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CONTENT SEO PR WEBSITE MARKETING ADV FB GOO

KPI trong Seo: Nhng ch s thn thnh

KPI l g, KPI for SEO l g...? y l nhng cu hi m rt nhiu ngi t ra

nhng c c cu tr li l qu chung chung. V nhn thy rt d dng l rt

nhiu bn cha bit KPI l g v c nn lp KPI cho d n SEO hay khng, hi

vng series c bn ny s gip bn c c kin thc cn thit i xa hn trong

cng vic ca mnh.

KPI l g?

KPI Key Performance Indicator: L cc ch s c a ra sau nhng phn

tch nh gi kt qu cng vic. Ni mt cch n gin th KPI l nhng ch s

m da vo nhng nh qun l s nh gi c hiu qu thnh cng ca mt

d n, nng lc nhn s...

Cng ngy KPI cng c s dng nhiu hn, t vic qun l nhn vin, kt qu



cng vic, cc chin dch d n v sp ti s trin khai ca cng ty...

KPI for SEO l g?

SEO c kh nhiu yu t v qu trnh lm vic, cng nh nhiu c nhn, nhiu

b phn tham gia vo thc hin mt d n. V thng nh qun l s a ra

cc ch s cho tng giai on d n, ch s v doanh thu, v traffic. V tng c

nhn tham gia d n cc ch s ny s dng nh gi hiu qu cng vic ca

cc bn.

Cc KPI trong SEO

Trong SEO c rt nhiu yu t lp KPI, cho nn mnh s chia KPI for SEO

thnh 2 mng chnh:

KPI kt qu

KPI xy dng



V u tin t KPI for SEO th bn phi c mc tiu r rng trong tng

mc thi gian xc nh.

Trong KPI kt qu: y l vn phi r rng t u v nhiu d n SEO c nhng

mc tiu khc nhau, c d n l traffic, c d n l doanh thu, c d n l gii

thiu sn phm thng hiu....

Cho nn nhm KPI kt qu cng c chia tng ng, v bao gm 05 yu t

chnh lp KPI

Th hng t kha

y l yu t thng gp nht trng d n SEO, v cng l yu t d dng thnh

lp nht. Cc KPI theo th hng t kha s l:

S lng t kha

TOP t kha ( Top 10 5 3 - 1 )



Mc thi gian t TOP tng ng

T kha tng gim

lp cc KPI ny bn phi c danh sch t kha, tnh ton c kh v thi

gian ln top ca t kha a ra cc KPI tng ng. V bn nn phn tch k

xc nh danh sch t kha ti u nht cho bn v danh sch t kha m rng

c th c th c c cc KPI tt nht.

lp KPI ny bn cn nm ti thiu nhng yu t:

Danh sch t kha

Lnh vc - kh t kha

Cc mc thi gian thc hin d n SEO t kha

Nhn s thc hin d n

Thi gian hon thnh d n

S lng tng i reseach keyword

V d n gin nh:

SEO 1000 t kha lnh vc thi trang, top 3-5, thi gian 04 thng, thay i tng

gim t kha 5%. Lng tm kim hng thng tng t kha l....

Lu lng truy cp

Vi nhng d n u tin traffic th y l mt KPI rt quan trng. V bn phi c

nhng tnh ton chnh xc a ra cc KPI ng. Thng KPI theo lu lng

truy cp s l:

S truy cp thi gian tht

S truy cp theo ngy/ tun/ thng/ nm

T l thot v thi gian trung bnh trn website

T l quay li ca ngi xem v ngi xem mi

C bao nhiu khch truy cp vo landing page mc tiu



Truy cp n t u

.....

V c cc ch s KPI ny, bn phi phn tch da trn rt nhiu yu t. u

tin l:

Truy cp hin ti ca website bn l bao nhiu ?

Website ca bn c g ( content, fanpage, top t kha) ?

Truy cp n website ca bn n t u?

T l khch hng n t Organic Search ?

