Cómo Crear  Informes SEO de Éxito

#InformesSEO por @aleyda de @orainti
CÓMO CREAR
 
INFORMES SEO
 
DE ÉXITO

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Seguramente no
te convertiste en
SEO por el amor
a los informes…

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La creación de
informes es de
las actividades
menos favoritas
de los SEOs
https://twitter.com/aleyda/status/1492098492298403840

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https://seomba.substack.com/p/your-boss-cares-about-reporting-more
Pero es como
los tomadores
de decisiones
valoran el
proceso SEO

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La efectividad de
tus informes SEO
puede ser la
diferencia entre
ser destituida, u
obtener recursos

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Pero muchos
informes SEO
son
compilaciones
de dashboards
generados de
forma
automática

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41% de los
SEOs
preguntados
dijo usar solo
Dashboards
para sus
informes

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Algunos datos de tus dashboards serán
incluidos, pero no reemplazan informes
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.

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Usar solamente dashboards SEO sin
personalización, es contraproducente
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

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Y aunque
algunos SEOs
añaden
métricas de
negocios a
informes…

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Y también
añaden
comentarios

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Los dashboards SEO (aún personalizados)
no alcanzan los objetivos de los informes
COMUNICAR
RESULTADOS
EXPLICAR
CAUSA DE
RESULTADOS
GENERAR
ACCIÓN PARA
ALCANZAR
OBJETIVOS
SOLO ESTE PARCIALMENTE

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Especialmente
cuando muchos
de los SEOs no
presentan sus
propios informes

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Los informes SEO deben comunicar la
evolución hacia los objetivos…
3. CÓMO
2. POR QUÉ
1. QUÉ
CÓMO SE VAN A
ALCANZAR LOS
OBJETIVOS
QUÉ HA SIDO
ALCANZADO VS LO
ESPERADO
POR QUÉ ES ESTE
EL RESULTADO
HASTA AHORA

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… Explicar el por qué la evolución
 
es la que es vs la que se esperaba
2. POR QUÉ
QUÉ HA SIDO
ALCANZADO VS LO
ESPERADO
POR QUÉ ES ESTE
EL RESULTADO
HASTA AHORA
3. CÓMO
CÓMO SE VAN A
ALCANZAR LOS
OBJETIVOS
1. QUÉ

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Para establecer acciones y solicitar

apoyo para alcanzar los objetivos
3. CÓMO
2. POR QUÉ
CÓMO SE VAN A
ALCANZAR LOS
OBJETIVOS
QUÉ HA SIDO
ALCANZADO VS LO
ESPERADO
POR QUÉ ES ESTE
EL RESULTADO
HASTA AHORA
1. QUÉ

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Si, existen
restricciones de
tiempo y
necesitas hacer
informes
rápidos, pero…

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La generación
de informes
se hace solo
una vez al
mes

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Te mostraré
cómo hacer
informes SEO
exitosos con
algunas
preguntas y
recursos

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COMUNICAR
RESULTADOS
EXPLICAR
CAUSA DE
RESULTADOS
GENERAR
ACCIÓN PARA
ALCANZAR
OBJETIVOS
Vamos a crear informes SEO efectivos
 
que alcancen estos 3 objetivos…

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KPIS RELEVANTES
PRESENTACIÓN DE DATOS
CLARA
NARRACIÓN DE
DATOS
COMUNICAR
RESULTADOS
EXPLICAR
CAUSA DE
RESULTADOS
GENERAR
ACCIÓN PARA
ALCANZAR
OBJETIVOS
Siguiendo 3 principios durante el proceso

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Comienza usando sólo KPIs relevantes

que comuniquen los resultados
KPIS RELEVANTES
CLARA
STORYTELLING
 
DE DATOS
COMUNICAR
RESULTADOS
EXPLICAR
CAUSA DE
RESULTADOS
GENERAR
ACCIÓN PARA
ALCANZAR
OBJETIVOS

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Evita usar
métricas
propietarias
poco confiables
y difíciles de
conectar con
objetivos

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No incluyas a
informes todo lo
que monitorices,
solo KPI conectados
a objetivos SEO que
le interesan a la
audiencia
AL CMO LE INTERESARÁ ESTO
ESTO SOLO CONFUNDIRÁ AL CMO

