Tag Archives: KPIs

Role- and activity-based KPIs for scoring online performance 2

24 Oct

Role- and activity-based KPIs for scoring online performance 2

RankTank is designed to deliver search performance Key Performance Indicators (KPIs), not as a SERP tracker or counter (though it can be used for that). It does this by ranking and scoring ownership of the combined value of the Top 20 search results positions, not tracking and counting individual pages. Here we suggest some approaches to setting scorecards  KPIs to meet the needs of various roles and functions within the company.

  • C Suite & Business Leadership: Corporate, holding company, brand, senior executive names and stock symbol ranked against 2 – 4 competitors. KPIs: share of search results value you control for a query for your corporate and brand names versus share controlled by all others.
  • Public and Investor Relations: Corporate, holding company and brand names ranked against 2 – 4 competitors for top keywords and issues. KPIs: share of search results value you control for a query for your corporate and brand names versus share controlled by Consumers, Media and Others; search results ownership on complaint and protest sites, retail investor discussions.
  • Social Media: Corporate and brand names and profiles ranked against 2 – 4 competitors. KPIs: share of social engagement metrics such as Likes, Follows; share of mentions, tags, citations for top keywords; share of corporate or brand-owned profiles versus consumer and other profiles in top Web and social search positions; rate of growth/slowdown in engagement metrics.
  • Marketing: Corporate, brand and product names ranked against 2 – 4 competitors for top keywords and issues in critical categories and topics. KPIs: share of search results value you control versus share controlled by all others; search results ownership on ratings, review, complaint comparison and coupon sites; app stores and gadget sites; sector and company/brand blogs, social networks and communities
  • Brand Management: Brand and product names ranked against 2 – 4 competitors for top keywords and issues. KPIs: share of search results value you control for a query for your brand and product names versus share controlled by Consumers, Media and Others; multiple Web and social search engines.
  • Sales, Advertising and eCommerce: Brand and product names, SKUs, paid media slogans, paid search/Adwords, campaign, QR codes, promotions ranked against 2 – 4 competitors. KPIs: share of search results value you control for a query for your brand and product names versus share controlled by Consumers, Media and Others; share by geographical locations, eTail sites, online partners/resellers,
  • Webmaster: Corporate and brand sites, blogs, portals and platforms ranked against 2 – 4 competitors for top keywords and issues, and against their categories and topics. KPIs: pages indexed for category, topics, brand and product names; pages indexed from brand websites, blogs and other company controlled platforms, # bookmark/tag sites indexed, # of multimedia files indexed (video, image, MP3, podcast) containing your KWs, # pages competing for your KWs.
  • Legal: Corporate, holding company, trademarks and other IP ranked against 2 – 4 competitors. KPIs: share of search results value you control versus share controlled by all others; law firms sites, attorney general, legislator and regulator sites,  brandjacker sites.
  • Human Resources: Corporate and brand names ranked against 2 – 4 competitors. KPIs: share of search results value you control versus share controlled by all others for a query for employment related topics, graduate entry, careers, layoffs, dismissals, hiring; search performance inside social networks and on employment and employer rating sites.
  • Customer Relations: Brand and product names, SKUs, customer contact points ranked against 2 – 4 competitors. KPIs: share of search results value you control versus share controlled by all others for a query for customer issues, billing, invoicing numbers, satisfaction, service locations, help lines, online FAQs and support.

The above are just a sample to kick start thinking about setting activity-specific KPIs based on how search performance (good or bad) impacts those different activities.

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