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The Future of SEO Reporting

Dave Currier
SEO Manager @ Vital Design
2 Main Types of Reports
Reports for Clients

• Easy to understand
• 10,000ft view

Reports for SEO’s

• Complex Data
• Very specific
Keyword Ranking Reports
On-Page Analysis Reports
Link Reports
What
Questions
are we trying
to answer?
Recap of Monthly Blog Posts
Form Submissions
SEO’s Use Reports
to Answer Different
Questions
“The better the
metrics, the higher
the rank.”
Important Metrics to SEO’s
•
•
•
•
•
•
•

Keyword rank
Page views
Visits
Conversions
Micro-conversions
CTR
Bounce rate
Reporting Tools
(Not Provided)
(Not Provided)
How To Find Not Provided Data
• Inferring keyword data from other search
engines
• Inferring data using custom GA filters
• Estimating keyword traffic based on
search volume
Adwords Data
So What is the future of
SEO Reporting?
Within 5 Years
• Algorithmic changes cause keyword
tracking to be completely subjective
• Specific keyword data is completely gone,
and Adwords uses extremely broad
keywords for reporting purposes.
• On-page behavior metrics vastly improve
– Google analytics integrates key features
of paid alternatives.
Important Metrics to SEO’s
Questions?

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The Future of SEO Reporting

Hinweis der Redaktion

  1. Talk about the present before the future.
  2. Its important to understand that the client doesn’t “see” improved bounce rate, page-stay, etc. They can see new CTA’s across the site, new pages we’ve built, more conversions, etc.
  3. This is data the client can understand. They have a noticeably higher amount of interactions with leads due to submissions, and its good to point this out.They correlate their success to your success.
  4. If clients use reports to understand what you’re doing to their site, what do SEO’s use reports for?
  5. We’re looking at metrics, most of the time page specific.
  6. So How do we get these metrics
  7. What do we use this data for? Just how important is it?
  8. A lot of people have come up with some neat ideas.
  9. Adwords gives some pretty specific keyword detailsYou should be using adwords to test keywords before investing in creating content and links to rank for a keyword.
  10. Predictions within the next 5 years… probably sooner.Keyword ranking software will need to be really sophisticated in order to be accurate
  11. User bahavior