Learn how to develop successful SEO reports to deliver to stakeholders and decision makers that effectively communicate the SEO process goals and influence actions.
How to improve Core Web Vitals on a WordPress website
Talk by Louise at SEO Brighton in April 2022.
It is really easy to design and build a beautiful but slow WordPress website! The Google update for Core Web Vitals is a set of SEO ranking signals to help website owners improve the speed and user experience for their website.
In this talk Louise will share with you how to adjust your WordPress site to improve your Core Web Vital scores. The strategies are different for each metric so she will go through each one and give you some practical ideas you can take back and action or ask your developer to implement.
How to Implement Machine Learning in Your Internal Linking Audit - Lazarina S...
This document contains the transcript of a presentation about incorporating machine learning into internal linking audits. The presentation discusses analyzing a website's internal link structure using machine learning techniques like topic modeling and fuzzy matching to identify opportunities for new or improved internal links. It provides a 6-step process for discovery, analysis, clustering content by topic, identifying link opportunities, prioritizing where to link, and measuring the impact of implemented links. The goal is incremental improvements to internal linking that can boost SEO over time through better content organization and discoverability.
How to Use Search Intent to Dominate Google Discover
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.
How to Make SEO Audits That Matter & Get Implemented for SEO Success - The Ex...
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
The Value of Featured Snippets (BrightonSEO 2023).pdf
The document discusses featured snippets in Google search results. It begins by explaining what featured snippets are and their value for searchers. It then provides tips for developing a featured snippet strategy, including focusing keyword research on question keywords and optimizing content with headers, images, and schema markup. The document concludes by emphasizing the importance of keyword research and checking all SEO best practices to start winning featured snippets.
TECHNICAL SEO QA - SHINING A LIGHT ON INVISIBLE WORK (BrightonSEO April 2022)
When you do things right, people won’t be sure you’ve done anything at all. That’s SEO QA in a nutshell. The key to online life, love and success is: testing. Testing involves product, devs and SEOs. Tests: everyone wants them but time and accountability get in the way.
In this talk, Gianna Brachetti-Truskawa and Myriam Jessier go over how to automate, semi-automate and fake it till you make it QA testing methods that do not rely on developers and minimize inter-team frictions. They’ll also show basic tests everyone should carry out to save some anxiety.
They’ll also discuss the mysterious mysteries: everything that can go wrong and all of the things NO ONE EVER TELLS YOU.
GretaMunari - The redemption of content automation
In this presentation, you'll be walked you through how Trainline scaled high-quality human written content to 4M + pages without using AI tools and created customer-oriented pages while improving rankings along the way.
[BrightonSEO 2022] Unlocking the Hidden Potential of Product Listing Pages
The document discusses optimizing product listing pages (PLPs) on ecommerce websites. It begins with the author describing their experience finding a website with little obvious "tech debt" issues to address. They then analyze which page templates drive the most revenue, finding PLPs account for 60% of organic revenue. The author breaks down PLPs into individual components and suggests prioritizing optimization of filters and internal linking. They argue for considering metrics beyond just search volume, like user behavior and conversion data, when deciding which page variants to focus on.
SEO for Changing E-commerce Product Pages - How to Optimize your Online Store...
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.
Thriving as an SEO Specialist: Frameworks & Tips to Manage Complex SEO Processes
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!
Product, service and category page links (and how to get them) - Rebecca Moss...
Rebecca heads up the Digital PR team at JBH, delivering creative digital PR strategies for lifestyle brands. After working in SEO for more years than she would care to admit, Rebecca's presentation reveals how the SEO industry has fallen out of love with large-scale hero campaigns, and shifted back to fundamentals of earning links using content marketing techniques.
BrightonSEO - Master Crawl Budget Optimization for Enterprise Websites
For every website on the internet, Google has a fixed budget for how many pages their bots can and are willing to crawl. The internet is a big place, so Googlebot can only spend so much time crawling and indexing our websites. Crawl budget optimization is the process of ensuring that the right pages of our websites end up in Google’s index and are ultimately shown to searchers.
