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Max thomas-beyond-rankings-actionable-seo-reports-smx-east-2011-9-15-11

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This my presentation from SMX East 2011 that focuses on actionable reports for executives and clients in regard to demonstrating SEO and social media campaign success. This presentation highlights …

This my presentation from SMX East 2011 that focuses on actionable reports for executives and clients in regard to demonstrating SEO and social media campaign success. This presentation highlights report elements that are helpful for the Higher-Up's to understand what's happening and how to build an ongoing and fruitful relationship.


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  • Reporting on goals and metrics is easy because you’re dealing directly with the head decision makers
  • There’s really two (or more) sets of clients: First is the marketing director (department) Second is the report that empowers them to convey what’s happening to the higher up’s
  • SEO industry is maturing rapidly. We can’t just rely on clients’ potential fear factor that the SEOer knows more than them, and they’re not really sure what s/he’s talking about, or what’s really working, and everyone else is doing this too…so I don’t want to stop whatever it is they’re doing… Syndrome
  • There’s really two (or more) sets of clients: First is the marketing director (department) Second is the report that empowers them to convey what’s happening to the higher up’s
  • There’s really two (or more) sets of clients: First is the marketing director (department) Second is the report that empowers them to convey what’s happening to the higher up’s
  • No one size report fits all…but here’s a template that we’ve found helfpul for all levels of clients. The details change according to campaign, client, goals, etc.
  • Transcript

