Aleyda Solís, profile picture
Uploaded byAleyda Solís
PDF, PPTX541 views

How to Develop Successful SEO Reports #SEOKomm

The document discusses effective SEO reporting. It recommends establishing meaningful goals and key performance indicators (KPIs) connected to those goals. Goals and KPIs should vary based on the intended audience, such as management wanting to see business metrics like ROI and revenue, while SEO teams want to see operational metrics like rankings and backlinks. Reports should communicate results, explain causes of results, and drive action to achieve goals. Dashboards alone are insufficient and reports require additional data storytelling, analysis, and recommendations. The effectiveness of SEO reporting can impact support and success.

Embed presentation

Download as PDF, PPTX
#SEOReporting by @aleyda from @orainti SEO REPORTING FOR SUCCESS #SEOReporting by @aleyda from @orainti Do’s, Dont’s & Templates to Communicate & Influence
#SEOReporting by @aleyda from @orainti I know, you likely didn’t become an SEO for the love of reporting
#SEOReporting by @aleyda from @orainti In fact, it’s among the least favorite activities for SEOs https://twitter.com/aleyda/status/1492098492298403840
#SEOReporting by @aleyda from @orainti But decision- makers do care about reporting as it’s how they assess the SEO process https://seomba.substack.com/p/your-boss-cares-about-reporting-more
#SEOReporting by @aleyda from @orainti The effectiveness of reports can be the difference between getting fired, more SEO support or a raise
#SEOReporting by @aleyda from @orainti But many SEO Reports are just a compilation of dashboards automated via tools showing SEO metrics
#SEOReporting by @aleyda from @orainti 41% of SEOs asked said to only use a dashboard with data for reporting https://twitter.com/aleyda/status/1459202085715591174
#SEOReporting by @aleyda from @orainti Data from dashboards will be included in reports but they can’t replace them REPORT DASHBOARD A visualization tool that contains the most important up- to date metrics on a topic/area, used for performance monitoring. Document featuring a collection of cleaned/sorted data (text, graphs, charts) with explanations, used for periodic analysis of single or many areas. https://chartio.com/blog/dashboards-vs-reports-how-theyre-the-same-how-theyre-different/
#SEOReporting by @aleyda from @orainti Using only automated dashboards with no personalization can be harmful Non-Meaningful Metrics to track actual progress ISSUES CONSEQUENCES No Insights, analysis nor outcome actions Irrelevant KPIs recipients don’t care about nor understand Lack of prioritization Unclear Data Presentation Confusion about actual SEO goals achievement No Visibility of SEO activities progress Lack of vision about what’s causing lack of goals achievement Uncertainty regarding next steps and needs to achieve goals Distrust of SEO
#SEOReporting by @aleyda from @orainti Although most SEOs add business metrics that will help to connect with decision makers https://twitter.com/aleyda/status/1459202085715591174
#SEOReporting by @aleyda from @orainti and also add commentary to them https://twitter.com/aleyda/status/1459202085715591174
#SEOReporting by @aleyda from @orainti SEO dashboards (even personalized) can’t achieve all SEO reporting goals Only partially this one COMMUNICATE RESULTS EXPLAIN THE CAUSE OF RESULTS DRIVE ACTION TO ACHIEVE GOALS
#SEOReporting by @aleyda from @orainti Especially taking into consideration that most SEOs don’t always present their reports https://twitter.com/aleyda/status/1459202085715591174
#SEOReporting by @aleyda from @orainti SEO reports need to communicate process evolution towards goals 3. HOW 2. WHY 1. WHAT How are the results going to be kept or improved to achieve goals? Has been achieved vs. what was expected? Are these the results achieved so far?
#SEOReporting by @aleyda from @orainti explain why the different areas are or aren’t evolving as expected 2. WHY 1. WHAT Has been achieved vs. what was expected? Are these the results achieved so far? 3. HOW How are the results going to be kept or improved to achieve goals?
#SEOReporting by @aleyda from @orainti To establish actions & request support for next steps to achieve goals 3. HOW 2. WHY 1. WHAT How are the results going to be kept or improved to achieve goals? Has been achieved vs. what was expected? Are these the results achieved so far?
#SEOReporting by @aleyda from @orainti Yes, there are timing restrictions and you need to do reporting fast https://twitter.com/aleyda/status/1459202085715591174
#SEOReporting by @aleyda from @orainti However, SEO Reporting is only a monthly effort! https://twitter.com/aleyda/status/1459202085715591174
#SEOReporting by @aleyda from @orainti I’ll show you how by asking a few questions with checklists and templates to save time
#SEOReporting by @aleyda from @orainti COMMUNICATE RESULTS EXPLAIN THE CAUSE OF RESULTS DRIVE ACTION TO ACHIEVE GOALS Let’s create effective SEO reports that help you to achieve these 3 goals
#SEOReporting by @aleyda from @orainti MEANINGFUL KPIS CLEAR DATA PRESENTATION DATA STORYTELLING By following 3 principles through your SEO reporting process COMMUNICATE RESULTS EXPLAIN THE CAUSE OF RESULTS DRIVE ACTION TO ACHIEVE GOALS
#SEOReporting by @aleyda from @orainti Start by only using meaningful KPIs that actually communicate results MEANINGFUL KPIS CLEAR DATA PRESENTATION DATA STORYTELLING COMMUNICATE RESULTS EXPLAIN THE CAUSE OF RESULTS DRIVE ACTION TO ACHIEVE GOALS
#SEOReporting by @aleyda from @orainti Avoid using proprietary metrics which are unreliable and difficult to connect with your SEO goals
#SEOReporting by @aleyda from @orainti Don’t add to reports all what you monitor, only KPIs connected to SEO goals the audience care about CMO WILL CARE ABOUT THIS THIS WILL ONLY ADD CONFUSION TO CMO
#SEOReporting by @aleyda from @orainti Instead, reports should include KPIs showing performance towards goals +50% SEO Process ROI in 12 months GOAL SEO Process ROI KPI Organic Search Revenue METRICS 1st in Organic Search Traffic marketshare in 12 months Organic Search Traffic marketshare Website Organic search traffic PROGRESS TO BE SHOWN VIA TO BE CALCULATED WITH
#SEOReporting by @aleyda from @orainti to be calculated by measuring the connected relevant SEO metrics +50% SEO Process ROI in 12 months GOAL SEO Process ROI KPI Organic Search Revenue SEO related Cost (Consulting, resources) METRICS 1st in Organic Search Traffic marketshare in 12 months Organic Search Traffic marketshare Website Organic search traffic Competitors Organic search traffic PROGRESS TO BE SHOWN VIA TO BE CALCULATED WITH
#SEOReporting by @aleyda from @orainti CEO/CMO/NON- TECHNICAL CLIENT SEO TEAM HEAD OF SEO / TECHNICAL CLIENT Start by establishing your SEO reports audience: Who are you going to report? OTHER AREAS STAKEHOLDERS (EG. TECH, UX) MANAGEMENT/DECISION MAKERS OPERATIONAL STAKEHOLDERS
#SEOReporting by @aleyda from @orainti What’s the ROI? What’s the revenue? What’s our traffic marketshare? Each will want to answer different types of questions about the SEO progress What’s the ROI? What’s the revenue? What’s our traffic marketshare? How are we ranking? Are we gaining backlinks? Is new content attracting traffic? What’s our traffic marketshare? How are we ranking? Are we gaining backlinks? Is new content attracting traffic? Are key pages getting indexed? Are key pages getting crawled? What’s our traffic marketshare? How are we ranking? How’s the crawl budget trend? Is page speed better? Are key pages getting indexed? Are key pages getting crawled? CEO/CMO/NON- TECHNICAL CLIENT SEO TEAM HEAD OF SEO / TECHNICAL CLIENT OTHER AREAS STAKEHOLDERS (EG. TECH, UX) MANAGEMENT/DECISION MAKERS OPERATIONAL STAKEHOLDERS
#SEOReporting by @aleyda from @orainti For which you’ll need to monitor different metrics from the activities you develop Backlinks Content Optimization Crawlability Technical Optimization Link Building Indexability Relevance Mentions Experience Optimization Mobile Friendliness Page Speed Page Stability Page Security Linking Domains Expertise Trustworthiness
