Creating SEO reports is definitely a task that nobody wants to handle. If you got it wrong, it can affect how client’s perspective towards the campaign and it will also affect the preceding reports that will come after it.
One of the most common dilemmas of SEO experts and SEO companies is not knowing where to start. With all the SEO elements involved in the campaign, it is hard to keep up which one should be included or not. If you are having a hard time piecing together your SEO reports, these pointers might be able to help you.
- Be clear with the KPIs and metrics
One of the reasons why most SEO reports are convoluted is because the team is not aware of the goals and KPIs set for a specific campaign. More often than not, they end up creating SEO reports that are generic and have less value. Make sure that everyone working with the team is aware of the KPIs, goals and metrics set. Each SEO campaign is different and there is no one-solution-fits-all strategy set for all. Although there will be instances where some campaign will have the same metrics, their end-goals and result will be different. It is imperative that the team is aware of the agreed end-result so it will be easier for them to know what metrics they are going to measure.
- Gather all the data you need
This is definitely considered one of the hardest parts of creating a report. Although it sounds like you are just extracting the data from your Analytics tool, you need to be cautious about the kind of data you are getting. Getting the wrong ones can potentially mess up the whole report. List down all the data you need and the time frame.
- Get a list of monthly activities that has been done
Once you are done gathering the raw data from your Analytics, it is time for you to know what are the specific strategies and activities that were implemented for the current month. You need to know what these activities are as it can justify any changes in the campaign.
- Check the current algorithm changes
You need to remember that the search engine is regularly tweaking algorithms that can affect your SEO performance. Be sure to be updated on the latest algorithm changes being implemented.
- Analyze the data
Once you have all the information that you need, it is time for you to analyze the data you have. Take some time to look at the metrics and compare it to the previous month’s result. If there are significant changes in the metric performance, find out what cause these changes and what are the factors that contributed to the increase or fluctuation.
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