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KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
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KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.



Whether it's your startup 3-man band, a supplier, the day-to-day account manager or the HiPPOs of this industry - communication is always key. In the world of search marketing, we can often get so ...

Whether it's your startup 3-man band, a supplier, the day-to-day account manager or the HiPPOs of this industry - communication is always key. In the world of search marketing, we can often get so caught up with the nitty gritty, we forget just how to communicate on a wider level. Great work is undermined because nobody realises how great it really is, business is lost because we didn't realise until it was too late. Here we'll look at how to manage expectations, build on existing relationships, making sure you set the KPIs that make sense, how to report back without losing hours of your life and reporting back on the things that matter. Underutilised yet powerful tools.



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  • Use Virgin tech brief as an exampleBasecamp – email function
  • As it’s all a bit theoretical, here’s some practical tips to implement..Entire hour on “which kpis” alone so have focused on top 3 bucket areas,
  • Highlight: Not mutually exclusive! Just if you have minimal time to focus on things.
  • e.g. Cc every possible related personIf they categories, it won’t bother them!
  • State of search post + commentsAlmeida theatre link buildingPR most common example of this.Tools: training material, popular quiz

KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships. Presentation Transcript

  • 1. KPIs, Data, Reporting & Communication
    Stop Pandering to Others.Start Maximising your Relationships.
  • 2. Who am I?
    Annabel Hodges (@SearchPanda)
    SEO, search & analytics bod
    Oddly obsessed with pandas
    Advocate of integrated traffic generation strategies
    Former translator & lover of multilingual projects
    Blogger at State of Search
    SEO Associate Director at OMD
  • 3. The Panda Update
    Kicking out Crap Content
  • 4. What am I banging on about?
    YOU KNOW THIS IS A conference about website Money-making things
    ..RIGHT annabel?
    • Understanding what your peers or clients are thinking will help you function more efficiently
    • 6. Less time spent rehashing the same is time spent on actually ‘getting shit done’
    • 7. Educate clients & partners – they’ll help do the work for you
  • 8. The Talk
    The Bigger Picture
    Maximising Relationships
    + PRO TIPS...
  • 9. The bigger picture
    Forget about those rankings
  • 10. Think Bigger
  • 11. Pro Tip: Brainstorms
    Put aside a whole afternoon
    Collect a team of relevant people – not related to the project (bring cake)
    Present to them and get feedback
  • 12. Delegation
    Project management tools such as Basecamp do have their uses
    You can never cc too much.
    Learn to let go – you might do it ‘better’ but you just don’t have time!
  • 13. Pro Tip: Inbox Categorisation
  • 14. KPIs
    What are they really all about?
  • 15. What really matters?
  • 16. Do rankings matter in modern SEO?
    So what should we be focusing on?
    Source: SEO Dojo Poll 2010
  • 17. What should my KPIs be?
    A KPI is not only something that can be measured with Analytics or a ranking tool
    Differentiate between qualitative and quantitative KPIs
    Don’t forget personal/team development goals
    Don’t hide it because it isn’t pretty
  • 18. Keywords
    Non-branded vs. branded
    Brand to Non-Brand comparison
    Returning visitors on a brand term
    • Click-through Rate
    • 19. Webmaster tools
    • 20. Not ideal but an area to consider
    • 21. Think PPC
  • Traffic
    Percentage increase in organic traffic
    Top pages generating organic traffic
    Top entrance pages : total entry pages
    Search landscape visibility - % of times site is visible for top keywords /ranking position
  • 22. Links
    Quality vs quantity of links
    Speed of link growth
    Anchor text data (internal & external)
    Link Churn
    Link Diversity
    Geographical Link Location
  • 23. Common KPI: Measure the number of pages of your site now indexed in Google
    Common KPI: Measure traffic generated by new content pages
    Pro Tip: Look beyond the obvious
  • 24. Reporting
    It doesn’t have to be a chore
  • 25. FESS UP!
    Stop trying to paint a rosy picture
    Shit happens
    Working on favourable KPIs now is more likely to make life difficult tomorrow
  • 26. What’s in a report?
    • Why am I producing this?
    • 27. Who is it for?
    • 28. What do they want from their report?
    • 29. What do they NOT want from their report?
    • 30. Have I actually asked them?
  • Making reports meaningful
    Keep it simple
    Executive summaries
    Highlight trends
    It’s not just about numbers
    Consider the rest of the market
    Get feedback!
  • 31. Simple Tools
    Use a traffic light system
    Use comparisons – areas improved AND areas dropped
    Summarise in your email – don’t just attach the report
    Use a NEXT STEPS approach.
  • 32. Bigger Tools
    Understand what you need & get it however necessary
    Automate &/or build your own!
    Google Analytics API = A gift
  • 33. Pro Tip: Appendices
    Main report should be kept simple
    Don’t underestimate power of transparency
    Use your appendices to lay everything out fully.
  • 34. Maximising Relationships
    Getting more for everyone
  • 35. The Holy Trinity
  • 36. Information
    Speak to people in person
    Clearly differentiate between ACTUAL & OPINION
    Collate information from other sources – offline, social
  • 37. Education
    Why have one person doing your job when you can have 10?
    Offer training even if it is not asked for
    Hold Training Days/Immersion Sessions
    Spare the time
  • 38. Communication
    Kill with kindness – deal with things even when you don’t want to
    Nothing is too obvious
    You can never over CC
    Don’t abandon face-to-face
  • 39. Straw Poll: Common Complaints
  • 40. What to do?
    If in doubt: SUMMARISE
    Pick up the phone
    Push back on things with valid explanations
  • 41. Straw Poll: The solution?
    “Realise these things will happen and don’t worry too much!”
    “The difference it makes in saying THANK YOU within the business environment is endless and bountiful. APPRECIATE YOUR DEVS.”
    “Scratch a back…”
  • 42. Pro Tip: Partnerships
    Discuss internal partnerships with all new clients
    The easiest place to leverage content/link/commercial potential
    Keep a list of possible interest areas for each client & be forward about it
  • 43. Nothing is too obvious...
    I had a client who raised a support call with us because their printer was printing on PINK paper...
    The same client called to say their site was making a tune they hadn’t asked for.
    On investigation it appears someone had left their mobile phone on charge behind the monitor and it was receiving texts.
  • 44. That’s me done