Cómo Crear Informes SEO de Éxito
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Aprende a crear informes SEO que te permitan alcanzar el éxito siguiendo 3 principios para elegir KPIs relevantes, presentar tus datos de forma clara y efectiva y aprovechar principios de narración de los datos para generar el impacto que deseas para alcanzar los objetivos establecidos en el proceso.
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Cómo Crear Informes SEO de Éxito
- 1. #InformesSEO por @aleyda de @orainti CÓMO CREAR INFORMES SEO DE ÉXITO #InformesSEO por @aleyda de @orainti
- 2. #InformesSEO por @aleyda de @orainti Seguramente no te convertiste en SEO por el amor a los informes…
- 3. #InformesSEO por @aleyda de @orainti La creación de informes es de las actividades menos favoritas de los SEOs https://twitter.com/aleyda/status/1492098492298403840
- 4. #InformesSEO por @aleyda de @orainti https://seomba.substack.com/p/your-boss-cares-about-reporting-more Pero es como los tomadores de decisiones valoran el proceso SEO
- 5. #InformesSEO por @aleyda de @orainti La efectividad de tus informes SEO puede ser la diferencia entre ser destituida, u obtener recursos
- 6. #InformesSEO por @aleyda de @orainti Pero muchos informes SEO son compilaciones de dashboards generados de forma automática
- 7. #InformesSEO por @aleyda de @orainti 41% de los SEOs preguntados dijo usar solo Dashboards para sus informes https://twitter.com/aleyda/status/1459202085715591174
- 8. #InformesSEO por @aleyda de @orainti Algunos datos de tus dashboards serán incluidos, pero no reemplazan informes https://chartio.com/blog/dashboards-vs-reports-how-theyre-the-same-how-theyre-different/ REPORT DASHBOARD A visualization tool that contains the most important up- to date metrics on a topic/area, used for performance monitoring. Document featuring a collection of cleaned/sorted data (text, graphs, charts) with explanations, used for periodic analysis of single or many areas.
- 9. #InformesSEO por @aleyda de @orainti Usar solamente dashboards SEO sin personalización, es contraproducente Non-Meaningful Metrics to track actual progress ISSUES CONSEQUENCES No Insights, analysis nor outcome actions Irrelevant KPIs recipients don’t care about nor understand Lack of prioritization Unclear Data Presentation Confusion about actual SEO goals achievement No Visibility of SEO activities progress Lack of vision about what’s causing lack of goals achievement Uncertainty regarding next steps and needs to achieve goals Distrust of SEO
- 10. #InformesSEO por @aleyda de @orainti Y aunque algunos SEOs añaden métricas de negocios a informes… https://twitter.com/aleyda/status/1459202085715591174
- 11. #InformesSEO por @aleyda de @orainti Y también añaden comentarios https://twitter.com/aleyda/status/1459202085715591174
- 12. #InformesSEO por @aleyda de @orainti Los dashboards SEO (aún personalizados) no alcanzan los objetivos de los informes COMUNICAR RESULTADOS EXPLICAR CAUSA DE RESULTADOS GENERAR ACCIÓN PARA ALCANZAR OBJETIVOS SOLO ESTE PARCIALMENTE
- 13. #InformesSEO por @aleyda de @orainti Especialmente cuando muchos de los SEOs no presentan sus propios informes https://twitter.com/aleyda/status/1459202085715591174
- 14. #InformesSEO por @aleyda de @orainti Los informes SEO deben comunicar la evolución hacia los objetivos… 3. CÓMO 2. POR QUÉ 1. QUÉ CÓMO SE VAN A ALCANZAR LOS OBJETIVOS QUÉ HA SIDO ALCANZADO VS LO ESPERADO POR QUÉ ES ESTE EL RESULTADO HASTA AHORA
- 15. #InformesSEO por @aleyda de @orainti … Explicar el por qué la evolución es la que es vs la que se esperaba 2. POR QUÉ QUÉ HA SIDO ALCANZADO VS LO ESPERADO POR QUÉ ES ESTE EL RESULTADO HASTA AHORA 3. CÓMO CÓMO SE VAN A ALCANZAR LOS OBJETIVOS 1. QUÉ
