This may be of some interest.
SEO is tough.
It’s time-consuming and hard to implement.
But what if you don’t have the time to go through a 21-part training series? Or what if my SEO tool doesn’t give you the step-by-step instructions you need?
What other options do you have?
Well, today I thought I would make your life easier by sharing 21 of my own SEO and content marketing worksheets and templates to help you get higher rankings in less time and, best of all, with less effort.
Let’s start off with the basics.
In marketing, we all use terms that might be a bit confusing.
Sure, you probably know what SEO is and what it means, but what about terms like CPC?
Or more complicated ones like CAC, BANT, LTV, or even NPS.
I’ve created marketing acronyms glossary that breaks down what each marketing acronym stands for and what it means.
So, when you are reading any marketing blog or book, you’ll now know what these “unusual” acronyms and words mean.
If you want to rank for local-based terms, it’s not just about optimizing for keywords. There’s much more to local SEO and a lot of it has to do with your landing page.
Here’s a template that breaks down the anatomy of an optimized local landing page.
What’s cool about this template is that it breaks down the percentage of impact each element will have when it comes to your SEO.
The easiest way to find keywords is to use tools like Ubersuggest.
Just type in a keyword…
You’ll see a report that looks like this…
Then click on “Keyword Ideas” in the left-hand navigation.
But as you go through the list of thousands of thousands of keywords, how do you know which ones are valuable?
Sure, in general, if a keyword has a high “volume” it means it is searched a lot, which is good. And if it has a high “CPC” it means that advertisers are willing to spend a lot to advertise on that keyword, which again is good because it typically means that the keyword drives qualified traffic that causes purchases.
And if a keyword has a low SD (SEO difficulty) that’s great as well because it means the keyword is easier to rank for.
When looking for keywords, ideally you want ones that meet all 3 of those requirements.
But just because a keyword doesn’t meet all of those 3 requirements doesn’t mean that it isn’t good for you and your strategy.
There’s actually a lot of hidden gems out there that don’t meet all of those requirements because marketers don’t know they are lucrative.
So to help you find the best ones, I’ve created a 220 profitable keyword cheat sheet. It breaks down keywords that have buyer intent for all industries.
Now, I want you to go back to Ubersuggest to perform a keyword search and look for keywords that contain some of the phrases within my profitable keyword cheat sheet. Those are keywords you’ll want to target.
Seriously, just spend 5 to 10 minutes hunting for keywords. Perform at least 10 searches and you’ll find some gold.
As you are doing the keyword research, you’ll find that it may be difficult to remember and keep track of all the amazing keywords you are finding, which leads me to the Ubersuggest keyword planner spreadsheet.
You can use it to keep track of the keywords you want to focus on first, second, third…
Trust me, it will make your life simpler.
There are over 200 factors in Google’s algorithm.
But let’s face it, you aren’t going to optimize for each of them because it takes too much time.
And even if you have the time, where do you start, and which ones do you fix first?
Well, an easy solution is to go here and put in your URL.
You’ll end up with a report that looks like this…
And if you click on any of the error boxes, it will break down what to fix in order.
You can then click through and get details for each SEO error.
And although I highly recommend that you fix your errors in the above report (it’s a great way to boost your rankings), you don’t want to just keep playing defense.
You want to start playing offense with your marketing and make sure that you are doing things right as you release new pages or make changes to your website.
So I’ve created an SEO factors cheat sheet that breaks down important factors that you need to think about when creating new pages on your site.
It’s great to pass along to your team members and your content writers as well (and even your developers!) so you can make sure that everyone is on the same page.
And don’t worry, it doesn’t break down all 200 factors as that would be too overwhelming… it focuses on the important ones that you need to get right from day 1.
But if your team does want something more detailed, I’ve also created a thorough SEO checklist that is 20 pages long.
Anytime my team is doing major changes like a redesign or change our site structure, I make sure that they go through that checklist as it helps ensure we at least maintain our rankings if not increase them.
Supercharging your content
Content marketing is a key ingredient to more search traffic.
But these days, there is so much content on the web. How do you make sure that your content stands out and ranks?
Just think of it this way, there are over a billion blogs on the web.
Let that sink in.
That’s such a large number it comes out to roughly 1 blog for every 7 people.
Do you think we really need more blogs?
Not really… we just need good ones.
And one way to make your content better is to use data and research that can be integrated within your content as that helps create more backlinks.
For example, look at this post I created on the future of content marketing. It contains tons of charts and data.
