SEO reports present some variations with respect to traditional web analytics or conversion reports that must be taken into account.
Obviously, it is necessary to analyze organic traffic generated in greater detail, but there is also a series of external metrics to the web (profile of links, naturalness, and variety of links, rankings, link building report) that is relevant to know the state of a web page and that it is impossible to obtain from a traditional analytical tool.
Let’s see which points are important and to which to give priority in an SEO report:
Although it is something elementary, SEO is usually the largest source of traffic on a website. Giving a global vision to the client of the importance of this medium can be a very good way to start a report, especially in small clients or with limited knowledge of the online medium.
Traffic brand and no brand
Although the evolution of SEO traffic is important (does it grow, decrease or are we stuck?) Its segmentation is even more important. Knowing which users arrive because they look for our brand name -important to include common mistakes when writing it- is vital to identify possible reasons for the variations in traffic.
An increase in SEO traffic may be due to the fact that we have got 50 new links in a week, that we have optimized onsite incredibly or because for a reason totally external to us the company has been a trend, people have sought it, and have reached our page Knowing how to identify and differentiate these points is what makes us a better analyst and better SEO.
Tip: Google Trends can allow you to corroborate search trends for the name of your brand, a product or a section that has had a sudden increase in SEO traffic.
The not provided
When it comes to labeling brand traffic and not marking, we will come up with a problem: traffic not provided. First, try to explain to your client what is not provided and its importance.
Tip: One way to generate a differentiation of brand and non-brand traffic is by extrapolating the traffic not provided between the other two segments, although the higher the percentage, the less reliable the data obtained will be.
Traffic by landing
Since keywords have lost effectiveness in identifying the source of traffic, landing pages have quickly replaced them.
Knowing what keyword each page is destined for is relatively easy to identify the traffic what keywords are receiving. When we consider variations and long-tail we see that we have to refer more to a theme than to a rigid set of keywords.
Ranking of Keywords
The ranking of Keywords allows us to establish a relationship between the traffic you receive and your position in the main terms considered in the strategy. Ideally, there is a clear correlation between the average position within the ranking and the SEO traffic that is received.
Unfortunately, personalized searches, the influence of social networks, influence of location and search history, knowledge graph and a long list of etceteras have made this correlation not as important as it used to be, and in mature accounts, it may be advisable not to pay as much attention to the keywords and rankings.
The reality is that, as a general rule, the smaller the client’s knowledge, the more important he will give to the rankings and the more important you will have to give him in your reports.
As a basic rule, indicating the current positions and last month along with the variation is a good idea. Remember that if you do it using tools, there are hundreds that allow you to measure rankings, although the two that have given me the best result are Authority Labs and SEMrush. If you decide to do it manually, remember to do it in incognito session without being logged in to any Google service. Still, remember that your search will be determined by your location and other factors that may vary.
The profile of links is a determining factor in the evolution of a web page.
That you are constantly obtaining links to new domains is the best guarantee (along with a good on-page optimization) that your visits will go up like foam. Therefore, parameterizing it as an essential element of the campaign is very important.
Unlike with the rankings, since it is not something that the CEO can watch from the laptop in 1 minute, sometimes the client gives more equal. In these cases, we must find the balance between educating the client so that he knows that it is an important metric and not giving too much visibility to a metric he does not yet understand.
If you are at a point where the web is perfectly optimized and you need a link building effort, it is important that we give priority to this metric. Adding the links profile of the competition can help put the concept “ego” in a way that evidences a situation of disadvantage.
How to measure the profile of links? In this case, there are hundreds of tools, from Alexa to Moz, through majestic or raven tools. Mojándonos, our recommendation is ahrefs, with some adjusted prices, some free options and an extensive link profile with constant updates.
In addition to the links data of the competition, or compare the visibility of each one through rankings and tools, the ideal in a report is that you give information about what others are really doing.