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En su lugar, tus informes deben de incluir
 
los KPIs de la evolución hacia objetivos
+50% SEO Process ROI in
12 months
GOAL
SEO Process ROI
KPI
Organic Search Revenue
 

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…a ser calculados midiendo las
 
métricas SEO relevantes
+50% SEO Process ROI in
12 months
GOAL
SEO Process ROI
KPI
 
 
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

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CEO/CMO/NON-
TECHNICAL CLIENT
SEO TEAM
HEAD OF SEO
 
/ TECHNICAL CLIENT
Comienza estableciendo la audiencia de
tus informes SEO: ¿A quién informarás?
OTHER AREAS
STAKEHOLDERS

(EG. TECH, UX)
MANAGEMENT/DECISION MAKERS
OPERATIONAL STAKEHOLDERS

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What’s the ROI?

What’s the revenue?

What’s our traffic marketshare?
Cada grupo querrá responder a diferentes
preguntas sobre el proceso SEO
What’s the ROI?

What’s the revenue?


How are we ranking?

Are we gaining backlinks?

Is new content attracting traffic?

How are we ranking?

Are we gaining backlinks?

Is new content attracting traffic?

Are key pages getting indexed?

Are key pages getting crawled?

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

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Pregunta a los stakeholders sobre los
objetivos SEO que deseen dar seguimiento
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
 
YoY
 
marketshare position
 
SEO related Cost

traffic
 
Competitors Organic
search traffic
Analytics

Web Traffic
Tool
Website Level

Per Product
line
Quarterly
Presentation
Deck
 
Conference Call
Head of
SEO
months
 
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
 
crawlability in 6 months
ROI?
 
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
 
YoY
 
 
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
 
SEO related Cost

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.

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CEO
 
CMO
months
 
in 12 months
 
 
revenue?
 
marketshare?
SEO Process ROI YoY
 
YoY
 
 
SEO related Cost

traffic
 
Competitors Organic
search traffic
Analytics

Web Traffic
Tool
Website Level

Per Product
line
Quarterly
Presentation
Deck
 
Conference Call
Head of
SEO
months
 
in 12 months

 
+200% Non-Branded
months

 
+20% Promoted pages
 
 
ROI?
 
revenue?
 

commercial traffic?
 
targeted queries?

backlinks?

pages?
 
SEO Process ROI YoY
 
YoY
 
 
Non-branded
 
YoY
 
Promoted pages
backlinks YoY
 
Key pages indexed 6
months trend
 
Key pages crawled 6
months trend
 
SEO related Cost

traffic
 
Competitors Organic
search traffic

organic traffic
 
 
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
Estos deben ser objetivos SMARTER
conectando esfuerzo SEO con objetivos
SMARTER
Specific
 
[Significant]
Measurable
 
[Meaningful]
Attainable
 
[Action Oriented]
Relevant
 
[Rewarding]
Time-Bound
 
[Trackable]
Evaluated
 
[Ethical]
Reviewed
 
[Rewarding]

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Pueden ser operacionales u orientados a
negocios, dependiendo del stakeholder
CEO
 
CMO
months
 
in 12 months
 
 
revenue?
 
marketshare?
SEO Process ROI YoY
 
YoY
 
 
SEO related Cost

traffic
 
Competitors Organic
search traffic
Analytics

Web Traffic
Tool
Website Level

Per Product
line
Quarterly
Presentation
Deck
 
Conference Call
Head of
SEO
months
 
in 12 months

 
+200% Non-Branded
months

 
+20% Promoted pages
 
 
ROI?
 
revenue?
 

commercial traffic?
 
targeted queries?

backlinks?

pages?
 
SEO Process ROI YoY
 
YoY
 
 
Non-branded
 
YoY
 
Promoted pages
backlinks YoY
 
Key pages indexed 6
months trend
 
Key pages crawled 6
months trend
 
SEO related Cost

traffic
 
Competitors Organic
search traffic

organic traffic
 
 
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

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Acuerda qué preguntas sobre el progreso
de objetivos deben ser contestadas
CEO
 
CMO
months
 
in 12 months
 
 
revenue?
 
marketshare?
SEO Process ROI YoY
 
YoY
 
 
SEO related Cost

traffic
 
Competitors Organic
search traffic
Analytics

Web Traffic
Tool
Website Level

Per Product
line
Quarterly
Presentation
Deck
 
Conference Call
Head of
SEO
months
 
in 12 months

 
+200% Non-Branded
months

 
+20% Promoted pages
 
 
ROI?
 
revenue?
 

commercial traffic?
 
targeted queries?

backlinks?

pages?
 
