SEO Dashboard & Reporting

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It’s what our clients care about most: results! Join us for an in-depth look at our SEO reporting dashboard and the key performance indicators (KPIs) of our SEO campaigns. We’ll review the report …

It’s what our clients care about most: results! Join us for an in-depth look at our SEO reporting dashboard and the key performance indicators (KPIs) of our SEO campaigns. We’ll review the report emailed monthly as well as each tab in the dashboard to grow your understanding and ability of search engine optimization results.

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  • Good Morning everyone and thank you for taking the time to listen in today. My name is Erika Karas and today I’ll be talking about reporting for SEO, the importance and our reporting dashboard.
  • Little about me
  • Reporting proves the value of a campaignBy showing clients how important we are. Bringing traffic to the site means bringing morebusiness to the site, to their store and calling their phonesImportant for YOU (the sales rep) to understand reporting so you can continue to sell the client on value of the campaign and improve yourrenewal rateMuch easier and cost effectiveto keep a current client than to sell a new oneSets your SEO product apart from competitors -- not everyone offers the comprehensive and consistent reporting that we have!
  • Key Performance Indicators
  • For example, if the first month of a campaign is December, they will receive their first report in January, detailing the highlights and completed deliverables from December.
  • All reports are sent out via Email
  • Deliverables are discussed in the beginning of the campaign in the kickoff call and are specific to the type of campaign that is being run All website traffic information is pulled from Google AnalyticsAnd our keyword ranking information is pulled from an internal tool that is run twice a month
  • Logging into the dashboard for the first time can be intimidating for the client. For this reason, I recommend you set up a time to walk the client through the dashboard and explain the information that’s being presented. Sent individually – They are sent prior to the first report *********SWITCH GEARS
  • TasksThe main reason for having this dashboard is to answer the age old question, “what have you done for me lately?” This tasks tab does exactly that by showing you the tasks completed in current and past months.
  • For example, if the first month of a campaign is December, they will receive their first report in January, detailing the highlights and completed deliverables from December.