People loved it so much that it generated 414 backlinks from 110 referring domains.
PS: If you are wondering how many backlinks you have or any piece of your content has, just put your URL in here.
And best of all, I did it all without even sending one outreach email.
But of course, you probably don’t have the time, resources, or team to do the custom research we did.
So how do you create content that contains data, amazing insights, and research that people love? Well, I’ve created a data sources document that you can use to easily find all of the information I just mentioned.
It will break down sites that contain unique data, charts, and research that you can cite within your content so you can naturally build more backlinks like me.
And on top of that, if you really want to supercharge your content and make sure that it not only drives traffic but more importantly sales, here are a few more templates and worksheets I’ve created for you:
- WHIPS – the WHIPS template breaks down the cycles people go through before they purchase. Such as someone could be a window shopper, in which they are interested in purchasing something, but maybe not from you. Or they may know that they have a problem and are just looking for the right solution. No matter what situation your potential customers are in, the WHIPS template breaks down each of them so you can create the appropriate content that fits their needs.
- 20/20 Rulebook – whether it is you who writes your own content or if you have writers, have them follow the 20/20 Rulebook. It breaks down the 20 rules that your content needs to follow if you want it to do well. Now in many cases, you won’t follow all of them, but your goal is to get as close to 20 as possible.
- Content creation template – if you want my framework to write blockbuster blog posts, follow the content creation template. It’s a 20-page process, but once you use it a few times you’ll quickly get the hang of it and find that it’s easy to remember. And I’ve found that when people use it to write 6 blog posts, by the 7th they don’t even need to look at it because they know the steps by heart.
I know my content has grammatical and spelling errors every once in a while, but my content does well.
One of the reasons is I follow the templates and worksheets that I’ve mentioned above.
But it is because I put a lot of emphasis on editing.
See, once you write content, let it sit for a day. It will give you time to think about how it can be made better.
And the next day, you’ll want to go in and edit it.
Don’t worry, editing doesn’t have to take a lot of time… I’ve broken down our editing hacks into 3 worksheets:
- 10 Commandments – this worksheet breaks down the 10 things to look for when editing. If you are short on time, start with this worksheet because you can typically get your editing done in less than 30 minutes by following the steps.
- Editing checklist – and if you have someone dedicated to editing on your team, have them complete this checklist each time they edit any content.
- Step-by-step editing guide – for those of you who really want to master editing, here is a 27-page guide that breaks down each step of the editing process. I’ll be honest with you, it is a bit overkill, but it is great if you have someone dedicated to just editing.
You may find the editing process a bit overwhelming, and if that is the case, stick with the checklist or the 10 commandments.
Fine-tuning your content
Whoever says editing is the last step of content marketing is lying.
Going the extra mile by fine-tuning little things and making those small tweaks is what can help your content go viral.
Look, no matter how good of a marketer one might be, you will make mistakes. Even if you make very few, there is always room for improvement.
If you have already published hundreds (if not thousands of blog posts), don’t worry. You can tweak them still.
So, lets fine-tune your content to get that extra traffic.
Every little bit adds up, right?
It’s how I grew my SEO traffic to over 4 million visits a month:
- Headline formula – as David Ogilvy once said, you spend 80 cents on the dollar in the headline. And it’s true, 8 out of 10 people will only read your headline, but only 2 people will click through and read the rest of your copy. So follow this headline formula swipe file to create amazing headlines.
- Constructive criticism – having the attitude that you can always get better will help you beat your competition. The moment you think you know it all is the moment you lose. This worksheet will teach you how to critique your own content without being biased. I love using it to critique my competitions’ articles as it helps me better understand how to beat them.
- WordPress SEO cheat sheet – you’re probably using WordPress like me. And if you are, fine-tune your blog with this cheat sheet. It’s an Excel file, but you can use Google Sheets to open it up.
Don’t forget to build links
Link building sucks. But if you don’t build links, you won’t rank well.
I wish there was another way… but there isn’t. 🙁
As you are building links you may be wondering, am I building the right links or the wrong links?
Are my existing links good? Do I need to disavow any of them?
For this reason, I’ve created a link-building scorecard. You can use Google Sheets to view it.
It will help you keep track of your links, which ones are good or bad, and what you need to fix so that you can reduce your risk of a Google penalty.
Once you download the link building scorecard, you’ll also want to download these two worksheets:
- Link building search operators – this worksheet teaches you how to use advanced search parameters within Google to find new link building opportunities. It is simple yet very effective.