- 16. #InformesSEO por @aleyda de @orainti Para establecer acciones y solicitar apoyo para alcanzar los objetivos 3. CÓMO 2. POR QUÉ CÓMO SE VAN A ALCANZAR LOS OBJETIVOS QUÉ HA SIDO ALCANZADO VS LO ESPERADO POR QUÉ ES ESTE EL RESULTADO HASTA AHORA 1. QUÉ
- 17. #InformesSEO por @aleyda de @orainti Si, existen restricciones de tiempo y necesitas hacer informes rápidos, pero… https://twitter.com/aleyda/status/1459202085715591174
- 18. #InformesSEO por @aleyda de @orainti La generación de informes se hace solo una vez al mes https://twitter.com/aleyda/status/1459202085715591174
- 19. #InformesSEO por @aleyda de @orainti Te mostraré cómo hacer informes SEO exitosos con algunas preguntas y recursos
- 20. #InformesSEO por @aleyda de @orainti COMUNICAR RESULTADOS EXPLICAR CAUSA DE RESULTADOS GENERAR ACCIÓN PARA ALCANZAR OBJETIVOS Vamos a crear informes SEO efectivos que alcancen estos 3 objetivos…
- 21. #InformesSEO por @aleyda de @orainti KPIS RELEVANTES PRESENTACIÓN DE DATOS CLARA NARRACIÓN DE DATOS COMUNICAR RESULTADOS EXPLICAR CAUSA DE RESULTADOS GENERAR ACCIÓN PARA ALCANZAR OBJETIVOS Siguiendo 3 principios durante el proceso
- 22. #InformesSEO por @aleyda de @orainti Comienza usando sólo KPIs relevantes que comuniquen los resultados KPIS RELEVANTES PRESENTACIÓN DE DATOS CLARA STORYTELLING DE DATOS COMUNICAR RESULTADOS EXPLICAR CAUSA DE RESULTADOS GENERAR ACCIÓN PARA ALCANZAR OBJETIVOS
- 23. #InformesSEO por @aleyda de @orainti Evita usar métricas propietarias poco confiables y difíciles de conectar con objetivos
- 24. #InformesSEO por @aleyda de @orainti No incluyas a informes todo lo que monitorices, solo KPI conectados a objetivos SEO que le interesan a la audiencia AL CMO LE INTERESARÁ ESTO ESTO SOLO CONFUNDIRÁ AL CMO
- 25. #InformesSEO por @aleyda de @orainti En su lugar, tus informes deben de incluir los KPIs de la evolución hacia objetivos +50% SEO Process ROI in 12 months GOAL SEO Process ROI KPI Organic Search Revenue
- 26. métricas SEO relevantes +50% SEO Process ROI in 12 months GOAL SEO Process ROI KPI Organic Search Revenue SEO related Cost (Consulting, resources) METRICS 1st in Organic Search Traffic marketshare in 12 months Organic Search Traffic marketshare Website Organic search traffic Competitors Organic search traffic PROGRESS TO BE SHOWN VIA TO BE CALCULATED WITH
- 27. #InformesSEO por @aleyda de @orainti CEO/CMO/NON- TECHNICAL CLIENT SEO TEAM HEAD OF SEO / TECHNICAL CLIENT Comienza estableciendo la audiencia de tus informes SEO: ¿A quién informarás? OTHER AREAS STAKEHOLDERS (EG. TECH, UX) MANAGEMENT/DECISION MAKERS OPERATIONAL STAKEHOLDERS
- 28. #InformesSEO por @aleyda de @orainti What’s the ROI? What’s the revenue? What’s our traffic marketshare? Cada grupo querrá responder a diferentes preguntas sobre el proceso SEO What’s the ROI? What’s the revenue? What’s our traffic marketshare? How are we ranking? Are we gaining backlinks? Is new content attracting traffic? What’s our traffic marketshare? How are we ranking? Are we gaining backlinks? Is new content attracting traffic? Are key pages getting indexed? Are key pages getting crawled? What’s our traffic marketshare? How are we ranking? How’s the crawl budget trend? Is page speed better? Are key pages getting indexed? Are key pages getting crawled? CEO/CMO/NON- TECHNICAL CLIENT SEO TEAM HEAD OF SEO / TECHNICAL CLIENT OTHER AREAS STAKEHOLDERS (EG. TECH, UX) MANAGEMENT/DECISION MAKERS OPERATIONAL STAKEHOLDERS
- 29. #InformesSEO por @aleyda de @orainti Pregunta a los stakeholders sobre los objetivos SEO que deseen dar seguimiento Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets Make sure these are actual goals that have been set for the SEO process and there are actions to be executed that are connected to their achievement.
