What Information Should Be In An SEO Report?

Every SEO project is a little bit different, but they have the same core strategies. Due to that, a lot of our reports look very similar to one another. In those reports, we like to include information that shows the progress that has been made month-to-month, quarter-to-quarter or year-to-year. Find out what information is a must for our online marketing reports:

Listing the top organic landing pages for a website is always beneficial for clients so they can see what pages their customers are viewing. Depending on the size of the website, creating a list of the top 10-20 landing pages can help show your client which pages are receiving the most organic traffic. Within that list, you can also create a table that shows a month-to-month comparison with data including organic sessions, new users, bounce rate, average session duration, and other data from Google Analytics. This way, the client can see how the pages performed when compared to the previous time period. This data can also help you determine if some pages need more SEO attention. Abbey Hadar
Abbey Hadar
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One thing that’s easy to lose in an SEO report is context, so I think it’s important to at least have a look at other traffic sources. A huge spike last year, last month, or this month might correlate with a huge jump in referral traffic from getting mentioned in the news or on a popular blog. That can certainly change the perception of how successful your SEO efforts have been either now or then. Adam HenigeAdam Henige
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I believe keyword performance is one of the most important pieces of an SEO report. It gives the client a look into how their rankings for certain keywords have improved as a result of SEO work on their website. It can also show which keywords are struggling so you can refocus your strategy onto new keyword opportunities. You can use your keyword ranking tool to pull ranking data over the past month and see how rankings have changed from the beginning to the end of the month. It also helps to write a paragraph or two to give the client context. You can explain which keywords you’ll focus on improving within the next month, which keywords the website ranks the best for, and if you will be refocusing on different keywords within the next month if one or two haven’t improved in a while. Breanna Ratering
Breanna Ratering
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I suppose the answer to this question depends in part as to whether this is a one-time SEO report or a weekly / monthly / periodical report. One thing that I always look at when I’m running a first-time report is the distribution between mobile, desktop, and tablet devices. Although, this value does not tend to change much on a month-to-month basis, it’s extremely important to know what types of devices your visitors use to view your site. This knowledge can drive layout decisions, the development (or deliberate omission) of particular content features or navigation changes to make it easier for the majority of your visitors to access specific data. Another useful extension to this is to segment your visitors by device type and then see if there is a difference in their behavior on site. Give it a try…you might be surprised at what you see! Jerod KaramJerod Karam
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While traffic and rankings are always important to get in an SEO report, it can also be very helpful to get data from Google Search Console. Viewing the most used queries that your site came up for in Google can provide very important information on keyword selection and keyword demand. It can also help guide the direction of what keyword opportunities should get further attention. For example, seeing a keyword that had a heavy impression volume paired with a upper teens or mid 20s ranking can justify spending more time, resources and content on it to push the keyword up in rankings. Additionally, it can be good to isolate what internal pages are generating Google rankings beyond your homepage. Joe FordJoe Ford
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One of the most important items to include in an SEO report is what’s happening next. It’s great to show your progress through increases in rankings and site traffic. But what else can you do? It is important to tell the client how you plan to continue moving their online marketing in the right direction. If you’ve tapped out with ideas then it’s important to tell a client you’ve done all you can too. Lexie KimballLexie Kimball
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Year-over-year website traffic data is critical for any SEO report because it addresses a few questions. 1. Are sudden changes in traffic unusual or expected? Take a look at what was happening a year ago can answer many questions about traffic fluctuations. 2. Changes in the quality of users over a long period of time. If your website underwent a renovation within the past year, or you have seen a steady change of traffic source distribution, how has that affected the quality of your visits? 3. The overall performance of any digital marketing efforts. It’s easy to focus on wins and losses over the past month or two, but that can be affected by short-term swings in keyword rankings, Google updates, new content, and a slew of other factors. Year over year comparisons provide a better long-term picture. Michael HallMichael Hall
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If you’re running weekly reports for your clients, it’s important to gather and continually check on information about their competitor’s rankings. Becoming familiar with competitor’s SEO strategies, such as what keywords they’re using, will ensure that you can help your client compete in the industry effectively. If your client’s competition begins to outrank them, it may be time to change your strategy and take some cues from theirs. Rianna Middleton
Rianna Middleton
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