In this webinar, we reviewed how to properly set up your own weekly, monthly or quarterly SEO reports and look at which metrics truly matter most. Specifically, we examined: ~ Core SEO Reporting and Dashboards ~ Competitive Web Presence Reporting ~ Content Marketing Performance Reporting

2. @gShiftLabs #SEOReporting
A Little Bit About Me
• Director of Product Strategy
• 15 years of Web marketing and SEO experience
• 5 1/2 years with gShift
• Blogger
• Social Media Addict
• Recently Retired Hockey Dad
@JRiddall

3. @gShiftLabs #SEOReporting
SEO Reporting Poll
How frequently do you generate
your SEO reports?

4. @gShiftLabs #SEOReporting
Let’s Talk About
• 3 Critical Questions
– What Do I Do?
• Real-Time Reporting
• Intelligent Dashboards
– How Did I Do?
• Core SEO and Enterprise Reporting
– How Are They (My Competitors) Doing?
• Competitive Reporting
• Content Performance Reporting
• Q & A
Engage on Twitter
#SEOReporting

5. @gShiftLabs #SEOReporting
What Do I Do?
Real-Time Reporting
• SEO is all about focus
– Which keywords, content,
channels, backlinks, competitors
should I focus on?
• Identify Opportunities and Threats

6. @gShiftLabs #SEOReporting
Which Keywords and Content?
• Focus on a manageable number of
keywords – 10 to 20 primary
• Find keywords and content for which your
site/content already has authority and
momentum i.e. Page 1 or 2 in Google
• Keywords with relatively high monthly
search volume
• Identify multiple pieces of content to cross-
link

7. @gShiftLabs #SEOReporting
Recently fell from #1 and
relatively high search volume

8. @gShiftLabs #SEOReporting
Which Social Channels?
• Identify appropriate social
media channels for your
business based on signals, traffic
and/or conversions

9. @gShiftLabs #SEOReporting
Poll Question #2
Approximately how long does it take you
to generate your SEO reports?

10. @gShiftLabs #SEOReporting
Intelligent Dashboards
• Custom views of the actionable data and
insights you need most depending on your
role – brand marketer, agency account
manager, content creator, CMO – when you
most need it
• gShift data, external data, YOUR data

11. @gShiftLabs #SEOReporting
Monitor Multiple
Web Presences
All of Your Data
in One Place

12. @gShiftLabs #SEOReporting
How Did I Do?
Core SEO Reporting
• Historical – Progress Reports – Trend Reports
• On-Site Content Analytics
– Sessions, Pageviews, Conversions, Bounces, By Channel, By Device
• Keyword Positions, Distribution and/or Scoring?
• Social Signals and Analytics
– Page Signals, Network Signals, Referrals, Conversions
• Off-Site Content Metrics
– Social Signals, Referral Traffic, Conversions
• Backlink Details

13. @gShiftLabs #SEOReporting
Comparative Time Periods – week
over week, month over month,
quarter over quarter, year over year
to reveal trends/changes
Focus by Keyword Kluster –
Branded, Not Branded, Product A,
Product B, etc.
Run Ad Hoc or Regularly Scheduled
Delivered to your Inbox

14. @gShiftLabs #SEOReporting
Enterprise Reporting
Data at the Global, National
and Local levels for
organizations with multiple
locations
Roll-up aggregate data
under one report
Identify Top and Average
performers to help inform
what is working or not and
where

15. @gShiftLabs #SEOReporting
Third and Final Question
Which metrics matter most to you for
your SEO reporting?

16. @gShiftLabs #SEOReporting
Competitive SEO Reporting
How Are They Doing?
• Keyword Position Distribution,
Ranking or Visibility Score?
• Backlink Comparison
• Technical Comparison
– # of Indexed Pages
– Age of Domain

17. @gShiftLabs #SEOReporting
Comparative Visibility Score
Keyword Position Comparison

18. @gShiftLabs #SEOReporting
Content Performance Reporting
• SEO = Optimized Content
Marketing
• Content Campaigns focused on
specific content, keywords and
time periods
• Which events/tactics/channels
are delivering results?
• How did one campaign perform
vs. another?

19. @gShiftLabs #SEOReporting
Content Engagement
Web Presence
Analytics Informs
“Engaging Content”

20. @gShiftLabs #SEOReporting
Monitor Key Events
On-Site and External
Content
CAUSE and EFFECT
IMPACT

21. @gShiftLabs #SEOReporting
Key Takeaways
• Focus on Opportunities and Threats
• Identify Actionable Metrics
• Compare Metrics and Time Periods
to Identify Trends
• Test, Measure, Optimize, Measure, Repeat

22. @gShiftLabs #SEOReporting
Poll Results

23. @gShiftLabs #SEOReporting
Today’s Slides Shared
http://www.slideshare.net/gshift/get-your-seo-reporting-
right06232015final
gShift Self Help Guides
http://www.gshiftlabs.com/resources/how-to-guides
Our Latest Blog Post
http://www.gshiftlabs.com/are-you-still-using-google-analytics-
and-excel-to-manage-your-seo-strategy/
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