For example, if a competitor is growing a lot in visibility and traffic, it is convenient to analyze your blog and social channels and the most recent links detected in order to analyze which strategies or tactics are giving those results. On many occasions, providing a client with information about the marketing and communication effort behind the links profile, mixed with their competitiveness, can make them take the efforts in link building, link baiting, and content generation seriously.
Link building work
Not all SEO campaigns include a link building job, but if they do, it is recommended that the report include a description of the work done. Keep in mind that it is a part of the work that your client is not seeing and on many occasions the description of the work and knowing what something is being done is all that you need.
They can be general guidelines of link building (such as creation and viralización of contents, with examples of results) or a list of the efforts of link building.
If you are going to take the second route, it is important that they contain, at least, the following information:
- Link to the page where the link is: So that the veracity of the information can be verified.
- Way of Obtaining the link: It is different that you have obtained the link through contact, with a comment, registering in a directory or passively thanks to content.
- To which page does the link: To emphasize that we are reinforcing the SEO of the landing pages that we prioritize, and to demonstrate that we also add variety and naturalness in the pages to which we link and that not all links go to the home page.
Apart from these aspects and depending on the knowledge of your interlocutor, you can expand the information with the following points, although in most cases it would be overloading the client.
- Indication if the link is follow or not: We will always prefer to follow links because they are the ones that really add value. That said, Google detects no-follow links, and although they theoretically have no SEO value, they are a natural part of the links generated on the web and should be taken into account. In other words, a great link profile that is 100% follow is not natural, so in its own way, the nofollow has SEO value.
- Indication of the anchor text of the link: See what text has the link. To demonstrate that we do not use terms that can be cataloged as a spam link, that we vary the text that we put and it is natural, but at the same time we optimize the value that it contributes.
- Indication of the authority of the page, through PageRank, MozRank, or other methods that you commonly use.
- Typology of the page: Blog, database, wiki, directory, social network, informative medium, etc. to see the variety of link building work.
- The theme of the page: Education, economy, motor, fashion … to see the relevance that it shares with your website.
- Domain TLD: In what domains are you generating the links (.es, .com, .ru). It makes sense if your client is very concerned about the black hat, or if you want to get extra local value by getting links from a country.
Always explain what you see
Although the data is important, most will be accessible to a person with a basic knowledge of analytical and basic SEO. What really gives value to the report is the explanation behind it: if you are not going to present it personally, it is essential that the document contains an explanation of:
- What is being seen in each moment
- The source of the data, which concrete metrics are being analyzed and the time of the query
- What the data mean: Are they good or bad? What do they owe? What have we done to make it so? Are there peaks or valleys to explain?
- How to change them (if it goes wrong) or keep them (if it goes well)? That is, what is it now?
Your value as an expert – or at least as a person in charge of SEO of someone else’s page – is not only to indicate the current status of the page in a simple and understandable way but to guide your client’s actions through your report and advice. not only to understand what to do and what effect it will have but to adopt your vision and actively engage in the SEO of your page.
We do not have to be afraid that the increase of knowledge about SEO of the client moves us as SEO or as an agency: The more you know the client, the better you can understand our work and the more you can help us. If a time comes when a client decides to internalize the service we provide, it is not because we have taught him, but because we have not been able to adapt to the situation and migrate our role of execution to the tactical and strategic plan, which is where it should be our greatest value
And how is this done? Well, presenting new proposals continuously. Remember that SEO work has no end, and has ramifications in so many disciplines that we can not and should not limit it to technical analysis and link building.
When the client’s website is audited, let’s propose maintenance or technical optimization to improve loading times. Then, we propose a content strategy, a local SEO strategy, the creation of a blog, a blog action hunting, user testing, CRO, Social Media, etc.
All these points can be approached from an SEO perspective and provide enormous value to the client so that if he assumes an area we are always climbing to provide greater and more strategic value. The reports, ultimately, are what give us the questions and answers about what our next move should be.