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Showing SEO
Value Through
Meaningful
Reporting
Helene Jelenc | Flow SEO
Speakerdeck.com/helenejelenc
@wanderinghelene
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Helene Jelenc (Heh-Lean Ya-Lens)
SEO Consultant at Flow SEO
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No content
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What is the difference between those reports
and looking inside GA4 or an SEO tool?
MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
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Not much.
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The answer?
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Creating custom SEO reports that align with
business goals and provides context.
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Knowing Your
Audience
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We want to rank #1
for ʻjob
managementʼ.
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What do you want to
achieve from that goal?
We want to rank #1
for ʻjob
managementʼ.
MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
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We want to increase
traffic by 10% YoY.
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We want to increase
traffic by 10% YoY.
What resources do you
have to dedicate to
SEO?
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We want to outrank a
specific competitor.
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We want to outrank a
specific competitor.
What is your product
differentiator?
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Audience Questions
CEO
● What is the ROI of SEO?
● How can SEO be leveraged to gain a competitive advantage in the
market?
● How will SEO contribute to the company's overall business strategy and
goals?
CMO
● How can SEO be integrated into the overall marketing strategy?
● How can we measure the success of our SEO efforts?
Head of Growth/Content
● How much of organic traffic is branded vs non-branded?
● What technical SEO issues need to be addressed?
● How can we improve the website's backlink profile?
Head of Revenue/Sales
● What are the quality of SEO leads?
● What is the volume of leads produced from SEO?
Common SEO Questions By Audience
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SEO Reporting
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Reporting Tools
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The Executive Summary
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Visual and Automatic Goal Tracking
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Keep it simple.
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Deliverables.
Results.
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The Path of Search Visibility
Indexed Keywords
Keywords that are now
associated with URLs on
your domain.
Impressions
When a user has
potentially seen a link
to your site in search
results.
Clicks
When a user clicks onto
your website from
search results.
Organic
Conversions
When a user triggers an
event or goal often via
submitting a form.
Organic
Sessions
When a user clicks
through on your
website from a search
engine.
MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
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Tracking SEO Progress - Indicators
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Tracking SEO Progress of SEO Briefs - Indicators
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Tracking SEO Progress of SEO Briefs - Results
MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
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Whatʼs Working? Whatʼs Not?
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Tracking Organic Conversions With Multiple Views
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Report On Important Page Types Separately
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To Track or Not To Track Keywords
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● January 2020 at 129,336
keywords.
● January 2023 at 581,547
keywords.
Growth in keywords
NOT TO DO
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Scaling up blog posts has been the main driver for increased visibility.
Blog content achieved a 350% increase in total ranking keywords - and subsequent organic
traffic growth - from January 2021 to January 2023.
Content supported with our briefings contributed to 80% of that growth.
350% increase in visibility in 2 years
SEO Strategy begins
Increased content publishing
to 3x a week.
TO DO
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SEO Competitor Growth Comparison
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Why bother?
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Show and tell the value of SEO.
MeasureFest Sept 2023 | @wanderinghelene #BrightonSEO
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Win the support of clients or supervisors.
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Make yourself irreplaceable.
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Thank you!
Feedback, Questions, or Comments:
[email protected]
twitter.com/wanderinghelene