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SEO Best Practices Report
Few digital marketers like the reporting opportunity. SEO reports can be tedious and time-consuming to create, and it’s frustrating when we realize our clients (or bosses) are just skimming them for the top insights. But show that the work and results pay off. Consistent reporting builds trust and facilitates continued success. Marketers must know how to leverage data for maximum impact.
1. Choose the right KPI
There is no one -size-fit-all KPI list for SEO. To determine the right KPIs for your campaign, you right understand your customers and their businesses or products to identify key KPIs – try asking them this list of questions to start things off.
Then define the business goal. Do customers want to increase purchases of a product? Increase brand awareness? No matter what the business has set out to do, choose one SEO Strategy will bring them closer to that goal. Then, select the KPI that corresponds to that strategy.
Eg: The higher-level admissions office aims to double lead to prospective online students. To contribute to that goal, the SEO team decided to discover what search queries were made when researching university e-learning programs. Appropriate KPIs for this strategy would include increased ranking position for targeted SAT keywords, increased organic traffic to SAT pages, and organic conversions for websites. SAT goals.
2. Cut out the clutter
Does your report include offsite metrics and pages that are integral to your client’s success? Cut them out! When you try to gather too many charts and metrics into one report, it can cause information overload. Instead of getting as much information as you intended, the reviewers were so overwhelmed that reporting was not helpful.
Eg: A software company whose goal is to increase demo requests. As an SEO, you’ve decided to help them achieve that goal by improving the ranking and click-through rate of pages that have proven to be conversion drivers. Your reports should highlight KPIs related to ranking, traffic, and conversions, while ignoring unimportant metrics like average time on page.
3. Avoid jargon and simplify language
As with any industry, SEO has its own language of practice. Words and figures common to you and your colleagues are often unanswerable to your customers. Take the time to determined and clarify data and their meaning in reports. When writing analytics, use analogies and examples to clearly state what the data means and what to do next because of it.
Eg: The incoming link is a perfect example. Not only do they have different names (“backlinks”), but they also often confuse non-SEOs. You could explain that inbound links are links from other sites to you, which act like popularity votes. The more relevant, high-quality sites you have, the more Google trusts you!
4. Select Useful Data Visualization
Even the best data can be damaged by a bad image. Choose charts and graphs that communicate metrics clearly, accurately, and in a way that leaves an impression. Some of the most popular options to choose from are bar charts (good for comparing categories of data), pie charts (good for showing parts of a population), and line charts (good for showing changes over time).
Eg : Let’s say you choose to use a pie chart to show the percentage of traffic from different referral sources, but you have 20 referral sources that each send some traffic. This pie chart is not only messy (20 is a lot of slices for a pie!), but it will also be difficult to draw any meaningful lessons.
5. Provide detailed information
Numbers are meaningless metrics until they are paired with insights. In other words, don’t stop at giving your customers raw numbers. Collect insights from data and communicate those insights in ways that make sense to your customers. Put yourself in the customer’s shoes and try to answer, “How should I handle this information?”
Eg: Instead of reducing a metric like bounce rate and letting your customers draw their own conclusions, try saying something like “Your homepage bounce rate is higher than average for mobile visitors.” be mobile. This could be because your load times on mobile devices are slower than industry standards. We recommend improving mobile page speed to help improve mobile bounce rates. ”
6. Segment makes sense
Grouping your data gives your customers a clearer picture of what’s going on with their site. You can segment performance data by content type (e.g. blog vs landing page), audience (e.g. US vs Canada) or objective (e.g. info page vs. with the sales page). This prevents apples from being compared with oranges.
Eg: You have an up-of-funnel goal for your blog posts and a bottom-of-funnel goal for your landing pages. Don’t lump them all together. Report on metrics like ratings and traffic for your blog posts and conversion metrics for your landing pages.
7. Connecting SEO Success with Business Success
SEO is a means to an end. Your customers need to see how your success contributes to the things they care about (revenue) or you risk a high churn rate. Before you submit a report, ask yourself if your client can understand the link between SEO metrics and the success of their business.
Eg: Instead of saying “we helped you rank on page 1 for this keyword,” try “rank for this new keyword that is bringing in 200 new visitors per month, resulting in a 25 percent increase in purchases. ”
Now It’s an SEO Report Worth Reporting
When you follow these steps, more time is spent analyzing data and generating reports. Focus on including helpful metrics, gain insights, and connect SEO campaigns with actual results to help your clients grow their businesses.
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