SEO Process ROI YoY
 
YoY
 
 
Non-branded
 
YoY
 
Promoted pages
backlinks YoY
 
Key pages indexed 6
months trend
 
Key pages crawled 6
months trend
 
SEO related Cost

traffic
 
Competitors Organic
search traffic

organic traffic
 
 
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.

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Una vez que tengas las preguntas será
 
más fácil establecer los KPIs a incluir
CEO
 
CMO
months
 
in 12 months
 
 
revenue?
 
marketshare?
SEO Process ROI YoY
 
YoY
 
 
SEO related Cost

traffic
 
Competitors Organic
search traffic
Analytics

Web Traffic
Tool
Website Level

Per Product
line
Quarterly
Presentation
Deck
 
Conference Call
Head of
SEO
months
 
in 12 months

 
+200% Non-Branded
months

 
+20% Promoted pages
 
 
ROI?
 
revenue?
 

commercial traffic?
 
targeted queries?

backlinks?

pages?
 
SEO Process ROI YoY
 
YoY
 
 
Non-branded
 
YoY
 
Promoted pages
backlinks YoY
 
Key pages indexed 6
months trend
 
Key pages crawled 6
months trend
 
SEO related Cost

traffic
 
Competitors Organic
search traffic

organic traffic
 
 
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.

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Así como las métricas a obtener y
 
medir para calcular los KPIs
CEO
 
CMO
months
 
in 12 months
 
 
revenue?
 
marketshare?
SEO Process ROI YoY
 
YoY
 
 
SEO related Cost

traffic
 
Competitors Organic
search traffic
Analytics

Web Traffic
Tool
Website Level

Per Product
line
Quarterly
Presentation
Deck
 
Conference Call
Head of
SEO
months
 
in 12 months

 
+200% Non-Branded
months

 
+20% Promoted pages
 
 
ROI?
 
revenue?
 

commercial traffic?
 
targeted queries?

backlinks?

pages?
 
SEO Process ROI YoY
 
YoY
 
 
Non-branded
 
YoY
 
Promoted pages
backlinks YoY
 
Key pages indexed 6
months trend
 
Key pages crawled 6
months trend
 
SEO related Cost

traffic
 
Competitors Organic
search traffic

organic traffic
 
 
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!

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Asegúrate que las fuentes de las métricas
sean confiables y los stakeholders confíen
CEO
 
CMO
months
 
in 12 months
 
 
revenue?
 
marketshare?
SEO Process ROI YoY
 
YoY
 
 
SEO related Cost

traffic
 
Competitors Organic
search traffic
Analytics

Web Traffic
Tool
Website Level

Per Product
line
Quarterly
Presentation
Deck
 
Conference Call
Head of
SEO
months
 
in 12 months

 
+200% Non-Branded
months

 
+20% Promoted pages
 
 
ROI?
 
revenue?
 

commercial traffic?
 
targeted queries?

backlinks?

pages?
 
SEO Process ROI YoY
 
YoY
 
 
Non-branded
 
YoY
 
Promoted pages
backlinks YoY
 
Key pages indexed 6
months trend
 
Key pages crawled 6
months trend
 
SEO related Cost

traffic
 
Competitors Organic
search traffic

organic traffic
 
 
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

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¿Es difícil garantizar la exactitud de
algunos KPI? ¡Asegura la precisión!
CEO
 
CMO
months
 
in 12 months
 
 
revenue?
 
marketshare?
SEO Process ROI YoY
 
YoY
 
 
SEO related Cost

traffic
 
Competitors Organic
search traffic
Analytics

Web Traffic
Tool
Website Level

Per Product
line
Quarterly
Presentation
Deck
 
Conference Call
Head of
SEO
months
 
in 12 months

 
+200% Non-Branded
months

 
+20% Promoted pages
 
 
ROI?
 
revenue?
 

commercial traffic?
 
targeted queries?

backlinks?

pages?
 
