1.
SEO Analytics and Reporting
● Helen Pollitt - ArrowsUp
● Arnout Hellemans - Onlinemarkethink
● Authoritas
Laurence O’Toole
Carrie Shepherd
SEO Jo Blogs

2.
Helen Pollitt Founder of Arrows Up
● SEO and analytics specialist with over a decade’s
experience in digital marketing; working with
clients from start-ups to large multinationals
● Led several agency teams before taking the
plunge to form her own SEO consultancy,
Arrows Up
● Spoken at many marketing conferences about
SEO and teaches a masters in Web Marketing
and Analytics for the University of Kent

3.
Arnout Hellemans - Onlinemarkethink
● Freelance Search and Analytics consultant at
Onlinemarkethink
● In SEO for 10+ years
● Into all things search and analytics
● From Amsterdam
● Married and 3 kids

4.
Top Tips from - Helen Pollitt
● Make sure your traffic is attributed correctly in Google Analytics
○ Common issues include search engines tracking as referrals, Google My
Business traffic not split out from normal organic traffic and the abyss of
“direct” traffic
○ Use filters for incorrectly tracked sources
○ Investigate any “not set” medium or sources, it is probably fixable
○ Exclude bots where possible
● Be formulaic and consistent in UTM usage
○ NEVER USE UTMS ON INTERNAL LINKS, there is never a good reason to
do this. Use GTM instead
○ Keep a standard format for your UTMs
○ Always include the medium
○ UTMs used incorrectly will destroy your data

5.
Top Tips - Helen Pollitt
● When reporting on SEO activity remember the key points:
○ Sitewide bounce rate is a measure of nothing
○ Align your report with your audience’s KPIs
○ Don’t mention algorithms being responsible for traffic drops unless you
are 100% sure
○ Keyword ranking reports are a rod for your own back
○ Peaks and troughs should be investigated in detail:
Is it specific language users?
Is it a particular location?
Is all traffic seeing similar patterns?
Have the SERPs changed?
Has search interest changed?

6.
Top Tips - Arnout Hellemans
● Search Console can be your friend
● 19th of August 2018
● ’Privacy’
● How to get some information back

7.
Top Tips - Arnout Hellemans

8.
Top Tips - Arnout Hellemans
● Don’t filter
● Use Search Analytics for sheets plugin
● Alternatively use BigQuery

9.
Thank you - over to Q and A
● How did you get into Analytics?
● What are the ways to learn more?
● Where can we connect with you?

10.
“Creating Perfect SEO and Content Marketing Strategy”
● Shelley Walsh from ShellShock
● Rishi Lakhani from Fastfwd.com
● Arnout Hellemans
Tuesday 31st March 2020 @ 4 p.m. SEO Advice, tea and cake with...