seo reporting habits of world class companies

SEO Reporting Habits of World Class Companies

Contact: mike@digitalreachagency.com | Digital Reach

We are a B2B Digital Marketing Agency focusing on demand generation.

Companies work with us to:

• Increase qualified leads

• Track SEO and SEM to ROI

• Marketing Automation Support

About Us

• Search Engine Optimization

• Paid Search & Display

• Website Redesign

• Marketing Automation

Contact: mike@digitalreachagency.com | Digital Reach

1 SEO Reporting Habits of World Class Companies

2 SEO Site Audit Example

On the Agenda

Contact: mike@digitalreachagency.com | Digital Reach

It’s critical to report on the right KPIs for SEO

• If you don’t track the right Key Performance Indicators (KPI’s), you run the risk of losing budget

• Tracked properly, non-ROI generating items are then the first to lose budget

• Critical: Tracked as far down funnel as possible to show ROI

5

Vanity Metrics

Contact: mike@digitalreachagency.com | Digital Reach

$

$

Sales Pipeline Opportunity from SEO leads

Closed Won Revenue from SEO sourced leads

Organic traffic volume

% SEO Keywords on Page 1

Organic Conversion Rate

These SEO metrics are essential. But, take it a step further to measure ROI.

✓

✓

✓

Organic Bounce Rate✓$ Sales Contribution by

Marketing

They measure the SEO metrics

Contact: mike@digitalreachagency.com | Digital Reach

Here’s why you can’t afford to measure leads alone:

They measure the money metrics

Contact: mike@digitalreachagency.com | Digital Reach

Here is a common report that we see

• No insights, just a screen shot of analytics• Provides no justification on time spend and resources allocated

Contact: mike@digitalreachagency.com | Digital Reach

Here is a report from an actual client

• Requires connecting CRM to analytics• Plan numbers based on seasonality and expected growth rate

Contact: mike@digitalreachagency.com | Digital Reach

How do you get from this to that?

Vs.

• On the right makes the SEO connection to leads, qualified leads, and sales showing the impact on the business

• On the left stops at inquiry and goes no further

Contact: mike@digitalreachagency.com | Digital Reach

It’s all about ROI, so why stop short with SEO?

Top reasons companies can’t track to ROI

• Physically impossible–Don’t have inside sales reps and

solely sell through distribution

• Technical challenges–Using an outdated CRM aka not

salesforce–Marketing automation not tied to

CRM

• Process Challenges–We are old school and while we can

do it, it would be a manual process

12

Ensure you are tracking leads to opportunities and deals

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Closed Loop ReportingCustom Analytics Setup to tie cross-channel visitor data to revenue in CRM.

How It Works

Contact: mike@digitalreachagency.com | Digital Reach

$

14

Marketing Campaigns Tied To ROI

Attribution data inset in CRM:

$

Contact: mike@digitalreachagency.com | Digital Reach 15

Closed Loop ReportingSome keywords might drive the majority of leads, but with attribution you’ll see which keyword

themes drive the most revenue.

How It Works

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What is involved in installing Attribution?Depending on certain variables, the tool can be setup for any clients that use a CRM

and measure lead quality/closed deals within that system.

The Installation Process consists of 5 main steps:

1Create new fields in CRM and map Lead fields to Opportunity fields[Also in Mktg Automation, if applicable]

2 Install Google Tag Manager on all pages including all form pages.

3 Add attribution data scripts to Google Tag Manager

4 Setup monthly recurring reports in CRM

5 Review, test, and adjust as needed

How It Works

17

SEO Site Audit Example

Get a second opinion on your SEO & Demand Generation Approach

In a 30 minute consultation, learn:

Where you rank in relation to competitors

Measure revenue opportunity from Search

What you can do to accelerate results from SEO now

Mike TurnerHead of New Business

Thanks for watching!

Email mike@digitalreachagency.com or call (925) 750-8550 for more information