- 30. #InformesSEO por @aleyda de @orainti Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets Estos deben ser objetivos SMARTER conectando esfuerzo SEO con objetivos SMARTER Specific [Significant] Measurable [Meaningful] Attainable [Action Oriented] Relevant [Rewarding] Time-Bound [Trackable] Evaluated [Ethical] Reviewed [Rewarding]
- 31. #InformesSEO por @aleyda de @orainti Pueden ser operacionales u orientados a negocios, dependiendo del stakeholder Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets COMMUNICATION SOFTWARE COMPANY INCREASE 150% SALES FOR COMMUNICATION SOFTWARE BY REMOTE PROFESSIONALS INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF COMMUNICATION SOFTWARE FOR REMOTE WORKERS GROW 250% ORGANIC SEARCH TRAFFIC TO COMMS SOFTWARE LISTINGS, COMPARISONS, REVIEWS AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY SOFTWARE LISTINGS AND COMPARISONS PAGES TAKE INTO TOP 10 PILLAR PAGES OF COMMS SOFTWARE FOR REMOTE PROFESSIONALS …. 1. YOU’RE TRYING TO GET THIS 2. TO OBTAIN THIS! Business SEO Goals [What Decision Makers care About] Operational SEO goals [What SEOs care about] BIZ GOALS BIZ & OPERATIONAL GOALS
- 32. #InformesSEO por @aleyda de @orainti Acuerda qué preguntas sobre el progreso de objetivos deben ser contestadas Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets Make sure these are relevant, useful questions to ask when assessing progress towards SEO goals.
- 33. #InformesSEO por @aleyda de @orainti Una vez que tengas las preguntas será más fácil establecer los KPIs a incluir Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets Ensure that these KPIs will actually allow you to answer the goals progress related questions, otherwise they might not be relevant to include.
- 34. #InformesSEO por @aleyda de @orainti Así como las métricas a obtener y medir para calcular los KPIs Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets If you can’t establish meaningful metrics to calculate KPIs and answer goal progress questions, then the goal might not be a SMARTER one!
