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Making Good SEO Reports Portent Webinar
The document outlines key strategies for creating effective SEO reports, emphasizing the importance of focusing on KPIs, the work done for clients, and ancillary metrics. It highlights the need to tailor reports to different audiences, such as CEOs, CMOs, and online managers, to ensure readability and relevance. Additionally, it stresses the significance of data visualization and analysis in conveying insights and forecasting outcomes.
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Making Good SEO Reports Portent Webinar
- 1. Portent Webinar Series MakingGood SEO Reports PRESENTATION PREPARED BY: Josh Patrice
- 2. #portentu MAKING GOOD SEOREPORTS 2
- 3. WHO’S THIS GUY? JoshPatrice Director of SEO, Portent • Over 10 years in the search industry • Analytics, User Experience background • Agency experience • Passion for SEO Reports 3
- 4. The Basics MAKING GOODSEO REPORTS 4
- 5. THE BASICS SEO ReportsToday 5 Screenshots of GA Screenshots of Moz GA or Moz in your own format or graphics Pie Charts, Pie Charts, Pie Charts
- 6. THE BASICS SEO ReportsToday 6 Screenshots of GA Screenshots of Moz GA or Moz in your own format or graphics Pie Charts, Pie Charts, Pie Charts
- 7. THE BASICS 7 It’sa rip-off You’re not providing anything to your clients they can’t get for free Basic data So they got 40 more visits this month… No insights Did you do something to help cause that? So what? If you see a data puke then you know you are looking at the result of web reporting, even if it is called a dashboard. – Avinash Kaushik Why it Isn’t Working http://www.kaushik.net/avinash/difference-web-reporting-web-analysis/
- 8. THE BASICS What toFocus On KPIs The work you’ve done Ancillary metrics Prioritization 8
- 9. THE BASICS The Toolset 9 Analyticsplatform Excel and… YOU!
- 10. What to FocusOn MAKING GOOD SEO REPORTS 10
- 11. WHAT TO FOCUSON 11 KPIs & Goals Key Performance Indicators should be based on client goals and organic search’s ability to deliver. Goals should be used to monitor progress. Good KPIs Organic Unique Visitors Organic Revenue Organic Conversion Rate Good Goals % Growth % Improvement YOY Bad KPIs Traffic Conversions Page views Bad Goals Random Number Monthly Conversions
- 12. WHAT TO FOCUSON The Work You’ve Done 12 Did you optimize an entire category for your client last month? Fix a canonical issue? Unblock an entire section of their site? Redo title tags across the entire site? Move the blog from a subdomain to a subfolder? Use a CDN to deliver images and other media? Let your client know, and show the impact.
- 13. WHAT TO FOCUSON How? 13 Did you optimize an entire category for your client last month? Group that category in analytics and show the resulting traffic/revenue/unique visitors/etc. since the changes. Fix a canonical issue? Track the site’s domain authority or ranking. Unblock an entire section of their site? Use Webmaster Tools to show # of pages crawled and analytics to show resulting traffic. Redo title tags across the entire site? Show traffic, page views, bounce rate improvements. Move the blog from a subdomain to a subfolder? Show traffic, page views, bounce rate improvements. Use a CDN to deliver images and other media? Page load times from before and after.
- 14. WHAT TO FOCUSON Ancillary Metrics 14 KPIs are your primary goal. Other metrics are nice too… Bounce Rate Average Position Time on Site Pages Viewed per Visit Conversions per Visit
- 15. WHAT TO FOCUSON Why? 15 Other metrics help tell an important story Bounce Rate – How many users fail to find what they need? Average Position – Where does your site rank? For what keywords? Time on Site – Are your users interacting with the content? Pages Viewed per Visit – Can users find what they’re looking for? Do they like your content? Conversions per Visit – Is your site working for you?
- 16. WHAT TO FOCUSON Prioritization 16 Wrap up your data and summary of work with a list of priorities.
- 17. Know Your Audience MAKINGGOOD SEO REPORTS 17
- 18. KNOW YOUR AUDIENCE Visuals?Bullets? 18 Everyone processes information differently; while some folks like to have a prose-like narrative, • Others like bullets. 0 20 40 60 80 Some people like charts Prefer talking about charts, but not actual charts Would like to see a chart to better understand how they stand on charts
- 19. KNOW YOUR AUDIENCE CEO 19 Busy Traveler Interestedin the Bottom Line Report Style Readable on small screen – phone or tablet Bulleted narrative analysis Goals oriented Stripped of excess Lots of visuals
- 20. KNOW YOUR AUDIENCE CMO 20 GoalsOriented Brand Focused ROI Report Style KPI focused Simple strategy & insights Additional metrics to demonstrate growth and value Visuals and bullets
- 21. KNOW YOUR AUDIENCE OnlineManager 21 Your contact Interested in the details Needs the whole picture Wants the report to tell a story Report Style Standard Report Easily Scanned Narrative Goals Oriented KPIs Visuals, bullets, prose, the works
- 22. Getting the Data MAKINGGOOD SEO REPORTS 22
- 23. GETTING THE DATA23 Traffic & Unique Organic Visitors
- 24. GETTING THE DATA24 Conversions & Ecommerce
- 25. GETTING THE DATA25 Landing Pages
- 26. GETTING THE DATA26 Year Over Year Comparisons
- 27. Putting it Together MAKINGGOOD SEO REPORTS 27
- 28. PUTTING IT TOGETHER28 Gather Your Data Compile all your data into one Excel spreadsheet
- 29. PUTTING IT TOGETHER29 Visualization • Figure out your story • Visualize how your data helps tell that story • Build out graphs, charts, etc. that helps to tell your story.
- 30. PUTTING IT TOGETHER30 Analysis • Dig deeper into the story • Provide comparison to competition, standards, etc. • Help answer “why?”
- 31. PUTTING IT TOGETHER31 Insight • What happened to lead to these gains? • What can you forecast? • If we change X, what will the outcome be? • What are your goals from the changes you wish to make? If you see words in English outlining actions that need to be taken, and … you see relevant supporting data, then you are looking at the result of web data analysis. – Avinash Kaushik http://www.kaushik.net/avinash/difference-web-reporting-web-analysis/
- 32. The Report MAKING GOODSEO REPORTS 32
- 33. THE REPORT CEO Version 33 Yearover year data comparison Traffic Revenue
- 34. THE REPORT CMO Version 34 Monthover month data comparison KPIs
- 35. THE REPORT Online ManagerVersion 35 Conversions Unique Visitors Ranking Landing Pages Share of Voice
- 36. Questions? Thank you! #portentu MAKING GOODSEO REPORTS 36