Last week, I gave a 45-minute presentation at eMetrics London on a variety of analytics for SEO topics. The presentation slide deck is embedded below:

Metrics for SEO by Rand Fishkin (eMetrics London 2010)

The presentation went into more depth in person, but topics included:

Some basics:

• Measuring traffic against macro query growth
• Measuring against search market share
• Measuring against temporal trends
• Keyword selection based on traffic quantity, quality and difficulty of ranking
• Choosing keyword messaging to optimize conversion rate
• Tracking CTRs on search results
• Identifying crawl errors using a variety of tools
• Tracking rankings - when, where and why it's useful 

A handful of intermediate level tactics:

• Getting beyond "last-click" attribution
• Evaluating indexation for SEO
• Tracking vertical search results using filters

And some more advanced items:

• Evaluating metrics for predicting search results ordering and valuing links/content
• Applying metrics to improve your SEO
• Valuing social media together with search
• Discussing the relative impacts (both primary and second-order effects) that social has on rankings

Happy weekend everyone!