PowerPoint Presentation

Portent Webinar SeriesMaking Good SEO ReportsPRESENTATION PREPARED BY: Josh Patrice

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#portentu

making good seo reports2

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Whos this guy?Josh PatriceDirector of SEO, Portent

Over 10 years in the search industryAnalytics, User Experience backgroundAgency experiencePassion for SEO Reports3

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The Basics

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the basicsSEO Reports Today5

Screenshots of GAScreenshots of MozGA or Moz in your own format or graphicsPie Charts, Pie Charts, Pie Charts

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the basicsSEO Reports Today6

Screenshots of GAScreenshots of MozGA or Moz in your own format or graphicsPie Charts, Pie Charts, Pie Charts

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the basics7Its a rip-offYoure not providing anything to your clients they cant get for free

Basic dataSo they got 40 more visits this month

No insightsDid you do something to help cause that?

So what?If you see a data puke then you know you are looking at the result of web reporting, even if it is called a dashboard. Avinash Kaushik

Why it Isnt Workinghttp://www.kaushik.net/avinash/difference-web-reporting-web-analysis/

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the basicsWhat to Focus OnKPIsThe work youve doneAncillary metricsPrioritization8

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the basicsThe Toolset9Analytics platformExceland

YOU!

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What to Focus On

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what to focus on11KPIs & GoalsKey Performance Indicators should be based on client goals and organic searchs ability to deliver.

Goals should be used to monitor progress.Good KPIsOrganic Unique VisitorsOrganic RevenueOrganic Conversion Rate

Good Goals% Growth% Improvement YOY

Bad KPIsTrafficConversionsPage views

Bad GoalsRandom NumberMonthly Conversions

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what to focus onThe Work Youve Done12Did you optimize an entire category for your client last month?Fix a canonical issue?Unblock an entire section of their site?Redo title tags across the entire site?Move the blog from a subdomain to a subfolder?Use a CDN to deliver images and other media?

Let your client know, and show the impact.

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what to focus onHow?13Did you optimize an entire category for your client last month?Group that category in analytics and show the resulting traffic/revenue/unique visitors/etc. since the changes.

Fix a canonical issue?Track the sites domain authority or ranking.

Unblock an entire section of their site?Use Webmaster Tools to show # of pages crawled and analytics to show resulting traffic.

Redo title tags across the entire site?Show traffic, page views, bounce rate improvements.

Move the blog from a subdomain to a subfolder?Show traffic, page views, bounce rate improvements.

Use a CDN to deliver images and other media?Page load times from before and after.

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what to focus onAncillary Metrics14KPIs are your primary goal. Other metrics are nice too

Bounce RateAverage PositionTime on SitePages Viewed per VisitConversions per Visit

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what to focus onWhy?15Other metrics help tell an important story

Bounce Rate How many users fail to find what they need? Average Position Where does your site rank? For what keywords?Time on Site Are your users interacting with the content?Pages Viewed per Visit Can users find what theyre looking for? Do they like your content?Conversions per Visit Is your site working for you?

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what to focus onPrioritization16Wrap up your data and summary of work with a list of priorities.

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Know Your Audience

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know your audienceVisuals? Bullets?18

Everyone processes information differently; while some folks like to have a prose-like narrative,

Others like bullets.

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know your audienceCEO19

BusyTravelerInterested in the Bottom LineReport StyleReadable on small screen phone or tabletBulleted narrative analysisGoals orientedStripped of excessLots of visuals

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know your audienceCMO20

Goals OrientedBrand FocusedROIReport StyleKPI focusedSimple strategy & insightsAdditional metrics to demonstrate growth and valueVisuals and bullets

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know your audienceOnline Manager21

Your contactInterested in the detailsNeeds the whole pictureWants the report to tell a storyReport StyleStandard ReportEasily Scanned NarrativeGoals OrientedKPIsVisuals, bullets, prose, the works

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Getting the Data

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getting the data

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Traffic & Unique Organic Visitors

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getting the data24

Conversions & Ecommerce

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getting the data25

Landing Pages

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getting the data26

Year Over Year Comparisons

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Putting it Together

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putting it together28Gather Your DataCompile all your data into one Excel spreadsheet

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putting it together29VisualizationFigure out your storyVisualize how your data helps tell that storyBuild out graphs, charts, etc. that helps to tell your story.

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putting it together30AnalysisDig deeper into the storyProvide comparison to competition, standards, etc.Help answer why?

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putting it together31InsightWhat happened to lead to these gains?What can you forecast?If we change X, what will the outcome be?What are your goals from the changes you wish to make?

If you see words in English outlining actions that need to be taken, and you see relevant supporting data, then you are looking at the result of web data analysis. Avinash Kaushikhttp://www.kaushik.net/avinash/difference-web-reporting-web-analysis/

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The Report

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the reportCEO Version33

Year over year data comparisonTrafficRevenue

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the reportCMO Version34

Month over month data comparisonKPIs

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the reportOnline Manager Version35

ConversionsUnique VisitorsRankingLanding PagesShare of Voice

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Questions?

Thank you!#portentu

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