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Crafting the Best SEO Reports for Clients with Expert Tips and Tricks

Crafting impactful SEO reports can be a challenge to any SEO specialist, given the ever-changing search landscape. This demands a level of agility in our approach that is flexible, but still one that does not compromise the core objective: clear communication of results. In this guide, Swivel Tech Team will walk you through the key strategies for creating effective, insightful SEO reports that drive value.

Regularly presenting SEO progress to clients serves a dual purpose. It allows us to monitor the effectiveness of our SEO strategies and ensures our clients’ that the campaign is on track even when metrics fluctuate because of internal and external environmental factors.
The periodic production of SEO presentations can feel daunting, especially when faced with core questions like “Why is this report crucial?”, “What metrics should I highlight to represent the traffic outlook?”, and the more subtle “Is there a universal template that can be repeated across all niches?”.

Before diving into the “how” of crafting compelling reports, let us look at the “why.” Why prioritise as SEO report? Which metrics should be highlighted in organic traffic data? Can we automate some of the laborious steps, freeing ourselves to delve into deeper insights? And the million-dollar question – does a one-size-fits-all report template even exist?
The answers to these questions will give us our roadmap to crafting an informative SEO report that resonates with our clients. So, let us get started on the quest to create the perfect client-friendly SEO report.

The Importance of SEO Reporting

So, here is the deal—no matter how often you produce content, work on getting those backlinks through off-page SEO and throw in some other tricks to boost your client’s keyword rankings and organic traffic, there is no guarantee that your clients will always be happy. Seeing a return on investment from SEO campaigns takes time, and the whole traffic thing tends to go up and down like a rollercoaster. Just look at the number of algorithms and updates Google pushed out in 2023.

This is where SEO reporting becomes your trusty sidekick. It helps you highlight your victories over time and assures your clients that your strategies are in it for the long haul. An SEO report is like an aerial shot that gives you a quick glance at the important numbers, showing how well your client’s website is doing in the wide world of organic search. And, of course, we must be flexible enough to customise those reports to match what our clients aim for. It is all about tailoring our approach to fit their unique goals.

Strategies for Presenting SEO to Clients

So, you have been putting in the hours on your clients’ SEO campaigns, and now it is time to create a SEO report that they will not just toss aside. But here is the catch – you do not want to spend a whole week stuck in a copy-and-paste nightmare with tables and charts from different platforms. Sounds familiar, right?

SEO reporting is more than just throwing data at people; it is a vital part of how we talk to our clients. No need to complicate it with a bunch of extra metrics just to show off. What your clients really want to know is straightforward:

1. Have we made progress toward our SEO campaign goals?

Stick this right at the beginning of your report and lay out the results against the goals. Keep it clear and simple.

2. What have we been up to in the past month to hit those goals, and what impact did it have?

Toss in some annotations throughout your report to highlight key milestones. Make it easy for your clients to see the steps you have taken.

3. What’s the plan to fix any issues and drive more growth?

Even if things are not perfect, show your clients that you are aware of any SEO hiccups and actively working to sort them out.

Now, when it comes to presenting SEO to your clients, ask yourself: Who are they? Are they marketing experts or busy business owners with no time for deep dives into SEO analytics? Tailor your reports to what they want to see and make it crystal clear by:

Knowing your clients inside out.
Keeping things simple in how you show off your actions and results.

Sure, analytics are crucial for SEO, but your clients do not need to see everything, all the time. Now, the burning question: How often should you share SEO reports with your clients? Let us tackle that next.

SEO Reporting Frequency

The question of how often to present SEO reports to clients can be a tricky one. Striking the right balance between regular communication and meaningful insights is crucial. While some might advocate for a weekly update, a monthly report will make more sense. Here is why.

More noticeable progress: Month-over-month comparisons provide a clearer picture of progress, smoothing out temporary fluctuations and allowing for a more accurate assessment of overall trends.
Client expectations: Many clients accustomed to monthly financial and marketing reports expect the same cadence for SEO. Regular updates keep them informed and engaged.
Steady growth narrative: Showing consistent, incremental progress throughout the year builds trust and demonstrates the effectiveness of your SEO efforts.

However, supplementing this with a comprehensive annual report adds another layer of value. Here is how:

Highlighting yearly advancements: Zooming out to an annual perspective highlights substantial progress and the cumulative impact of your SEO strategy.
Client retention and budget planning: By aligning the annual report with your client’s budgeting season, you can effectively demonstrate the return on investment and potentially influence upcoming marketing allocations.