#SEOReporting by @aleyda from @orainti … as well as their outcomes Backlinks Content Optimization Crawlability Technical Optimization Link Building Indexability Relevance Mentions Experience Optimization Mobile Friendliness Page Speed Page Stability Page Security Linking Domains Expertise Trustworthiness RANKINGS TRAFFIC REVENUE
#SEOReporting by @aleyda from @orainti Ask each stakeholder about SEO goals progress they want to be informed of Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets Make sure these are actual goals that have been set for the SEO process and there are actions to be executed that are connected to their achievement.
#SEOReporting by @aleyda from @orainti Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets These should be “SMARTER” SEO goals, connecting SEO efforts w/ biz objectives SMARTER Specific [Significant] Measurable [Meaningful] Attainable [Action Oriented] Relevant [Rewarding] Time-Bound [Trackable] Evaluated [Ethical] Reviewed [Rewarding]
#SEOReporting by @aleyda from @orainti They can be operational or business related, depending on stakeholder role Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets COMMUNICATION SOFTWARE COMPANY INCREASE 150% SALES FOR COMMUNICATION SOFTWARE BY REMOTE PROFESSIONALS INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF COMMUNICATION SOFTWARE FOR REMOTE WORKERS GROW 250% ORGANIC SEARCH TRAFFIC TO COMMS SOFTWARE LISTINGS, COMPARISONS, REVIEWS AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY SOFTWARE LISTINGS AND COMPARISONS PAGES TAKE INTO TOP 10 PILLAR PAGES OF COMMS SOFTWARE FOR REMOTE PROFESSIONALS …. 1. YOU’RE TRYING TO GET THIS 2. TO OBTAIN THIS! Business SEO Goals [What Decision Makers care About] Operational SEO goals [What SEOs care about] BIZ GOALS BIZ & OPERATIONAL GOALS
#SEOReporting by @aleyda from @orainti Agree which goals progress questions should be answered with SEO reports Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets Make sure these are relevant, useful questions to ask when assessing progress towards SEO goals.
#SEOReporting by @aleyda from @orainti Once you have the questions, it will be easier to establish the KPIs to report Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets Ensure that these KPIs will actually allow you to answer the goals progress related questions, otherwise they might not be relevant to include.
#SEOReporting by @aleyda from @orainti as well as the metrics to obtain and measure to calculate the KPIs Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets If you can’t establish meaningful metrics to calculate KPIs and answer goal progress questions, then the goal might not be a SMARTER one!
#SEOReporting by @aleyda from @orainti Ensure metrics data sources are reliable and stakeholders trust them Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets Establish a couple of methods to gather the same data for consistency check
#SEOReporting by @aleyda from @orainti Is it difficult to ensure accuracy for some KPIs? Ensure precision Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets Accuracy means that the data is correct. Precision means that the data is consistent. https://www.kaushik.net/avinash/emetrics-dc-07-reflections-accuracy-precision-predictive-analytics/
#SEOReporting by @aleyda from @orainti confirm the scope, frequency and format to present the report Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets
#SEOReporting by @aleyda from @orainti Set expectations about timing to avoid unnecessary too frequent reporting Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets There’s no point on doing weekly reports if there won’t be meaningful changes during this period of time due to SEO nature and frequency of releases
#SEOReporting by @aleyda from @orainti You have now the input needed to start collecting data & put reports together Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets
#SEOReporting by @aleyda from @orainti With only relevant KPIs for each audience, and metrics they understand Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets
#SEOReporting by @aleyda from @orainti Here’s a Sheet version of the SEO report Planner for using meaningful KPIs https://docs.google.com/spreadsheets/d/1g88EW02BRQGtaHQQ6wohL0jUVrSqcozaLUcTqbveNfQ/view?usp=sharing
#SEOReporting by @aleyda from @orainti Ensure clear KPIs presentation to facilitate progress understanding MEANINGFUL KPIS CLEAR DATA PRESENTATION DATA STORYTELLING COMMUNICATE RESULTS EXPLAIN THE CAUSE OF RESULTS DRIVE ACTION TO ACHIEVE GOALS
#SEOReporting by @aleyda from @orainti It’s not about “creating a pretty report” but about making your data easy to understand Top Ranked Queries Beautiful but difficult to understand
#SEOReporting by @aleyda from @orainti vs Have Visits in the Last Quarter improved 30% YoY? Difficult to understand Sometimes a simpler scorecard will be easier to understand than a fancy time series Easier to say
#SEOReporting by @aleyda from @orainti What’s the story your data is trying to deliver? Who will you present your results to? How many data categories and points do you have? Should you display values over time or among groups? Identify the best data visualization format for each KPI asking a few Qs https://scalefresh.com/cheatsheet-for-charts/ + https://www.tapclicks.com/resources/blog/guided-visualization/
#SEOReporting by @aleyda from @orainti vs Difficult to tell Easier to say Test w/ real data to see if each KPI Goal Progress Questions can be answered What’s the branded traffic share? Has it grown to 20% after a year? GOAL: 20% Branded Traffic Share in a Year
#SEOReporting by @aleyda from @orainti Communicate one major KPI in each chart to avoid confusing the audience Difficult to tell Have Visits and Impressions increased YoY in the last month? Easier to say vs
#SEOReporting by @aleyda from @orainti Remove pointless decorations & information that won’t help to answer the KPI goal question What are the top 10 ranked queries & their positions? vs
#SEOReporting by @aleyda from @orainti Add the relevant data source to each chart to establish trust and avoid doubts What’s the branded traffic share? Has it grown to 20% after a year? Website Traffic January - December 2021 Source: Google Search Console Where the data comes from
#SEOReporting by @aleyda from @orainti Always Label chart elements clearly and directly to facilitate fast understanding vs Easier! Difficult to tell What’s the branded traffic share? Has it grown to 20% after a year?
#SEOReporting by @aleyda from @orainti Include the question to be answered with each KPI as a chart headline to facilitate story telling Non-Branded vs. Branded Traffic What’s the branded traffic share? Has it grown to 20% after a year? vs What goal progress question does this chart answer? Easier! Difficult to tell
#SEOReporting by @aleyda from @orainti Use color with intent, to facilitate KPIs progression understanding vs Are results improving over time? Easier! Difficult to tell
#SEOReporting by @aleyda from @orainti Here’s a Sheet of the Charts Usage Checklist for clear data presentation https://docs.google.com/spreadsheets/d/1g88EW02BRQGtaHQQ6wohL0jUVrSqcozaLUcTqbveNfQ/view#gid=2882816
#SEOReporting by @aleyda from @orainti Leverage Data Storytelling to explain and drive action with your SEO reports MEANINGFUL KPIS CLEAR DATA PRESENTATION DATA STORYTELLING COMMUNICATE RESULTS EXPLAIN THE CAUSE OF RESULTS DRIVE ACTION TO ACHIEVE GOALS
#SEOReporting by @aleyda from @orainti Data storytelling creates compelling narratives to help audiences understand & drive action https://www.forbes.com/sites/brentdykes/2016/03/31/data-storytelling-the-essential-data-science-skill-everyone-needs/
#SEOReporting by @aleyda from @orainti Storytelling should help communicate the value from the data you’re showing Stories Attract and Maintain People’s Attention for Longer Numbers Without Stories can be Boring Stories Communicate Insights with the Highest Clarity https://ppcexpo.com/blog/storytelling-with-data
