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KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.


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Whether it's your startup 3-man band, a supplier, the day-to-day account manager or the HiPPOs of this industry - communication is always key. In the world of search marketing, we can often get so caught up with the nitty gritty, we forget just how to communicate on a wider level. Great work is undermined because nobody realises how great it really is, business is lost because we didn't realise until it was too late. Here we'll look at how to manage expectations, build on existing relationships, making sure you set the KPIs that make sense, how to report back without losing hours of your life and reporting back on the things that matter. Underutilised yet powerful tools.

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KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.

  1. 1. KPIs, Data, Reporting & Communication<br />Stop Pandering to Others.Start Maximising your Relationships.<br />
  2. 2. Who am I?<br />Annabel Hodges (@SearchPanda)<br />SEO, search & analytics bod<br />Oddly obsessed with pandas<br />Advocate of integrated traffic generation strategies <br />Former translator & lover of multilingual projects<br />Blogger at State of Search<br />SEO Associate Director at OMD<br />@SearchPanda<br />
  3. 3. The Panda Update<br />Kicking out Crap Content<br />
  4. 4. What am I banging on about?<br />ERR.. <br />YOU KNOW THIS IS A conference about website Money-making things<br /> ..RIGHT annabel?<br />
  5. 5. MAKE MORE MONEY!<br /><ul><li>Understanding what your peers or clients are thinking will help you function more efficiently
  6. 6. Less time spent rehashing the same is time spent on actually ‘getting shit done’
  7. 7. Educate clients & partners – they’ll help do the work for you</li></ul>TIME IS MONEY<br />
  8. 8. The Talk<br />The Bigger Picture<br />KPIs<br />Reporting<br />Maximising Relationships<br />+ PRO TIPS...<br />
  9. 9. The bigger picture<br />Forget about those rankings<br />
  10. 10. Think Bigger<br />
  11. 11. Pro Tip: Brainstorms<br />Put aside a whole afternoon<br />Collect a team of relevant people – not related to the project (bring cake)<br />Present to them and get feedback<br />Issues/Opportunities/Implementation<br />
  12. 12. Delegation<br />Project management tools such as Basecamp do have their uses<br />You can never cc too much.<br />Learn to let go – you might do it ‘better’ but you just don’t have time!<br />Be CLEAR & SPECIFIC<br />
  13. 13. Pro Tip: Inbox Categorisation<br />
  14. 14. KPIs<br />What are they really all about?<br />
  15. 15. What really matters?<br />
  16. 16. Do rankings matter in modern SEO?<br />So what should we be focusing on?<br />Source: SEO Dojo Poll 2010<br />
  17. 17. What should my KPIs be?<br /> A KPI is not only something that can be measured with Analytics or a ranking tool<br /> Differentiate between qualitative and quantitative KPIs<br /> Don’t forget personal/team development goals<br />Don’t hide it because it isn’t pretty<br />
  18. 18. Keywords<br />Non-branded vs. branded<br />Brand to Non-Brand comparison<br />Returning visitors on a brand term<br /><ul><li>Click-through Rate
  19. 19. Webmaster tools
  20. 20. Not ideal but an area to consider
  21. 21. Think PPC</li></li></ul><li>Traffic<br />Percentage increase in organic traffic <br />Top pages generating organic traffic<br />Top entrance pages : total entry pages<br />Search landscape visibility - % of times site is visible for top keywords /ranking position<br />
  22. 22. Links<br />Quality vs quantity of links<br />Speed of link growth<br />Anchor text data (internal & external)<br />Link Churn<br />Link Diversity<br />Geographical Link Location<br />
  23. 23. Common KPI: Measure the number of pages of your site now indexed in Google <br />Common KPI: Measure traffic generated by new content pages<br />Pro Tip: Look beyond the obvious<br />
  24. 24. Reporting<br />It doesn’t have to be a chore<br />
  25. 25. FESS UP! <br />Stop trying to paint a rosy picture<br />Shit happens<br />Working on favourable KPIs now is more likely to make life difficult tomorrow<br />
  26. 26. What’s in a report?<br /><ul><li>Why am I producing this?
  27. 27. Who is it for?
  28. 28. What do they want from their report?
  29. 29. What do they NOT want from their report?
  30. 30. Have I actually asked them?</li></li></ul><li>Making reports meaningful<br />Keep it simple<br />Executive summaries<br />Highlight trends<br />It’s not just about numbers<br />Consider the rest of the market<br />Get feedback!<br />
  31. 31. Simple Tools<br />Use a traffic light system<br />Use comparisons – areas improved AND areas dropped<br />Summarise in your email – don’t just attach the report<br />Use a NEXT STEPS approach.<br />
  32. 32. Bigger Tools<br />Understand what you need & get it however necessary<br />Automate &/or build your own!<br />Google Analytics API = A gift<br />
  33. 33. Pro Tip: Appendices<br />Main report should be kept simple<br />BUT<br />Don’t underestimate power of transparency<br />Use your appendices to lay everything out fully.<br />
  34. 34. Maximising Relationships<br />Getting more for everyone<br />
  35. 35. The Holy Trinity<br />
  36. 36. Information <br />Speak to people in person<br />Clearly differentiate between ACTUAL & OPINION<br />Collate information from other sources – offline, social<br />
  37. 37. Education<br />Why have one person doing your job when you can have 10?<br />Offer training even if it is not asked for<br />Hold Training Days/Immersion Sessions<br />Spare the time<br />TEST THEIR KNOWLEDGE<br />
  38. 38. Communication<br />Kill with kindness – deal with things even when you don’t want to<br />Nothing is too obvious<br />You can never over CC<br />Don’t abandon face-to-face<br />
  39. 39. Straw Poll: Common Complaints<br />
  40. 40. What to do?<br />Remember: YOU ARE THE SPECIALIST<br />If in doubt: SUMMARISE<br />Pick up the phone<br />Push back on things with valid explanations<br />SUMMARISE<br />
  41. 41. Straw Poll: The solution?<br />“Realise these things will happen and don’t worry too much!”<br />“The difference it makes in saying THANK YOU within the business environment is endless and bountiful. APPRECIATE YOUR DEVS.”<br />“Scratch a back…”<br />
  42. 42. Pro Tip: Partnerships <br />Discuss internal partnerships with all new clients<br />The easiest place to leverage content/link/commercial potential<br />Keep a list of possible interest areas for each client & be forward about it <br />
  43. 43. Nothing is too obvious...<br />I had a client who raised a support call with us because their printer was printing on PINK paper...<br />The same client called to say their site was making a tune they hadn’t asked for.<br />On investigation it appears someone had left their mobile phone on charge behind the monitor and it was receiving texts.<br />
  44. 44. That’s me done<br />Thanks!<br />@SearchPanda<br /><br /><br />
  45. 45. PLEASE DONATE <br /><br />