Added value for SEO reports through storytelling
Monthly SEO reports are an essential part of any SEO strategy as they provide a way to keep customers informed, show ROI, and manage conversion for upsells.
While SEO reports are crucial in many ways, they are usually reduced to PDF templates that are sent to clients with a general message every month. If this describes your SEO reporting approach, you are missing out on important customer retention opportunities and selling with carefully crafted storytelling strategies.
SEO reporting has always been an important part of my services. Whether I work with clients through my StrategyBeam agency or on a corporate team, I've found that good reporting makes a big difference in confidence building and overall strategy. Regardless of who you work with – national brands or local businesses – I've found that solid SEO reporting builds customer relationships. In the last eight years I have been able to develop StrategyBeam into an agency in the mid six-digit range. Customer service and results have always been our alpha and omega. With SEO reports we can show how we stand out from the competition and build long-term relationships with our customers.
Make sure to include SEO reports into your regular cadence if you're struggling to keep a customer, or if you're just looking for a way to get in deeper with your customers. Now, more than ever, we need to show our customers the value we bring to the table.
So let's take a look at the things all useful SEO reports should have, and how you can use storytelling tactics to build rapport with your customers, prove the value of your strategies, and uncover upsell opportunities today!
1. Organic impressions, clicks and click rate
While SEO is broad in scope, if you want them to click through to your content and convert it, you need to send the right message to the right people.
For this reason, a good SEO report should include high-level metrics like organic impressions and clicks. While this information doesn't provide much insight into the performance on the page, it does provide a starting point to speak to your customers about changes in market trends and user behavior.
I want to cover high-level data at the beginning of each report call to cover the table for more detailed discussions with customers. I used this data to recommend additional work to customers and used these metrics to show year-over-year improvement and justify work over time.
I present data from the Google Search Console and Google Analytics to help my clients understand how we can affect the overall performance of their website. Here are a few points I'm addressing based on recent clicks and impressions:
- What it means: Impressions = how often content is displayed, clicks = how often people click on SERPs.
- Where to find it: Google Search Console
- When to Use it: Identify content and create an approach. Create sprints to address problem areas. Pages that perform between 3 and 12 should be optimized, and a low CTR should improve meta, linking, and technical considerations.
- How to optimize: High impressions + low clicks = update title and meta description. Low impressions = add FAQ schema.
While clicks and impressions don't give too much information about a website's performance, you can use this part of your SEO report to capitalize on upsell opportunities and show your SEO skills when it comes to the broader realm of SEO marketing goes and how everything is connected.
2. Keyword ranking
Since SEO is all about ranking certain pages for target keywords, you need to include keyword performance and rankings on your SEO report. I love using keyword information to start a conversation with my clients about user intent and get the SEO strategy back on its business goals.
I love using this time to show that I understand that SEO is more than keywords and Google. Ultimately, my clients will find another agency if my SEO strategy doesn't serve to generate qualified traffic and increase conversions.
Keywords are the foundation of search engines, and I like to use keyword ranking data to tie the "big picture" together with specific SEO tactics and get more sales.
Here are some key things to keep in mind about keyword performance in my monthly SEO reports and customer check-ins:
- View snapshots of keyword tools like Moz Keyword Tool and Ahrefs to reveal patterns. Embed MoM changes in an SEO report template to show progress and increase the energy of every customer call.
- Recommend content tweaks, reach, and other SEO tactics to improve target keywords. Link the keyword ranking to your services, results and your customer's business goals.
- Do a quick technical SEO and content review to create new opportunities for additional work. This is a great way to improve the performance of your client website while increasing trust and monthly income.
Keyword rankings give a strong signal of user intent, market trends, and competitive strategies. You can use keyword rankings in your SEO reports to draw attention to success and steer the conversation towards upselling opportunities to change gears and align your SEO strategy with your customers' business goals.
3. Describe how people interact with your content
SEO strategies are usually described abstractly. Therefore, it is our job as SEO experts to link the points for clients between SEO metrics and their business goals whenever possible.
