tack? Or were you reassured that your PPC campaign is heading in the right direction?
Summarize it briefly.
You’ve identified your Big Five organic search competitors. Have you consid-
ered who your Big Five competitors are in the PPC realm? Although shifting bids and
position-jockeying may make this hard to pin down, you’ve been working on PPC
long enough now that you may be able to list your PPC Big Five in your Quarterly
Friday: Action Items
Action items are your way of communicating with your team that your SEO effort is
continuing and that you have your priorities in place. Action items can also be a way
to formally request your teammates’ help in your organization’s SEO efforts.
Do You Need a Report Card…for Your Reports?
You’ve lived with your reports for several weeks now. Do you forget them as soon as you finish
them? Are you secretly glad that nobody has popped over to your desk to discuss them? If so, you
need to improve your reporting style.
Think of your monthly reports as a distillation of the most important elements of
your Task Journal.Your reports should be peppered with items that were resolved or completed
every month, and your action items should contain the Task Journal’s “most wanted” list.
Use your reports to motivate yourself.Sometimes the only way to muster the energy to complete a
less-than-enjoyable task is the satisfaction you get from knocking it off your Action Items list.The
“I can’t stand to see that again” factor is very helpful in your Task Journal.Don’t underestimate the
power of the “I can’t stand for the
to see that again!”factor in your report.
If you are finding it very difficult to complete your reports every month due to other monthly obli-
gations, consider taking advantage of SEO’s forgiving timeline and shifting your SEO reporting to
another time of month.
For Those Reading Your Report
Ask what they want to see! Would the people reading your
report like briefer explanations? More detail? Less negative phrasing? Would selective bolding
increase their ability to scan the document?
Discuss PPC campaign changes—and your reasons for making them—in your Quarterly Report.
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