SEO Report plays a key role in tracking and monitoring the key indicators of search engine optimization and online marketing success. Without these reports understanding what is working and what is not, and where to focus more efforts is totally impossible.
SEO Reports in real brings together information on current performance and improvement areas from multiple sources (like Google Analytics) into one unified and easy to understand snapshot.
Yes, SEO is a complicated concept, and your aim should be to make easier for your client understand. This blog explains what it takes to create perfect SEO Reports. Let’s take a look at 6 essential SEO metrics you should include in your client’s SEO Reports.
How Should A Perfect SEO Report Look Like?
A Perfect SEO report should narrate a story, and this story should be both for the SEO expert and the business clients. When building an SEO reporting arsenal, you need to consider customizing it as this gives every reader a clear picture of the SEO results. Examining each element in every report is crucial to see if the information is making good sense. And the most important thing, the report should not be cluttered with irrelevant factors; instead, it should include factors which reflect the exact data your client would value.
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6 Essentials Of An SEO Report
The main purpose of SEO is to get the websites over their target keywords on search engines (like Google and Bing). This goal can be achieved based on what you have planned for a particular client. Remember one important thing, your reports need to focus on providing the client a summary of the work you’re doing. Hence, you need to keep your reports concise, focus on the essentials metrics and goals which can really have an impression on your client’s bottom-line. Here some of the biggest ones to consider in your reports.
Traffic can be an important metric to include in your report if increasing organic traffic is your key goal for a particular client. This metric reveals where the visitors came from, and how diverse marketing channels are performing. Source/Medium of the traffic should also be included as it gives more specifics on where the traffic comes from, hence it would help you draw an opinion on where to spend your time and money. Some important channels are:
- Organic Search – Traffic coming from Google’s organic search results.
- Paid Search – Traffic coming from Google’s paid search results, like Adwords.
- Direct Traffic – Visitors coming to your website by entering your address directly into their browser.
- Referral – Traffic coming from other websites like blogs or business directories.
- Social – Traffic from coming social media networks, like Facebook and Twitter.
- Email – Traffic coming from email signature links and newsletters.
This metric essentially shows how visitors are behaving on your website. It is very important to see that your users are landing on your website, finding useful content, and engaging with it. Key metrics to include here are:
- Bounce rate – percentage of people who leave your website without any interaction with your content or steering to another web page
- Average Session Duration – the average time every visitor spends on your website.
- Average pages per session – the average number of pages viewed by each visitor during a single session.
Most of your clients will be interested in looking at this particular metric as this is what shows how well you are achieving your goal. In fact, conversion is the mother of all metrics in a perfect SEO Report. Getting organic traffic to a Website is one thing, but generating quality traffic which has a great conversion rate is totally another thing. The idea is to be sure to look into your organic traffic conversion rates and compare it with the absolute number of conversions. The key metrics to look at are:
- Conversion rate
- Conversion volumes
Top Performing Pages
This part of the SEO report details the pages that perform best (in terms of search impressions/ the total number of times they appear in Google search results). Knowing which pages of the website are getting maximum exposure in search results helps in optimizing high performing pages which can further increase the conversion rates. Also, the underperforming pages can be updated or refocused on.
The most important part of any SEO campaign is finding out the keywords your audiences are searching for in Google. Tracking the movement of the keywords and whether they perform well or not gives you visions on whether your employed tactics are moving the needle. Your SEO Report should include this metric as it gives an understanding to your client on the progress of your SEO campaign.
This metric is one great way to show the improvement in on-page optimization and link acquisition. This ensures better ranking and improved visibility. Some of the popular metrics to track here are:
- Domain Authority
- New referring domains
- Lost referring domains
What Happens Next?
No matter which metrics you plan to pull in your reports, make sure you always have the option to compare time frames, i.e. year by year, month to month, quarter by quarter or campaign by campaign.
Now with all this valuable information collated into one easy to understand SEO Report your clients will surely get a picture on how their website is performing just in few minutes.