- Outreach templates – once you find link opportunities, you’ll have to send outreach emails to convince sites to link to you. Here’s my outreach template. It contains 24 pages of outreach emails that you can use to build more links.
I know I’ve given you a lot of templates, worksheets, and cheat sheets, but you don’t have to use them all.
Use the ones you need and just save the rest for later. It will make your life easier, helping you get results faster and in less time.
And if you are wondering how much time you should spend on each task, here is the SEO taskmaster worksheet.
It breaks down all of the SEO tasks you need to complete, how long each will take, the importance of each one, and how to prioritize them because there is no way you can do everything in one day.
So, what do you think of all of these templates? Are you going to use them? And what has worked for you that I didn’t discuss here?
The post SEO Pack: 21 Worksheets, Templates, and Cheat Sheets appeared first on Neil Patel.
Thank you for reading.
This may be of some interest.
As marketers, we’re making important decisions on behalf of our company and team every day. In addition to using our best judgment when it comes to making these decisions, it’s ideal to also utilize data and metrics when we can.
Now, you’re likely already tracking marketing metrics such as traffic, leads, and customers — these are all critical parts of the bigger picture of your marketing funnel and flywheel. But as critical as these metrics are, they’re not enough to inform broader marketing decisions that impact your entire organization.
This is where marketing reporting comes into play. This guide will help you further explore the marketing reports you can run to properly analyze your data and make truly informed decisions.
Marketing reports vary depending on what data you’re reviewing and the purpose of each report. They can assess where your traffic and leads are coming from, what content they interacted with, if and when they converted, and how long it took for them to become a customer.
To reiterate: Marketing reports inform decisions. You wouldn’t run a marketing report to review data performance or check on an ongoing goal — for these purposes, you’d glance at your marketing dashboards.
Let’s look at it this way. Compiling a marketing report for knowledge’s sake is synonymous with scheduling a meeting to simply review a project. Who likes to attend a 30-minute meeting to simply review what could’ve been shared via email? Not me.
The same goes for marketing reporting. Reports should help you make a decision or come to an important conclusion — similar to how a meeting would help your team deliberate about a project or decide between project resources.
In short, marketing reporting is a highly valuable process if used and crafted properly. In the next section, we’ll dive into how to build a marketing report.
How to Build a Marketing Report
As we said above, there are plenty of different marketing reports you can run; we’ll be reviewing some examples in the next section. For this reason, this section won’t focus on what specific data to put into your marketing report — that will depend on what type you decide to run. (Remember, if you’re building a marketing dashboard, that process is a bit different.)
We’re going to discuss how to build marketing reports that inform your decisions and benefit your audience (whether that’s your team, CEO, or customers).
Most of your marketing reports will contain a few of the same elements:
- Title. What is your marketing report analyzing? Whether you’re running a report on campaign performance, quarterly blog performance, or monthly leads, be sure to title your report so the intent is clear. This is especially important if you’re sharing your report with people outside of marketing.
- Reporting period. Your marketing report should reflect a certain time period. This period can be a few days, months, or even years. Analyzing your data within a time period allows you to compare performance to past periods.
- Summary. Your report summary should reflect the key points of your report, including your wins, losses, and goals for the next reporting period. It’s basically the TL;DR of your report.
Next, let’s dive into the report specifics. Valuable, insightful marketing reports recognize two distinct components: purpose and audience.
Choosing a Purpose for Your Marketing Report
A marketing report should help you make a decision. Choosing the intent of your marketing report (i.e. the data you’re analyzing) is simple; however, it’s how you’re going to use this data to make a decision or draw a conclusion that’s more difficult.
This is true for two reasons:
- Marketing reporting is more often than not performed to simply review data, which is a waste of time.
- Data points can be used to draw multiple conclusions or make multiple decisions, so you should know precisely how you’re going to use the data before you draw it.
You should determine the goal of your marketing report before you pull any data. Once you make this impending decision, list all the data that might be relevant. From there, you’ll have a much better idea of what reports to run and how to use said data.
Choosing an Audience for Your Marketing Report
Marketing reports are highly valuable because they can inform so many different decisions — decisions made by a wide variety of people across your organization. Whether you’re delivering a marketing report to your team lead, department manager, or CEO, your marketing report must be tailored to whoever may be reading and using it.
Here are a few ways to do this:
- Ask your audience what they need. If you know the decisions your audience needs to make, you’ll know what data you need to pull and analyze. Knowing this will also help you avoid running reports your audience doesn’t care about.
