When it comes time to create helpful SEO reports for clients as well as employees of your team It can be difficult to find the most effective, most pertinent information with what people actually would like to see. In essence, you must demonstrate to your customers that your efforts are effective and producing results that benefit their business. However, if you want to show progress you’ll need to consider whether they would consider to be progress
- Do they want to drive more traffic to their website?
- To increase sales overall?
- Do they want to improve their ranking?
- Do they hope to begin ranking for a certain keyword or to break into the market in a way that could bring in more money?
No matter what their particular goals, you’ll have to write reports that are short, easy to comprehend and easy to understandto make your customers aware of the reason they should invest into SEO and your products. If your report is too long, the client could lose their interest. If the report is small or does not include the information they believe to be the most pertinent, they might think about what exactly that they’re spending their money on!
I like thinking about writing SEO reports as if I’m writing an experiment I have an end goal or issue I’m trying to resolve and a plan of action that will help me achieve this goal and help me solve my issue and a process to follow. This all produces observations that allow me to measure my progress and establish goals for the future.
In this episode of Next Level, we’ll talk about the information you need to add to your SEO reporting. We’ll explain the modules you can incorporate into Your Custom Report using Moz Pro for you to show the data. If you don’t own Moz Pro but want to test the Custom Reports, you can try them out during one month of free trial:
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1. Find out what you want to achieve
What is the current SEO purpose in relation to how it will fit with the goals of your client’s business?
The first step of every endeavor is determining what you want to accomplish. It’s important to define your current SEO goals in detail for your customer. For instance, your goal might be to boost ranking for certain keywords, increase the overall search visibility or to build more inbound hyperlinks. In addition you’ll need to describe the ways these goals affect the overall business of your client.
Set clear business goals like “increase monthly revenue” or “drive more traffic to your online shop,” however, be sure to describe the reason you’ve selected those as your goals. Simply telling your client that you’re going to work on improving their rankings for keywords isn’t enough to help them know why it’s so essential. By describing the goals you’re working on and the reasons you’ll not just give directions to your report but also help your client set expectations.
2. Create your own hypothesis
What should your efforts be directed towards achieving this objective?
What you’ll do to achieve your client’s goals in business via SEO is something you’ll need to consider when you’re putting your SEO report put together. What are you thinking needs to happen to ensure that the expectations of your client and their business objectives are met? For instance, if your client is looking to boost the number of organic visitors that visits their website You’ll need to concentrate on improving their search engine rankings.
“Okay, but how are you going to do that?” asks your client. Here’s the place to sketch out your strategy and the things you believe will be most effective including ensuring that each page is equipped with metadata descriptions with at the right length or that every page has titles tags.
Inquiring yourself about these types of “how” questions in advance will ensure success when it comes time to make your report. A clear understanding of your process — the way to go will ensure all relevant information is included . It will also ensure that it doesn’t be lost in a sea of irrelevant data to your present goal. It’s important to start early to define the next steps will ensure that you are on the right course and write simple, easy-to-read reports.
SEO isn’t always easy This is likely the reason your client has hired you! Be sure to describe the goals you’re aiming to achieve and how you intend to accomplish it, and the reasons for doing so. This will prevent your client from being disengaged and asking themselves questions such as “What do I have in mind? Does this really help me?”
A clear, concise explanation is as easy as this:
“I’m working to make sure every page on your site has relevant meta descriptions to ensure that users are better able to discern the quality of your site they’re searching for in search results. This will improve your overall click-through-rate and should boost traffic to your website.”
If you can tie your goals straight into the explanation of why you’re doing and the way you’re going to accomplish it, then great!
3. Define your procedure
What have you done to achieve this objective?
Let us show the work you’ve done to date! This is where you’ll highlight your SEO goals that you’ve already accomplished such as rewriting the missing descriptions, sorted out problems with 404 pages on the website or pages that are optimized to target keywords, and so on. The people want to see proof that their investment is making a profit So, make sure to remind them of what they’re paying you for and write a comprehensive report to demonstrate how successful you’ve already been.
This Moz Pro Custom Report tool is a great tool to help with this kind of report along with it’s “Observations” portion we’ll talk about in a moment. It is possible to use the helpful illustrations within the Custom Reports modules to illustrate the work you’ve done and also outline what you’re going to tackle in the coming weeks.
4. Keep track of your observations
“Observations” or the “Observations” portion of your report is where you can provide real-time facts to your customer. You’ve laid out the steps you’re taking to help them reach their current SEO goals, now it’s time for you to present what the result of your efforts.
