Impactful SEO Reporting: My Most Difficult Lessons Learned - Search Engine Journal

See which organic keywords actually drive conversions

Replace (not provided) with actual keywords and monitor their specific performance metrics in Google Analytics. Stop flying blind on essential SEO insights.

Try For Free

Until last year, I was part of an in-house SEO team for a huge ecommerce site, charged specifically with managing SEO data and insights.

This included owning and developing internal SEO reporting, and I made every mistake in the book as I got to grips with not just the impact and effectiveness of the reports, but everything down to the accuracy and reliability of the data.

Over time, I saw first-hand the benefits of continually improving the reporting process:

• Establishing consistent, accurate data earned trust within the business.
• The less labor-intensive I could make the process, the more time we could spend diving deeper into the data and uncovering root causes and emerging opportunities.
• Improving our understanding of factors within and beyond our sphere of influence allowed us to highlight the real impact of our activities.
• Proving the value of SEO earned buy-in that enabled us to execute our strategy with fewer obstacles and raised the profile of the team.

Every misstep and victory helped pinpoint what was important, what made the biggest differences, and most importantly – what to never do again.

What We Mean By ‘Impactful Reporting’

Depending on your organization, you will have different reporting requirements. Some search marketers report on...

Your content is great. However, if any of the content contained herein violates any rights of yours, including those of copyright, please contact us immediately by e-mail at media[@]kissrpr.com.