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Sustain & retain: the SEO reporting how-to Tamara Novitović https://www.linkedin.com/in/tamara-novitovic/ Speakerdeck.com/tamaranovitovic
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#brightonSEO What is an SEO report?
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#brightonSEO Performance overview
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#brightonSEO Stakeholder communication
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#brightonSEO No reporting = No value communicated = No client retention
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#brightonSEO
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#brightonSEO Why is it important?
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Sales Strategy Reports Retention
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Consultation & Purchase Implementation Analysis & Reporting Project Expansion
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#brightonSEO Quick checklist: DOs & DON’Ts
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#brightonSEO DOs
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#brightonSEO DOs Set specific goals
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#brightonSEO DOs Set specific goals Less is more
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#brightonSEO DOs Set specific goals Less is more Be consistent
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#brightonSEO DOs Set specific goals Less is more Be consistent Progress timeline
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#brightonSEO DOs Set specific goals Less is more Be consistent Progress timeline Customization
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#brightonSEO DON'Ts
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#brightonSEO DON'Ts Underestimate
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#brightonSEO DON'Ts Overuse SEO jargon Underestimate
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#brightonSEO DON'Ts Overuse SEO jargon Underestimate Use vanity metrics
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#brightonSEO DON'Ts Ignore fails Overuse SEO jargon Underestimate Use vanity metrics
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#brightonSEO DON'Ts Set unrealistic goals Ignore fails Overuse SEO jargon Underestimate Use vanity metrics
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#brightonSEO POV: In-house vs Agency
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#brightonSEO
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On-page, Technical In-house
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Content, Off-page Agency
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Agency Hybrid In-house Content, Off-page Agency On-page, Technical In-house Hybrid approach
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#brightonSEO Who are my clients?
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#brightonSEO Client personas Hands-off Skeptical Data-driven
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#brightonSEO What do they need from me?
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#brightonSEO
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#brightonSEO 27.5 % Traffic ROI 27% 15% 18% Leads Conversions
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#brightonSEO
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#brightonSEO
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#brightonSEO
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#brightonSEO S.U.S.T.A.I.N.
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#brightonSEO Strategic alignment Report in line with the client's business objectives and marketing strategy.
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#brightonSEO Understandable data Present SEO data: ● clearly ● concisely ● visually engaging
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#brightonSEO Sustained value Demonstrate and emphasize sustained growth (and ROI).
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#brightonSEO Tailored approach One size does not fit all.
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#brightonSEO Adaptability Identify unexpected changes and adapt reports accordingly.
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#brightonSEO Insights, not just metrics Conduct in-depth analysis and go beyond surface-level data.
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#brightonSEO Neatly delivery Be efficient and maintain engagement.
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#brightonSEO R.E.T.A.I.N.
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#brightonSEO Reduce client churn Convert reports into action to prevent misunderstandings and potential losses.
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#brightonSEO Educate & support Schedule reporting calls to explain and chat about latest core updates.
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#brightonSEO Transparency all the way By showing transparent results, clients will be more likely to stick around.
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#brightonSEO Address concerns Turn negatives into opportunities for improvement.
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#brightonSEO Investigate beyond Audit for issues outside of initial strategy and offer help.
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#brightonSEO Nurture the relationship Clients appreciate the attention.
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#brightonSEO Client reactivation
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#brightonSEO 82% success in Q1 2024
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#brightonSEO New-biz & long-term commitment
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#brightonSEO Reporting as a USP
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#brightonSEO So… where to start?
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#brightonSEO The anatomy of a report Summary Data & charts Walkthrough Next steps
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#brightonSEO
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#brightonSEO
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#brightonSEO
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#brightonSEO
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#brightonSEO
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#brightonSEO Reporting frequency 8% quarterly 58% monthly 9% bi-weekly 15% weekly
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#brightonSEO And how to finish?
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#brightonSEO To bill or not to bill?
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#brightonSEO Reports billing 48% don’t charge
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#brightonSEO Reports billing 48% have a scalable fee
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#brightonSEO Reports billing 4% charge a flat fee
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#brightonSEO But don’t forget to…
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#brightonSEO Thank you! 💗 +381695835384 app.bazoom.com
[email protected]