Reporting! Reporting! Reporting!
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Transcript of Reporting! Reporting! Reporting!
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REPORTING!REPORTING!REPORTING!
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I KNOW WHAT YOU’RE THINKING…
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DATA DOESN’T HAVE ANY RELATIVES.
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DATA DOESN’T HAVE A BEARD.
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DATA DOESN’T HAVE EMOTIONS.
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IT’S JUST A BIT. LET’S ROLL WITH IT.
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10
“HI, I’M KERRY DEAN.”
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You might remember me from such conference sessions as “The Best SEO Advice You Will Never Hear” at State of Search 2014.
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Or perhaps you remember me from such Instagram hits (@fortworth) as “Throwing a Scorpion into a Spider Web.”
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Or perhaps you know me from the mega-popular Twitter episode: “How to Lose Credibility AND Followers by Live-Tweeting the Royal Rumble” (@kerrydean).
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Actually, unlike Jack Hartounian,I prefer to keep a low profile.
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THESE ARE MY JAMS:
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BUT MOST OF ALL, HE LOVES..
SAN DIMAS!
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MY SEO EXPERIENCE IS PRIMARILY IN RETAIL & TRAVEL.
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ONE QUICK NOTE ABOUT SEO IN 2015:
IT’S NEVER THE SAME FROM BRAND TO BRAND, SITE TO SITE, PLATFORM TO PLATFORM, OR
INDUSTRY TO INDUSTRY.
EVERY SITE REQUIRES A UNIQUE STRATEGY.
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ENOUGH ABOUT ME.
LET’S TALK ABOUT SEO REPORTING.
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“The only true wisdom consists in knowing that you know nothing.” - @Socrates
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WITH THE UTMOST RESPECT TO SOCRATES, I BEG TO DIFFER.
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“Data is the new currency and is a medium of exchange of value between marketers and consumers.”
Lisa Utzschneider (@Lisa_Utz)Chief Revenue OfficerYahooNov. 10, 2015
When it comes to audience targeting, she said, data can confirm marketers' assumptions about consumers or it can surprise marketers about consumers. http://focustaiwan.tw/news/ast/201511100021.aspx
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DO YOU SEE HOW BADASS THAT BIRD IS?
THAT’S HOW BADASS YOU CAN BE IF YOU CAN TELL
A STORY WITH DATA.
#BirdsWithArms
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MRW I get access to a client’s analytics data & platforms.
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Data gives you power, but don’t be a jerk about it.
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SO WAIT…
THE MORE DATA I HAVE, THE MORE POWERFUL I BECOME?
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I DON’T THINK SO,
TIM.
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BIG DATA ISN’T COOL…YOU KNOW WHAT’S COOL?
#SMALLDATA
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“CLIENTS WANT THE STORY, NOT THE DATA.” – KERRY DEAN, SMX East 2012
HEY, HE’S QUOTING HIMSELF. HE CAN’T DO THAT.
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#SMALLDATA OFTEN MAKES IT EASIER TO FIND THE STORY THAT NEEDS TO BE TOLD.
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LET’S TAKE A LOOK AT TRADITIONAL SEO REPORTING.
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CHANNEL REPORTING
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• SESSIONS DATA: VISITS, VISITORS, NEW VISITS, UNIQUE VISITORS, ETC…
• REVENUE DATA: REVENUE, TRANSACTIONS (ORDERS), QUANITITY (UNITS)
• ECOMMERCE DATA: AOV, REV. PER VISIT, REV. PER UNIT
• USER/UX DATA: CONVERSION RATE, BOUNCE RATE, TIME ON SITE, DWELL TIME
• EVENTS DATA: FORM SUBMISSIONS, SIGNUPS, VIDEO PLAYS, SCROLLING
• URL DATA: # OF URLS DRIVING VISITS (DISCOVERY), REVENUE, CONVERSION
• RANKINGS DATA: DESKTOP RANKINGS, MOBILE RANKINGS
STANDARD KPIs FOR ORGANIC SEARCH REPORTING
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BASIC ORGANIC SEARCH SESSIONS DATA
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SEO IS NOT AN ISLAND.
