the evolution of seo reporting & analysis
DESCRIPTION
Blair Walker - DigitasLBi SEO Meet Up - 05/09/2013TRANSCRIPT
THE EVOLUT ION OF SEO REPORT ING & ANALYS IS
5 T H S E P T 2 0 1 3
Blair WalkerSenior Web Analyst
Niccolo Machiavelli
“There is nothing more difficult to
take in hand, more perilous to conduct, or more uncertain in its
success, than to take the lead in the introduction of a new order of
things”
SEO data – Planning is important
• Reactive
…then measure.
• Proactive
… then deliver the strategy
Research Deliver Strategy
Plan work Do
Research Analyse Plan Measurement
Build data focus
Because you have to!
Keyword Unavailable
Ranking Volatility iOS6 Referrer stripping
Changing SERPs
SEODATA
We have to get smarter
The Data Process - Structure
KPi Framework
Measurement Guidelines
KPi ReportingListen and Learn
Analyse and Drive Optimisation
The Data Process - Measurement
The Data Process - Analysis
The Data Process - Optimisation
The Outcome
• Better, more focused data– Accurate, consistent and used to analyse and optimise everything we do
• Strategy led by results– Informed decision making, less finger in the air optimisation
• Happy clients (…hopefully!)– Smarter budget justification, better reporting, more insightful analysis… – All of which make client stakeholders feel better about themselves!