shows the site usage data broken down by source and medium,
sorted by visits in descending order.
8) Top Referrers - Path of the referring URL. If someone places a link to the website on
their website, this element contains the path of the page that contains the referring
link where a visit came from. Simply the websites that refer or send visitors to our
website.
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9) Visits’ Traffic – Graphical view of unique sessions initiated by all the visitors.
10) Top Keywords - are the most searched words that visitors used to find the website when
using a search engine. Google Analytics provides a list of keywords that have been searched
by users who found the website.
To get the visit’s overview compared to the previous year, click on “Standard Reporting”. By
adjusting the “Datepicker” and setting it to be compared to a specific date, you will get the graphical
overview similar to the following:
Comparison of Visits/Traffic
4.0 Using WebEx Computation file
The companion document for WebEx Report file is Webex_Computation.xlsx. This is where the
figures for 4 variables of formula will be input and computed that will result to the SEO SCORE.
The excel file is already setup to automatically compute the formula on getting the SEO SCORE.
4.1. FORMULA
Variables
1) Number of visits
Value
30%
2) Inquiries
20%
3) PageRank
20%
4) SERP
30%
SEO SCORE
100%
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To get the SEO score, we determined 4 metrics as seen above.
Note that accurate number of visits can be extracted using Google Analytics tool (Dashboard).
Inquiries received are combined number of inquiries received via web, lead generating websites
(Ebay, Tradekey and Alibaba) and social media sites (likes, fans, followers, comments, sales/product
inquiries). Google gives PageRank to websites as a way of “measuring" its relative importance and
can be checked via online tools like prchecker.info or pagerankchecker.com. And lastly, search
engine results page (SERP) is the listing of results returned by a search engine in response to a
keyword query. SERP can be checked using SEO Powersuite Rank Tracker.
4.1.1 Visits:
To get the value of visits, we have set 50,000 for maximum visits as the benchmark. Monthly visits
divided by the benchmark and multiplying it to 100 will get us base percentage1. Refer to Google
analytics for the accurate figures.
After getting the base percentage, multiply that to 20 then divide to 100 to get the total percentage of
visits that month.
Step 1)
Step 2)
𝑣𝑖𝑠𝑖𝑡𝑠
𝑏𝑒𝑛𝑐ℎ𝑚𝑎𝑟𝑘
(100) = 𝑏𝑎𝑠𝑒 𝑝𝑒𝑟𝑐𝑒𝑛𝑡𝑎𝑔𝑒
𝑏𝑎𝑠𝑒 𝑝𝑒𝑟𝑐𝑒𝑛𝑡𝑎𝑔𝑒 (20)
100
= 𝑡𝑜𝑡𝑎𝑙 % 𝑜𝑓 𝑣𝑖𝑠𝑖𝑡𝑠
4.1.2 Inquiries:
We have 2 parts of inquiries.
WEB - corporate website and lead generating websites
SMM - or Social Media Marketing
Inquiries via WEB:
To get the value of web inquiries, we have set 300 for maximum inquiries as the benchmark. Monthly
inquiries divided by the benchmark and multiplying it to 100 will get us base percentage.
After getting the base percentage, multiply that to 20 then divide to 100 to get the total percentage of
visits’ that month.
Step 1)
Step 2)
𝑊𝐸𝐵 𝑖𝑛𝑞𝑢𝑖𝑟𝑖𝑒𝑠
𝑏𝑒𝑛𝑐ℎ𝑚𝑎𝑟𝑘
(100) = 𝑏𝑎𝑠𝑒 𝑝𝑒𝑟𝑐𝑒𝑛𝑡𝑎𝑔𝑒
𝑏𝑎𝑠𝑒 𝑝𝑒𝑟𝑐𝑒𝑛𝑡𝑎𝑔𝑒 (20)
100
= 𝑊𝐸𝐵 𝑖𝑛𝑞𝑢𝑖𝑟𝑖𝑒𝑠
Inquiries via SMM or Social Media Marketing:
As discussed, included in this are number of likes, comments, followers and fans. As major SMM
campaign, we will use the official Facebook account and Twitter account. To get the SMM value, add
all the figures
4.1.3 PageRank (PR):
1
Made up term for a variable or factor
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To get the value of PageRank, note that there are only 10 ranks set by Google and we will use that as
benchmark. Monthly PageRank divided by the benchmark and multiplying it to 20 will get us total
percentage of PageRank that month.
