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#SMX #31C @adamproehl
Because SEO doesn’t succeed in a vaccum
SEO Reports for Non-SEO’s
#SMX #31C @adamproehl
§  Digital Marketer since 1998
§  Specialize in Complex & Omni-Channel sales
§  Partner at Nordic...
#SMX #31C @adamproehl
§  What the “SEO Stakeholders” Need
§  How to Present
§  Where it Helps You
Topics
#SMX #31C @adamproehl
The SEO Pipe Dream
You
the
SEO
Perfect! Right?
#SMX #31C @adamproehl
The SEO Pipe Dream
You
the
SEO
Hosting Backend CMS / e-com Branding & Marcom
Architecture Product Ma...
#SMX #31C @adamproehl
§  Technical SEO
§  Role of Content
§  Earned Authority
§  Local
What SEO’s Want to Learn
§  Mo...
#SMX #31C @adamproehl
SEO Mission: Navigate Through
§  Corporate Politics
§  Sacred Cows
§  Priorities
§  Limited Reso...
#SMX #31C @adamproehl
So….. how’s this work?
GREAT!!!!!
#SMX #31C @adamproehl
In Your Company:
Who affects
your SEO?
#SMX #31C @adamproehl
Examples:
Who affects
your SEO?
§  Board & C-Level
§  IT / Development
§  Marcomm
§  Product Man...
#SMX #31C @adamproehl
Board / C-Level
§  ROI Analysis
§  Competition
§  Risk vs. Upside
§  Visual Representations
What...
#SMX #31C @adamproehl
The Visual:
You’re
feeling
great!
………Right?
#SMX #31C @adamproehl
Starting Now:
The “Marketing Mad
Dash Scramble”
But…..WAIT!
#SMX #31C @adamproehl
Board / C-Level: Reports to Show
§  Results – In Simplified Form
#SMX #31C @adamproehl
Board / C-Level: Reports to Show
§  Competition: High Level - How do we stack?
*Cite Source
*Brief ...
#SMX #31C @adamproehl
Board / C-Level: Reports to Show
GOAL: Site Traffic GOAL: Share of Market
•  Sessions from Organic S...
#SMX #31C @adamproehl
Convince executive to seek
help for insomnia!
Bonus: Free Tip (Non Reporting Related)
#SMX #31C @adamproehl
IT / Development
§  Work Effort
§  Priority Fit
§  WHY it Matters
§  Proof & Evidence
What Reson...
#SMX #31C @adamproehl
IT / Development: Reports to Show
•  Forget spreadsheets
•  Show the visual
•  Quote the source
•  C...
#SMX #31C @adamproehl
Local Branches / Retailers / Franchises
§  Where they show
§  Their competition
§  What YOUR doin...
#SMX #31C @adamproehl
Local Branches / Retailers / Franchises
SHORT
VERSION:
WHERE
ARE
WE?!?!?!?
#SMX #31C @adamproehl
Local Branches/Retailers/Franchises: Reports to Show
Competitive comparison data, but……
always inclu...
#SMX #31C @adamproehl
Marcomm §  Coverage / Brand
Perception
§  Messaging
§  Audience Habits &
Mindsets
§  Market Tren...
#SMX #31C @adamproehl
Marcomm: Reports to Show
Filter as necessary
#SMX #31C @adamproehl
Marcomm: Reports to Show
Landing Page Metrics
§  Filter as
necessary
§  Analysis
§  Pre Click Mes...
#SMX #31C @adamproehl
Marcomm Word of Caution:
§  Show Data
§  Present Analysis
§  Testing “softball”
BUT….
NO backseat...
#SMX #31C @adamproehl
Product Management
§  Customer Demands
§  Competitive Insights
§  Market Trends
What Resonates?
#SMX #31C @adamproehl
Product Management: Reports to Show
§  Filtered Queries
§  Competitors
§  Questions
§  Site Enga...
#SMX #31C @adamproehl
“If you cannot explain
it in simple terms,
then you do not
understand it well
enough”
- Albert Einst...
#SMX #31C @adamproehl
Whenever possible:
Authoritative
Sources
Rules to Always Follow:
2
#SMX #31C @adamproehl
Data….
Along with
a visual
Rules to Always Follow:
3
Image Credit: Search Engine Land – July 2014
#SMX #31C @adamproehl
It’s NEVER
about you
INSTEAD:
§  Your Customer
§  Contribution to company goals
Rules to Always Fo...
#SMX #31C @adamproehl
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016
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SEO Reports for Non-SEOs By Adam Proehl

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: The Most Valuable Analytics Reports All SEOs Should Be Running. PRESENTATION: SEO Reports for Non-SEOs - Given by Adam Proehl, @AdamProehl, Partner - NordicClick Interactive. #SMX #31C

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SEO Reports for Non-SEOs By Adam Proehl

