Jen Hoffman's SearchLeeds talk ran through the business value of SEO. Jen explains how SEOs tend to have trouble showing the value of their work internally to stakeholders & decision makers. To overcome this we must explain we need to become customer obsessed, report on business impact metrics and make friends with your Devs.

1. Jennifer Hoffman
Marketing Director
@_JHoff
THE BUSINESS VALUE OF
TECH SEO
@_JHoff #SearchLeeds19

2. Key Finding:
SEOs tend to have
trouble showing the
value of their work
internally to
stakeholders & decision
makers.
CUSTOMER INTERVIEWS
@_JHoff #SearchLeeds19

3. Become customer obsessed
Three Solutions
Report on business impact metrics
Make friends with your Devs
@_JHoff #SearchLeeds19

4. Become Customer
Obsessed.
Think about your user journeys.
@_JHoff #SearchLeeds19

5. CUSTOMER EXPECTATIONS
@_JHoff #SearchLeeds19Img: https://www.deepcrawl.com/blog/white-papers/site-speed-performance-guide/

6. SPEED IMPACT
@_JHoff #SearchLeeds19Img: 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

7. SITE NAVIGATION & STRUCTURE
@_JHoff #SearchLeeds19Img: https://www.marketingcharts.com/industries/retail-and-e-commerce-83523/attachment/namagoo-elements-great-online-shopping-experience-may2018

8. Understand Business
Impact Metrics.
What are the business goals?
@_JHoff #SearchLeeds19

9. SEO METRICS
@_JHoff #SearchLeeds19
Sessions/Users
Domain
Authority
Number of
links
Rankings Pages/Sessions Crawl Errors
Exit Pages
Content
Performance

10. BUSINESS IMPACT METRICS
CR AOV LTV CAC
Conversion Rate Average Order Value Lifetime Value Customer Acquisition
Cost
@_JHoff #SearchLeeds19

11. VISUALIZE THE DATA
Data Studio
Klipfolio
Tableau
Google Sheets
Utilize a dashboard to
visualize your work:
@_JHoff #SearchLeeds19

12. DATA STUDIO
@_JHoff #SearchLeeds19

13. KLIPFOLIO
@_JHoff #SearchLeeds19Img: https://www.klipfolio.com/resources/dashboard-examples/business/real-time-dashboards

14. Make Friends With
Your Dev Team.
What challenges can you solve together?
@_JHoff #SearchLeeds19

15. EMBRACE THE DEVS
@_JHoff #SearchLeeds19

16. DEV ALIGNMENT
Understand how they prefer to
work.
Understand their current workflow.
Identify opportunities to automate
processes.
Humanize things - Buy them a
beer!
How can you align your team
with your Dev team?
@_JHoff #SearchLeeds19

17. TOOLS
A great way to reduce the friction with Devs, use workflow automation tools.
@_JHoff #SearchLeeds19

18. DEV SURVEY
Pain points: Not enough time
Most Enjoyable: Problem solving
Success Measurement: How much
gets accomplished
And working with SEO’s …..
Feedback about their jobs:
(Sound familiar??)
@_JHoff #SearchLeeds19

19. DEV SURVEY
‘ They annoy me! ’
@_JHoff #SearchLeeds19

20. Become customer obsessed
See the bigger
picture
Report on business impact metrics
Make friends with your Devs
@_JHoff #SearchLeeds19

21. Made.com
CLIENT CASE STUDY
@_JHoff #SearchLeeds19

22. BIZ CHALLENGES
Management: Revenue has dropped
off
Head of Marketing: Traffic has dropped
off
Customer: I can’t find what I’m looking
for
What happened?
@_JHoff #SearchLeeds19

23. SEO CHALLENGES
Diluted Authority
Poor Site Navigation
Not Secure/ HTTP Protocol
Internationalizatio
n
Diagnosing the issue.
@_JHoff #SearchLeeds19

24. THE RESULTS
42% YoY
Increase in
New Users
31% YoY &
60% MoM
Increase in Organic
Search Revenue
@_JHoff #SearchLeeds19

25. The big winner!
Direct business impact!
@_JHoff #SearchLeeds19

26. Become customer obsessed
Final Thoughts
@_JHoff
Report on business impact metrics
Make friends with your Devs
#SearchLeeds19

27. 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
@_JHoff #SearchLeeds19
Google Dev Blog- Why Performance Matters: http://bit.ly/Perf_Matters

28. Jennifer Hoffman
Marketing Director
@_JHoff
THANK YOU
@_JHoff #SearchLeeds19