Google’s recommendations for optimizing crawl budget are rather limited, because Googlebot crawls through most websites without reaching its limit. But enterprise-level and ecommerce sites with thousands of landing pages are at risk of maxing out their budget. A 2018 study even found that Google’s crawlers failed to crawl over half of the webpages of larger sites in the experiment.
Influencing how crawl budget is spent can be a more difficult technical optimization for strategists to implement. But for enterprise-level and ecommerce sites, it’s worth the effort to maximize crawl budget where you can. With a few tweaks, site owners and SEO strategists can guide Googlebot to regularly crawl and index their best-performing pages.
Martin McGarry - SEO strategy c/o England manager Gareth Southgate
This document outlines an SEO strategy inspired by Gareth Southgate's plan to improve the England football team. It presents a three step target setting framework: 1) Be competitive in 6-12 months, 2) achieve tournament success in 1-2 years, and 3) be number one in 2-3 years. Key metrics such as visibility, site health, traffic, and time on page are identified and targets are set for each step. Accompanying tasks are mapped to the metrics and timeline to execute the plan, such as link campaigns, technical fixes, and content updates. The strategy aims to provide structure through measurable goals and accountability.
The document discusses how to go viral on a budget using public relations (PR). It recommends tying a product or idea into a current trend, validating the trend, identifying the target audience, crafting a compelling pitch, and developing an effective outreach strategy. Specifically, it outlines how the author launched an unknown brand called "2020 Scent" that generated over £20,000 in revenue with a campaign costing under £10 by tying scented products to viral trends from that year.
The document discusses how Apps Script can be used to program spreadsheets and leverage JavaScript functions and APIs. It provides examples of parsing URLs, cleaning data, and custom functions. Apps Script allows integrating APIs to scrape search results, classify data using machine learning, and monitor website changes. Functions can make spreadsheets more powerful and automate tasks like notifying users. The document encourages learning JavaScript and Apps Script to unlock these capabilities within spreadsheets.
Small Tasks Make Big Changes - Shmulik Dorinbaum.pptx
My talk from BrightonSEO 2022 was about taking the whole “BIG SEO PROCESS” and cutting it into small tasks so the SEO process will be better, more accurate, and easier to execute.
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.
Competitive SEO Analysis: How to Identify Opportunities to Win #TheInbounder
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.
This document summarizes Aleyda Solis's presentation on competitive SEO analysis. It recommends identifying real competitors targeting the same keywords, comparing their authority, content, and technical SEO against one's own site to find opportunities. Prioritize keywords where competitors have lost visibility or aren't ranking highly. Leverage on-page and off-page strengths like local relevance or ability to implement changes faster than bigger competitors. The goal is a strategic SEO approach that optimizes the entire digital presence and customer experience, not just keywords in isolation.
Actionable and Impactful SEO Audits #SearchNorwich
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 audits
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
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.
The document discusses effective SEO reporting. It recommends establishing meaningful goals and key performance indicators (KPIs) connected to those goals. Goals and KPIs should vary based on the intended audience, such as management wanting to see business metrics like ROI and revenue, while SEO teams want to see operational metrics like rankings and backlinks. Reports should communicate results, explain causes of results, and drive action to achieve goals. Dashboards alone are insufficient and reports require additional data storytelling, analysis, and recommendations. The effectiveness of SEO reporting can impact support and success.
SEO for Ecommerce: 5 Must Follow Tips at #MaxNordic
Aleyda Solis gives a presentation on 5 tips for ecommerce SEO. She discusses allowing only crawlable URLs to be indexed to optimize crawl budget, setting indexation rules to avoid duplication and thin content, setting rules for expired products and campaigns to maintain their value, identifying mobile search behaviors to target mobile users, and leveraging search features and snippets to improve visibility and conversions. The document provides details on each of these tips.
