While PPC can show off a direct ROI, your SEO efforts can be harder to quantify. Knowing how to report on SEO, and knowing how to communicate your efforts can make a difference whether you’re in-house, in an agency, or on your own. Join Portent's Director of SEO, Josh Patrice, and learn what makes a good report that will impact your clients and set you up for success!

1. Portent Webinar Series
Making Good
SEO Reports
PRESENTATION PREPARED BY: Josh Patrice

2. #portentu
MAKING GOOD SEO REPORTS 2

3. WHO’S THIS GUY?
Josh Patrice
Director of SEO, Portent
• Over 10 years in the search industry
• Analytics, User Experience background
• Agency experience
• Passion for SEO Reports
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4. The Basics
MAKING GOOD SEO REPORTS 4

5. THE BASICS
SEO Reports Today
5
Screenshots of GA
Screenshots of Moz
GA or Moz in your own format or graphics
Pie Charts, Pie Charts, Pie Charts

6. THE BASICS
SEO Reports Today
6
Screenshots of GA
Screenshots of Moz
GA or Moz in your own format or graphics
Pie Charts, Pie Charts, Pie Charts

7. THE BASICS 7
It’s a rip-off
You’re not providing anything to your clients they can’t get for free
Basic data
So they got 40 more visits this month…
No insights
Did you do something to help cause that?
So what?
If you see a data puke then you know you are looking at the result of web reporting,
even if it is called a dashboard.
– Avinash Kaushik
Why it Isn’t Working
http://www.kaushik.net/avinash/difference-web-reporting-web-analysis/

8. THE BASICS
What to Focus On
 KPIs
 The work you’ve done
 Ancillary metrics
 Prioritization
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9. THE BASICS
The Toolset
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Analytics platform
Excel
and…
YOU!

10. What to Focus On
MAKING GOOD SEO REPORTS 10

11. WHAT TO FOCUS ON 11
KPIs & Goals
Key Performance Indicators should be based on client goals and organic
search’s ability to deliver.
Goals should be used to monitor progress.
Good KPIs
Organic Unique Visitors
Organic Revenue
Organic Conversion Rate
Good Goals
% Growth
% Improvement YOY
Bad KPIs
Traffic
Conversions
Page views
Bad Goals
Random Number
Monthly Conversions

12. WHAT TO FOCUS ON
The Work You’ve Done
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Did you optimize an entire category for your client last month?
Fix a canonical issue?
Unblock an entire section of their site?
Redo title tags across the entire site?
Move the blog from a subdomain to a subfolder?
Use a CDN to deliver images and other media?
Let your client know, and show the impact.

13. WHAT TO FOCUS ON
How?
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Did you optimize an entire category for your client last month?
Group that category in analytics and show the resulting
traffic/revenue/unique visitors/etc. since the changes.
Fix a canonical issue?
Track the site’s domain authority or ranking.
Unblock an entire section of their site?
Use Webmaster Tools to show # of pages crawled and
analytics to show resulting traffic.
Redo title tags across the entire site?
Show traffic, page views, bounce rate improvements.
Move the blog from a subdomain to a subfolder?
Show traffic, page views, bounce rate improvements.
Use a CDN to deliver images and other media?
Page load times from before and after.

14. WHAT TO FOCUS ON
Ancillary Metrics
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KPIs are your primary goal. Other metrics are nice too…
Bounce Rate
Average Position
Time on Site
Pages Viewed per Visit
Conversions per Visit

15. WHAT TO FOCUS ON
Why?
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Other metrics help tell an important story
Bounce Rate – How many users fail to find what they need?
Average Position – Where does your site rank? For what keywords?
Time on Site – Are your users interacting with the content?
Pages Viewed per Visit – Can users find what they’re looking for? Do they
like your content?
Conversions per Visit – Is your site working for you?

16. WHAT TO FOCUS ON
Prioritization
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Wrap up your data and summary of work with a list of priorities.

17. Know Your Audience
MAKING GOOD SEO REPORTS 17

18. KNOW YOUR AUDIENCE
Visuals? Bullets?
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Everyone processes information differently; while some folks like to
have a prose-like narrative,
• Others like bullets.
0
20
40
60
80
Some people like charts Prefer talking about charts, but
not actual charts
Would like to see a chart to
better understand how they
stand on charts

19. KNOW YOUR AUDIENCE
CEO
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Busy
Traveler
Interested in the Bottom Line
Report Style
Readable on small screen – phone or tablet
Bulleted narrative analysis
Goals oriented
Stripped of excess
Lots of visuals

20. KNOW YOUR AUDIENCE
CMO
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Goals Oriented
Brand Focused
ROI
Report Style
KPI focused
Simple strategy & insights
Additional metrics to demonstrate growth and value
Visuals and bullets

21. KNOW YOUR AUDIENCE
Online Manager
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Your contact
Interested in the details
Needs the whole picture
Wants the report to tell a story
Report Style
Standard Report
Easily Scanned Narrative
Goals Oriented
KPIs
Visuals, bullets, prose, the works

22. Getting the Data
MAKING GOOD SEO REPORTS 22

23. GETTING THE DATA 23
Traffic & Unique Organic Visitors

24. GETTING THE DATA 24
Conversions & Ecommerce

25. GETTING THE DATA 25
Landing Pages

26. GETTING THE DATA 26
Year Over Year Comparisons

27. Putting it Together
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28. PUTTING IT TOGETHER 28
Gather Your Data
Compile all your data into one Excel spreadsheet

29. PUTTING IT TOGETHER 29
Visualization
• Figure out your story
• Visualize how your data helps tell that story
• Build out graphs, charts, etc. that helps to tell your story.

30. PUTTING IT TOGETHER 30
Analysis
• Dig deeper into the story
• Provide comparison to competition, standards, etc.
• Help answer “why?”

31. PUTTING IT TOGETHER 31
Insight
• What happened to lead to these gains?
• What can you forecast?
• If we change X, what will the outcome be?
• What are your goals from the changes you wish
to make?
If you see words in English outlining actions that need to
be taken, and … you see relevant supporting data, then
you are looking at the result of web data analysis.
– Avinash Kaushik
http://www.kaushik.net/avinash/difference-web-reporting-web-analysis/

32. The Report
MAKING GOOD SEO REPORTS 32

33. THE REPORT
CEO Version
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Year over year data comparison
Traffic
Revenue

34. THE REPORT
CMO Version
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Month over month data comparison
KPIs

35. THE REPORT
Online Manager Version
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Conversions
Unique Visitors
Ranking
Landing Pages
Share of Voice

36. Questions?
Thank you!
#portentu
MAKING GOOD SEO REPORTS 36