Khch hng xem ni dung no nhiu nht trn website ca bn ?

u tin hng u ca khch hng khi truy cp vo website ca bn ?

Tng tc ca khch hng khi vo website ca bn ?

T l khch hng quay li v t l khch hng mi ?

T l chuyn i ?

Mc tiu ca website ny theo tun, thng ?

+ ....

V d n gin nh:

SEO website t 1.000.000 traffic/ thng trong 06 thng ti ( thng 1 bao nhiu,

thng 2 bao nhiu... thng 5 bao nhiu, sau 6 thng bao nhiu), c 80% t Organic

Search t Google, khch hng truy cp ch yu vo landing page ABC. T l khch

hng quay li l 5%, t l chuyn i l 3%, t l khch hng mi l 95%....



Conversion Rate (CR) T l chuyn i

y l mt KPI quan trng trong d n SEO, l con s thu ht cc nh u t b

tin vo d n. Mt CR hp dn s iu quyt nh cc nh u t c quyt

nh s u t hoc m rng d n hay khng.

T l chuyn i khng ch l s khch hng s tr ph cho bn, m cn l cc

thng s v tng tc ca khch hng nh cc like/ comment/ share.... V

ngoi t l chuyn i th bn cn phi tnh vo thm t l khch hng quay li

Cch tnh CR s da trn s traffic chuyn i mang li doanh thu v tng s

traffic truy cp vo website.

Cch tnh CR:



Hoc

Mt d n SEO th phi c t l chuyn i ny phi CAO, v nht l t l chuyn

i khch hng mc tiu. Cho nn vic theo di, phn tch v ti u t l chuyn

i l iu bt buc chin dch SEO c hiu qu cao hn.

V t KPI CR th ta phi nm c l t l chuyn i y:

L khch hng tr ph

L tng tc khch hng (like share comment)

V tng t l chuyn i ny ln th chng ta phi lm rt nhiu vic, ti thiu

l:

Nm c ni c traffic truy cp, t l chuyn i cao nht

Nm c khch hng cn g v ti u li b cc, content, mu sc cho ph

hp

Nhng thay i nh lm tng t l chuyn i nh cc button, khuyn

mi, gim gi c bit...

V d n gin nh:

1000 khch hng truy cp website v c 30 n hng, t l chuyn i s l 3%

Return on Investment ROI ( Li nhun rng so vi chi ph b ra)



C th ni rng tt c mi d n kinh doanh u v doanh thu, cho nn y cng

l KPI quan trng nht. Mt d n d v mc tiu nh th no nhng nu khng

c doanh thu th cng khng th no duy tr c d n. y cng l con s chnh

xc nht o lng thnh cng ca mt d n, hiu qu ca d n mt cch r

rng nht.

V cng thc tnh KPI ROI kh n gin:

Hoc



t ch s ROI th phi phn tch cc yu t chi ph cho chin dch SEO s l :

Chi ph u t d n

Nhn s

Thi gian

C s vt cht

Gi tr gc ca hng ha, dch v

Nhng dng c thit yu

Nhng dng c, thc phm b sung

Nhng s c h hng, thay i

V t c doanh thu cao nht, ngi qun l chin dch phi a ra nhng

chin lc bi bn v theo di, cp nht thng xuyn nhng thay i ti u

ph hp nht. V con s ny c tng hp t nhiu yu t cu thnh cho nn

n lun l mt con s c tnh ton rt k v c con s t ra thng l ti

thiu.

V d n gin nh:

B ra tng chi ph 200.000.000 VN trong thi gian 03 thng cho d n SEO, li

nhun thu c l 3.000.000.000 VN Vy th ROI s l 1500% trong 03 thng

Thng hiu

y l mt ch s lp KPI quan trng m bn phi tnh n khi thc hin d n

SEO. Khi m cng ngy cng c nhiu doanh nghip thc c s quan trng

hnh nh cng ty trn th gii online th cng ngy yu cu v ch s thng hiu

ngy cng cao hn.



