Even if a client doesn't request an end of the month SEO report, I like to provide them for a few reasons. Here's why a report is do or die for an agency.
1. It's a little window into our progress together.
I always report on 6-months worth of progress. The current month plus the previous 5-months i.e Jan 1 2013-Jan 31 2013 to June 1 2013-June 30 2013
There are various analytics I can report on for a client. I like to decide after consulting what those metrics will be. The most common are:
- "All traffic" trends
- Pageviews (terrible KPI's but folks seem to like them included)
- Organic Search Engine Traffic
- Goals (these are set up in Google Analytics)
2. Its a way to tie SEO actions to strategy then back into analytics. Nice and neat.
In all my reports I include an SEO Actions Summary which lists actions I took for the month along with an analysis of how those actions affected overall traffic growth and conversions. This is a way for clients to see SEO Actions tied to actual data and helps me keep track of what strategies I used in any given month. Everyone stays informed regarding monthly activities and metrics.
Let's face it the only metric a CEO cares about is the $ metric.
Instead of giving the CEO a report thats heavy on the data, I like to go "lite" on the data and heavy on the analysis. Compose a summary of what all those numbers actually mean toward forwarding business goals and their bottom-line.
3. It's a way to show my value (or show off).
SEO can be a big investment for a small businesses. Most of the time they pay their SEO Agency monthly so I feel the need to show them what they paid for. Its also really rewarding when you get a VISUAL and report on metrics like these:
Here is the last 6 months for one of Damolade Consulting's clients. It's looking good! Traffic took a little dip downward after the holidays but has been consistently moving in the right direction ever since.
Just a little disclaimer the site wasn't completely finished until May 2013, with May-June being our largest traffic growth on record.
Month over month if more people have eyes on the clients site and there are more conversions- Everybody is happy.
4. Set Up Goals
Get familiar with your analytics account. Set up "Goals"!
What are goals you ask? Keep reading.
The short answer is goals will allow you to identify actions that visitors are taking on your website. There are micro and macro conversions that are tied to what you are promoting online and offline i.e marketing initiatives tied to landing pages, ecommerce etc. I set up goals to measure my effectiveness for clients based on what kind of website they have.
Go to your Google Analytics account, you will see this:
This is where you can set up your goals. For the full documentation and step by step on how to get started check out Google's documentation. They literally wrote the book.
5. Track Micro-Conversions
A micro conversion is your best friend. What is it? Well it's a way to show engagement on your site when your site is not an ecommerce - meaning no one buys directly from your website.
Examples of great goals or micro conversion you may want to track are:
- someone fills out a request for you to contact them , so a contact form completion is a goal you can track
- newsletter signup
- sample request
- free consultation request ( eh um, i offer free 30 minute consultations on my site ;)
There are a lot of ways you can track growth, engagement and goals using analytics and an old fashioned excel spreadsheet.
The internet is a very competitive place.
If you don't know whats happening behind the scenes, you are stunting your growth and are loosing customers to your competition.
This is why an SEO report is do or die.
A lot of small business owners are too busy to manage these things for themselves and that's where a great SEO agency (like damolade consulting) can be your key to knowing what is happening with your website, or being left in the dark.