- 35. #InformesSEO por @aleyda de @orainti Asegúrate que las fuentes de las métricas sean confiables y los stakeholders confíen Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets Establish a couple of methods to gather the same data for consistency check
- 36. #InformesSEO por @aleyda de @orainti ¿Es difícil garantizar la exactitud de algunos KPI? ¡Asegura la precisión! Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets Accuracy means that the data is correct. Precision means that the data is consistent. https://www.kaushik.net/avinash/emetrics-dc-07-reflections-accuracy-precision-predictive-analytics/
- 37. #InformesSEO por @aleyda de @orainti Confirma el alcance, la frecuencia y el formato a presentar el informe Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets
- 38. #InformesSEO por @aleyda de @orainti Establece las expectativas sobre la frecuencia y evitar informes innecesarios Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets There’s no point on doing weekly reports if there won’t be meaningful changes during this period of time due to SEO nature and frequency of releases
- 39. #InformesSEO por @aleyda de @orainti Ahora ya puedes comenzar a coleccionar los datos para hacer tus informes SEO Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets
- 40. #InformesSEO por @aleyda de @orainti Solo con los KPIs relevantes para cada audiencia, y métricas que entiendan Audience Goals they Care About Goals Progress Questions KPIs to Report Metrics to Use Data Source Scope Frequency Format CEO CMO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Analytics Web Traffic Tool Website Level Per Product line Quarterly Presentation Deck Conference Call Head of SEO +50% SEO Process ROI in 12 months +80% Organic Search Revenue in 12 months 1st in Organic Search Traffic marketshare in 12 months +200% Non-Branded Commercial Search Traffic in 12 months Top 10 in Targeted Queries Rankings in 12 months +20% Promoted pages Backlinks in 12 months All Optimized Key pages indexability in 6 months All Optimized Key pages crawlability in 6 months What’s the organic search ROI? What’s the organic search revenue? What’s our organic search traffic marketshare? What’s our non-branded commercial traffic? How are we ranking for targeted queries? What are the promoted pages backlinks? How are we indexing key pages? How are we crawling key pages? SEO Process ROI YoY Organic Search Revenue YoY Organic Search Traffic marketshare position Non-branded commercial traffic YoY Targeted queries rankings YoY Promoted pages backlinks YoY Key pages indexed 6 months trend Key pages crawled 6 months trend Organic Search Revenue SEO related Cost (Consulting, resources) Website Organic search traffic Competitors Organic search traffic Non-Branded Commercial organic traffic Organic search rankings Backlinks per pages Ranked Pages Indexed Pages Crawled Pages Analytics Web Traffic Tool Search Console Rank Tracker Backlink Tool SEO Crawler Website Level Per Product line Per Category Per Page Type Monthly Presentation Deck Conference Call Google Sheets
- 41. #InformesSEO por @aleyda de @orainti Aquí tienes versión en Google Sheet del Planificador de Informes SEO https://docs.google.com/spreadsheets/d/1g88EW02BRQGtaHQQ6wohL0jUVrSqcozaLUcTqbveNfQ/view?usp=sharing
- 42. #InformesSEO por @aleyda de @orainti Asegura una presentación clara de los KPIs que faciliten conocer su progreso KPIS RELEVANTES PRESENTACIÓN DE DATOS CLARA NARRACIÓN DE DATOS COMUNICAR RESULTADOS EXPLICAR CAUSA DE RESULTADOS GENERAR ACCIÓN PARA ALCANZAR OBJETIVOS
- 43. #InformesSEO por @aleyda de @orainti No se trata de hacer un informe bonito, sino fácil de entender Top Ranked Queries Bonito pero difícil de entender
- 44. #InformesSEO por @aleyda de @orainti vs ¿Han las visitas del último trimestre mejorado 30% YoY? Difícil de Entender A veces un sólo valor numérico facilitará entender los resultados mejor que una gráfica de serie Fácil de Entender
- 45. #InformesSEO por @aleyda de @orainti https://scalefresh.com/cheatsheet-for-charts/ + https://www.tapclicks.com/resources/blog/guided-visualization/ ¿Cuál es la historia que tus datos están tratando de presentar? ¿A quién presentarás los resultados? ¿Cuántas categorías de datos y puntos tienes que presentar? ¿Debe mostrar valores a lo largo del tiempo o entre grupos? Identifica la mejor forma de visualizar los datos para cada KPI con preguntas
- 46. #InformesSEO por @aleyda de @orainti vs Difícil de Entender Fácil de Entender Prueba con datos reales a contestar las preguntas sobre objetivos de KPIs ¿Cuál es el porcentaje de tráfico de marca? ¿Ha crecido a 20% después de un año? OBJETIVO: 20% de porcentaje de tráfico de marca en un año
- 47. #InformesSEO por @aleyda de @orainti Comunica un KPI por gráfico para evitar confundir a la audiencia Difícil de Entender ¿Han las visitas e impresiones aumentado YoY en el último mes? Fácil de Entender vs
- 48. #InformesSEO por @aleyda de @orainti Elimina decoración e información que no ayude a contestar la pregunta sobre el objetivo de cada KPI ¿Cuáles son los top 10 términos y sus posiciones medias? vs
- 49. #InformesSEO por @aleyda de @orainti Añade la fuente de datos de cada gráfico para evitar las dudas o desconfianza What’s the branded traffic share? Has it grown to 20% after a year? Website Traffic January - December 2021 Source: Google Search Console De dónde vienen los datos
- 50. #InformesSEO por @aleyda de @orainti Etiqueta siempre los elementos del gráfico de forma clara y directa para facilitar una comprensión rápida vs Fácil de Decir Difícil de Decir What’s the branded traffic share? Has it grown to 20% after a year?
