Training Programs

How to Calculate Your Google Visibility Index and Your Email Capture Rate

Program on Negotiation at Harvard Law School’s SEO Attraction and Email Capture Metrics

PON Attraction Metrics

Kim Mateus:
In terms of that Google visibility index that I talked briefly about a minute ago, I wanted to give you an idea [for how this looks at PON]. For this website, the Program on Negotiation at Harvard Law School, they are currently monitoring, managing, and targeting right around 3,000 keyword phrases. And compared to some of our other websites, that’s pretty niche. I mean, this is a very niche website. They write about negotiation, right? We have other websites that are in the food space, or the travel space, and their keyword universe might be more like 10,000, 20,000, it gets really large because it’s not just about, “Oh, yeah, I want to rank on all 3,000 of these phrases,” we do this exercise to size the market as well, and to see how much we’re penetrated into that market.

Kim Mateus:
So, in their case, there’s 3,000 keyword phrases. Those 3,000 keyword phrases, according to Google, have 55 million annual searches happening on them every year. So, basically, the way we start to build this keyword universe is we take those categories that we came up with initially, the BATNA of the negotiation skills, the conflict resolution, kind of those big level buckets, and then you put them into the Google keyword tool, and then it tells you all of the related keyword phrases. And that’s how you build that universe to get to that 3,000 number or whatever your number might be.

Kim Mateus:
This website is now going on 12 years old, it’s a very mature website, and this Google visibility index that we’re looking at of 60% is off the charts, the highest that we have across the entire fleet for a couple of reasons, A, it’s Harvard, they have the most well-known education brand in the world, so, that really helps them. Also, it’s very niche, and they’ve done a great job and they’ve been at this game for 12 years. So, that helps as well. But basically just the math is, 3,000 keyword phrases, there’s 55 million annual searches happening on those 3,000 phrases a year, and then the Program on Negotiation website, the way we calculated, is that they’re being seen, they’re getting 33 million annual impressions against those searches, and that gives them a Google visibility index of around 60%.

Kim Mateus:
And this has grown astronomically since we started tracking this, and you’ll see that at the end, how much this has grown. But hopefully, this gives you a bigger picture idea of how we’re tracking and calculating this concept of a Google visibility index. The next one is the capture metrics. So, again, at the simplest level, what we’re trying to figure out here, and this is all a number you guys can all go easily calculate for yourselves right now is, on any given month, how many visitors are you getting to your website? And we tend to exclude email, because obviously any traffic that’s coming from email means you already have their email address. So, it’s any traffic that’s coming to your website except for email. And then how many net new subscribers, email subscribers did you add in that given month?

PON Capture Metrics

Kim Mateus:
So, for the Program on Negotiation, they have about a 2% email capture rate. And this can be adjusted and improved by doing testing, which they do as well, but this is a very healthy email capture rate for this website. All right, so, that was step one, step two, getting into more of the nitty-gritty is understanding keyword research and keyword targeting. And the biggest fact here is that all keywords are not created equal. So, we’re looking, when we’re trying to figure out what phrases to target, it’s all about finding a balance between how popular that keyword phrase is, aka how much search volume is there on that keyword phrase that you’re trying to optimize for, and then how many organic pages are competing for that phrase. And it’s a balance that you’re trying to strike.


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