In this talk I'll break down a top challenge SEO professionals experience in their day to day roles. I'll also provide 3 actionable takeaways to help you overcome this challenge allowing you to justify more budget and resource for your team.

1. Jennifer Hoffman
Marketing Director
@_JHoff
THE BUSINESS VALUE OF
TECH SEO
@_JHoff #SearchLeeds19

2. Key Finding:
SEOs tend to have
trouble showing the
value of their work
internally to
stakeholders & decision
makers.
CUSTOMER INTERVIEWS
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3. Become customer obsessed
Three Solutions
Report on business impact metrics
Make friends with your Devs
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4. Become Customer
Obsessed.
Think about your user journeys.
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5. CUSTOMER EXPECTATIONS
@_JHoff #SearchLeeds19Img: https://www.deepcrawl.com/blog/white-papers/site-speed-performance-guide/

6. SPEED IMPACT
@_JHoff #SearchLeeds19Img: Google Dev blog: https://developers.google.com/web/fundamentals/performance/why-performance-matters/
How much revenue are you leaving
on the table by having a slow site?
Test your speed impact:
https://www.thinkwithgoogle.com/feature/testmysite
$763k

7. SITE NAVIGATION & STRUCTURE
@_JHoff #SearchLeeds19Img: https://www.marketingcharts.com/industries/retail-and-e-commerce-83523/attachment/namagoo-elements-great-online-shopping-experience-may2018

8. Understand Business
Impact Metrics.
What are the business goals?
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9. SEO METRICS
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Sessions/Users
Domain
Authority
Number of
links
Rankings Pages/Sessions Crawl Errors
Exit Pages
Content
Performance

10. BUSINESS IMPACT METRICS
CR AOV LTV CAC
Conversion Rate Average Order Value Lifetime Value Customer Acquisition
Cost
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11. VISUALIZE THE DATA
Data Studio
Klipfolio
Tableau
Google Sheets
Utilize a dashboard to
visualize your work:
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12. DATA STUDIO
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13. KLIPFOLIO
@_JHoff #SearchLeeds19Img: https://www.klipfolio.com/resources/dashboard-examples/business/real-time-dashboards

14. Make Friends With
Your Dev Team.
What challenges can you solve together?
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15. EMBRACE THE DEVS
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16. DEV ALIGNMENT
Understand how they prefer to
work.
Understand their current workflow.
Identify opportunities to automate
processes.
Humanize things - Buy them a
beer!
How can you align your team with
your Dev team?
@_JHoff #SearchLeeds19

17. TOOLS
A great way to reduce the friction with Devs, use workflow automation tools.
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18. DEV SURVEY
Pain points: Not enough time
Most Enjoyable: Problem solving
Success Measurement: How
much gets accomplished
And working with SEO’s …..
Feedback about their jobs:
(Sound familiar??)
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19. DEV SURVEY
‘ They annoy me! ’
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20. Become customer obsessed
See the bigger picture
Report on business impact metrics
Make friends with your Devs
@_JHoff #SearchLeeds19

21. Made.com
CLIENT CASE STUDY
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22. BIZ CHALLENGES
Management: Revenue has
dropped off
Head of Marketing: Traffic has dropped
off
Customer: I can’t find what I’m looking
for
What happened?
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23. SEO CHALLENGES
Diluted Authority
Poor Site Navigation
Not Secure/ HTTP Protocol
Internationalizatio
n
Diagnosing the issue.
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24. THE RESULTS
42% YoY
Increase in
New Users
31% YoY &
60% MoM
Increase in Organic
Search Revenue
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25. The big winner!
Direct business impact!
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26. Become customer obsessed
Final Thoughts
@_JHoff
Report on business impact metrics
Make friends with your Devs
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27. RESOURCES
Ultimate Guide to Site Speed: http://bit.ly/SiteSpeedGuide
DeepCrawl & John Mueller Webinar Recap: http://bit.ly/JohnMuellerWebinar
Zapier- Creating automated JIRA tickets: http://bit.ly/JIRAtickets
GDS Dashboards that Inform & Persuade: http://bit.ly/GDSDashboards
Made.com Case Study: http://bit.ly/MADE_com
@_JHoff #SearchLeeds19
Google Dev Blog- Why Performance Matters: http://bit.ly/Perf_Matters

28. Jennifer Hoffman
Marketing Director
@_JHoff
THANK YOU
@_JHoff #SearchLeeds19