This document discusses metrics and reporting for SEO engagement. It provides examples of how an SEO manager at Adobe analyzes data to identify opportunities, develops strategies in collaboration with teams, measures impact, and reports findings. The SEO manager works to align SEO with business goals by optimizing content, addressing technical issues like 404 errors, localizing content for different regions, and leveraging tools from Adobe and other platforms to track KPIs and site performance. Regular reporting is used to showcase impact, get stakeholder buy-in, and guide future optimization efforts.
2. Kirill is an SEO manager at Adobe Systems, driving
natural search strategy for Adobe.com Enterprise
segment products and technical SEO globally.
As part of the Global Demand Generation team, Kirill
delivers KPI-driven results including worldwide visits,
software trials, units sold, and revenue.
Kirill has an extensive experience with Adobe’s
SiteCatalyst and Discover platforms.
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3. Metrics that drive SEO
3
Data-driven SEO engagement
Reporting to communicate impact, drive business decisions
Metrics that drive effective strategy: Search Impact Lifecycle
5. Data-Driven SEO Engagement
5
Execs
Writers
Web
Strategy
IT
Web
Production
Analytics
Global
Teams
(Loc)
Store
Teams
BU
PR &
Social
Direct
Mktg
Paid
Search
SEO
Team
Rank, Bounce rate, conversion metrics
Align on strategy
based on data
Social activity &
SEO KPIs
Alignment on KPIs &
segments
Crawl rate, redirects,
errors, malware
Impact of content optimization
Crawl errors, indexing
(XML Sitemaps,
Robots.txt), redirects
Impact of localization optimization,
trends & prioritization
Top-level reporting
Messaging and
keyword-level data
Indexing, impact of
content & Tech SEO
Data sharing, cross-channel
optimization, testing
6. Reporting Process
Align reports to answer key business questions
Produce case studies and success stories to get buy-in
Deliver actionable recommendations
Start with aggregate data and drill down as needed:
Global report > Project reports > Keyword-level reports
Holistic reporting dashboards: SEO as a part of marketing mix
7. One-slide Executive Summary
Keep it simple
Report on current trends
Provide context
Identify action items that support
SEO projects and indicate timelines
8. Project-level SEO Reporting (BU/LOB)
Report on KPIs that drive
business decisions
Define reporting format and
method of delivery
Make sure reporting translates to
actionable recommendations
Forecast impact
Execute and track impact
Source: Adobe Discover
9. SEO Opportunities
9
Top opportunities:
Content
Page optimization
Linking
Tech SEO
Localization
Social Media
Source: MOZ “Ranking factors - 2013” report (http://moz.com/blog/ranking-factors-2013)
10. Search Impact Lifecycle
10
Change
Analysis
POVImplementation
Impact
New opportunity, i.e. algorithm
change, search trends, new tools
available
Assess, define enhancement
options, forecast impact
Impact vs difficulty, POV, get
buy-in from stakeholders
Implement
enhancements
- Produce case study
and communicate
- Share via Blogs, at
conferences
DeployIdentify additional
opportunities
11. Content Strategy: Aligning with BU
Analyze data and identify
opportunities
Define strategy based on data; i.e.
Non-branded KWs trends
Focus: Non-branded optimization
Trends: Non-branded keywords
Source: Google Insights
12. Content Strategy: Aligning with BU
Strategy: create content to support
optimization of Non-branded KWs
Success metrics / case study:
Rankings, Share of Voice
Growth in Visits (300%), Units (160%)
Total contribution to BU: Visits up from
4% to 44%, Revenue from 3% to 21%
Next steps: identify additional opps
Source: Adobe Discover, BrightEdge
13. Technical SEO Process
SEO Best Practices presentation for the team
Identify Technical SEO enhancements opportunities
Prioritize: SEO impact vs difficulty of implementation (example below)
Implement enhancements
Measure impact and share case studies with stakeholders
14. 14
Tech SEO: HrefLang XML Sitemaps / Geo Targeting
Geo targeting challenge: Geo sites outranked by the US or predominant language version sites:
US pages outrank UK, Australian, Canadian and other English language pages in Geo search results
Swiss German and Austrian pages had to compete with German pages
This happens for two main reasons:
Global pages have higher authority, more inbound links (very important SEO ranking factors)
Google treats Geo sites as competing duplicate content (assigns lower relevancy or excludes from index)
Solution: HrefLang (language/country) annotations to XML Sitemaps
Source: BrightEdge
15. 15
Tech SEO: HrefLang XML Sitemaps / Geo Targeting
Success metrics / case study (pilot UK product pages):
Significant ranking improvement in Google UK (Number of UK pages
ranking on Page 1 on Google UK increased from 8 to 113)
Average daily Visits: +720%
Average daily Revenue: +416%
Next steps:
Expand based on prioritization
Source: Adobe Discover, BrightEdge
16. 16
Tech SEO: 404 Errors and Redirects
404 (pages not found) errors impact User Experience and SEO
Identify 404 URLs (SiteCatalyst, GWT)
Identify redirect destination
Request redirects
Success metrics / case study:
29% decrease in monthly 404 page views
900 incremental Units sold each month
Source: Dummy data (actual data would be from Adobe SiteCatalyst, Google Webmaster Tools)
17. Localization SEO Process
Identify localization opportunities
Prioritization based on data (i.e. RPV for top tier countries, Visits trends for
emerging markets)
Localize
Measure impact and provide case studies to stakeholders
Source: Dummy data (actual data would be from Adobe discover)
18. 18
SEO Localization Impact Analysis
Strategy: localize and optimize in
Geos based on prioritization
Success metrics / case study:
Increase in rankings in Geo SEs
Growth in Visits, Units, Revenue
Next steps: additional Geo
optimization based on data
Source: BrightEdge, Adobe Discover (Entry Page report, 18 localized product pages, EMEA)
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Avoid Common Mistakes
Making decisions based on a small data sample
Analyzing too much data (analysis paralysis)
Working with biased data (i.e. seasonal trends)