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When it comes to preparing progress reports, finding the right balance can be difficult: not only do you need to provide complete information, but you also need to consider what is important to your client.
In fact, it is important to show how your actions have a positive impact on the customer's business.
Before you begin, always define the client's goal:
In any case, the report should be simple and understandable, not overloaded with unnecessary details. Otherwise, the client risks not understanding the information, losing interest and asking the question: “Why am I even paying for this?”
Think of an SEO report as a laboratory experiment: you have a goal or task, a hypothesis for solving it, a process and the result of the work. This approach will help the specialist to consciously complete one task and move on to the next.
Next, we will tell you where to start, what data needs to be included in the report, and how to do this in a special project module. Look at an example report of how it looks in a CRM system.
What is the current promotion goal and how does it relate to the client’s business goals? For example, your goal is to improve keyword rankings, increase site visibility, or get more inbound links. It is important to explain to the client how these actions can increase their sales.
Use simple and understandable language. Most likely, the client's ultimate goal is to increase revenue, not just increase traffic. He is not so interested in positions in search results; it is important to show how high positions can lead to increased sales.
What exactly are you planning to do and what effort will it require? If a client wants more leads on the site, their question will be: “How will you achieve this?” You may need to work on product cards, check title tags, optimize headings, and control internal linking.
Explain this in understandable language. For example: “I'm working to ensure that all of your pages have optimized descriptions. This will help search engines correctly determine their relevance to user queries, which in turn will lead to more clicks and leads.”
Always be prepared for the “how” question, learn to explain technical issues in simple words.
The report should only contain data that will really help evaluate the work done and is important to the client.
What has already been done?
Indicate solved SEO problems. To do this, you can use the checklist available in the project module. Create a list of planned tasks, mark completed ones and add it to the report. These tasks will be displayed in the “project events” block.
Position data
If the client is interested in changes in rankings for keywords, show the results for each query. Be prepared to offer solutions to sagging URLs or explain the reasons for the negative dynamics.
Don't forget to include your strengths. Even if the positions for some queries have worsened, it is possible that the overall visibility of the site has increased. This means there is potential to outperform competitors on other important queries.
It is important to explain that minor fluctuations in positions throughout the week are normal, and conclusions should be drawn based on analysis of longer periods.
Traffic data
This data is especially important for the client, as it directly correlates with his business objectives. In this section, present the results of the SEO specialist’s work in the form of visual graphs and traffic data for certain periods.
Search audit data
This block is useful for specialists who control the technical optimization of the project. The client may not be interested in this data, but if you need to demonstrate the absence of errors or show a link profile, include this data in the report.
KPI
This section of the report is especially useful for the client. Here you can display key performance indicators that are important for business: CPC, CPA, seasonality of demand and traffic.
To calculate indicators, specify the following parameters:
It is very important to provide information about the cost of attracting a target visitor (CPC), taking into account seasonality and stop words.
For example, the cost of a targeted action (CPA) is calculated for the goals set in analytics. This information can be included in a PDF report to clearly demonstrate the effectiveness of your SEO campaign.
Look at the report through the client's eyes and relate it to business goals. How would you evaluate the results yourself? Remember that it is important for clients to see how your work contributes to their success. They are rarely interested in details like link structure or redirects.
Your client must understand what he is paying for and feel satisfied with the work done. Happy reporting!
For any questions, you can contact the SEO studio "SEO COMPUTER" by email info@seo.computer.
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