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
   

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2. Helene Jelenc (Heh-Lean Ya-Lens)
   SEO Consultant at Flow SEO
   

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4. What is the difference between those reports
   and looking inside GA4 or an SEO tool?
   MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
   

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5. Not much.
   MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
   

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6. The answer?
   MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
   

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7. Creating custom SEO reports that align with
   business goals and provides context.
   MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
   

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8. Knowing Your
   Audience
   

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9. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
   

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10. We want to rank #1
    for ʻjob
    managementʼ.
    󰠀
    MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    

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11. What do you want to
    achieve from that goal?
    We want to rank #1
    for ʻjob
    managementʼ.
    󰠀
    󰠁
    MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    

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12. We want to increase
    traffic by 10% YoY.
    󰠀
    MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    

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13. We want to increase
    traffic by 10% YoY.
    󰠀
    What resources do you
    have to dedicate to
    SEO?
    󰠁
    MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    

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14. We want to outrank a
    specific competitor.
    󰠀
    MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    

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15. We want to outrank a
    specific competitor.
    󰠀
    What is your product
    differentiator?
    󰠁
    MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    

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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
    

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17. SEO Reporting
    

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18. Reporting Tools
    MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    

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19. The Executive Summary
    MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    

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20. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    Visual and Automatic Goal Tracking
    

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21. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    

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22. Keep it simple.
    MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    

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23. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    

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24. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    Deliverables.
    Results.
    

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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
    

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26. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    Tracking SEO Progress - Indicators
    

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27. Tracking SEO Progress of SEO Briefs - Indicators
    MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    

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28. Tracking SEO Progress of SEO Briefs - Results
    MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    

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29. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    Whatʼs Working? Whatʼs Not?
    

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30. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    Tracking Organic Conversions With Multiple Views
    

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31. MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    Report On Important Page Types Separately
    

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32. To Track or Not To Track Keywords
    MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    

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33. ● January 2020 at 129,336
    keywords.
    ● January 2023 at 581,547
    keywords.
    Growth in keywords
    NOT TO DO
    MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    

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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
    

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35. SEO Competitor Growth Comparison
    MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    

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36. Why bother?
    

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37. Show and tell the value of SEO.
    MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    

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38. Win the support of clients or supervisors.
    MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    

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39. Make yourself irreplaceable.
    MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
    

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40. Thank you!
    Feedback, Questions, or Comments:
    helene@flow-seo.com
    twitter.com/wanderinghelene
    

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