Money Talks: Using Revenue to Get Sh*t Done

Technical SEO is all about the details, but how do you get clients to act on your recommendations? The answer lies in tying SEO issues directly to the bottom line.

In this session, you’ll learn how to incorporate revenue data into your technical SEO audits to show how issues affect your client’s revenue.

By the end of this talk, you’ll know how to present your findings in a way that motivates clients to implement changes faster and gives them a deeper understanding of the work

Transcript

1. Money Talks: Using Revenue to Get Sh*t Done TechSEO North Nikki Halliwell
2. How many times have you seen your audits go nowhere? /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth
3. /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth “It’ll Be in the Next Sprint …”
4. Our goal: Ensure our audit actions get implemented efficiently. /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth
5. 1 Why Money Talks in SEO /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth
6. 6 Money Talks 6 1 Universal language 2 No knowledge required 3 Transferable metric 4 Clear goal /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth
7. Change the Conversation 💰 Tie technical issues and recommendations back to the revenue opportunity. 💰 Include them when you deliver the audit. /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth
8. 8 We did this with several clients 8 /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth
9. Large eCommerce business Nothing getting resolved Created supporting documents etc Tried a different approach /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth
10. /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth Proof of Concept
11. /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth Being able to show lost revenue helped us unlock developer resources we couldn’t get before. Before, SEO issues felt speculative. Now, with revenue data, stakeholders take them seriously. We’ve seen a clear uplift in revenue… wish we could have done this sooner! A.N Client A.N Other A.N Example
12. Setting Up Your Revenue-Driven Audit /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth 2
13. /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth Revenue-Driven Audits 1 Scalable 2 Transferable 3 Understandable 4 Actionable
14. ➔ We could then import the additional data that we needed. ➔ URL-based data from GA4. Use our Existing Audit Template /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth
15. /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth ➔ Landing page + query string, ➔ Revenue (per URL), ➔ Transactions (per URL), ➔ Sessions. Into a single tab with all data.
16. /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth Be wary of conversion rate in Supermetrics! ⚠ It is often rounded up ⚠ Makes data in accurate. Use revenue and transactions and then calculate AOV and CVR with formulas.
17. Mapping Revenue to SEO Issues /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth 3
18. Supermetrics Data Format your imported data as needed on it’s own tab. /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth URL strings
19. Use Vlookup Pull in data for each issue and URL so you have specific data. /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth =ifna(VLOOKUP([cell],[range for supermetrics data],false),"") URL strings
20. Add columns in the issue log for each metric. /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth =AVERAGEIF([Issue range],[criteria to look for],[data to be averaged]) =SUMIF([Issue range],[criteria to look for],[data to be summarised])
21. PIET Score /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth PIET is a measure of difficulty on a scale of 1-10. Potential, Importance and Effort = 1 is low and 10 is high Time Criticality - 10 is low and 1 is high =([P]+[I]+[E])/[T]
22. Calculate Impacted Revenue /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth =[Impacted Sessions]*[Avg. Conv. Rate]*[Avg. Order Value]
23. Work out Estimated Gain or Loss /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth =[Impacted Revenue P/Y]*([PIET Score]/100)
24. /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth Use Data to Prioritise ➔ Hide the columns you don’t need to keep the sheet clean. ➔ Use the PIET score and Estimated Gain/Loss P/Y to determine priority order.
25. All issues are backed up by client data Data taken from a single source of truth Ok, fine, GA4 😬 Easily get new data from Supermetrics Visualising the impact for clients/stakeholders Issues show areas £ is being lost /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth Opportunities show where new £ can be won
26. /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth Present issues and Data to Stakeholders Descriptions of each technical issue Resolution and Repercussions information for each technical issue
27. Presenting Findings for Maximum Impact /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth 4
28. Clear lines of communication Write detailed tickets Always include revenue How to frame recommendations /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth
29. /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth Track results, refine, and repeat the process. 🔍 💰 📊 💼 🤝 🛠 🔄 Using Revenue to Get Sh*t Done Identify issues affecting performance Quantify the impact of issues with revenue. Focus on high-revenue fixes first Use data-driven insights to gain buy-in. Com m unicate clearly and align with tech team s. Ensure fixes are correctly applied and working
30. Money is the Biggest Motivator /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth
31. Stakeholders care about revenue, not rankings or traffic. Tying SEO fixes to revenue makes them more compelling. Helps justify resource by showing which issues cost the business most money or offer highest potential gains. Demonstrates the ROI of technical SEO by quantifying the financial benefits of fixes and improvements. /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth
32. 50% more tech tickets implemented for our clients /in/nikkiroseh/ | @nikkirhalliwell
33. Money Talks: Takeaway Template /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth 5
34. Money Talks Example Template ➔ Use this template to win over your stakeholders and ensure recommendations are implemented as planned. /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth
35. The outcome: Audit actions are implemented faster and more successfully /in/nikkiroseh/ | @nikkirhalliwell #TechSEONorth
36. Get a copy of my “Money Talks” example template Scan me nikkihalliwell.com/seo-speaker/ techseo-north-2025/ /in/nikkiroseh/ @nikkirhalliwell Or visit this #TechSEONorth
37. Nikki Halliwell Senior Tech SEO Manager Connect with me to master your technical SEO strategy https://speakerdeck.com/nikkihalliwell #TechSEONorth Tech SEO Consultant nikkihalliwell.com | techseotips.co.uk | techseoaudits.com