Sustain & Retain: the SEO reporting how-to

SEO reporting 101 from a sales perspective.

How to retain clients and maintain sustainable client relationships by offering a unique reporting experience.

Applicable to both agency and in-house projects.

Transcript

1. Sustain & retain: the SEO reporting how-to Tamara Novitović https://www.linkedin.com/in/tamara-novitovic/ Speakerdeck.com/tamaranovitovic
2. #brightonSEO What is an SEO report?
3. #brightonSEO Performance overview
4. #brightonSEO Stakeholder communication
5. #brightonSEO No reporting = No value communicated = No client retention
6. #brightonSEO
7. #brightonSEO Why is it important?
8. Sales Strategy Reports Retention
9. Consultation & Purchase Implementation Analysis & Reporting Project Expansion
10. #brightonSEO Quick checklist: DOs & DON’Ts
11. #brightonSEO DOs
12. #brightonSEO DOs Set specific goals
13. #brightonSEO DOs Set specific goals Less is more
14. #brightonSEO DOs Set specific goals Less is more Be consistent
15. #brightonSEO DOs Set specific goals Less is more Be consistent Progress timeline
16. #brightonSEO DOs Set specific goals Less is more Be consistent Progress timeline Customization
17. #brightonSEO DON'Ts
18. #brightonSEO DON'Ts Underestimate
19. #brightonSEO DON'Ts Overuse SEO jargon Underestimate
20. #brightonSEO DON'Ts Overuse SEO jargon Underestimate Use vanity metrics
21. #brightonSEO DON'Ts Ignore fails Overuse SEO jargon Underestimate Use vanity metrics
22. #brightonSEO DON'Ts Set unrealistic goals Ignore fails Overuse SEO jargon Underestimate Use vanity metrics
23. #brightonSEO POV: In-house vs Agency
24. #brightonSEO
25. On-page, Technical In-house
26. Content, Off-page Agency
27. Agency Hybrid In-house Content, Off-page Agency On-page, Technical In-house Hybrid approach
28. #brightonSEO Who are my clients?
29. #brightonSEO Client personas Hands-off Skeptical Data-driven
30. #brightonSEO What do they need from me?
31. #brightonSEO
32. #brightonSEO 27.5 % Traffic ROI 27% 15% 18% Leads Conversions
33. #brightonSEO
34. #brightonSEO
35. #brightonSEO
36. #brightonSEO S.U.S.T.A.I.N.
37. #brightonSEO Strategic alignment Report in line with the client's business objectives and marketing strategy.
38. #brightonSEO Understandable data Present SEO data: • clearly • concisely • visually engaging
39. #brightonSEO Sustained value Demonstrate and emphasize sustained growth (and ROI).
40. #brightonSEO Tailored approach One size does not fit all.
41. #brightonSEO Adaptability Identify unexpected changes and adapt reports accordingly.
42. #brightonSEO Insights, not just metrics Conduct in-depth analysis and go beyond surface-level data.
43. #brightonSEO Neatly delivery Be efficient and maintain engagement.
44. #brightonSEO R.E.T.A.I.N.
45. #brightonSEO Reduce client churn Convert reports into action to prevent misunderstandings and potential losses.
46. #brightonSEO Educate & support Schedule reporting calls to explain and chat about latest core updates.
47. #brightonSEO Transparency all the way By showing transparent results, clients will be more likely to stick around.
48. #brightonSEO Address concerns Turn negatives into opportunities for improvement.
49. #brightonSEO Investigate beyond Audit for issues outside of initial strategy and offer help.
50. #brightonSEO Nurture the relationship Clients appreciate the attention.
51. #brightonSEO Client reactivation
52. #brightonSEO 82% success in Q1 2024
53. #brightonSEO New-biz & long-term commitment
54. #brightonSEO Reporting as a USP
55. #brightonSEO So… where to start?
56. #brightonSEO The anatomy of a report Summary Data & charts Walkthrough Next steps
57. #brightonSEO
58. #brightonSEO
59. #brightonSEO
60. #brightonSEO
61. #brightonSEO
62. #brightonSEO Reporting frequency 8% quarterly 58% monthly 9% bi-weekly 15% weekly
63. #brightonSEO And how to finish?
64. #brightonSEO To bill or not to bill?
65. #brightonSEO Reports billing 48% don’t charge
66. #brightonSEO Reports billing 48% have a scalable fee
67. #brightonSEO Reports billing 4% charge a flat fee
68. #brightonSEO But don’t forget to…
69. #brightonSEO Thank you! 💗 +381695835384 app.bazoom.com tn@bazoom.com