SEO in 2017 - How to Win & Maximize Results #CCDK17
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 #dmssconference
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.
The document discusses strategies for SEO success in 2021. It recommends aligning SEO efforts with a website's product triangle to set strategic priorities. Understanding user search intent and connecting content to their search journeys is emphasized to better fulfill needs. Leveraging Google's search features and developing brand authority can help expand visibility and grow search popularity. Areas to focus on minimizing include poor user experience issues like slow site speed. Overall the document provides guidance on optimizing content, technical aspects, and link building to achieve SEO goals in 2021.
Hreflang: Is it really still necessary and how to use it successfully in 2023
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.
The document discusses 7 common ways to fail at international SEO. These include launching in too many non-profitable markets, choosing the wrong international targeting for your business, not localizing international content, incorrectly setting hreflang annotations, choosing the wrong web structure for international markets, redirecting users automatically based on IP, and only relying on hreflang annotations to geolocate. The author provides tips to avoid each of these pitfalls and succeed with international SEO.
Cómo Gestionar Proyectos SEO Complejos de Forma Exitosa #SEonthebeach
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
Identificando Búsquedas que Conviertan en tu Customer Journey
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.
Identifying Top Converting Queries at Every Stage of the Customer Journey #SM...
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.
Cómo Diagnosticar y Recuperar de una Caída de Tráfico SEO #SEOnderground
Este documento describe cómo diagnosticar y recuperarse de una caída en el tráfico orgánico de SEO. Explica que la mayoría de las caídas son causadas por actualizaciones de Google u errores de implementación, y proporciona una guía paso a paso para identificar la causa específica y tomar las medidas correctivas adecuadas, como optimizar el contenido, corregir errores técnicos o crear nuevo contenido relevante. También enfatiza la importancia de establecer un marco de trabajo de SEO saludable con monitoreo y validación contin
7 E-Commerce SEO Mistakes & How to Fix Them #DeepSEOCon
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 Process
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 complejos
¿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 #LisbonSEOMeetup
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 Internacional: Acciones a Priorizar y Errores a Evitar #3HorasDeSEO
El documento habla sobre estrategias de SEO internacional. Recomienda priorizar unos pocos mercados internacionales en lugar de todos a la vez, basándose en el tráfico actual, potencial y objetivos. También recomienda elegir la estructura web apropiada para cada mercado considerando factores como geolocalización, competencia y escalabilidad. Además, advierte evitar posicionar páginas en mercados no relevantes y usar redirecciones automáticas basadas en la ubicación IP.
CampusEdge offers a comprehensive suite of tools including financial management, human resources, student information, and more. It promotes streamlined processes and data integration.
Enhanced efficiency and productivity through automation, data centralization, and real-time insights. Improved decision-making based on accurate data and analytics.
Allows for seamless scalability to adapt to the changing needs of educational institutions. Enables consolidation of various functions into a single platform.
Initial planning and assessment of requirements. Configuration and customization of the software to fit the institution's unique structure and processes.
Comprehensive training programs for staff to ensure effective utilization. Phased deployment strategy to minimize disruptions.
CIIM (Chandigarh Institute of Internet Marketing) – ISO:9001 Certified & Google Partner Digital Marketing institute in Chandigarh — was founded by Surjeet Thakur in the year 2010. We specialize in training aspirants in various digital marketing domains such as Google Ads, PPC, SEO, SMM, SEM, Video Marketing, Amazon Marketing etc.
The document discusses the challenges of scaling great content. It states that while scaling basic content is easy, scaling high-quality content is difficult. It recommends systematizing, standardizing, and streamlining content production processes to help overcome these challenges. This includes outlining processes, reviewing drafts, editing, and publishing content according to standardized steps.
