SEO Justification Documentation

Why

Justifying why you’re doing something is just as important as actually doing the thing in the digital marketing space. We say we make data backed decisions, but are we really? Following this guide will give you a standard analysis tool set and formatting guide to ensure we are providing data backed proposals.

Impact

This will alleviate some unnecessary communication back and forth from CS and Content. If they can clearly see the reason we chose a piece of work it will CS the confidence to speak to it on reporting calls and give the content team piece of mind that they can trust the rep’s decision.

Plan

This table will break down each stat and explain how to make use of each factor. Their are many complex relationships between each of these stats but I will focus on the most basic for now.

Factors	What Is It	Where to Get It
Inventory Count	Total inventory units for the inventory page you’re working on.	Directly on the webpage you’re looking to optimize using inventory filters or the inventory feed from a website.
Search Volume	The average monthly search volume for the keyword group.	AccuRanker - You can look at the tag group for page you’re working on and it will give you a localized and aggregated average monthly search volume for keywords in that group.
Current Ranking	Current localized ranking for the main keyword(s).	AccuRanker - You can look at the tag group for page you’re working on and it will give you a localized and aggregated average ranking for keywords in that group.
CTR	Total number of times a keyword had a result clicked over the total number of times it was shown	AccuRanker - I would focus on the main keyword’s CTR as it should be included in the meta title for maximum effect.
**Bonus: Competition Summary for the Main Keyword	Brief about the other competitors on the SERP for the main keyword	AccuRanker - You can see the organic competitors for each keyword by clicking the top competitor for the keyword in the table.

Formatting

Q&A

What records do we have to have this filled out for?

Any that have to do with on-site work. Could be the same for a header and footer though.