- 51. #InformesSEO por @aleyda de @orainti Incluye la pregunta a responder con cada KPI como título del gráfico para facilitar su comprensión Non-Branded vs. Branded Traffic ¿Cuál es el por de tráfico de marca? ¿Ha crecido a 20% después de un año? vs ¿Qué pregunta sobre la evolución de objetivos se contesta con el gráfico? Fácil de Decir Difícil de Decir
- 52. #InformesSEO por @aleyda de @orainti Usa el color con intención, para facilitar la comprensión de la progresión de los KPI vs ¿Están los resultados mejorando con el tiempo? Fácil de Decir Difícil de Decir
- 53. #InformesSEO por @aleyda de @orainti https://docs.google.com/spreadsheets/d/1g88EW02BRQGtaHQQ6wohL0jUVrSqcozaLUcTqbveNfQ/view#gid=2882816 Aquí un Google Sheet con un Checklist para una presentación de datos clara
- 54. #InformesSEO por @aleyda de @orainti Usa la narración de datos para explicar e incentivar acción con los informes SEO KPIS RELEVANTES PRESENTACIÓN DE DATOS CLARA NARRACIÓN DE DATOS COMUNICAR RESULTADOS EXPLICAR CAUSA DE RESULTADOS GENERAR ACCIÓN PARA ALCANZAR OBJETIVOS
- 55. #InformesSEO por @aleyda de @orainti https://www.forbes.com/sites/brentdykes/2016/03/31/data-storytelling-the-essential-data-science-skill-everyone-needs/ La narración de datos crea historias convincentes para ayudar a las audiencias a comprender y generar acción
- 56. #InformesSEO por @aleyda de @orainti Ten cuidado de no tergiversar los datos que lleven a conclusiones erróneas si https://ppcexpo.com/blog/storytelling-with-data Cherry-pick data Manipulate scale Be inconsistent Show the Whole Picture Give Full Visual Context Keep visuals & language consistent across report DON’T DON’T DON’T DO DO DO
- 57. #InformesSEO por @aleyda de @orainti Explica e impulsa la acción sin engaños, incluso si los resultados no son positivos, para mantener la confianza 2021 2020 What’s the site organic search traffic trend? What’s the site organic search traffic trend? vs Q3 2021 Q4 2021 The site organic search traffic has had a strong +39% growth in Q4 2021 versus Q3, in a steady trend to achieve goals of 30% YoY in 2022. The site organic search traffic had a -8.3% decrease in 2021 vs 2020 due to drop in Q2 and Q3 2021after being hit by Google Core Updates. However, content optimization efforts started in May and thanks to them the site started to recover in Q4 and has now a steady positive trend and is expected to fully in January 2022. If content optimization efforts continue to be made for the positive performance to be kept through 2022, the 30% YoY traffic goal for 2022 should be achievable. A bit misleading More accurate April Google Update Content Optimization Process June Google Update
- 58. #InformesSEO por @aleyda de @orainti Los resultados negativos no tienen que dañar el proceso. Muestra que conoces su causa y qué hacer
- 59. #InformesSEO por @aleyda de @orainti https://towardsdatascience.com/how-to-build-a-narrative-from-data-85e327940c13 Usa la estructura de 3 actos para una narrativa convincente para cada KPI ¿QUÉ PASÓ? ¿POR QUÉ PASÓ? ¿CÓMO PROCEDER? ORIGEN CONFLICTO RESOLUCIÓN