The document discusses scaling SEO through a product-led approach. It describes how content production and performance analysis can be scaled using templates, natural language generation, and data aggregation/dashboards. Specific strategies discussed include scaling content production through AI-assisted templates reviewed by specialists, and scaling analytics through custom dashboards integrating internal and external data to surface hidden opportunities. The overall message is that many aspects of SEO can be scaled through automation and data-driven approaches while maintaining quality.
Kleecks - AI-Martech as a game changer-DEF.pdfKleecks
This document discusses how AI and automation can revolutionize the SEO value chain. It argues that AI can enable a symbiotic relationship between SEO strategy and technical implementation by powering automated competitive analysis, strategy suggestions, and one-click fixes. This represents a new approach that can improve time-to-market and optimize implementation timescales through a no-code model.
Talk by Louise at SEO Brighton in April 2022.
It is really easy to design and build a beautiful but slow WordPress website! The Google update for Core Web Vitals is a set of SEO ranking signals to help website owners improve the speed and user experience for their website.
In this talk Louise will share with you how to adjust your WordPress site to improve your Core Web Vital scores. The strategies are different for each metric so she will go through each one and give you some practical ideas you can take back and action or ask your developer to implement.
How to Implement Machine Learning in Your Internal Linking Audit - Lazarina S...LazarinaStoyanova
This document contains the transcript of a presentation about incorporating machine learning into internal linking audits. The presentation discusses analyzing a website's internal link structure using machine learning techniques like topic modeling and fuzzy matching to identify opportunities for new or improved internal links. It provides a 6-step process for discovery, analysis, clustering content by topic, identifying link opportunities, prioritizing where to link, and measuring the impact of implemented links. The goal is incremental improvements to internal linking that can boost SEO over time through better content organization and discoverability.
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.
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
The Value of Featured Snippets (BrightonSEO 2023).pdfNiki Mosier
The document discusses featured snippets in Google search results. It begins by explaining what featured snippets are and their value for searchers. It then provides tips for developing a featured snippet strategy, including focusing keyword research on question keywords and optimizing content with headers, images, and schema markup. The document concludes by emphasizing the importance of keyword research and checking all SEO best practices to start winning featured snippets.
When you do things right, people won’t be sure you’ve done anything at all. That’s SEO QA in a nutshell. The key to online life, love and success is: testing. Testing involves product, devs and SEOs. Tests: everyone wants them but time and accountability get in the way.
In this talk, Gianna Brachetti-Truskawa and Myriam Jessier go over how to automate, semi-automate and fake it till you make it QA testing methods that do not rely on developers and minimize inter-team frictions. They’ll also show basic tests everyone should carry out to save some anxiety.
They’ll also discuss the mysterious mysteries: everything that can go wrong and all of the things NO ONE EVER TELLS YOU.
GretaMunari - The redemption of content automationGretaMunari1
In this presentation, you'll be walked you through how Trainline scaled high-quality human written content to 4M + pages without using AI tools and created customer-oriented pages while improving rankings along the way.
[BrightonSEO 2022] Unlocking the Hidden Potential of Product Listing PagesAreej AbuAli
The document discusses optimizing product listing pages (PLPs) on ecommerce websites. It begins with the author describing their experience finding a website with little obvious "tech debt" issues to address. They then analyze which page templates drive the most revenue, finding PLPs account for 60% of organic revenue. The author breaks down PLPs into individual components and suggests prioritizing optimization of filters and internal linking. They argue for considering metrics beyond just search volume, like user behavior and conversion data, when deciding which page variants to focus on.
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.
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!
Product, service and category page links (and how to get them) - Rebecca Moss...Rebecca Moss
Rebecca heads up the Digital PR team at JBH, delivering creative digital PR strategies for lifestyle brands. After working in SEO for more years than she would care to admit, Rebecca's presentation reveals how the SEO industry has fallen out of love with large-scale hero campaigns, and shifted back to fundamentals of earning links using content marketing techniques.