    • 1. Beyond Rankings: Actionable SEO Reports Your Boss Will Love September 15, 2011
    • 2. Max Thomas - Thunder SEO
      • Client Universe:
      • Mostly Lead Generation
      • – patient recruitment, corporate law
      • firms, apartment communities, local
      • service businesses
      • Trackable Goals = Phone calls, form
      • submits, whitepaper downloads
      • Private companies with 10 – 1,000
      • employees
    • 3. Copyright © 1998 Ted Goff www.tedgoff.com
    • 4. Reporting Tools
      • Google Webmaster Tools
      • Google Analytics
      • OpenSiteExplorer – Inbound Links,
      • Site Authority
      • HootSuite, Bit.ly, Social Media service
      • stats
      • Marchex/VoiceStar – Dynamic Call
      • Tracking
    • 5. Individual Proprietors / Small Businesses
    • 6. Enterprise / Corporate Clients Digital Director VP VP Partner/ C-Level Partner/ C-Level Partner/ C-Level Marketing Manager Web Manager Product Manager Primary Client Secondary Client
    • 7. Rule of Thumb 1 : Empower Your Primary Client
    • 8. Rule of Thumb 2: Make it easy for them to convey easily what’s happening Hint: Don’t wait for them to tell you. Figure it out. Ask questions.
    • 9. No SEO/SMM Mumbo Jumbo
    • 10. Reports Should Demonstrate:
      • What’s working
      • What’s not
      • Where to focus resources
      • Connection of SEO/SMM to
      • sales (or conversions)
      • How to explain to key decision
      • makers so they understand
    • 11. And Sometimes… Digital Director VP VP Partner/ C-Level Partner/ C-Level Partner/ C-Level Marketing Manager Web Manager Product Manager Caution: Don’t highlight their LACK of digital knowledge.
    • 12. Show Me The Money…
    • 13. Goals Vs. Metrics
    • 14. Goals
      • Sales
      • Online conversions, sign-up’s, etc.
      • Phone calls if dynamic call tracking
      • Define them
      • Put a monetary value on them
      • Make this a priority before starting any campaign or client relationship
    • 15. Define the goals clearly upfront.
      • Trackable Goals
      • Channel / Campaign
      • Strategy
      • Execution
      • Results
      Identify:
    • 16. What to do when we can’t track a conversion…ugh!
    • 17. What to do when we can’t track a conversion…ugh!
      • Set at least one goal
      • – e.g., Contact Us, Whitepaper Download,
      • etc. Demonstrates whether search or
      • social can generate leads.
      • Use a “prospect metric”:
        • Non-branded search traffic
        • Non-branded search traffic to target service /
        • market pages
        • Non-branded search traffic for target keyword
        • groups
    • 18. Metrics
      • For example, branded vs. non-branded
      • search, traffic by keyword groups,
      • inbound links, conversion paths, highest
      • converting landing pages, etc.
      • Track these monthly
      • Look for trends
      • Use as indicator of campaign
      • effectiveness and/or re-assessment
      • Sometimes one of these may be a goal
    • 19. Report Format – One Size Does NOT Fit All
    • 20. Exec Summary (1-2 pages) KPI / Metrics (Appendix)
    • 21. KISS Kiss It Simple Stupid
    • 22. Exec Summary (1-2 pages)
      • GOAL – STRATEGY – PROGRESS – DATA
      • What are our goals?
      • How are we achieving them?
      • Did we reach our goals?
      • Key Takeaways
      • Recommendations Going Forward (TBD)
    • 23. Goal 1: Define Goal – Increase online requests (Check Availability form submit) from non-branded search visitors for “corporate housing in Chicago” keyword group. Recommendations – On-page optimization to Chicago pages, including break-out of separate pages for Chicago properties. Launch Chicago corporate travel blog on client domain. Launch travel-blogger outreach campaign using infographic. Secure manual high-quality inbound links. Current Status – Site changes have been completed. Blog has launched with 4 weeks of original content (2 posts per week). Infographic is completed and we’re in conversation with 20 medium-high authority travel bloggers. Have secured 5 high-quality inbound links with target of 2 per week. Observation – Corporate resource links typically behind firewall so not as much opportunity there as hoped. Link building focus currently on road-warrior blogs and relocation companies. Consider Airbnb.com and VRBO.com for listings, links and traffic. Goal 2… Goal 3… Example: 1. What are our goals? How are we achieving them?
    • 24. Goal 1: Successes: Overall non-branded search conversions increased 10% (May – August) Non-branded Chicago search conversions increased 25% (May – August) Keep An Eye On: Chicago conversions decreased in July and rose again in August. Crawl rate and indexed content increased, along with Chicago-related visits. This dip might be seasonal. Consider conversion optimization test. Goal 2:… Example: 2. Did we reach out goals?
    • 25. Goal 1: Conversions are up We have completed the code changes and added the blog to the site to optimize for the search engines. This has already begun impacting our efforts by increasing the chances that searchers will visit our site for the information they need. This also allows Google to begin to read the content we want to be known for and assure searchers that we have the correct content. Goal 2:…. Goal3:… Example: 3. Key Takeaways
    • 26. Tip: Use Straightforward Charts & Graphs
    • 27. KPI / Metrics (Appendix)
      • Branded vs. Non-Branded Keyword Organic Search Traffic (GA)
      • Service or Market Related Organic Search Traffic (GA)
      • Geographic (Region/City) Search Traffic (GA)
      • Inbound Links (using OpenSiteExplorer; unique URLs and
      • unique domains)
      • Change in # of Keywords and # of Landing Pages (GA)
      • Change in Crawl Rate and Indexed Content (Webmaster Tools)
      • Lost Links, 404 Errors, etc. (Webmaster Tools)
      • Conversions by traffic source (GA)
      • Phone Calls by traffic source (Voicestar/Marchex)
    • 28. Tip: Listen to your clients.
    • 29. Tip: Put yourself in their shoes.
    • 30.
      • “ People won’t pay for what they don’t understand.”
        • Christie Calahan, CMO, WheresMyMedia (NY-based digital asset management platform for large agencies) and formerly with OMD
    • 31. Additional Resources:
      • Avinash Kaushik
        • kaushik.net/avinash/
        • twitter.com/search/avinash
      • Conrad Saam
        • twitter.com/conradsaam
      • Vanessa Fox
        • twitter.com/vanessafox
    • 32. Thank You! Max Thomas [email_address] @thundermax Facebook.com/thunderseo