The goal of SEO reporting is to monitor the key indicators of your SEO efforts. Without these indicators, it’s difficult – and impossible – to comprehend which of your strategies are successful and which aren’t. This reporting collects data from different sources and collates them into a snapshot or summary of current strategies, performances, and improvements (or declines) over a given time period.
Web Traffic Statistics and Sources
Giving an overview of your web traffic provides a summary of the key statistics about your site visitors, mostly from Google Analytics. These statistics are then compared to last month’s numbers in order to see any changes in your web traffic over the recent time period. These statistics include:
- Users – how many visitors browsed your site
- Sessions – how many visits your site had (one user can have multiple sessions)
- Average session duration
- Pages per session – the more engaged a user is, the higher this number is
- Bounce rate – this refers to the rate at which visits to your webpage “bounce” back to the original search results page
- Goals completed – this refers to actual conversions (when a customer performs a desirable action on your site, such as a purchase or form submission)
SEO reporting should also reveal the source of your visitors and how your marketing efforts are doing on various channels. Channels include organic and paid searches, referrals, social media, email, and direct traffic.
Top Pages and Search Impressions
Your report must include the specific pages on your site which are most often visited, or which receive the highest exposure in search results. This information is important in guiding you on which pages need more optimizing. The goal is to take advantage of pages that already are high-performing and use them to have more conversions (from visitors to consumers). In the process, you also get to determine which ones require changing, updating, or deleting altogether.
In this part of your report, top performance is measured by the number of search impressions (how many times a page appears in a Google search). You can import data regarding your top performing pages (in search impressions) using Google Webmaster Tools.
Researching and Targeting Keywords
A big part of SEO strategies lies on keyword research and use. Finding out which terms customers are searching for is important – this allows you to “target” these keywords when planning and implementing your SEO content and marketing strategies.
All important keywords, together with their ranking, should be included in the SEO report. This allows you to track the progress of your SEO strategies, particularly with keyword use and research.
In conclusion, an SEO report should contain all of the basic information mentioned above. If it is collated in a manner that is easy to understand and access for the whole marketing team, then everyone will be at the same page at comprehending which parts of your SEO Denver campaign is effective, which isn’t, and what areas can still be improved. By using an SEO report to your advantage, you can make the process of monitoring your efforts, past and current, a lot more convenient.