How to create a comprehensive SEO Report in 5 steps?
Here at ViduPM, we excel at creating SEO reports that are informative, reliable and accurate, for both you and your customer. Our goal is to make SEO reporting a profitable marketing strategy. When data keeps rushing in from all directions, it takes great efforts to keep it organized and make logical sense of it.
The only way to take the pain out of monthly reporting is by working with a well-designed SEO template to create a superb SEO report. Our top tips will help you create a comprehensive SEO report in just five easy steps. Here’s how:
1.Jot down the four “W’s”
Before you begin gathering the data, examine the question “Who”. Ask who the report is for? Will the report be viewed by the client’s marketers, the Managing Director or the Chief Executive Officer?
Next, ask why you might be reporting for the client? This will naturally beg the question, “what”. What are the client’s goals? What do they want to find out? Lastly, answer “when”. What is the date range that you need to report?
2. Get Started
What metrics would you like to include in the SEO report? Answer this question by thinking about how your Overview page should look like? There are certain metrics that you must include. The following metrics are what we recommend:
SEO Rankings– A snapshot of your SEO ranking report will show your current position and how it improved over time.
Comparisons with Competitors– Includes a competitor ranking analysis of your top five competitors.
Summary of Top KPI’s– Includes a month-by-month performance and comparison against the set targets.
Brand versus Non-brand Keywords Split– By number of keywords converted and used, traffic, etc.
Conversions and Revenue according to Traffic Source– From keywords and search engine for the previous six months.
Visits according to Traffic Source– Breakdown of traffic resulting from Organic Search, Paid, Direct, Social and Website referrals.
Search Visits– Top 20 keywords and top search engines in the last six months.
Social Media– Metrics for Facebook and Twitter.
Content -Top 10 pages by conversions, views and bounce rates.
Backlinks– Link data from your provider.
Paid Media Data– Data from a display ad platform or Adwords.
3. Find that Data
You may gather data from Google Analytics or other analytic service providers. Use the same to gather data from social networking channels and search engines. If you prefer to gather the data yourself, give yourself substantial time. In either case, collect data on a regularly scheduled basis. This will help you stay informed of how online channels are doing and take actions accordingly, in to improve results.
Lastly, if you’re manually going to collect the data into an SEO report, have another team member check it over. Looking at numbers for too long can lead to serious mistakes.
4. Make the Report look Good
After gathering all the data, familiarize yourself with the results. It may contain trends that you want or somewhat opposite; but in either case, stay focused and consider the information.
Start by creating the front cover page. It must contain your agency’s logo and the client’s details. This is a good place to market your brand, so make maximum use. Working with an SEO template will help because you can customize the style and look of the report. Other details that must be included are Client’s Name, Report Submission Date and your Agency’s Information. Pay attention to the color schemes and don’t forget to include a table of contents. Again, you can preset the look of your SEO report with an SEO template and customize accordingly to save time.
Next, organize your data into categories to make it easy for the client to understand. Include graphs to give a visual representation of your analysis. It also gives a break from all the reading.
5. Analyze the Results
After you have formatted the data into a concise report, it is time to analyze it. Include comments, recommendations and work planned for the future. Suggest actions that the clients can take. This will provide value. In addition, you need to delve deeply into the results. Ask yourself, “how do we know that the changes we’ve made are related to the results being observed?” and “how do we know we are learning the right lessons from those changes?” Regular reporting enables you to stay ahead in the game. It enables the client to take swift actions.
Having a detailed SEO Report for your project certainly helps up in analyzing the best of efforts. Provided with all the relevant KPIs, this report not only gives an overview of everything that has been carried out for the project but also paves a path for the decisive actions to be taken in future.
With the 5 steps listed, it becomes pretty convenient to prepare a comprehensive SEO Report for the client & to get a direct insight of the whereabouts of the project.