- Speak in their language. Marketing involves a lot of acronyms and jargon. While your team members understand what you’re saying, your executive team and co-workers outside Marketing may not be so fluent. Consider your audience when writing your marketing report and be sure to choose words and descriptions that they’ll understand.
- Don’t mix audiences. If you’re creating a marketing report for a mixed audience, it’s best to create separate reports for separate audiences. For example, you wouldn’t create the same report to give your CEO and Marketing co-workers; you’d likely break this into two reports with different data and verbiage. This will allow your audience to be able to focus on the data and analysis that’s most relevant to them.
Marketing reporting can take up a lot of your time. Here are some best practices to help you work smarter, not harder.
1. Schedule your marketing reports.
Whether you create a recurring reminder on your calendar or set your reports to automatically run, schedule your marketing reports ahead of time. This will take the guesswork out of when to run your reports and when to send them to the relevant audiences.
2. Collect feedback from your audience.
As you send out your marketing reports, ask for feedback from your audience. Whether you ask an open-ended question like, “How did this report help you?” or provide a short Google Form, gathering feedback from those using your reports can help you improve them in the future.
3. Create marketing report templates.
If your marketing report will be designed the same way each and every time you send it out, consider turning it into a template. This will save you time and energy building each template and provide a reliable, predictable report design for your audience to read.
4. Put your most valuable data first.
Long marketing reports are fine as long as all the data you include is valuable and helpful for whatever decision you or your team need to make. However, you should place the most impactful data first so that your audience can stop reading once they’ve made up their minds. Nobody wants to read an entire report to only utilize the final page.
5. Visualize your data as much as possible.
When possible, include visual data in your marketing reports. Not only does this help your reports pack a greater punch with your coworkers and executives, but it trims down the time and effort needed to digest your data. To do this, include charts from Excel or screenshots from your reporting tools (like HubSpot Marketing Hub). You can also use heat maps if you’re reporting on website performance.
Marketing Reporting Examples
There are hundreds of reports that you can run to dig into your marketing efforts. At this point, however, you’re likely asking, “Where should I start? What are those basic marketing reports I can run to get more comfortable with all the data I’ve been tracking?”
Well, we’ve pulled together these five marketing reporting examples for you to use to get started.
Note that you will need some type of marketing software (like HubSpot Marketing Hub) to do this. You should also make sure your software allows you to export the data from your software and manipulate it in Excel using pivot tables and other functions.
Since we use HubSpot for our reporting needs, I’ll show you how to compile these reports using the Marketing Hub tool. (The data below is sample data only and does not represent actual HubSpot marketing data.)
1. Multi-Touch Revenue
As a marketer, you’re a big part of your company’s growth. But unless you can directly tie your impact to revenue, you’ll be forever underappreciated and under-resourced. With multi-touch revenue attribution, you tie closed revenue to every marketing interaction — from the first-page view to the final nurturing email.
That way, marketers get the credit they deserve and marketing execs make smarter investments rooted in business value instead of vanity metrics. As a bonus, multi-touch revenue attribution can help you stay aligned with your sales team.
HubSpot customers can create multi-touch attribution reports quickly; HubSpot’s attribution tool is built for real people, not data scientists. (It also connects every customer interaction to revenue, automatically.) Navigate to your dashboard, and click Add Report > Attribution Report. Select from the set of pre-baked best-practice templates, or create a custom report of your own.
Note: Enterprise HubSpot customers can do this in their software if they have their Salesforce integration set up with Account Sync turned on.
How to Analyze Revenue Reporting
To analyze revenue reporting, figure out what’s working and double down on it. Look at the revenue results from different channels and see where you had the most success. Use this information to decide what marketing efforts to invest in moving forward. For example, if you notice that your Facebook campaigns drove a ton of revenue, run more Facebook campaigns!
Multi-touch attribution reports should be run monthly to understand the broader business impact of your marketing channels. While revenue is important, you should also dig into some of your other metrics for a more complete picture.
2. Channel-Specific Traffic
Understanding where your traffic is coming from will help you make strategic decisions as you invest in different marketing channels. If you see strong performance from one particular source, you may want to invest more resources in it. On the other hand, you may actually want to invest in some of the weaker channels to get them on pace with some of your other channels. Whatever you decide, source data will help you figure that out.
HubSpot customers can use the Traffic Analytics report (under Reports > Analytics tools in your navigation) to break down traffic by source.
