Better reporting doesn't have to mean better math

BrightonSEO, April 2024

Transcript

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 Let’s start with a question...
3. Bigger is not always better. (For reporting)
4. @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+
5. @natasha_bd #brightonSEO
6. @natasha_bd #brightonSEO
7. @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...
8. Be crystal clear on your stakeholders and their needs
9. @natasha_bd #brightonSEO Step 1: Determine who matters Step 2: Determine what matters to them
10. @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
11. @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
12. @natasha_bd #brightonSEO Chief Marketing Officer Growth Marketing Manager Content Marketing Specialist Brand Manager Primary Recipient Forwarding Stakeholder
13. @natasha_bd #brightonSEO VP of Marketing Director of Marketing SEO Manager Product Manager Primary Recipient Forwarding Stakeholder Director of PR
14. @natasha_bd #brightonSEO How do you identify forwarding stakeholders?
15. @natasha_bd #brightonSEO How do you identify forwarding stakeholders? Don’t assume, just ask!
16. @natasha_bd #brightonSEO Then, ask again, especially when: A few months have passed Changes to: Personnel Internal structure Business priorities
17. @natasha_bd #brightonSEO Step 1: Determine who matters Step 2: Determine what matters to them
18. @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.
19. Don’t forget to document Ensures clarity on your end Prevents crucial knowledge from being lost over time @natasha_bd #brightonSEO
20. Tell the right story
21. @natasha_bd #BrightonSEO Algorithm Updates SEOs Google @natasha_bd #brightonSEO
22. @natasha_bd #brightonSEO Unorganized, Random Data Connected Data With a Logical Flow
23. @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
24. @natasha_bd #brightonSEO Traffic Conversions Traffic Content Conversions
25. @natasha_bd #brightonSEO Traffic Content Conversions
26. @natasha_bd #brightonSEO Traffic Content Conversions
27. @natasha_bd #brightonSEO Traffic Content Conversions
28. @natasha_bd #brightonSEO Step 1: Tell a story Step 2: Tell the right story
29. @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
30. The Real Story Position #1 is allllll the way down here! @natasha_bd #brightonSEO
31. @natasha_bd #brightonSEO Step 1: Tell a story Step 2: Tell the right story Step 3: Use the right tools
32. @natasha_bd #brightonSEO Don’t do this.
33. @natasha_bd #brightonSEO Do this!
34. @natasha_bd #brightonSEO Don’t do this
35. Screenshot of a line graph showing the continual 6 month trendline @natasha_bd #brightonSEO Do this!
36. 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
37. Tell the right story. With the right tools. To the right people. @natasha_bd #brightonSEO
38. Make sure everything in a report has a “why”
39. Why? @natasha_bd #brightonSEO
40. Why did this happen? Why does this matter? What does this mean for the future? @natasha_bd #brightonSEO
41. Why did this happen? @natasha_bd #brightonSEO
42. @natasha_bd #brightonSEO
43. 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
44. 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
45. Why does this matter? @natasha_bd #brightonSEO
46. Don’t leave people hanging. Don’t let readers draw their own conclusions (they might get it wrong!) @natasha_bd #brightonSEO
47. Organic traffic to the SEO Services page increased 12% MoM. @natasha_bd #brightonSEO
48. 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
49. But you don’t always have to state the why...it just has to exist. @natasha_bd #brightonSEO
50. @natasha_bd #BrightonSEO @natasha_bd #brightonSEO WHY DOES THIS MATTER?
51. What does this mean for the future? @natasha_bd #brightonSEO
52. Create a data-informed path forward. What do we need to do or change? @natasha_bd #brightonSEO
53. Why did this happen? Why does this matter? What does this mean for the future? @natasha_bd #brightonSEO
54. Rule 17
55. “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.
56. 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
57. Handy tools to help @natasha_bd #brightonSEO
58. 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
59. Alternatively... Use speaker’s notes Add an appendix Share supplementary documents @natasha_bd #brightonSEO
60. Good reporting is... Big Straight to the point Complex Dialled in on what matters @natasha_bd #brightonSEO
61. Who is this report for? What do they care about? @natasha_bd #brightonSEO
62. What's the story? Is it the right one? @natasha_bd #brightonSEO
63. Does everything have a why? @natasha_bd #brightonSEO
64. Have I Rule 17‘d my words and data? @natasha_bd #brightonSEO
65. Thank You! speakerdeck.com/natasha_bd @natasha_bd https://flywheel.digital