SEO Reporting Guide 2022
Several measures should be employed, including keyword ranking, readability, CTR, domain authority, page speed, and backlinking. We'll investigate them later.
Improving these may help your site rank higher and appear more prominently when a relevant term to your company is typed into a search engine.
Once it comes to marketing your business, product, or any other aspect in the digital arena, SEO becomes critical. No matter how wonderful your offerings are, customers are unlikely to visit your website if they don't find it in the first few pages of a Google search.
Why is SEO Reporting Important?
SEO means "Search Engine Optimization". It's improving the quality of your website, hence "optimization". This has to be according to search engine algorithms, which define how you rank pages in search results. This might include some on-page and off-page elements that must be addressed for a site to rank higher.
The idea is to examine your SEO performance and change it to benefit your website. While certain parts are universal, a lot relies on your brand and how it operates to obtain the most organic traffic. With the active study of keywords, visits, and website conversion data, SEO Reporting Tools may assist in fine-tuning this process.
What is SEO Reporting?
An SEO report summarizes key SEO indicators that represent company growth, search engine performance, the strength of the backlink portfolio, and the health of your website.
It's your key resource for keeping track of the development of your job and its influence on your customers, managers, and superiors. These stakeholders, after all, want to know if their money is being spent on you.
While you won't be able to win every month with SEO, a good SEO report should show that your efforts will likely pay off in the long run.
An excellent SEO report will contain an overview, important metrics (typically shown in visual elements such as charts etc), and recommendations for future steps. Also, it would be ideal to have answers to these questions on the report;
- What steps have been taken forward?
- What actions have been carried out, and what effect have they had?
- Suggestions for accelerating growth.
What to Include in Your SEO Reports?
Establishing expectations with your customer will determine what and how you report on your SEO efforts. While SEO reports vary depending on the sort of company a customer has, this is what most people like to see below.
- KPIs of SEO values - Assess SEO indicators linked to revenue growth.
- Changes in the ranking - See how the ranks of the essential keywords have evolved.
- Changes in the volume of organic traffic - Check how the previous two elements convert into absolute traffic figures to see how organic traffic is progressing.
- Backlink expansion - Look for new, valuable referring sites that boost traffic and/or pass link equity.
- Health of overall SEO - Confirm that the website is doing correctly in terms of technical SEO.
However, throwing a number of metrics into a document isn't the end of your reporting project. You'll have to decipher them. Your SEO reports should be as concise and logical as possible when describing the effect of your efforts. That's also how we created the template.
SEO Reporting Metrics and KPIs
1. Technical SEO, 2. Keyword Rankings, 3. KPIs for Content Marketing, 4. KPIs Related to Link Building, 5. SEO Reports for Local Businesses, 6. Conversions
1. Technical SEO
Technical SEO includes things like speeding up your site, repairing broken links, and resolving 404 issues, among other things. This SEO aspect is concerned with ensuring that your website can be properly indexed and crawled.
You should also report on your site's technical health from a reporting standpoint.
You should either add major technical SEO problems and issues to your activity pipeline or mark them as a priority.
2. Keyword Rankings
Higher rankings should result in greater visitors and transactions, but the reality is typically a little more complicated. Also, it would be best if you didn't rank for the incorrect keywords. Otherwise, you won't get any conversions.
Clients anticipate noticing a boost in their ranks, sometimes at the keyword level. You may utilize a variety of tactics here, but we advocate combining keyword rankings with a clear indicator of total organic exposure. Popular key performance indicators are average position and also keyword visibility score.
3. KPIs for Content Marketing
Many firms are investing heavily in content marketing right now and want to see a return on their investment. Knowing which pages on your site generate the most visits as a result of content marketing-driven organic traffic is critical.
The highest pageview and average landing page conversion rates are two common content marketing KPIs.
4. KPIs Related to Link Building
Links are still a significant ranking component, and there's a good possibility that any SEO report will include a section on links.
Transparency always pays off. You should have nothing to conceal if you're creating connections appropriately. One of the main reasons why customers are hesitant to hire an SEO company is that they are worried about the quality of the links that will develop. The Authority Score is a useful KPI for determining the quality of your connections.
New/missing links, link growth over time, and toxic link score are common link-building KPIs.
5. SEO Reports for Local Businesses
You should be acquainted with Google Company Profile if you operate a local business (formerly Google My Business). It's a critical platform for any company with a physical location or that serves consumers at their locations.
As SEOs, you must report on this platform, while working on local SEO, this is the most important addition you can make to your reports.
