The SEO customer funnel — Tory Gray // Gray Dot Company

Show Notes

• 02:04
  Taking a strategic approach to the SEO customer funnel and SEO reporting

  Focus on leading indicators at different stages of the SEO funnel for SEO reporting. Determine the metrics you should be paying attention to and break them down into awareness, consideration, purchase, loyalty, and advocacy.
• 04:03
  The attributes used at different stages of the SEO customer funnel

  In the awareness stage, metrics like impressions, rankings, share of voice, and breakdown of branded and non-branded searches are important. It is also important to communicate these metrics in language that brand and executive teams can understand.
• 06:22
  Bridging the communication gap with other teams and executives

  Without effective communication, the value of the work being done may not be understood, and lead to inadequate resources for future initiatives. So, beyond communicating results, the key is to find out how they feel about those results by bridging the gap with effective communication.
• 07:02
  Tailoring reporting to specific business needs

  The attributes used for reporting vary between businesses and industries, especially in the later funnel stages. It's important to segment and filter data in ways that are meaningful to your specific business and report on metrics that matter to your business.
• 08:55
  Reporting on revenue in SEO

  Reporting on revenue is necessary for SEO teams to show their value and contribution to the business. By having these conversations with different teams early and frequently, you can set expectations for results and ensure they understand the process and the progress being made.
• 12:41
  The importance of early and continuous monitoring in SEO

  This approach is critical in order to identify problems from day one and course correct as needed. Report successes promptly, investigate failures to determine their causes, and collaborate with other teams to ensure that everyone is working towards the same goals.
• 13:59
  Tailoring communication cadence in SEO to fit client needs

  The communication cadence for SEO reporting depends on the client's needs and the frequency of releases to their website. As a result, its vital to advise clients on the importance of frequent monitoring and set expectations for an appropriate budget allocation.