Ty Kiisel’s article, 70% Solution: The Marine Corps Framework for Making Battlefield Decisions, should be required reading for every SEO manager who wants to become the VP of SEO someday. Now that I’ve shared 10 strategic SEO insights and some counter-intuitive tactical advice for 2023 and beyond, I’ll circle back to explain why a 70% success rate is the right benchmark. This “Analysis Ninja” can explain to executives why some key trends are up or down (in plain English).Īnd over time, executives will begin to ask their analytics and insights manager to recommend which actions or steps should be taken to move the dial.Īnd an Analysis Ninja can answer the question, “As a result of this trend (up or down) what was the impact on the company and its customers?” Why Should SEO Pros Adopt The 70% Solution? This is because the interpretation of the “easy-to-understand visuals” in most dashboards is left to the executive.īut most war rooms feature not only maps of the global market and charts of the company’s key performance indicators (KPIs), but also an analytics and insights manager with the experience, expertise, authoritativeness, and trustworthiness to interpret the trends and add context. Why? Because “most dashboards tend to stink when it comes to helping the Executive make any decisions,” according to Avinash Kaushik, the Digital Marketing Evangelist for Google. If you’re a chief marketing officer (CMO) or vice president of Marketing and you move the analytics team into the SEO department, your team may ask to build a dashboard.
If there’s any pushback, remind decision-makers that 53.3% of all website traffic comes from organic search, according to BrightEdge Research. So, this is the perfect time for you to make the business case for moving the analytics team out of the IT department and into the SEO department.
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