Transcript

  • 1. Helping businesses succeed online. @searchinfluence Fairway Group in Partnership with Search Influence 2013
  • 2. ABOUT ME ERIKA KARAS • Arizona State University Grad • Search Influence Account Manager • Influencer for 1+ years • Bing Ad Certified @searchinfluence Fairway Group in Partnership with Search Influence 2013
  • 3. SEO DASHBOARD & REPORTING @searchinfluence Fairway Group in Partnership with Search Influence 2013
  • 4. WHY IS MONTHLY REPORTING SO IMPORTANT? @searchinfluence • Proves value of campaign • Important for YOU (the sales rep) to understand reporting so you can sell client on value and improve renewal rate • Sets your SEO product apart from competitors – not everyone offers thorough reporting! Fairway Group in Partnership with Search Influence 2013
  • 5. KPI’S: HOW DO WE MEASURE CAMPAIGN SUCCESS? WEBSITE TRAFFIC Organic Search Traffic Visitors who come to a website from unpaid organic or natural search engine results Referral Traffic Traffic from other websites that refer or send visitors to your website (Links on local directories, Facebook, Yelp) Direct Traffic Visits to a site where the user types the URL into their browser’s address bar or when a visitor uses a bookmark to get to the website Paid Traffic Traffic from paid search ads @searchinfluence Fairway Group in Partnership with Search Influence 2013
  • 6. KPI’S: HOW DO WE MEASURE CAMPAIGN SUCCESS? • Time on site • Pages per visit • % of new visitors • Internet users who have not previously or recently visited your site • Bounce rate • The percentage of visits in which the visitor only views one page of website before leaving • Keyword rankings @searchinfluence Fairway Group in Partnership with Search Influence 2013
  • 7. OVERVIEW OF REPORTING @searchinfluence Fairway Group in Partnership with Search Influence 2013
  • 8. WHEN TO EXPECT THE FIRST REPORT FOR A NEW CLIENT? @searchinfluence • Clients can expect their first report in the beginning of the second month of their campaign Fairway Group in Partnership with Search Influence 2013
  • 9. WHEN TO EXPECT MONTHLY REPORTS? @searchinfluence • The SEO team sends out the SEO reports between the 10th and 15th of each month Fairway Group in Partnership with Search Influence 2013
  • 10. WHAT REPORTS LOOK LIKE FOR THE CLIENT • Note from the SEO team with updates and highlights • Completed deliverables • Items awaiting customer response • Recent website data graph showing month over month data • Keyword rankings @searchinfluence Fairway Group in Partnership with Search Influence 2013
  • 11. Where does this information come from? • Website traffic data is from Google Analytics • Keyword ranking data is pulled from an internal tool @searchinfluence Fairway Group in Partnership with Search Influence 2013
  • 12. LOGGING INTO THE DASHBOARD • Username: always the email account • Usernames and passwords are sent to the sales reps and clients individually • If a password is lost, we have a “Forgot my Password” option on the login screen @searchinfluence Fairway Group in Partnership with Search Influence 2013
  • 13. OVERVIEW TAB • • • • • Website visits Keyword rankings Visitor sources Notes Highlights @searchinfluence Fairway Group in Partnership with Search Influence 2013
  • 14. Visitor site data shown month over month and year over year Narrative progress and campaign highlight report prepared by your dedicated account management team every 30 days. Solid comparison benchmark overview Pie chart overview to indicate source of visitors (e.g. organic (SEO), paid search (PPC) and others) Top keyword rankings in major search engines such as Google and Bing Fairway Group in Partnership with Search Influence 2013
  • 15. VISITS TAB • A graph of website organic search traffic • A pie chart of visitor types • A list of keywords that are bringing visitors to your site. • Change the date range of website traffic graph to look at the: • • • • Last 30 days Last month Last year Summary of your site traffic is under the graph. @searchinfluence Fairway Group in Partnership with Search Influence 2013
  • 16. Visitor site data shown month over month and year over year Website visitor source chart including organic search, paid search, refer rals, direct and other Important visitors stats, includin g how long each visitor stayed on your site, how many pages they visited, new visits, etc. Solid comparison benchmark overview Top sites referring visitors to your site with the number of visitors referred to your site within that time period Top viewed pages on your website with number of visits Fairway Group in Partnership with Search Influence 2013
  • 17. KEYWORDS TAB • Rankings for “Targeted Keywords” • Google organic search, Google+ Local/Google Maps, and Bing organic search • “Secondary Keywords” for related terms • Your keyword ranking report is updated twice monthly. @searchinfluence Fairway Group in Partnership with Search Influence 2013
  • 18. Adjust your time frame here Primary keywords we are targeting for your campaign Secondary keywords that we track after your primary keywords Report from the month that you became a client that shows your “starting” keyword rank Month-to-month keyword rank report showing the position of your targeted terms Fairway Group in Partnership with Search Influence 2013
  • 19. TASK TAB • Shows historical data • Monthly completion info • Tasks completed by team • Pending information • Tasks awaiting your approval • Ability to filter by date range @searchinfluence Fairway Group in Partnership with Search Influence 2013
  • 20. Adjust your time frame here This is the most important portion of this tab. Be sure to check this section for any items needing your attention! You Account Manager will place all deliverables completed in this section on a monthly basis. Fairway Group in Partnership with Search Influence 2013
  • 21. SEO Reporting Information KPI’s DASHBOARD REMIND CLIENTS: • SEO takes time (90 days to 6 months) • Keyword competition • Industry competition • Algorithm changes • SEO ranking factors • The longer, the better @searchinfluence Fairway Group in Partnership with Search Influence 2013
  • 22. UPCOMING WEBINARS! Google+ Authorship & Publisher January 9, 10:00 a.m. (CT) Directories & Data Feeds February 6, 10:00 a.m. (CT) Presented by Gabrielle Benedetto, Account Associate, Search Influence Presented by Alison Zeringue, Partner Accounts Team Manager, Search Influence Registration URL: https://attendee.gotowebinar.com/register/27135928519253 74210 Fairway Group in Webinar ID: 121-249-611 Registration URL: https://attendee.gotowebinar.com/register/871873283718 6805762 Webinar ID: 122-818-971 Partnership with Search Influence 2013
  • 23. Questions? info@searchinfluence.com Thank You! Fairway Group in Partnership with Search Influence 2013