For many marketers, creating SEO reports for clients can be a tedious task.
Every client or business has different goals meaning that your reports will differ as they will reflect different business goals depending on who is receiving the report.
In the business world, performance is everything. SEO reports are significant because you need to advise your clients, upper management and other key stakeholders how your SEO campaigns are performing.
Want to compile perfect SEO reports for your clients?
Here are 7 essentials you need to include:
1. Traffic Channels
If your client’s key goal is to increase organic traffic to their website, then put traffic at the beginning of your SEO report.
You’ll also want to use the Source/Medium section of the traffic report. It will detail where the traffic is originating from, thus helping you determine where you should spend your time and money.
2. Conversion Rate & Goals Completion
You can have a lot of traffic to your page but if it doesn’t convert, it won’t get you too far.
Conversion rates are a metric that your clients would be interested in, so place this section at the beginning of your SEO report.
Once you know the conversion rate, it will help you better explain why the conversion rate is what it is.
The best way to illustrate conversion rate to a client is through goal tracking. Goals measure how well your site fulfills your target objectives. A goal represents a completed activity, called a conversion, that contributes to the success of your business.
Here’s an illustration that sums up conversion rates and goals completion:
3. Page Level Traffic
Where do your visitors go?
This part of the report that helps you distinguish trends and see what people are actually clicking on that is bringing you traffic. This helps the client know whether they need to spend more time improving their product page or if they need to publish more videos and less written content.
The results of page level traffic allows the client to determine what they need to do in order to improve click rates.
4. Page Speed Insight
Page Speed Insights is the partner in crime to Google Analytics. It is a free tool that shows your clients the speed of their pages and solutions to fix them.
Today, SEO success requires a great user experience, so this tool may reveal technical issues that may be harming your client’s SEO performance.
Visit Page Speed Insights Tool
5. Time on Site & Bounce Rate
For the average company, these metrics might not be necessary but it is nice to have this as an “extra”. Time on site and bounce rate helps you give insight into whether the content you are creating is engaging.
For example, if you see that users leave your landing page after 5 seconds, you probably need to consider revamping it to be more attractive and engaging to your target market.
Ranking data should be used in conjunction with other performance indicators. Using it as the key performance indicator is unwise because Google shows different results based on a variety of factors including history and where the user is searching from.
It is evident that there is some value in tracking keyword positions but it should be part of the overall performance reporting rather than the sole performance metric.
7. Future Recommendations & Execution Plan
In order to progress forward, including a section on what to do next is vital.
Have a “recommendation” section at the end of every section of your report discussed above would be valuable for your client. This allows them to have an actionable approach on your data and findings.
Now it’s time to use these 7 tips to make a perfect SEO report for your client – Good luck!