Impressions, Views, Photo Views (Merchants), Post Views, Reviews, and Average Review Rating are common KPIs for measuring local SEO.
Conversions are the lifeblood of every company and are the primary KPI of any SEO strategy in many respects.
We implement SEO strategies to boost website traffic and related conversions to create leads or close sales—this is the final aim. Conversions should be reported with the dashboards. Otherwise, we're merely reporting on a portion of the story.
How can You Create an SEO Report?
1. Establish your goals, 2. Choose key performance indicators which you'll require, 3. Create and distribute your report,
Not sure what to include in your SEO reports? Let's check together…
Search engine optimization, as you may know, is a long-term investment. It's advisable to evaluate your plans every month so you don't get bogged down with little things that might alter suddenly and without warning. Mainly SEO reports are done monthly. But you can choose to make them weekly or daily as well.
1. Establish your goals
You must understand what your client's goals are. Meet the business owner or marketing manager, then learn about what they are looking for in general marketing tactics. Discuss their existing SEO goals with them, then do an SEO analysis and/or SEO audit to see how they connect with their company objectives. Make sure your customer understands these objectives.
It would help if you described how your selected SEO objectives would affect your client's overall company objectives. You'll offer your report direction and establish your client's expectations by stating what you're working toward and why. Then, to achieve these objectives/goals, you must develop SEO techniques.
2. Choose key performance indicators which you'll require
Always provide your findings in concrete statistics; no one likes objectives that aren't quantifiable. Your reports should include data that you can trust and follow over time.
You can see which KPIs would be appropriate for your SEO report in the area above.
3. Create and distribute your report
You may create SEO reports in three ways: automatically, manually, or by obtaining an SEO dashboard from Northstar Analytics!
Creating an excellent, client-friendly SEO report is as simple as typing it manually using automated solutions. On the other hand, automation technologies might be limited to just a few KPIs or reporting constraints.
Manually preparing reports, on the other hand, takes a little longer.
You will need to collect all data, export them as spreadsheets or PDFs, and present them to your customer.
You may also buy one of Northstar Analytics SEO dashboards, link your client's data sources, and begin reporting immediately.
SEO Reporting Tools You Need
1. Google Slides or Google Sheets, 2. Ahrefs, Moz, Semrush, or similar SEO tools, 3. Google Search Console, 4. Google Analytics (or alternatives), 5. Northstar Analytics
1. Google Slides or Google Sheets
These productivity tools allow you to create various online documents, collaborate on them in real-time with others, and save them to your Google Drive. Google offers these services free of charge.
While these are decent tools with low cost, they will lack design advantage against Google Data Studio. Also, offering dynamic data on these reports will be almost impossible. Still, if you choose to use them, please use our Google Sheets functions section to be a PRO.
2. Ahrefs, Moz, Semrush, or similar SEO tools
These comprehensive SEO Reporting Tools may investigate key marketing facts with a range of SEO, keyword research, campaign management, social media management, competitive research, and content marketing analytics insights and reports.
As a single toolbox, these technologies may handle all aspects of SEO, site audits, and analytical reporting. These tools have a high price tag and should be evaluated as such.
3. Google Search Console
Google Search Console (previously known as "Google's Webmaster Tools") is an official platform guide that may assist you in getting your content noticed via Google Search. As a developer, company marketer, or SEO specialist, it offers unique capabilities to help you boost your site's SEO.
You can use Google Search Console without charges to monitor website performance, diagnose issues, and optimize your site. Starting with SEO Reporting analysis for your site's performance is another cost-free choice.
Google Search Console can connect to Northstar Analytics SEO dashboard with Google's free connector and lets you utilize numbers easily.
4. Google Analytics (or alternatives)
Google offers a variety of SEO reporting tools and capabilities, including Google Analytics. While expensive advanced capabilities are available for best usage, the bulk of Google Analytics SEO Reporting functions is accessible for free.
Real-time activity tracking, audience reporting, acquisition, behavior, and other customizable reporting tools are among the reporting features. Google Analytics is an excellent place to start if you don't have a lot of money to spend on SEO Report analysis.
5. Northstar Analytics!
Visit our link to see SEO dashboards.
You may be used to providing static snapshot reports, PDFs, Word documents, and spreadsheets to your customers at the end of each month, but as we've previously said, they need more.
The days of static reports are long gone, and we think that by 2022, you should be producing reports that enable your customers or supervisor to check in on your progress at any time.
Northstar Analytics offers various SEO Dashboards. You can take a look from here