It’s what our clients care about most: results! Join us for an in-depth look at our SEO reporting dashboard and the key performance indicators (KPIs) of our SEO campaigns. We’ll review the report emailed monthly as well as each tab in the dashboard to grow your understanding and ability of search engine optimization results.
The Pitfalls of Keyword Stuffing in SEO Copywriting
SEO Dashboard & Reporting
1. Helping businesses succeed online.
@searchinfluence
Fairway Group in Partnership with Search Influence 2013
2. ABOUT ME
ERIKA KARAS
• Arizona State University Grad
• Search Influence Account Manager
• Influencer for 1+ years
• Bing Ad Certified
@searchinfluence
Fairway Group in Partnership with Search Influence 2013
4. WHY IS
MONTHLY
REPORTING
SO
IMPORTANT?
@searchinfluence
•
Proves value of campaign
•
Important for YOU (the sales
rep) to understand
reporting so you can sell
client on value and improve
renewal rate
•
Sets your SEO product apart
from competitors – not
everyone offers thorough
reporting!
Fairway Group in Partnership with Search Influence 2013
5. KPI’S:
HOW DO WE MEASURE CAMPAIGN SUCCESS?
WEBSITE TRAFFIC
Organic Search Traffic
Visitors who come to a website from unpaid organic or
natural search engine results
Referral Traffic
Traffic from other websites that refer or send visitors to
your website (Links on local directories, Facebook, Yelp)
Direct Traffic
Visits to a site where the user types the URL into their
browser’s address bar or when a visitor uses a bookmark
to get to the website
Paid Traffic
Traffic from paid search ads
@searchinfluence
Fairway Group in Partnership with Search Influence 2013
6. KPI’S:
HOW DO WE MEASURE CAMPAIGN SUCCESS?
• Time on site
• Pages per visit
• % of new visitors
• Internet users who have not previously or recently
visited your site
• Bounce rate
• The percentage of visits in which the visitor only views
one page of website before leaving
• Keyword rankings
@searchinfluence
Fairway Group in Partnership with Search Influence 2013
8. WHEN TO
EXPECT THE
FIRST REPORT
FOR A NEW
CLIENT?
@searchinfluence
• Clients can expect their first
report in the beginning of
the second month of their
campaign
Fairway Group in Partnership with Search Influence 2013
10. WHAT
REPORTS
LOOK LIKE
FOR THE
CLIENT
• Note from the SEO team
with updates and highlights
• Completed deliverables
• Items awaiting customer
response
• Recent website data graph
showing month over month
data
• Keyword rankings
@searchinfluence
Fairway Group in Partnership with Search Influence 2013
11. Where does this
information come
from?
• Website traffic data is from Google Analytics
• Keyword ranking data is pulled from an internal tool
@searchinfluence
Fairway Group in Partnership with Search Influence 2013
12. LOGGING INTO
THE DASHBOARD
• Username: always the email account
• Usernames and passwords are sent to the sales reps and
clients individually
• If a password is lost, we have a “Forgot my Password” option
on the login screen
@searchinfluence
Fairway Group in Partnership with Search Influence 2013
14. Visitor site
data shown
month over
month and
year over year
Narrative
progress and
campaign
highlight
report
prepared by
your
dedicated
account
management
team every 30
days.
Solid
comparison
benchmark
overview
Pie chart
overview to
indicate
source of
visitors (e.g.
organic (SEO),
paid search
(PPC) and
others)
Top keyword
rankings in
major search
engines such
as Google
and Bing
Fairway Group in Partnership with Search Influence 2013
15. VISITS TAB
•
A graph of website organic
search traffic
•
A pie chart of visitor types
•
A list of keywords that are
bringing visitors to your site.
•
Change the date range of
website traffic graph to look
at the:
•
•
•
•
Last 30 days
Last month
Last year
Summary of your site traffic is
under the graph.
@searchinfluence
Fairway Group in Partnership with Search Influence 2013
16. Visitor site
data shown
month over
month and
year over
year
Website
visitor source
chart
including
organic
search, paid
search, refer
rals, direct
and other
Important
visitors
stats, includin
g how long
each visitor
stayed on
your site, how
many pages
they
visited, new
visits, etc.
