In the Internet Retailer Top 500 Guide and Search Marketing Guide, you’ll find Conductor’s ‘SEO Score.’ It was developed using the methodology described below, and appears on each retailer’s profile page providing readers with a standardized measure of the retailer’s SEO expertise.
Here at Conductor, we’ve spent a lot of time thinking about SEO as we help our clients with solutions to achieve visibility in natural search. Yet as we set about considering how best to gauge a firm’s SEO effectiveness, we concluded in an ideal world, a firm’s SEO efficacy would be measured by analyzing the analytics for the keywords the firm is attempting to optimize.
Given the understandable reluctance for organizations to share this info externally, we sought to develop an externally-verifiable, metrics based approach to measuring their relative SEO effectiveness and commitment. How, we wondered, could we obtain a holistic view of the SEO effectiveness of an organization from the outside in?
Evaluating SEO Effectiveness Externally to an Organization
We began by considering the elements an organization must be good at to be considered proficient at SEO. We determined there to be three key areas where a firm must excel, and developed a methodology for measuring each while external to the organization:
Final SEO Score
A final SEO score was calculated by summing the three scores. In the small percentage of instances where one of three data points was unavailable for a retailer (e.g they did not have any employees on Linked In) the average of the other two scores was used, and this is noted on their score. Score classification thresholds (‘excellent’, ‘good’, ‘fair’, ‘poor’) were determined by dividing the top score by four.