Thng hiu c th o lng c bng ph, bng cc kt qu tm kim...

lp KPI thng hiu th phi da vo cc yu t:

Hnh nh cng ty hin th trn cc kt qu tm kim

Kt qu tm kim khi ngi dng tm kim t kha thng hiu

C bao nhiu kt qu hin th khi tm theo thng hiu cng ty

Nhng tin tc bn cho thng hiu ( nu c )

+...

Da vo cc yu t ny bn s lp c cho mnh KPI thng hiu mt cch kh

n gin.

V d n gin nh:

Search top 10 t kha thng hiu c 7 kt qu ca d n, khng c kt qu xu.

Hin th y Google map v phn Google Image cng s l hnh nh tt ca

cng ty.

V y l nhng kin c nhn nn mong nhn c thm cc gp ca cc

bn.



TIP TC PHN 2:

Nh li ha, bi tun trc chng ta ni s qua v KPI for SEO l g v cc

ch s KPI kt qu nh bi vit trn.

Th bi ny chng ta s ni n cc ch s KPI khc:

KPI xy dng

u tin lp ra cc KPI xy dng th ngi lp phi c chuyn mn kh cao, v

nhng KPI xy dng ny chuyn v k thut nhiu v khng th no chn i mt

con s a m n l tp hp ca nhiu yu t a vo, phn tch s liu

sau mi c con s chnh xc

Nhng KPI xy dng ny thng c t ra gim st nhn vin thc hin

cng vic c y hay khng, h c lm ng theo yu cu ca mnh v lm

nhng cng vic c giao.

V mnh s chia nhng KPI xy dng trong KPI for SEO thnh nhiu yu t c

trng theo bn cht cng vic

Danh sch t kha

y l mt trong nhng bc quan trng nht ca d n SEO, l cha kha thnh

cng ca chin dch. Nu bc ny m chn sai t kha th d n s c nguy

c v rt cao. Nhng KPI ch yu ca t kha l:

S lng t kha

S t kha chnh, t kha ph

S tm kim ca t kha



S nhm t kha

S landing page cha nhm t kha

kh t kha

Thi gian ln top 10-5-3-1 ca t kha

Traffic ca t kha khi ln top tng ng

Chi ph ( Nu c, dnh cho dch v SEO) thc hin d n

lp c danh sch t kha v cc yu t t kha th bn phi s dng rt

nhiu cng c h tr v cc tnh ton, th thut c c cho mnh mt danh

sch t kha tng ng vi lnh vc v nhu cu pht trin ca website.

Ty theo tng lnh vc v kh nng ca khch hng m c danh sch t kha v

thi gian thc hin khc nhau. Cng mt lnh vc nhng t kha khc nhau l

chuyn bnh thng, ci quan trng l mc tiu v khch hng hng ti ca bn

l ai. T qua cc bc phn tch bn s c danh sch t kha tng ng

V d: Nhn mt website v sau khi phn tch danh sch t kha c 20 t kha

chnh v 1000 t kha ph. Lng tm kim ca mi t kha (? GA nh). C 20

nhm t kha v 20 landing page tng ng. kh tng t kha tng ng.

Top 10 cn 3 thng, Top 5 cn 4 thng.... Ln top 10 s c khong 10000 traffic/

thng, top 5 c 20000 traffic/ thng.

KPI Ni dung

y l mt KPI quan trng, v bn cht trong qu trnh SEO th content is KING l

iu khng th no chi ci. V nu khng c content chun th d n SEO s

khng thc hin c sun s nu khng mun ni l b b d n.

Cc KPI theo ni dung s l:

S bi/ ngy

S tng tc/ bi



S t kha/bi

Traffic/ bi

T l chuyn i/bi

V lp KPI cho ni dung cn phi nm nhiu yu t:

Bn phi c nh hng content v mt danh sch t kha chun to ra

cc bi vit cht lng c cha cc t kha. Bn phi bit c l content ca

bn ni ti vn no v s tp trung vo vn no, theo tng mc thi gian

c nhng bi vit ph hp tng ng, cng nh cch vit c content hay

v p ng c s ng ngi xem s tha mn v content ca bn cung cp

c nhu cu ca h. V quan trng l bn phi nm bt c kh nng ca nhn

s content ca bn.