Want to get an even deeper understanding of your traffic patterns? Break down your traffic by geography. (Example: Which sources bring in your most traffic, in Brazil?) You can also examine subsets of your website (like your blog vs. your product pages).
How to Analyze Channel-Specific Traffic
Take a look at what channels are performing well. Based on your goals, that could mean looking at the visitor data or focusing on the visit-to-lead and lead-to-customer conversion rates. Here are a couple of different ways to think about your data:
- If you get a lot of traffic from a certain channel, but the channel is not necessarily helping your visitors move down the funnel, it may mean that you should invest more in other channels or optimize that underperforming channel for conversion.
- Think about how you can invest resources in your strongest channels. Did you run a campaign that helped the channel perform well? Was there a piece of content you created that set it off? Consider how you can replicate your past success.
- If you haven’t worked on a particular channel, it could be a good time to test it out. Think about how you can incorporate multiple channels into the same campaign.
Pulling this data weekly will allow you to stay up-to-date on how the channels are performing. If a channel took a turn for the worse, you’ll have enough time to remedy the situation before it gets out of control or you waste resources. Pulling the report daily may be a bit overboard since some channels take multiple days to be effective and pulling it monthly would prevent you from responding with agility — so, weekly data is ideal.
3. Blog Posts by Conversion
Blogs have become a marketer’s best friend. There’s a direct correlation between how often a company blogs and the number of leads they generate (not just the amount of traffic they drive). So, it’s critical you monitor how well your blog is helping you grow that critical metric.
Reporting on your blog leads is a quick way to see how many leads you’re generating on a daily, weekly, or monthly basis — and by what channel. This report is a great way to understand what channels are strongest for your blog, where you should spend more promotion time, and how well your content is performing over time.
If you’re using HubSpot, creating a blog leads report is easy. Navigate to Add Report from any of your dashboards, and choose Top blog posts by contact conversion. This report shows the posts that were most often seen by contacts immediately before filling out a form on your website.
How to Analyze Blog Posts by Conversion
Look at how many leads you’re generating from your blog over time. If you see spikes in leads, you know to dig into your content to see if certain topics are more successful at generating leads than others. The more you can run these reports to figure out what works and what doesn’t work, the better off your marketing and blogging will be.
This type of data should be pulled on a monthly basis to ensure you’re writing the most relevant content over time.
4. New Contacts by Persona
Every marketer needs to be well-versed in their buyer personas — but you need to do more than just understand them. It’s important to track how many new contacts you’re actually adding to your database based on each persona. This will help you determine how accurate your buyer personas are and how successful your marketing is in targeting and reaching them.
To report on this in HubSpot, plot your contacts by Create date, which will show the date on which you added a new contact to your database. Then, break down your report by persona.
How to Analyze New Contacts by Persona
Did you run a marketing campaign around a particular topic? Did you focus on promoting your content through specific channels? What did you do that led to an increase or decrease in persona acquisition? Digging into this report can help you allocate resources more wisely to grow different segments of your business.
Pulling this report on a monthly basis can give you insight into how your campaigns affect new contacts by persona — and might even shed light on an imbalance in resources dedicated to certain personas.
5. Lifecycle Stage Funnel
Another way to segment your contact database is to look at how they appear by lifecycle stage. This will give you a sense of how many leads, subscribers, customers, and opportunities you have in your database in a certain time period. This data will help you understand if you need to generate more leads or if you should be more focused on closing your current leads. It will also give you a general understanding of the quality of your contact database.
As a HubSpot customer, create a funnel report by clicking Add Report from any dashboard, then choosing the Funnels category. Pick which stages you’d like to include, select your visualization, and you’re off and running.
How to Analyze a Lifecycle Stage funnel
This report will give you an overview of how your leads are progressing through the buying process. Use this report to see what areas of your funnel you need to address for greater efficiency.
For example, if your report shows that you’re doing a great job of generating leads, but not converting any to MQLs, update and optimize your nurturing program. Pulling monthly funnel reports can help you stay on top of the efficiency of your marketing process
Marketing Reporting Helps You Grow Better
Marketing reporting is a vital part of your marketing efforts and the growth of your business. By understanding how efficient and effective your marketing is, you can better allocate time, resources, and money — and make well-informed decisions, to boot. Start with these marketing reporting examples and expand your reporting as you begin to utilize more data.
Editor’s note: This post was originally published in April 2014 and has been updated for comprehensiveness.
Thank you for reading.