Learn how to develop successful SEO reports to deliver to stakeholders and decision makers that effectively communicate the SEO process goals and influence actions.
SEO Gap Analysis: Leverage Your Competitors' Performance - WTSFest 2022Lidia Infante
This talk was delivered live at the WTSFest, organised by the Women In Tech SEO community, on the 25th of February 2022 in London. Watch it online: https://www.womenintechseo.com/conference/
Ranking is as easy or as hard as doing better than your competitors. For that, you have to benchmark the sites on your search landscape, meet them where they are and gain an edge. In this talk, Lidia will share how she built SEO strategies off the back of a gap analysis, along with her templates and success stories.
RESOURCES
Competitor identification template - https://bit.ly/SEOCompetitors
SEO gap analysis template - https://bit.ly/SEOGapAnalysis
Probabilistic Thinking in SEO - BrightonSEO October 2022Andrew Charlton
Andrew talks through practical ways to think in probabilities to make better decisions in SEO at BrightonSEO.
From methodologies to help you increase the chances of successful outcomes, to reframing decisions as bets to prioritise your recommendations.
Learn how to communicate SEO and influence with decision makers leveraging clear data presentation, using relevant KPIs and following story telling principles with your SEO reports.
How to Implement Machine Learning in Your Internal Linking Audit - Lazarina S...LazarinaStoyanova
In this talk, Lazarina will break down the key areas that an internal linking audit should look into and go over opportunities for embedding machine learning in a way that is beginner-friendly for SEOs without extensive coding experience. Lazarina will share:
– How to analyse a site’s existing internal linking structure using machine learning
– What machine learning techniques can you implement to help you create content clusters?
– How to find user-friendly, in-content linking opportunities
– How to prioritise and measure the impact of internal linking initiatives
Lazarina will also touch upon how to use this process to identify other opportunities for site optimization, which can improve the user experience and search potential.
Related Blog post published at: https://lazarinastoy.com/how-to-incorporate-machine-learning-in-internal-linking-audits/
BrightonSEO - NLP for SEOs - How to optimise your content for BERT.pptxJosephineHaagen
How have robots learned to read? This talk goes over the process within natural language processing, how BERT works, and how these learnings can be applied to content optimisation.
In this talk, Riaz will look at shifting B2B buyer, which reduces time with potential suppliers is forcing sellers today to evolve as a result.
He will cover:
1. The new B2B buyer and how new demographics and behaviour have altered the way companies buy from each other.
2. How to build relationships earlier and get ahead of your competitors.
3. Making use of dark funnel data to power both sales and marketing.
SEO Gap Analysis: Leverage Your Competitors' Performance - WTSFest 2022Lidia Infante
This talk was delivered live at the WTSFest, organised by the Women In Tech SEO community, on the 25th of February 2022 in London. Watch it online: https://www.womenintechseo.com/conference/
Ranking is as easy or as hard as doing better than your competitors. For that, you have to benchmark the sites on your search landscape, meet them where they are and gain an edge. In this talk, Lidia will share how she built SEO strategies off the back of a gap analysis, along with her templates and success stories.
RESOURCES
Competitor identification template - https://bit.ly/SEOCompetitors
SEO gap analysis template - https://bit.ly/SEOGapAnalysis
Probabilistic Thinking in SEO - BrightonSEO October 2022Andrew Charlton
Andrew talks through practical ways to think in probabilities to make better decisions in SEO at BrightonSEO.
From methodologies to help you increase the chances of successful outcomes, to reframing decisions as bets to prioritise your recommendations.
Learn how to communicate SEO and influence with decision makers leveraging clear data presentation, using relevant KPIs and following story telling principles with your SEO reports.
How to Implement Machine Learning in Your Internal Linking Audit - Lazarina S...LazarinaStoyanova
In this talk, Lazarina will break down the key areas that an internal linking audit should look into and go over opportunities for embedding machine learning in a way that is beginner-friendly for SEOs without extensive coding experience. Lazarina will share:
– How to analyse a site’s existing internal linking structure using machine learning
– What machine learning techniques can you implement to help you create content clusters?
– How to find user-friendly, in-content linking opportunities
– How to prioritise and measure the impact of internal linking initiatives
Lazarina will also touch upon how to use this process to identify other opportunities for site optimization, which can improve the user experience and search potential.
