It's time to rethink reporting - how useful are rankings anyway? How do we monitor SEO and convince the boss we're doing a good job? How much of this can we automate? This talk is from BrightonSEO April 2018.

1. Stephen Kenwright
BRANDED3
How to report on SEO in 2018
@stekenwright
https://www.slideshare.net/branded3

2. @STEKENWRIGHT
“All measures
suck, and they all
suck in their own
way.”

3. There are two types of SEO metrics
@STEKENWRIGHT

4. @STEKENWRIGHT
Performance
metrics

5. @STEKENWRIGHT
Predictive
metrics

6. @STEKENWRIGHT
PerformancePredictive
These metrics are on each end of a scale

7. @STEKENWRIGHT
PERFORMANCE METRICS
Revenue
This measure
sucks the least

8. @STEKENWRIGHT
PERFORMANCE METRICS
RevenueConversion
…but how do
you track and
value?

9. PERFORMANCE METRICS
RevenueConversionTraffic
95% doesn’t convert?

10. @STEKENWRIGHT
Click
Through
Rate
PREDICTIVE METRICS
“How are we
doing?” becomes
“what should we
do next?”

11. @STEKENWRIGHT
CTR
PREDICTIVE METRICS
Rankings
Untrustworthy
data

12. CTR
PREDICTIVE METRICS
Rankings
Page
Speed
¯_(ツ)_/¯ number of factors

13. @STEKENWRIGHT
“Ranking factors”
like Page Speed
don’t cause
ranking drops*

14. @STEKENWRIGHT
…but they do
predict them
(long term
correlation)

15. @STEKENWRIGHT
LONGTERM
Page
Speed

16. @STEKENWRIGHT
LONGTERM
Page
Speed
User
metrics
Bounce
Rate, Time
on Site…

17. @STEKENWRIGHT
LONGTERM
Page
Speed
Link
metrics
User
metrics

18. SHORTTERM
Rankings
A ranking drop is a
good predictor that
traffic will be down
this week/month

19. SHORTTERM
Rankings
Site
health
Redirects,
error
codes…

20. SHORTTERM
Rankings
Site
health
Indexing

21. SHORTTERM
Traffic
WOW
MOM
YOY
etc.
@STEKENWRIGHT

22. SHORTTERM
Traffic
Conversion
@STEKENWRIGHT

23. SHORTTERM
Traffic Revenue
@STEKENWRIGHT
Conversion

24. @STEKENWRIGHT
LONGTERM
Technical
SEO
Crawl optimisation,
indexing, response
codes…

25. @STEKENWRIGHT
LONGTERM
Technical
SEO
Link
profile

26. @STEKENWRIGHT
LONGTERM
Technical
SEO
Content
quality
Link
profile

27. S H O R T T E R M
P E R F O R M A N C EP R E D I C T I V E
LO N G T E R M
Indicators
Warning Trading
Tracker

28. D O E S N ’ T U N D E R S TA N D YO U R J O B
C O N T R O L S
YO U R B U D G E T
D O E S N ’ T
C O N T R O L YO U R
B U D G E T
U N D E R S TA N D S YO U R J O B
UX
IT Boss
Manager
/ client

29. All 4 can be automated
@STEKENWRIGHT

30. 4
1
2
3
1. WARNING
@STEKENWRIGHT

31. Your boss should know about issues
before the trading report
@STEKENWRIGHT

32. @STEKENWRIGHT
2 free months: littlewarden.com/brightonseo

33. Google Analytics alerts
Create custom email alerts
@STEKENWRIGHT

34. Schedule crawls (and email notifications)
@STEKENWRIGHT

35. Share reports instantly in Slack
@STEKENWRIGHT

36. Assign JIRA tickets automatically
@STEKENWRIGHT

37. 4
1
2
3
2. TRACKER

38. Deliverables in trading reports say
“we did this. You didn’t help.”
@STEKENWRIGHT

39. @STEKENWRIGHT

40. Visualise multiple projects in Tableau
@STEKENWRIGHT

41. Track progress with crawls / assign tasks
@STEKENWRIGHT

42. @STEKENWRIGHT
Pull Searchmetrics and Moz into your reports

43. @STEKENWRIGHT
Monitor links going live using Buzzsumo

44. 4
1
2
3
3. TRADING
@STEKENWRIGHT

45. @STEKENWRIGHT
Use custom reports to reduce clicking

46. @STEKENWRIGHT
Data Studio connectors exist for everything

47. 4
1
2
3
4. INDICATORS
@STEKENWRIGHT

48. @STEKENWRIGHT
Seasonality

49. PageSpeed
Scroll
depth
Bounce
rate
@STEKENWRIGHT
What metrics will affect us most
in 6-12 months?

50. I want us to stop having this conversation
@STEKENWRIGHT

51. £
Profit!
???+3ps3s
We think loading 3s faster could
mean +3 to our average position

52. My boss doesn’t value SEO
@STEKENWRIGHT

53. ???+80%+3ps3s
This will increase CTR by 80%

54. ??5,000+80%+3ps3s
Which means 5,000 more visits / month
@STEKENWRIGHT

55. ?1205,000+80%+3ps3s
That’s 120 more conversions

56. £12k1205,000+80%+3ps3s
That’s £12k more revenue
@STEKENWRIGHT

57. Executive problems last longer
than 1 month
@STEKENWRIGHT

58. £432k1205,000+80%+3ps3s
I can increase revenue by £432k
over 3 years
…by improving Page Speed
by 3 seconds

59. So close
@STEKENWRIGHT

60. I can increase revenue by £432k over 3
years with £2k of development
@STEKENWRIGHT

61. slideshare.net/branded3
OR
stephen.kenwright@branded3.com
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