Creating a proper weekly or monthly SEO report for clients is one of the most important yet easy to mess up tasks in digital marketing.It is quite common to find situations where the client feels enough has not been done on the part of the SEO team even if they have put in the hours. This happens because of a lack of proper communication or presentation of one’s work.
What to Include in an SEO Audit Report:
Professional SEO reporting is key in keeping your clients happy and satisfied and as long as this is not incorporated into your work all your efforts might go unnoticed or in wine.Currently, the biggest reason for high client dropout rates is poor SEO reporting. Reporting is one of the most overlooked aspects of a service based industry and if not done right can be a huge blow.
SEO is a very complex activity and each of the tasks under SEO have unique parameters of their own also known as Key Performance Indicators or KPIs in short.Keeping track of these individual KPIs and then combining them to see the bigger picture can often be a very hard task.
This is where the right reports come to our aid. Let’s look at the specific heads that you might want to add to your SEO Report.
Keyword Research Report:
This is by far the most important piece in the entire SEO report. Here an evaluation of the SEO budget is done along with the cost of including individual keywords. Some keywords may be harder to rank for compared to others and some may bring in a highly targeted audience. You might want to make suggestions for removing those keywords that are not cost effective and focus on highly targeted keywords as it would result in better conversion rates.
Competition Analysis Report:
This is very important as it gives you the overall analysis of what keywords your competitors are currently ranking for, the bank links that they have on their page, what keywords are being promoted and many other things. This information is what brings clarity to your SEO plan.
Doing a website audit will help you cover a number of SEO factors on your website. Although the audit contains mostly on page optimization factors many other factors can be evaluated as well. You will be able to understand the areas that might need improvement and perhaps a small number of changes could turn the tide in your favor.
The impact on search engine traffic:
A report on how much traffic was lost or gained as a result of the website’s current search engine rankings can be evaluated. It is a well know fact the top three rankings in Google search get the vast majority of traffic. The report should be able to convey the value in being ranked on top through actual estimates.
Reports on Link building:
This report should contain link source URL, anchor text, a destination URL, the Page rank and a number of external links present on each linking page.
Taking care of all these things before creating that weekly or monthly report for the SEO client can go a long way in retaining them and getting new ones.