V d nh:

Ti c mt ngi vit content ang trong qu trnh th vic, th c th giao KPI v

ni dung tng dn. Tun u yu cu 2 bi, tun sau yu cu 3 bi, tun sau na

yu cu 4 bi.... Mi bi c ti thiu 10 like FB/ 10 g+, 5 bnh lun v 01 chia s.

Traffic sau khi ln top ca bi trong mt tun s t 1000 trafic/ tun v t l chuyn

i th ty lnh vc c th l 1/100 hoc 1/1000.

KPI Lin kt

quan trng ca lin kt trong cc d n SEO l iu khng cn phi bn ci

v xy dng c h thng lin kt cng lun l vn quan tm ca cc

SEOer ln Leader. Cc KPI theo lin kt s c l:

S forum i link/ ngy

S forum i link/ link seo/ ngy

S link i trn forum/ ngy



S link i trn forum/ link seo/ ngy

S forum c index backlink tr v link seo

S link c index t cc forum/ ngy

Tng lng index backlink mi ngy/ link

Tng lng index backlink mi ngy/ web

S link die

S forum i link mi/ tun

...

V lp ra KPI cho lin kt th bn phi nm r c website ang SEO t kha

no, c bao nhiu t kha v bao nhiu landing page SEO, landing page SEO no

va to v landing page SEO no ln top. C bao nhiu forum c th i link v

trust ca nhng form ny, tc index backlink ca nhng forum ny l bao

lu cng nh th thut tng tc index backlink. Ngun forum mi c th i link c

th tm thy qua Google, qua i th, qua cc mi quan h, cc din n....

V d: Hm nay i link trn 20 forum cho 5 landing page, ngy mai i link trn 30

forum cho 6 landing page. Tng lng backlink hin c tr v cho mt landing

page A l 1000, v lng backlink mi tr v page l 50. Tng lng backlink tr

v domain l 30.000 v s backlink mi tr v l 2000. Mi ngy i link trn 5

forum mi

Ti u onpage

website tr nn thn thin vi Google v nhn c thin ca ca Google th

ngi lm SEO phi i qua tng bc thay i, ti u li website ca mnh sao

cho nhn c thin cm ca ti a ngi xem, cng nh cc con b ca

Google khi qut qua website chng ta khng b pht sinh li.

KPI chung l:

Ti u th tiu , m t



Ti u URL

Ti u cc th H nh H1, H2, H3

Ti u t kha khi a vo bi vit, page SEO

Ti u hnh nh

Ti u lin kt ni

Ti u b cc v sp xp khung

Ti u mu sc ton website

Ti u hin th trang ch

Ti u thanh menu, danh mc

Ti u tags

Ti u time loads

Thm m code Google Analytics

Xc nhn Google Console

To v up sitemap.xml ln Google Console

Ti u bo mt, bo v th mc web

To file .htaccess to cc page thng bo li 301, v tng bo mt

To robots.txt vo Google Console

....

hon thnh cc KPI ny th t ngi a ra ln ngi thc hin u phi c

kin thc chuyn mn cao. V KPI mng ny chuyn k thut, v lm c cc

KPI ny th phi phi:

Nm c html, CSS c bn (cng gii cng tt)

Nm c cc thut ng ca SEO onpage

Nm c cc tiu chun ca Onpage

C kh nng m mm tt

S dng tt Googla Analytics v Google Console

Bit to v chnh sa file .htaccess v robots.txt

Bit to v cp nht sitemaps.xml

C kin thc bo mt cng tt



V d: Trong thi gian 10 ngy phi hon thnh Onpage ca website

Bi c ti thiu 01 H1, 02 H2, 03 H3

Hon thnh ton b cc tiu , m t, danh sch t kha.