Pro tip: Aim to send annual reports 6-8 weeks (about 2 months) before your client finalises their budget for the next year. This ensures your successes are fresh in their minds while budget decisions are being made.

By adopting a strategic approach to SEO reporting frequency, you can keep your clients informed, build trust, and ultimately showcase the true value you bring to their business.

Components to Include in an SEO Report

Your SEO reports should reflect your SEO strategy, which should be rooted in your client’s business goals. Remember, figuring out those business goals happened back in the SEO proposal phase. And it is a good practice to keep communications open with your clients as their campaigns roll on.

An SEO report is the bridge between what your agency promised to do, what you have done so far, how it matches up with your goals, and what is on the horizon.

Now, let us talk about the essentials. Here are 7 things that should be in every SEO report:

1. Report Summary: Kick things off with an overview of your progress, recent wins, and what is next. Busy executives might just read this part, so make it count.

2. Traffic Overview by Channel: Bosting organic search traffic is usually the main goal. Stick it up top to set the tone for the rest of the results.

3. Conversions via Organic Traffic: Show how the organic traffic you are driving is making a difference in the business funnel.

4. Keyword Rankings: Do not drown them in keyword details. Just give a snapshot of the top-performing keywords and how they are helping your site rank.

5. Google Search Console: Prove you are on top of things by including insights from this powerful tool. It is free and shows you are keeping their site in tip-top shape on Google.

6. Backlink Overview: Highlight your commitment to building a strong backlink profile. A quick snapshot can do the trick, emphasising quality over quantity.

7. SEO Site Health: A healthy website means better rankings and user experience. Regular site audits help you spot issues and keep everything running smoothly.

Remember, tailor each report to your client’s specific needs, keep it clear, and avoid drowning them in too much data. And do not forget, local business clients will want a peek at their local SEO too. Setting up clear objectives with KPIs and OKRs is the name of the game. Let us make those reports work for you and impress those clients!

KPIs to Monitor in an SEO Report

Tracking SEO metrics internally is one thing. You have your detailed SEO dashboards for that. But when it comes to client-facing reports, that is a different ball game. That’s when the rubber meets the road. Here are the top 5 must-track SEO KPIs for your reports:

1. Organic Traffic

Seeing is believing, and when it comes to website performance, nothing speaks louder than pure traffic volume. Google Analytics reigns supreme in this arena, offering a clear view of organic visitors landing on your pages. From session duration to bounce rate, it paints a picture of how well your SEO efforts are attracting real visitors.

2. Conversions: Where Traffic Transforms into Business

Organic traffic is fantastic, but what truly matters is turning those clicks into leads, calls, or sales. Google Analytics, paired with powerful goal tracking, unveils the magic. Set up conversion goals for key actions, and watch Analytics reveal which pages and keywords are driving the most valuable user actions.

3. Search Visibility: Are You on the Radar?

Organic traffic and conversions are fantastic, but what if no one can find you in the first place? Google Search Console lifts the veil on search visibility, showing how often your website appears in search results for relevant keywords. It’s like a personalised radar, revealing your keyword landscape and highlighting areas for improvement.

4. Site Health: The Foundation of Success

A beautiful website with stellar content is useless if it’s riddled with technical issues. Google Search Console and tools like Ahrefs or SEMrush act as your website’s doctor. They crawl your pages, uncovering broken links, mobile-friendliness issues, and indexing problems that can drag you down in search results.

5. Keyword Rankings: Climbing the Search Ladder

Keywords are the rungs on the SEO ladder, and knowing where you stand is crucial. SEMrush and specialised agency tools like Accuranker provide the ultimate view of your keyword rankings. Track your progress on key terms, see how you compare to competitors, and identify untapped opportunities to climb higher in the search results.

These KPIs give you the lowdown on your client’s overall SEO health and how they measure up against their goals.

Conclusion

Crafting compelling SEO reports is more than just data analysis; it’s about building trust and highlighting the value you deliver. By strategically tailoring your reports to resonate with your clients, you cultivate stronger relationships and position yourself as a true SEO partner. Remember, consistent transparency fosters loyalty, while efficient reporting frees up time for deeper strategic discussions, allowing you to collaboratively chart the next phase of your clients’ SEO ascent. So, embrace these tips and tricks, master the art of reporting, and watch your client partnerships flourish.