The Evolution of SEO Reporting & Analysis

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!