Related Blog post published at: https://lazarinastoy.com/how-to-incorporate-machine-learning-in-internal-linking-audits/
BrightonSEO - NLP for SEOs - How to optimise your content for BERT.pptxJosephineHaagen
How have robots learned to read? This talk goes over the process within natural language processing, how BERT works, and how these learnings can be applied to content optimisation.
In this talk, Riaz will look at shifting B2B buyer, which reduces time with potential suppliers is forcing sellers today to evolve as a result.
He will cover:
1. The new B2B buyer and how new demographics and behaviour have altered the way companies buy from each other.
2. How to build relationships earlier and get ahead of your competitors.
3. Making use of dark funnel data to power both sales and marketing.
BrightonSEO October 2022 - Dan Taylor SEO - Indexing Ecommerce WebsitesDan Taylor
The thing is, we’re hitting an indexing ceiling.
The internet advanced at a quick rate as it had all of human history to be written about and featured; now aside from some small niches and edge cases, we’re regurgitating the same content, the same “how to” guides, and the same products and information.
How SEO changes, as we say bye bye to cookiesAccuraCast
Slides from AccuraCast MD, Farhad Divecha's presentation at Brighton SEO.
In his talk, Farhad discussed how the removal of third-party cookies will affect SEO and advised delegates on practical, actionable things they can do to best equip their business to overcome the potential challenges involved.
Automate The Technical SEO Stuff by Michael Van Den Reym
In this talk, Michael will show you how to automate technical SEO tasks. You will learn how to schedule and compare crawls to spot technical errors faster, how to use RPA to speed up technical SEO audits and how to automatically optimize images. You will get inspired to execute technical SEO better and faster.
In this talk, Beth will give an introduction of what schema is, where it sits within a structured data framework, and its use cases. Then she’ll move on to the types that can be used or are no longer recognised by search engines. This will be followed by a hands-on discussion of how to audit a website, how to write the relevant code, and ways to implement and test.
How to Use Search Intent to Dominate Google DiscoverFelipe Bazon
In this talk you will learn how search intent can help you benefit from the growing popularity of Google Discover. You’ll get actionable tips, a case study example and exclusive data from SEMrush.
The Content & Buyer Show: Let's Map #WTSFestRejoice Ojiaku
Do you sometimes find it difficult to create targeted content for a specific point in your buyer's journey? Well, maybe you are not using the right content. In this talk, we go through the different content formats there are and how those can be mapped to a specific buyer's journey.
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, ...LazarinaStoyanova
How are you currently doing SERP analysis? Is your approach efficient or scalable?
How SEOs can incorporate programmatic approaches and advances in machine learning in order to identify winning strategies?
This talk will leave you with a better understanding of what is possible for SERP analysis at scale, what insights you can capture with the help of machine learning quickly, and how to incorporate insights into your strategy and visualize your findings to impress your stakeholders.
Holistic Search - Developing An Organic First StrategyArpunBhuhi
The cliché goes that Paid and Organic search work in silos and we have all been a witness to that. I'll be talking you through why you should be developing your search strategy holistically and how to do this.
Data Driven Approach to Scale SEO at BrightonSEO 2023Nitin Manchanda
With the help of my favourite case study, I'm showcasing how I took a data-driven approach to scale SEO for a travel brand.
I've covered how I collected data, found trends, and converted them into opportunities. Those opportunities were tested before the grand deployment, which resulted in multifold growth in SEO visibility and revenue.
How to get your SEO work prioritised in house - Maddie McCartney.pptxMaddie McCartney
How to get your SEO work prioritised in-house. A look at how the different ways of working in-house can determine whether or not your SEO initiatives are implemented.
BrightonSEO April 2023 Similar AI: Automation recipes for SEO successDylan Fuler
Automation recipes for SEO success. A presentation from BrightonSEO (the April 2023 edition): about some of the automation ingredients & recipes that Similar AI users have written that grew ranking & traffic... and the ones that didn't. Topics covered include: automation, no code SEO, keyword research, Google Search Console, ChatGPT, site maps, SERPs, faceted navigation, linking and more.
Ed will be reviewing the continued importance of displaying EAT throughout your website, whilst also discussing how the wider SEO community has looked at the acronym backwards – with Trust being the most important element.
Will Critchlow's presentation at BrightonSEO October 2022.
