Every client has a different goal and expectation in business. Therefore, creating SEO reports for your clients can be a challenging task. The reports that you create must be both robust and elementary.
It holds the key metric in knowing about the optimization process. From your upper management to stakeholders and clients, everyone must get a fair idea about the performance.
With a perfect SEO report, you’ll be able to create the right impression on your clients. Regardless of the specific business goal of the client, your report should be concise and straightforward. If it is long, clients may also lose interest.
Taking this ahead, today we’ll talk about what information or key elements you should include in your SEO reports.
1. Channels of traffic
Website traffic is an important part of SEO. If increasing the organic traffic to your client’s site is your key goal, then this listing should be given top priority. You need to mention about traffic at the beginning of the report.
Use the source or medium section of the traffic report so that you know where the source is. The source also helps to inform about where the money and time should be utilized for better engagement.
For many clients, this is the most important element of SEO. Other metrics are equally important, but this is the most common one that needs your attention.
2. Conversion rates on the site
Traffic is important for any site, but if that traffic does not convert to leads, then it is of no use. Website traffic must increase the conversion rate so that it helps to scale business by converting leads to sales.
Your clients will surely be interested in this metric; it should make a way to the top pages of the SEO report. Once you are aware of the conversion rate and the whole process involved, it will give a clear picture to the client.
You can focus on goal tracking metrics to explain about conversion rates. Once you give an overview, focus on goals and then on conversions.
3. Traffic on page level
As an SEO expert, you might be well aware of where your visitors are coming from, but you would also want to know where they go. If a user lands on your page from Google organic search, then that is amazing, but if you know that they landed on your page through the recent post, then that is even better.
This element helps you to find trends, and you’ll get to know what people are clicking on. From the client perspective, it helps the clients to know whether they need to spend time improving their web page or they need to publish more videos and lesser content on the page.
4. Insight on page speed
Speed is another important metric that should make way to the SEO report. Page speed insight is a Google tool that not only shows your clients the speed of the page but also ways to fix them up.
Speed was certainly not an important factor in the past. But today speed is related to great UX. If the website speed is not good, then a user will not return to that site.
An image or video can also affect the site’s speed. The above tool will reveal the critical or technical issues related to speed that may affect SEO performance.
5. Bounce rate and time taken on site
Both the metrics help you to know about the sticky content. For this, you need to pay attention to monitoring the bounce rate and time taken on the site. If you notice that the users leave the page after ten seconds, but the landing page has many outbound links, then you don’t need to bother about the time taken and the bounce rate of the website.
Focus on the core pages that include videos and content. Is the content you are putting out there grabbing attention? If not, then use other SEO tactics in the list to make conclusions.
6. Links and rankings
Most SEO agencies report on the individual ranking feature, but it should be done with some cautions. As Google shows different results that are based on many factors, including personalization, user, location, and ranking, it does make a difference.
Tracking keywords should be a part of the overall performance reporting and not individual keyword reporting. Use tools that can help you monitor the links.
Look for tools that give you a fair idea of competitors’ links. If the links are attracting higher numbers, you could create a similar strategy for your client.
7. Execution plan and advice
Apart from all the charts and data, include a section that shows what to do next. This will help your client to know about all the things to work upon. A recommendation page is always helpful in SEO.
The best way to elaborate this is by having a separate recommendation section after every metric or element. This will help to turn your report into something actionable.
Most SEO reports are full of data and graphs, so focus on an execution plan as this will give a customized touch to the report.
Wrapping up
A good SEO report helps to determine the effectiveness of the optimization strategy. It helps to identify the areas of the website that needs attention. It helps to understand what the website visitors are looking for and where they are facing issues.
It detects the trends in consumer needs and measures conversion rates. It helps to measure the client’s return on investment. A report must define key performance indicators and complete site health.
The summary of SEO in the report is a detailed outline of the site and other things that a client would want to know. Keep your report to the point and informative. An SEO audit checklist can help you to manage your report.
