⚡️ SEO NIGHT W/ ROCKET INTERNET ⚡️ SEO can be quite daunting. There are many variables that have to be taken into consideration: the structuring of the platform, the proper usage of keywords, adequate content creation …...   WHAT STOPS YOU FROM GROWING w/ Stephan Reiss It’s not Google, it’s you - How bad data interpretation, missing ownership, and wrong communication are blocking your SEO success. ⌾ Stephan Reiss is VP Marketing at Rocket Internet SE and freelance SEO consultant. With over 15 years of experience in online marketing and public relations, he is laying out the SEO strategies for Rocket's ventures. Stephan is also coaching the founders and supporting SEO Heads to build a sustainable in-house force that is able to communicate and work across channels and departments.

1. What Stops You From Growing
It’s not Google, it’s you.
How bad data interpretation, lack of ownership
and missing workflows are blocking your SEO success
Stephan Reiss, VP Marketing Rocket Internet SE

2. 2
https://www.linkedin.com/in/reiss/

3. Index
01 Wrong Data Interpretation
02 Ownership & Workflow
03 Summary

4. 1. Wrong Data Interpretation
4
Market & Competitor Research Using Similarweb

5. 1. Wrong Data Interpretation
5
Using SEO tools to understand visibility

6. 1. Wrong Data Interpretation
5
Using SEO tools to understand visibility

7. 1. Wrong Data Interpretation
5
Using SEO tools to understand visibility

8. 1. Wrong Data Interpretation
6
Google Trends

9. 1. Wrong Data Interpretation
6
Google Trends

10. 1. Wrong Data Interpretation
6
Google Trends
Sources: http://tom.alby.de/5-gruende-warum-du-google-trends-falsch-verstehst/
https://medium.com/@dannypage/stop-using-google-trends-a5014dd32588#.kygpnq7gu

11. 1. Wrong Data Interpretation
7
Build and archive your own data

12. 1. Wrong Data Interpretation
8
Still judging channel performance via last click attribution

13. 1. Wrong Data Interpretation
9

14. 1. Wrong Data Interpretation
9
SEO performance has to justify its „last
click“ results while many touchpoints
exist

15. 1. Wrong Data Interpretation
9
SEO performance has to justify its „last
click“ results while many touchpoints
exist
And many goals/micro conversions can be
utilized to understand value/function of
channel/traffic

16. 2. Ownership & Workflow
10

17. 2. Ownership & Workflow
11

18. 2. Ownership & Workflow
12

19. 2. Ownership & Workflow
13

20. 2. Ownership & Workflow
13
Who influences the SEO Performance?

21. 2. Ownership & Workflow
13
Who influences the SEO Performance?
• You

22. 2. Ownership & Workflow
13
Who influences the SEO Performance?
• You
• Users

23. 2. Ownership & Workflow
13
Who influences the SEO Performance?
• You
• Users
• Competitors (well, the whole internet)

24. 2. Ownership & Workflow
13
Who influences the SEO Performance?
• You
• Users
• Competitors (well, the whole internet)
• Search Engines

25. 2. Ownership & Workflow
13
Who influences the SEO Performance?
• You
• Users
• Competitors (well, the whole internet)
• Search Engines
• Data Provider => Influence How You Perceive Your SEO Performance

26. 2. Ownership & Workflow
14

27. 2. Ownership & Workflow
15

28. 2. Ownership & Workflow
15

29. 2. Ownership & Workflow
15
Sources
https://www.seoreseller.com/blog/organic-traffic-increased-300-percent-in-6-months
https://medium.com/analytics-for-humans/a-beginners-guide-to-cohort-analysis-the-most-actionable-and-underrated-report-on-
google-c0797d826bf4

30. 2. Ownership & Workflow
16

31. 2. Ownership & Workflow
16
- Own tracking: Communicated and provide context (Google Analytics Annotations)

32. 2. Ownership & Workflow
16
- Own tracking: Communicated and provide context (Google Analytics Annotations)
- User behavior: Check year over year, direct, and adwords traffic

33. 2. Ownership & Workflow
16
- Own tracking: Communicated and provide context (Google Analytics Annotations)
- User behavior: Check year over year, direct, and adwords traffic
- Identify loss by separating offer types (SEO Landing Pages)

34. 2. Ownership & Workflow
16
- Own tracking: Communicated and provide context (Google Analytics Annotations)
- User behavior: Check year over year, direct, and adwords traffic
- Identify loss by separating offer types (SEO Landing Pages)
=> Create Automated Dashboards + Alerts for all Channels<=

35. 2. Ownership & Workflow
16
- Own tracking: Communicated and provide context (Google Analytics Annotations)
- User behavior: Check year over year, direct, and adwords traffic
- Identify loss by separating offer types (SEO Landing Pages)
=> Create Automated Dashboards + Alerts for all Channels<=
- Onpage Check=> automate this, too (www.testomato.com)

36. 2. Ownership & Workflow
16
- Own tracking: Communicated and provide context (Google Analytics Annotations)
- User behavior: Check year over year, direct, and adwords traffic
- Identify loss by separating offer types (SEO Landing Pages)
=> Create Automated Dashboards + Alerts for all Channels<=
- Onpage Check=> automate this, too (www.testomato.com)
- Check SERPS

37. 2. Ownership & Workflow
16
- Own tracking: Communicated and provide context (Google Analytics Annotations)
- User behavior: Check year over year, direct, and adwords traffic
- Identify loss by separating offer types (SEO Landing Pages)
=> Create Automated Dashboards + Alerts for all Channels<=
- Onpage Check=> automate this, too (www.testomato.com)
- Check SERPS
- Check SEO Tools

38. 2. Ownership & Workflow
16
- Own tracking: Communicated and provide context (Google Analytics Annotations)
- User behavior: Check year over year, direct, and adwords traffic
- Identify loss by separating offer types (SEO Landing Pages)
=> Create Automated Dashboards + Alerts for all Channels<=
- Onpage Check=> automate this, too (www.testomato.com)
- Check SERPS
- Check SEO Tools
99.99% of the time it is not a Google update so
know when to stop reading these articles.

39. 3. Summary
17

40. 3. Summary
17
- Rely on your own data: Build your own data. Archive the knowledge and make it
available to all relevant parties.

41. 3. Summary
17
- Rely on your own data: Build your own data. Archive the knowledge and make it
available to all relevant parties.
- (Don’t follow new SEO KPIs of the Industry)

42. 3. Summary
17
- Rely on your own data: Build your own data. Archive the knowledge and make it
available to all relevant parties.
- (Don’t follow new SEO KPIs of the Industry)
- Inform departments about success they contributed to

43. 3. Summary
17
- Rely on your own data: Build your own data. Archive the knowledge and make it
available to all relevant parties.
- (Don’t follow new SEO KPIs of the Industry)
- Inform departments about success they contributed to
- Automate: Create automated checks and alerts to be able to move forward

44. 3. Summary
17
- Rely on your own data: Build your own data. Archive the knowledge and make it
available to all relevant parties.
- (Don’t follow new SEO KPIs of the Industry)
- Inform departments about success they contributed to
- Automate: Create automated checks and alerts to be able to move forward
- Execute: Build reliable structures and find dedicated owners

45. © 2018 Rocket Internet SE. All rights reserved.