enewton@brightedge.com

M Posted 8 years 4 months ago

t 9 min read

How to create a reporting dashboard for the CEO?

Your CEO probably doesn’t care how you got a specific website lead and exactly how you converted that person into a customer. No, the thing that matters is that you can prove your efforts are, in fact, programmatically and predictably moving the needle. A customizable SEO dashboard is a perfect place to start collecting the key performance indicators you want to report on to showcase how you are putting those marketing dollars to work. But where to start? We know CEOs in general want the highest level reporting that gives them the most visibility into what matters quickly. They don’t want to be bogged down with reports they have to work hard to distill. So, keep it simple is the theme. And start by understanding what matters to the CEO. Let’s have a closer look at that.

What CEOs Want in Marketing Reports

According to a report by Ifbyphone that details findings of a survey of more than 550 respondents, tracking sales metrics were among the most important. In fact, 69 percent reported an increase in sales and revenue as a top marketing metric in – up 20 percent from a year earlier. Among other top metrics were an increase in website traffic as No. 4 on the list in the following chart. Note that there was an increased interest in all metrics from the prior year. From the report:

It’s not just what data CEOs want to see; it’s how often they want to see it, too. The Ifbyphone survey shows that compared to 2013, CEOs expected more frequent reporting in 2014 with a 5 percent jump in weekly reporting requirements.

Looking at activities like SEO and social media marketing specifically, CEOs are still looking for what drives business outcomes. In this article for Marketing Land, BrightEdge CEO Jim Yu points out the key questions any marketer must ask when preparing what they track:

Start thinking about search and social marketing in business terms, and take into account:

1. The cost of the product or service and the margin
2. The average order and lifecycle of the product or service
3. The lifecycle of the customer and their orders over time
4. The budget needed to make an impact
5. The ideal and actual cost per acquisition of the customer or lead

This is where your tracking comes in. If you can identify areas of your website and social media that are driving value, what actions drove that value and then show how investing in more of those actions could increase the revenue or conversion, you have something the CEO can understand.

In that same article, Jim shared a handy chart courtesy of Alok Jain of eZdia that shows how you can equate things like budget for SEO to the metrics that matter to the CEO, like more traffic:

 While that approach helps forecast how to spend dollars, the CEOs want to know how you’re tracking that. In a 2013 post by HubSpot, it cites customer acquisition cost as the No. 1 metric your CEO wants to see. Second to that is the marketing portion of the customer acquisition cost. Also cited in those metrics is the customer lifetime value metric – how valuable that one customer can be over the lifecycle of your engagement with him or her. Harvard Business School has created a customer lifetime value tool that you can play with.

Setting Up Your SEO Reporting Dashboard with the CEO in Mind

Most leading analytics providers will have templates for reporting that come standard and offer customization from there. Here at BrightEdge, we have a template for our customizable dashboards created with the executive in mind. In our experience, we’ve found that CEOs want to measure how well they are doing against their competitors in organic search. After all, search is a zero-sum game, so our executive dashboard template is competitor focused. To set up this dashboard, you can choose all or a subset of keywords to track and which search engine you want to monitor them on. You can also choose by device, too – like desktop, tablet or smartphone. You then select which competitors you want to track against. There are about eight different reports within this custom executive dashboard; each can be customized with regards to specific SEO metrics, including a brand’s “share of voice” online. Marketers can add more reports or take them away for a fully customized experience catered to the executive. You can also choose how often your CEO gets the report. BrightEdge Platform Share of Voice and Competitive Comparison reports.

Whatever key performance indicators are leading your tracking efforts, just keep in mind to keep it simple. Most CEOs will generally only want to see a handful of data points – five is a good number to aim for, though you may find a couple more or less in your customizable dashboard makes better sense for your reporting the performance of your marketing efforts.

enewton@brightedge.com

M Posted 8 years 4 months ago

t 9 min read

When creating or migrating a website, learning how to use redirects is a valuable step in building an optimized website. Redirects, such as 301 redirects, 302 redirects, and others can help you maintain your PageRank and the reputation you have earned through backlinks and traffic, even when you have to make significant adjustments to the content on your domain. Failure to use a proper redirect can also result in lost PageRank.

