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About a year ago we already discussed what an SEO report should be. Since then, we have significantly improved the reports we provide to our clients.
When we enter into a contract for website promotion, many clients want to “close the issue” with online advertising. It is important that an SEO company is not only a performer, but also a reliable consultant on all aspects of presenting a business online. The report must necessarily include the distribution of traffic by main sources: search engines, contextual advertising, direct visits, referral links and social networks, even if the contractor works only with search engines.
It is necessary to present traffic data over time. This helps to avoid hiding real results and allows the customer to understand the real state of affairs. It is also important to show how many new users came from search engines.
It is very useful to know how traffic is distributed among different search engines. This gives a clear picture of how traffic is growing from different platforms and helps assess how relevant the traffic is to the target audience.
If you notice a sharp drop in traffic from one of the search engines and do not receive an explanation from the contractor, be sure to ask for clarification. This section should contain conclusions explaining the reasons for the decline or increase in traffic, as well as forecasts for the future.
Often SEO companies provide data that can be easily viewed in analytics systems such as Yandex.Metrica. However, it is important to provide more detailed information that may require additional effort to analyze.
For many of our clients, information about the dynamics of conversions for popular search phrases over the past few months is important. This helps you understand how demand for goods or services changes and how changes in traffic relate to sales.
It is important to consider that most transitions occur on low-frequency queries, and for effective search results it is important to take into account the algorithms that process such queries.
This report block helps you evaluate the most visited pages. This allows you to draw conclusions about which pages have high visibility and how well they meet business goals.
SEO reports should include conversion data. It is necessary to select key goals, such as contact pages, application forms, price pages and other important pages. The report should provide an analysis of conversions over time, as well as their distribution by traffic sources.
Position dynamics continue to be one of the most important metrics when assessing SEO results. We group requests by area to assess site visibility for each category. This helps you understand how the site is performing for business-critical queries and allows clients to adjust their strategy if necessary.
The report also includes visibility data for key phrases, which allows you to evaluate the overall picture of promotion.
The SEO report should present a list of work completed, goals and results, as well as a plan for the next month. It is important that this data is clear and presented in simple language. We use a report structure that lists all the tasks completed in the past month, as well as the work that will be planned for the future period.
An SEO report is an important tool for analyzing the effectiveness of a website as an advertising channel. It must fully reflect the results of the work of the company providing SEO services. Such a report does not require additional explanation and should be easy to understand.
We have also moved from using .doc or .pdf report formats to the more convenient .xls, which makes information more accessible and understandable.
Finally, I would like to note that quality reports require significant effort to prepare, but they are one of the most important tools for communicating with the customer. If you want to receive professional SEO reports, you can contact our SEO studio "SEO COMPUTER" for any question by email info@seo.computer.
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