#SEOReporting by @aleyda from @orainti Be careful to not misrepresent the data bringing to wrong conclusions though Cherry-pick data Manipulate scale Be inconsistent Show the Whole Picture Give Full Visual Context Keep visuals & language consistent across report DON’T DON’T DON’T DO DO DO https://ppcexpo.com/blog/storytelling-with-data
#SEOReporting by @aleyda from @orainti Explain and drive action without misleading, even if results are not positive, to keep trust 2021 2020 What’s the site organic search traffic trend? What’s the site organic search traffic trend? vs Q3 2021 Q4 2021 The site organic search traffic has had a strong +39% growth in Q4 2021 versus Q3, in a steady trend to achieve goals of 30% YoY in 2022. The site organic search traffic had a -8.3% decrease in 2021 vs 2020 due to drop in Q2 and Q3 2021after being hit by Google Core Updates. However, content optimization efforts started in May and thanks to them the site started to recover in Q4 and has now a steady positive trend and is expected to fully in January 2022. If content optimization efforts continue to be made for the positive performance to be kept through 2022, the 30% YoY traffic goal for 2022 should be achievable. A bit misleading More accurate April Google Update Content Optimization Process June Google Update
#SEOReporting by @aleyda from @orainti Negative results don’t need to damage client perception! Show you know the cause & what to do
#SEOReporting by @aleyda from @orainti Start by crafting a compelling narrative for each KPI using the 3 act structure What happened? Why Did it Happen? How to Proceed? SETUP CONFLICT RESOLUTION https://towardsdatascience.com/how-to-build-a-narrative-from-data-85e327940c13
#SEOReporting by @aleyda from @orainti The Setup: Describe “what happened” with each KPI result vs expected goal What’s the branded traffic share? Website Traffic January - December 2021 Source: Google Search Console December Branded traffic Share reached 28.9% but Still Fell Short from 30% Goal Despite an important increase from 8% to 28.9% in the last month, December’s branded traffic share results have fell short from the 30% goal. Goal: 30% branded traffic share by December Audience: CEO/CMO KPI: Branded Traffic Share …. HEADING KPI CHART DESCRIPTION
#SEOReporting by @aleyda from @orainti The Conflict: Explain the why behind the result, whether positive or negative December Branded traffic Share reached 28.9% but Still Fell Short from 30% Goal Despite an important increase from 8% to 28.9% in the last month, December’s branded traffic share results have fell short from the 30% goal. Why have we fell short? The “Branded Content” initiative meant drive the increase of branded traffic share suffered a 4 months delay: Planned to be released in March 2021, faced UX & development constraints, only launching 40% of planned content then, leaving 60% to be launched until October, leaving too little time to see the full results for December. Goal: 30% branded traffic share by December Audience: CEO/CMO KPI: Branded Traffic Share CAUSE What’s the branded traffic share? Website Traffic January - December 2021 Source: Google Search Console Partial 1st Release Partial 2nd Release ADD LABELS/ HIGHLIGHT IN CHART ….
#SEOReporting by @aleyda from @orainti The Resolution: How to proceed to achieve the expected goal? Goal: 30% branded traffic share by December Audience: CEO/CMO KPI: Branded Traffic Share What’s the branded traffic share? Website Traffic January - December 2021 Source: Google Search Console December Branded traffic Share reached 28.9% but Still Fell Short from 30% Goal Despite an important increase from 8% to 28.9% in the last month, December’s branded traffic share results have fell short from the 30% goal. Why have we fell short? The “Branded Content” initiative meant drive the increase of branded traffic share suffered a 4 months delay: Planned to be released in March 2021, faced UX & development Partial 1st Release Partial 2nd Release constraints, only launching 40% of planned content then, leaving 60% to be launched until October, leaving too little time to see the full results for December. How to achieve the expected goal? Given the release delays, it’s expected to reach the +30% branded traffic share in January, a month later than what was initially planned, however, this also means a delay in the expected +50% goals for next year for which the “Commercial Branded Content” initiative had been planned to release in March. It’s then recommended to launch them in January instead, to catch up with expected results. RECOMMENDATIONS
#SEOReporting by @aleyda from @orainti Now you have the steps and a template to use for each KPI Goal: X% of [METRIC] by [DATE] Audience: [ROLE] KPI: [KPI NAME] [DESCRIPTIVE KPI PROGRESS SUMMARIZING HEADING] Introduction explaining what happened and if the expected results have been achieved or not. Why [THE RESULT IS THE ONE IT IS]? Explain why this happened, good or bad. How to achieve the expected goal? Summarize the proposed next steps to start, continue or stop executing to achieve the expected goal. RESOLUTION CONFLICT SETUP KPI CHART
#SEOReporting by @aleyda from @orainti It’s time to structure your SEO report, featuring a page/slide per KPI PAGE 1 PAGE 2 PAGE 3 KPI 1 KPI 2 KPI 3
#SEOReporting by @aleyda from @orainti organize the pages to begin with the most important KPIs to the audience PAGE 1 PAGE 2 PAGE 3 KPI 3 KPI 2 KPI 1
#SEOReporting by @aleyda from @orainti Add a data appendix at the end w/ extra evidence to refer from the KPIs pages Data Appendix PAGE 1 PAGE 2 PAGE 3 KPI 3 KPI 2 KPI 1
#SEOReporting by @aleyda from @orainti Include an executive summary at start, highlighting main KPIs results & actions Executive Summary Data Appendix PAGE 1 PAGE 2 PAGE 3 KPI 3 KPI 2 KPI 1 KPI 3 KPI 1 KPI 2 SEO Goals Progress Overview Setup Conflict Resolution Setup Conflict Resolution Setup Conflict Resolution Conclusion
#SEOReporting by @aleyda from @orainti It should be concise but include enough to stand by itself as a report overview Executive Summary Data Appendix PAGE 1 PAGE 2 PAGE 3 KPI 3 KPI 2 KPI 1 KPI 3 KPI 1 KPI 2 The executive summary should be the last to write and add to the report. Write it using a shorter version of the 3 act structure to keep the audience engaged and incentivized to learn more and take action. Setup Conflict Resolution Setup Conflict Resolution Setup Conflict Resolution SEO Goals Progress Overview Conclusion
#SEOReporting by @aleyda from @orainti Use this SEO Report structure to facilitate data storytelling and action Executive Summary PAGE 1 PAGE 2 PAGE 3 KPI 3 KPI 2 KPI 1 KPI 3 KPI 1 KPI 2 SEO Goals Progress Overview Setup Conflict Resolution Setup Conflict Resolution Setup Conflict Resolution Conclusion Data Appendix SEO REPORT STRUCTURE
#SEOReporting by @aleyda from @orainti Download the report template in Google Slides Format from here https://docs.google.com/presentation/d/1jFumv0jI0tAfnkIkbEu8x5JwuOq_k93sVcWe5vZMeR0/edit?usp=sharing
#SEOReporting by @aleyda from @orainti And remember, present the SEO report to ensure understanding & get feedback
#SEOReporting by @aleyda from @orainti Is it difficult to set a call to present the SEO report? Record yourself and send a video going through it Use Streamyard, Loom or Zoom
#SEOReporting by @aleyda from @orainti Now you know How To Follow these to achieve SEO reporting goals MEANINGFUL KPIS CLEAR DATA PRESENTATION DATA STORYTELLING COMMUNICATE RESULTS EXPLAIN THE CAUSE OF RESULTS DRIVE ACTION TO ACHIEVE GOALS
#SEOReporting by @aleyda from @orainti Too Much Work to do every month?
#SEOReporting by @aleyda from @orainti Remember it’s about cost- effectiveness of the SEO process and keeping clients satisfied
#SEOReporting by @aleyda from @orainti Start little by little with a few reports to show the impact and get the buy-in!
#SEOReporting by @aleyda from @orainti This, ultimately, makes it all worthy
#SEOReporting by @aleyda from @orainti I’m Aleyda Solis * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Crawling Mondays Video & Podcast Series Host * #SEOFOMO Newsletter Wrangler * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder Thanks orainti.com

