reporting the right data, the right way

@MikeCP

Showing Your Search Wins

Presenting & Reporting the Right DataThe Right Way

Mike PantolianoLead SEO Consultant

http://slidesha.re/search-wins

@MikeCP

First! An Apology!

I am truly sorry for my appearance.

http://mobro.co/MikeCP

@MikeCP

The Show of Hands

@MikeCP

Defining KPIs

Measures that help you understand how you are doing

against your objectives.

Avinash Kaushik@avinashkaushik.net

@MikeCP

Site Types & Their KPIs

Content (Advertising) Content (Subscription)

eCommerce Lead Gen

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What Is Your Site’s Objective?

eCommerce

Ad-driven

Customer Service

Lead GenSaaS

Subscription-based

Brick and Mortar

Blog

It Depends! (duh)

@MikeCP

What Is Your Site’s Objective?

Ask!

(But the HiPPOs could be wrong)

@MikeCP

Reporting Effectively

Good KPIs

Good Reporting Is The Same

Understanding Action

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Say No To Automation

This Doesn’t GTD

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Know Your Audience

Analytical Very Data Driven No BS Precise Systematic

Emotional Big Picture Competitive Listens to Gut Action Oriented

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Know Your Audience

Provide Super Hands-On Types w/ Access to Custom Reports

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Progress Reporting

1. Executive Summary2. What was done?3. What is to be done?4. Status of ongoing

efforts5. Further explanation

(where necessary)

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Traffic KPIs

• Visits or Unique Visitors• # of Referring Keywords*• # of Unique Landing Pages

All Star Team

*Beware the dreaded (not provided)

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(Not Provided)

Before

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(Not Provided)

After

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Conversion Rate

Gold Standard KPI

• Extremely simple to understand• Often tied directly to bottom line• Multiple angles to take to improving• Can segment the crap out of it!

@MikeCP

Segment!

• Branded vs. Non-branded

• Paid vs Unpaid Traffic

• Google vs Bing• Social vs Non-Social

• Geography• Site Search Users• Commenters• New vs Returning• Much More

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Bounce Rate

Awesome Metric – One Example:

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Rank Tracking

Rank Tracking is Dangerous

Aggregate Rank Tracking, FTW

Screen shot from

http://bit.ly/u1cBpp

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Rank Tracking

Screen shot from

http://bit.ly/u1cBpp

@MikeCP

Link Building Wins

# of Root DomainsSorted by Domain Authority

Highlight top 5-10 domains in reporting/verbally

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Link Metrics

Okay. Meh.

Hell No.

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When In Doubt

Report Referring Sites

Live Linkbuilding Wins

Linkstant: http://bit.ly/ub2hBj

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Social Wins

Screen shot from

http://bit.ly/sLsNuL

Follower Count

Social Engagement

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Social Wins

http://bit.ly/u05ozLAddThis GA Integration

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Social Wins

http://bit.ly/u05ozLAddThis GA Integration

s_ab.prop6 = ”Mike"; [‘_setCustomVar’,1,‘Mike’,3];

Omniture Google Analytics

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Panda KPIs

From his “How To Build Quality Content” Blog Post

How’s Your Dwell Time?The time between when a user clicks on our search result and when they come back from your website tells a potential story … while that’s not the only factor we review when helping to determine quality, it’s a signal we watch.

Duane ForresterSr. Product Manager at Bing

http://binged.it/rKnL6y

@MikeCP

Panda KPIs

http://bit.ly/v0XMLg

User Interaction from

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Mini-KPIs

Project/Campaign-Specific KPIs

http://bitly.com/uFjsFg

Indexation issues?

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In Conclusion

Web Analytics can be complex and overwhelming

It is our job to distill data down to understandable and actionable levels

@MikeCP

Thanks!

Michael Pantoliano - @MikeCPLead SEO Consultant at Distilledmike.pantoliano@distilled.net

http://bit.ly/excel-ninja