What to include in my report ?
-
Hi everybody,
I'm not a SEO expert just an e-marketing trainee and i have to create a smart SEO report template for a real estate company.
I don't know what to include in this personal monthly report :
What are the key informations ?
Should I include Google Analytics data and wich one?Sorry for my english that's not my mother tongue.
Thanks for your answers
-
An easy way to say something about revenue are goals in analytics. It's pretty easy for clients to tell you, what a conversation or lead is worth for them. So you can easy easy use that with goals in Analytics. Or you need e-commerce tracking - depends on client (https://support.google.com/analytics/answer/1037249?hl=en)
-
Thanks you all for your quick replies, you help me a lot !
If I well understood you, data like Keyword Ranking or Landing Page analyse are not usefull for the client
So I will focus my report on Conversion and Traffic because I haven't got any data about revenue.
Thanks everybody ! You are very helpfull !
Cheers
-
Tom Roberts said what you need. In my country (I don't know where u are from, but you said engl. isn't your native language - so it's also not mine) it is pretty hard to tell people, that it is not usefull to see things like ranking positions and earned backlinks. But earned links can be come from anywhere not your active work and rankings are just - like tom said - a point of organic visits.
Here a lot of people think you can rank under silly keywords wich are searched a lot and you can make organic traffic looks good, when u rank under such keywords. When your client understand, that this is simply not the truth, the three points are all you need (Traffic, Revenue, Conversations/leads)
breakdowns like branded vs non branded, mobile vs desktop are possible.
Hope you live in a country, where people know a bit more how internet/search works. I had to refuse potential clients, because they simply don't understand (or even tried or try to believe)
edit: saw that Tim Holmes mentioned mobile so thumb up 4 you tim
-
That is a great resource from Tom. his three initial points are also my top elements. I would also think you could consider breaking your traffic down into sources and mediums. Organic, CPC, Email etc to help show your clients where the traffic is coming from
Also in today's ever increasing mobile market, also a breakdown of traffic by device.
Cheers
Tim
-
Speaking from both a producer and a recipient of these reports:
The most important things for me are:
- Revenue
- Conversions
- Traffic
In that order.
For any SEO report, I would be expecting to see, above all else, how much organic visitors (or people who have visited from organic search in some part of their user journey) have generated in terms of revenue. Some companies model this entirely within Google Analytics, others may have a CRM that stores the customer financial data that you'll need to sync up with analytics. But basically, show them **how much money **organic search has made them last month.
After that, I'd want to see how many organic search visitors converted on the site (bought something, signed up etc). It's worth reporting this separately from revenue, as you can get an idea of which conversions are more "valuable" to you. Show them how many conversions organic search has given them.
Next, look at traffic. This is important to report as you need to show them how much organic search is contributing to their overall traffic, and hopefully show them it is increasing. It can also help you identify other issues - for example, if traffic increases but revenue or conversions do not, is there a problem with the quality of the traffic or, more likely, a problem with the website's user journey or design? Remember, organic search is inbound marketing, and so searchers are actively looking for the thing that drives them to your web page. If you can get organic traffic but can't get it to convert, it is usually a problem with your website's design or UX. Show them how many visitors organic search has given them.
Anything else, to a company receiving an update on how SEO is progressing, is just fluff. My clients don't need to see things like error rate, crawl indexing, canonical reporting - even rankings (a sub-KPI of traffic, but ultimately not what the client is interested in). For a top level report - something that says what has our money got us - I stick with these three principles. If I'm producing a technical audit on the website, then of course you want to give more detail, but for a general monthly report it's overkill.
There are caveats to all of this (such as breaking down branded vs non-branded organic traffic), but this should be the starting point.
Hope this helps.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Unsolved How does Moz compile the "Important pages on your site are returning a 4xx error!" report?
I have over 200 links in this report (mostly from a staging site). I have deleted that staging site and I cannot find the reference to the other links. So my question is, where is Moz finding these links?
Moz Pro | | nomad_blogger0 -
Occurrences of Keyword - Report card
Hi WHen I run the report card for a particular keyword - URL its says "Occurrences of Keyword 0" however I there is the keywords in the page at least twice and exact match of keywords x1 ? any help would be appricated. For some reason google is just not indexing any keyword that I have optimized page for either. I have checked and they are all "follow" thanks
Moz Pro | | summer3000 -
Not provided Data in SEOMoz reports
Hi How do SeoMoz reports deal with 'not provided' data I see my total visits from organic search for a month are same as total of both my branded and non branded keyword traffic combined yet GA is reporting 157 visits from non provided data so is SEOMoz being very clever and finding a way to decipher this not provided data and allocate it accordingly in the reports ? Or if not what ? Many Thanks Dan
Moz Pro | | Dan-Lawrence0 -
Link report that is broken down by C Block?
I've tried to do this in the advanced reports are of Moz, but to no avail. I just want to be able to see all the links (and anchor text would be nice too) for each CBlock.
Moz Pro | | DeluxeCorp0 -
Why do the Ranking Report emails differ from the acutal Ranking Report?
I have been noticing that the Rankings listed in the emails are far different from the ones in my report once I log in. Any idea what this is about? Often the rankings in the email are much better then in the report. And I am talking about on the same day as the email was sent out, not a week later.
Moz Pro | | 2CDevGroup0 -
SEOTools Reporting
Is there any other services or software that provide keyword ranking and traffic data other than SEOMoz or Raven Tools?
Moz Pro | | JohnW-UK0 -
SEOmoz report vs. Google's Algo
Hello, I got an SEOmoz Report for one of our clients and the report is showing these pages and many more others as duplicate page content. Thing is the page content is not duplicate however there is very little data differentiating the contents. My question is does Google see the following pages contents as duplicate? because seomoz does. http://dallastxlofts.com/blog/2012/06/using-a-loft-for-commercial-or-office-space.html/img_9632/ http://dallastxlofts.com/blog/2012/08/newly-renovated-in-victory-park.html/3-2/ http://dallastxlofts.com/blog/2012/08/pedestrian-friendly-uptown-west-village.html/attachment/18/ http://dallastxlofts.com/blog/2012/06/using-a-loft-for-commercial-or-office-space.html/img_4322/ http://dallastxlofts.com/blog/2012/08/historic-deep-ellum-lofts.html/2012-08-18-11-24-30/ http://dallastxlofts.com/blog/2012/08/pedestrian-friendly-uptown-west-village.html/attachment/13/ http://dallastxlofts.com/blog/2012/06/using-a-loft-for-commercial-or-office-space.html/842-4/
Moz Pro | | Bryan_Loconto0 -
90% of our sites that are designed are in wordpress and the report brings up "duplicate" content errors. I presume this is down to a conical error?
We are looking at getting the Agency version of SEOMoz and are based in the UK Could you please tell me what would be the best way to correct this issue as this appears to be a problem with all our clients websites. an example would be www.fsgenergy.co.uk Would you also be able to suggest the best SEO plugin to use with SEOMOz ? Many thanks Paul
Moz Pro | | KloodLtd1