Many SEO reports, despite this fact, are broken because they are just a collection dashboards automatically generated by tools with SEO metrics. I asked Twitter for the opinion of 41% of SEOs. They said that they use only a dashboard that contains data for reporting.
Although data from our SEO Dashboards can be used in reports, they don’t replace them. An SEO Dashboard is a visualization resource that includes the most important and recent status of all metrics. This allows us to track its progress, easily, at any moment.
A SEO report on the other side is a document that includes key performance indicators for a time period as well as analysis and conclusions. This information can be used for periodic analysis or assessment of the SEO process toward achieving its goals.
Relying on only automated SEO dashboards for reports could cause more harm than good. They contain information that is not understood or cared about by the audience, which can include decision-makers or stakeholders who are often non-technical. There is no prioritization or analysis. This creates more questions than answers.
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Even customized SEO dashboards are not able to reach all SEO reporting goals, especially when high share SEOs do not always present the following reports:
* Communicate SEO results. The SEO process evolution toward the established goals. (What has been achieved vs. What was expected?
* Define the causes of SEO results. Explain why certain areas are not evolving as expected.
* Drive actions for SEO results: Set up SEO-related activities and seek support for the next steps.
Time constraints are the greatest challenge in creating customized SEO reports. While we feel the pressure of producing reports quickly to get back to SEO execution, most SEO reporting is a monthly effort.
To help you effectively achieve your SEO reporting goals, while also accelerating the process. Here are three principles.
1. Use only meaningful KPIs which communicate your results
SEO reports can help you cut through the noise and reduce doubts by including data.
Avoid confusing proprietary metrics. They are not reliable and can be difficult to relate to your actual SEO goals.
Do not add all the information you monitor to your reports. Instead, focus on Key Performance Indicators (KPIs), which show how far you have come towards the SEO goals your audience is interested in.
It is important to personalize the KPIs for each case based upon the audience profile. The SEO-related goals that the CEO and CMO are interested in will be different (e.g. SEO activities ROI and organic search revenue are different than the SEO activities that the SEO chief is interested. SEO activities ROI and revenue, as well as organic search market share. These figures are in addition to other technical information such top-ranked queries, key pages crawlability or indexability, and non-branded commercial searches traffic growth. ).
The KPIs in reports that are targeted at the former will therefore be different from the ones that are targeted at the latter.
Here are some guidelines and steps to help you pick the most relevant KPIs for your reports on SEO.
* First, establish your SEO reports audience. Who will you report to? Each audience will ask different questions about the SEO process. Ask each stakeholder to share their goals for SEO success. You must ensure that these goals are real and that there are actions that will be taken in order to reach them.
* These should be “SMARTER SEO Goals (specific, specific, measurable, achievable, relevant, time-bound and evaluated, reviewed) that link SEO efforts to business objectives. These goals can be business-related or operational depending on the stakeholder. It will be much easier to identify the KPIs and metrics that you need to collect and measure in order to calculate these KPIs. If you are unable to establish meaningful metrics for calculating KPIs and answering goal progress questions, your goal may not be smart.
* Check that metrics data sources can be trusted and reliable. Also, establish two methods of obtaining the same data to ensure consistency. It is difficult to guarantee accuracy of certain KPIs. You can ensure its consistency over time.
* Make sure you confirm the scope, frequency, and format of your SEO report. This will ensure that it is accessible in a convenient medium (Google Slides, Google Docs etc.). You should set clear expectations about the timing of reporting to avoid excessive frequency (e.g., weekly reports are unnecessary if there aren’t meaningful changes due to SEO nature and frequency).
You now have the data you need to start collecting data, and then put together SEO reports that only contain relevant KPIs for each audience. This is a Google sheet version for the SEO report Planner. It allows you to use meaningful KPIs to help this process along.