More Related Content

PDF
SEO Reporting for Success at #FOS22
byAleyda Solís
 
PDF
Make SEO Audits that Matter & Get Implemented for Success
byAleyda Solís
 
PDF
SEO Reporting to Impress: How to Successfully Report your SEO Efforts & Resul...
byAleyda Solís
 
PDF
SEO Reporting How to Track Performance Effectively.pdf
byseosgcompany
 
PDF
Cómo Crear 
Informes SEO de Éxito
byAleyda Solís
 
PDF
How to Make SEO Audits That Matter & Get Implemented for SEO Success - The Ex...
byAleyda Solís
 
PPTX
How Do I Know If My SEO Is Working?
byBoostability
 
PPTX
Reporting! Reporting! Reporting!
byKerry Dean
 
SEO Reporting for Success at #FOS22
byAleyda Solís
 
Make SEO Audits that Matter & Get Implemented for Success
byAleyda Solís
 
SEO Reporting to Impress: How to Successfully Report your SEO Efforts & Resul...
byAleyda Solís
 
SEO Reporting How to Track Performance Effectively.pdf
byseosgcompany
 
Cómo Crear 
Informes SEO de Éxito
byAleyda Solís
 
How to Make SEO Audits That Matter & Get Implemented for SEO Success - The Ex...
byAleyda Solís
 
How Do I Know If My SEO Is Working?
byBoostability
 
Reporting! Reporting! Reporting!
byKerry Dean
 

Similar to How to Develop Successful SEO Reports #SEOKomm

PPTX
Making Good SEO Reports Portent Webinar
byBrightEdge
 
PPTX
Final Cut Pro Crack 11 Pre-Activated Latest
byleliaschamberger88
 
PPTX
4K Video Downloader Crack 4.28.0.5600 + License Key [2025]
byleliaschamberger810
 
PDF
Crafting an SEO Strategy That WORKS [Case Study]
byRyan Stewart
 
PPTX
Ahrefs SEO Report Template for Marketer.pptx
bytylermmo95
 
PDF
How to Drive Growth through your SEO Audits at #BrightonSEO
byAleyda Solís
 
PDF
The-Role-of-Transparent-Reporting-and-Measurable-ROI-in-Choosing-the-Best-SEO...
byGrehasoft it Solution
 
PDF
Kaspersky Lab Products Remover 1.0.5497.0
byblouch100kp
 
PDF
Cadence Fidelity Pointwise 2024.1 Free
bymohsinrazakpa78
 
PPTX
SEO-Monthly-Reporting-Record.pptx
bySamruddhiThengdi
 
PDF
How to Build Your SEO Project Plan
byDigital Reach
 
PDF
Mastering How to Create SEO Reports for Clients: A Step-by-Step Guide
bykavikshachoudhary022
 
PDF
S.E.O and Search Marketing Strategy Guide
bypixelbuilders
 
PPTX
Get Your SEO Reporting Right
bygShift
 
PPTX
Comprehensive Professional SEO Report Services for Enhanced Website Performance
bypfanwesha
 
PDF
Measuring Your SEO Value
byJon Quinton
 
PPTX
Seo - Keeping Your Clients Happy
byRachel Fredrickson
 
PPTX
Beyond Rankings - Actionable SEO Reports Your Boss Will Love
bybharnish
 
PPTX
MKT 420 Search Engine Optimization Week 8
byMichael Germano
 
PDF
Prioritizing SEO for Success in a World of Uncertainty #UploadConf
byAleyda Solís
 
Making Good SEO Reports Portent Webinar
byBrightEdge
 
Final Cut Pro Crack 11 Pre-Activated Latest
byleliaschamberger88
 
4K Video Downloader Crack 4.28.0.5600 + License Key [2025]
byleliaschamberger810
 
Crafting an SEO Strategy That WORKS [Case Study]
byRyan Stewart
 
Ahrefs SEO Report Template for Marketer.pptx
bytylermmo95
 
How to Drive Growth through your SEO Audits at #BrightonSEO
byAleyda Solís
 
The-Role-of-Transparent-Reporting-and-Measurable-ROI-in-Choosing-the-Best-SEO...
byGrehasoft it Solution
 
Kaspersky Lab Products Remover 1.0.5497.0
byblouch100kp
 
Cadence Fidelity Pointwise 2024.1 Free
bymohsinrazakpa78
 
SEO-Monthly-Reporting-Record.pptx
bySamruddhiThengdi
 
How to Build Your SEO Project Plan
byDigital Reach
 
Mastering How to Create SEO Reports for Clients: A Step-by-Step Guide
bykavikshachoudhary022
 
S.E.O and Search Marketing Strategy Guide
bypixelbuilders
 
Get Your SEO Reporting Right
bygShift
 
Comprehensive Professional SEO Report Services for Enhanced Website Performance
bypfanwesha
 
Measuring Your SEO Value
byJon Quinton
 
Seo - Keeping Your Clients Happy
byRachel Fredrickson
 
Beyond Rankings - Actionable SEO Reports Your Boss Will Love
bybharnish
 
MKT 420 Search Engine Optimization Week 8
byMichael Germano
 
Prioritizing SEO for Success in a World of Uncertainty #UploadConf
byAleyda Solís
 

More from Aleyda Solís

PDF
The most Damaging SEO Mistakes & Issues in 2021 and How to Avoid Them #EngagePDX
byAleyda Solís
 
PDF
SEO low hanging Fruit - Identifying High Impact Opportunities Fast #SEOforUkr...
byAleyda Solís
 
PDF
Goodbye SEO fck ups! Learn to set an SEO Quality Assurance Framework
byAleyda Solís
 
PDF
The Worst SEO Issues of Online Stores in 2022 & How to Fix Them #YoastCon2022
byAleyda Solís
 
PDF
E-Commerce SEO Horror Stories : How to tackle the most common issues 
at scal...
byAleyda Solís
 
PDF
No More "It Depends" - Learn to Set your Visual SEO Resources #LondonSEOMeetu...
byAleyda Solís
 
PDF
SEO Low hanging Fruit: Identifying SEO Opportunities to Achieve Results Fast ...
byAleyda Solís
 
PDF
Cost Effective Multilingual Content Optimization in An International SEO Process
byAleyda Solís
 
PDF
¡Adiós a las Historias de Horror SEO! 
Aprende a Establecer un Framework de C...
byAleyda Solís
 
PDF
Identifying Top Converting Queries at Every Stage of the Customer Journey #SM...
byAleyda Solís
 
PDF
7 E-Commerce SEO Mistakes & How to Fix Them #DeepSEOCon
byAleyda Solís
 
PDF
Hreflang: 
Is it really still necessary and 
how to use it successfully in 2023
byAleyda Solís
 
PDF
Cómo Diagnosticar y Recuperar de una Caída de Tráfico SEO #SEOnderground
byAleyda Solís
 
PDF
Frameworks y tips para gestionar con éxito procesos SEO en entornos complejos
byAleyda Solís
 
PDF
Cómo Gestionar Proyectos SEO Complejos de Forma Exitosa #SEonthebeach
byAleyda Solís
 
PDF
Building a Modern Day 
E-commerce SEO Strategy
byAleyda Solís
 
PPTX
7 Ways Not to Fail at International SEO
byAleyda Solís
 
PDF
Identificando Búsquedas que Conviertan en tu Customer Journey
byAleyda Solís
 
PDF
How to Become a Successful Remote SEO Consultant #LisbonSEOMeetup
byAleyda Solís
 
PDF
How to Develop International SEO Audits for Success #IntSS
byAleyda Solís
 
The most Damaging SEO Mistakes & Issues in 2021 and How to Avoid Them #EngagePDX
byAleyda Solís
 
