Thread by @semrush

Hello! I’m Daniel Liddle, SEO Lead at @impression. Do you find it challenging to keep colleagues or clients invigorated with reporting on SEO? Here are my tips on ways to engage your stakeholders and prove the true value of SEO within your reporting. @danielcliddle #SEOthread

Have a story. A good narrative is essentially a concise story that clients and key stakeholders can takeaway with full confidence. In order to build that story, you want to combine performance, activity, opportunity and wider market trends. @danielcliddle #SEOthread

With reporting commentary, always think of SIA. Statistics - a summarised metric. Insight - What this means. Action - What you’re going to do about it. @danielcliddle #SEOthread

Example of using SIA: “The landing page has dropped 50% MoM. The intent has shifted within SERP to be more informational than commercial focused. Next month we’ll look at how we can optimise and explore creating evergreen content.” @danielcliddle #SEOthread

With keyword reporting, quantify! @danielcliddle #SEOthread

Give a clear strategic narrative when using resources and precedence to tasks which will bring ROI quicker. Creating a prioritisation matrix can make a custom logic in formulating tasks in a sprint. @danielcliddle #SEOthread

A prioritisation matrix can be made by scoring each task based on things like business value, est. time, strategic value and cost. @danielcliddle #SEOthread

Forecast. Very difficult to forecast organic search metrics due to the many levers. But we can give an indication based on some sort of logic. Automation is, again, key but you can do something very simple like simply applying average monthly uplift. @danielcliddle #SEOthread

Keep a digital leger of URLs you’ve worked on and categorise by activity. You can use this to report on specific activities you’ve done on how much that has contributed to overall success. @danielcliddle #SEOthread

Finally, always benchmark. Set goals on what success looks like and what your share of voice is within a vertical. @danielcliddle #SEOthread