At SearchPilot, we run huge numbers of tests. It's natural to look first to the winning tests, but there is a lot we can learn from the tests that fail - both the inconclusive ones and the negative outcomes.
Learn how we run SEO tests, how we analyse winners and losers, and take advantage of the lessons we have learned from dozens of losing tests. Take away actionable insights you can use in your own testing or SEO program.
Identifying Top Converting Queries at Every Stage of the Customer Journey #SM...Aleyda Solís
How to develop a keyword research to identify queries that will convert at every stage of the customer journey and you can target in your SEO process? Take a look at this presentation with steps, criteria and tools.
[BrightonSEO October 2022] On-page SEO: from intention to conversionFelipe Bazon
In this talk from BrightonSEO October 2022 you will learn how to use the Conversion Index, Topical Authority and the Skyscraper Technique to really optimise for the user.
Competitive SEO Analysis: How to Identify Opportunities to Win #TheInbounderAleyda Solís
How to drive your SEO for growth and win over your competitors? In this presentation I show you hot to identify the best opportunities to drive a competitive SEO process.
BrightonSEO October 2022 - Dan Taylor SEO - Indexing Ecommerce WebsitesDan Taylor
The thing is, we’re hitting an indexing ceiling.
The internet advanced at a quick rate as it had all of human history to be written about and featured; now aside from some small niches and edge cases, we’re regurgitating the same content, the same “how to” guides, and the same products and information.
How SEO changes, as we say bye bye to cookiesAccuraCast
Slides from AccuraCast MD, Farhad Divecha's presentation at Brighton SEO.
In his talk, Farhad discussed how the removal of third-party cookies will affect SEO and advised delegates on practical, actionable things they can do to best equip their business to overcome the potential challenges involved.
Automate The Technical SEO Stuff by Michael Van Den Reym
In this talk, Michael will show you how to automate technical SEO tasks. You will learn how to schedule and compare crawls to spot technical errors faster, how to use RPA to speed up technical SEO audits and how to automatically optimize images. You will get inspired to execute technical SEO better and faster.
In this talk, Beth will give an introduction of what schema is, where it sits within a structured data framework, and its use cases. Then she’ll move on to the types that can be used or are no longer recognised by search engines. This will be followed by a hands-on discussion of how to audit a website, how to write the relevant code, and ways to implement and test.
How to Use Search Intent to Dominate Google DiscoverFelipe Bazon
In this talk you will learn how search intent can help you benefit from the growing popularity of Google Discover. You’ll get actionable tips, a case study example and exclusive data from SEMrush.
The Content & Buyer Show: Let's Map #WTSFestRejoice Ojiaku
Do you sometimes find it difficult to create targeted content for a specific point in your buyer's journey? Well, maybe you are not using the right content. In this talk, we go through the different content formats there are and how those can be mapped to a specific buyer's journey.
How to Incorporate ML in your SERP Analysis, Lazarina Stoy -BrightonSEO Oct, ...LazarinaStoyanova
How are you currently doing SERP analysis? Is your approach efficient or scalable?
How SEOs can incorporate programmatic approaches and advances in machine learning in order to identify winning strategies?
This talk will leave you with a better understanding of what is possible for SERP analysis at scale, what insights you can capture with the help of machine learning quickly, and how to incorporate insights into your strategy and visualize your findings to impress your stakeholders.
Holistic Search - Developing An Organic First StrategyArpunBhuhi
The cliché goes that Paid and Organic search work in silos and we have all been a witness to that. I'll be talking you through why you should be developing your search strategy holistically and how to do this.
Data Driven Approach to Scale SEO at BrightonSEO 2023Nitin Manchanda
With the help of my favourite case study, I'm showcasing how I took a data-driven approach to scale SEO for a travel brand.
I've covered how I collected data, found trends, and converted them into opportunities. Those opportunities were tested before the grand deployment, which resulted in multifold growth in SEO visibility and revenue.
How to get your SEO work prioritised in house - Maddie McCartney.pptxMaddie McCartney
How to get your SEO work prioritised in-house. A look at how the different ways of working in-house can determine whether or not your SEO initiatives are implemented.
BrightonSEO April 2023 Similar AI: Automation recipes for SEO successDylan Fuler
Automation recipes for SEO success. A presentation from BrightonSEO (the April 2023 edition): about some of the automation ingredients & recipes that Similar AI users have written that grew ranking & traffic... and the ones that didn't. Topics covered include: automation, no code SEO, keyword research, Google Search Console, ChatGPT, site maps, SERPs, faceted navigation, linking and more.