The concept here is simple: show your customer what keywords have seen improvement in search engine rankings and also how their Search Performance has changed since their last report. For greater transparency, you might consider including details about ones that didn’t perform so well. Now is the perfect moment to inform your client how you intend to address those keywords that aren’t performing!
It is also possible to demonstrate the position your client is in with their main rivals and highlight specific examples of improvements.
This is an illustration:
“Although the rank dropped for 5 of your target keywords, your overall Search Visibility is up by 7%, and you’re ranking higher than your competitors for all 5 of those keywords.”
It’s crucial to keep your client’s expectations in check by reminding them that a fluctuation in rankings for keywords between weeks is quite normal. Comparing results over a longer amount of time can be more accurate in assessing performance.
An excellent way to bring more information regarding the rankings of your keywords in Your Custom Report is with Page Optimization modules. Its Page Optimization tool lets you connect a specific page of the website you’re tracking with a targeted keyword and get a report on the level of optimization that’s been made for that particular keyword. This is particularly useful when your client has specific keywords that they must be ranking for. Its Page Optimization tool offers suggestions on how you can increase the chances of ranking and also will highlight the things you’re doing already that are helping your client get to exactly where they are today! When you include Pages Optimization sections to the report they’ll show not just the improvements that you’ve made on certain pages, and how rankings have changed for the keyword/URL pair however, they could be a good way to highlight pages that you aren’t yet working on that could be great possibilities for optimization.
Traffic coming inbound
Informing your client of the increase in users are visiting their website is a simple method of showcasing the improvements you’ve made. If you’re able to, be sure to specify what you believe the rise in traffic comes from, whether that’s due to increased keyword rankings, the creation of new backlinks or any other reason that are related to your work.
In the event that one of your objectives is to increase the number of backlinks to your client You’ll need to demonstrate to them how you’ve done it. Be transparent about the kinds of backlinks you’re hoping to obtain. For instance, if, for example, you’re looking for quality over quantity, and you’re focused on acquiring hyperlinks from sites that have an excellent MozRank as well as MozTrust ensure sure to inform your client know about this and describe the impact it will affect the backlinks profile of their site. Do you think your strategy will result in more links in general or more quality ones — and what is the best strategy for your company? Discuss why your goal is the best strategy to approach to achieve your overall business objectives.
Incorporating the Site Crawl modules in Your Custom Report can effectively illustrate the work you’ve done in relation to your client’s site in particular. For instance, if you’ve concentrated on redirecting 404-related pages to active, live pages, you can display a graph that illustrates the decline over time on pages that return this kind of error. Maybe you’ve been working to clean up redirect chains, examining meta tags that do not index, or editing pages that have small content. These tasks are outlined so that you can track the progress you have made through the Custom Report using Site Crawl modules. Additionally, you can utilize these tools to demonstrate to your client how their website has been improvedfor e.g. through displaying a consistent number of pages being crawled each week and decreasing percentages of site-wide issues such as thin content and 404 pages — and also highlight the areas on their website that you think require some improvement.
5. Make your own conclusions
Once you’ve outlined the work you’re doing as well as the reasons behind it and how it’s affecting the business of your client so far You’ll need to explain what they’ll be seeing in the future. Inform them of your next plan of action is and what you believe works (or ineffective) to ensure they are ready for the next report you write. If you’re planning on working on optimizing your pages for keywords that aren’t currently ranking or you’re planning to look for link-building opportunities, be sure that they are informed!
Do a final review
Last but not least, prior to sending your fresh report for your customer, be sure you review it once more to make sure it’s telling the right story.
- Does it clearly explain the work you’re doing and how it’s positively impacting their business goals overall?
- Does it employ a language that is simple to comprehend and your customer will appreciate?
It’s not everyone who is an SEO expert, which is why it’s essential to ensure your report can be understood by the audience. For instance, if your report has demonstrated that their overall search performance has increased do they know the terminology and what it signifies? If not Did you take the time to explain why it’s happening and why it’s significant? Consider viewing the report from the perspective of your client’s viewpoint and determine whether you’re able to see what’s really important in the information you’re sharing. Doing this will help you to strengthen your report , and ensure that it’s a true description you’ve done.
Set up your report to automatically send
In within the Custom Reports section of Moz Pro it is possible to configure your brand new report to be emailed every week or every month to keep your customers informed about the progress of your SEO efforts. It is also possible to send your report to everyone who may be interested in the outcomes of SEO like employees or others.
Most important to do is ensure that your customers know the value of what they pay for! They’re looking for tangible results that can be applied to their specific business. An expertly-crafted, well-thought SEO report will help simplify your work and allow your client to feel secure knowing that the investment they made is paying off.