Search engine optimization is a dynamic field that continues to evolve with the changing landscape of the internet. As new algorithmic updates are released and user behavior changes with the...
Although implementing search engine optimization tactics is what you do best, creating reports for the clients can sometimes be a daunting task. Since every patron and business possesses their own unique goals, it’s important to provide a robust report that lets them know how well your campaigns and strategies are performing to boost their website. That being said, if you have no idea where to start with your upcoming SEO reports, here are six essential elements that are worth including.
#1: Website Traffic
Since most businesses prioritize increasing organic traffic to their websites, traffic should be one of the first elements highlighted in your SEO report. To show your digital marketing agencies’ value, you will want to utilize the source/medium feature of Google Analytics. This component allows you to pinpoint specifics that can be used within your traffic report, which provides key details about where the traffic is coming from. Not only does this allow you to share your efforts with business owners, but it also enables you to place them on display and offer advice on where time and money can be spent to better the digital strategy in the future.
#2: Conversion rate
Your client’s website could have all the traffic in the world, but if visitors aren’t inclined to make a purchase, it may seem like your efforts are wasted. Keep in mind that while it may take some time before your work starts converting, it’s still important to include it all in your SEO report. After all, conversions show how much money the website is making based on your efforts, and in the coming months when ordering increases, you want to ensure that credit is given where credit is due. The best way to illustrate conversation rates to your clients is through goal tracking, which measures how often users are completing specific actions. This includes the open rate, the click-through rate, and the number of conversions on your client’s site. On a side note, once you know the conversion rate, it will help you better explain other details of your report to the client.
#3: Page traffic
Knowing that visitors are reaching your client’s website is a great starting point, but it’s even better to know where they’re going from there. Whether someone reaches the website through an organic search result or they find a recent blog post, pinpointing these trends is a fantastic addition to any SEO report. Aside from knowing that your efforts are working, it also helps the client know that it’s worth investing in added content to improve other pages or product/service descriptions on the website.
#4: Page speed
While this metric is often overlooked on SEO reports, it’s an important asset like any other highlight. The success of any search engine optimization service depends on the website’s ability to perform and give the user a great experience, and if the site takes too long to load or is slowed down due to an overflow of content, it could be causing critical technical issues to the SEO performance. So, if there is room for improvement, remember to include it in your next report. Your client will thank you for your additional efforts!
#5: Time on site/bounce rate
This metric is an extremely important extra that in our opinion, goes above and beyond what’s expected from most SEO reports. While you have already spent time explaining the efforts that are working to increase your client’s website traffic, conversions, and visibility, the time that’s spent on the website and the bounce rate are metrics that delve deeper into the minds of their target audience, giving insights into many areas that have room for improvement. Be sure to check if their landing pages include outbound links and focus added attention on core pages, like pages, and other pages that feature rich content, such as videos. If the website isn’t retaining the user’s attention, perhaps include some ideas at the end of this section of your SEO report.
While keyword rankings are the most popular choice, there are other types of data based on a variety of factors like history, personalization, and even where the users are searching from. Be sure to show your value by tracking your position, but also remember to highlight the overall performance of the other elements of your work as well.
Are there any other recommendations that you have to ensure digital marketers are crafting the best SEO reports possible? Drop a comment below.