404 redirects are bad. They are a terrible user experience and the search bots will penalize you meaningfully for it. 404s occur when a page is deleted from the site and the server, but links to the page and bookmarks still exist. When a user calls that page from the browser, the server returns a 404 Page Not Found. If the search bot gets a 404 a few times, it will deindex the page from the search results.

With a properly constructed redirect, any value from backlinks that point to your old pages will flow through the redirect to the new page. This can help you maintain your rankings within the SERPs and avoid drops in traffic and revenue. It is important to note, however, that there are different types of redirects, including http redirect, html redirect, 301 redirect, and 302 redirect. Each of these redirects is best suited for particular purposes. Here are five things that all website owners should know about redirecting users. Proper redirects are an integral part of smart content pages. If you're looking to create a new website, check out this site checklist before you launch it. 

Leverage ContentIQ To Check For Redirect Errors

1) What is an HTML Redirect and Why is This Method Discouraged?

An HTML redirect will automatically send your page visitor to a new site after a certain amount of time. It will generally give your visitor a message that the site has been moved and that they will be redirected in a few seconds. This type of redirect is often discouraged because the unexpected jump can be confusing for users. They can also harm the user experience because in certain situations, using the back button on the browser will just take the user back to the redirecting page, causing them to get stuck in a loop.

2) What is a 301 Redirect and When Should I Use it? How About rel="canonical"?

A 301 redirect indicates to search engines that this page has been moved permanently. This is the type of HTTP redirect you should use if you move your entire website to a new domain, for example. Some brands may also use this redirect when they purchase URLs that contain common misspellings of their own domain, and then redirect traffic to the correct website. This HTTP redirect can also help you avoid confusion with the ‘www.yoursite.com’ and ‘yoursite.com’ dilemma.

Since many people use shorthand when they write out websites, establishing which version of your site will be the default and then redirecting the other version to the one you chose will help you provide a superior user experience and ensure that everything is clear for the search engine spiders. Despite rumors to the contrary, Matt Cutts of Google has indicated that when you use a 301 redirect you do not have to worry about losing any more PageRank than you would through a link. This means that the 301 does not hurt performance.

It is also important to note that while some site builders believe that using a rel=”canonical” will do the same job as a 301 redirect, but this is incorrect. The rel=”canonical” tag was designed to indicate the original and primary company when duplicate content needs to exist. It is better to use a 301 when actually moving a page.

3) What is a 302 Redirect and When Should I Use it?

A 302 redirect is a temporary redirect. This is what you use when you want to redirect a visitor from one page to another for just a short period. For example, if you are redesigning a portion of your site and need to redirect users for a few days to a different page, you might use the 302 redirect. They assist in providing customers with a continued experience rather than sending them to a 404 page not found or another site error.

Site maintenance efforts often use the 302 redirect. This HTTP redirect should generally be used less frequently than a 301, since there are far fewer situations when you might need to temporarily redirect visitors from one site to another. Google recognizes that people sometimes use a 302 redirect when they mean a 301. For this reason, John Mueller has said that when a 302 redirect is first placed on a site, the algorithm assumes it's temporary.

When it becomes apparent, however, that the 302 redirect is actually being used on a more permanent basis, they will start treating it more as a 301 redirect. This means indexing the targeted page instead of the original page. Remember that you only want to use a 302 redirect when you plan on bringing customers back to the old page at some point and some point soon.

4) Is Redirecting Ssers Secure?

There are some instances when open redirects, even when structured correctly, can leave websites open to potential abuse by spammers. These scammers attempt to use your site to trick users into landing on their pages that contain phishing, malware, or other undesirable content. The threat is that these scammers are not taking advantage of site weaknesses, but rather they are exploiting sites that are running precisely the way they were designed to operate. There are a few instances when your redirects may be more vulnerable to spammers. Google specifically mentions webmasters who use a redirect to bring visitors to a file or the redirects that are used for internal site searches. The examples given by Jason Morrison are seen below:

<< An open redirect for a file

An open redirect for search results: Verifying whether or not your site has been victimized can be a challenge, but here are a few safeguards:

• Use the Google search operator site:yoursite.com to see if there is anything in your results that should not be included. You can also try adding keywords that would have nothing to do with your content but are common spam targets, such as Viagra.
• Monitor any user complaints to see if anyone mentions malware or viruses that seem to originate from your site. Sometimes people do not realize they are being redirected and they may hold you responsible.
• You can use tools, like the BrightEdge platform, to watch people’s behavior on your site, the URLs receiving traffic, and to check for any abnormalities that might indicate to you that something is not right. Watch particularly for any jumps in traffic on the pages that have redirect URLs.