To xong sitemaps.xml, robots.txt

To xong cc ti khon Google Analytics v Google Console

To xong cc menu, cc danh mc

Hon thnh chnh sa mu sc website

KPI v tng tc Social

Cng ngy Google cng nh gi cao t l tng tc ca ngi dng vi website,

v xem y l mt trong cc yu t nh gi trust ca website, v c kh

nhiu tiu ch s b nh hng bi tng tc sosial ny. Cc KPI y:

KPI v s like/+

KPI v s comment/ chia s ( Facebook/ Google Plus)

KPI v t l Bounrate

Thi gian trung bnh ca phin

S trang / phin

% khch hng quay li website

V nhng KPI lnh vc ny ch yu nh vo cm nhn ngi dng, ngi

dng cm nhn website ca chng ta nh th no s th hin r nht qua cc KPI

ny. Nu mt website c traffic cao v t l tng tc tt, cng nh t l khch hng

quay li v bounrate l tng th khng cn g tuyt vi hn cho mt d n SEO.

V a ra cc tiu ch ny bn phi nm c cc vn ch cht nh SEO

page no, ni dung page l g, quan tm ca ngi dng vi ni dng qua

Google Trend. Ci quan trng nht vn l ni dung v b cc page ca bn c

p ng c nhu cu ca ngi dng.



V d: Mt page cn 10 like/ 10+, 10 comment, 3 share. Bounrate 150s, s trang/phin >3, t l quay li l 10%.



PHN 3:

Hai bi trc chng ta phn tch v ni ti KPI dnh cho kt qu v KPI dnh

cho xy dng. Tht s khi vit ra hai bi ny mnh bit nhiu bn khng hiu v

thy n rc ri qu nn khng quan tm v khng mun c. Vy nn hon tt

seri ny v cc bn hiu hn v chui bi ny mnh mi vit tip phn cui ca

seri ny.

C nn t KPI cho d n hay khng?

Thc s th KPI nghe xa l nhng tht ra ni n gin chnh l ch tiu m bn

t ra cho d n. Vy c nn t cc KPI for SEO hay khng?

u tin mnh s ni rng nc ngoi, mi khi thc hin d n h u c mt

khu rt chun t nhn d n, phn tch d n v thc hin d n. i theo mt

dy chuyn v c nhng bc thc hin d n hn hoi. Cho nn trnh v kh

nng hon thnh d n ca h lun t t l cao hn Vit Nam kh nhiu. Mt d

n nu ngay t u c mt khung sn sn, t lc ly info khch hng n lc

thc hin d n th t l hon thnh lun l ti a.

i lc thc hin d n, bng dng c s c nh t kha tt hng, website ie,

b DDOS hack.... Nu khng c chun b th bn s phi loay hoay tm cch gii

quyt. Vy nn mt qui trnh vi nhng ch s t ra sn lun l ct mc m bn

hng ti v l KIM CH NAM ca d n.

Ai cng mun ln mnh, mun c nhng khch hng ln hn v c nhiu thu

nhp hn. Vy th vic t KPI cho SEO l iu khng th no b qua c. Thng

qua cc KPI chng ta s bit c d n s mang li g, bao nhiu v tn km

bao nhiu thi gian, cng sc, chi ph, nhn s... Cng thng qua cc KPI chng



ta s bit c tin cng vic , thi v kh nng ca thnh vin trong team.

Cho nn vic t KPI for SEO l iu hon ton cn thit cho d n SEO.

Cch t KPI for SEO v t KPI for SEO c kh khng ?

Mnh chia lm 2 phn r rng, KPI kt qu v KPI xy dng. Tt nhin t

KPI cho tng phn s c nhng c nhn vi vai tr tng ng.

Vi KPI kt qu thng l Manager a ra, ch cn c mt cht kin thc

chuyn mn hoc tm nhn, cng nh suy ngh ca cc manager v kt qu

thng chun hn so vi cc nhn vin k thut cho nn KPI kt qu

thng l do cc SEO manager a ra hoc do cc SEO Leader a ra v

cc SEO manager xem xt gp .

