1.
#SMX #31C @adamproehl
Because SEO doesn’t succeed in a vaccum
SEO Reports for Non-SEO’s

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.
#SMX #31C @adamproehl
§ What the “SEO Stakeholders” Need
§ How to Present
§ Where it Helps You
Topics

4.
#SMX #31C @adamproehl
The SEO Pipe Dream
You
the
SEO
Perfect! Right?

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.
#SMX #31C @adamproehl
§ Technical SEO
§ Role of Content
§ Earned Authority
§ Local
What SEO’s Want to Learn
§ Mobile
§ Audience Mapping
§ Audits
§ Algorithm Updates

7.
#SMX #31C @adamproehl
SEO Mission: Navigate Through
§ Corporate Politics
§ Sacred Cows
§ Priorities
§ Limited Resources / Budgets

8.
#SMX #31C @adamproehl
So….. how’s this work?
GREAT!!!!!

9.
#SMX #31C @adamproehl
In Your Company:
Who affects
your SEO?

10.
#SMX #31C @adamproehl
Examples:
Who affects
your SEO?
§ Board & C-Level
§ IT / Development
§ Marcomm
§ Product Management
§ Local Branches / Retailers

11.
#SMX #31C @adamproehl
Board / C-Level
§ ROI Analysis
§ Competition
§ Risk vs. Upside
§ Visual Representations
What Resonates?

12.
#SMX #31C @adamproehl
The Visual:
You’re
feeling
great!
………Right?

13.
#SMX #31C @adamproehl
Starting Now:
The “Marketing Mad
Dash Scramble”
But…..WAIT!

14.
#SMX #31C @adamproehl
Board / C-Level: Reports to Show
§ Results – In Simplified Form

15.
#SMX #31C @adamproehl
Board / C-Level: Reports to Show
§ Competition: High Level - How do we stack?
*Cite Source
*Brief Data Explanation

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.
#SMX #31C @adamproehl
Convince executive to seek
help for insomnia!
Bonus: Free Tip (Non Reporting Related)

18.
#SMX #31C @adamproehl
IT / Development
§ Work Effort
§ Priority Fit
§ WHY it Matters
§ Proof & Evidence
What Resonates?

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.
#SMX #31C @adamproehl
Local Branches / Retailers / Franchises
§ Where they show
§ Their competition
§ What YOUR doing for
them
What Resonates?

21.
#SMX #31C @adamproehl
Local Branches / Retailers / Franchises
SHORT
VERSION:
WHERE
ARE
WE?!?!?!?

22.
#SMX #31C @adamproehl
Local Branches/Retailers/Franchises: Reports to Show
Competitive comparison data, but……
always include Supporting Visuals

23.
#SMX #31C @adamproehl
Marcomm § Coverage / Brand
Perception
§ Messaging
§ Audience Habits &
Mindsets
§ Market Trends
What Resonates?

24.
#SMX #31C @adamproehl
Marcomm: Reports to Show
Filter as necessary

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.
#SMX #31C @adamproehl
Marcomm Word of Caution:
§ Show Data
§ Present Analysis
§ Testing “softball”
BUT….
NO backseat driving

27.
#SMX #31C @adamproehl
Product Management
§ Customer Demands
§ Competitive Insights
§ Market Trends
What Resonates?

28.
#SMX #31C @adamproehl
Product Management: Reports to Show
§ Filtered Queries
§ Competitors
§ Questions
§ Site Engagement

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.
#SMX #31C @adamproehl
Whenever possible:
Authoritative
Sources
Rules to Always Follow:
2

31.
#SMX #31C @adamproehl
Data….
Along with
a visual
Rules to Always Follow:
3
Image Credit: Search Engine Land – July 2014

32.
#SMX #31C @adamproehl
It’s NEVER
about you
INSTEAD:
§ Your Customer
§ Contribution to company goals
Rules to Always Follow:
4

33.
#SMX #31C @adamproehl
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016