Some of the SEO reports I’ve seen might as well be in French for all the value they add to the business. Poor spacing, too many numbers without any context, and jargon galore – in other words, an excellent way to put your hard work on a fast track to the recycling bin. If you want your report to be relevant and easy to understand, give these tips a try.
Know What You Need
When looking at SEO reporting, countless people get stuck on the first step –what metrics do they need? And how do they go about finding them? If you don’t have a dedicated SEO specialist or an agency to assist, start by researching data studio dashboard templates.
These templates make it easy and efficient to track top pages, keyword ranking, and impressions in one central location. Having a template saves time and helps you track longer-term trends rather than merely viewing month on month data.
Make it Relevant
One of the challenges with data collection and analysis is a lack of relevance. You need to connect the numbers with what they mean for the business, and this starts with understanding what the primary goals are for the organization. Are you trying to increase online sales on the website? Do you want more leads via lead forms on your site? Whatever your main objective, the report should address how the numbers link to this.
It may be nice to imagine that your work colleagues are tripping over one another to get their hands on your latest SEO report. But let’s face it, they are more likely watching YouTube videos of cats playing the piano.
Only the most dedicated (and the senior management team) are going to scroll right to the bottom of your carefully crafted report. With this in mind, make sure you include the critical takeaways in dot point form at the start of the document. What was positive, what needs to be addressed, what are the next steps? This executive summary is prime real estate for all your actionable insights.
The keen beans who read through the rest of the report make it accessible by defining what each metric means. It is all very well to have a chart tracking a dramatic improvement in bounce rate. Still, when various departments and management levels review the report, everyone may not have the same level of knowledge and understanding of terminology. You can make it crystal clear by defining the terms, labeling each chart’s axis clearly, and having those actionable insights in place.
Educate the Team on Timeframes
There is a lot of outdated rhetoric out there about the way SEO operates. Businesses sometimes think that if they haven’t started ranking number one for a particular keyword within a few months, the campaign has failed.
In reality, SEO campaigns can take time to show a tangible return on investment. The impact tends to accumulate as you add valuable content, get more backlinks, add quality external links, and finesse your website.
The industry standard to see results is often estimated at six months, but you will likely see your best results at 12 months (if you are doing it right). Educating the senior management team on these kinds of timeframes helps to set realistic expectations.
Incorporate these five points into your SEO reporting, and you will go a long way towards educating the company about the vital role SEO plays. In return, your colleagues will appreciate your knack for demonstrating the results in a clear and digestible way.
