Showing SEO Value Through Meaningful Reporting

In this talk, Helene will cover topics such as demonstrating the value of SEO, tracking SEO progress (and success), and communicating these ideas with clients or bosses. She will delve into understanding the distinction between different types of data, analysis techniques, and visualizations. Sharing real-world examples of how to apply these concepts in one's work.

Transcript

1. Showing SEO Value Through Meaningful Reporting Helene Jelenc | Flow SEO Speakerdeck.com/helenejelenc @wanderinghelene
2. Helene Jelenc (Heh-Lean Ya-Lens) SEO Consultant at Flow SEO
4. What is the difference between those reports and looking inside GA4 or an SEO tool? MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
5. Not much. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
6. The answer? MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
7. Creating custom SEO reports that align with business goals and provides context. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
8. Knowing Your Audience
9. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
10. We want to rank #1 for ʻjob managementʼ. 󰠀 MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
11. What do you want to achieve from that goal? We want to rank #1 for ʻjob managementʼ. 󰠀 󰠁 MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
12. We want to increase traffic by 10% YoY. 󰠀 MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
13. We want to increase traffic by 10% YoY. 󰠀 What resources do you have to dedicate to SEO? 󰠁 MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
14. We want to outrank a specific competitor. 󰠀 MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
15. We want to outrank a specific competitor. 󰠀 What is your product differentiator? 󰠁 MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
16. Audience Questions CEO • What is the ROI of SEO? • How can SEO be leveraged to gain a competitive advantage in the market? • How will SEO contribute to the company's overall business strategy and goals? CMO • How can SEO be integrated into the overall marketing strategy? • How can we measure the success of our SEO efforts? Head of Growth/Content • How much of organic traffic is branded vs non-branded? • What technical SEO issues need to be addressed? • How can we improve the website's backlink profile? Head of Revenue/Sales • What are the quality of SEO leads? • What is the volume of leads produced from SEO? Common SEO Questions By Audience
17. SEO Reporting
18. Reporting Tools MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
19. The Executive Summary MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
20. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO Visual and Automatic Goal Tracking
21. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
22. Keep it simple. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
23. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
24. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO Deliverables. Results.
25. The Path of Search Visibility Indexed Keywords Keywords that are now associated with URLs on your domain. Impressions When a user has potentially seen a link to your site in search results. Clicks When a user clicks onto your website from search results. Organic Conversions When a user triggers an event or goal often via submitting a form. Organic Sessions When a user clicks through on your website from a search engine. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
26. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO Tracking SEO Progress - Indicators
27. Tracking SEO Progress of SEO Briefs - Indicators MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
28. Tracking SEO Progress of SEO Briefs - Results MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
29. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO Whatʼs Working? Whatʼs Not?
30. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO Tracking Organic Conversions With Multiple Views
31. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO Report On Important Page Types Separately
32. To Track or Not To Track Keywords MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
33. • January 2020 at 129,336 keywords. • January 2023 at 581,547 keywords. Growth in keywords NOT TO DO MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
34. Scaling up blog posts has been the main driver for increased visibility. Blog content achieved a 350% increase in total ranking keywords - and subsequent organic traffic growth - from January 2021 to January 2023. Content supported with our briefings contributed to 80% of that growth. 350% increase in visibility in 2 years SEO Strategy begins Increased content publishing to 3x a week. TO DO MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
35. SEO Competitor Growth Comparison MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
36. Why bother?
37. Show and tell the value of SEO. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
38. Win the support of clients or supervisors. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
39. Make yourself irreplaceable. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
40. Thank you! Feedback, Questions, or Comments: helene@flow-seo.com twitter.com/wanderinghelene