From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Essential Analytics Reports That SEOs Can't Live Without. PRESENTATION: How to Prove the Value of Your SEO - Given by Erin Everhart, @erinever - The Home Depot, Lead Manager, Digital Marketing - SEO. #SMX #31C

1. #SMX #31C @erinever
The struggle is very real, you guys
How To Prove The Value
Of SEO

2. #SMX #31C @erinever
If you could get me that No. 1 ranking tomorrow,
That’d be great. Thanks.

3. #SMX #31C @erinever
Can you just call Google?

4. #SMX #31C @erinever
It’s not their fault

5. #SMX #31C @erinever
They may recognize SEO as important
via
Pew
Research
Center

6. #SMX #31C @erinever
But their budgets don’t back them up
via
Forrester
Paid
8%
Organic
92%
%
of
Search
Engine
Clicks
Paid
89%
Organic
11%
%
of
Search
Engine
Spend

7. #SMX #31C @erinever
Google doesn’t exactly make it easy

8. #SMX #31C @erinever
Headline

9. #SMX #31C @erinever
Don’t care how. I want it now.

10. #SMX #31C @erinever
There’s an incubation period with SEO

11. #SMX #31C @erinever

12. #SMX #31C @erinever
You have a very small window

13. #SMX #31C @erinever
Take things one bite at a time

14. #SMX #31C @erinever
Show a competitor beating youShow a
competitor
beating you

15. #SMX #31C @erinever

16. #SMX #31C @erinever
Remember when this was all we needed?

17. #SMX #31C @erinever
FOLD
No.
1
????

18. #SMX #31C @erinever
And misattribution? Or “ad” blockers?
via
Search
Engine
Land
&
Groupon

19. #SMX #31C @erinever
Now, we’re drowning in dataWe are drowning
in data now

20. #SMX #31C @erinever

21. #SMX #31C @erinever
And leaves people dumbfounded

22. #SMX #31C @erinever
You need to be in the weeds. They don’t.

23. #SMX #31C @erinever
But geez don’t they love
the keyword planner?

24. #SMX #31C @erinever
This isn’t helping anyone.
via
Avinash
Kaushki

25. #SMX #31C @erinever
News Flash: This isn’t any better folks
via
Avinash
Kaushki

26. #SMX #31C @erinever
Give them information, not data

27. #SMX #31C @erinever
Give them actions, not a laundry list of tactics

28. #SMX #31C @erinever
Show impact on overall business, not just SEO
“Not
my
job”

29. #SMX #31C @erinever
Stop reporting only on
window shoppers

30. #SMX #31C @erinever
Relate visits back to revenue

31. #SMX #31C @erinever
Remember: Online metrics don’t live in a bubble
via
Google
Inside
AdWords

32. #SMX #31C @erinever
Ultimately, just show what’s in it for them

33. #SMX #31C @erinever
SEE YOU AT THE NEXT #SMX
THANK YOU!

34. #SMX #31C @erinever
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