Ed will be reviewing the continued importance of displaying EAT throughout your website, whilst also discussing how the wider SEO community has looked at the acronym backwards – with Trust being the most important element.
Will Critchlow's presentation at BrightonSEO October 2022.
At SearchPilot, we run huge numbers of tests. It's natural to look first to the winning tests, but there is a lot we can learn from the tests that fail - both the inconclusive ones and the negative outcomes.
Learn how we run SEO tests, how we analyse winners and losers, and take advantage of the lessons we have learned from dozens of losing tests. Take away actionable insights you can use in your own testing or SEO program.
Identifying Top Converting Queries at Every Stage of the Customer Journey #SM...Aleyda Solís
How to develop a keyword research to identify queries that will convert at every stage of the customer journey and you can target in your SEO process? Take a look at this presentation with steps, criteria and tools.
[BrightonSEO October 2022] On-page SEO: from intention to conversionFelipe Bazon
In this talk from BrightonSEO October 2022 you will learn how to use the Conversion Index, Topical Authority and the Skyscraper Technique to really optimise for the user.
Competitive SEO Analysis: How to Identify Opportunities to Win #TheInbounderAleyda Solís
How to drive your SEO for growth and win over your competitors? In this presentation I show you hot to identify the best opportunities to drive a competitive SEO process.
Actionable and Impactful SEO Audits #SearchNorwichAleyda Solís
How to maximize your SEO audits impact and facilitate its actionability? In this presentation Aleyda goes through the SP2 principles that you can easily apply to your SEO analysis and recommendations.
Aleyda Solis: How to develop actionable and impactful SEO auditsSearchNorwich
In this session, Aleyda will share actionable principles to follow when developing an SEO audit to make it easily actionable and maximize its impact faster.
What Makes your SEO Fail (and how to fix it) #BrightonSEO Aleyda Solís
In this session I'll go through the main causes of SEO processes failure and provide actionable tips to overcome the most common challenges to achieve SEO success.
Aprende a crear informes SEO que te permitan alcanzar el éxito siguiendo 3 principios para elegir KPIs relevantes, presentar tus datos de forma clara y efectiva y aprovechar principios de narración de los datos para generar el impacto que deseas para alcanzar los objetivos establecidos en el proceso.
Thriving as an SEO Specialist: Frameworks & Tips to Manage Complex SEO ProcessesAleyda Solís
How to successfully manage an SEO process? Is about having Influence to earn support, Be fast and agile and Be consistent and error free. I explain how in this presentation!
How to Make SEO Audits That Matter & Get Implemented for SEO Success - The Ex...Aleyda Solís
Maximize cost-effective SEO implementation and achieve SEO success with SEO audits that get implemented:
* Make your SEO audits solutions focused to develop action driven recommendations
* Prioritize your SEO recommendations based on impact and effort, with SEO low-hanging fruits
* Establish ongoing actions to prevent new SEO issues & leverage opportunities during the process
* Connect each of your SEO recommendations to SMARTER SEO goals
* Format SEO recommendations to facilitate actionability and collaboration
* Develop frequent recommendations reviews & tests to keep them relevant and impactful
SEO in 2017 - How to Win & Maximize Results #CCDK17Aleyda Solís
Mobile First & AMP, Structured Data & SERP Features, HTTPS migration - Learn which are the SEO strategies that will allow you to maximize results in 2017.
Developing SEO audits that maximize growth #dmssconferenceAleyda Solís
Learn how to target your SEO audit to avoid the most common pitfalls while targeting it to be strategical, actionable, prioritized and continuous to maximize your SEO growth.
Similar to SEO Reporting to Impress: How to Successfully Report your SEO Efforts & Results #WTSFest (20)
Hreflang: Is it really still necessary and how to use it successfully in 2023Aleyda Solís
Learn if hreflang annotations are still necessary in Intenational SEO projects in 2023, in which scenarios and how to effectively implement it while minimizing issues and maximizing success and impact.