BrightonSEO - Master Crawl Budget Optimization for Enterprise WebsitesManick Bhan
For every website on the internet, Google has a fixed budget for how many pages their bots can and are willing to crawl. The internet is a big place, so Googlebot can only spend so much time crawling and indexing our websites. Crawl budget optimization is the process of ensuring that the right pages of our websites end up in Google’s index and are ultimately shown to searchers.
Google’s recommendations for optimizing crawl budget are rather limited, because Googlebot crawls through most websites without reaching its limit. But enterprise-level and ecommerce sites with thousands of landing pages are at risk of maxing out their budget. A 2018 study even found that Google’s crawlers failed to crawl over half of the webpages of larger sites in the experiment.
Influencing how crawl budget is spent can be a more difficult technical optimization for strategists to implement. But for enterprise-level and ecommerce sites, it’s worth the effort to maximize crawl budget where you can. With a few tweaks, site owners and SEO strategists can guide Googlebot to regularly crawl and index their best-performing pages.
Martin McGarry - SEO strategy c/o England manager Gareth SouthgateMartin McGarry
This document outlines an SEO strategy inspired by Gareth Southgate's plan to improve the England football team. It presents a three step target setting framework: 1) Be competitive in 6-12 months, 2) achieve tournament success in 1-2 years, and 3) be number one in 2-3 years. Key metrics such as visibility, site health, traffic, and time on page are identified and targets are set for each step. Accompanying tasks are mapped to the metrics and timeline to execute the plan, such as link campaigns, technical fixes, and content updates. The strategy aims to provide structure through measurable goals and accountability.
How to go viral on a budget using Digital PR.pptxAlexHickson3
The document discusses how to go viral on a budget using public relations (PR). It recommends tying a product or idea into a current trend, validating the trend, identifying the target audience, crafting a compelling pitch, and developing an effective outreach strategy. Specifically, it outlines how the author launched an unknown brand called "2020 Scent" that generated over £20,000 in revenue with a campaign costing under £10 by tying scented products to viral trends from that year.
The document discusses how Apps Script can be used to program spreadsheets and leverage JavaScript functions and APIs. It provides examples of parsing URLs, cleaning data, and custom functions. Apps Script allows integrating APIs to scrape search results, classify data using machine learning, and monitor website changes. Functions can make spreadsheets more powerful and automate tasks like notifying users. The document encourages learning JavaScript and Apps Script to unlock these capabilities within spreadsheets.
Small Tasks Make Big Changes - Shmulik Dorinbaum.pptxShmulik Dorinbaum
My talk from BrightonSEO 2022 was about taking the whole “BIG SEO PROCESS” and cutting it into small tasks so the SEO process will be better, more accurate, and easier to execute.
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.
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.
This document summarizes Aleyda Solis's presentation on competitive SEO analysis. It recommends identifying real competitors targeting the same keywords, comparing their authority, content, and technical SEO against one's own site to find opportunities. Prioritize keywords where competitors have lost visibility or aren't ranking highly. Leverage on-page and off-page strengths like local relevance or ability to implement changes faster than bigger competitors. The goal is a strategic SEO approach that optimizes the entire digital presence and customer experience, not just keywords in isolation.
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.
How to Develop Successful SEO Reports #SEOKommAleyda Solís
The document discusses effective SEO reporting. It recommends establishing meaningful goals and key performance indicators (KPIs) connected to those goals. Goals and KPIs should vary based on the intended audience, such as management wanting to see business metrics like ROI and revenue, while SEO teams want to see operational metrics like rankings and backlinks. Reports should communicate results, explain causes of results, and drive action to achieve goals. Dashboards alone are insufficient and reports require additional data storytelling, analysis, and recommendations. The effectiveness of SEO reporting can impact support and success.
SEO for Ecommerce: 5 Must Follow Tips at #MaxNordic Aleyda Solís
Aleyda Solis gives a presentation on 5 tips for ecommerce SEO. She discusses allowing only crawlable URLs to be indexed to optimize crawl budget, setting indexation rules to avoid duplication and thin content, setting rules for expired products and campaigns to maintain their value, identifying mobile search behaviors to target mobile users, and leveraging search features and snippets to improve visibility and conversions. The document provides details on each of these tips.
