SEO Justification Documentation
- Grant Gooch
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 give 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. There 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 | How to Use |
|---|---|---|---|
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. | There isn’t much use in targeting keywords that no one is searching for and so, we want to make sure that our chosen focus has decent search volume. Ideally you want to start with pages that represent the most search volume first but you will also need to consider their inventory as well. |
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. | We want to make sure we are focused on optimizing pages where the dealer has inventory to sell. Ideally the page would included more than 10% of the total inventory count. This can be difficult with low inventory dealer so you may have to optimize showroom pages instead. |
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. | The third factor to consider is the current rankings of tracked keywords. Some of the best keywords to target for new content are those that are already ranking on the first and second page since they already perform well and a little content can results is significant gains. |
**Bonus: 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. | The last main stat to consider for justification is the CTR for your tracked keywords. If you’re keywords have a lower relative CTR than the rest of the site you’re content could add value in two main areas the attractiveness of the link on the SERP and the relevancy of the content on the page to a larger percentage of searches. |
**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. | This summary can give an idea of our chance of beating the current top performers for a given keyword. If it’s all big box stores, directories, and large brands our chances may not be very good or we should consider alternative strategies to win there. However, if it’s all local results we might be able to close the gap much faster. |
**Bonus: Seasonality Summary | Brief about timing of work and relation to seasonal search trends. | AccuRanker - Search Trends graph on the dashboard once you’ve selected the keyword group | This should give the explanation of why you chose to work on something that will have it’s peak search season in the next 3-6 months and how content needs the time to cook. |
Formatting
Now we need to take a look at what goes in the box on the Fufillment Work Done Record.
Dealer Request Flagging
If a piece of content was requested by the dealer that should be the first thing in the Justification field.
**Dealer Request** - Would be a good way to start it out so that it is clearly seen and different from the rest.
Main Statement
We want to write something that incorporates the above stats into a quick and easy to digest snippet.
Some solid examples include:
** Dealer Request **
"Class A Motorhomes" feature a monthly search volume of 25K, a ranking on the second page of search results, a CTR of 3%, and high inventory levels. The competition mainly consists of small to medium-sized retailers.
"Adventure Motorcycles" have a 10K monthly search volume, account for 10% of the inventory, and are currently ranked on the third page. The SERP features competition from medium-sized brands.
"Side-by-Side ATVs" are supported by a 15K monthly search volume, represent 20% of the overall inventory, and have an average CTR of 2.5%. They currently rank just outside the top 5 positions amongst a variety of competitors.
"Luxury RVs" are identified with a 30K monthly search volume, make up 25% of the total stock, and have a CTR of 1.8%. They are positioned on the lower first page in a field of relatively weak competition.
"Trail Motorcycles" see an 18K monthly search volume, comprise 12% of inventory, and have a 5% CTR. Their current ranking is on the second page, facing moderate competition.
"Electric Scooters" noted for a 22K monthly search volume, make up 18% of the total inventory, and struggle with a 1.2% CTR. They hold a position within the top 10 search results, facing competition from small to medium brands.
"RV Solar Panel Kits" are highlighted by a 20K monthly search volume, 20% inventory level, and a 2.3% CTR. They have a first-page ranking amidst a competitive but navigable market environment.
"Waterproof Riding Gear" is calculated with a 17K search volume per month, holding 15% of inventory, and a CTR of 2%. They are just shy of the top 5 rankings, competing against a mix of niche and large-scale competitors.
Q&A