- 60. #InformesSEO por @aleyda de @orainti La presentación: Describe “qué pasó” con cada resultado de KPI vs lo esperado What’s the branded traffic share? Website Traffic January - December 2021 Source: Google Search Console December Branded traffic Share reached 28.9% but Still Fell Short from 30% Goal Despite an important increase from 8% to 28.9% in the last month, December’s branded traffic share results have fell short from the 30% goal. Goal: 30% branded traffic share by December Audience: CEO/CMO KPI: Branded Traffic Share …. HEADING KPI CHART DESCRIPTION
- 61. #InformesSEO por @aleyda de @orainti El Conflicto: Explica el por qué detrás de los resultados, positivos o negativos December Branded traffic Share reached 28.9% but Still Fell Short from 30% Goal Despite an important increase from 8% to 28.9% in the last month, December’s branded traffic share results have fell short from the 30% goal. Why have we fell short? The “Branded Content” initiative meant drive the increase of branded traffic share suffered a 4 months delay: Planned to be released in March 2021, faced UX & development constraints, only launching 40% of planned content then, leaving 60% to be launched until October, leaving too little time to see the full results for December. Goal: 30% branded traffic share by December Audience: CEO/CMO KPI: Branded Traffic Share CAUSE What’s the branded traffic share? Website Traffic January - December 2021 Source: Google Search Console Partial 1st Release Partial 2nd Release ADD LABELS/ HIGHLIGHT IN CHART ….
- 62. #InformesSEO por @aleyda de @orainti La Resolución: ¿Cómo proceder para alcanzar el objetivo esperado? Goal: 30% branded traffic share by December Audience: CEO/CMO KPI: Branded Traffic Share What’s the branded traffic share? Website Traffic January - December 2021 Source: Google Search Console December Branded traffic Share reached 28.9% but Still Fell Short from 30% Goal Despite an important increase from 8% to 28.9% in the last month, December’s branded traffic share results have fell short from the 30% goal. Why have we fell short? The “Branded Content” initiative meant drive the increase of branded traffic share suffered a 4 months delay: Planned to be released in March 2021, faced UX & development Partial 1st Release Partial 2nd Release constraints, only launching 40% of planned content then, leaving 60% to be launched until October, leaving too little time to see the full results for December. How to achieve the expected goal? Given the release delays, it’s expected to reach the +30% branded traffic share in January, a month later than what was initially planned, however, this also means a delay in the expected +50% goals for next year for which the “Commercial Branded Content” initiative had been planned to release in March. It’s then recommended to launch them in January instead, to catch up with expected results. RECOMMENDATIONS
- 63. #InformesSEO por @aleyda de @orainti Ahora ya tienes los pasos para usar con cada KPI Goal: X% of [METRIC] by [DATE] Audience: [ROLE] KPI: [KPI NAME] [DESCRIPTIVE KPI PROGRESS SUMMARIZING HEADING] Introduction explaining what happened and if the expected results have been achieved or not. Why [THE RESULT IS THE ONE IT IS]? Explain why this happened, good or bad. How to achieve the expected goal? Summarize the proposed next steps to start, continue or stop executing to achieve the expected goal. RESOLUCIÓN CONFLICTO ORIGEN KPI CHART