SEO Process ROI YoY
 
YoY
 
 
Non-branded
 
YoY
 
Promoted pages
backlinks YoY
 
Key pages indexed 6
months trend
 
Key pages crawled 6
months trend
 
SEO related Cost

traffic
 
Competitors Organic
search traffic

organic traffic
 
 
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/

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Confirma el alcance, la frecuencia y
 
el formato a presentar el informe
CEO
 
CMO
months
 
in 12 months
 
 
revenue?
 
marketshare?
SEO Process ROI YoY
 
YoY
 
 
SEO related Cost

traffic
 
Competitors Organic
search traffic
Analytics

Web Traffic
Tool
Website Level

Per Product
line
Quarterly
Presentation
Deck
 
Conference Call
Head of
SEO
months
 
in 12 months

 
+200% Non-Branded
months

 
+20% Promoted pages
 
 
ROI?
 
revenue?
 

commercial traffic?
 
targeted queries?

backlinks?

pages?
 
SEO Process ROI YoY
 
YoY
 
 
Non-branded
 
YoY
 
Promoted pages
backlinks YoY
 
Key pages indexed 6
months trend
 
Key pages crawled 6
months trend
 
SEO related Cost

traffic
 
Competitors Organic
search traffic

organic traffic
 
 
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

View Slide

Establece las expectativas sobre la
frecuencia y evitar informes innecesarios
CEO
 
CMO
months
 
in 12 months
 
 
revenue?
 
marketshare?
SEO Process ROI YoY
 
YoY
 
 
SEO related Cost

traffic
 
Competitors Organic
search traffic
Analytics

Web Traffic
Tool
Website Level

Per Product
line
Quarterly
Presentation
Deck
 
Conference Call
Head of
SEO
months
 
in 12 months

 
+200% Non-Branded
months

 
+20% Promoted pages
 
 
ROI?
 
revenue?
 

commercial traffic?
 
targeted queries?

backlinks?

pages?
 
SEO Process ROI YoY
 
YoY
 
 
Non-branded
 
YoY
 
Promoted pages
backlinks YoY
 
Key pages indexed 6
months trend
 
Key pages crawled 6
months trend
 
SEO related Cost

traffic
 
Competitors Organic
search traffic

organic traffic
 
 
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

View Slide

Ahora ya puedes comenzar a coleccionar
los datos para hacer tus informes SEO
CEO
 
CMO
months
 
in 12 months
 
 
revenue?
 
marketshare?
SEO Process ROI YoY
 
YoY
 
 
SEO related Cost

traffic
 
Competitors Organic
search traffic
Analytics

Web Traffic
Tool
Website Level

Per Product
line
Quarterly
Presentation
Deck
 
Conference Call
Head of
SEO
months
 
in 12 months

 
+200% Non-Branded
months

 
+20% Promoted pages
 
 
ROI?
 
revenue?
 

commercial traffic?
 
targeted queries?

backlinks?

pages?
 
SEO Process ROI YoY
 
YoY
 
 
Non-branded
 
YoY
 
Promoted pages
backlinks YoY
 
Key pages indexed 6
months trend
 
Key pages crawled 6
months trend
 
SEO related Cost

traffic
 
Competitors Organic
search traffic

organic traffic
 
 
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

View Slide

Solo con los KPIs relevantes para cada
audiencia, y métricas que entiendan
CEO
 
CMO
months
 
in 12 months
 
 
revenue?
 
marketshare?
SEO Process ROI YoY
 
YoY
 
 
SEO related Cost

traffic
 
Competitors Organic
search traffic
Analytics

Web Traffic
Tool
Website Level

Per Product
line
Quarterly
Presentation
Deck
 
Conference Call
Head of
SEO
months
 
in 12 months

 
+200% Non-Branded
months

 
+20% Promoted pages
 
 
ROI?
 
revenue?
 

commercial traffic?
 
targeted queries?

backlinks?

pages?
 