SEO low hanging Fruit - Identifying High Impact Opportunities Fast #SEOforUkr...
byAleyda Solís
 
Goodbye SEO fck ups! Learn to set an SEO Quality Assurance Framework
byAleyda Solís
 
The Worst SEO Issues of Online Stores in 2022 & How to Fix Them #YoastCon2022
byAleyda Solís
 
E-Commerce SEO Horror Stories : How to tackle the most common issues 
at scal...
byAleyda Solís
 
No More "It Depends" - Learn to Set your Visual SEO Resources #LondonSEOMeetu...
byAleyda Solís
 
SEO Low hanging Fruit: Identifying SEO Opportunities to Achieve Results Fast ...
byAleyda Solís
 
Cost Effective Multilingual Content Optimization in An International SEO Process
byAleyda Solís
 
¡Adiós a las Historias de Horror SEO! 
Aprende a Establecer un Framework de C...
byAleyda Solís
 
Identifying Top Converting Queries at Every Stage of the Customer Journey #SM...
byAleyda Solís
 
7 E-Commerce SEO Mistakes & How to Fix Them #DeepSEOCon
byAleyda Solís
 
Hreflang: 
Is it really still necessary and 
how to use it successfully in 2023
byAleyda Solís
 
Cómo Diagnosticar y Recuperar de una Caída de Tráfico SEO #SEOnderground
byAleyda Solís
 
Frameworks y tips para gestionar con éxito procesos SEO en entornos complejos
byAleyda Solís
 
Cómo Gestionar Proyectos SEO Complejos de Forma Exitosa #SEonthebeach
byAleyda Solís
 
Building a Modern Day 
E-commerce SEO Strategy
byAleyda Solís
 
7 Ways Not to Fail at International SEO
byAleyda Solís
 
Identificando Búsquedas que Conviertan en tu Customer Journey
byAleyda Solís
 
How to Become a Successful Remote SEO Consultant #LisbonSEOMeetup
byAleyda Solís
 
How to Develop International SEO Audits for Success #IntSS
byAleyda Solís
 

Recently uploaded

PPTX
The State of AEO & GEO in 2026: Forecast, Investments, & Strategies
bySearch Engine Journal
 
PDF
2025 State of Marketing Report – by Hubspot
byAzmeen Gadit
 
PDF
AI Marketing Strategy 2026 - What Every Business Owner Needs to Know
byAvinash Chandra
 
PDF
[EN].CleverGroup Vietnam Profile 20251202
byLeNhuNgoc4
 
PDF
Neil Isler on Crafting a Winning Marketing Strategy for Your Startup
byNeil Isler
 
PPTX
Master Affiliate Marketing for Flipkart with Cart Flow
byPankaj Rawat
 
PPTX
Exploring Nike’s Branding, Advertising Campaigns, and Consumer Behavior Insights
bypm8082657
 
PDF
Corporate Program to Buy Verified Cash App Accounts.pdf
byBuy Verified Cash App Accounts
 
PPTX
Salt Lake City Marketo User Group - New Year New You-ser Group (Adding AI to ...
bybbedford2
 
DOCX
_How to Quickly and Safely Purchase Verified PayPal Accounts.docx
byBuy Verified PayPal Accounts
 
PPTX
This is a presentation about Website Designing
bymadhavikiranmai
 
PDF
Buy Twitter Ads Accounts _ Fully Active and Warm Up ACC.pdf
byBuyYahooAccounts2
 
PPTX
LESSON 1 INTRODUCTION TO PURCHASING AND PRICING STRATEGY.pptx
byJohnLynroCanuto
 
PDF
Top 4 Sites to Buy Verified Payoneer Accounts for Instant Payments.pdf
byBuy Verified Wise Accounts
 
PDF
Top 7 Websites List Buy Gmail Accounts ( PVA, OLD & AGED ).
byYahoo Accounts
 
DOCX
Step-by-Step Instructions for Buying Verified Cash App Accounts.docx
byBuy Verified Cash App
 
DOCX
Top 17 Sites to Buying Verified Wise Accounts in the USA.docx
byBuy Verified Wise Accounts
 
PDF
Best IPTV Services 2026: IPTVGREAT Leads the Market
byxkkoqfaplyvy
 
PDF
03 Trusted Place Buy Ticketmaster accounts-100% UK,USA,CA.pdf
byallseoit
 
PDF
Prashant Gorhe - Digital Marketing - Portfolio
byPrashantGorhe
 
The State of AEO & GEO in 2026: Forecast, Investments, & Strategies
bySearch Engine Journal
 
2025 State of Marketing Report – by Hubspot
byAzmeen Gadit
 
AI Marketing Strategy 2026 - What Every Business Owner Needs to Know
byAvinash Chandra
 
[EN].CleverGroup Vietnam Profile 20251202
byLeNhuNgoc4
 
Neil Isler on Crafting a Winning Marketing Strategy for Your Startup
byNeil Isler
 
Master Affiliate Marketing for Flipkart with Cart Flow
byPankaj Rawat
 
Exploring Nike’s Branding, Advertising Campaigns, and Consumer Behavior Insights
bypm8082657
 
Corporate Program to Buy Verified Cash App Accounts.pdf
byBuy Verified Cash App Accounts
 
Salt Lake City Marketo User Group - New Year New You-ser Group (Adding AI to ...
bybbedford2
 
_How to Quickly and Safely Purchase Verified PayPal Accounts.docx
byBuy Verified PayPal Accounts
 
This is a presentation about Website Designing
bymadhavikiranmai
 
Buy Twitter Ads Accounts _ Fully Active and Warm Up ACC.pdf
byBuyYahooAccounts2
 
LESSON 1 INTRODUCTION TO PURCHASING AND PRICING STRATEGY.pptx
byJohnLynroCanuto
 
Top 4 Sites to Buy Verified Payoneer Accounts for Instant Payments.pdf
byBuy Verified Wise Accounts
 
Top 7 Websites List Buy Gmail Accounts ( PVA, OLD & AGED ).
byYahoo Accounts
 
Step-by-Step Instructions for Buying Verified Cash App Accounts.docx
byBuy Verified Cash App
 
Top 17 Sites to Buying Verified Wise Accounts in the USA.docx
byBuy Verified Wise Accounts
 
