8 things to include in every SEO report

If you are adding more clients to your SEO or digital marketing agency, one of the most reliable ways to attract new customers and retain existing clients is by offering comprehensive SEO reports. 

Since many of your prospects might have a limited understanding of what it takes to build a successful online presence, it is up to you to help educate them on how their website can help them make it or break it. 

SEO report

When creating custom SEO reports for prospective clients or existing customers, here are five topics that should always get included.

A Summary Page

A Summary page should be the first page in every SEO report. This page should feature short writeups about the different topics covered throughout the entire report. 

It should outline significant talking points in short, to the point blurbs that are easy for non-specialists to understand. This summary page could layout the essential items of each important reporting area.

Key Performance Indicators

Key Performance Indicators are specific marketing metrics that track the progress of meeting a particular goal or target online. In SEO, these KPIs might include increasing organic website traffic, building a targeted mailing list, increasing visibility online, boosting sales online, or getting viral attention. After working with a client to determine what the most critical KPI’s for their business model, you can set milestones and tasks to help them benchmark success. 

Ideally, when dealing with Key Performance Indicators, SEO companies should aim to meet as many of them as possible. By doing so, you take steps to ensure that you retain a long-term client. As results increase, the less likely your client is to want to stop the midway point in a successful campaign.

Search Visibility

With millions of searches conducted online every year, businesses everywhere can profit from getting higher visibility in the major search engines. As an SEO, you want to be able to provide proof that the work you’re doing is getting measurable results in search results. Ideally, working with a handful of targeted keyword phrases or sets that are potentially favorable terms. Long-tail keyword phrases are ideal for local businesses because they are very targeted to your regional market.

In local markets, making small but significant optimizations made to sites can offer meaningful results that bring a decent return on investment (ROI) for the business owner or website operator. 

To ensure the best coverage in all possible areas, getting listed in important resource sites or mobile apps such as Yelp, Angie’s List, Yellow Pages, and other reputable business resource sites helps to establish more authority as an expert. 

Site Health

On today’s competitive internet, major search engines are putting more emphasis on matching websites that meet several technical requirements. These requirements include having proper security protocols, fast server response times, careful keyword selection, and having credible citations and links back to the site.

Websites are a workhorse for many companies, so taking steps to ensure that it meets or exceeds visitor expectations is vital in providing an excellent user experience while meeting the demands of search engines. 

For best results, major search engines recommend that sites load in two seconds or less. Business websites that take longer times to load are less likely to get preferential treatment and rankings, which affects search visibility.

Further, offering a responsive site that loads quickly on mobile devices helps to ensure that people who are visiting the site on Smartphones, tablets, or other mobile devices is a smart innovation. According to recent statistics, nearly 65% of all internet searches get done on a mobile device, so overlooking the importance of mobile is not an option today.

Content Performance

Website content plays a vital role in the success and sales figures for any business website. A thorough SEO report will help to identify website content that is working, content that should get improved, and content opportunities that are worth developing to get more organic website traffic.

This report empowers publishers and marketers to get a better understanding of how their published content is performing using data collected from visits and users on the website. 

Website pages that aren’t faring as well as others can get evaluated, and re-worked to achieve better results. Simple oversights, such as leaving out calls to actions, are costly! Content performance reports delve deep into the infrastructure of your site and reveal missing elements that could be costing your company conversions and sales online.

In some cases, adjustments can get made to improve the presentation of the information on the page, making it more convenient for visitors to read the content by skimming. 

If running paid advertising campaigns, building specific, targeted landing pages helps get higher rankings and increase conversions at the page. This type of content is highly-targeted and designed to keep visitors on the page. Ideally, visitors complete the desired call to action, whether it is buying a digital download, signing up for a newsletter subscription, or scheduling an appointment.

Website Rankings

Major search engines change their algorithms thousands of times a year. And, as Artificial Intelligence and other technologies evolve, rankings in search are apt to change. Sometimes for the better, sometimes for the worst. 

After determining the main keyword phrases that you’re going to target, keeping track of how well these phrases are performing helps to prove that your efforts to optimize them are working. 

Depending on how well the client’s site development, they may already have rankings. If sites have very little going on due to neglect, it could be your responsibility to develop out the chosen phrases and get them to rank.

Website Traffic And Conversion Report

Quantity and quality of website traffic is an important indicator of whether the client site is meeting objectives. Factors including time spent on the page, visitors converting into leads, prospects, and customers after visiting, post share counts, or direct calls or in-store visitors should all get evaluated and reported.

Different types of traffic help meet specific objectives. For instance, branding campaigns help build general awareness about your website or products. In this approach, you are likely to receive higher levels of traffic to your landing pages. But since this type of website traffic is more generic and not specifically targeted this campaign may not have the most profitable return on investment. 

When generating traffic to E-Commerce sites, the objective to make a sale would be more defined, so sending more qualified traffic helps to make the ad campaign more profitable and successful. 

Providing a report that includes all the data from organic and paid channels helps to provide better insights into what is working for the client and what isn’t.

Ongoing Marketing Strategies And Blueprint

If presenting an SEO report to an existing client, it is always a good idea to include an overview of the current marketing strategy you’re following, as well as the blueprint you’re following to achieve the milestones and objectives laid out in your original SEO marketing proposal or contract. 

By providing your client or potential customer with a well-planned marketing strategy, this helps to prove that you are following the plan to meet significant benchmarks. 

Depending on the nature of the business, ongoing marketing strategies and blueprints could include product launches or releases, exclusive or time-limited promotions, or other methods of advertising and promotions.

As a trusted SEO, the more information you can provide about the work you’re doing for the client, the better. Proof of performance reports is the way to show that the actions you’re taking are making headway towards the client’s business objectives. 

By creating a comprehensive and attractive SEO report for clients, this helps to keep communication lines open. If the customer has questions, a report helps to lay everything out in an easy to understand format. Further, it helps with talking points that everyone on the client and optimization team can stay on the same page.

The frequency of reporting can vary depending on the size and scope of the project at hand. For more significant projects, weekly updates help business owners stay on top of the progression of the SEO project. For smaller or slower-moving projects, you may opt for monthly or quarterly reports instead.

SEO reports help create credibility since, in many cases, reports are generated using software used solely to evaluate traffic, website rankings, track links, and measure advertising results.