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Stephen Kenwright
BRANDED3
How to report on SEO in 2018
@stekenwright
https://www.slideshare.net/branded3
@STEKENWRIGHT
“All measures
suck, and they all
suck in their own
way.”
There are two types of SEO metrics
@STEKENWRIGHT
@STEKENWRIGHT
Performance
metrics
@STEKENWRIGHT
Predictive
metrics
@STEKENWRIGHT
PerformancePredictive
These metrics are on each end of a scale
@STEKENWRIGHT
PERFORMANCE METRICS
Revenue
This measure
sucks the least
@STEKENWRIGHT
PERFORMANCE METRICS
RevenueConversion
…but how do
you track and
value?
PERFORMANCE METRICS
RevenueConversionTraffic
95% doesn’t convert?
@STEKENWRIGHT
Click
Through
Rate
PREDICTIVE METRICS
“How are we
doing?” becomes
“what should we
do next?”
@STEKENWRIGHT
CTR
PREDICTIVE METRICS
Rankings
Untrustworthy
data
CTR
PREDICTIVE METRICS
Rankings
Page
Speed
¯_(ツ)_/¯ number of factors
@STEKENWRIGHT
“Ranking factors”
like Page Speed
don’t cause
ranking drops*
@STEKENWRIGHT
…but they do
predict them
(long term
correlation)
@STEKENWRIGHT
LONGTERM
Page
Speed
@STEKENWRIGHT
LONGTERM
Page
Speed
User
metrics
Bounce
Rate, Time
on Site…
@STEKENWRIGHT
LONGTERM
Page
Speed
Link
metrics
User
metrics
SHORTTERM
Rankings
A ranking drop is a
good predictor that
traffic will be down
this week/month
SHORTTERM
Rankings
Site
health
Redirects,
error
codes…
SHORTTERM
Rankings
Site
health
Indexing
SHORTTERM
Traffic
WOW
MOM
YOY
etc.
@STEKENWRIGHT
SHORTTERM
Traffic
Conversion
@STEKENWRIGHT
SHORTTERM
Traffic Revenue
@STEKENWRIGHT
Conversion
@STEKENWRIGHT
LONGTERM
Technical
SEO
Crawl optimisation,
indexing, response
codes…
@STEKENWRIGHT
LONGTERM
Technical
SEO
Link
profile
@STEKENWRIGHT
LONGTERM
Technical
SEO
Content
quality
Link
profile
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
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
All 4 can be automated
@STEKENWRIGHT
4
1
2
3
1. WARNING
@STEKENWRIGHT
Your boss should know about issues
before the trading report
@STEKENWRIGHT
@STEKENWRIGHT
2 free months: littlewarden.com/brightonseo
Google Analytics alerts
Create custom email alerts
@STEKENWRIGHT
Schedule crawls (and email notifications)
@STEKENWRIGHT
Share reports instantly in Slack
@STEKENWRIGHT
Assign JIRA tickets automatically
@STEKENWRIGHT
4
1
2
3
2. TRACKER
Deliverables in trading reports say
“we did this. You didn’t help.”
@STEKENWRIGHT
@STEKENWRIGHT
Visualise multiple projects in Tableau
@STEKENWRIGHT
Track progress with crawls / assign tasks
@STEKENWRIGHT
@STEKENWRIGHT
Pull Searchmetrics and Moz into your reports
@STEKENWRIGHT
Monitor links going live using Buzzsumo
4
1
2
3
3. TRADING
@STEKENWRIGHT
@STEKENWRIGHT
Use custom reports to reduce clicking
@STEKENWRIGHT
Data Studio connectors exist for everything
4
1
2
3
4. INDICATORS
@STEKENWRIGHT
@STEKENWRIGHT
Seasonality
PageSpeed
Scroll
depth
Bounce
rate
@STEKENWRIGHT
What metrics will affect us most
in 6-12 months?
I want us to stop having this conversation
@STEKENWRIGHT
£
Profit!
???+3ps3s
We think loading 3s faster could
mean +3 to our average position
My boss doesn’t value SEO
@STEKENWRIGHT
???+80%+3ps3s
This will increase CTR by 80%
??5,000+80%+3ps3s
Which means 5,000 more visits / month
@STEKENWRIGHT
?1205,000+80%+3ps3s
That’s 120 more conversions
£12k1205,000+80%+3ps3s
That’s £12k more revenue
@STEKENWRIGHT
Executive problems last longer
than 1 month
@STEKENWRIGHT
£432k1205,000+80%+3ps3s
I can increase revenue by £432k
over 3 years
…by improving Page Speed
by 3 seconds
So close
@STEKENWRIGHT
I can increase revenue by £432k over 3
years with £2k of development
@STEKENWRIGHT
slideshare.net/branded3
OR
stephen.kenwright@branded3.com
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How to report on SEO in 2018 #BrightonSEO

Editor's Notes

  1. Measures of conversion: goal completions, conversion rate, by device etc.
  2. Now we’re viewing contributors to an isolated channel
  3. Personalisation, localisation, device differences…Bing, Yahoo!, DuckDuckGo…
  4. Measures of conversion: goal completions, conversion rate, by device etc.
  5. Measures of conversion: goal completions, conversion rate, by device etc.
  6. Measures of conversion: goal completions, conversion rate, by device etc.
  7. Measures of conversion: goal completions, conversion rate, by device etc.
  8. Measures of conversion: goal completions, conversion rate, by device etc.
  9. Measures of conversion: goal completions, conversion rate, by device etc.