Best IPTV Services 2026: IPTVGREAT Leads the Market
byxkkoqfaplyvy
 
03 Trusted Place Buy Ticketmaster accounts-100% UK,USA,CA.pdf
byallseoit
 
Prashant Gorhe - Digital Marketing - Portfolio
byPrashantGorhe
 

How to Develop Successful SEO Reports #SEOKomm

  • 1.
    #SEOReporting by @aleydafrom @orainti SEO REPORTING FOR SUCCESS #SEOReporting by @aleyda from @orainti Do’s, Dont’s & Templates to Communicate & Influence
  • 2.
    #SEOReporting by @aleydafrom @orainti I know, you likely didn’t become an SEO for the love of reporting
  • 3.
    #SEOReporting by @aleydafrom @orainti In fact, it’s among the least favorite activities for SEOs https://twitter.com/aleyda/status/1492098492298403840
  • 4.
    #SEOReporting by @aleydafrom @orainti But decision- makers do care about reporting as it’s how they assess the SEO process https://seomba.substack.com/p/your-boss-cares-about-reporting-more
  • 5.
    #SEOReporting by @aleydafrom @orainti The effectiveness of reports can be the difference between getting fired, more SEO support or a raise
  • 6.
    #SEOReporting by @aleydafrom @orainti But many SEO Reports are just a compilation of dashboards automated via tools showing SEO metrics
  • 7.
    #SEOReporting by @aleydafrom @orainti 41% of SEOs asked said to only use a dashboard with data for reporting https://twitter.com/aleyda/status/1459202085715591174
  • 8.
    #SEOReporting by @aleydafrom @orainti Data from dashboards will be included in reports but they can’t replace them REPORT DASHBOARD A visualization tool that contains the most important up- to date metrics on a topic/area, used for performance monitoring. Document featuring a collection of cleaned/sorted data (text, graphs, charts) with explanations, used for periodic analysis of single or many areas. https://chartio.com/blog/dashboards-vs-reports-how-theyre-the-same-how-theyre-different/
  • 9.
    #SEOReporting by @aleydafrom @orainti Using only automated dashboards with no personalization can be harmful Non-Meaningful Metrics to track actual progress ISSUES CONSEQUENCES No Insights, analysis nor outcome actions Irrelevant KPIs recipients don’t care about nor understand Lack of prioritization Unclear Data Presentation Confusion about actual SEO goals achievement No Visibility of SEO activities progress Lack of vision about what’s causing lack of goals achievement Uncertainty regarding next steps and needs to achieve goals Distrust of SEO
  • 10.
    #SEOReporting by @aleydafrom @orainti Although most SEOs add business metrics that will help to connect with decision makers https://twitter.com/aleyda/status/1459202085715591174
  • 11.
    #SEOReporting by @aleydafrom @orainti and also add commentary to them https://twitter.com/aleyda/status/1459202085715591174
  • 12.
    #SEOReporting by @aleydafrom @orainti SEO dashboards (even personalized) can’t achieve all SEO reporting goals Only partially this one COMMUNICATE RESULTS EXPLAIN THE CAUSE OF RESULTS DRIVE ACTION TO ACHIEVE GOALS
  • 13.
    #SEOReporting by @aleydafrom @orainti Especially taking into consideration that most SEOs don’t always present their reports https://twitter.com/aleyda/status/1459202085715591174
  • 14.
    #SEOReporting by @aleydafrom @orainti SEO reports need to communicate process evolution towards goals 3. HOW 2. WHY 1. WHAT How are the results going to be kept or improved to achieve goals? Has been achieved vs. what was expected? Are these the results achieved so far?
  • 15.
    #SEOReporting by @aleydafrom @orainti explain why the different areas are or aren’t evolving as expected 2. WHY 1. WHAT Has been achieved vs. what was expected? Are these the results achieved so far? 3. HOW How are the results going to be kept or improved to achieve goals?
  • 16.
    #SEOReporting by @aleydafrom @orainti To establish actions & request support for next steps to achieve goals 3. HOW 2. WHY 1. WHAT How are the results going to be kept or improved to achieve goals? Has been achieved vs. what was expected? Are these the results achieved so far?
  • 17.
    #SEOReporting by @aleydafrom @orainti Yes, there are timing restrictions and you need to do reporting fast https://twitter.com/aleyda/status/1459202085715591174
  • 18.
    #SEOReporting by @aleydafrom @orainti However, SEO Reporting is only a monthly effort! https://twitter.com/aleyda/status/1459202085715591174
  • 19.
    #SEOReporting by @aleydafrom @orainti I’ll show you how by asking a few questions with checklists and templates to save time
  • 20.
    #SEOReporting by @aleydafrom @orainti COMMUNICATE RESULTS EXPLAIN THE CAUSE OF RESULTS DRIVE ACTION TO ACHIEVE GOALS Let’s create effective SEO reports that help you to achieve these 3 goals
  • 21.
    #SEOReporting by @aleydafrom @orainti MEANINGFUL KPIS CLEAR DATA PRESENTATION DATA STORYTELLING By following 3 principles through your SEO reporting process COMMUNICATE RESULTS EXPLAIN THE CAUSE OF RESULTS DRIVE ACTION TO ACHIEVE GOALS
  • 22.
    #SEOReporting by @aleydafrom @orainti Start by only using meaningful KPIs that actually communicate results MEANINGFUL KPIS CLEAR DATA PRESENTATION DATA STORYTELLING COMMUNICATE RESULTS EXPLAIN THE CAUSE OF RESULTS DRIVE ACTION TO ACHIEVE GOALS
  • 23.
    #SEOReporting by @aleydafrom @orainti Avoid using proprietary metrics which are unreliable and difficult to connect with your SEO goals
  • 24.
    #SEOReporting by @aleydafrom @orainti Don’t add to reports all what you monitor, only KPIs connected to SEO goals the audience care about CMO WILL CARE ABOUT THIS THIS WILL ONLY ADD CONFUSION TO CMO
  • 25.
    #SEOReporting by @aleydafrom @orainti Instead, reports should include KPIs showing performance towards goals +50% SEO Process ROI in 12 months GOAL SEO Process ROI KPI Organic Search Revenue METRICS 1st in Organic Search Traffic marketshare in 12 months Organic Search Traffic marketshare Website Organic search traffic PROGRESS TO BE SHOWN VIA TO BE CALCULATED WITH
  • 26.
    #SEOReporting by @aleydafrom @orainti to be calculated by measuring the connected relevant SEO metrics +50% SEO Process ROI in 12 months GOAL SEO Process ROI KPI Organic Search Revenue SEO related Cost (Consulting, resources) METRICS 1st in Organic Search Traffic marketshare in 12 months Organic Search Traffic marketshare Website Organic search traffic Competitors Organic search traffic PROGRESS TO BE SHOWN VIA TO BE CALCULATED WITH
  • 27.
    #SEOReporting by @aleydafrom @orainti CEO/CMO/NON- TECHNICAL CLIENT SEO TEAM HEAD OF SEO / TECHNICAL CLIENT Start by establishing your SEO reports audience: Who are you going to report? OTHER AREAS STAKEHOLDERS (EG. TECH, UX) MANAGEMENT/DECISION MAKERS OPERATIONAL STAKEHOLDERS
  • 28.
    #SEOReporting by @aleydafrom @orainti What’s the ROI? What’s the revenue? What’s our traffic marketshare? Each will want to answer different types of questions about the SEO progress What’s the ROI? What’s the revenue? What’s our traffic marketshare? How are we ranking? Are we gaining backlinks? Is new content attracting traffic? What’s our traffic marketshare? How are we ranking? Are we gaining backlinks? Is new content attracting traffic? Are key pages getting indexed? Are key pages getting crawled? What’s our traffic marketshare? How are we ranking? How’s the crawl budget trend? Is page speed better? Are key pages getting indexed? Are key pages getting crawled? CEO/CMO/NON- TECHNICAL CLIENT SEO TEAM HEAD OF SEO / TECHNICAL CLIENT OTHER AREAS STAKEHOLDERS (EG. TECH, UX) MANAGEMENT/DECISION MAKERS OPERATIONAL STAKEHOLDERS
  • 29.
    #SEOReporting by @aleydafrom @orainti For which you’ll need to monitor different metrics from the activities you develop Backlinks Content Optimization Crawlability Technical Optimization Link Building Indexability Relevance Mentions Experience Optimization Mobile Friendliness Page Speed Page Stability Page Security Linking Domains Expertise Trustworthiness
  • 30.
    #SEOReporting by @aleydafrom @orainti … as well as their outcomes Backlinks Content Optimization Crawlability Technical Optimization Link Building Indexability Relevance Mentions Experience Optimization Mobile Friendliness Page Speed Page Stability Page Security Linking Domains Expertise Trustworthiness RANKINGS TRAFFIC REVENUE
