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How to Report on SEO to Your Boss and Their Boss

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Reporting problems are people problems – how you report on SEO should differ depending on who you’re reporting to. This talk covers methodologies and technologies agencies could use when reporting to clients and in-house SEO teams could use when reporting to various stakeholders in the business – what to automate and how. Author: Stephen Kenwright - Co-founder and Technical Director at Rise at Seven.

Published in: Marketing
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How to Report on SEO to Your Boss and Their Boss

  1. 1. @stekenwright How to report on SEO to your boss and their boss
  2. 2. “All measures suck, and they all suck in their own way.”
  3. 3. There are 2 types of SEO metrics
  4. 4. Performance metrics
  5. 5. Predictive metrics
  6. 6. Predictive metrics Performance metrics These metrics are on either end of a scale
  7. 7. Revenue Performance metrics This measure sucks the least
  8. 8. Performance metrics …but how do you track and value? RevenueConversion
  9. 9. Traffic Performance metrics 90%+ don’t convert? RevenueConversion
  10. 10. Click Through Rate Predictive metrics “How are we doing?” starting to become “what do we do next?”
  11. 11. Untrustworthy data Click Through Rate Predictive metrics Rankings
  12. 12. Page Speed etc. Click Through Rate Predictive metrics Rankings ¯_(ツ)_/¯ number of factors
  13. 13. “Ranking factors” like Page Speed don’t cause ranking drops
  14. 14. …they predict them (long-term* correlation)
  15. 15. Longterm Page Speed
  16. 16. Longterm Page Speed User metrics Bounce rate, time on site…
  17. 17. Longterm Page Speed User metrics Link metrics
  18. 18. Shortterm Rankings A ranking drop is a good indication that traffic will be down this week/month
  19. 19. Shortterm Rankings Site health Redirects, error codes…
  20. 20. Shortterm Rankings Site health Indexing
  21. 21. Shortterm Traffic
  22. 22. Shortterm Traffic Conversion
  23. 23. Shortterm Traffic Conversion Revenue
  24. 24. Technical SEO ShorttermLongterm
  25. 25. Technical SEO ShorttermLongterm Link profile
  26. 26. Technical SEO ShorttermLongterm Link profile Content quality
  27. 27. Shortterm Long term Short term Predictive Performance Indicators Tracker Warning Trading
  28. 28. Shortterm Understands your job Doesn’t understand your job Doesn’t control your budget Controls your budget UX PR Manager Client IT Boss Boss’ boss
  29. 29. All 4 can be automated
  30. 30. 4 1 2 3 Warning
  31. 31. Your boss should know about issues before the trading report
  32. 32. Get alerts for major issues
  33. 33. Create custom email alerts
  34. 34. Schedule crawls (and email them)
  35. 35. Share reports instantly in Slack
  36. 36. Assign JIRA tickets automatically
  37. 37. 4 1 2 3 Tracker
  38. 38. Deliverables in reports say “we did this. You didn’t help.”
  39. 39. Track progress with crawls/assign tasks
  40. 40. Use Supermetrics to pull into Data Studio:
  41. 41. Monitor links going live using Buzzsumo
  42. 42. Get better media reporting with Vuelio
  43. 43. 4 1 2 3 Trading
  44. 44. Seasonality
  45. 45. Use custom reports to reduce clicking
  46. 46. Remember: Data Studio connectors exist for everything
  47. 47. My boss’ boss never sees my Data Studio dashboard
  48. 48. 4 1 2 3 Indicators
  49. 49. Sprint for the finish line
  50. 50. Watch on Vimeo
  51. 51. Bounce rate Scroll depth PageSpeed What metrics will affect us most in 6-12 months?
  52. 52. I want us to stop having this conversation
  53. 53. 3s +3ps ??? ??? ??? Profit We think loading 3s faster could mean +3 to our average position
  54. 54. My boss doesn’t value SEO
  55. 55. 3s +3ps +80% ??? ??? Profit This will increase CTR by 80%
  56. 56. 3s +3ps +80% 5,000 ??? Profit Which means 5,000 more visits/month
  57. 57. 3s +3ps +80% 5,000 120 Profit That’s 120 more conversions
  58. 58. 3s +3ps +80% 5,000 120 £12k That’s £12k more revenue
  59. 59. Executive problems last longer than 1 month
  60. 60. 3s £432k I can increase revenue by £432k over 3 years by improving PageSpeed by 3 seconds
  61. 61. So close
  62. 62. I can increase revenue by £432k over 3 years with £2k of development resource
  63. 63. Rule 1: use their dashboard Rule 2: use their language Rule 3: get them on their own Rule 4: only show them what they care about Rule 5: overestimate your contributions
  64. 64. Rule 1: use their dashboard Rule 2: use their language Rule 3: get them on their own Rule 4: only show them what they care about Rule 5: overestimate your contributions
  65. 65. Rule 1: use their dashboard Rule 2: use their language Rule 3: get them on their own Rule 4: only show them what they care about Rule 5: overestimate your contributions
  66. 66. Rule 1: use their dashboard Rule 2: use their language Rule 3: get them on their own Rule 4: only show them what they care about Rule 5: overestimate your contributions
  67. 67. Rule 1: use their dashboard Rule 2: use their language Rule 3: get them on their own Rule 4: only show them what they care about Rule 5: overestimate your contributions
  68. 68. Got a question? @stekenwright Where are the gifs from? giphy.com

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