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TPS reports can confuse management in many organizations if the SEO marketer doesn’t communicate the information effectively. Learning how to communicate the SEO metrics in a ranking report to senior management is an important part of any SEO marketer’s job, as we find in this interview from SES Toronto, 2012. Brent Chaters (twitter.com discusses SEO Metrics and Ranking / TPS Reports with Matt Bailey (twitter.com at SES Toronto 2012. Matt asks Brent about how SEO marketers can lose people by providing too much data from a TPS report rather than focusing on the relevant takeaways. Brent: “Too often we only speak our own language when communicating SEO metrics from a ranking report. It’s a language we need to have, but it gets a little out of hand. We drop references to Panda updates, Penguin updates, the volume of links we need. These are all crucial concepts and we need a shorthand to be able to talk about them internally, but they are not necessarily the things that most businesses think about. It’s easy to lose them by only using this insular language that we’ve developed.” Matt asks how SEO marketers should go about changing that language when they have to advocate for changes to site content or architecture, or broader SEO marketing strategies informed by TPS reports. Brent: “The first thing is, just don’t use that language. We SEO marketers do tend to default to that language, because people defer to us as subject-matter experts, but we need to try to answer in the …

Technorati Tags: brent chaters, matt bailey, ranking, ranking report, ranking reports, SEM, seo, seo marketing, seo metrics, seo report, ses toronto 2012, tps, tps report, TPS reports

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