In this talk, I cover off 3 areas SEOs need to be thinking about as they struggle to convey the value they bring to a larger organization.

1. Jennifer Hoffman
Marketing Director
@_JHoff
THE BUSINESS VALUE OF
TECH SEO
@_JHoff PubCon

2. Key Finding:
SEOs tend to have
trouble showing the
value of their work
internally to
stakeholders & decision
makers.
CUSTOMER INTERVIEWS
@_JHoff PubCon

3. Think Search Experience Optimization
Three Solutions
Report on business impact metrics
Make friends with your Devs
@_JHoff PubCon

4. Understand Business
Impact Metrics.
What are the business goals?
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5. SEO METRICS
Sessions/Users
Domain
Authority
Number of
links
Rankings Pages/Sessions Crawl Errors
Exit Pages
Content
Performance
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6. BUSINESS IMPACT METRICS
CR AOV LTV CAC
Conversion Rate Average Order Value Lifetime Value Customer Acquisition
Cost
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7. VISUALIZE THE DATA
Data Studio
Klipfolio
Tableau
Google Sheets
Utilize a dashboard to
visualize your work:
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8. DATA STUDIO
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9. KLIPFOLIO
Img: https://www.klipfolio.com/resources/dashboard-examples/business/real-time-dashboards
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10. Make Friends With
Your Dev Team.
What challenges can you solve together?
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11. @_JHoff PubCon
Developers keep
building technologies
that we need to learn
how to maintain.

12. JAVASCRIPT USAGE
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13. EMBRACE THE DEVS
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14. DEV ALIGNMENT
Understand how they prefer to work
Prioritization is key
Identify opportunities to automate
processes
Humanize things - Buy them a beer!
How can you align your team
with your Dev team?
@_JHoff PubCon

15. TOOLS
A great way to reduce the friction with Devs, use workflow automation tools.
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16. DEV SURVEY
Pain points: Not enough time
Most Enjoyable: Problem solving
Success Measurement: How much
gets accomplished
Accomplish something great
together!
Feedback about their jobs:
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17. Search Experience
Optimization.
Think about your user journeys.
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18. ALL CHANNELS LEAD TO
YOUR WEBSITE
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19. CUSTOMER EXPECTATIONS
Img: https://www.deepcrawl.com/blog/white-papers/site-speed-performance-guide/
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20. SPEED
IMPACT
Img: Google Dev blog: https://developers.google.com/web/fundamentals/performance/why-performance-matters/
How much revenue are you leaving
on the table by having a slow site?
Test your speed impact:
https://www.thinkwithgoogle.com/feature/testmysite
$763k
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21. SITE NAVIGATION & STRUCTURE
Img: https://www.marketingcharts.com/industries/retail-and-e-commerce-83523/attachment/namagoo-elements-great-online-shopping-experience-may2018
@_JHoff PubCon

22. Search Experience Optimization
See the bigger
picture
Report on business impact metrics
Make friends with your Devs
@_JHoff PubCon

23. Made.com
CLIENT CASE STUDY
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24. BIZ CHALLENGES
Management: Revenue has dropped
Head of Marketing: Traffic has dropped
Customer: I can’t find what I’m looking for
What happened?
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25. SEO CHALLENGES
Diluted Authority
Poor Site Navigation
Not Secure/ HTTP Protocol
Internationalization
Diagnosing the issue.
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26. THE RESULTS
42% YoY
Increase in
New Users
31% YoY
Increase in Organic
Search Revenue
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27. The big winner!
Direct business impact!
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28. Search Experience Optimization
Final Thoughts
Report on business impact metrics
Make friends with your Devs
@_JHoff PubCon

29. RESOURCES
Ultimate Guide to Site Speed: http://bit.ly/SiteSpeedGuide
DeepCrawl & John Mueller Webinar Recap: http://bit.ly/JohnMuellerWebinar
Zapier- Creating automated JIRA tickets: http://bit.ly/JIRAtickets
GDS Dashboards that Inform & Persuade: http://bit.ly/GDSDashboards
Made.com Case Study: http://bit.ly/MADE_com
Google Dev Blog- Why Performance Matters: http://bit.ly/Perf_Matters
@_JHoff PubCon

30. Jennifer Hoffman
Marketing Director
@_JHoff
THANK YOU
@_JHoff PubCon