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

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Better reporting doesn't have to mean better math Natasha Burtenshaw-deVries FLYWHEEL DIGITAL speakerdeck.com/natasha_bd @natasha_bd

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@natasha_bd #brightonSEO Let’s start with a question...

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Bigger is not always better. (For reporting)

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@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+

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@natasha_bd #brightonSEO

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@natasha_bd #brightonSEO

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@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...

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Be crystal clear on your stakeholders and their needs

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@natasha_bd #brightonSEO Step 1: Determine who matters Step 2: Determine what matters to them

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@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

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@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

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@natasha_bd #brightonSEO Chief Marketing Officer Growth Marketing Manager Content Marketing Specialist Brand Manager Primary Recipient Forwarding Stakeholder

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@natasha_bd #brightonSEO VP of Marketing Director of Marketing SEO Manager Product Manager Primary Recipient Forwarding Stakeholder Director of PR

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@natasha_bd #brightonSEO How do you identify forwarding stakeholders?

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@natasha_bd #brightonSEO How do you identify forwarding stakeholders? Don’t assume, just ask!

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@natasha_bd #brightonSEO Then, ask again, especially when: A few months have passed Changes to: Personnel Internal structure Business priorities

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@natasha_bd #brightonSEO Step 1: Determine who matters Step 2: Determine what matters to them

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@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.

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Don’t forget to document Ensures clarity on your end Prevents crucial knowledge from being lost over time @natasha_bd #brightonSEO

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Tell the right story

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@natasha_bd #BrightonSEO Algorithm Updates SEOs Google @natasha_bd #brightonSEO

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@natasha_bd #brightonSEO Unorganized, Random Data Connected Data With a Logical Flow

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@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

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@natasha_bd #brightonSEO Traffic Conversions Traffic Content Conversions

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@natasha_bd #brightonSEO Traffic Content Conversions

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@natasha_bd #brightonSEO Traffic Content Conversions

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@natasha_bd #brightonSEO Traffic Content Conversions

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@natasha_bd #brightonSEO Step 1: Tell a story Step 2: Tell the right story

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@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

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The Real Story Position #1 is allllll the way down here! @natasha_bd #brightonSEO

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@natasha_bd #brightonSEO Step 1: Tell a story Step 2: Tell the right story Step 3: Use the right tools

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@natasha_bd #brightonSEO Don’t do this.

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@natasha_bd #brightonSEO Do this!

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@natasha_bd #brightonSEO Don’t do this

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Screenshot of a line graph showing the continual 6 month trendline @natasha_bd #brightonSEO Do this!

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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

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Tell the right story. With the right tools. To the right people. @natasha_bd #brightonSEO

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Make sure everything in a report has a “why”

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Why? @natasha_bd #brightonSEO

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Why did this happen? Why does this matter? What does this mean for the future? @natasha_bd #brightonSEO

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Why did this happen? @natasha_bd #brightonSEO

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@natasha_bd #brightonSEO

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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

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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

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Why does this matter? @natasha_bd #brightonSEO

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Don’t leave people hanging. Don’t let readers draw their own conclusions (they might get it wrong!) @natasha_bd #brightonSEO

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Organic traffic to the SEO Services page increased 12% MoM. @natasha_bd #brightonSEO

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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

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But you don’t always have to state the why...it just has to exist. @natasha_bd #brightonSEO

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@natasha_bd #BrightonSEO @natasha_bd #brightonSEO WHY DOES THIS MATTER?

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What does this mean for the future? @natasha_bd #brightonSEO

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Create a data-informed path forward. What do we need to do or change? @natasha_bd #brightonSEO

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Why did this happen? Why does this matter? What does this mean for the future? @natasha_bd #brightonSEO

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Rule 17

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“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.

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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

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Handy tools to help @natasha_bd #brightonSEO

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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

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Alternatively... Use speaker’s notes Add an appendix Share supplementary documents @natasha_bd #brightonSEO

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Good reporting is... Big Straight to the point Complex Dialled in on what matters @natasha_bd #brightonSEO