SEO: What Stops you from Growing - Stephan Reis, Rocket Internet
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⚡️ SEO NIGHT W/ ROCKET INTERNET ⚡️ SEO can be quite daunting. There are many variables that have to be taken into consideration: the structuring of the platform, the proper usage of keywords, adequate content creation …... WHAT STOPS YOU FROM GROWING w/ Stephan Reiss It’s not Google, it’s you - How bad data interpretation, missing ownership, and wrong communication are blocking your SEO success. ⌾ Stephan Reiss is VP Marketing at Rocket Internet SE and freelance SEO consultant. With over 15 years of experience in online marketing and public relations, he is laying out the SEO strategies for Rocket's ventures. Stephan is also coaching the founders and supporting SEO Heads to build a sustainable in-house force that is able to communicate and work across channels and departments.
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SEO: What Stops you from Growing - Stephan Reis, Rocket Internet
- 1. What Stops You From Growing It’s not Google, it’s you. How bad data interpretation, lack of ownership and missing workflows are blocking your SEO success Stephan Reiss, VP Marketing Rocket Internet SE
- 3. Index 01 Wrong Data Interpretation 02 Ownership & Workflow 03 Summary
- 4. 1. Wrong Data Interpretation 4 Market & Competitor Research Using Similarweb
- 5. 1. Wrong Data Interpretation 5 Using SEO tools to understand visibility
- 6. 1. Wrong Data Interpretation 5 Using SEO tools to understand visibility
- 7. 1. Wrong Data Interpretation 5 Using SEO tools to understand visibility
- 8. 1. Wrong Data Interpretation 6 Google Trends
- 9. 1. Wrong Data Interpretation 6 Google Trends
- 10. 1. Wrong Data Interpretation 6 Google Trends Sources: http://tom.alby.de/5-gruende-warum-du-google-trends-falsch-verstehst/ https://medium.com/@dannypage/stop-using-google-trends-a5014dd32588#.kygpnq7gu
- 11. 1. Wrong Data Interpretation 7 Build and archive your own data
- 12. 1. Wrong Data Interpretation 8 Still judging channel performance via last click attribution
- 13. 1. Wrong Data Interpretation 9
- 14. 1. Wrong Data Interpretation 9 SEO performance has to justify its „last click“ results while many touchpoints exist
- 15. 1. Wrong Data Interpretation 9 SEO performance has to justify its „last click“ results while many touchpoints exist And many goals/micro conversions can be utilized to understand value/function of channel/traffic
- 16. 2. Ownership & Workflow 10
- 17. 2. Ownership & Workflow 11
- 18. 2. Ownership & Workflow 12
- 19. 2. Ownership & Workflow 13
- 20. 2. Ownership & Workflow 13 Who influences the SEO Performance?
- 21. 2. Ownership & Workflow 13 Who influences the SEO Performance? • You
- 22. 2. Ownership & Workflow 13 Who influences the SEO Performance? • You • Users
- 23. 2. Ownership & Workflow 13 Who influences the SEO Performance? • You • Users • Competitors (well, the whole internet)
- 24. 2. Ownership & Workflow 13 Who influences the SEO Performance? • You • Users • Competitors (well, the whole internet) • Search Engines
- 25. 2. Ownership & Workflow 13 Who influences the SEO Performance? • You • Users • Competitors (well, the whole internet) • Search Engines • Data Provider => Influence How You Perceive Your SEO Performance
- 26. 2. Ownership & Workflow 14
- 27. 2. Ownership & Workflow 15
- 28. 2. Ownership & Workflow 15
- 29. 2. Ownership & Workflow 15 Sources https://www.seoreseller.com/blog/organic-traffic-increased-300-percent-in-6-months https://medium.com/analytics-for-humans/a-beginners-guide-to-cohort-analysis-the-most-actionable-and-underrated-report-on- google-c0797d826bf4
- 30. 2. Ownership & Workflow 16
- 31. 2. Ownership & Workflow 16 - Own tracking: Communicated and provide context (Google Analytics Annotations)
- 32. 2. Ownership & Workflow 16 - Own tracking: Communicated and provide context (Google Analytics Annotations) - User behavior: Check year over year, direct, and adwords traffic
- 33. 2. Ownership & Workflow 16 - Own tracking: Communicated and provide context (Google Analytics Annotations) - User behavior: Check year over year, direct, and adwords traffic - Identify loss by separating offer types (SEO Landing Pages)
- 34. 2. Ownership & Workflow 16 - Own tracking: Communicated and provide context (Google Analytics Annotations) - User behavior: Check year over year, direct, and adwords traffic - Identify loss by separating offer types (SEO Landing Pages) => Create Automated Dashboards + Alerts for all Channels<=
- 35. 2. Ownership & Workflow 16 - Own tracking: Communicated and provide context (Google Analytics Annotations) - User behavior: Check year over year, direct, and adwords traffic - Identify loss by separating offer types (SEO Landing Pages) => Create Automated Dashboards + Alerts for all Channels<= - Onpage Check=> automate this, too (www.testomato.com)
- 36. 2. Ownership & Workflow 16 - Own tracking: Communicated and provide context (Google Analytics Annotations) - User behavior: Check year over year, direct, and adwords traffic - Identify loss by separating offer types (SEO Landing Pages) => Create Automated Dashboards + Alerts for all Channels<= - Onpage Check=> automate this, too (www.testomato.com) - Check SERPS
- 37. 2. Ownership & Workflow 16 - Own tracking: Communicated and provide context (Google Analytics Annotations) - User behavior: Check year over year, direct, and adwords traffic - Identify loss by separating offer types (SEO Landing Pages) => Create Automated Dashboards + Alerts for all Channels<= - Onpage Check=> automate this, too (www.testomato.com) - Check SERPS - Check SEO Tools
- 38. 2. Ownership & Workflow 16 - Own tracking: Communicated and provide context (Google Analytics Annotations) - User behavior: Check year over year, direct, and adwords traffic - Identify loss by separating offer types (SEO Landing Pages) => Create Automated Dashboards + Alerts for all Channels<= - Onpage Check=> automate this, too (www.testomato.com) - Check SERPS - Check SEO Tools 99.99% of the time it is not a Google update so know when to stop reading these articles.
- 39. 3. Summary 17
- 40. 3. Summary 17 - Rely on your own data: Build your own data. Archive the knowledge and make it available to all relevant parties.
- 41. 3. Summary 17 - Rely on your own data: Build your own data. Archive the knowledge and make it available to all relevant parties. - (Don’t follow new SEO KPIs of the Industry)
- 42. 3. Summary 17 - Rely on your own data: Build your own data. Archive the knowledge and make it available to all relevant parties. - (Don’t follow new SEO KPIs of the Industry) - Inform departments about success they contributed to
- 43. 3. Summary 17 - Rely on your own data: Build your own data. Archive the knowledge and make it available to all relevant parties. - (Don’t follow new SEO KPIs of the Industry) - Inform departments about success they contributed to - Automate: Create automated checks and alerts to be able to move forward
- 44. 3. Summary 17 - Rely on your own data: Build your own data. Archive the knowledge and make it available to all relevant parties. - (Don’t follow new SEO KPIs of the Industry) - Inform departments about success they contributed to - Automate: Create automated checks and alerts to be able to move forward - Execute: Build reliable structures and find dedicated owners
- 45. © 2018 Rocket Internet SE. All rights reserved.