5) 302 vs 301 Redirects

It is important to note that a 302 redirect was designed to be a temporary redirect while a 301 redirect was intended to be a permanent one. This means that there are differences in how the search engines approach these commands. For a permanent redirect, for example, the search engine will focus on ranking the targeted site rather than the original - as the site owner, you do not want two versions of your content on the web. On the other hand, if you still intend to use the original site, you do not want Google to ignore the original site, thus making the temporary redirect more applicable. If you fail to adjust your 302 redirect to 301 redirect when the situation is permanent, you run the risk of the search engines not paying enough attention to your targeted site or continuing to index the old page.

Although Google, as mentioned above, has indicated that they do try to interpret when a 302 redirect is an error and treat redirects that are temporary the same as a 301 redirect, this can still leave you open to a window where the original site is indexed. For these reasons, it is generally safer to make sure your permanent redirects are accurately written as 301 redirect. HTTP redirect can be a valuable tool to help you control your traffic and ensure that your visitors receive the user experience you intended. Understanding how to use these commands correctly can help you improve your site and appropriately navigate changes in your domain

enewton@brightedge.com

M Posted 8 years 4 months ago

t 9 min read

Organic search is the heart of digital marketing because of its focus on and understanding of user intent, making an SEO expert a highly important marketing role. Search engine optimization experts are responsible for more than half the traffic on an average website, bringing in about 51% of all your site’s visitors. Considering that sites which manage to secure the top five positions on the SERPs receive an estimated 68% of clicks, it is clear that earning a top rank can have a tremendous impact on your business growth and revenue.

Earning an SEO expert spots, however, generally requires a strong understanding of SEO, including how to do it, the latest 2019 best practices for SEO, and how to measure your results. The idea of becoming a SEO professional can seem overwhelming to many but there are plenty of simple SEO concepts to get you started. The algorithm used to rank search results is regularly changing and the best practices are continually adapting to these adjustments. There are also a variety of conflicting opinions concerning the most effective SEO practices because no one actually knows the algorithm.

Effectively doing SEO also requires practitioners to have a good idea about how to run metrics and analyze sites so they can see the results of their efforts. Developing an SEO strategy is a great first step to becoming an SEO expert. It is no wonder why many people unfamiliar with SEO feel intimidated by the prospect. It is possible, however, to begin the process of becoming a expert from your desk or even your phone with social media SEO. In fact, just a few key steps can help you remain abreast of the latest developments and help you become a competent SEO marketer, benefiting both your organization and your professional aspirations. Know that beginning SEO can be as simple as optimizing title tags.

Organize An SEO Team With This eBook

How to become an SEO expert?

Google offers a great introductory read on the topic of SEO. The search engine’s Search Engine Optimization Starter Guide will offer you tremendous insight into what Google itself says is important for websites that want to improve their rank. This guide will offer you some information about how to organize your website, optimize your on-page content, and measure your results. No matter how long you have been doing SEO, this guide will continue to be a helpful pamphlet to best practices and support your progress from specialist to SEO expert.

It is also a good idea to familiarize yourself with the field by subscribing to a few key online publications as SEO experts keep up with current and emerging trends in the industry. A few expert publications we particularly enjoy are Search Engine Watch, Search Engine Land, and Marketing Land. These publications contain articles written by industry leaders - like our own Jim Yu - about the latest topics and are often among the first to break the news about the latest developments in the industry. They break down subjects and provide analysis about the best ways to react to various Google changes. There are also a number of helpful blogs that can supplement your learning.