  1. 1. #SMX #31C @adamproehl Because SEO doesn’t succeed in a vaccum SEO Reports for Non-SEO’s
  2. 2. #SMX #31C @adamproehl §  Digital Marketer since 1998 §  Specialize in Complex & Omni-Channel sales §  Partner at NordicClick Interactive – a Minneapolis based agency §  Past Instructor at Online Marketing Institute, University of San Francisco, and Instant E- Learning §  Hopeless MN sports fan About Me
  3. 3. #SMX #31C @adamproehl §  What the “SEO Stakeholders” Need §  How to Present §  Where it Helps You Topics
  4. 4. #SMX #31C @adamproehl The SEO Pipe Dream You the SEO Perfect! Right?
  5. 5. #SMX #31C @adamproehl The SEO Pipe Dream You the SEO Hosting Backend CMS / e-com Branding & Marcom Architecture Product Management Content & Messaging Legacy Systems Design IT & Development Sales C-Level & Board Finance Local Branches Competitors …..and others REALITY: Variables that affect your job
  6. 6. #SMX #31C @adamproehl §  Technical SEO §  Role of Content §  Earned Authority §  Local What SEO’s Want to Learn §  Mobile §  Audience Mapping §  Audits §  Algorithm Updates
  7. 7. #SMX #31C @adamproehl SEO Mission: Navigate Through §  Corporate Politics §  Sacred Cows §  Priorities §  Limited Resources / Budgets
  8. 8. #SMX #31C @adamproehl So….. how’s this work? GREAT!!!!!
  9. 9. #SMX #31C @adamproehl In Your Company: Who affects your SEO?
  10. 10. #SMX #31C @adamproehl Examples: Who affects your SEO? §  Board & C-Level §  IT / Development §  Marcomm §  Product Management §  Local Branches / Retailers
  11. 11. #SMX #31C @adamproehl Board / C-Level §  ROI Analysis §  Competition §  Risk vs. Upside §  Visual Representations What Resonates?
  12. 12. #SMX #31C @adamproehl The Visual: You’re feeling great! ………Right?
  13. 13. #SMX #31C @adamproehl Starting Now: The “Marketing Mad Dash Scramble” But…..WAIT!
  14. 14. #SMX #31C @adamproehl Board / C-Level: Reports to Show §  Results – In Simplified Form
  15. 15. #SMX #31C @adamproehl Board / C-Level: Reports to Show §  Competition: High Level - How do we stack? *Cite Source *Brief Data Explanation
  16. 16. #SMX #31C @adamproehl Board / C-Level: Reports to Show GOAL: Site Traffic GOAL: Share of Market •  Sessions from Organic Search up 119% •  Still trailing competitor “A” in overall share Opportunities / Needs Risks •  Competitor A historically recognizes emerging markets before us •  Willingness / hesitation on getting content stories from current members GOAL: Conversions •  Sessions from Organic Search up 119% •  Strongest competitor weak in content in “aging & fitness category”. •  Need budget approval for content project ($20k) •  GOAL: X# of quality sessions to category landing pages •  “One Pager” •  Simplify •  Visual •  Opportunities/Risks
  17. 17. #SMX #31C @adamproehl Convince executive to seek help for insomnia! Bonus: Free Tip (Non Reporting Related)
  18. 18. #SMX #31C @adamproehl IT / Development §  Work Effort §  Priority Fit §  WHY it Matters §  Proof & Evidence What Resonates?
  19. 19. #SMX #31C @adamproehl IT / Development: Reports to Show •  Forget spreadsheets •  Show the visual •  Quote the source •  Clear Requirements •  Translate insights to customer experience •  Don’t insult
  20. 20. #SMX #31C @adamproehl Local Branches / Retailers / Franchises §  Where they show §  Their competition §  What YOUR doing for them What Resonates?
  21. 21. #SMX #31C @adamproehl Local Branches / Retailers / Franchises SHORT VERSION: WHERE ARE WE?!?!?!?
  22. 22. #SMX #31C @adamproehl Local Branches/Retailers/Franchises: Reports to Show Competitive comparison data, but…… always include Supporting Visuals
  23. 23. #SMX #31C @adamproehl Marcomm §  Coverage / Brand Perception §  Messaging §  Audience Habits & Mindsets §  Market Trends What Resonates?
  24. 24. #SMX #31C @adamproehl Marcomm: Reports to Show Filter as necessary
  25. 25. #SMX #31C @adamproehl Marcomm: Reports to Show Landing Page Metrics §  Filter as necessary §  Analysis §  Pre Click Messaging §  Post Click Messaging §  Call to Action
  26. 26. #SMX #31C @adamproehl Marcomm Word of Caution: §  Show Data §  Present Analysis §  Testing “softball” BUT…. NO backseat driving
  27. 27. #SMX #31C @adamproehl Product Management §  Customer Demands §  Competitive Insights §  Market Trends What Resonates?
  28. 28. #SMX #31C @adamproehl Product Management: Reports to Show §  Filtered Queries §  Competitors §  Questions §  Site Engagement
  29. 29. #SMX #31C @adamproehl “If you cannot explain it in simple terms, then you do not understand it well enough” - Albert Einstein Rules to Always Follow: 1
  30. 30. #SMX #31C @adamproehl Whenever possible: Authoritative Sources Rules to Always Follow: 2
  31. 31. #SMX #31C @adamproehl Data…. Along with a visual Rules to Always Follow: 3 Image Credit: Search Engine Land – July 2014
  32. 32. #SMX #31C @adamproehl It’s NEVER about you INSTEAD: §  Your Customer §  Contribution to company goals Rules to Always Follow: 4
  33. 33. #SMX #31C @adamproehl THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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