Portent Webinar Series
Making Good
SEO Reports
PRESENTATION PREPARED BY: Josh Patrice
#portentu
MAKING GOOD SEO REPORTS 2
WHO’S THIS GUY?
Josh Patrice
Director of SEO, Portent
• Over 10 years in the search industry
• Analytics, User Experience ...
The Basics
MAKING GOOD SEO REPORTS 4
THE BASICS
SEO Reports Today
5
Screenshots of GA
Screenshots of Moz
GA or Moz in your own format or graphics
Pie Charts, P...
THE BASICS
SEO Reports Today
6
Screenshots of GA
Screenshots of Moz
GA or Moz in your own format or graphics
Pie Charts, P...
THE BASICS 7
It’s a rip-off
You’re not providing anything to your clients they can’t get for free
Basic data
So they got 4...
THE BASICS
What to Focus On
 KPIs
 The work you’ve done
 Ancillary metrics
 Prioritization
8
THE BASICS
The Toolset
9
Analytics platform
Excel
and…
YOU!
What to Focus On
MAKING GOOD SEO REPORTS 10
WHAT TO FOCUS ON 11
KPIs & Goals
Key Performance Indicators should be based on client goals and organic
search’s ability t...
WHAT TO FOCUS ON
The Work You’ve Done
12
Did you optimize an entire category for your client last month?
Fix a canonical i...
WHAT TO FOCUS ON
How?
13
Did you optimize an entire category for your client last month?
Group that category in analytics ...
WHAT TO FOCUS ON
Ancillary Metrics
14
KPIs are your primary goal. Other metrics are nice too…
Bounce Rate
Average Position...
WHAT TO FOCUS ON
Why?
15
Other metrics help tell an important story
Bounce Rate – How many users fail to find what they ne...
WHAT TO FOCUS ON
Prioritization
16
Wrap up your data and summary of work with a list of priorities.
Know Your Audience
MAKING GOOD SEO REPORTS 17
KNOW YOUR AUDIENCE
Visuals? Bullets?
18
Everyone processes information differently; while some folks like to
have a prose-...
KNOW YOUR AUDIENCE
CEO
19
Busy
Traveler
Interested in the Bottom Line
Report Style
Readable on small screen – phone or tab...
KNOW YOUR AUDIENCE
CMO
20
Goals Oriented
Brand Focused
ROI
Report Style
KPI focused
Simple strategy & insights
Additional ...
KNOW YOUR AUDIENCE
Online Manager
21
Your contact
Interested in the details
Needs the whole picture
Wants the report to te...
Getting the Data
MAKING GOOD SEO REPORTS 22
GETTING THE DATA 23
Traffic & Unique Organic Visitors
GETTING THE DATA 24
Conversions & Ecommerce
GETTING THE DATA 25
Landing Pages
GETTING THE DATA 26
Year Over Year Comparisons
Putting it Together
MAKING GOOD SEO REPORTS 27
PUTTING IT TOGETHER 28
Gather Your Data
Compile all your data into one Excel spreadsheet
PUTTING IT TOGETHER 29
Visualization
• Figure out your story
• Visualize how your data helps tell that story
• Build out g...
PUTTING IT TOGETHER 30
Analysis
• Dig deeper into the story
• Provide comparison to competition, standards, etc.
• Help an...
PUTTING IT TOGETHER 31
Insight
• What happened to lead to these gains?
• What can you forecast?
• If we change X, what wil...
The Report
MAKING GOOD SEO REPORTS 32
THE REPORT
CEO Version
33
Year over year data comparison
Traffic
Revenue
THE REPORT
CMO Version
34
Month over month data comparison
KPIs
THE REPORT
Online Manager Version
35
Conversions
Unique Visitors
Ranking
Landing Pages
Share of Voice
Questions?
Thank you!
#portentu
MAKING GOOD SEO REPORTS 36
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Making Good SEO Reports Portent Webinar

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While PPC can show off a direct ROI, your SEO efforts can be harder to quantify. Knowing how to report on SEO, and knowing how to communicate your efforts can make a difference whether you’re in-house, in an agency, or on your own.

Join Portent's Director of SEO, Josh Patrice, and learn what makes a good report that will impact your clients and set you up for success!

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Making Good SEO Reports Portent Webinar