You want to focus on blogs that provide a range of SEO tips and advice, particularly those written by SEOs who are regularly performing research and uncovering new best practices for the field. Our own BrightEdge Blog is a great choice for this purpose. Our friends at Adobe also provide valuable insight. With such a variety of different publications arriving in your inbox each day, it will be impossible to read every single article.

Instead, to become an SEO expert you should focus on spending about 15-30 minutes each morning reading a minimum of the headlines and selecting a few key articles to explore that seem most applicable to you and your goals. There are also a number of YouTube channels that can also be very helpful for those who learn better visually. Matt Cutts, formerly of Google's search quality team, for example, has a number of different still-useful videos speaking about topics such as snippets, keywords, and backlinks. Learn a succinct 4-step SEO methodology for generating results and returns in How to Maximize SEO ROI.

Dive into the SEO numbers

You cannot do SEO in the modern age without numbers. An estimated 76% of B2C and 88% of B2B marketers say that they use content marketing for their business, which means that competition is fierce for the upper slots on the SERPs. Numbers and metrics are your key to becoming an SEO expert and understanding how people behave on your site, what interests them, and how your SEO efforts are impacting your overall business success.

Google Analytics is the starting point for uncovering many valuable site statistics. This platform will help you uncover behavior patterns, better understand your demographics, and where you need to improve to see some success. Given the value of Google Analytics, it is easy to see why the Google Analytics Academy is such an important asset in becoming an SEO expert. The lessons taught here will help you gain a better grasp of SEO metrics and how you can use numbers to create a more efficient, effective campaign.

Get certified to show you are an SEO professional

As you progress in your SEO training, it can be helpful to pursue a certification in the field. There are a few different options, including our BrightEdge Certification. Completing these courses can help you considerably professionally. It will offer even more insight into SEO and how to use a platform to further your endeavors. You will also have the credentials to communicate to others within your organization or when you apply for a new job that indicate your understanding of SEO. This will help you move forward and become a more hybrid marketer or find a position in an SEO-oriented field.

If you move forward with the BrightEdge certification, for example, you will not only enhance your SEO knowledge, but you will also learn more about how to use the unique BrightEdge SEO platform.

At BrightEdge, we have designed the technology you need to bring all the numbers you could want in SEO into a single place. From keyword or page analysis to easily constructed charts that clearly show business performance in response to SEO efforts, our platform makes it easy to do SEO in the modern, competitive atmosphere in an easy and straightforward manner.

If you're looking for a more entry-level way of assessing your SEO skills interactively, there are a multitude of SEO and digital marketing quizzes and tests out there to cut your teeth on, including our own suite of BrightEdge quizzes in SEO, content marketing, and digital marketing.

BrightEdge SEO Specialist Quizzes

• Level 1: SEO Quiz Explorer
• Level 2: SEO Quiz Traveler

Content Marketing Quizzes

• Level 1: Content Marketing Quiz Explorer
• Level 2: Content Marketing Quiz Traveler

BrightEdge Digital Marketing Quiz

• Level 1: Digital Marketing Quiz

Becoming a master of SEO requires perseverance and dedication, but it is possible to become a comfortable specialist with the material by spending a few minutes a day studying. Rather than becoming overwhelmed by the wealth of information, find a few valuable resources that you can use to gain the knowledge you need to succeed.

Summary of how to become an SEO professional or specialist:

1. Train yourself in basic HTML editing, especially meta-tagging, H1, H2, and Href commands - it only will take a few hours
2. Find a web site you can work on freely, many local businesses, like dentists and chiropractors will welcome the help
3. Train yourself on the major CMS platforms, like WordPress and Drupal - it only will take a few hours
4. Subscribe to and read SEO blogs, like BrightEdge Blog
5. Download SEO management white papers
6. Review the BrightEdge Share presentation content
7. Watch SEO expert how-to videos on YouTube
8. Attend SEO industry conferences, like Share
9. Write a post about SEO in your LinkedIn profile or an SEO related group
10. Get SEO certified

When you're ready and confident in your skills as an SEO expert, check out this SEO checklist to help get you started on your on-page optimization.