Everyone has their own style and every agency likes to go about this a bit differently, but the fact remains that the core metrics that you should be reporting in SEO don’t really change. Whether you carry out weekly, monthly or quarterly reporting – or all three – here are a number of top metrics that you should be considering when letting your clients know how you’re doing.
Goal Completions – Organic
If you’re doing it properly, it’s likely you’ll have a number of goal completions and triggers set up in your Google Analytics to measure how many people are using your website the way it was intended to be used.
Any Tech Issues
It’s important to pick this up in reporting – and it’s something that’s often overlooked by many SEOs who are too focused on content and outreach. Tech issues can really hold a site back, and whether it’s something server side, on the website itself or simply a slow speed – Google will not take kindly to it and punish your site in the SERPS. Report back on a range of tech issues at every opportunity – and make sure you’re giving your client’s side the best possible opportunity.
Return on investment is clearly a hot topic in the world of SEO, and rightly so. Increasingly, clients are wanting to know more about how their money is spent and what they can expect to get back – so ensure at some stage you are adding ROI facts and figures to your reports. This may be quarterly or yearly however, as bigger sets of numbers are often easier to sort through and see progress – you simply have a bigger data set to work with.
Yes, no matter how many times you hear it, it’s still worth reiterating – you should still be reporting on keywords. You shouldn’t place a huge amount of importance on them – granted – but you need to make sure you’re reporting on them as an overall indicator of how well your website is performing. Of course, if you’re seeing limited traffic numbers from your well performing keywords, then it might be time to rethink your strategy, but you should still bear keywords in mind.
Set Goals and Benchmarks
One of the last things to bear in mind is that you always need to be referring back to goals, deadlines and targets within your SEO reporting. Clients will need to know where their success is coming from, and how far along the road you are when it comes to achieving your targets.
If you need any assistance with your SEO projects, your digital marketing or even simply how to go about reporting to your boss – HookedOnMedia can help. Contact us today to talk to one of our digital marketing experts about reporting and the range of digital marketing and SEO accounts we work on.