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The Evolution of SEO Reporting & Analysis
- 1. TH E EVOL U TION OF SEO R EPORTIN G & AN ALYSIS 5 T H S E P T 2 0 1 3 Blair Walker Senior Web Analyst
- 2. Niccolo Machiavelli “There is nothing more difficult to take in hand, more perilous to conduct, or more uncertain in its success, than to take the lead in the introduction of a new order of things”
- 4. SEO data – Planning is important • Reactive …then measure. • Proactive … then deliver the strategy Research Deliver Strategy Plan work Do Research Analyse Plan Measurement Build data focus
- 6. Because you have to! Keyword Unavailable Ranking Volatility iOS6 Referrer stripping Changing SERPs SEO DATA
- 7. We have to get smarter
- 9. The Data Process - Structure KPi Framework Measurement Guidelines KPi Reporting Listen and Learn Analyse and Drive Optimisation
- 10. The Data Process - Measurement
- 11. The Data Process - Analysis
- 12. The Data Process - Optimisation
- 13. The Outcome • Better, more focused data – Accurate, consistent and used to analyse and optimise everything we do • Strategy led by results – Informed decision making, less finger in the air optimisation • Happy clients (…hopefully!) – Smarter budget justification, better reporting, more insightful analysis… – All of which make client stakeholders feel better about themselves!