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SEO IS PART OF AN ECOSYSTEM.
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ADDING IN TOTAL SITE DATA FOR TREND COMPARISON
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ORGANIC SESSIONS AS A % OF TOTAL SITE SESSIONS
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LOOK AT THE % CONTRIBUTION OF ALL CHANNELS.
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OFTEN A CLOSE RELATIONSHIP BETWEEN PPC & SEO
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WE HAVE ALWAYS VIEWED KPIs BY ENGINE.
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ORGANIC SESSIONS BY SEARCH ENGINE
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MONITORING TRENDS BY
ENGINE
MONITORING % CONTRIBUTION
BY ENGINE
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ORGANIC DATA DASHBOARD BY SEARCH ENGINE
Who’s visiting?
Who’s spending?
Who’s converting?
And how much?
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AFTER ALL THAT DATA, THE CLIENT WILL ASK:
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DEVICE REPORTING
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ORGANIC SEARCH SESSIONS BY DEVICE TYPE
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ORGANIC SEARCH SESSIONS BY DEVICE TYPE (TREND)
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ORGANIC SEARCH % CONTRIBUTION BY DEVICE TYPE
SEEING THIS TREND ACROSS MULTIPLE CLIENTS
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UX DATA BY DEVICE TYPE CAN OFTEN BE A CLUE
because these things matter to the machine learning algos.
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WHAT IS CAUSING ORGANIC MOBILE SESSIONS TO DROP SO QUICKLY?
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1. LOCAL PACK MOVES ABOVE ORGANIC RESULTSMay-2015 Nov-2015
PAID
LOCAL
ORGANIC
query: motel 6 austin
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MOBILE SERPS MAKE ME FEEL LIKE ARIELNov-2015
Up where they walk, up where they runUp where they stay all day in the sunWanderin' free - wish I could bePart of that world
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ARIEL NEEDS A NEW SEO-THEMED HASHTAG
#UnderTheSea #BelowTheFold
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RECENT HEADLINE
“As far as SEO is, my view on that is it’s more of a desktop thought because as the devices get smaller and smaller and smaller, the number of choices from an SEO perspective on mobile decline dramatically. And so I believe it is a paid world. Google is an advertising engine and they drive paid traffic to advertisers. And I think that’s going to continue for quite some time. We will do our best to play in that environment.”
- Paul Hennessy, CEO, Priceline.com
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AGREE TO DISAGREE
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SEO ISN’T DEAD. IT’S MORE LIKE THIS:
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2. MORE PAID ADS & MORE PAID SITELINKS
PAID:2 adsNo sitelinks
ORGANIC
PAID:3 ads2 rows of sitelinks
ORGANIC
May-2015 Nov-2015query: running shoes
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ANOTHER EXAMPLE
ORGANIC
ORGANIC
PAID2 ads4 rows of sitelinks
query: j crew sweatersMay-2015 Nov-2015
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3. INCREASED PLA REAL ESTATE
PAID:2 adsNo PLAs
ORGANIC
PAID:PLA Carousel1 Ad4 Sitelinks
ORGANIC
query: wireless speakers
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THESE CHANGES TO THE SEARCH LAYOUTS & AD FORMATS HAVE CAUSED A SIGNIFICANT SHIFT IN BRAND & NON-BRAND SESSIONS
FROM ORGANIC LISTINGS TO PAID LISTINGS.
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“ALL RIGHT, WE’LL CALL IT A DRAW.”
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GOOGLE MAY NOT BE A MONOPOLY, BUT…
THEY ARE PLAYING MONOPOLY WITH THE REAL ESTATE IN THE
SERPS.
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THE DESKTOP SERPS WERE *SO* MUCH EASIER IN 2001.
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WHEN I TALK ABOUT THE PAST, I FEEL LIKE AN OLD MAN.
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THE REALITY IS:
GOOGLE SOLD ALL THE REAL ESTATE.
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KEY TAKEAWAY:
IF YOU ARE SEEING YEAR-OVER-YEAR GROWTH IN BRAND AND/OR NON-BRAND ORGANIC SESSIONS, YOU ARE FRIGGIN’ AWESOME.