  1. 1. Portent Webinar Series Making Good SEO Reports PRESENTATION PREPARED BY: Josh Patrice
  2. 2. #portentu MAKING GOOD SEO REPORTS 2
  3. 3. WHO’S THIS GUY? Josh Patrice Director of SEO, Portent • Over 10 years in the search industry • Analytics, User Experience background • Agency experience • Passion for SEO Reports 3
  4. 4. The Basics MAKING GOOD SEO REPORTS 4
  5. 5. THE BASICS SEO Reports Today 5 Screenshots of GA Screenshots of Moz GA or Moz in your own format or graphics Pie Charts, Pie Charts, Pie Charts
  6. 6. THE BASICS SEO Reports Today 6 Screenshots of GA Screenshots of Moz GA or Moz in your own format or graphics Pie Charts, Pie Charts, Pie Charts
  7. 7. THE BASICS 7 It’s a rip-off You’re not providing anything to your clients they can’t get for free Basic data So they got 40 more visits this month… No insights Did you do something to help cause that? So what? If you see a data puke then you know you are looking at the result of web reporting, even if it is called a dashboard. – Avinash Kaushik Why it Isn’t Working http://www.kaushik.net/avinash/difference-web-reporting-web-analysis/
  8. 8. THE BASICS What to Focus On  KPIs  The work you’ve done  Ancillary metrics  Prioritization 8
  9. 9. THE BASICS The Toolset 9 Analytics platform Excel and… YOU!
  10. 10. What to Focus On MAKING GOOD SEO REPORTS 10
  11. 11. WHAT TO FOCUS ON 11 KPIs & Goals Key Performance Indicators should be based on client goals and organic search’s ability to deliver. Goals should be used to monitor progress. Good KPIs Organic Unique Visitors Organic Revenue Organic Conversion Rate Good Goals % Growth % Improvement YOY Bad KPIs Traffic Conversions Page views Bad Goals Random Number Monthly Conversions
  12. 12. WHAT TO FOCUS ON The Work You’ve Done 12 Did you optimize an entire category for your client last month? Fix a canonical issue? Unblock an entire section of their site? Redo title tags across the entire site? Move the blog from a subdomain to a subfolder? Use a CDN to deliver images and other media? Let your client know, and show the impact.
  13. 13. WHAT TO FOCUS ON How? 13 Did you optimize an entire category for your client last month? Group that category in analytics and show the resulting traffic/revenue/unique visitors/etc. since the changes. Fix a canonical issue? Track the site’s domain authority or ranking. Unblock an entire section of their site? Use Webmaster Tools to show # of pages crawled and analytics to show resulting traffic. Redo title tags across the entire site? Show traffic, page views, bounce rate improvements. Move the blog from a subdomain to a subfolder? Show traffic, page views, bounce rate improvements. Use a CDN to deliver images and other media? Page load times from before and after.
  14. 14. WHAT TO FOCUS ON Ancillary Metrics 14 KPIs are your primary goal. Other metrics are nice too… Bounce Rate Average Position Time on Site Pages Viewed per Visit Conversions per Visit
  15. 15. WHAT TO FOCUS ON Why? 15 Other metrics help tell an important story Bounce Rate – How many users fail to find what they need? Average Position – Where does your site rank? For what keywords? Time on Site – Are your users interacting with the content? Pages Viewed per Visit – Can users find what they’re looking for? Do they like your content? Conversions per Visit – Is your site working for you?
  16. 16. WHAT TO FOCUS ON Prioritization 16 Wrap up your data and summary of work with a list of priorities.
  17. 17. Know Your Audience MAKING GOOD SEO REPORTS 17
  18. 18. KNOW YOUR AUDIENCE Visuals? Bullets? 18 Everyone processes information differently; while some folks like to have a prose-like narrative, • Others like bullets. 0 20 40 60 80 Some people like charts Prefer talking about charts, but not actual charts Would like to see a chart to better understand how they stand on charts
  19. 19. KNOW YOUR AUDIENCE CEO 19 Busy Traveler Interested in the Bottom Line Report Style Readable on small screen – phone or tablet Bulleted narrative analysis Goals oriented Stripped of excess Lots of visuals
  20. 20. KNOW YOUR AUDIENCE CMO 20 Goals Oriented Brand Focused ROI Report Style KPI focused Simple strategy & insights Additional metrics to demonstrate growth and value Visuals and bullets
  21. 21. KNOW YOUR AUDIENCE Online Manager 21 Your contact Interested in the details Needs the whole picture Wants the report to tell a story Report Style Standard Report Easily Scanned Narrative Goals Oriented KPIs Visuals, bullets, prose, the works
  22. 22. Getting the Data MAKING GOOD SEO REPORTS 22
  23. 23. GETTING THE DATA 23 Traffic & Unique Organic Visitors
  24. 24. GETTING THE DATA 24 Conversions & Ecommerce
  25. 25. GETTING THE DATA 25 Landing Pages
  26. 26. GETTING THE DATA 26 Year Over Year Comparisons
  27. 27. Putting it Together MAKING GOOD SEO REPORTS 27
  28. 28. PUTTING IT TOGETHER 28 Gather Your Data Compile all your data into one Excel spreadsheet
  29. 29. PUTTING IT TOGETHER 29 Visualization • Figure out your story • Visualize how your data helps tell that story • Build out graphs, charts, etc. that helps to tell your story.
  30. 30. PUTTING IT TOGETHER 30 Analysis • Dig deeper into the story • Provide comparison to competition, standards, etc. • Help answer “why?”
  31. 31. PUTTING IT TOGETHER 31 Insight • What happened to lead to these gains? • What can you forecast? • If we change X, what will the outcome be? • What are your goals from the changes you wish to make? If you see words in English outlining actions that need to be taken, and … you see relevant supporting data, then you are looking at the result of web data analysis. – Avinash Kaushik http://www.kaushik.net/avinash/difference-web-reporting-web-analysis/
  32. 32. The Report MAKING GOOD SEO REPORTS 32
  33. 33. THE REPORT CEO Version 33 Year over year data comparison Traffic Revenue
  34. 34. THE REPORT CMO Version 34 Month over month data comparison KPIs
  35. 35. THE REPORT Online Manager Version 35 Conversions Unique Visitors Ranking Landing Pages Share of Voice
  36. 36. Questions? Thank you! #portentu MAKING GOOD SEO REPORTS 36
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