A couple of years back I wrote a post about why SEO reporting was important. I was just getting started with Google Analytics and there was a totally different set of metrics deemed important KPIs. Remember "Pageviews?"
I thought it would be a good idea to show you how my monthly reporting has evolved to be a part of a methodology and some of the metrics that I focus on now to close the loop for clients.
Back then, I was working with a lot of agencies and learning the ropes, so I was basically a tactical execution resource on SEO projects. I didn't have much insight into an overall strategy. Now that I am the lead strategist on most accounts, I have a better idea of how to report on the most efficient channels for my clients. My goal with reporting is to provide actionable insights so we can make smart marketing investments together. This is called closed-loop marketing. It is a term used by large agencies to refer to the inbound methodology, which ties efforts back into traffic, leads and new customers. It also gets them those large retainer clients that agencies needs to stay afloat.
For some context, you should know that I mostly work with small/medium businesses. As do the larger agencies, I follow the inbound marketing methodology below, and I also need retainer clients, but I have developed ways to scale a lot of what the larger agencies do, in a way that works for your size and budget. You can thank me later.
Here is how I prove the ROI of monthly marketing efforts for my clients.
I include an executive summary at the top of all my reports that talks about what actions I took during the course of a month to generate more traffic, leads, customers and loyal fans for their brand as well as an analysis of each section. The “Attraction” section includes things like:
# of blog posts written
# of keywords targeted
How many social posts did I execute on their behalf
When I first start working with a client, I of course speak to them about what goals are important to them so that we can build a website that reflects those goals and tracks achievements. Depending on how complicated a client's site is they may have a lot of goals setup - forms, signups, downloads or they may simply have one form that converts a visitor to a customer right then and there (close) i.e. schedule an appointment. For reporting conversions/close I would focus on:
Top 5 Landing Pages
Bottom 5 Landing Pages
Organic Traffic (Sessions)
Organic Conversions (checkouts)
# of forms filled out (goal completions)
I look at landing pages to determine what content is doing a good job of attracting leads and also which landing pages are converting the best. I also look at the bottom 5 to determine if there is content that needs pruning or if there are any sudden drops that may indicate something is wrong i.e. a penalty.
This is the most fun to report on since it focuses on all the ways customers love us! For this, I would report on mostly social metrics that were relevant to the specific client:
Facebook shares & likes
Twitter mentions and retweets
As you can see for damolade, reporting is a core service that supports all the work we do during the month. We aim to not only to show clients the results of our work but deliver a meaningful story along the way.
What metrics does your business care about the most? Leave me a comment below.