#BelowTheFold
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#BelowTheFold
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Here’s Google ranking
themselves #1 for flights
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“If you’re a 3rd party aggregating site and/or comparison shopping, you’re in a dying model. Google has been cannibalizing those because Google wants to be that 3rd party aggregator. You need to adjust your business model because it’s just going to keep going: travel, education, comparison shopping, it goes on…”
- @GregBoserSMX Advanced 2012
WE WERE WARNED.
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ANNNNNNDDDD – WE HAVE DERAILED.
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LET’S GET THIS TRAIN BACK ON THE TRACKS.
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URL-LEVEL REPORTING
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80
Traditional SEO
Technical SEO
Mobile / AppSEO
LocalSEO
Digital Asset Management
International SEO
Digital Content
UX + IA + CRO
SEO IS BIG – AND GETTING EVEN BIGGER!
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ALL REPORTING MUST ALIGN WITH A STRATEGY AND/OR A PROJECT.
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OR ELSE YOU RUN THE RISK OF WASTING YOUR TIME REPORTING ON KPIs THAT DON’T
MATTER TO THE STRATEGY AND/OR PROJECT.
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CASE STUDY: ORGANIC SESSIONS GROWTH
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For the first 9 weeks of FY’16, we are averaging 25% growth vs FY’15. That is an additional 20,000+ visits each week from organic search – for
a total of 185k additional organic search visits in FY’16.
ORGANIC SESSIONS BY WEEK (YoY)
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Non-Brand rankings grew steadily during the past 12 months. This trend aligns with the growth we are seeing in organic traffic and revenue. There are 780 additional keywords – an 84% increase – ranking on Page 1 in Google. Page 2 saw 43% growth.
GOOGLE RANKINGS (15-MONTH TREND)
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First 9 weeks of FY’15. First 9 weeks of FY’16.
4 MAIN BUCKETS:1. HomePage2. Category Pages3. Product Pages4. All Other Pages
ORGANIC SESSIONS BY URL GROUPS
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SEO STRATEGIES GENERALLY AIM TO DRIVE MORE ORGANIC SESSIONS TO
PRODUCT AND CATEGORY PAGES.
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ORGANIC SESSIONS GROWTH TO HOMEPAGE
HOMEPAGE SAW 7% GROWTH YOY.
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Category Pages: +7,597 visits/wk Product Pages: +7,250 visits/wk All Other Pages: +3,190 visits/wk
Category Pages & Product Pages are accounting for 72% of YoY growth.
ORGANIC SESSIONS GROWTH TO 3 URL GROUPS
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CASE STUDY: ORGANIC SESSIONS DECLINES
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INTERESTING/TERRIBLE TREND GOING ON
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HOW ABOUT THE ENGINE DATA?
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A
B
C
D
LOOKED AT THE GOOGLE RANKINGS DATA
4 MAJOR DROPS
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PAGE 1 RANKINGS DECLINING SINCE MAY
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PAGE 2 RANKINGS DECLINING SINCE MAY
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FINAL THOUGHTS
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• Establish the metrics & KPIs that matter - before you create strategies.
• If it can be measured, measure it.
• If a tracked KPI is not needed for reporting on any of the established goals, remove it from the standard reporting.
• Use any & every data source to help tell the story that needs to be told.
• Monthly reports are valuable to diagnose success, failure & issues.
• Many strategies need their own custom reporting to measure success.
• Be open to incorporating new KPIs into reporting as the search industry changes (ex. bounce rate, time on site, sitespeed, engagement metrics, etc…).
HAVE A DATA PHILOSOPHY
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SOON ENOUGH, GOOGLE WILL USE MACHINES TO
DO EVERYTHING.
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• Is your site crawlable & indexable?
• Does your store locator work? Is the store information accurate?
• Do your products and categories have optimized names, descriptions and images?
• Are your XML sitemaps accurate and fresh?
• Do you have a steady stream of new content being published on your site?
• Is it easy for a visitor to find what they are looking for on your site?
• Is it simple to buy complete a purchase on your site?
• Are there any friction points for desktop / mobile / tablet users?
BUT FOR NOW, HAVE THE BASICS NAILED DOWN.
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CHEERS!