  • 31.
    #SEOReporting by @aleydafrom @orainti Ask each stakeholder about SEO goals progress they want to be informed of Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets Make sure these are actual goals that have been set for the SEO process and there are actions to be executed that are connected to their achievement.
  • 32.
    #SEOReporting by @aleydafrom @orainti Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets These should be “SMARTER” SEO goals, connecting SEO efforts w/ biz objectives SMARTER Specific [Significant] Measurable [Meaningful] Attainable [Action Oriented] Relevant [Rewarding] Time-Bound [Trackable] Evaluated [Ethical] Reviewed [Rewarding]
  • 33.
    #SEOReporting by @aleydafrom @orainti They can be operational or business related, depending on stakeholder role Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets COMMUNICATION SOFTWARE COMPANY INCREASE 150% SALES FOR COMMUNICATION SOFTWARE BY REMOTE PROFESSIONALS INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF COMMUNICATION SOFTWARE FOR REMOTE WORKERS GROW 250% ORGANIC SEARCH TRAFFIC TO COMMS SOFTWARE LISTINGS, COMPARISONS, REVIEWS AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY SOFTWARE LISTINGS AND COMPARISONS PAGES TAKE INTO TOP 10 PILLAR PAGES OF COMMS SOFTWARE FOR REMOTE PROFESSIONALS …. 1. YOU’RE TRYING TO GET THIS 2. TO OBTAIN THIS! Business SEO Goals [What Decision Makers care About] Operational SEO goals [What SEOs care about] BIZ GOALS BIZ & OPERATIONAL GOALS
  • 34.
    #SEOReporting by @aleydafrom @orainti Agree which goals progress questions should be answered with SEO reports Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets Make sure these are relevant, useful questions to ask when assessing progress towards SEO goals.
  • 35.
    #SEOReporting by @aleydafrom @orainti Once you have the questions, it will be easier to establish the KPIs to report Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets Ensure that these KPIs will actually allow you to answer the goals progress related questions, otherwise they might not be relevant to include.
  • 36.
    #SEOReporting by @aleydafrom @orainti as well as the metrics to obtain and measure to calculate the KPIs Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets If you can’t establish meaningful metrics to calculate KPIs and answer goal progress questions, then the goal might not be a SMARTER one!
  • 37.
    #SEOReporting by @aleydafrom @orainti Ensure metrics data sources are reliable and stakeholders trust them Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets Establish a couple of methods to gather the same data for consistency check
  • 38.
    #SEOReporting by @aleydafrom @orainti Is it difficult to ensure accuracy for some KPIs? Ensure precision Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets Accuracy means that the data is correct. Precision means that the data is consistent. https://www.kaushik.net/avinash/emetrics-dc-07-reflections-accuracy-precision-predictive-analytics/
  • 39.
    #SEOReporting by @aleydafrom @orainti confirm the scope, frequency and format to present the report Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets
  • 40.
    #SEOReporting by @aleydafrom @orainti Set expectations about timing to avoid unnecessary too frequent reporting Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets There’s no point on doing weekly reports if there won’t be meaningful changes during this period of time due to SEO nature and frequency of releases
  • 41.
    #SEOReporting by @aleydafrom @orainti You have now the input needed to start collecting data & put reports together Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets
  • 42.
    #SEOReporting by @aleydafrom @orainti With only relevant KPIs for each audience, and metrics they understand Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets
  • 43.
    #SEOReporting by @aleydafrom @orainti Here’s a Sheet version of the SEO report Planner for using meaningful KPIs https://docs.google.com/spreadsheets/d/1g88EW02BRQGtaHQQ6wohL0jUVrSqcozaLUcTqbveNfQ/view?usp=sharing
  • 44.
    #SEOReporting by @aleydafrom @orainti Ensure clear KPIs presentation to facilitate progress understanding MEANINGFUL KPIS CLEAR DATA PRESENTATION DATA STORYTELLING COMMUNICATE RESULTS EXPLAIN THE CAUSE OF RESULTS DRIVE ACTION TO ACHIEVE GOALS
  • 45.
    #SEOReporting by @aleydafrom @orainti It’s not about “creating a pretty report” but about making your data easy to understand Top Ranked Queries Beautiful but difficult to understand
  • 46.
    #SEOReporting by @aleydafrom @orainti vs Have Visits in the Last Quarter improved 30% YoY? Difficult to understand Sometimes a simpler scorecard will be easier to understand than a fancy time series Easier to say
  • 47.
    #SEOReporting by @aleydafrom @orainti What’s the story your data is trying to deliver? Who will you present your results to? How many data categories and points do you have? Should you display values over time or among groups? Identify the best data visualization format for each KPI asking a few Qs https://scalefresh.com/cheatsheet-for-charts/ + https://www.tapclicks.com/resources/blog/guided-visualization/
  • 48.
    #SEOReporting by @aleydafrom @orainti vs Difficult to tell Easier to say Test w/ real data to see if each KPI Goal Progress Questions can be answered What’s the branded traffic share? Has it grown to 20% after a year? GOAL: 20% Branded Traffic Share in a Year
  • 49.
    #SEOReporting by @aleydafrom @orainti Communicate one major KPI in each chart to avoid confusing the audience Difficult to tell Have Visits and Impressions increased YoY in the last month? Easier to say vs
  • 50.
    #SEOReporting by @aleydafrom @orainti Remove pointless decorations & information that won’t help to answer the KPI goal question What are the top 10 ranked queries & their positions? vs
  • 51.
    #SEOReporting by @aleydafrom @orainti Add the relevant data source to each chart to establish trust and avoid doubts What’s the branded traffic share? Has it grown to 20% after a year? Website Traffic January - December 2021 Source: Google Search Console Where the data comes from
  • 52.
    #SEOReporting by @aleydafrom @orainti Always Label chart elements clearly and directly to facilitate fast understanding vs Easier! Difficult to tell What’s the branded traffic share? Has it grown to 20% after a year?
  • 53.
    #SEOReporting by @aleydafrom @orainti Include the question to be answered with each KPI as a chart headline to facilitate story telling Non-Branded vs. Branded Traffic What’s the branded traffic share? Has it grown to 20% after a year? vs What goal progress question does this chart answer? Easier! Difficult to tell
  • 54.
    #SEOReporting by @aleydafrom @orainti Use color with intent, to facilitate KPIs progression understanding vs Are results improving over time? Easier! Difficult to tell
  • 55.
    #SEOReporting by @aleydafrom @orainti Here’s a Sheet of the Charts Usage Checklist for clear data presentation https://docs.google.com/spreadsheets/d/1g88EW02BRQGtaHQQ6wohL0jUVrSqcozaLUcTqbveNfQ/view#gid=2882816
  • 56.
    #SEOReporting by @aleydafrom @orainti Leverage Data Storytelling to explain and drive action with your SEO reports MEANINGFUL KPIS CLEAR DATA PRESENTATION DATA STORYTELLING COMMUNICATE RESULTS EXPLAIN THE CAUSE OF RESULTS DRIVE ACTION TO ACHIEVE GOALS
  • 57.
    #SEOReporting by @aleydafrom @orainti Data storytelling creates compelling narratives to help audiences understand & drive action https://www.forbes.com/sites/brentdykes/2016/03/31/data-storytelling-the-essential-data-science-skill-everyone-needs/
  • 58.
    #SEOReporting by @aleydafrom @orainti Storytelling should help communicate the value from the data you’re showing Stories Attract and Maintain People’s Attention for Longer Numbers Without Stories can be Boring Stories Communicate Insights with the Highest Clarity https://ppcexpo.com/blog/storytelling-with-data
  • 59.
    #SEOReporting by @aleydafrom @orainti Be careful to not misrepresent the data bringing to wrong conclusions though Cherry-pick data Manipulate scale Be inconsistent Show the Whole Picture Give Full Visual Context Keep visuals & language consistent across report DON’T DON’T DON’T DO DO DO https://ppcexpo.com/blog/storytelling-with-data