𝑃𝑅
𝑏𝑒𝑛𝑐ℎ𝑚𝑎𝑟𝑘
(20) = 𝑡𝑜𝑡𝑎𝑙 % 𝑜𝑓 𝑃𝑎𝑔𝑒𝑅𝑎𝑛𝑘
4.1.4 Search Engine Results Page (SERP):
We currently track 4 major keywords for each websites. To get the total value, SERP table was
created where the base percentage can be referred at.2 Note that highest SERP position is 1 and
lowest is 50. The benchmark is also set to 50 because we will be targeting SERP positions within that
value.
Setting “keyword” as K in the equation,
Step 1) 𝐾1 + 𝐾2 + 𝐾3 + 𝐾4 = 𝑏𝑎𝑠𝑒 𝑝𝑒𝑟𝑐𝑒𝑛𝑡𝑎𝑔𝑒
Step 2)
𝑏𝑎𝑠𝑒 𝑝𝑒𝑟𝑐𝑒𝑛𝑡𝑎𝑔𝑒
4(100)
(30) = 𝑡𝑜𝑡𝑎𝑙 % 𝑜𝑓 𝑆𝐸𝑅𝑃
4.1.5 To conclude:
𝑡𝑜𝑡𝑎𝑙 % 𝑜𝑓 𝑣𝑖𝑠𝑖𝑡𝑠 + 𝑡𝑜𝑡𝑎𝑙 % 𝑜𝑓 𝑖𝑛𝑞𝑢𝑖𝑟𝑖𝑒𝑠 + 𝑡𝑜𝑡𝑎𝑙 % 𝑜𝑓 𝑃𝑅 + 𝑡𝑜𝑡𝑎𝑙 % 𝑜𝑓 𝑆𝐸𝑅𝑃 = 𝑺𝑬𝑶 𝑺𝑪𝑶𝑹𝑬
5.0 Using WebEx Report file
To summarize the analytic reports and SEO SCORE, The WebEx Report File
(Webex v1.1_MonthYear.xlsx) must be used. This is an intuitive comprehensive report file where you
can document the overall figures extracted from Google Analytics (Dashboard), WebEx Computation
together with other tools like PageRank checker and Keywords Rank Tracker.
5.1. Website Performance Definition of Terms:
Website Grade- This measures the entire marketing funnel of a website. Site's highest grade is 100.
Can be checked using web app/tool by a marketing authority Hubspot. (Tool usually used is
marketing.grader.com owned by Hubspot)
Search Engine Indexed Pages - refers to the pages on a website that a search engine has explored
and stored. If a page, or site, has not been indexed by a search engine, there is no chance that it can
show up in search engine results. (Tool usually used is marketing.grader.com)
Alexa Traffic Rank - is one of the leading internet statistics engines. It keeps a "top billion" chart,
where every webpage on the planet has its place. Beginning with Google and Facebook, it goes all
the way down to the gazillionth site no one knows about. It's a chart that gives you insight on how
your business is doing through calculating the popularity of your site. Their ranking system is
calculated using a combination of average daily visitors and pageviews to the site over the past 3
months. The site with the highest combination of visitors and pageviews is ranked #1. (Tool usually
used is check-domains.com/website-analysis/website-analyzer.php)
2
See the sheet titled SERP table in the WEBEX Computation file.
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Moz Page Rank - is SEOmoz's link metric that shows how popular a webpage is on the Internet.
(SEOmoz is a leading SEO software developer that provides a robust link intelligence API.) MozRank
represents a link popularity score. It reflects the importance of any given web page on the Internet.
Pages earn MozRank by the number and quality of other pages that link to them. The higher the
quality of the incoming links, the higher the MozRank. Moz Page Rank is scored on a logarithmic
scale between 1 and 10. (Tool usually used is check-domains.com/website-analysis/websiteanalyzer.php)
MozTrust - is SEOmoz's global link trust score. It is similar to MozRank but rather than measuring link
popularity, it measures link trust. Receiving links from sources which have inherent trust, such as the
homepages of major university websites or certain governmental web pages, is a strong trust
endorsement. MozTrust is scored on a logarithmic scale between 1 and 10. (Tool usually used is
check-domains.com/website-analysis/website-analyzer.php)
Google Page Rank - PageRank is what Google uses to determine the importance of a web page. It's
one of many factors used to determine which pages appear in search results. Google Page Rank is
scored on a logarithmic scale between 1 and 10 also. (Tools usually used are prchecker.info,
prchecker.net or a chrome extension aptly named "Page Rank")
Total Links - or backlinks refers to links from other websites that link to your website. In general, the
more backlinks you have, the more authority search engines will assume your site has. It is worth
noting, however, that not all backlinks are equal and backlinks from generic directories that are not
industry-specific can give no benefit at all. (Tool usually used is bluebacklinks.com)
Page Speed Score - measures the loading time of a website. Highest score is 100. (Tool usually used
is tools.pingdom.com)
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