Cyfe for Reporting on SEO/PPC Results
Most marketing roles these days incorporate some form of digital reporting – and a large area that businesses continue to focus on (and for good reason) is improving their search results. Being able to effectively capture search results so that you are able to easily report on these can make all the difference to your company and your position there…. anyone for a payrise? Let’s talk about how to best compile search results quickly so that you can look like you’re all over the success of your SEO and/or PPC efforts.
We started using Cyfe a while ago for reporting on content (ie. which blog posts were doing well), overall analytics and social performance. I have recently begun using it for a whole new facet – reporting on SEO and PPC (what we term “search reports”) and it’s just amazing! This is cutting down hours of reporting a month and although you will still need to expertise in understanding the figures presented, it’s a great dashboard tool to capture all your data in one spot. Then it’s just up to you to put what you see in common tongue – and wallah – time to report to management!
Here’s a bit of a look at Cyfe and the reports I like to generate specifically when reporting on Search Success.
Reporting SERPs using Cyfe
First to basics- SERPs stands for “Search Engine Results Page” and this is one of the more important and well known areas to report on. Reports for SERPs typically identify where your key search terms or keywords are appearing in search results. Ever heard that anything on the second page of Google may as well not exist? That’s what this report helps with. You should be aiming to get your main keywords in the top 10 (we all love the first page of Google!).
To add this Widget, simply select “SEO” from the sidebar, Add “SERPs” and then enter the keyword, URL and the search engine you wish to track results from. You will need to add a new widget for each keyword and the results take 24 hours to appear. Once you’ve added the keyword once, you don’t need to add it again. You can use the date selector in the top right hand corner to compare months rather than having to add new widgets each month.
Website Referrals By Keyword using Cyfe
This particular tool is quite powerful if you are running a PPC campaign, say through AdWords. It basically lists all the website referrals (website sessions) by keyword. It takes less than a minute to then run your eyes over the list and identify which words or phrases you’re targeting as part of your PPC campaign and determine how they have performed with referred website sessions.
To add this Widget, select “Web Analytics” from the sidebar, Add “Google Analytics” from the options and then select “Keywords” under the “Traffic Sources” sub heading.
This report can also assist in refining your PPC campaign as you’ll easily be able to see which search terms are driving traffic and those that aren’t.
Website Acquisitions by Channel using Cyfe
Next up – you’re going to want to report a summary of how many website sessions were driven from Search. This little report is simple to set up and gives you a nice chart you can throw into your management report too. It will give you the numerical value and percentage value of Search traffic compared to other traffic sources.
To add this Widget, select “Web Analytics” from the sidebar, Add “Google Analytics” from the options and then select “Overview” under the “Traffic Sources” sub heading.
Search Engines Driving Traffic
Sometimes clients or management want to know why you’re only focusing energy on Google and will suggest trying other search engines. There’s nothing wrong with looking into others – especially if your website is generating traffic from them. This widget allows you to easily see which search engines are bring the site traffic – and will assist in easily answering any queries around which search engines to invest time and effort into.
To add this Widget, select “Web Analytics” from the sidebar, Add “Google Analytics” from the options and then select “Search Engines” under the “Traffic Sources” sub heading.
Moz Overview – Backlinks, Page Authority
If you are running any type of backlink building campaign, this is a really useful report. It’s also something that I include in all Search reports as I think its an important indicator of how the site is going in general. Importantly, you don’t need to be a paying customer of Moz to generate this report – you simply enter the URL you wish to report on when you add the widget. It provides an overall of the site performance – Backlinks, External Links, Moz Ranking, Page Authority and Domain Authority.
Again – if you’re running a backlink building campaign, this is a must-have! You can use the date selector in the right hand corner to change the date range in order to report the difference from one period to another. Super handy!
To add this Widget, select “SEO” from the sidebar, Add “Moz” from the options and enter the URL you wish to report on.
Reporting on Conversions using Cyfe
Tracking conversions on your website should be part of every digital report. With Cyfe (pulled from Google Analytics), you can take this further by understanding how your PPC campaign is converting and achieving the goals on your website. NOTE: you will need to have goals set up in Google Analytics in order to track them!
There are three different widgets I set up for conversions – the first is Conversions by Keyword, the second is Conversions by Medium and the third is Conversions by Campaign. To set these Widgets up, select “Web Analytics” from the sidebar, Add “Google Analytics” from the options and then add Conversions > Overview for the first, Conversions > Conversion Medium By Conversions for the second and Conversions > Conversion Campaign By Conversions for the third data table.
This is a great way to easily identify how well your PPC campaigns are going in regards to your end goals. You can also select to report on all goals together or break it down goal-by-goal.
I have found these reports to be incredibly helpful when generating monthly reports on Search results. While you can also pull this data from various sources – Google Analytics, Webmaster Tools and Moz being the main sources – I personally find it a lot easier and efficient to have the data all compiled in one place. Plus the date selector means I only need to set up the dashboard once and then just change the date fields each month to update the results. Take a look and let me know what you think of this reporting tool!