SEO Process ROI YoY
 
YoY
 
 
Non-branded
 
YoY
 
Promoted pages
backlinks YoY
 
Key pages indexed 6
months trend
 
Key pages crawled 6
months trend
 
SEO related Cost

traffic
 
Competitors Organic
search traffic

organic traffic
 
 
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

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Aquí tienes versión en Google Sheet
 
del Planificador de Informes SEO
https://docs.google.com/spreadsheets/d/1g88EW02BRQGtaHQQ6wohL0jUVrSqcozaLUcTqbveNfQ/view?usp=sharing

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Asegura una presentación clara de los
 
KPIs que faciliten conocer su progreso
KPIS RELEVANTES
CLARA
NARRACIÓN DE
DATOS
COMUNICAR
RESULTADOS
EXPLICAR
CAUSA DE
RESULTADOS
GENERAR
ACCIÓN PARA
ALCANZAR
OBJETIVOS

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No se trata de
hacer un
informe
bonito, sino
fácil de
entender
Top Ranked Queries
Bonito pero difícil de entender

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vs
¿Han las visitas del último
trimestre mejorado 30% YoY?
Difícil de Entender
A veces un sólo
valor numérico
facilitará
entender los
resultados
mejor que una
gráfica de serie
Fácil de Entender

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https://scalefresh.com/cheatsheet-for-charts/ + https://www.tapclicks.com/resources/blog/guided-visualization/
¿Cuál es la historia que
tus datos están tratando
de presentar?
¿A quién presentarás
los resultados?
¿Cuántas categorías de
datos y puntos tienes
que presentar?
¿Debe mostrar valores
a lo largo del tiempo o
entre grupos?
Identifica la mejor forma de visualizar
 
los datos para cada KPI con preguntas

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vs
Difícil de Entender Fácil de Entender
Prueba con datos reales a contestar las
preguntas sobre objetivos de KPIs
¿Cuál es el porcentaje de tráfico de marca? ¿Ha crecido a 20% después de un año?
OBJETIVO: 20% de porcentaje de tráfico de marca en un año

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Comunica un
KPI por
gráfico para
evitar
confundir a la
audiencia
Difícil de Entender
¿Han las visitas e impresiones
aumentado YoY en el último mes?
Fácil de Entender
vs

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Elimina
decoración e
información que
no ayude a
contestar la
pregunta sobre
el objetivo de
cada KPI
¿Cuáles son los top 10 términos
y sus posiciones medias?
vs

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Añade la fuente
de datos de
cada gráfico
para evitar las
dudas o
desconfianza
What’s the branded traffic share?
 
Has it grown to 20% after a year?
Website Traffic January - December 2021
 
Source: Google Search Console
De dónde vienen los datos

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Etiqueta
siempre los
elementos del
gráfico de forma
clara y directa
para facilitar una
comprensión
rápida
vs
Fácil de Decir
Difícil de Decir
 
Has it grown to 20% after a year?

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Incluye la
pregunta a
responder con
cada KPI como
título del gráfico
para facilitar su
comprensión
Non-Branded vs. Branded Traffic
¿Cuál es el por de tráfico de marca? ¿Ha
crecido a 20% después de un año?
vs
¿Qué pregunta sobre la evolución de
objetivos se contesta con el gráfico?
Fácil de Decir
Difícil de Decir

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Usa el color con
intención, para
facilitar la
comprensión de
la progresión de
los KPI
vs
¿Están los resultados mejorando con el tiempo?
Fácil de Decir
Difícil de Decir

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https://docs.google.com/spreadsheets/d/1g88EW02BRQGtaHQQ6wohL0jUVrSqcozaLUcTqbveNfQ/view#gid=2882816
Aquí un Google Sheet con un Checklist
para una presentación de datos clara

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Usa la narración de datos para explicar
 
e incentivar acción con los informes SEO
KPIS RELEVANTES
CLARA
NARRACIÓN DE
DATOS
COMUNICAR
RESULTADOS
EXPLICAR
CAUSA DE
RESULTADOS
GENERAR
ACCIÓN PARA
ALCANZAR
OBJETIVOS

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https://www.forbes.com/sites/brentdykes/2016/03/31/data-storytelling-the-essential-data-science-skill-everyone-needs/
La narración de
datos crea historias
convincentes para
ayudar a las
audiencias a
comprender y
generar acción

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Ten cuidado de no tergiversar los datos
que lleven a conclusiones erróneas si
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

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Explica e impulsa
la acción sin
engaños, incluso
si los resultados
no son positivos,
para mantener la
confianza
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