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.
The document discusses strategies for SEO success in 2021. It recommends aligning SEO efforts with a website's product triangle to set strategic priorities. Understanding user search intent and connecting content to their search journeys is emphasized to better fulfill needs. Leveraging Google's search features and developing brand authority can help expand visibility and grow search popularity. Areas to focus on minimizing include poor user experience issues like slow site speed. Overall the document provides guidance on optimizing content, technical aspects, and link building to achieve SEO goals in 2021.
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.
7 Ways Not to Fail at International SEOAleyda Solís
The document discusses 7 common ways to fail at international SEO. These include launching in too many non-profitable markets, choosing the wrong international targeting for your business, not localizing international content, incorrectly setting hreflang annotations, choosing the wrong web structure for international markets, redirecting users automatically based on IP, and only relying on hreflang annotations to geolocate. The author provides tips to avoid each of these pitfalls and succeed with international SEO.
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
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.
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.
Cómo Diagnosticar y Recuperar de una Caída de Tráfico SEO #SEOndergroundAleyda Solís
Este documento describe cómo diagnosticar y recuperarse de una caída en el tráfico orgánico de SEO. Explica que la mayoría de las caídas son causadas por actualizaciones de Google u errores de implementación, y proporciona una guía paso a paso para identificar la causa específica y tomar las medidas correctivas adecuadas, como optimizar el contenido, corregir errores técnicos o crear nuevo contenido relevante. También enfatiza la importancia de establecer un marco de trabajo de SEO saludable con monitoreo y validación contin
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 Internacional: Acciones a Priorizar y Errores a Evitar #3HorasDeSEOAleyda Solís
El documento habla sobre estrategias de SEO internacional. Recomienda priorizar unos pocos mercados internacionales en lugar de todos a la vez, basándose en el tráfico actual, potencial y objetivos. También recomienda elegir la estructura web apropiada para cada mercado considerando factores como geolocalización, competencia y escalabilidad. Además, advierte evitar posicionar páginas en mercados no relevantes y usar redirecciones automáticas basadas en la ubicación IP.
CampusEdge offers a comprehensive suite of tools including financial management, human resources, student information, and more. It promotes streamlined processes and data integration.
Enhanced efficiency and productivity through automation, data centralization, and real-time insights. Improved decision-making based on accurate data and analytics.
Allows for seamless scalability to adapt to the changing needs of educational institutions. Enables consolidation of various functions into a single platform.
Initial planning and assessment of requirements. Configuration and customization of the software to fit the institution's unique structure and processes.
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CIIM (Chandigarh Institute of Internet Marketing) – ISO:9001 Certified & Google Partner Digital Marketing institute in Chandigarh — was founded by Surjeet Thakur in the year 2010. We specialize in training aspirants in various digital marketing domains such as Google Ads, PPC, SEO, SMM, SEM, Video Marketing, Amazon Marketing etc.
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.
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Importance of SEO to support holistic marketing strategies and the rise of n...JessicaRedman5
A presentation for the Digital Marketing World Forum by Jessica Redman and Andrew Fox.
Discussing how SEO supports across numerous marketing channels and how user search behaviour is changing.
Discover how to optimise social media posts for discoverability and learn about Topical Domination.
Join us for an inspiring session where we delve into the transformative power of Artificial Intelligence (AI) and Extended Reality (XR) in digital marketing. In today's rapidly evolving landscape, staying ahead requires more than just awareness—it demands proactive engagement and strategic implementation. Leslie Marshall, CMO, Mesmerise Group, will share insights into how emerging technologies like AI and spatial computing are fueling the next generation of marketing. Leslie's journey exemplifies how embracing new technologies can empower marketers to better understand and attract the right customers, ultimately supporting exceptional experiences. In this session, Leslie will highlight how marketers can adopt an explorer's mindset, encouraging them to ask probing questions and navigate through the intricacies of new tech fearlessly. Leslie believes that curiosity is not only a tool for understanding emerging technologies but also a driver for long-term success and innovation in any marketing career. Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer. The future of digital marketing awaits—are you ready to seize it?