Cómo Gestionar Proyectos SEO Complejos de Forma Exitosa #SEonthebeachAleyda Solís
Aprende a gestionar proyectos SEO complejos de forma exitosa siguiendo principios de gestión de proyectos:
1. Influenciando para obtener apoyo a actividades SEO
2. Rapidez y agilidad para ejecutar y aprovechar oportunidades
3. Ejecutando de forma efectiva y consistente para construir en vez de cazar errores
No More "It Depends" - Learn to Set your Visual SEO Resources #LondonSEOMeetu...Aleyda Solís
Answering with "it depends" to the SEO questions we get doesn't help to gain trust and make things happen! The solution? Learn to create your #VisualSEO assets to explain processes, workflows and help to set systems!
SEO low hanging Fruit - Identifying High Impact Opportunities Fast #SEOforUkr...Aleyda Solís
Learn how to identify high-impact SEO opportunities in your SEO Process fast, going through common scenarios that you can use to maximize your SEO results.
Identificando Búsquedas que Conviertan en tu Customer JourneyAleyda Solís
Aprender a desarrollar estudios de palabras clave enfocados a identificar términos que conviertan para el éxito de tu proceso SEO y alcance de objetivos a nivel de conversión.
SEO Low hanging Fruit: Identifying SEO Opportunities to Achieve Results Fast ...Aleyda Solís
How can you achieve results in your SEO process without having to wait for months? In this presentation I go through criteria to use to identify quick win opportunities!
7 E-Commerce SEO Mistakes & How to Fix Them #DeepSEOConAleyda Solís
Avoid the most common SEO issues, challenges and mistakes by going through this presentation with tips, criteria and tools to use independently of your online store Web platform, and grow your organic search results
Cost Effective Multilingual Content Optimization in An International SEO ProcessAleyda Solís
How to optimize your content in an international / Multilingual SEO process? Take a look at the criteria to take into consideration and tips to maximize results.
Frameworks y tips para gestionar con éxito procesos SEO en entornos complejosAleyda Solís
¿Cómo alcanzar el éxito SEO en entornos complejos? En esta presentación comparto métodos, flujos de trabajo y criterios a tomar en cuenta al gestionar el proceso SEO para alcanzar resultados.
How to Become a Successful Remote SEO Consultant #LisbonSEOMeetupAleyda Solís
In this presentation I go through the main challenges when becoming a remote based SEO professional, and how to overcome them when working as a consultant.
SEO for Changing E-commerce Product Pages - How to Optimize your Online Store...Aleyda Solís
How can you make the most and optimize your e-commerce product pages? In this presentation I show you how you can optimize them to attract more and better organic search traffic and conversions.
SEO Internacional: Acciones a Priorizar y Errores a Evitar #3HorasDeSEOAleyda Solís
¿Cómo sacar el máximo provecho al SEO internacional evitando errores comunes y maximizando resultados? En esta presentación comparto criterios, pasos y herramientas a usar.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
2. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
I know, you
likely didn’t
become an SEO
for the love of
reporting…
3. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
In fact, it’s
among the
least favorite
activities for
SEOs
https://twitter.com/aleyda/status/1492098492298403840
4. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
https://seomba.substack.com/p/your-boss-cares-about-reporting-more
However,
decision
makers do care
about reporting
as it’s how they
assess the SEO
process
investment and
your work
5. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
The effectiveness
of reports can be
the difference
between getting
fired, more SEO
support or a raise
6. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
But many SEO
Reports are
broken…
they’re a
compilation of
dashboards
automated via
tools showing
SEO metrics
7. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
41% of SEOs
asked said to
only use a
dashboard
with data for
reporting
https://twitter.com/aleyda/status/1459202085715591174
8. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
Data from dashboards will be included
in reports but they can’t replace them
https://chartio.com/blog/dashboards-vs-reports-how-theyre-the-same-how-theyre-different/
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.
9. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
10. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
Although
most SEOs
feature
business
metrics that
will help to
connect with
decision
makers…
https://twitter.com/aleyda/status/1459202085715591174
11. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
…and also
add
commentary
to them…
https://twitter.com/aleyda/status/1459202085715591174
12. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
13. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
Especially
taking into
consideration
that most SEOs
don’t always
present their
reports
https://twitter.com/aleyda/status/1459202085715591174
14. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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?
15. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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?
16. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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?
17. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
Yes, there are
timing
restrictions
and you need
to do reporting
fast to get
back to "SEO
execution”,
but…
https://twitter.com/aleyda/status/1459202085715591174
18. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
SEO
Reporting
is only a
monthly
effort!
https://twitter.com/aleyda/status/1459202085715591174
19. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
I’ll show you
how by using
simple rules and
asking a few
questions to
create checklist
and templates to
save time…
20. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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…
21. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
22. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
23. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
Avoid using
confusing
proprietary
metrics which
are unreliable
and difficult to
connect with
your actual SEO
goals
24. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
Don’t add to
reports all what
you monitor
either, only KPIs
connected to SEO
goals the
audience is
interested on, to
cut noise &
minimize doubts
CMO WILL CARE ABOUT THIS
THIS WILL ONLY ADD CONFUSION TO CMO
25. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
26.
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. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
28. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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 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. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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.
30. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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]
31. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
32. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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.
33. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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.
34. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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!
35. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
36. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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/
37. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
38. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
39. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
40. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
41. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
42. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
43. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
It’s not about
“creating a
pretty report
with beautiful
charts” but
about making
your data easy to
understand
Top Ranked Queries
Beautiful but difficult to understand
44. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
vs
Have Visits in the Last Quarter
improved 30% YoY?
Difficult to understand
Sometimes a
simpler
scorecard will
make it easier to
understand
goals
achievement
than a fancy
time series
Easier to say
45. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
https://scalefresh.com/cheatsheet-for-charts/ + https://www.tapclicks.com/resources/blog/guided-visualization/
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
46. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
47. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
48. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
Remove
pointless
decorations &
information
that won’t help
to answer the
relevant KPI
goal question
What are the top 10 ranked
queries & their positions?
vs
49. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
50. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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?
51. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
Add 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
52. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
Use color with
intent, to
facilitate KPIs
progression
understanding
vs
Are results improving over time?
Easier!
Difficult to tell
53. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
https://docs.google.com/spreadsheets/d/1g88EW02BRQGtaHQQ6wohL0jUVrSqcozaLUcTqbveNfQ/view#gid=2882816
Here’s a Sheet of the Charts Usage
Checklist for clear data presentation
54. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
55. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
https://www.forbes.com/sites/brentdykes/2016/03/31/data-storytelling-the-essential-data-science-skill-everyone-needs/
Data storytelling
creates
compelling
narratives to help
audiences
understand and
drive action from
your data analysis
56. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
Storytelling should help communicate
the value from the data you’re showing
https://ppcexpo.com/blog/storytelling-with-data
Stories Attract and
Maintain People’s
Attention for Longer
https://ppcexpo.com/blog/storytelling-with-data
Numbers Without
Stories can be
Boring
Stories
Communicate
Insights with the
Highest Clarity
57. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
Be careful to not misrepresent the data
bringing to wrong conclusions though
https://ppcexpo.com/blog/storytelling-with-data
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
58. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
Explain and
drive action
without
misleading,
even if results
are not
positive,
otherwise you
will lose 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
59. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
https://towardsdatascience.com/how-to-build-a-narrative-from-data-85e327940c13
Start by crafting a compelling narrative
for each KPI using the 3 act structure
What happened? Why Did it Happened? How to Proceed?
SETUP CONFLICT RESOLUTION
60. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
The Setup:
Describe “what
happened”
with each KPI
result vs
expected goal
progress,
taking the
audience into
account
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
61. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
The Conflict:
Explain the
why behind
the result,
whether
positive or
negative,
describe the
cause of results
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
….
62. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
The Resolution:
How to
proceed to
achieve the
expected goal
given the
current results?
Summarize top
recommended
actions
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
63. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
Now you
have the
steps and a
template to
use for each
of the KPIs in
your SEO
report
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
64. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
65. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
66. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
67. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
68. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
69. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest 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
70. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
…and
remember,
there’s nothing
like presenting
the SEO report,
to facilitate
understanding
& get feedback
to improve
71. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
SEO Reporting
it’s critical for
the SEO process
success, and you
should prioritize
it accordingly
72. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
Follow these principles to
achieve SEO reporting goals
MEANINGFUL KPIS
CLEAR
DATA PRESENTATION
DATA
STORYTELLING
COMMUNICATE
RESULTS
EXPLAIN THE
CAUSE OF
RESULTS
DRIVE ACTION
TO ACHIEVE
GOALS
73. #ecommerceseo at @siteground by @aleyda from @orainti
#SEOReporting at #WTSFest by @aleyda from @orainti
orainti.com
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