SEO Reporting
Enterprise-level SEO provides consistently outstanding ROI over the life of the project. One of the best ways to substantiate this is through ongoing reporting.
In the past, many SEOs relied simply on providing visibility reports that detailed the rankings for particular keyword phrases within the top search engines such as Google, Yahoo, and MSN/Live Search. Although this type of data can still be an excellent illustrative example of the success of a project, there are many possible ways that reporting of this nature can be misleading or irrelevant from a conversion/revenue perspective.
This week I will discuss the elements of reports referencing standard, we offer our clients. This is not the only way to do it, but our reports are valuable in providing an overview of actions in SEO campaigns. Please note that based on the client, we also provide modified / customized reporting formats and dashboards, as indicated by the project as possible within the resources available in the current project budget.
Executive Summary
This will give an overview of campaign performance and activities of the last period (usually one month). In addition, this section can provide a number of other figures, which are based on specific customers and their analysis tool (s) (eg, Omniture, Coremetrics, etc.). Summaries are typically composed of senior strategic accounts, and thus by the project manager style, and consistency with other communications with customers.
Information Visibility
SEO at the start of the campaign, a keyword search that iterative key phrases that are directed to the list. Ideally, once the keywords are selected baseline or benchmark ranking report for positioning in Google, Yahoo and MSN is located. This example of keywords typically ranges between 200 and 2000 (and more) sentences, and is measured continuously.
Our visibility report provides the base location, setting up the previous month, and placement month. It is important to note that these rankings should be viewed as a snapshot in time because they can not actually correspond to the order of keywords when the report was completed and delivered.
One word is too vague: the visibility report can be deliberately misleading in an ethical SEO to give him. You can "stack the deck" with easy-to-rank keywords if the right questions are not asked during the keyword selection is complete. This can also happen unintentionally if SEO is not enough knowledge to know which words are important to follow.
Analytics Reporting
Google Analytics is the main driver of practical information contained in the report on progress SEO. A series of KPIs (key performance indicator) may apply, but typically contains organic traffic (in common with the research and no-name brand when possible), the biological conversion percentage, the average order value, revenue per visit and, if possible, in cases where the research took place to buy a course before the final conversion takes place through direct trade or sponsored ads.
In some cases, the analysis of customer information is on the dashboard, while in others, just high level indicators include an executive summary. E 'at the discretion of the strategist and project manager. The most important thing to remember is that this is information that should guide the strategy and the continuous changes in the SEO campaign.
Do not be fooled by misleading the relationship of vision! SEO as a client, you should seek further information to use as much information as possible, especially in organic traffic.