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Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer.
Digital marketing metrics every one must know in 2024Digital Scape
The "Digital Marketing Metrics" PDF by Digital Scape provides a detailed guide to essential metrics used in digital marketing. It explains the importance of metrics in tracking and optimizing marketing efforts, offering definitions, formulas, and examples for each metric. The document covers metrics such as Return on Ad Spend (ROAS), Customer Lifetime Value (CLV), Cost of Acquisition (COA), Click Through Rate (CTR), Conversion Rate (CVR), Cost Per Sale (CPS), Bounce Rate, and Lead Conversion Rate (LCR). The aim is to equip marketers with the knowledge needed to make data-driven decisions and enhance campaign performance.
Learn what is metrics, difference in metrics, different types of metrics and calculation.
PHP (Hypertext Preprocessor) is a widely-used open-source scripting language that is particularly suited for web development and can be embedded into HTML. It is primarily used for server-side scripting but can also be used as a general-purpose programming language. PHP is renowned for its simplicity, flexibility, and ease of integration with various databases and web servers, making it one of the most popular languages for building dynamic websites and web applications.led by Mr. Hirdesh Bharadwaj, is an ideal choice for summer training in PHP in Delhi. With Mr. Bharadwaj's extensive 15 years of experience in the field, Webs Jyoti offers top-notch training in PHP development.
One notable aspect of Webs Jyoti is its unique approach. It's not just a training institute but also functions as a development agency. This means that students not only receive theoretical knowledge but also gain practical experience by working on real-world projects.Ducat offers comprehensive PHP training with a strong focus on practical implementation and live projects. Their course covers the latest industry standards and trends, ensuring that students are well-prepared for job placements .
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Each of these institutes has its own strengths, so you might choose one based on specific criteria such as course content, faculty experience, or placement records.Webs Jyoti: This institute provides 100% practical classes, study materials written by the founder, and training on 2-3 live projects. They also offer job placement assistance and grooming sessions for job seekers.Webs Jyoti ensures that students receive top-notch education and support to kickstart their careers in coding and software development.One notable aspect of Webs Jyoti is its unique approach. It's not just a training institute but also functions as a development agency. This means that students not only receive theoretical knowledge but also gain practical experience by working on real-world projects. Mr. Bharadwaj's extensive 15 years experien
Curious about what a social media manager really does? Our latest presentation breaks down the key responsibilities and daily tasks of this dynamic role. Want to understand more about this essential position? Read the full deck now!
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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.
Billion Broadcaster's Frame Posters and Horizontal Lift Advertising Screens: ...VikasYadav194549
Billion Broadcaster revolutionizes advertising with its innovative combination of frame posters and horizontal lift advertising screens. The frame posters, strategically placed for maximum visibility, offer a timeless and elegant medium for brand messaging.
Account Based Marketing best practices. Learn the ins and outs of successful ABM, demand generation, and B2B digital performance marketing in a post-COVID, privacy compliant, hybrid world. ABM is a marketing approach, a philosophy. It is not technology by itself and not all intent data is created equal. In this Master Class, we will go through the key elements to maximize marketing's contribution to sales from pipeline creation to pipeline velocity.
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Top 10 Cases of Amnesia A Journey through Memory Loss.pptxelizabethella096
Amnesia, the loss of memory, is a fascinating and complex condition that has captured the imagination of scientists, storytellers, and the general public alike. It can be triggered by various factors such as brain injury, psychological trauma, or even certain medical conditions. This article delves into ten intriguing cases of amnesia each offering unique insights into the human mind and the fragile nature of memory.
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