This my presentation from SMX East 2011 that focuses on actionable reports for executives and clients in regard to demonstrating SEO and social media campaign success. This presentation highlights report elements that are helpful for the Higher-Up's to understand what's happening and how to build an ongoing and fruitful relationship.

1. Beyond Rankings: Actionable SEO Reports Your Boss Will Love September 15, 2011

3. Copyright © 1998 Ted Goff www.tedgoff.com

5. Individual Proprietors / Small Businesses

6. Enterprise / Corporate Clients Digital Director VP VP Partner/ C-Level Partner/ C-Level Partner/ C-Level Marketing Manager Web Manager Product Manager Primary Client Secondary Client

7. Rule of Thumb 1 : Empower Your Primary Client

8. Rule of Thumb 2: Make it easy for them to convey easily what’s happening Hint: Don’t wait for them to tell you. Figure it out. Ask questions.

9. No SEO/SMM Mumbo Jumbo

11. And Sometimes… Digital Director VP VP Partner/ C-Level Partner/ C-Level Partner/ C-Level Marketing Manager Web Manager Product Manager Caution: Don’t highlight their LACK of digital knowledge.

12. Show Me The Money…

13. Goals Vs. Metrics

16. What to do when we can’t track a conversion…ugh!

19. Report Format – One Size Does NOT Fit All

20. Exec Summary (1-2 pages) KPI / Metrics (Appendix)

21. KISS Kiss It Simple Stupid

23. Goal 1: Define Goal – Increase online requests (Check Availability form submit) from non-branded search visitors for “corporate housing in Chicago” keyword group. Recommendations – On-page optimization to Chicago pages, including break-out of separate pages for Chicago properties. Launch Chicago corporate travel blog on client domain. Launch travel-blogger outreach campaign using infographic. Secure manual high-quality inbound links. Current Status – Site changes have been completed. Blog has launched with 4 weeks of original content (2 posts per week). Infographic is completed and we’re in conversation with 20 medium-high authority travel bloggers. Have secured 5 high-quality inbound links with target of 2 per week. Observation – Corporate resource links typically behind firewall so not as much opportunity there as hoped. Link building focus currently on road-warrior blogs and relocation companies. Consider Airbnb.com and VRBO.com for listings, links and traffic. Goal 2… Goal 3… Example: 1. What are our goals? How are we achieving them?

24. Goal 1: Successes: Overall non-branded search conversions increased 10% (May – August) Non-branded Chicago search conversions increased 25% (May – August) Keep An Eye On: Chicago conversions decreased in July and rose again in August. Crawl rate and indexed content increased, along with Chicago-related visits. This dip might be seasonal. Consider conversion optimization test. Goal 2:… Example: 2. Did we reach out goals?

25. Goal 1: Conversions are up We have completed the code changes and added the blog to the site to optimize for the search engines. This has already begun impacting our efforts by increasing the chances that searchers will visit our site for the information they need. This also allows Google to begin to read the content we want to be known for and assure searchers that we have the correct content. Goal 2:…. Goal3:… Example: 3. Key Takeaways

26. Tip: Use Straightforward Charts & Graphs

28. Tip: Listen to your clients.

29. Tip: Put yourself in their shoes.

32. Thank You! Max Thomas [email_address] @thundermax Facebook.com/thunderseo