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There are plenty of reasons they rely on us to help – We have partnered with hundreds of clients over the last six years.
During that time,
We have created thousands of links and 1st-page search results as well. You can trust us to teach you how to prove your value with your SEO reporting.
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Are You Monitoring or Reporting?
If no one is interested in reading your SEO reports, the reason is that you are mixing up monitoring and reporting. Monitoring is the everyday data or when you check in to make sure that everything is going as it should be.
Reporting is the final result.
It is proof that your hard work is going in the right direction. If you notice that things are not going as well as they should be, you can always work to get back on the right track.
What most people do not know is that you should have two reports instead of just one. These are one for yourself and one that you show to stakeholders.
What is the difference, you ask?
Well, the one for yourself should be a diagnostics dashboard. It is focused on what is going on right now.
Have your rankings dropped?
What can you do to fix them?
Those are questions you should be able to manage with your dashboard.
Are you wondering why you need a dashboard? It allows you to catch errors right away. Suppose that an update removes some code accidentally from a website.
You can fix it right away if you catch it- waiting would be a disaster.
Keeping your eye open for those issues is essential. Plus, if you fix it quick enough, you do not even have to add it to your report at the end of the month. You will see the results of your efforts much faster using two reports.
Once you have your diagnostic dashboard set up, you only need to show the stakeholders the final results in the second report. Even better if you only give them the ones that are connected to specific goals.
Business Goals, KPIs, and Metrics
It is time to have a conversation with your stakeholders. What matters the most to them? First of all, you will want to find a middle ground with them for your goals with the company. This could be a lot more than just marketing goals, by the way!
What milestones does the company need to reach this year? That question is always a good place to start.
As an example, suppose that a client asked you to reach the following goals:
- Increase qualified leads to 300 every month
- Reach a qualified lead breakdown of ;
- 25% of new equipment sales
- 25% used equipment sales
- 50% of parts and services
Working with SEO means your goals are going to be less measurable than that.
You will need to change your goals from something like “increase brand awareness” to something measurable- that way, you can show your stakeholders that you were successful.
If you track your leads using division, you can see if one of them is having a harder time than the rest. Knowing that will help you in your SEO work.
You could focus your efforts where they need to be to meet the client’s goals.
Using the above example, you will know that 80% of your SEO needs to be for the parts, and service leads to meet your goals. The other two need 40% each.
How to Build Your Report
Now you can make your report!
Does it only need to be on 1stpage?
Yes. You probably are including too much information in your current reports.
Always Use Their Words
As you report to your client, make sure that you are using the same words used in other reports.
Noticing the term used when they talk about goals, try to phrase your sentences the same way that they do.
Doing so is simple and will make it easier for them to read your report.
You Don’t Need to be Present
As you write out the report, try to do it in a way that you do not need to be there to explain the information in it. It should make sense whether or not you are present.
The report needs to be easy to understand by everyone- plus, you want it understandable in the future too. The easiest report always comes in graphs and charts – This in the past has been the cheapest to report your process and reducing the rate clients draw you back for explaination.
Try to Avoid Tables
You probably like to add tables in your reports- we are all guilty of it.
Graphs are always a better option. They provide information at a glance and are much easier to make sense of.
Not everyone is going to understand a number filled table- plus, these charts take a lot longer to read than a nice, simple graph. You can easily make a line or bar chart in a variety of programs.
When you do have to use a table, make sure that you include graphs with it to present the critical information.
Proving Your Worth
Reporting is pretty easy to procrastinate on.
The best time to start working on them is as soon as you can. It is easier to constantly add little pieces of information than to have to put together the entire report in one evening.
A clear and concise report will help you stand out.
Clients do not switch companies because they want more of the same results. They will make changes when they do not understand what you are showing them in your reports- being clear will help you avoid that.
As long as you can make your goals clear, short, and simple to understand within your reports- you will easily be able to make it where you need to go.
SEO Reporting: Summary
In SEO reporting,
the best thing you can do is be concise. Present your information on one page whenever possible, and use visual graphs to make the data more understandable.
You will be recognized for your worth in the industry if you can do that consistently.
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Elena is an SEO and Keyword Research enthusiast, Contributes to the blog section, and manages the chat system at 1stpageKWs. She loves spending her precious time with the family.