Cn cc KPI xy dng th ngi a ra l nhng SEOer c chuyn mn tt,

cng nh c tm nhn v kinh nghim. V y l nhng ch s KPI chuyn

cho k thut v phi l ngi nm tt k thut a ra. Nn thng do cc

SEO Leader a ra cc ch s ny cho team SEO thc hin

Thc ra vic t KPI for SEO khng h kh, vic bn cn lm l apply nhng kin

thc v kinh nghim ca mnh vo, thng qua cc phn tch v nh gi t kha,

cc thng s k thut v kh nng pht trin ca d n, cng nh tm nhn v kh

nng ca khch hng... a ra cc ch s KPI thch hp. ng vi mi v tr cc

bn s c trch nhim v tm nhn khc nhau, khi cc bn s c cc nh gi

v thao tc khc nhau. Ch cn c nhng khun mu qu trnh c sn th vic xy

dng ch s KPI hon ton khng kh nh bn tng.

Cch n gin lm quen vi KPI for SEO

y l cch mnh lm quen vi cch t KPI for SEO v mnh s chia s li vi

cc bn. Tht s lc u mnh cng ngh t lm g cho phc tp ln, nhng sau

khi thc hin vi d n vi nhng KPI c chnh mnh t ra ( c tham kho t



Google v ng nghip ) th li ch ca vic t KPI hin ra r rng. Vi qui

trnh v mc tiu c sn, vo d n l ch apply vo v thc hin, c sn cc bc

chun b d n v thm ch l x l s c.

u tin ( lc ny mnh ch l g m chng bao nhiu kinh nghim ) mnh t t

cc KPI hon thnh cng vic cho chnh mnh ( nghe c v t k ), nhng mnh

t ra cc yu cu v bt chnh mnh hon thnh nhng yu cu ny. Lc u

mnh t cc yu cu kh n gin nh ngy bao nhiu link, bao nhiu bi, t

c bao nhiu comment.... Sau mnh nng dn ln ngy bao nhiu traffic, bao

nhiu t kha ln top trong thi gian ny v top bao nhiu.... Ri danh sch t

kha tng t vi t n vi chc t n hng ngn t. Ri cng lc mnh nhn

bao nhiu d n, mi d n bao nhiu key....

Qua thi gian v tch ly kinh nghim mnh khng ngng nng cao KPI ca chnh

mnh v hon thnh tng bc mt. Tng dn t s lng v cht lng theo

thi gian, dn dn kh nng ca mnh tng cao v t SEO Newbie n SEO

Leader. Ln ti Leader mnh li tip tc t KPI cho team v cho chnh mnh,

mi v tr th tm nhn ca bn s khc nhau, bn s nhn nhn s vic di mt

con mt v suy ngh khc. Cng nh khi bn trng thnh bn s thy nhng tr

nghch ngm lc th b ca bn tht u tr, nhng l tui th v l iu bn

lun hoi nim. Kh nng cng cao th trch nhim cng cao, t c nhiu

iu khng tng bn phi thc hin nhng iu bn cha tng lm v bn hy

lun t mnh vo v tr ca ngi khc, v tr khc s cho bn nhng cm nhn

khc nhau v s vic.

Khng c ai cam tm mi mt v tr sut i, cng nh khng ai mun dng

bc thng tin ca mnh li. Ai cng mun vn ln v ai cng mun mnh l

ngi thnh cng, nhng ngi thnh cng l nhng ngi c nhng toan tnh

su xa v sc bn, nhng u tin bn phi c nhng p lc vi chnh mnh, vi



nhng c gng hc tp nng cao kin thc v n lc khng ngng ngh, hon

thnh nhng ch s m bn phi t c. Khi bn cm nhn c kh khn v

vt qua n th bn s lm c nhng iu m bn mong mun.

P/s: Tm kt thc seri KPI for SEO

Theo Bng Tm