Solid
comparison
benchmark
overview
Top sites
referring
visitors to
your site
with the
number of
visitors
referred to
your site
within that
time period
Top viewed
pages on
your website
with number
of visits
Fairway Group in Partnership with Search Influence 2013
17. KEYWORDS
TAB
•
Rankings for “Targeted
Keywords”
•
Google organic
search, Google+
Local/Google Maps, and
Bing organic search
•
“Secondary Keywords” for
related terms
•
Your keyword ranking
report is updated twice
monthly.
@searchinfluence
Fairway Group in Partnership with Search Influence 2013
18. Adjust
your
time
frame
here
Primary
keywords we
are targeting
for your
campaign
Secondary
keywords that
we track after
your primary
keywords
Report from the
month that you
became a
client that
shows your
“starting”
keyword rank
Month-to-month keyword rank
report showing the position of
your targeted terms
Fairway Group in Partnership with Search Influence 2013
19. TASK TAB
•
Shows historical data
• Monthly completion
info
•
Tasks completed by team
•
Pending information
• Tasks awaiting your
approval
•
Ability to filter by date
range
@searchinfluence
Fairway Group in Partnership with Search Influence 2013
20. Adjust your
time frame
here
This is the most important portion of this
tab. Be sure to check this section for any
items needing your attention!
You Account Manager will place all
deliverables completed in this section
on a monthly basis.
Fairway Group in Partnership with Search Influence 2013
21. SEO Reporting Information KPI’s
DASHBOARD
REMIND CLIENTS:
• SEO takes time (90 days to 6 months)
• Keyword competition
• Industry competition
• Algorithm changes
• SEO ranking factors
• The longer, the better
@searchinfluence
Fairway Group in Partnership with Search Influence 2013
22. UPCOMING
WEBINARS!
Google+ Authorship & Publisher
January 9, 10:00 a.m. (CT)
Directories & Data Feeds
February 6, 10:00 a.m. (CT)
Presented by Gabrielle Benedetto,
Account Associate, Search Influence
Presented by Alison Zeringue,
Partner Accounts Team Manager, Search
Influence
Registration URL:
https://attendee.gotowebinar.com/register/27135928519253
74210
Fairway Group in
Webinar ID: 121-249-611
Registration URL:
https://attendee.gotowebinar.com/register/871873283718
6805762
Webinar ID: 122-818-971
Partnership with Search Influence 2013
Good Morning everyone and thank you for taking the time to listen in today. My name is Erika Karas and today I’ll be talking about reporting for SEO, the importance and our reporting dashboard.
Little about me
Reporting proves the value of a campaignBy showing clients how important we are. Bringing traffic to the site means bringing morebusiness to the site, to their store and calling their phonesImportant for YOU (the sales rep) to understand reporting so you can continue to sell the client on value of the campaign and improve yourrenewal rateMuch easier and cost effectiveto keep a current client than to sell a new oneSets your SEO product apart from competitors -- not everyone offers the comprehensive and consistent reporting that we have!
Key Performance Indicators
For example, if the first month of a campaign is December, they will receive their first report in January, detailing the highlights and completed deliverables from December.
All reports are sent out via Email
Deliverables are discussed in the beginning of the campaign in the kickoff call and are specific to the type of campaign that is being run All website traffic information is pulled from Google AnalyticsAnd our keyword ranking information is pulled from an internal tool that is run twice a month
Logging into the dashboard for the first time can be intimidating for the client. For this reason, I recommend you set up a time to walk the client through the dashboard and explain the information that’s being presented. Sent individually – They are sent prior to the first report *********SWITCH GEARS
TasksThe main reason for having this dashboard is to answer the age old question, “what have you done for me lately?” This tasks tab does exactly that by showing you the tasks completed in current and past months.
For example, if the first month of a campaign is December, they will receive their first report in January, detailing the highlights and completed deliverables from December.