You probably spend a lot of time talking about various SEO marketing aspects like customer journey, website performance, and user intent. All of these factors affect how search engines rate content and, more importantly, all of these factors affect conversion rates.
However, SEO is abstract and difficult for our customers to understand. For this reason, we need to include specific terms, images and explanations in our reports in order to educate ourselves and take confidence-building measures.
For example, I manage SEO and content for a major player in the shipping industry. This industry is a niche, but every sale can result in 8 digit deals for my client. I was able to show the client how by expanding their existing hub / spoke model for content, they can grow their leads and use their SEO reports to talk about different aspects of their business such as: B .:
- Categorize content on your website and assign specific metrics and goals to your customers.
- Track content based on topics and what content moved people through the customer journey.
- Use the content drill down in Google Analytics to show how readers move through the website. This information is valuable for highlighting opportunities for content optimization.
- Start a conversation about other SEO tactics like interlinking, blogging, and on-page optimization.
Showing how people interact with my client's website has been an integral part of improving education and visualizing how your monthly SEO work is affecting your client's website. If you can point out a bottleneck in the customer journey and offer CRO, interlinking or on-page optimizations, you are well on the way to building customer trust and taking advantage of an upsell opportunity.
4. Google Analytics Events
With Google Analytics and Google Tag Manager, you can show how your SEO and CRO strategies are affecting user behavior when they reach your website. You can let your customers know about on-page SEO by tracking clicks on specific CTAs on individual pages.
In the past few months I have started working with several clients on CRO and content optimization projects. Not only are these great ways to help clients achieve their goals, they are also high-margin projects that can produce immediate results.
One of the metrics I focus on when reviewing customer results is how people are handling their CTAs. This means that I need to combine Google Tag Manager and Google Analytics to show that our optimizations are driving more website visitors to valuable pages like contact forms and sales pages.
For example, I recently ran a little test for a client to show them that with some on-page SEO tweaks we can improve the click-through rate for different posts and pages. I identified a few pages that were showing the best results, closed the project, and after a month of testing I was able to insert CTA clicks on different pages that I had optimized.
After a few months of on-page optimization, I can see a big improvement in the CTR and lead generation on their website. Here is a quick screenshot of the CTA clicks on the client's website from the pages / posts that I optimized:
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This little test was a success and resulted in ongoing monthly optimizations across the content library. This way I can show the impact our on-page optimizations have on lead quality and bottom line.
This is a perfect example of how we can use reports to build rapport, show our knowledge, and test ideas with clients. Plus, all of this can lead to beneficial upsells – but none of this is possible without a good looking and informative report to back up our claims.
While this isn't a big part of my SEO reporting process, I try to include user behavior metrics to explain how people interact with on-page content. This information can also help tie high-level SEO metrics to business goals that are an integral part of the overall story I bring to my clients each month.
5. Add local SEO information
Local SEO is an essential part of an SEO strategy to drive qualified leads and sales for local business owners. You can save a lot of time by using a tool like Moz Local to keep NAP and listings consistent for your clients, and you can use excellent local SEO reporting tools to show the results of your local SEO tactics.
I have several clients offering local SEO services. These services not only offer these customers immediate added value, but the local SEO services also give me an excellent opportunity to offer additional services such as contacting, page optimization and blogging.
While local SEO may not work for all of your customers, there are great opportunities for you to come by offering honest solutions to meet their needs and presenting accurate data to demonstrate the value of your efforts.
Make sure to include local SEO metrics in your SEO reports when it makes sense and point out the metrics that are important to business owners such as: B. Telephone calls, pedestrian traffic and directions!
Use SEO Analytics to Tell a Story and Build Customer Trust!
Reports aren't the main reason many SEOs started in this profession, but monthly SEO reports help us paint a picture of our clients' SEO efforts. You can show the value of your SEO services and keep clients longer if you know how to tell a story on each metric and link the results to your agency!