Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to report on SEO in 2018 #BrightonSEO


Published on

It's time to rethink reporting - how useful are rankings anyway? How do we monitor SEO and convince the boss we're doing a good job? How much of this can we automate? This talk is from BrightonSEO April 2018.

Published in: Marketing
  • Visit this site: and find sex in your area for one night)) You can find me on this site too)
    Are you sure you want to  Yes  No
    Your message goes here
  • Sex in your area for one night is there Copy and paste link in your browser to visit a site)
    Are you sure you want to  Yes  No
    Your message goes here
  • Girls for sex are waiting for you
    Are you sure you want to  Yes  No
    Your message goes here
  • Meetings for sex in your area are there:
    Are you sure you want to  Yes  No
    Your message goes here
  • Best site for flirting and sex in your area you can find there:
    Are you sure you want to  Yes  No
    Your message goes here

How to report on SEO in 2018 #BrightonSEO

  1. 1. Stephen Kenwright BRANDED3 How to report on SEO in 2018 @stekenwright
  2. 2. @STEKENWRIGHT “All measures suck, and they all suck in their own way.”
  3. 3. There are two types of SEO metrics @STEKENWRIGHT
  4. 4. @STEKENWRIGHT Performance metrics
  5. 5. @STEKENWRIGHT Predictive metrics
  6. 6. @STEKENWRIGHT PerformancePredictive These metrics are on each end of a scale
  7. 7. @STEKENWRIGHT PERFORMANCE METRICS Revenue This measure sucks the least
  8. 8. @STEKENWRIGHT PERFORMANCE METRICS RevenueConversion …but how do you track and value?
  9. 9. PERFORMANCE METRICS RevenueConversionTraffic 95% doesn’t convert?
  10. 10. @STEKENWRIGHT Click Through Rate PREDICTIVE METRICS “How are we doing?” becomes “what should we do next?”
  11. 11. @STEKENWRIGHT CTR PREDICTIVE METRICS Rankings Untrustworthy data
  12. 12. CTR PREDICTIVE METRICS Rankings Page Speed ¯_(ツ)_/¯ number of factors
  13. 13. @STEKENWRIGHT “Ranking factors” like Page Speed don’t cause ranking drops*
  14. 14. @STEKENWRIGHT …but they do predict them (long term correlation)
  16. 16. @STEKENWRIGHT LONGTERM Page Speed User metrics Bounce Rate, Time on Site…
  17. 17. @STEKENWRIGHT LONGTERM Page Speed Link metrics User metrics
  18. 18. SHORTTERM Rankings A ranking drop is a good predictor that traffic will be down this week/month
  19. 19. SHORTTERM Rankings Site health Redirects, error codes…
  20. 20. SHORTTERM Rankings Site health Indexing
  22. 22. SHORTTERM Traffic Conversion @STEKENWRIGHT
  23. 23. SHORTTERM Traffic Revenue @STEKENWRIGHT Conversion
  24. 24. @STEKENWRIGHT LONGTERM Technical SEO Crawl optimisation, indexing, response codes…
  25. 25. @STEKENWRIGHT LONGTERM Technical SEO Link profile
  26. 26. @STEKENWRIGHT LONGTERM Technical SEO Content quality Link profile
  27. 27. S H O R T T E R M P E R F O R M A N C EP R E D I C T I V E LO N G T E R M Indicators Warning Trading Tracker
  28. 28. D O E S N ’ T U N D E R S TA N D YO U R J O B C O N T R O L S YO U R B U D G E T D O E S N ’ T C O N T R O L YO U R B U D G E T U N D E R S TA N D S YO U R J O B UX IT Boss Manager / client
  29. 29. All 4 can be automated @STEKENWRIGHT
  30. 30. 4 1 2 3 1. WARNING @STEKENWRIGHT
  31. 31. Your boss should know about issues before the trading report @STEKENWRIGHT
  32. 32. @STEKENWRIGHT 2 free months:
  33. 33. Google Analytics alerts Create custom email alerts @STEKENWRIGHT
  34. 34. Schedule crawls (and email notifications) @STEKENWRIGHT
  35. 35. Share reports instantly in Slack @STEKENWRIGHT
  36. 36. Assign JIRA tickets automatically @STEKENWRIGHT
  37. 37. 4 1 2 3 2. TRACKER
  38. 38. Deliverables in trading reports say “we did this. You didn’t help.” @STEKENWRIGHT
  40. 40. Visualise multiple projects in Tableau @STEKENWRIGHT
  41. 41. Track progress with crawls / assign tasks @STEKENWRIGHT
  42. 42. @STEKENWRIGHT Pull Searchmetrics and Moz into your reports
  43. 43. @STEKENWRIGHT Monitor links going live using Buzzsumo
  44. 44. 4 1 2 3 3. TRADING @STEKENWRIGHT
  45. 45. @STEKENWRIGHT Use custom reports to reduce clicking
  46. 46. @STEKENWRIGHT Data Studio connectors exist for everything
  47. 47. 4 1 2 3 4. INDICATORS @STEKENWRIGHT
  48. 48. @STEKENWRIGHT Seasonality
  49. 49. PageSpeed Scroll depth Bounce rate @STEKENWRIGHT What metrics will affect us most in 6-12 months?
  50. 50. I want us to stop having this conversation @STEKENWRIGHT
  51. 51. £ Profit! ???+3ps3s We think loading 3s faster could mean +3 to our average position
  52. 52. My boss doesn’t value SEO @STEKENWRIGHT
  53. 53. ???+80%+3ps3s This will increase CTR by 80%
  54. 54. ??5,000+80%+3ps3s Which means 5,000 more visits / month @STEKENWRIGHT
  55. 55. ?1205,000+80%+3ps3s That’s 120 more conversions
  56. 56. £12k1205,000+80%+3ps3s That’s £12k more revenue @STEKENWRIGHT
  57. 57. Executive problems last longer than 1 month @STEKENWRIGHT
  58. 58. £432k1205,000+80%+3ps3s I can increase revenue by £432k over 3 years …by improving Page Speed by 3 seconds
  59. 59. So close @STEKENWRIGHT
  60. 60. I can increase revenue by £432k over 3 years with £2k of development @STEKENWRIGHT