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Better reporting doesn't have to mean better math (BrightonSEO April 2024)

Better reporting doesn't have to mean better math (BrightonSEO April 2024)

BrightonSEO, April 2024

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  1. Better reporting doesn't have to mean better math Natasha Burtenshaw-deVries

    FLYWHEEL DIGITAL speakerdeck.com/natasha_bd @natasha_bd
  2. @natasha_bd #brightonSEO Natasha Burtenshaw-deVries Director of Organic Growth Flywheel Digital

    Lives In: Hamilton (Toronto), Canada Working in SEO Since: 2018 Reports Written or Reviewed: 300+
  3. @natasha_bd #brightonSEO Be crystal clear on your stakeholders and their

    needs Make sure everything in a report has a “why” Tell the right story Better reporting requires...
  4. @natasha_bd #brightonSEO Primary Recipients Your boss (and maybe your boss’

    boss) Primary client contact(s) Decision makers at the channel-level The people who you send reports to
  5. @natasha_bd #brightonSEO Forwarding Stakeholders The people your primary recipients work

    with or are accountable to Who your reports are forwarded to Not always superiors to primary recipients
  6. @natasha_bd #brightonSEO Chief Marketing Officer Growth Marketing Manager Content Marketing

    Specialist Brand Manager Primary Recipient Forwarding Stakeholder
  7. @natasha_bd #brightonSEO VP of Marketing Director of Marketing SEO Manager

    Product Manager Primary Recipient Forwarding Stakeholder Director of PR
  8. @natasha_bd #brightonSEO Then, ask again, especially when: A few months

    have passed Changes to: Personnel Internal structure Business priorities
  9. @natasha_bd #brightonSEO Question prompts to identify what matters: How will

    you define the success of my work? 1. What targets do you need to hit? By when? 2. What is leadership asking you about? 3. What insight do you feel you’re lacking? 4.
  10. Don’t forget to document Ensures clarity on your end Prevents

    crucial knowledge from being lost over time @natasha_bd #brightonSEO
  11. @natasha_bd #brightonSEO New content process is having a positve impact

    10% increase in revenue from users landing on blogs Content published in the last 6 months has a higher CVR 5% increase in engagement rate Positive impact from new content process
  12. @natasha_bd #brightonSEO The Original Story Month over month decrease in

    traffic and revenue No change in rankings Therefore, the decrease was due to seasonality
  13. @natasha_bd #brightonSEO Step 1: Tell a story Step 2: Tell

    the right story Step 3: Use the right tools
  14. Screenshot of a line graph showing the continual 6 month

    trendline @natasha_bd #brightonSEO Do this!
  15. Data Storytelling Resources 10 Common Data Storytelling Mistakes and How

    to Avoid Them Lazarina Stoy 16 Best Types of Charts and Graphs for Data Visualization [+ Guide] Jami Oetting (HubSpot) Showing SEO value through meaningful reporting Helene Jelenc (BrightonSEO September 2023) 11 Stunning SEO Data Visualizations To Inspire Your Reporting Brie E Anderson (Search Engine Journal) @natasha_bd #brightonSEO
  16. Tell the right story. With the right tools. To the

    right people. @natasha_bd #brightonSEO
  17. Why did this happen? Why does this matter? What does

    this mean for the future? @natasha_bd #brightonSEO
  18. Data to insight in action 😐 Get started clicks on

    the homepage dropped by 49% MoM. Traffic to the blog decreased MoM but conversion actions remained consistent. @natasha_bd #brightonSEO
  19. Data to insight in action 🔥 Get started clicks on

    the homepage dropped by 49% MoM due to the decrease in high-intent branded clicks. Traffic to the blog decreased MoM but conversion actions remained consistent. The loss of traffic was primarily in top of funnel blogs, which had less of an impact on conversions. @natasha_bd #brightonSEO
  20. Don’t leave people hanging. Don’t let readers draw their own

    conclusions (they might get it wrong!) @natasha_bd #brightonSEO
  21. Organic traffic to the SEO Services page increased 12% MoM

    after capturing the #1 position for “seo services vancouver.” This increase followed on-page optimization work, so we should consider similar optimizations to our Paid Growth Services page to continue to increase sitewide organic traffic. @natasha_bd #brightonSEO
  22. But you don’t always have to state the why...it just

    has to exist. @natasha_bd #brightonSEO
  23. Create a data-informed path forward. What do we need to

    do or change? @natasha_bd #brightonSEO
  24. Why did this happen? Why does this matter? What does

    this mean for the future? @natasha_bd #brightonSEO
  25. “Vigorous writing is concise. A sentence should contain no unnecessary

    words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. This requires not that the writer make all his sentences short, or that he avoid all detail and treat his subjects only in outline, but that every word tell.” Rule 17, The Elements of Style by William Strunk Jr.
  26. Step 1: Rule 17 your words Can you use bullet

    points instead of paragraphs? Cut the flowery language Would you actually say this out loud? @natasha_bd #brightonSEO
  27. Step 2: Rule 17 your data points and insights Does

    it matter to your key stakeholders? Is it part of the main story? Does it have a why? @natasha_bd #brightonSEO
  28. Good reporting is... Big Straight to the point Complex Dialled

    in on what matters @natasha_bd #brightonSEO