How To Do Reports On Your SEO Efforts: Proven SEO Reporting Best Practices That Boost Client Retention
Wow, talk about a waste of time! All that time you spent compiling data and creating a report could’ve been wasted if your client never reads it. Sounds frustrating? It is! But now, all your hard work will be seen by your client right on their computer screen. No more dusty inboxes for you! You can now put all your frustrations away with this reporting strategy.
With the growing complexity of data, it can be hard to ensure your client is reading your reports. But not to worry! We’ve got a solution that will keep your client from forgetting about you!
Why You Should Report Visually
There are a couple of things that make it so much easier to report visually. The first is the fact that we’re all used to it. Visuals help to focus on a detail or area without having to take time to digest the bigger picture.
But, more importantly, and I touched on this earlier in the article, you can see patterns and trends in the data better. Once you start seeing what the trends are, it’s easier to go back and make changes.
Getting your reports ready for SEO
The key is to make sure your reports contain the basic information you need to make a quick decision. Use our visual SEO reporting guide to build your own reporting template and to help you get started.
Visual SEO reporting tools and tips
Keep in mind that you don’t have to rely solely on one tool to perform SEO reporting.
Create a Reporting Template
If you don’t have one, then create a template that works for your business.
Why? Here’s the reasons:
Find a template that matches your exact goals
Keep it simple
Use advanced formatting options like reports based on tools, vendors, dates, or keywords
As I mentioned before, you want to tell your clients exactly what you did for each page. What content worked well? What areas need more emphasis? Which link was clicked most? Etc. etc. Make it easy for them to see the information they need to work on.
If you are still struggling with what information to put in your report, consider the following:
Bing Search Results Page (on mobile)
Other Site Elements
Look at your search keywords and break it down by different combinations.
Use Numbers to Your Advantage
There’s something about numbers that get human brains really revved up. And as SEO professionals, your clients probably need to see and understand some numbers to understand what you’re doing in their site, what your client has invested in it, and how it has translated into results.
There’s a reason that sales reports and results statements are full of data. If you are completely unable to present numbers in an easy-to-understand manner, it’s best to keep your numbers to yourself.
Numbers Don’t Do Us Any Good if No One Understands Them
If your clients are not invested in the growth and improvement of their website, no amount of numbers will help them get what they need.
Averages and Totals
So you want to be more responsive, but you don’t want to dedicate more time to pulling reports. In that case, I think we can all agree that averages and totals are useless, right?
Why is that? Because averages and totals won’t tell you the whole story. To really know what’s going on, you have to understand the SEO metrics in context.
For example, many clients might use this template and report an average rate of an SEO’s visits to their site.
Unfortunately, they may not know what that means.
Trendlines and Comparisons
Although these reports are not an exact science, many of them are the result of an actual understanding of how search engine optimization (SEO) works. While it may seem unnecessary to lay out a step-by-step protocol for reporting data, doing so helps you establish a best practice for making the most of your report.
Other SEO professionals in the industry agree that developing a standard reporting structure is a very important part of keeping your SEO efforts at peak performance. Regardless of whether you’re a solo practitioner or a company with a multi-person team, ensuring that you and your team are comfortable with how your SEO data is presented will serve you well.
Draw Attention To What Matters
Getting real insight into your clients’ online footprints is the first step to gauging a client’s online strategy.
They need to be able to understand what’s important for them, and that begins with connecting with the marketing team to determine the client’s core marketing objectives, KPIs, budget, and desired outcomes.
But for many, that level of transparency can be tough to navigate. They’re frustrated to find that the KPIs you thought would be fairly straight-forward are more like fuzzy dates and times and arbitrary volume figures that don’t equate to a clear picture of the results you are delivering.
Making the Connections
But there is a way to offer that real value: proactively connecting with your clients’ marketing teams.
You’re Not Done Yet!
It’s time to take action! There are four key things you can do to improve your client retention and ensure that the data you gather in your reports provides the insight your clients need.
- Create A Checklist Of Client Needs
For best results, you should create a client retention checklist to guide you in creating and updating your reports. This checklist should include the following:
- Key data metrics: This should include the following: monthly recurring revenue, annual recurring revenue, lifetime value, conversion rates, ROI, and acquisition rates.
- Key success metrics: This should include the following: conversions, sessions, website, and mobile app interactions, engagement, opens, clicks, and sales.
Contact us so we can email you the FREE template.