get your seo reporting right
TRANSCRIPT
@gShiftLabs #SEOReporting
A Little Bit About Me• Director of Product Strategy• 15 years of Web marketing and SEO experience• 5 1/2 years with gShift• Blogger• Social Media Addict• Recently Retired Hockey Dad
@JRiddall
@gShiftLabs #SEOReporting
SEO Reporting Poll
How frequently do you generateyour SEO reports?
@gShiftLabs #SEOReporting
Let’s Talk About• 3 Critical Questions
– What Do I Do?• Real-Time Reporting• Intelligent Dashboards
– How Did I Do?• Core SEO and Enterprise Reporting
– How Are They (My Competitors) Doing?• Competitive Reporting
• Content Performance Reporting• Q & A
Engage on Twitter#SEOReporting
@gShiftLabs #SEOReporting
What Do I Do?Real-Time Reporting
• SEO is all about focus– Which keywords, content,
channels, backlinks, competitors should I focus on?
• Identify Opportunities and Threats
@gShiftLabs #SEOReporting
Which Keywords and Content?• Focus on a manageable number of
keywords – 10 to 20 primary
• Find keywords and content for which your site/content already has authority and momentum i.e. Page 1 or 2 in Google
• Keywords with relatively high monthly search volume
• Identify multiple pieces of content to cross-link
@gShiftLabs #SEOReporting
Recently fell from #1 andrelatively high search volume
@gShiftLabs #SEOReporting
Which Social Channels?• Identify appropriate social
media channels for your business based on signals, traffic and/or conversions
@gShiftLabs #SEOReporting
Poll Question #2
Approximately how long does it take you to generate your SEO reports?
@gShiftLabs #SEOReporting
Intelligent Dashboards• Custom views of the actionable data and
insights you need most depending on your role – brand marketer, agency account manager, content creator, CMO – when you most need it
• gShift data, external data, YOUR data
@gShiftLabs #SEOReporting
Monitor MultipleWeb Presences
All of Your Datain One Place
@gShiftLabs #SEOReporting
How Did I Do?Core SEO Reporting
• Historical – Progress Reports – Trend Reports• On-Site Content Analytics
– Sessions, Pageviews, Conversions, Bounces, By Channel, By Device• Keyword Positions, Distribution and/or Scoring?• Social Signals and Analytics
– Page Signals, Network Signals, Referrals, Conversions• Off-Site Content Metrics
– Social Signals, Referral Traffic, Conversions• Backlink Details
@gShiftLabs #SEOReporting
Comparative Time Periods – week over week, month over month,
quarter over quarter, year over year to reveal trends/changes
Focus by Keyword Kluster – Branded, Not Branded, Product A,
Product B, etc.
Run Ad Hoc or Regularly Scheduled Delivered to your Inbox
@gShiftLabs #SEOReporting
Enterprise ReportingData at the Global, National and Local levels for organizations with multiple locations
Roll-up aggregate data under one report
Identify Top and Average performers to help inform what is working or not and where
@gShiftLabs #SEOReporting
Third and Final Question
Which metrics matter most to you for your SEO reporting?
@gShiftLabs #SEOReporting
Competitive SEO ReportingHow Are They Doing?
• Keyword Position Distribution, Ranking or Visibility Score?
• Backlink Comparison• Technical Comparison– # of Indexed Pages– Age of Domain
@gShiftLabs #SEOReporting
Comparative Visibility Score
Keyword Position Comparison
@gShiftLabs #SEOReporting
Content Performance Reporting• SEO = Optimized Content Marketing• Content Campaigns focused on
specific content, keywords and time periods
• Which events/tactics/channelsare delivering results?
• How did one campaign performvs. another?
@gShiftLabs #SEOReporting
Content Engagement
Web PresenceAnalytics Informs
“Engaging Content”
@gShiftLabs #SEOReporting
Monitor Key Events
On-Site and ExternalContent
CAUSE and EFFECT
IMPACT
@gShiftLabs #SEOReporting
Key Takeaways• Focus on Opportunities and Threats• Identify Actionable Metrics• Compare Metrics and Time Periods
to Identify Trends• Test, Measure, Optimize, Measure, Repeat
@gShiftLabs #SEOReporting
Poll Results
@gShiftLabs #SEOReporting
Today’s Slides Shared
http://www.slideshare.net/gshift/get-your-seo-reporting-right06232015final
gShift Self Help Guides
http://www.gshiftlabs.com/resources/how-to-guides
Our Latest Blog Post
http://www.gshiftlabs.com/are-you-still-using-google-analytics-and-excel-to-manage-your-seo-strategy/
Did You Enjoy Today’s Session?We’d love to see this Tweet
I just watched @gShiftLabs #SEOReporting Webinar #WhatTheShift