get your seo reporting right

@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


SEO Reporting Poll

How frequently do you generateyour SEO reports?


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


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


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


Recently fell from #1 andrelatively high search volume


Which Social Channels?• Identify appropriate social

media channels for your business based on signals, traffic and/or conversions


Poll Question #2

Approximately how long does it take you to generate your SEO reports?


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


Monitor MultipleWeb Presences

All of Your Datain One Place


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


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


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


Third and Final Question

Which metrics matter most to you for your SEO reporting?


Competitive SEO ReportingHow Are They Doing?

• Keyword Position Distribution, Ranking or Visibility Score?

• Backlink Comparison• Technical Comparison– # of Indexed Pages– Age of Domain


Comparative Visibility Score

Keyword Position Comparison


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?


Content Engagement

Web PresenceAnalytics Informs

“Engaging Content”


Monitor Key Events

On-Site and ExternalContent

CAUSE and EFFECT

IMPACT


Key Takeaways• Focus on Opportunities and Threats• Identify Actionable Metrics• Compare Metrics and Time Periods

to Identify Trends• Test, Measure, Optimize, Measure, Repeat


Poll Results


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