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Los resultados
negativos no
tienen que dañar
el proceso.
Muestra que
conoces su causa
y qué hacer

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https://towardsdatascience.com/how-to-build-a-narrative-from-data-85e327940c13
Usa la estructura de 3 actos para una
narrativa convincente para cada KPI
¿QUÉ PASÓ? ¿POR QUÉ PASÓ? ¿CÓMO PROCEDER?
ORIGEN CONFLICTO RESOLUCIÓN

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La presentación:
Describe “qué
pasó” con cada
resultado de KPI
vs lo esperado
 
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

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El Conflicto:
Explica el por
qué detrás de
los resultados,
positivos o
negativos
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.

Audience: CEO/CMO
 
CAUSE
 
Partial 1st Release Partial 2nd Release
ADD LABELS/
HIGHLIGHT IN
CHART
….

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La Resolución:
 
¿Cómo proceder
para alcanzar el
objetivo
esperado?

Audience: CEO/CMO
 
 
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

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Ahora ya
tienes los
pasos para
usar con cada
KPI
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.
RESOLUCIÓN
CONFLICTO
ORIGEN
KPI CHART

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Es hora de estructurar tu informe SEO,
incluyendo una página para cada KPI
PAGE 1 PAGE 2 PAGE 3
KPI 1 KPI 2 KPI 3

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… organiza las páginas para comenzar con
KPIs más importantes para la audiencia
KPI 3
KPI 2 KPI 1

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Añade un apéndice de datos al final
 
con evidencia adicional a referir
Data Appendix
KPI 3
KPI 2 KPI 1

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Incluye resumen ejecutivo al inicio, con los
principales resultados y acciones por KPI
Executive Summary Data Appendix
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

View Slide

Debe ser conciso pero incluir lo suficiente
como para ser un resumen del informe
Executive Summary Data Appendix
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
Conclusion

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Usa esta estructura para el informe SEO
 
y facilitar la narración de datos
Executive Summary
KPI 3
KPI 2 KPI 1
KPI 3
KPI 1
KPI 2
Setup

Conflict

Resolution
Setup

Conflict

Resolution
Setup

Conflict

Resolution
Conclusion
Data Appendix
SEO REPORT STRUCTURE

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Descarga el template del informe SEO

en Google Slides
https://docs.google.com/presentation/d/1jFumv0jI0tAfnkIkbEu8x5JwuOq_k93sVcWe5vZMeR0/edit?usp=sharing

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Y recuerda,
debes
presentar el
informe para
facilitar
comprensión y
obtener
feedback

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Es difícil
hacer llamada
para
presentarlo?
Graba y envía
vídeo con el
informe Use Streamyard, Loom or Zoom

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Ahora ya sabes que principios seguir para
informes SEO que alcancen objetivos
KPIS RELEVANTES
CLARA
NARRACIÓN DE
DATOS
COMUNICAR
RESULTADOS
EXPLICAR
CAUSA DE
RESULTADOS
GENERAR
ACCIÓN PARA
ALCANZAR
OBJETIVOS

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¿Mucho trabajo cada mes?

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Recuerda que
se trata de la
costo
efectividad del
proceso SEO y
la satisfacción
del cliente

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Comienza poco
a poco con
algunos
informes para
mostrar impacto
y obtener apoyo

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orainti.com
Gracias
Soy Aleyda Solis

* Consultora SEO y Fundadora de Orainti & Remoters

* Conferenciante SEO en +100 eventos en +20 países

* Host de Crawling Mondays

* Editora Newsletter #SEOFOMO

* Creadora de LearningSEO.io

* Autora “SEO. Las Claves Esenciales.”

* Personalidad Search en Europa del 2018

View Slide

Cómo Crear  Informes SEO de Éxito

Cómo Crear  Informes SEO de Éxito

Aleyda Solis

More Decks by Aleyda Solis

Other Decks in Marketing & SEO

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Transcript

Cómo Crear Informes SEO de Éxito

Cómo Crear Informes SEO de Éxito

Aleyda Solis

More Decks by Aleyda Solis

Other Decks in Marketing & SEO

Featured

Transcript

Cómo Crear  Informes SEO de Éxito

Cómo Crear  Informes SEO de Éxito