For clients for are not knowledgeable with SEO, this digital marketing campaign is an enigma. Seldom have they known what is going on behind the scenes. Most of the time, they doubt the efficacy of the strategy.
Which is why furnishing an excellent SEO report that would explain what has been happening to the campaign. However, creating SEO reports is a task that any SEO expert frowned upon. But as must it is a chore, this document is necessary to give the clients an overview on what has been happening to their campaign. If you are new to this kind of task, here are the basic SEO metrics that clients need to see on an SEO report:
- Keyword rankings
Some digital marketing experts say that website rankings are not that essential of a metrics that the website traffic, but for some clients, seeing how they fare on targeted keywords are important. It is one of the physical manifestations that the campaign is doing well. Providing a monthly rankings report of the search phrases related to the campaign might help your clients see improvements in their SEO campaign. But you need also to manage the expectations of the client when it comes to keyword rankings. Fluctuations and changes in keyword position is normal. But if there is a continuous deep in ranking performance in the past few months, it might be best to check it out.
- Website traffic
Website traffic is a very important metric in SEO, but it is also very broad. To give the clients an overview, it would be best to break it down to the following: Sessions, Users, Page Views, Page/Sessions, New Sessions, and Average Session Duration. These elements (from Google Analytics) will give you clients a general idea on the website traffic, especially with the number of users visiting the page and how long and how often.
- ROI figures
Before an SEO campaign rolls out, SEO experts and the client usually set a goal that they want to achieve. This goal is also set in Google Analytics. You need to include in the report how far along your team is from reaching that goal and what has been done to reach that goal.
- On page and off page work
Part of SEO campaign is doing off page and on page work on the site. You need to inform the client about the monthly activities and strategies that you implemented that would justify the increase in performance.
- Next action plan
The best way to end a report is to inform the client about your next steps. This would give them something to look forward to for the next month. Be sure to give a list of realistic activities that your team would implement on the coming months.
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