- 64. #InformesSEO por @aleyda de @orainti Es hora de estructurar tu informe SEO, incluyendo una página para cada KPI PAGE 1 PAGE 2 PAGE 3 KPI 1 KPI 2 KPI 3
- 65. #InformesSEO por @aleyda de @orainti … organiza las páginas para comenzar con KPIs más importantes para la audiencia PAGE 1 PAGE 2 PAGE 3 KPI 3 KPI 2 KPI 1
- 66. #InformesSEO por @aleyda de @orainti Añade un apéndice de datos al final con evidencia adicional a referir Data Appendix PAGE 1 PAGE 2 PAGE 3 KPI 3 KPI 2 KPI 1
- 67. #InformesSEO por @aleyda de @orainti Incluye resumen ejecutivo al inicio, con los principales resultados y acciones por KPI Executive Summary Data Appendix PAGE 1 PAGE 2 PAGE 3 KPI 3 KPI 2 KPI 1 KPI 3 KPI 1 KPI 2 SEO Goals Progress Overview Setup Conflict Resolution Setup Conflict Resolution Setup Conflict Resolution Conclusion
- 68. #InformesSEO por @aleyda de @orainti Debe ser conciso pero incluir lo suficiente como para ser un resumen del informe Executive Summary Data Appendix PAGE 1 PAGE 2 PAGE 3 KPI 3 KPI 2 KPI 1 KPI 3 KPI 1 KPI 2 The executive summary should be the last to write and add to the report. Write it using a shorter version of the 3 act structure to keep the audience engaged and incentivized to learn more and take action. Setup Conflict Resolution Setup Conflict Resolution Setup Conflict Resolution SEO Goals Progress Overview Conclusion
- 69. #InformesSEO por @aleyda de @orainti Usa esta estructura para el informe SEO y facilitar la narración de datos Executive Summary PAGE 1 PAGE 2 PAGE 3 KPI 3 KPI 2 KPI 1 KPI 3 KPI 1 KPI 2 SEO Goals Progress Overview Setup Conflict Resolution Setup Conflict Resolution Setup Conflict Resolution Conclusion Data Appendix SEO REPORT STRUCTURE
- 70. #InformesSEO por @aleyda de @orainti Descarga el template del informe SEO en Google Slides https://docs.google.com/presentation/d/1jFumv0jI0tAfnkIkbEu8x5JwuOq_k93sVcWe5vZMeR0/edit?usp=sharing
- 71. #InformesSEO por @aleyda de @orainti Y recuerda, debes presentar el informe para facilitar comprensión y obtener feedback
- 72. #InformesSEO por @aleyda de @orainti Es difícil hacer llamada para presentarlo? Graba y envía vídeo con el informe Use Streamyard, Loom or Zoom
- 73. #InformesSEO por @aleyda de @orainti Ahora ya sabes que principios seguir para informes SEO que alcancen objetivos KPIS RELEVANTES PRESENTACIÓN DE DATOS CLARA NARRACIÓN DE DATOS COMUNICAR RESULTADOS EXPLICAR CAUSA DE RESULTADOS GENERAR ACCIÓN PARA ALCANZAR OBJETIVOS
- 74. #InformesSEO por @aleyda de @orainti ¿Mucho trabajo cada mes?
- 75. #InformesSEO por @aleyda de @orainti Recuerda que se trata de la costo efectividad del proceso SEO y la satisfacción del cliente
- 76. #InformesSEO por @aleyda de @orainti Comienza poco a poco con algunos informes para mostrar impacto y obtener apoyo
- 77. #InformesSEO por @aleyda de @orainti orainti.com Gracias Soy Aleyda Solis * Consultora SEO y Fundadora de Orainti & Remoters * Conferenciante SEO en +100 eventos en +20 países * Host de Crawling Mondays * Editora Newsletter #SEOFOMO * Creadora de LearningSEO.io * Autora “SEO. Las Claves Esenciales.” * Personalidad Search en Europa del 2018