SlideShare a Scribd company logo

Making Good SEO Reports Portent Webinar

•Download as PPTX, PDF•
•
BrightEdge
BrightEdge

While PPC can show off a direct ROI, your SEO efforts can be harder to quantify. Knowing how to report on SEO, and knowing how to communicate your efforts can make a difference whether you’re in-house, in an agency, or on your own. Join Portent's Director of SEO, Josh Patrice, and learn what makes a good report that will impact your clients and set you up for success!

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

More Related Content

Making Good SEO Reports Portent Webinar

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