  • 60.
    #SEOReporting by @aleydafrom @orainti Explain and drive action without misleading, even if results are not positive, to keep trust 2021 2020 What’s the site organic search traffic trend? What’s the site organic search traffic trend? vs Q3 2021 Q4 2021 The site organic search traffic has had a strong +39% growth in Q4 2021 versus Q3, in a steady trend to achieve goals of 30% YoY in 2022. The site organic search traffic had a -8.3% decrease in 2021 vs 2020 due to drop in Q2 and Q3 2021after being hit by Google Core Updates. However, content optimization efforts started in May and thanks to them the site started to recover in Q4 and has now a steady positive trend and is expected to fully in January 2022. If content optimization efforts continue to be made for the positive performance to be kept through 2022, the 30% YoY traffic goal for 2022 should be achievable. A bit misleading More accurate April Google Update Content Optimization Process June Google Update
  • 61.
    #SEOReporting by @aleydafrom @orainti Negative results don’t need to damage client perception! Show you know the cause & what to do
  • 62.
    #SEOReporting by @aleydafrom @orainti Start by crafting a compelling narrative for each KPI using the 3 act structure What happened? Why Did it Happen? How to Proceed? SETUP CONFLICT RESOLUTION https://towardsdatascience.com/how-to-build-a-narrative-from-data-85e327940c13
  • 63.
    #SEOReporting by @aleydafrom @orainti The Setup: Describe “what happened” with each KPI result vs expected goal What’s the branded traffic share? Website Traffic January - December 2021 Source: Google Search Console December Branded traffic Share reached 28.9% but Still Fell Short from 30% Goal Despite an important increase from 8% to 28.9% in the last month, December’s branded traffic share results have fell short from the 30% goal. Goal: 30% branded traffic share by December Audience: CEO/CMO KPI: Branded Traffic Share …. HEADING KPI CHART DESCRIPTION
  • 64.
    #SEOReporting by @aleydafrom @orainti The Conflict: Explain the why behind the result, whether positive or negative December Branded traffic Share reached 28.9% but Still Fell Short from 30% Goal Despite an important increase from 8% to 28.9% in the last month, December’s branded traffic share results have fell short from the 30% goal. Why have we fell short? The “Branded Content” initiative meant drive the increase of branded traffic share suffered a 4 months delay: Planned to be released in March 2021, faced UX & development constraints, only launching 40% of planned content then, leaving 60% to be launched until October, leaving too little time to see the full results for December. Goal: 30% branded traffic share by December Audience: CEO/CMO KPI: Branded Traffic Share CAUSE What’s the branded traffic share? Website Traffic January - December 2021 Source: Google Search Console Partial 1st Release Partial 2nd Release ADD LABELS/ HIGHLIGHT IN CHART ….
  • 65.
    #SEOReporting by @aleydafrom @orainti The Resolution: How to proceed to achieve the expected goal? Goal: 30% branded traffic share by December Audience: CEO/CMO KPI: Branded Traffic Share What’s the branded traffic share? Website Traffic January - December 2021 Source: Google Search Console December Branded traffic Share reached 28.9% but Still Fell Short from 30% Goal Despite an important increase from 8% to 28.9% in the last month, December’s branded traffic share results have fell short from the 30% goal. Why have we fell short? The “Branded Content” initiative meant drive the increase of branded traffic share suffered a 4 months delay: Planned to be released in March 2021, faced UX & development Partial 1st Release Partial 2nd Release constraints, only launching 40% of planned content then, leaving 60% to be launched until October, leaving too little time to see the full results for December. How to achieve the expected goal? Given the release delays, it’s expected to reach the +30% branded traffic share in January, a month later than what was initially planned, however, this also means a delay in the expected +50% goals for next year for which the “Commercial Branded Content” initiative had been planned to release in March. It’s then recommended to launch them in January instead, to catch up with expected results. RECOMMENDATIONS
  • 66.
    #SEOReporting by @aleydafrom @orainti Now you have the steps and a template to use for each KPI Goal: X% of [METRIC] by [DATE] Audience: [ROLE] KPI: [KPI NAME] [DESCRIPTIVE KPI PROGRESS SUMMARIZING HEADING] Introduction explaining what happened and if the expected results have been achieved or not. Why [THE RESULT IS THE ONE IT IS]? Explain why this happened, good or bad. How to achieve the expected goal? Summarize the proposed next steps to start, continue or stop executing to achieve the expected goal. RESOLUTION CONFLICT SETUP KPI CHART
  • 67.
    #SEOReporting by @aleydafrom @orainti It’s time to structure your SEO report, featuring a page/slide per KPI PAGE 1 PAGE 2 PAGE 3 KPI 1 KPI 2 KPI 3
  • 68.
    #SEOReporting by @aleydafrom @orainti organize the pages to begin with the most important KPIs to the audience PAGE 1 PAGE 2 PAGE 3 KPI 3 KPI 2 KPI 1
  • 69.
    #SEOReporting by @aleydafrom @orainti Add a data appendix at the end w/ extra evidence to refer from the KPIs pages Data Appendix PAGE 1 PAGE 2 PAGE 3 KPI 3 KPI 2 KPI 1
  • 70.
    #SEOReporting by @aleydafrom @orainti Include an executive summary at start, highlighting main KPIs results & actions Executive Summary Data Appendix PAGE 1 PAGE 2 PAGE 3 KPI 3 KPI 2 KPI 1 KPI 3 KPI 1 KPI 2 SEO Goals Progress Overview Setup Conflict Resolution Setup Conflict Resolution Setup Conflict Resolution Conclusion
  • 71.
    #SEOReporting by @aleydafrom @orainti It should be concise but include enough to stand by itself as a report overview Executive Summary Data Appendix PAGE 1 PAGE 2 PAGE 3 KPI 3 KPI 2 KPI 1 KPI 3 KPI 1 KPI 2 The executive summary should be the last to write and add to the report. Write it using a shorter version of the 3 act structure to keep the audience engaged and incentivized to learn more and take action. Setup Conflict Resolution Setup Conflict Resolution Setup Conflict Resolution SEO Goals Progress Overview Conclusion
  • 72.
    #SEOReporting by @aleydafrom @orainti Use this SEO Report structure to facilitate data storytelling and action Executive Summary PAGE 1 PAGE 2 PAGE 3 KPI 3 KPI 2 KPI 1 KPI 3 KPI 1 KPI 2 SEO Goals Progress Overview Setup Conflict Resolution Setup Conflict Resolution Setup Conflict Resolution Conclusion Data Appendix SEO REPORT STRUCTURE
  • 73.
    #SEOReporting by @aleydafrom @orainti Download the report template in Google Slides Format from here https://docs.google.com/presentation/d/1jFumv0jI0tAfnkIkbEu8x5JwuOq_k93sVcWe5vZMeR0/edit?usp=sharing
  • 74.
    #SEOReporting by @aleydafrom @orainti And remember, present the SEO report to ensure understanding & get feedback
  • 75.
    #SEOReporting by @aleydafrom @orainti Is it difficult to set a call to present the SEO report? Record yourself and send a video going through it Use Streamyard, Loom or Zoom
  • 76.
    #SEOReporting by @aleydafrom @orainti Now you know How To Follow these to achieve SEO reporting goals MEANINGFUL KPIS CLEAR DATA PRESENTATION DATA STORYTELLING COMMUNICATE RESULTS EXPLAIN THE CAUSE OF RESULTS DRIVE ACTION TO ACHIEVE GOALS
  • 77.
    #SEOReporting by @aleydafrom @orainti Too Much Work to do every month?
  • 78.
    #SEOReporting by @aleydafrom @orainti Remember it’s about cost- effectiveness of the SEO process and keeping clients satisfied
  • 79.
    #SEOReporting by @aleydafrom @orainti Start little by little with a few reports to show the impact and get the buy-in!
  • 80.
    #SEOReporting by @aleydafrom @orainti This, ultimately, makes it all worthy
  • 81.
    #SEOReporting by @aleydafrom @orainti I’m Aleyda Solis * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Crawling Mondays Video & Podcast Series Host * #SEOFOMO Newsletter Wrangler * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder Thanks orainti.com