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Welcome back, in this lesson we will look at some examples
from the industry on intermediate and advance types of reporting.
This may appeal to those who already have a good basis in basic SEO or
digital marketing reports but are looking for
different ways to share with their clients or stakeholders what matters.
In order to do these reports requires some knowledge, resources, and a commitment
to really think about how this data can best represent your objectives.
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Advance reporting in analytics requires that you have a talent, skill and
teams to gather and interpret the data and
client sophisticated enough to appreciate the data and make use of it.
I stipulate this because advance reporting and
analytics cannot be done by a small team typically.
When they have other SEO or web initiatives to consider.
It requires people who have a dedicated skill set, talent, and
aptitude for this particular area.
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Ultimately, you want to present these KPI's against the target
performance at a quarterly, monthly, or weekly cadence.
Providing insights around why the performance is up or
down relative to targets and offering actionable strategies to
help counteract negative performance or continue what's positive.
You may choose to present these in a slide format, Excel, or
in some other format that includes talking points.
Dashboard provide insights and insights drive business actions.
Analytics is a whole study in and of itself.
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Aimed to use data and analytics to develop insights that drive business actions with
people, process and technology in mind.
This should become part of your company's culture.
The end of the say,
data analytics is about developing a story with insights that support the story line.
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You could provide color-coded indicators in green, yellow, and red to show where
you're moving ahead, cautious, or have stopped relative to shared goals.
When you make the data clear to interested stakeholders you better communicate
your story well.
Advanced analytics moves the conversation from just SEO to larger issues like
e-commerce or b-to-b lead generation.
Here are some issues to be considered.
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Number one, return on investment.
Number two, year-over-year growth.
Number three, customer lifetime value.
Looking at how much you're deriving from a particular customer or cookie visitor.
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Number 4, average order value of SEO traffic versus other marketing channels.
Number 5, conversion rate of SEO traffic versus other.
And 6, determining the customer acquisition cost.
Theoretically it's free for SEO, but you could put a pretend or initial number
against cost and then compare SEO performance against other paid channels.
Other common e-commerce metrics are related to number seven,
cart abandonment rate, number eight, purchase intention, number nine,
search penetration, and ten, even visitor satisfaction.
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By evaluating SEO performance in the context of larger website initiatives and
other metrics available, you can begin to do multichannel or
omnichannel marketing and have the data to backed that up.
Then you can start to assess for various channels and
other marketing channels by asking what kind of performance measurements
you want to have in determining how to compare and contrast
the value of different marketing channels for various objectives that you're after.
One way of sharing data is to provide two or three top level metrics that talk about
performance from search, the contribution to a e-commerce or
lead gen KPI and how many conversions
are you seeing from the SEO channel to those ultimate objectives?
You also might slice the date based on the market share you're seeing
from different search engines.
For example, compare the percentage from Google to that of other search engines
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compare the contribution toward revenue goals from each
search engine to determine where you see the greatest efficiency.
Try to break this down into a percentage that ultimately shows you going from
a search engine down through a visit or trial of e-commerce metric
since that can be a very effective story for an executive.
You can also evaluate using advanced analytics at the keyword level.
You can take a bucket of keywords that contribute to particular page or URL and
look at the opportunity of those keywords.
You might be considering metrics such as search volume, competitive positioning
where your competitors are ranking for particular terms differently than yours,
and looking at a bucket of keywords for a particular URL or
product line then comparing performance against other marketing channels.
This is another great way to communicate the value of a particular
keyword focused campaign against initiatives.
As you think about multi channel data analysis, you might want to consider
the contribution of SEO against other channels.
Again this requires a team qualified to deliver this level of insight.
You can gain a sophisticated and complex view to the performance of each marketing
channel by looking at things like direct entries to the website.
SEO performance, paid-search performance, and social or display media.
If you do this month-over-month, you'll see
how that marketing channel contributes to the key objectives of the campaign.
One additional way to consider using advanced analytics is determining
the percentage of contribution of SCO to different type of products.
For example, you may have a product suite that has a small, medium and
large version where it may have a free or paid version.
Look at the contribution of SEO through the various types of factors,
such as size, or customer loyalty.
Dave LloydSenior Manager, Global Search Marketing
